Net Red Women's Clothing Store "I Am Happy Wardrobe" Marketing Strategy Research

In 2013,bonus period of Taobao ended."Big shops" and "old shops" on Taobao platform maintain operating by the old footfall accumulated so many years;it's very difficult to live for the middle or small shops which are start-up.However,a large number of woman's clothing stores founded by internet celebrity appeared on Taobao platform in 2014,breaking this pattern.Internet celebrity's woman's clothing stores gathers a large group of fans by new traffic channel-microblog;they guide the fans to Taobao platform to achieve realization,and create the myth that becomes as a crown store fastest in the history of Taobao.The new flow channel,C2B pre-sale pattern created by internet celebrity's woman's clothing stores and the flexible supply chain behind it,closed loop eco-industrial chain lead to a series of exploration and research.The internet celebrity's woman's clothing industry has become an important business revolution in internet age."My joyful wardrobe" as the leader of internet celebrity's woman's clothing industry,.It has a huge fan base a strong sales ability,high repurchase rate,low inventory and other advantages.But with the development of internet celebrity's woman's clothing industry,competition is intensifying.There are many problems that need to be taken to "My joyful wardrobe".This article describes the business model of "My joyful wardrobe" firstly,and use the theory of 4C to analyze the marketing ideas of the enterprise.Then,use PEST to analyze the macro and micro environment that "My joyful wardrobe" is in.Use SWOT tool to analyze the internal and external marketing environment further;extract the advantages and disadvantages of the enterprise itself and the opportunities and threats that enterprise is facing.Synthesizes the above analysis,evaluate the development of enterprise marketing in general;and summarize the specific problems and the deep reasons behind the problems.Put forward specific marketing strategies and suggestions.It includes the following:market positioning,brand differentiation positioning,building brand image through integrate marketing,the multi-channel construction of flow and so on.