Research On Self-owned Network Cloth Brand’s Qigege Marketing Strategy

With the rapid development of Information Technology and Internet, self-owned clothing brand’s network marketing of our country has entered a fast and mature developing stage. As Internet platform’s sales flow bonus gradually descended, constantly increased cost, and more and more traditional clothing brand flooded into network marketing, which made self-owned clothing brand’s network marketing management cost become a weakness. In an Internet economy era that network clothing industry’s brand competition increasingly intensified, network self-owned clothing brand lack of effective marketing concept and strategy, which would be difficult to survive in cruel market competition. Therefore, how network self-owned clothing brand survive the competition and maintain competitive advantage, which might need timely strategic adjustment to break away from the plight of network marketing.By means of literature research, cases combining with theoretical analysis, this paper first defined concept of brand, network self-owned clothing brand’s marketing, and explored the relevant basic theory. Then analyzed network self-owned clothing brand’s marketing environment, based on analysis of China’s network self-owned clothing brand’s development status, using the Five Forces Model analyzed present competition situation and explored its consumer purchasing behavior. Third, analyzed Othermix brand’s present marketing status and marketing mode, found out problems such as brand personality is not prominent, ignore the product quality and delivery time, insufficient technical support for brand network marketing and lack of extensive strategy, etc. Therefore, from aspects of continuously optimize Othermix’s network marketing brand personality, strengthen brand communication and promotion, implement brand extensive strategy of self-owned clothing brand, put forward countermeasures both in improve self-owned clothing brand like Othermix’s network marketing and enhance market competition ability.