How Does Clothing Brand Develop Marketing Around New Media?

< p > > the era of social marketing is coming! < a target= "_blank" href= "http://www.91se91.com/" > "clothing /a >" how should the brand "play"? In this issue, the morning paper invited Jinyuan < a target= "_blank" href= "_blank" > "dress less than" micro shopping leader Tang Zhong Chuan, Lin Jingbin, director of Jinjiang Zhihe cultural and creative company, Liu Hong, Ma KASINI's menswear brand director Yan Caidong, and other local girls clothing brand leader Yan Caidong and other industry elites focused on the theme.

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< p > < strong > point 1 "interaction + service" to do micro marketing < /strong > < /p >

< p > with the increasing number of WeChat users, enterprises have also sniffed their business opportunities and started testing WeChat marketing, hoping to gain more market with the power of new media.

WeChat has become the brand of new media marketing for major brands. However, most people have overlooked one thing: in the era of micro marketing, the emphasis is on real-time communication and service.

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< p > "micro marketing has blown a trend, but many enterprises have misunderstandings.

We encountered many enterprises want to go all the way to the sky, think that the establishment of a WeChat public account, in the above do sales promotion, can stimulate sales.

Lin Jingbin put forward, "in fact, planning, continuing" content "and" service "are often the indispensable concepts.

For different target groups and industries, we need to tailor WeChat marketing strategy to fully understand customer needs and habits, and customize them on demand.

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< p > for this, Liu Hong is very sure: "now to impress consumers, we must catch consumers' common cognition, weaken advertising hard news, and use words, pictures, voice and video to achieve interaction and fun communication is the key." < /p >

The idea of < p > has also been recognized by Tang Zhong Chuan: "WeChat public platform is a channel for interaction and communication with users, rather than a rough marketing channel, the key is to do it from the perspective of service."

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"P >" strong push group news and one-way brand communication has gradually lost its effectiveness, instead of perceptual, one to one communication and interaction and service experience.

This will gradually change into brand differentiation and competitiveness, and it is a powerful weapon that distinguishes itself from its competitors. "

Yan Caidong said so.

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< p > < strong > point 2. Information dissemination should fasten the brand connotation < /strong > < /p >

< p > "in this era of consumer oriented, the trend of marketing communication to interesting and interactive development completely subverts the practice of traditional top-down marketing propaganda.

Traditional brands fade the serious cloak through the channels of social media, make content and products highly fit, and make consumers virtually accumulate brand goodwill.

Lin Jingbin believes that nowadays, consumers have a high degree of discrimination and rationality in information, and it is often wishful thinking to communicate with consumers simply by "manufacturers' tone".

"The ideal way is to create a topic for everyone to take part in. We are a listener and a participant, but not a speaker, a way of approaching the consumer's language and receiving information."

He said.

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It is not a difficult thing to win the eyeballs of netizens on the Internet. Every day, there are countless hot topics on the Internet become the focus of the public. However, not every hot spot is suitable for P to become the content marketing point of the brand.

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< p > in Hao Ning's "no man's land" stage, China's first film traversing the three uninhabited areas "micro film" out of the no man's land "has just released a few million hits of ultra-high network.

The production of Fang Ma Cassini men's clothing not only makes full use of the marketing method of shooting micro film to express the brand proposition, but also directly passes the brand proposition to the terminal consumers through the new media channel.

Liu Hong said that this communication strategy not only tells the story of the story from all levels, but also highlights the key points and themes of the freedom, youth, dream, brotherhood and so on, which are extracted from the micro film. The theme of the communication strategy is closely linked with each other.

This not only conveys the core value of the brand, but also strengthens the mutual pformation between online and offline interaction.

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< p > for social marketing to fit the brand connotation, Yan Caidong affirmed.

He said that the cross border cooperation between the girl and Coca-Cola is not only because their audiences are similar, but also more importantly, their similar brand culture and brand promotion idea - sharing happiness, which is the main message conveyed by these two brands on the social platform.

"Share this bottle of coke with the girl next door to you!" the neighbor girl used coke bottles as a carrier of sharing, guiding the consumers to participate in interaction by releasing various kinds of activities induced dialogue on the social platform.

After the launch of the nickname bottle, the girls on the neighborhood have launched a series of interactive interesting stories and activities on the social platform, combining the brand connotation and hot topics to create an infectious story creatively to show consumers' life, dialogue and brand interaction.

We encourage you to share cola, deepen communication with friends, share happiness with friends, and effectively convey brand connotation.

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< p > < strong > viewpoint 3 create high-quality experience to attract consumers < /strong > /p >

< p > "only a beautiful brand culture system is far from enough.

If the cultural system of a brand is only known inside the brand or within the industry and in the circle, it can not form the communication effect; if the brand activity cannot land to the terminal, it can not be known and participated by consumers, it can still be a gimmick spread.

