Children Shoes Micro-Blog "Play" Into A Trend

Recently, the children's shoes brand ABC opened an official micro-blog in Sina, and was certified by V. It formally declared ABC in the form of mass media interaction, so that more people could understand ABC and understand a series of public welfare activities of poor children. ABC also became the first child care enterprise in China to carry out brand marketing through micro-blog, creating a new marketing idea for children's shoes industry in China.

At the same time, as the first brand of Chinese youth sports equipment POOVE Seize this trend and weave " Collar "Keeping pace with the times, actively using micro-blog's communication effect to launch the first official micro-blog to focus on the growth of young people in the industry, and at the same time launching the declaration of youth growth, building a platform for communication between teenagers, parents, society and experts through weaving neck, encouraging young people to express their youthful spirit bravely and building positive outlook on life and world in communication, helping young people grow up and seeking their own development.

Today, with the popularity of the Internet, Internet marketing has become an important platform for corporate brand promotion and publicity. So how can children shoes use such a new network to publicize and trade? How to find new information platform for communicating with the outside world? What ways do we need to adopt to ensure the external information and the timely updating of the market, and quickly accumulate the so-called "circle culture"? How can we learn from some successful examples?

Guests of this session:

You Yang media Zhang Jiabing

Zhang Han, brand manager of leopard (China) Co., Ltd.

Chen Shuqing, brand consultant of POOVE sporting goods Co., Ltd.

Children's shoes "play" micro-blog or become trend

Jinjiang Economic Daily: what do you think of it? Children's shoes Do you try micro-blog marketing?

Zhang Jiabing: the development of the Internet is bound to produce various new marketing methods and open up new market competition fields. The Internet provides a new carrier for those who want to make breakthroughs in the traditional marketing field. In the rapidly changing network age, enterprises have a new weapon, which is like occupying a pre emptive plateau. POOVE takes the lead in integrating new resources, regards micro-blog as a network public welfare platform, and takes advantage of micro-blog's innovative marketing to grasp micro-blog's opportunities in the tide of network innovation. By virtue of its enthusiasm for brand building and social services, it applies micro-blog to its own public welfare ideal, creating great value for society, helping enterprises develop themselves, realizing the value added of brands and maximizing the social benefits brought by brand culture.

Zhang Han: the children's shoes industry is basically not playing micro-blog marketing. If so, it is currently trying, and there is no way to give full play to micro-blog's biggest marketing and promotional effectiveness. But in the future, Internet and mobile marketing will gradually replace traditional marketing, and become the first choice for many enterprises to publicize and disseminate. First of all, those who use computers and play micro-blog are young groups with certain knowledge, high income level and strong purchasing power. They are just the same as our main purchasing groups. Secondly, the best part of micro-blog is that it integrates two networks and mobile blocks, and it can be anytime, anywhere. Instead of using computers, you can use mobile phones and other mobile devices to publish the latest trends and information at any particular office location anytime and anywhere.

Accurately targeting consumers through micro-blog

Jinjiang Economic Daily: since there are no successful cases of micro-blog marketing in China, then how should we organize micro-blog content and build a valuable and popular enterprise micro-blog platform?

Zhang Jiabing: click rate and browse are the indicators to evaluate the heat level of a website. In the final analysis, in fact, it is a question -- gathering popularity. Similarly, micro-blog is also facing the same problem. How can we combine the actual needs of enterprises to make better use of micro-blog's emerging network communication platform? In this circle, there are three elements, namely, enterprises, agents, consumers, how these three elements can be combined together. This is a key point, or in order to achieve the best results, what steps should be taken by enterprises to complete.

In my opinion, the first thing to do is to heat the outside. First, the internal heat means that enterprises and agents first raise and maintain the heat of the platform. On this basis, we gather the precise target people through the terminal network, so that we can form an embryonic form of the organic integration of the three elements. As an enterprise, we hope that people will get high firewood, but good things should be used according to local conditions. When we can not affect the masses, we will be able to influence the most accurate ones.

Of course, enterprise registration micro-blog is a double-edged sword, good operation will give the enterprise brand image and influence plus points, but if there is no good interaction atmosphere, it will be reduced. Micro-blog is also an export of corporate voice. This voice is official. As an enterprise itself, it is also responsible for legal responsibility and social responsibility. Speaking of this, there is a problem. Micro-blog is a platform for free communication. There is a lot of voices coming out, positive and negative. So, if this negative news has bad effects on enterprises, how can enterprises cope with it? Micro-blog marketing will also involve crisis public relations, and the good and bad handling will directly affect the social image of the brand, which is a very serious problem.

Chen Shuqing: in shoes and clothing enterprises, celebrity endorsements, TV advertisements, outdoor advertisements, newspaper advertisements and channel networks form the main body of their marketing methods. These marketing methods have also achieved good results. Earlier, POOVE set up the concept of three-dimensional communication, with these marketing tools to promote meticulously, long-term soft PR, extensive promotion strategy, so that the brand in the consumer group left a deep, intuitive cognitive impression.

However, at present, the footwear industry is facing fierce competition in market competition. It puts forward new requirements for enterprises to transform their development mode, innovate marketing concept and marketing mode, and adapt to the new economic situation. In the footwear industry of young people, POOVE realized the importance of marketing innovation earlier. In the era of micro-blog, it promoted the communication media of enterprises to micro-blog platform, and established official micro-blog at the same time, such as Sina network, Tencent network and Sohu website. With the help of this new social media, it helped enterprises' e-commerce marketing business directly enter the vision of "micro-blog new human", and maintained "constant temperature connection" with existing customers to deepen brand image.