In The Times, The Clothing Industry Can Do A Lot.

At the end of the year P, always a href= "http://www.91se91.com/news/index_c.asp" > dress > /a > the company is busiest. In addition to summarizing the business situation of the previous year, the success of the marketing strategy is also an indispensable part. It is also important for the marketing plan of the previous year to achieve the desired effect.

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< p > nowadays, with the development of new media and the large-scale application and popularization of smart phones and related electronic devices, the application of social media such as WeChat platform and micro-blog has become the standard of brand marketing. With the bean paste group slowly rooted from the altar of young artists, the popularity of micro films has brought a more diversified marketing environment for garment companies. Apart from the media investment in traditional media such as print media and TV, what kind of efforts can be made in shaping the clothing brand? Will consumers make it more fun to buy? < /p >

< p > < strong > the old and new media are less than /strong > /p >

< p > the famous technology blog Business Insider CEO Henry Blodget clearly pointed out in the recently released report 2013: the future of digital industry, "new media" won the "old media".

The form of media such as television, Internet, radio and printing has been declining or standing still.

There is no doubt that the new media has been increasingly catching up with traditional media, becoming an advertising power that can not be ignored.

According to the data, in the 10 major channels of reducing marketing concern in 2013, newspapers, consumer magazines and radios ranked the top three. The three major areas of increasing concern were mobile media, social media and marketing automation.

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< p > the choice of media and methods as the export of brand marketing and product image is closely related to the positioning of clothing brands.

The reason why new media is able to win more and more clothing and clothing brands is to give the old media a hard punch in the subdivision of audiences. Many times, the attention of new media is active, not passive.

As early as 2012, Rolex, a famous international watch brand, set up a small station in the "bean sauce". At the beginning of its establishment, watercress set up a fresh, literary and artistic image. It was the "little fresh" active position of many years. Nowadays, the crowd growing up with the bean paste has also become a mainstay in its work and has a certain luxury purchasing ability.

Rolex's choice to make a home here has not brought any rapid growth to its sales. But in recent years, Rolex has been criticized by the "upstart" representative. It has also made the brand scratching its head. Though it is not fatal, it is also somewhat more difficult on the face.

The choice of stationing in such a way can be a brand of "fresh" gold for the brand. Although the activities in the small station are not hot, it also plays a very important role in changing the concept of Rolex.

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Why P? Why is new media marketing popular? New media marketing is based on integrated marketing of new media, such as new media, digital new media and mobile new media.

The biggest difference between traditional marketing and traditional marketing lies in the fact that simple publicity is changed to volume penetration, traditional marketing seeks coverage, and the pmission path is one-way. It is difficult to detect the reaction of the audience after seeing the advertisement.

With the help of new media, the audience will receive extensive and in-depth information release, which will enable audiences to get involved in the specific marketing activities of advertisers.

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< p > < strong > brand image display is more diversified < /strong > < /p >

< p > nowadays, the "a href=" http://www.91se91.com/news/index_h.asp "brand" /a "image display, besides the use of social media tools, has also been more frequent in the use of micro films, and its expression has become increasingly diversified.

Although microfilming is specially built for products or brands, products and brands must be implanted in a natural and immaterial manner, which can not destroy the plot of micro films, otherwise it will arouse the resentment of the audience.

A successful microfilm should find a balance between art and commerce. While making a good story, it can also effectively display the brand of an enterprise.

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< p > at the beginning of this year, produced by JEANSWEST, a casual dress brand, Zheng Kai and Yang Zishan appeared in the micro film "I wait for you in my memory" on-line, and quickly detonated the Internet, which was sought after by people.

According to incomplete statistics, the total playback volume reached 4 million 800 thousand and more than 7 thousand comments.

In fact, this is not the first time that JEANSWEST has made brand marketing in the form of microfilm.

In the spring of 2012, JEANSWEST launched a youth micro movie aimed at post-90s - "born alone, post-90s youth handwriting". It interpreted JEANSWEST cowboy's concept with its unique youth stamp and achieved good marketing results.

With the experience of last time, this operation is more flexible.

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< p > however, not all brands are suitable for the use of microfilm for brand communication.

The key depends on the brand's target audience.

If the target audience of the brand is different from that of the micro film audiences, it is doubtless that such enterprises can hardly achieve the purpose of communication by using micro films.

Take JEANSWEST as an example. JEANSWEST's core customers are young people of 18~25 years old. These consumers are young, fashionable, energetic, and have a strong desire for new things.

At present, the mainstream group of watching micro films is also a group of 85 and 90 after the two groups. The two have a higher degree of agreement, and have a large audience base, so that the communication effect will get twice the result with half the effort.

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< p > like Rolex, microfilm is also used in big costume.

In November this year, Italy's luxury clothing brand Salvatore Ferragamo (Ferragamo) joined hands with the famous director Luca Guadagnino (Luc aGuadagnino) who had directed "Melissa P" and "I Am Love" to bring the brand's first micro film "WalkingStories". The whole film was exquisite and with a surreal realism. It told people a romantic comedy of love: a trip that was enough to change the fate of Italy. It was full of amazing coincidence, unexpected revelation and lucky encounter - a love journey around the world.

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< p > in addition, Semir's hand in hand with the series of micro films created by Korean idol actor Lee Min Ho is a great fan of fans. CABBEEN's 15th anniversary minute movie "Maple Street 33" seems to be more able to express the frustration of brand growth and better resonate with the age and struggling stage of the target consumers.

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< p > < strong > grasp the data to deal with the future < /strong > < /p >

< p > < < a href= > http://www.91se91.com/news/index_s.asp > > market > /a > Millward Brown of research firm recently released the 2014 digital and media forecast report. With the development of Google glasses and wearable smart watches and other emerging screens, 2014 will be the era of multi screen interactive marketing, which is another carrier of new media marketing.

Therefore, the main challenge of brand marketers is to have a better understanding of the way consumers behave in various devices and adjust their investment accordingly.

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< p > marketers need to gain more insight into audience planning, so as to understand when, where and how different devices are used by different consumers to view content on the most accessible screen.

They also need to study tools to assess the effect of different screens, which helps them understand the role of different screens in the purchase process.

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"P", as Murdoch, chairman of the news group, once said, "readers and viewers are young and energetic. They are extremely sensitive to new technologies. In the face of such a complex media world, they know how to get whatever information they want whenever and wherever they want."

Under such a new era, enterprises should study new marketing strategies.

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