1. Purpose of online marketing

1. Online wholesale:

The company now takes wholesale as the main sales mode. The main purpose of this online marketing is to realize the wholesale of clothing products (online+offline) through the network, so that more online dealers, physical stores and online stores can know about our clothing products through the network and understand.

2. Group procurement:

Promote through the network to attract large-scale group procurement such as group organizations, enterprises and institutions.

3. Spreading brands:

Enhance the brand awareness, recognition and reputation of enterprises' own clothing products in the industry, strengthen the competitiveness and brand image of enterprises through the network, and help promote offline terminal sales. It not only helps dealers to sell goods, but also provides communication support for merchants.

so how can we achieve the above three goals? First of all, we will make a preliminary analysis from the basic network behavior of our target audience: dealers, merchants and end customers!

2: target audience analysis

1. Baidu search

Baidu has more than 6 billion searches every year, and it is the largest network portal platform in China. If you have any questions, please ask Baidu. Of course, Baidu is also the primary channel for distributors, organizations and merchants in the clothing industry to obtain relevant information. Therefore, it is our primary promotion strategy to seize the entrance of keywords related to clothing products in Baidu search.

2. Industry Websites

Many clothing and related industry websites are also important sources for dealers and merchants to obtain information. Therefore, the promotion of industry websites is our second promotion strategy. There are many websites like this, such as China No.1 Clothing Network, China Clothing Network and so on.

3. News portals

Large portals such as Sina, Sohu, Netease, Tencent and Tianya, especially related channels such as clothing and wholesale, are also one of the daily network behaviors of the target audience. At the same time, portal news has another function. The news content of its website is easy to appear on the front page of Baidu search results, which plays a very good role in enhancing corporate brands in terms of exposure and credibility.

4. B2B platforms

B2B platforms represented by Alibaba and HC Network are another important channel for dealers to obtain information. There are many B2B platforms like this, which can be selected and utilized in a targeted manner.

5. Wholesale websites

The comprehensive and industrial wholesale platform is another important channel for dealers to obtain information.

3. Overall thinking of network marketing

1. Overall mode

First, build a marketing website, and then use it as a carrier for network communication and promotion;

target customers access the company's website after obtaining relevant company information through Baidu search, news, industry stations and B2B platforms;

With excellent experience and in-depth value content, the website initially establishes a professional and trusted brand image for customers, impresses the target customers and contacts the company online or by telephone, leaving detailed contact information;

the sales personnel conduct further in-depth communication and negotiation with the intended customers offline to promote the transaction;

assist in communication and negotiation on B2B, clothing industry, wholesale and other website platforms.

2. Website strategy

To build a marketing website with sales force, credibility and communication force. The breakthrough point is as follows:

When planning the website, we should start with marketing analysis, and plan by means of comprehensive marketing strategy, customer website experience, network technology and SEO planning;

the content of the website should have deep value, and SEO skills should be considered;

There need to be a large number of customer cases, dealer agency policies and successful cases, and the company brand endorsement, company honor certificate, media reports and other contents need to be perfectly displayed;

comprehensively plan and operate the website from strategic planning, copywriting and art design.

3. Network communication promotion strategy

According to the analysis conclusion of the purpose of network marketing and the network information acquisition channel of the target audience, targeted network communication promotion is adopted. Goal: let the industry spread all over the company's product information, and think of your company as soon as there is demand. The main network promotion and communication strategies can be referred to as follows:

1 Baidu

Baidu bidding

SEO optimizing natural ranking

Baidu knows

Baidu Post Bar

Baidu Encyclopedia and other

2 industry websites

clothing and related websites, community forums, etc.

3 news portals

put news on Sina, Netease, Sohu, Tencent and other portals to establish a brand image and seize the entrance of Baidu's home page.

4 B2B platforms

are promoted in Ali, HC and other B2B platforms.

5 Other aids

Do routine daily promotion through other forums, classified information and wholesale website platforms.

iv. Basic contents of network marketing

Network marketing is a highly systematic work. Before launching network marketing projects, clothing enterprises must plan and implement this work from the perspective of strategic development in combination with the actual situation of enterprises.

1. Overall planning of network marketing project

includes project development steps, stage objectives, project schedule control planning, etc.

2. Planning and construction of marketing websites

The content of planning and construction of marketing websites is explained in detail in my blog, so I won't explain it in detail here, but you can walk around and check it out!

3. website sales promotion execution

includes website brand copy content and service product copy writing, and website information content is continuously updated.

4. website SEO optimization execution

includes SEO keyword strategy analysis and selection, website internal SEO optimization execution and website external SEO optimization execution.

5. Monitoring and adjustment of website Baidu bidding management

includes keyword selection, creative writing and optimization of bidding methods.

6, the whole network promotion and communication execution

news writing and publishing in online media, industry website promotion, B2B promotion and other specific promotion information design, publishing and maintenance

7, data monitoring and analysis

including promotion data monitoring and statistics, SEO keyword ranking monitoring, website traffic monitoring and statistics, website visit trajectory analysis.

Summary: The direct purpose of clothing enterprises to carry out online marketing is nothing more than to realize and improve the sales of clothing products through online channels, accelerate the market share of online marketing, and then enhance the brand influence of traditional markets and catalyze the overall market share.

