Song Zhiguang: Fashion Digital Marketing Times

The "China Management Global Forum 2011" held by Kingdee International Software Group's apparel industry business unit was held in Guangzhou Baiyun International Conference Center. With the theme of “Smart Integration and Recreating High Fashion Value”, the Forum has explored several industry-leading management experts and more than a hundred senior managers of apparel companies in the transformation and upgrading of the Chinese shoe and clothing industry during the transition period.

The conference invited Song Zhiguang, an influential expert in the apparel industry, to talk about digital marketing in the apparel industry. Song Zhiguang said: After the increase in the cost of digital marketing, many companies are adjusting their own channel distribution model, and some of them have turned to direct camp. In the face of a huge direct sales system, who determines the quantity of incoming goods, how to arrange inventory, face a large scale of production, supply systems, professional procurement system, logistics distribution management system, digital marketing is particularly important at this time.

With the acceleration of clothing competition speed, many people have found that the speed of getting goods to market is getting faster and faster. With the speed of the apparel industry accelerating, the pace of market listing is getting faster and faster. This is the new management technology for traditional marketing. Present a challenge because it has a concept of cycles. Song Zhiguang talked about: "In the merchandise management, one of the key data is forgotten by many of us is time, there is time to sell the goods, there is no problem with more inventory, so time determines the goods, not the goods themselves."

Therefore, companies will add a life cycle to their management. Enterprises must actively use some modern management information technologies and network technologies to change to digital management. However, many brands believe that products have no shelf life, and they are sold as long as they are sold. As the scale of the company's market grows, a very small deviation will bring huge losses because the company does not design standards for itself.

In corporate management, relying on information centers, financial data, and merchandise management marketing can also be specific and executable programs. They have their own standards rather than written descriptions. Commodity plans form a plan for products to meet the company's strategy and corporate profits. The related information is incorporated into the product planning and passed on to the design department. The design department combines the popular trends to transform the brand features into product signals. The company’s buyers and purchasers will combine product planning and marketing planning to implement product orders. , Let sales progress, logistics, deployment, promotion, etc. all be completed in the plan, digital management will be a very important direction of development of Chinese shoes and apparel fashion companies, and finally Song Zhiguang talked about: “I hope the future companies will have a clean The data source, with our advanced management technology and system, allows our company to clearly achieve true technology, and hopes that in the future you will be able to attach importance to the data information in marketing and provide a force for the later development of our company."

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