Marketing Programe Design For Own Brand Of Nantong Lilian Garments Co.,Ltd On B2C

The Nantong Lilian Garments Co., Ltd. was originally started by an export trading enterprises, and after several years of development, has successfully established its own production base, as a trade, production (OEM) is an integrated enterprise.The company has successfully completed the original accumulation of capital start-ups and stage of development. With the advent of the world economic crisis, on the one hand, the cost of domestic raw materials and staff salaries continue to rise, led directly to the massive increase in the cost of the garment; The other hand, the sales price of clothing has been relatively stable. In such market conditions, the company’s profit margins are substantially reduced, in order to obtain greater profits in the production, processing and trade in these two areas is more difficult. Against this background, the company facing the challenges of development of the secondary.Lilian Fashion Co., Ltd. in order to further development of enterprises, the leadership of the company as early as in2008, began planning the development of independent brands, has been put into operation. Lilian Garments Co., Ltd. found that the traditional sales model is relatively slow progress in market and input costs also remain high, which makes finding modern marketing model to reduce costs and rapid market development in the operation of the process of developing its own brand, become a top priority of enterprises to seek greater development of its own brand.With the advent of the Internet age, the Chinese e-commerce in recent years have ushered in the explosive growth of network management and network marketing is increasingly favored by the domestic garment enterprises, many clothing brands have begun to use a variety of line on business models, such as network affiliate model (B2B2C), the B2B direct marketing companies to directly face the consumer sales model (B2C), these patterns before connecting back-end production systems, storage systems, etc., greatly enhance the network management, e-commerce sales has now become the company’s growth the fastest profit growth.The Nantong Lilian Garments Co., Ltd. Since its establishment in1999, has now developed into about1,500people, production and trade, industry and trade integration and garment enterprises, start creating their own brand in2008, and the traditional test run to open the store mode. B2C online sales platform, in order to expand sales, a year ago, online sales, but in two years, the development of independent brands is not plain sailing, encountered many problems. The slow development of independent brands, sales volume is low, the high cost of sales, how to properly use the existing sales platform to expand sales and other issues plaguing the company’s decision-making and management, become a stumbling block for further development and better earnings. Due to lack of sales experience, coupled with a wide range of domestic clothing brand. As such a backward enterprises, analysis and development suited to their own corporate brand development, sales model, the significance of the rapid development of independent brands.