In the past two years, Gloria’s implementation of a full-network marketing strategy that spans both online and offline has achieved remarkable results. Although Gloria has developed rapidly, many physical women's brands have followed suit in e-commerce. At the same time, as the e-commerce sector continues to accelerate development, competition among major e-commerce platforms has intensified, and the online ecosystem faced by brand owners has become increasingly complex. How to avoid being tied up by the platform? How to allocate resources between different platforms and grasp the timing, intensity and rhythm of promotion? These issues are becoming increasingly severe.
With the rapid development of the Internet in China, e-commerce platforms such as Taobao and Jingdong continue to rise, and the trend of traditional apparel brands entering the e-commerce field is irreversible. While the brand has developed rapidly in the area of ​​e-commerce, the online ecological environment has also become increasingly complex and new demands have been placed on corporate branding. The traditional women's brand Gloria, which has been in it, has erupted in this new channel of e-commerce. In the past two years, sales have increased at a rate of 100% per year.
From 2008, Taobao officially entered the field of e-commerce. By 2011, online sales exceeded 70 million yuan. By 2012, total e-commerce sales exceeded 170 million yuan. In 2013, total e-commerce sales are expected to exceed 300 million yuan. Yuan, GOELIA Ge Liya geometric development far beyond people's imagination, what is the root cause?
A few days ago, the 10th China Brand Value Management Forum with the theme of "From Big to Strong" and the 2013 China Best Brand Construction Case Selection was held in Shanghai. In this grand gathering of stars, Gloria won the “Top Ten Brand of China 2013†​​with the “New Network Marketing, New Life - The Road to the Innovation of Internet Marketing by Traditional Brand Enterprises†with the new thinking and new mode of the whole network marketing. The “Building Case†award was the first women's wear brand in the Chinese women's apparel industry to become the biggest dark horse brand on the list this year. Its cross-line and offline marketing model has attracted much attention.
Build online and offline marketing models
In the past two years, Gloria’s implementation of a full-network marketing strategy that spans both online and offline has achieved remarkable results. Although Gloria has developed rapidly, many physical women's brands have followed suit in e-commerce. At the same time, as the e-commerce sector continues to accelerate development, competition among major e-commerce platforms has intensified, and the online ecosystem faced by brand owners has become increasingly complex. How to avoid being tied up by the platform? How to allocate resources between different platforms and grasp the timing, intensity and rhythm of promotion? These issues are becoming increasingly severe. Under the combined effect of these factors, the Celebrity e-Commerce business encountered a bottleneck in development, and if it wants to achieve new growth, it must implement a strategic shift. To this end, Gloria has shifted the focus of its marketing from the point of traditional planning to the deployment of the entire network, actively expanded the depth and breadth of multi-platform distribution, and integrated Internet marketing to form a global network marketing model that spans both online and offline.
The China Brand Value Management Forum jointly organized by 21st Century Business Herald and Interbrand, the world's largest brand consultancy, has been held for 10 times. The selection of the best brand building cases every year has attracted more than 300 excellent brands worldwide. Earlier, HSBC, Belle, Mercedes-Benz, Haier and other brands have won this award. Gloria broke through the traditional shopping path and entered a broader network development system, creating greater value and space for Gloria, making Gulia the most valuable research topic for brand marketing within the industry.
Network-wide layout of contacts
“When others are still working on the Taobao train, we have already found the target user group on the entire network.†Liu Shichao, general manager of Elia’s e-commerce and internet marketing said. When "Double 11" was last year, Gloria received about 80% of free fresh traffic and clearly grasped the characteristics of the target user's needs. Many users even pre-collected the web site of the Gloria Lynx flagship store, waiting for the opening. In fact, the method used by Liu Shichao is very simple. It is to do a detailed user survey. Every two or three months, he will use his team to use home surveys or group interviews to carefully record the user's media spending habits, shopping preferences and decision-making process. Hundreds of visits to the material will eventually be processed into a user-wide behavior report as an important reference for them to improve the content and communication strategies of Goliath's online brands.
