Analysis of customer relationship management in clothing enterprises

Since China joined the WTO, the domestic clothing industry has been continuously optimized and upgraded, and the production chain and structure have undergone tremendous changes, forming a unique clothing brand. At the same time, foreign clothing brands with high technology content and fashionable design concepts flooded into the domestic market, which had an impact on existing domestic brands.

First, the customer value analysis of clothing enterprises

If brand clothing wants to enhance its competitiveness and stand out among many competitors, it must truly understand the needs of consumers and formulate different marketing strategies for different consumers. This paper analyzes the customer's value from two aspects: current value and potential value. The analysis of customer's current value is the basis of customer relationship management. The analysis of customer's current data can predict customer's future consumption behavior and estimate customer's potential value. The analysis of potential value is helpful for enterprises to grasp the future direction.

1. Analysis of customer's current value

Customer's current value refers to the profits brought to the enterprise by customers' purchase behavior at this stage, which includes the current values of end customers and intermediate customers. The consumption of customers' money directly brings cash profits to enterprises and creates value for enterprises. The amount of purchase directly determines the amount of product cost shared by customers, so this paper selects two aspects: profit and purchase amount when analyzing the current value of end customers. The current value of intermediate customers is similar to the current value of final customers, and it is also the use of profit and purchase volume. However, due to some differences between the two types of customers, the degree of reliance on these two indicators is different.

2. analysis of customer's potential value

the potential value of customers refers to the business income that can be brought to the enterprise greater than its current value if the customer's future consumption behavior changes. First of all, clothing has the characteristics of seasonality and popularity, so customers' own consumption behavior dominates. Through the consumption characteristics of the end customers, we can see whether they are interested in the brand clothing and whether they can become the target customers of the enterprise. Secondly, consumers' buying behavior is continuous, so they can predict the future buying trend of customers, and the loyalty and trust of consumers will also determine whether the customers can bring long-term profits to the enterprise. Finally, in addition to investigating the current consumption characteristics and loyalty of customers, we should also consider whether the growth of customers can make the enterprise sustainable. As an organized buyer of clothing enterprises, the intermediate customers, who are very different from the final customers, aim to resell clothing and earn the difference. Therefore, the potential value of intermediate customers is closely related to the size of the resale clothing quantity, the local market situation and its own business situation. To evaluate the potential value of intermediate customers from the perspective of clothing enterprises, we should also pay attention to the credibility and loyalty of intermediate customers, so in this paper, we use four indicators to evaluate the potential value of intermediate customers: customer operating strength, customer credibility, cooperation loyalty and regional market size.

2. Research on customer value evaluation of clothing enterprises

1. Construction of customer value evaluation index system of clothing enterprises

Before analyzing the customer value of clothing enterprises, a corresponding evaluation index system should be established. This paper uses the index evaluation method to study the customer value research of clothing enterprises, and divides customers into two categories: final customers and intermediate customers, respectively, and studies their. From the perspective of current value and potential value, the indicators are divided into one. The final customer value evaluation system diagram of clothing enterprises as shown in Figure 1 and the intermediate customer value evaluation system diagram of clothing enterprises as shown in Figure 2 can be obtained.

The customer value of clothing enterprises is divided into current value and potential value, so the total customer value can be obtained.

2. Customer relationship management

According to the average current value and average potential value of customers, the current value and potential value of each customer can be evaluated. If it is higher than the average, it is deemed as? High-value customers? , and vice versa? Low value? Clients.

High-value customers: These customers have high current value and potential value, and they are in great need of the company, regardless of the development stage of the enterprise. Therefore, when dealing with these customer relationships, we should deeply understand their needs and formulate VIP personalized services for them to ensure long-term cooperative relations.

potential value: the current value of these customers is not high, but their potential value is high. For those companies that have entered a period of stable development and intend to expand, these customers are very needed, which is an important boost for the future development of enterprises. They need to invest certain service costs and resources to guide their consumption, so as to turn their high potential value into high current value.

Secondary value customers: These customers have higher current value, but their potential value is lower. This kind of customers have made great contributions to the company in the initial stage of the enterprise or when the operation is in trouble. The company should attach importance to their relationship management, invest certain resources and service costs to maintain their high current value and bring considerable income to the enterprise.

low-value customers: these customers are relatively low in both current value and potential value, and the relationship between these customers should be handled according to the specific situation of the enterprise. If it is in the initial stage of the enterprise, the brand clothing has not been promoted in the market, and there is no awareness of the brand, and the enterprise needs to spend some resources to guide it; After a period of observation, if the effect is little, you can consider terminating the cooperative relationship. Because not all consumers' needs can bring profits to enterprises, enterprise managers should have the spirit of trade-offs. ;