The New Marketing Controversy Of Fans Is A Kind Of Dissemination.

"This year double 11 that day Taobao, Tmall 19 billion 100 million yuan sales record, let many industry personages be surprised. In fact, there is another set of data behind this group of data, that is, enterprises that sell more than ten million yuan in Taobao this day have 70%~80% clothing brand enterprises, especially the traditional clothing brand enterprises. Wang Chunhuan, senior vice president of fan Ke Cheng (hereinafter referred to as "guest of all"), uses the word "magnificent and magnificent" to summarize the e-commerce road of clothing brand enterprises in recent years.

For the double 11 day's performance, Ma Yun interviewed by the media said that this is not an electricity supplier war, but a new business model and the traditional business model of the war, the new business ecosystem represented by the electricity supplier will revolutionize the traditional business ecosystem. Wang Chunhuan deeply agrees with Ma Yun's view. In his view, the road to electricity supplier has a long way to go for brand clothing enterprises, but its current scale has proved that this marketing mode is indispensable.

　　 "Every object" -- "new virus marketing"

"I love acting, I don't like to play; I love fighting and enjoying life; I love beauty." clothes It's more like discount labels; it's not Mille, not Qian Xiaoyang, not big star. I'm Wang Luodan. I'm not special. I'm special; I'm not the same as others. I'm the same as you. I'm a guest. In 2010, Wang Luodan's white skirt made more people familiar with customers. This is the object advertisement.

According to Wang Chunhuan, this object was only "unintentional" to the customers at that time, but it did not expect that this "willfully" would cause a widespread viral marketing on the Internet. Fan Xiaoqing, an advertising professional teacher at Minzu University of China, once said, " VANCL style The most important feature of marketing is that it does not directly produce word-of-mouth products for customers, but only attracts people's attention through spoof. Contrary to traditional marketing methods, "viral marketing" is mainly induced, and it also provides consumers with recreational activities. It has been widely welcomed.

Indeed, when all guests were born, with the advent of micro-blog and social networking platform just now, huge netizens were mobilized, and a PS's Internet craze was launched. Moreover, the "virus" of the object is not single. It spreads not only the products of the customers, but also the various versions of the virus on the basis of concerted efforts. This has also become a great pleasure for netizens at that time.

"In fact, people who were familiar with and focused on everyone at the beginning were spreading the news and began to" learn "to create objects. However, the strength of micro-blog and social platforms (such as watercress) is far beyond the expectations of the van gall leaders. Every object's "virus" gradually "invade" is not too familiar with other target audiences. These audiences are precisely the main target consumers of all customers, and the office workers and school people who like the new things on the Internet. Wang Chunhuan said that through the active dissemination of the network, this "red tide" advertising copy brought the stars back to the "customers".

And the final result of this reduction, just like Fan Xiaoqing's evaluation, has led to the "hot" of all objects, and has also directly promoted the popularity of fan's brand. Of course, this boom is not just in the network, just like the plan that everyone wants to extend from line to line. In July and August 2010, there were many light box billboards were all objects.

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"As an online clothing brand, we only just started two or three years ago, and from the brand awareness, it is still relatively weak, and after this advertising incident, everyone started to grow into a well-known brand." Wang Chunhuan said frankly, including Chen, everyone thinks that objects play a vital role in promoting the popularity of van customer.

　 Controversy itself is a kind of communication.

An important reason why the object can be "hot" is the proper choice of its spokesperson.

"An important feature of Internet communication is the emphasis on controversy, and everyone is an attitude brand. The spokesperson must have enough topics and attractions, and have the qualities to brighten the eyes of consumers." Wang Chunhuan said, the spokesperson of every guest, whether it is Han Han, Wang Luodan, Huang Xiaoming or Li Yuchun, has aroused public concern.

"Internet brand is bound to match the characteristics of the Internet dissemination. We always believe that no controversy has not spread, and the bigger the controversy, the better." Wang Chunhuan said that the controversial spokesperson has also caused controversy at the top of the company, and whether the renewal of Han Han this spring is a typical case.

"As we all know, our spokesperson Han Han was in danger at the beginning of this year. Because of Fang Zhou's matter, Han Han had basically stopped talking. Therefore, there are two opinions on whether or not to renew Han Han in the company. One view is that Han Han's incident may be a scandal for our company, and the other view is that if we do not renew Han Han, some people will criticize us for being ungrateful. Our final choice is whether it is good or not.

"Facts have proved that our adventure is worth it." Wang Chunhuan said that in March and April, all visitors launched a vigorous outdoor advertising campaign in 10 key cities, such as Beijing and Shanghai, with light boxes everywhere in the streets and subway. Han Han said with a smile on his face, "there is no fear in spring." At the same time, hundreds of thousands of netizens from Fan Fan Tai are also shouting "the spring of everyone and Han Han is coming". "The combined marketing of this group of ads not only gives Han Han a lot of bonus points, but also our own harvest is bigger."

"Of course, we will certainly consider whether the controversy itself will damage our brand, but controversy is always the basis for our choice of spokesperson." Wang Chunhuan emphasized.