In the marketing process, Gloria changed the single battle mode in traditional e-commerce platforms such as Taobao and JD.com, and turned to portals, women’s vertical websites, video sites, search engines, and other resources to expand microblogging and Renren’s networks. Watercress and other new media platforms set up contacts across the entire network to actively guide consumers. Starting from 2011, Gloria organizes “Love Travel†event marketing each year, setting up a wish-making interactive link on the home page of Taobao. The number of participants has reached nearly 210,000, and has received good promotion and publicity results; it is launched with “Bazaar†and Intime.com. The Wardrobe Project, using its star, magazine resources, and Intime high-quality member SMS and online shopping promotion, erected a brand image of high-end fashion ladies in the minds of high-end consumers, achieving an increase of 63.6% in sales volume; The “Fashion Show†conference became the only apparel brand in the industry to hold a press conference at the Guangzhou Grand Theatre. In addition to inviting popular movie star Zhang Yiyi to perform fashion shows, the media also integrated a number of media to conduct special reports.
Today, the dissemination system has been extended from linear to interwoven three-dimensional networks. The interaction between consumers and brands no longer follows the traditional model. The development of digitalization and information technology makes it easier for consumers to grasp information and resources. Liu Shichao, with his keen eyes and innovative thinking, accurately targeted the target customer group, introduced a new brand marketing and construction system, and put forward the concept of “whole network marketingâ€. Through precision, positioning, and three-dimensional media placement, search engine optimization, social network High-frequency interaction, Bazaar online wardrobe items, new product launches, integrated communications, and a series of integrated interactive marketing across the entire network.
In the future, the wireless will go offline
Gloria's overall network marketing layout has achieved results, and brand building and product sales have achieved a win-win situation. Its network sales have jumped from 70 million yuan in 2011 to nearly 300 million yuan in 2013. In 2013, Gloria achieved sales of 53.36 million in various e-commerce platforms. Sales of the double-11 Amoy platform (Tmall, Taobao, and Juhua) continued to rank seventh among women's wear last year. At the same time, Jingdong, Yintai and Wangfu The well platforms are all ranked first in traditional physical women's clothing brands. In addition, Gloria’s promotion on Sina Weibo and Taobao Micro Amoy has also achieved remarkable results. Up till now, Gloria has more than 820,000 fans on Sina Weibo and more than 800,000 fans on Taobao Micro Amoy, which is highly sought after by users.
Liu Shichao made two judgments at the end of last year: First, the future will be divided by the wireless line, there is no "electricity" only "business", and Taobao will also shift its focus to the mainstream crowd and mainstream brands; Second, since last year "double After 11 years, the e-commerce competition is being driven by sales and creativity at the front end, turning it into a competition for brand strength and influence. It is worth mentioning that, Gloria e-commerce rarely conduct excessive explosions speculation, low-cost shopping and other acts, but adhere to the bottom line of brand value, and strive to fine management and multi-platform development. “Epee has no front, and it's a clumsy job. This is the essence of brand e-commerce competition in the future.†Liu Shichao said that the explosive growth period of e-commerce in China is coming to an end. The growth rate of many businesses in the next year will remain at 20% to 30%.
Reporter's notes:
E-Commerce competition is the front-end sales and creativity, turning to the competition of brand strength and influence, this is a sudden emergence of Gloria Women. This indicates that the gameplay of the big Taobao platform is changing, and the new e-commerce ecosystem is also sprouting. The mainstream e-commerce platforms will gradually abandon simple and crude business methods and move toward seeking a deeper win-win situation with the brands.
From a clothing company with less than 10 people, Gloria has developed into an international women's brand with over a thousand people. Its rapid rise is not accidental, but it is the result of its continuous innovation in marketing model. Gloria has formed an online and offline trend. According to Liu Shichao's assumption, the model of future retail sales is “Anytime, Anywhere, As you likeâ€, which means that brand owners need to meet the shopping needs of users online and offline on different platforms to achieve “any time, any place, and purchase at willâ€. Demand is met. He said, "Gelia has to exert influence on all places that can touch users."
Gloria has already formed a "flagship store + store" layout in Amoy. Taobao's e-commerce platform, including Vipshop, JD.com, Intime.com, and Wangfujing Dangdang, has been integrated into O2O. Transformation is also underway. In fact, this also indicates that the focus of e-commerce competition in the future is migrating. It used to be the ability to single-handedly detonate competitions, but now it has become an ecological system.