Of course, different enterprises have different purposes, modes and strategies to carry out online marketing according to their actual needs. The above contents cannot be summarized. If you have better suggestions, you can communicate with me further. Model commercial project plan (2)

1. Summary of the project enterprise

The summary of the business plan is the core of all the plans.

investment arrangement

basic information of the proposed enterprise

other information or data that need to be highlighted (can be repeated with the following, This summary will be viewed by investors as a summary of the project)

II. Business Description

The purpose of the enterprise (about 2 words)

The main development strategic objectives and stage objectives

The technical uniqueness of the project (please compare it with similar technologies)

Introduce the personnel and capital plans invested in research and development and the goals to be achieved. Including:

1. Research capital investment

2. R&D personnel

3. R&D equipment

4. Technological advancement and development trend of R&D products

3. Products and services

Entrepreneurs must introduce their own product or service ideas. The main contents are as follows:

1. Name, characteristics and performance of the product; * introduce the product or service of the enterprise and its value to customers

2. The development process of the product, * Has the same product not appeared in the market yet? Why?

3. Where is the product in the life cycle

4. What is the market prospect and competitiveness of the product

5. The plan and cost of technical improvement and upgrading of the product,

the source of profit and the business model of sustainable profit

the production and operation plan.

mainly includes the following contents:

1. Production and operation plan of new products: how to purchase raw materials for producing products, information about suppliers, information about labor force and employees, arrangement of production funds, factory buildings and land, etc.

2, the company's production technology capability

3, quality control and quality improvement capability

4, production equipment to be purchased

5, production process

6, economic analysis and production process of produced products

4, marketing

Introduce the market, marketing strategy, competitive environment, competitive advantages and disadvantages, and. The growth rate, the core technology of products or services, the total demand of core products to be invested, etc.

Target markets should solve the following problems:

1. What is your market segment?

2. what is your target customer base?

3. What is your five-year production plan, income and profit?

4. How big is your market? What is your target market share?

5. What is your marketing strategy?

industry analysis should answer the following questions:

1. What is the development level of this industry?

2. What's the development trend now?

3. What is the total sales of this industry? What's the total income? What is the development trend?

4. What is the impact of economic development on this industry?

5. how does the government affect this industry?

6. What factors determine its development?

7. What is the essence of competition? What kind of strategy do you adopt?

8. What are the barriers to entering this industry? How will you overcome it?

in competition analysis, the following questions should be answered:

1. What are your main competitors?

2. What is the market share and strategy of your competitors?

3. What new developments may occur?

4. what is the progress and realistic material basis of your core technology (including the ownership of patented technology and the use of related technologies) and product research and development?

5. What's your strategy?

6. What are your development, market and geographical advantages in the competition?

7. Can you bear the pressure brought by competition?

8. What are the advantages of price, performance and quality in the market competition?

marketing, Your market influence strategy should explain the following issues:

1. Marketing organization and team

2. Selection of marketing channels and construction of marketing network

3. Advertising strategy and promotion strategy

4. Price strategy

5. Market penetration and development plan

6. Emergency countermeasures for unexpected situations in marketing

5. Management team < Mainly including:

1. The management organization of the company, Major shareholders, directors, key employees, salaries, stock options, labor agreements, reward and punishment systems, and the composition of various departments should be clearly displayed

2. Show the fighting capacity and uniqueness of your company's management team, as well as its distinctive cohesion and fighting spirit * List one of the key figures (including founders, directors, managers and key employees, etc.)

How many full-time employees does the company have * * *?

what are the strengths and weaknesses of the management team?

talent strategy and incentive system?

external support: the names of intermediary agencies such as legal consultants, investment consultants, investment consultants and accounting firms hired by the company.

VI. Financial forecast

Financial analysis includes the following three aspects:

1. Historical data of the past three years and development forecast for the next three years. It mainly provides cash flow statement, balance sheet, income statement and annual financial summary report for the past three years

2. Investment plan:

(1) Estimated amount of venture capital

(2) How to arrange the future financing capital structure of venture enterprises

(3) Mortgage and guarantee conditions for obtaining venture capital

(4) Arrangements for investment income and reinvestment < Proportion arrangement of both parties' equity after venture capitalists invest

(6) Income and expenditure arrangement of investment funds and preparation of financial reports

(7) Degree of investors' involvement in the company's operation and management

3. Financing demand

Amount of funds needed for starting a business, team contribution, capital demand plan, amount of funds needed to realize the company's development plan, timeliness of capital demand, and use of funds (specify the use of funds,

what investment is needed to complete the research and development?

what investment is needed to break even?

when will it break even?

the planned progress of project implementation and the corresponding fund allocation and schedule.

investment and income

briefly describe the amount, exit strategy, expected return amount and timetable of venture capital in this period?

VII. Capital structure

Statement of current capital structure

Statement of capital structure after the funds are in place in this period

Please explain what kind of investors you are looking for? (including investors' understanding of the industry, financial and management support, etc.)

VIII. Ways for investors to withdraw

Listing of shares: according to the analysis of this business plan, analyze the possibility of listing of the company and explain the preconditions for listing

Equity transfer: investors can recover their investment through equity transfer

Equity repurchase: according to the analysis of this business plan, The company should explain

profit dividend to investors when implementing the share repurchase plan: investors can recover their investment through the company's profit dividend. According to the analysis of this business plan, the company should explain

IX. Risk analysis

Risks faced by enterprises and countermeasures

Explain in detail the risks that may be encountered during the project implementation, and put forward effective risk control and prevention measures, including technical risks, market risks and management risks.