Users Are "Princess Disease" Retail Brand Entering The 3 Era Of Marketing.

This is no longer a time when you are sitting around your knees with a good story. With the development of Internet to the era of mobile Internet, the speed of spanmission is different from that of interstellar crossing. For a long history of large traditional retail businesses, they are also studying the scheme that can be critical of users' appetite.

According to the analysis and forecast of AI consulting, China's figures in 2013 Marketing market The scale reached 110 billion yuan, an increase of 46.1% over the same period, maintaining a high growth rate. It is estimated that the market scale will reach 2862 billion in 2017, and the compound annual growth rate of 28.69% will be achieved in 2013-2017 years. From B&Q to HOLA, from Taiwan's Bo Bao hall to Shanghai's public lion's advertisement, Jiang Meilan's 20 years' working experience in cross boundary handover between the traditional retail industry market department and 4A advertising company has made her acutely aware that the retailing industry needs a better understanding of the Internet thinking marketing way: "the logic of self propagation through the media is that you want to imagine the user as a princess princess disease. When you don't need it, please don't disturb. When they want to ask something, please take a trotting pose immediately." She and her team recently won the "China best industry innovation marketing case Award" in 2014 on the code "UNIQLO" case.

Q: at present, digitalization has become a new trend of marketing. What new changes will happen in the marketing of traditional retail brands?

From the perspective of the spanformation of marketing communication mode, A: has gone through three stages. Before the development of the Internet, it should be the 1 era represented by TV advertising. At that time, the consumers' awareness of the brand could only be decided by the way of the publicity film, and the choice of the brand was relatively single. In the early days of the Internet, after the popularity of PC, the marketing mode also entered the 2 era. The characteristic of this stage is massive information, and the retail brand chooses the same mass information coverage, such as online advertising, self owned website, online shopping platform cooperation, and so on. The most typical example is Taobao. Offline brands should satisfy customers' need to search all kinds of information with both hands.

What we are experiencing now is the mobile Internet with smart phone as the terminal. Marketing In the 3 era, your users are usually single handedly handling the use of fragmented time to process information. What's more, the role of brand users has changed a lot. The logic of self propagation is that you want to imagine users as "Princess disease". Please don't disturb them when they don't need it. When they want to ask something, please appear in a trotting pose immediately. If you want to spread a message through them, you need to tease out why they want to forward, and what your friends will think when they see it. But "Princess" is not a king. In her happy and comfortable way, she can still let her accept what you want to tell her and spread it for you.

What are the characteristics of Q: digital marketing? What are the requirements for traditional retail businesses?

The carrier of A: digital marketing is intelligent machine and social platform, rather than a simple content display screen. So if the brand is saying, "Hey, tell you here's a message for me," that's wrong, because the most user feedback is "Oh, I know." This is traditional thinking. Please do it through television and outdoor advertising. What you need to do is spread this thing for a core user, plan the whole process, and eventually import the online communication effect to the offline. One is to choose the right topic, one is to avoid the trouble in the process of communication.

Or take UNIQLO as an example. Once a marketing activity was called "excellent performance", the core purpose was to invite guests to participate in a virtual background to choose the interaction of various coloring and collocation. After that, a photo could be uploaded to the official website and spread on the social media. First of all, this is an interesting topic. You would like to join it. The photos will be uploaded to the website's evaluation activities automatically, eliminating the need for various kinds of registration. Then there's the diffusion link, and you can get your own photos in Paris, New York and other cities in the virtual bad environment. The content and the interface will be randomly converted into a two-dimensional code. Many new guests who get the new news will gather online shops for their interest in joining the event. Users who participate in the activity again have become a new round of K0L Scout (key opinion leader), which has created millions of new users for UNIQLO.

Of course not necessarily. 020 There are many ways to build close relationships with your fans and get what you want. There are probably several common ways:

Games. It must be a game that can be concluded in a minute. For example, L'OREAL has developed a theme game for men's skin care products, or is like a custom designed App in UNIQLO. Choose to draw the pattern you want, then you can make such a customized T-shirt for you in the entity store online.

Expression. The introduction of brand image as the main body of all kinds of facial expression embedded in social media dialogue is also a more common form.

6 to 8 seconds of short video. Video is more three-dimensional and more forward.