From 2008, Taobao officially entered the field of e-commerce. By 2011, online sales exceeded 70 million yuan. By 2012, total e-commerce sales exceeded 170 million yuan. In 2013, total e-commerce sales are expected to exceed 300 million yuan. Yuan, GOELIA Ge Liya geometric development far beyond people's imagination, what is the root cause?
A few days ago, the 10th China Brand Value Management Forum with the theme of "From Big to Strong" and the 2013 China Best Brand Construction Case Selection was held in Shanghai. In this grand gathering of stars, Gloria won the “Top Ten Brand of China 2013†​​with the “New Network Marketing, New Life - The Road to the Innovation of Internet Marketing by Traditional Brand Enterprises†with the new thinking and new mode of the whole network marketing. The “Building Case†award was the first women's wear brand in the Chinese women's apparel industry to become the biggest dark horse brand on the list this year. Its cross-line and offline marketing model has attracted much attention.
Build online and offline marketing models
In the past two years, Gloria’s implementation of a full-network marketing strategy that spans both online and offline has achieved remarkable results. Although Gloria has developed rapidly, many physical women's brands have followed suit in e-commerce. At the same time, as the e-commerce sector continues to accelerate development, competition among major e-commerce platforms has intensified, and the online ecosystem faced by brand owners has become increasingly complex. How to avoid being tied up by the platform? How to allocate resources between different platforms and grasp the timing, intensity and rhythm of promotion? These issues are becoming increasingly severe. Under the combined effect of these factors, the Celebrity e-Commerce business encountered a bottleneck in development, and if it wants to achieve new growth, it must implement a strategic shift. To this end, Gloria has shifted the focus of its marketing from the point of traditional planning to the deployment of the entire network, actively expanded the depth and breadth of multi-platform distribution, and integrated Internet marketing to form a global network marketing model that spans both online and offline.
The China Brand Value Management Forum jointly organized by 21st Century Business Herald and Interbrand, the world's largest brand consultancy, has been held for 10 times. The selection of the best brand building cases every year has attracted more than 300 excellent brands worldwide. Earlier, HSBC, Belle, Mercedes-Benz, Haier and other brands have won this award. Gloria broke through the traditional shopping path and entered a broader network development system, creating greater value and space for Gloria, making Gulia the most valuable research topic for brand marketing within the industry.
Network-wide layout of contacts
“When others are still working on the Taobao train, we have already found the target user group on the entire network.†Liu Shichao, general manager of Elia’s e-commerce and internet marketing said. When "Double 11" was last year, Gloria received about 80% of free fresh traffic and clearly grasped the characteristics of the target user's needs. Many users even pre-collected the web site of the Gloria Lynx flagship store, waiting for the opening. In fact, the method used by Liu Shichao is very simple. It is to do a detailed user survey. Every two or three months, he will use his team to use home surveys or group interviews to carefully record the user's media spending habits, shopping preferences and decision-making process. Hundreds of visits to the material will eventually be processed into a user-wide behavior report as an important reference for them to improve the content and communication strategies of Goliath's online brands.
In the marketing process, Gloria changed the single battle mode in traditional e-commerce platforms such as Taobao and JD.com, and turned to portals, women’s vertical websites, video sites, search engines, and other resources to expand microblogging and Renren’s networks. Watercress and other new media platforms set up contacts across the entire network to actively guide consumers. Starting from 2011, Gloria organizes “Love Travel†event marketing each year, setting up a wish-making interactive link on the home page of Taobao. The number of participants has reached nearly 210,000, and has received good promotion and publicity results; it is launched with “Bazaar†and Intime.com. The Wardrobe Project, using its star, magazine resources, and Intime high-quality member SMS and online shopping promotion, erected a brand image of high-end fashion ladies in the minds of high-end consumers, achieving an increase of 63.6% in sales volume; The “Fashion Show†conference became the only apparel brand in the industry to hold a press conference at the Guangzhou Grand Theatre. In addition to inviting popular movie star Zhang Yiyi to perform fashion shows, the media also integrated a number of media to conduct special reports.
