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Marketing methods of Shanghai clothing company

2019-12-30 来源: 51Due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- Marketing methods of Shanghai clothing company,供大家参考学习,这篇论文讨论了上海服装公司的营销方式。在上海开一家服装公司,推广和推销这种服务的方法就会有很多。其中最主要的是展览,通过网上购物的方式展示服务,以及使用当地的社交媒体。展览是传统的有影响力的商业推广方式,而网上购物是获取用户的另一种主要方式。然而,在市场营销中,关键不在于使用了多少种方法,而在于每种方法使用的深度。对于分支机构这样的初创企业来说,使用一种经过彻底探索的单一方法就足够了。

1. Currently, under the fast fashion approach, the fashion industry is associated with huge waste, speeding up the consumption of global resources and significantly polluting the environment (Joy et al., 2012). Fashion should be redefined and the new alternative should be created. This concept motives the founder - Rose and the joint partner Brooke of CLOTHES LOOP to create the business offering customers ‘a service to trade their clothes afterwards’ (Clothes Loop, n.d.).

2. Yes, I think this enterprise is entrepreneurial. An entrepreneurial enterprise refers to an organization using a business approach to meet certain market needs; innovation often is the cornerstone to its success (Shaw, 2004). According to this definition, as a beginner, CLOTHES LOOP who was established in 2014, providing customers fashion in an alternative way meeting the current requirement of sustainability in the industry, is entrepreneurial.

3. The nature of a social enterprise and a charity is different. A social enterprise is the organization that uses business ways to satisfy social and environmental needs to realize a difference in the communities positively (British Council's Beijing office, n.d.; cited in China Daily, 2012). Hence, social enterprises are the revenue-generating businesses primarily aim to use their surpluses to re-invest for that social and environmental purpose, rather than to deliver the income to owners and shareholders. For example, 31 BITS in Africa, marketing jewelry made by local women from recycled materials with a aim to use design and fashion to reduce poverty (Hum, 2014), is a social enterprise. On the other hand, a charity is the organization that voluntarily offers help to the people in need. A charity is humanitarian actor. TRANSFAR FOUNDATION in China is example; this organization voluntarily offers resources and care for Chinese truck drivers with a mission to promote road safety and built over 400 charity stations covering the service for 25,000 truck drivers in 2017 (China Daily, 2018).

4. CLOTHES LOOP has some characteristics of a social enterprise, such as using a business approach, having an social and environmental objective addressing sustainability, etc. However, it is also mentioned, CLOTHES LOOP entered the competitive market (Clothes Loop, n.d.) for profit. Based on the available information on its website, it is unknown that the profit generated by CLOTHES LOOP is used for re-investment for the that objective or delivered to its owners. Hence, though CLOTHES LOOP is similar to a social enterprise it would not be an example of this type. On the other hand, CLOTHES LOOP is not a charity as its activity is of a business approach rather than a humanitarian act. 

5. There is great possibilities for CLOTHES LOOP to be successful in Shanghai. Different from other regions in China, Shanghai has been exposed to western and other development cultures for a long time. Consumers there have more similar shopping concept and philosophies as that in developed nations. Hence, from the perspective of marketing place, Shanghai is a potential choice. Secondly, fashion product incorporated with sustainability concept would meets the market in Shanghai; as more and more people there become aware of sustainability connected fashion (Liu & Han, 2015). Hence, the success of this type of business in Shanghai greatly depends on the way of promotion or marketing strategies.

6. If a branch of CLOTHES LOOP is opened in Shanghai, there would be many ways to promote and market the service. Some major ones would be exhibitions, exposing the service through online shopping method, and the use of local social medias.

Exhibition is a traditionally influential way of business promotion. Through attending industrial fairs and showing the products or services, the marketers have the chance to talk potential business cooperation opportunities with the large volume buyers and also the chance to retail the products or service on site to consumers who mostly are local visitors to the fairs. In Shanghai, there are several internationally famous exhibition centers, such as Shanghai New International Expo Centre in Pu dong district of Shanghai, National Exhibition and Convention Center (Shanghai) in Hong qiao district, and so on. Attending the exhibitions in Shanghai could be regular way for Shanghai Branch of CLOTHES LOOP to promote business and acquire users. Besides, comparing with competitors from other places, the branch saves more cost in traveling and delivering samples to the local exhibitions, and is easier to acquire international large volume buyers as they are happier to visit the branch in Shanghai to talk about cooperation than those competitors require a long-distance travel from Shanghai.

Online shopping is another major method to acquire users. As the arrival of internet and later the wide-band connected smart phones, online shopping has been popular in China. There are two available approaches for online marketing for the businesses in China. One is to join the business-to-business platforms such as alibaba.com, globalresources.com, made-in-china.com and so on which are famous and influential; or at the same time to join the business-to-consumer platforms such as Ebay China, taobao.com, jd.com and so on to acquire retail businesses. The other approach is to construct own on-line shopping website and promote it through search engine optimization or advertisements on local search engines.

Using social media platforms has been a worldwide popular way of managing business. The locally influential social media mainly is Weibo.cn. By the use of this social media, the branch could increase its brand identity and brand image while instantly watching consumers’ feedback on its service, promote its service through the effect of world of mouth, and so on. Ultimately, acquiring more and more loyal consumers.

These above are some of the marketing approaches currently suitable for a business like CLOTHES LOOP branch in Shanghai. However, in marketing, the point is not how many approaches employed, rather, the point is the depth each method is used. For a start-up like the branch, one single approach with thorough exploration in using it would be sufficient.

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