Underwear to do a combination of big data and creative marketing

Recently organized by China International Underwear Culture Week Organizing Committee and China (Shenzhen) International Brand Lingerie Exhibition Organizing Committee, Guangdong Textile Association, Shenzhen Underwear Industry Association, and Shenzhen E-Commerce Service Center.妒 Brand Co-Sponsorship, Huizhi Online and other units co-organized the “Innovation in Underwear in the Mobile Internet Era - 2015 First China Underwear Industry Internet Conference” was held in the Shenzhen Convention and Exhibition Center. This conference invited IResearch, Jingdong, Tencent and Taobao. A number of platforms and Internet agencies as well as several well-known underwear companies in China participated in the conference. This conference attracted more than 400 people from both inside and outside the industry to participate. The on-site response was very enthusiastic.

Do a good job in combining big data and creative marketing

With the development of the Internet, the Internet will become an important means for the transformation of traditional enterprises.

Iris Group's e-commerce consulting partner Fu Zhiyong, guest professor of Shanghai Jiaotong University:

In the future, the direction of the underwear industry will shift from a 1.0-transformation of transactional Internetization to a 2.0-transformation of the supply-chain-linked format, and finally to the transition to an Internet-based 3.0 form of production relations. He suggests that underwear companies should strengthen the use of the Internet and e-commerce tools, based on data, and face transparency. Operation to improve the "information isolated island" phenomenon of enterprises, ultimately improving efficiency, reducing costs, and making scientific decisions to adapt to the new Internet age.

The director of Shenzhen E-Commerce Service Center assisted Hong Peilin:

If the implementation of "mobile Internet + creative marketing" in the traditional underwear industry will produce many unexpected surprises and breakthroughs. Hong Peilin shared “Humanity and E-Commerce Marketing” for everyone, using vivid metaphors and in-depth presentations to enumerate examples of e-commerce marketing combined with the characteristics and weaknesses of the Internet and human nature, and also pointed out that companies in the era of e-commerce and the Internet, enterprises Should use the Internet and e-commerce to conduct full data-driven, providing customers with information "contacts" everywhere.

Online and offline integration

In 2014, China’s mobile Internet users were 729 million, and China Mobile’s shopping market had a transaction volume of 929.7 billion yuan, an annual growth rate of 239.3%, much higher than the overall growth rate of online shopping in China. Mobile shopping will quickly exceed the proportion of PC-side online shopping transactions.

Jing Yun, General Manager of Marketing Center, Jingdong Wechat and Hand Q Division:

As the first screen in life, mobile phones have extended people's senses, changed the way of life of the general public, and made information transmission and consumption portable whenever and wherever possible. Then, what can traditional retail companies do by using the mobile Internet? First, JD.com is a set of solutions for JD.com merchants to quickly open stores in WeChat. Secondly, Wechat Q's marketing gameplay, such as online and offline interactions, booking pre-sales, game interactions, spikes, crowdfunding, red envelopes, fight purchases, limited-time buying and many other ways. For example, WeChat sells 388 Mercedes-Benz smart, mask festivals, girlfriends' festivals, light holiday festivals, and Langsha stockings festivals in 3 minutes. At the same time, products that are more suitable for micro merchants should be products with higher social attributes and higher consumer frequency, such as outdoor sports. , clothing accessories, nursing makeup, mother and child, food and beverages.

He suggested that companies can use the Internet to achieve online retail, product Internet upgrades, O2O, distribution, integrated marketing, customer deposits, customer service and more.

Deputy Secretary-General of Shenzhen Underwear Industry Association, Yang Qingyun, General Manager of Shenzhen Huizhi Online Technology Co., Ltd.:

“In the past, pure online services will gradually penetrate into offline entities. The development of the Internet cannot be separated from the support of the real economy. The integration of online and offline is an inevitable trend.”

Yang Qingyun analyzed the impact of e-commerce on physical stores and the seven development trends of underwear stores from an industry perspective: consumer-centric, polarized, vertical, scene-based, mobile, refined, and digitized. The classic cases of the coyeee jelly panties and the Jiefangbei Meixi Community APP of the Internet and community e-commerce thinking platform and products, he said that the essence of the “Internet + lingerie store” is the Internetization of stores, that is, store operators and electricians. Combining business, micro-business, and intelligent hardware, and using the Internet and e-commerce tools to digitize physical stores, can truly realize the Internetization of stores.

Zhang Fengwei, head of China International Underwear Culture Week and China (Shenzhen) International Brand Underwear Exhibition:

The development of the Internet is rapidly changing the pattern of the underwear industry. The Internet has become an important management tool for underwear companies. The organizing committee hopes to organize the conference, pay attention to the industry hot spots, inspire the wisdom of the industry, explore the development direction of the industry, and actively promote the Chinese underwear industry. Upgrade.

Finally, the meeting also invited Ms. Ma Rui, Deputy General Manager of Sales of An Lifang, Lu Chang, CEO of Taobao's underwear category, and Zhou Baoji, CEO of Xundu Home Service Co., to discuss together with four speakers, respectively, on the management of online and offline businesses, and Taobao underwear. The hot topics such as business operation planning, offline distribution of pure e-commerce enterprises and other companies were shared. The meeting ended in a warm atmosphere. Some of the audience were still full of ideas. After the meeting, they also had in-depth exchanges and communication with guests.