Today, the dissemination system has been extended from linear to interwoven three-dimensional networks. The interaction between consumers and brands no longer follows the traditional model. The development of digitalization and information technology makes it easier for consumers to grasp information and resources. Liu Shichao, with his keen eyes and innovative thinking, accurately targeted the target customer group, introduced a new brand marketing and construction system, and put forward the concept of “whole network marketingâ€. Through precision, positioning, and three-dimensional media placement, search engine optimization, social network High-frequency interaction, Bazaar online wardrobe items, new product launches, integrated communications, and a series of integrated interactive marketing across the entire network.
In the future, the wireless will go offline
Gloria's overall network marketing layout has achieved results, and brand building and product sales have achieved a win-win situation. Its network sales have jumped from 70 million yuan in 2011 to nearly 300 million yuan in 2013. In 2013, Gloria achieved sales of 53.36 million in various e-commerce platforms. Sales of the double-11 Amoy platform (Tmall, Taobao, and Juhua) continued to rank seventh among women's wear last year. At the same time, Jingdong, Yintai and Wangfu The well platforms are all ranked first in traditional physical women's clothing brands. In addition, Gloria’s promotion on Sina Weibo and Taobao Micro Amoy has also achieved remarkable results. Up till now, Gloria has more than 820,000 fans on Sina Weibo and more than 800,000 fans on Taobao Micro Amoy, which is highly sought after by users.
Liu Shichao made two judgments at the end of last year: First, the future will be divided by the wireless line, there is no "electricity" only "business", and Taobao will also shift its focus to the mainstream crowd and mainstream brands; Second, since last year "double After 11 years, the e-commerce competition is being driven by sales and creativity at the front end, turning it into a competition for brand strength and influence. It is worth mentioning that, Gloria e-commerce rarely conduct excessive explosions speculation, low-cost shopping and other acts, but adhere to the bottom line of brand value, and strive to fine management and multi-platform development. “Epee has no front, and it's a clumsy job. This is the essence of brand e-commerce competition in the future.†Liu Shichao said that the explosive growth period of e-commerce in China is coming to an end. The growth rate of many businesses in the next year will remain at 20% to 30%.
Reporter's notes:
E-Commerce competition is the front-end sales and creativity, turning to the competition of brand strength and influence, this is a sudden emergence of Gloria Women. This indicates that the gameplay of the big Taobao platform is changing, and the new e-commerce ecosystem is also sprouting. The mainstream e-commerce platforms will gradually abandon simple and crude business methods and move toward seeking a deeper win-win situation with the brands.
From a clothing company with less than 10 people, Gloria has developed into an international women's brand with over a thousand people. Its rapid rise is not accidental, but it is the result of its continuous innovation in marketing model. Gloria has formed an online and offline trend. According to Liu Shichao's assumption, the model of future retail sales is “Anytime, Anywhere, As you likeâ€, which means that brand owners need to meet the shopping needs of users online and offline on different platforms to achieve “any time, any place, and purchase at willâ€. Demand is met. He said, "Gelia has to exert influence on all places that can touch users."
Gloria has already formed a "flagship store + store" layout in Amoy. Taobao's e-commerce platform, including Vipshop, JD.com, Intime.com, and Wangfujing Dangdang, has been integrated into O2O. Transformation is also underway. In fact, this also indicates that the focus of e-commerce competition in the future is migrating. It used to be the ability to single-handedly detonate competitions, but now it has become an ecological system.
Polyester coated welding tarps fabric no wax coating, no strong smell, no contamination close to waterproof and highly waterproof. The fabric is more stable and not easy to shrink. The tear resistance is more than 2 times that of cotton canvas tarpaulins. Polyester Canvas is great for carport canopy, duck patio tarps and equipment tarps. The utility model can be used as an open storage stowage covering for the harbour and airport at the station. Temporary Tents can be built and crops can be used in the open air covering. Temporary sheds and temporary warehouses it also can be used for various construction sites such as the construction site electric power construction site.
Polyester Canvas,Colored Canvas Fabric,Outdoor Canvas Fabric,Polyester Canvas Fabric
Shandong Lufan Technical Textiles Co.,LTD , https://www.lufan-tarps.com