Lin Jingbin said that when many brands are still using the traditional marketing idea to promote, the know line and one creative company has made use of social marketing and multi screen interaction to create a better service experience for the brand consumers.

Instead of simply listening to the fans' opinions, brands need to take various channels to communicate with fans.

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< p > at the end of last year, Zhihe and one set out the two stages of the operation of the mensasini men's Mini Movie "walk out of the uninhabited area", which is the preheating and the on-line communication. The Hao Ning's blockbuster "no man's land" has been allowed to engage the customers through fascinating topics.

With the easy way of interaction and communication between social media websites and consumers, the planning team makes a game card, such as "everybody comes to find, grooves and grilled a bit!", "those years, and the brothers have done". Only correctly answer the questions set in the picture to get the honor of "the eye reach the person"; while the consumer is sharing or seeking help and forwarding, it also leads to a new round of interactive climax.

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< p > "when fans enter the WeChat public relations platform through WeChat, micro-blog and other multi screen social media and store terminals, they can always receive the message sent by marcassini.

Of course, we will not push the product information completely, but we will spread the brand culture in the event.

For example, at this stage, we spread micro film as a gimmick, and at the same time, the brand culture is softly conveyed.

Liu Hong said, "we will also classify and manage fans who come in various channels, and establish communication channels with them so as to make them sticky."

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< p > Yan Caidong introduced the neighborhood girl's cross-border marketing with Coca-Cola, attracting tens of thousands of WeChat fans, and continued to launch "cola angel" WeChat interaction, attracting many fans' onlookers and participation.

"How to serve well and enhance the customer's stickiness to the brand is not a problem of many fans, but how to maintain and operate WeChat platform. With the help of services and interaction, the value of WeChat fans can really be pformed, and the brand will have good taste and stickiness."

He said.

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< p > < strong > point 4 lock target group to carry out precision marketing < /strong > < /p >

< p > with the gradual establishment of online and offline linkage mode, a large number of members have started to diversify the "+PC side + store side" of mobile terminals through mobile client and WeChat platform to achieve O2O. This is the first step for fashion enterprises to explore the new mode of precision marketing.

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< p > last year, Jinyuan dress reached a cooperation agreement with Tencent's Micro shopping platform, becoming the main force of the first test water mobile providers.

When you open the WeChat public account of Jinyuan dress, click on any custom menu, you will get the corresponding push message. Users can actually experience the shopping experience of mobile phone terminal.

Such a simple and convenient operation is extremely convenient for members who try to pass through shops but fail to buy them in time, or encounter the lack of color codes, or do not need to shop directly on the mobile terminals.

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< p > "in order to attract more users, we have not only set up the WeChat two-dimensional code three foot table card at the terminal store, but also expose the two-dimensional code of WeChat public accounts as much as possible in all promotional poster, brand album, official website and other publicity channels. Users can join the WeChat public account just by sweeping away."

Tang Zhongchuan said that in addition to increasing Tencent's marketing channels, the more important thing is to let the company go to the forefront of the industry in the mobile Internet era and develop in the direction of O2O.

At present, Jinyuan has launched a pilot store for O2O. Consumers only need to scan every two-dimensional code of < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > relevant tag to collect goods and bind with shop and shop assistants. Even if consumers fail to get to the store, the performance of WeChat can be calculated to consumers and bound shop and shop assistants.

Tang Zhongchuan believes that in 2014, the trend of the electricity supplier market to "PC terminal and mobile terminal" is the trend that no one can resist. The platform construction and brand digital construction of the brand have created a new era of mobile Internet era. Two.

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< p > "no more O2O, I'm afraid I will be thrown out of a dozen streets."

Yan Caidong jokes that the girl who has been steady in the terminal and started selling retail has also made a low-key plan for the commercial layout and exploration of mobile Internet.

Recently, the neighbourhood girl also launched a strategic cooperation project with Tencent's Micro life. The online micro life membership card aims to develop the fans economy, build a large membership system, improve customer stickiness by serving fans members, identify the source of fan members through the store scan code, get through online and offline, and line offline services. After the Spring Festival, it will also access WeChat payment and build a micro shopping platform.

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"P >" compared with micro-blog, WeChat's biggest feature is precision.

It requires deep reading, interaction, collecting user information and providing deep customer service, because it is a closed one to one communication channel.

What brands need to do is to interact with each fan and do well with them. Another important thing to note is not to rush to make WeChat marketing profitable, or to look at the benefits too seriously, often counterproductive.

Lin Jingbin believes that if we want to do a good job in WeChat marketing, we suggest that the company's double numbers (service numbers, subscription numbers) or multiple numbers operate in parallel. The publishing function and service functions will be pushed forward together. After maturity, the core VIP will be pferred to the service number. Different groups will choose different public numbers, use the precise strategy to promote and maintain the accuracy, and will bring the precision marketing into reality, and also achieve a series of communication and interaction problems in the internal management and operation training.

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