Foreign trade clothing wholesale marketing is a comprehensive applied science based on economic science, behavioral science and modern management theory, which studies the marketing activities and regularity of enterprises' foreign trade clothing wholesale market centered on meeting consumer demand. The so-called foreign trade clothing wholesale market refers to all potential customers who have specific needs and desires, and are willing and able to meet such needs and desires through exchange.

The marketing concept of foreign trade clothing wholesale market refers to the basic guiding ideology and code of conduct for enterprises to carry out foreign trade clothing wholesale market marketing activities. It is the fundamental attitude and view of enterprise leaders towards foreign trade clothing wholesale market. Philosophy and methods of thinking. The marketing activities of the enterprise's foreign trade clothing wholesale market are carried out under the guidance of certain marketing concepts. The marketing concepts of the enterprises are different, and the goals and tasks of the enterprise's foreign trade clothing wholesale market marketing activities will be fundamentally different. The organizational structure, business procedures, Corresponding changes will also occur in the way of business activities, which will directly affect the operating results and economic benefits of the enterprise.

A certain marketing concept of foreign trade clothing wholesale market is the product of certain social and economic development. With the development of commodity economy and the development and change of foreign trade clothing wholesale marketing, the marketing concept of foreign trade clothing wholesale market also evolves and progresses accordingly. It is generally believed that production concept, product concept, sales concept, foreign trade clothing wholesale market marketing concept and social foreign trade clothing wholesale market marketing concept are five representative marketing concepts.

1. Production concept

The concept of production is a marketing concept centered on production under the conditions of the seller's foreign trade clothing wholesale market. The production concept believes that consumers like those products that can be bought everywhere and at low prices. Enterprises should focus on improving production efficiency and distribution efficiency, expanding production, and reducing costs to expand the foreign trade clothing wholesale market. Obviously, the concept of production is a business philosophy that emphasizes production and ignores marketing. The concept of production was popular in Western capitalist countries from the end of the 19th century to the beginning of the 20th century. Due to the low level of social productivity at that time, slow production development, shortage of materials, and strong demand, the general situation of the foreign trade clothing wholesale market is that the supply of goods exceeds the demand. Consumers want to be able to buy what they need, but don't care about the specific features or characteristics of the product. Therefore, as long as the product is produced, it is easy to be sold, and some products are even pre-ordered. It is in this situation that the concept of foreign trade production comes into being.

2. Product Concept

Product concept is a product-centric marketing concept. This concept holds that consumers welcome products with good quality, unique performance and reasonable price, and only products with good quality and low price will attract consumers to buy. At this time, the most important work of enterprises is to improve product quality and reduce production costs. The product concept pays attention to the needs of consumers for product quality, performance, characteristics and price, and emphasizes "winning by quality" and "winning by cheapness", which is stronger than the production concept of "winning by quantity". It is "selling according to production". Enterprises that pursue this kind of management idea, although they have created high-quality products, are often obsessed with the high quality and reasonable prices of their own products, but ignore the dynamic changes in demand in the foreign trade clothing wholesale market, and lack foresight in product development. , the result is bound to lead itself into a predicament.

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Third, the concept of sales

The concept of sales (or sales concept) is a marketing concept centered on sales during the period when the seller's foreign trade clothing wholesale market is transformed into the buyer's foreign trade clothing wholesale market. This concept holds that consumers generally do not buy non-essential commodities, but if companies try their best to make consumers interested in their products, they will expand sales, increase the market share of foreign trade clothing wholesale, and achieve better benefits. From the late 1920s to the end of the Second World War, the capitalist economy developed rapidly, the number of social products increased sharply, the contradiction between overproduction and underconsumption became more and more obvious. The capitalist economic crisis that broke out from 1929 to 1933 further exacerbated the inherent contradictions of capitalism, and a large amount of commodities were overstocked. If enterprises want to survive, the top priority is to strengthen their sales work and sell the overstocked products. Under the background of this era, the "promotion concept" came into being and was recognized by most enterprises. Therefore, enterprises began to attach importance to sales work, set up sales agencies one after another, increased the content of sales work, studied sales techniques and advertising techniques, and sold goods to actual and potential buyers. The concept of sales has greatly improved the status of sales work in the management of enterprises, but this concept is to start from the existing products, adopt various sales methods and means for the products that have been produced, and persuade and induce customers to buy. Starting from the needs and desires of customers, produce products that customers need and satisfy. Therefore, in essence, it is a business philosophy of selling what is produced.

