Fashion Brand Marketing Enters The New Media Era

How can the latest clothing information be pmitted to potential customers at the first time?

How can customers try out new clothes and show them to friends at will?

Two questions of Liu Zhaoyang, vice president of Tencent Inc and general manager of advertising department, have aroused the curiosity of all the executives in the clothing industry.

"This is a problem that the traditional fashion marketing mode can not solve, and our new media technology can cross the tradition, enhance the brand experience of the customers, and ultimately form the buying behavior."

In November 14th, Tencent Inc hosted the "Tencent 2006 - new media era clothing brand marketing seminar" held in Wenzhou.

Wenzhou's famous clothing brand enterprises and marketing elites gather to explore the way of clothing brand marketing.

Enterprise decision-makers believe that the concept of new media marketing brought by Tencent Inc has triggered a storm of exploration for traditional industry marketing mode.

Liu Zhaoyang, vice president of Tencent Inc and general manager of advertising department, said that Tencent's overall platform has created a highly personalized product QQ show through in-depth study of users' online behavior, and qqxiu can display its personal image to QQ friends through instant messaging, and has become the image label of network communication.

After the QQ show gained market acclaim, Tencent once again created a brand new marketing mode, that is, through the new media technology, put all kinds of brand clothing styles into QQ show, and make them into realistic brand clothing for Q people to wear.

Now, including NIKE, Reebok, ESPRIT and other fashion brands have chosen Tencent QQ show as their new clothing network "T Taiwan".

Tencent has not satisfied its existing achievements. Now it has upgraded the "QQ show" to the 3D QQ show. 3DQQ show vividly shows the charm of fashion with a better three-dimensional image. It has become the "magic weapon" of the Q people, which once again attracted the attention of the industry.

Nowadays, with the rapid growth of all kinds of media and the increasingly segmentation of audiences, consumers' media contact habits have undergone fundamental changes. More and more consumers are gradually shifting their dependence on the ordinary mass media, and are more willing to invest in the convenient and fast emerging media brought by modern technology.

The reporter observed that compared with the traditional fashion marketing mode, the Internet as the new media has two characteristics of interaction and progressive. It can stimulate audiences from all aspects, and make the brand image of the clothing go deep into the hearts of the audience.

Using the Internet to bind the promotional activities and entertainment of brands to cater to the psychology and behavior habits of the netizens, especially the young people, can greatly improve the young people's memory and recognition of the clothing brand, thus accumulating their impression and recognition of the clothing brand, intending to establish the "brand consumption subset", and then affect the final product purchase.

For example, Q people have been recognized and praised by their friends through trying out the brand clothes in QQ show, which will further enhance brand appeal.

Tencent, the largest Internet service provider in China, has nearly 600 million users of instant messaging software QQ, whose portal website has covered 95% of China's Internet users.

In addition to its huge user base, Tencent's user characteristics are also consistent with the brand consumer characteristics of clothing.

Take Tencent's customers Semir and Anta as an example. Their core consumer groups are mainly concentrated on young users aged 15 to 30. Most of Tencent's users are also concentrated in this age group. They are active, fashionable, have a certain spending power, like to try new things, catch up with the trend and quality, and become the most valuable people in the clothing industry.

Tencent combines the advantages of its own platform with the combination of different products, so that the product brand is more friendly in front of the user, so that the brand concept of customers is deeply embedded in all aspects of the user's network life.

The result of a multi pronged full effect linkage is to enable users to feel the brand spirit in an all-round way.

The new idea of brand marketing will bring new enlightenment to the traditional industry. As one of the pioneers of China's Internet, Tencent Inc will also become the leader of marketing in the new media era.