Anta And Other Fujian Footwear Enterprises Staged Micro-Blog Marketing War

Entering the peak selling season of golden nine silver ten, every big shoe and clothing enterprise has been using all kinds of skills to start a marketing war and prepare for a "golden season" in the autumn and winter. Bumper harvest year " Compared with the consistent promotion of new products, sales promotion, this year's marketing domain, a new term is particularly eye-catching micro-blog marketing, many enterprises staged a brand marketing war through micro-blog.

Registered micro-blog publicity brand

Micro-blog marketing is a new marketing method just launched. It is a new marketing method that has been spawned by micro-blog. Enterprises can register micro-blog, through the dissemination of enterprise information, interactive exchanges, carry out prize activities, special offer or discount information, advertising and other means of network marketing and promotion.

It is understood that from the first half of this year, including the seven cards, seven wolves, CABBEEN, Anta, XTEP and many other "Fujian" shoes and clothing enterprises have officially launched micro-blog micro-blog in Sina micro-blog, and distributors such as Zhengda, North Qi, micro-blog, and Russell are also entering the "battlefield", or promoting sales promotion programs, or after-sales service products, or activities. In fact, for many traditional enterprises, it has always been a traditional channel to use traditional sales mode. But today, with the rapid development of Internet economy and e-commerce, more and more enterprises are gradually changing their sales mode with the sales market, and building a network sales platform suitable for their own businesses.

" micro-blog The platform breaks the constraints of original geography, knowledge and social strata, and can reconstitute social groups, share information and initiate public actions based on common preferences and experiences. Chia Tai (China) Sporting Goods Co., Ltd. has gradually introduced the "micro-blog marketing" mode in recent years. Xu Linfang, a public relations manager of the company, introduced: "before, some companies tried online marketing, mainly using the network platform to deal with inventory in a low profile. Nowadays, enterprises are looking at the longer term and paying more attention to the promotion and promotion function of the network. Enterprises use micro-blog's user resources to develop new potential users, while using micro-blog to interact with users, brand display, improve customer service, customer retention and customer experience these links. In response, Li Xinglin, executive deputy general manager of Shishi's strong shoe industry Co., Ltd., also said that today, micro-blog's home page is registered by enterprises, establishing official blogs, and quickly promoting enterprise news, products, culture, and so on. This is a new way for enterprises to publicize their external brands.

Guard against copycat version and enhance interaction

As a matter of fact, micro-blog's marketing is still a new concept for the shoe and clothing industry in our province. For this new thing, shoes and clothing enterprises have different opinions. Generally speaking, micro-blog marketing is a double-edged sword. How to communicate with target consumers in an all-round way through the micro-blog marketing mode, increase the frequency of contact with consumers, so as to achieve the purpose of publicity, has become a topic of enterprise thinking.

Li Xinglin told the author: "the transmission power of the network is very strong. Things that are too popular will be imitated immediately. Therefore, fake and shoddy products and websites are often produced on the Internet. If we want to carry out micro-blog marketing, we must take into account the crisis prevention and handling, and the most important thing is to guard against the "copycat version" and maintain the reputation of genuine products. In addition, the interests of distributors and consumers are also the focus of business concerns. "Selling price is a difficult problem. The price is too low, it will hurt dealers. The price is too high to attract consumers. Therefore, how to make a pricing that can make online consumers satisfied without compromising the interests of dealers becomes the top priority for enterprises. Wang Weiwei, manager of Fujian's Limited by Share Ltd brand center, said.

In addition, the relevant industry pointed out that one of the important reasons for micro-blog's popularity is that bloggers and users can interact in a timely manner. Therefore, micro-blog should pay more attention to users and actively participate in the discussion, which is ignored by many enterprises. "If the company simply registered micro-blog, unilaterally updated content, and rarely interact with users, then micro-blog's browsing volume would definitely not go up. Enterprises should set up special backstage management personnel, timely reply to users' messages, answer questions from readers, analyze and solve problems, and thus form greater network influence. Xu Linfang analyzed.