Fourth, the concept of foreign trade clothing wholesale marketing

The concept of foreign trade clothing wholesale marketing is a new type of business philosophy that emerged as a challenge to the above concepts. Although this idea has been around for a long time, its core principles were not largely formalized until the mid-1950s. The marketing concept of foreign trade clothing wholesale market believes that the key to realizing the goals of the enterprise is to correctly determine the needs and desires of the target foreign trade clothing wholesale market, and to deliver the goods and services expected by the target foreign trade clothing wholesale market more effectively than competitors. More effectively meet the needs and desires of the target foreign trade clothing wholesale market. Theodore Levitt once compared the concept of sales with the marketing concept of foreign trade clothing wholesale, and pointed out that the sales concept takes the seller's needs as the starting point, and considers how to turn products into cash; while the foreign trade clothing wholesale marketing concept considers how to pass Manufacture, deliver products and everything related to final consumer products to meet customer needs. In essence, the marketing concept of foreign trade clothing wholesale market is a philosophy oriented by customer needs and desires, and it is the embodiment of consumer sovereignty theory in enterprise management.

Five, social foreign trade clothing wholesale marketing concept

The marketing concept of social foreign trade clothing wholesale market is a marketing concept centered on social interests, and it is the supplement and improvement of the foreign trade clothing wholesale market marketing concept. This concept holds that when a company provides any product or service, it must fully consider the interests of consumers, enterprises and society. That is, while satisfying consumer demand and creating profits for enterprises, we must also safeguard the interests of the public.

In the 1970s, the movement to protect consumers' rights and interests flourished in Western capitalist countries, and the contradiction between rights and interests and social interests became increasingly prominent. Under this background, the concept of social foreign trade clothing wholesale marketing was born. Many experts believe that the marketing concept of foreign trade clothing wholesale market emphasizes satisfying consumers' desires and achieving corporate goals, but neglects to maintain the interests of the public, resulting in some adverse consequences, such as premature obsolescence of products, excessive waste of resources, serious environmental pollution, etc. In order to make huge profits, some enterprises do not talk about social morality, deceive customers, damage the interests of consumers, etc., so experts put forward the concept of social foreign trade clothing wholesale marketing to revise and replace the foreign trade clothing wholesale marketing concept. This concept has changed the practice of simply catering to the needs of consumers, and turned to the design of social lifestyles, actively and actively influencing and guiding consumers, while organically integrating the interests of enterprises, consumers' needs and desires, and the interests of the public. Combined.

The above five foreign trade clothing wholesale marketing concepts can be summarized into two types. One is the traditional foreign trade clothing wholesale marketing concept, including the production concept, product concept and sales concept; the other is the modern marketing concept, including the foreign trade clothing wholesale marketing concept and the social foreign trade clothing wholesale marketing concept. The difference between these two types of concepts is: the traditional marketing concept is centered on the producer (enterprise), consumers are in a subordinate position, and the task of the enterprise is to sell products for profit, which is "producer-oriented" Marketing concept, the way a business achieves its goals is to increase production or enhance sales. The modern marketing concept is centered on the needs of the foreign trade clothing wholesale market (consumers), and its purpose is to satisfy the needs of the society by meeting the needs of customers, and at the same time to achieve the goals of the enterprise. This is the marketing concept of "oriented by the foreign trade clothing wholesale market", and the method to achieve the enterprise goal is to organize the overall marketing activities with the product marketability as the axis.