The Average Communication Influence Of Shandong Textile And Clothing Enterprises Dropped By 0.28% In May

In May, what changes have taken place in the overall brand communication influence of Shandong textile and clothing enterprises? Recently, Brand-C Brand Competitiveness Digital Laboratory, a one point think tank, conducted a big data evaluation on the brand communication effect of Shandong textile and clothing enterprises, and released the Shandong textile and clothing enterprises' network communication influence index ("INC index" for short) in May. The data shows that the average INC index of 307 Shandong textile and clothing enterprises in this month was 262.82, with an average decline of 0.28% in communication influence compared with April. Shandong Zhuzhijin Home Textile Technology Co., Ltd., which gained the most in the ranking of all brands in the INC index, rose 133 places; The largest decline was Linqing Sanhe Textile Group Co., Ltd., down 217 places.

The top ten brands in the list of brand network communication influence index are Vori Group Co., Ltd., Handu Yishe E-commerce Group Co., Ltd., Yantai Taihe New Materials Co., Ltd., Qingzhou Tambor Clothing Co., Ltd., Lutai Textile Co., Ltd., Luokou Clothing Co., Ltd., Huafang Co., Ltd Joyful Home Textile Co., Ltd., Jinan Shengquan Group Co., Ltd., Weiqiao Textile Co., Ltd., among which Jinan Shengquan Group Co., Ltd., which rose the most, rose 3 places. The top ten brands in the last month dropped the most this month, Dishang Group Co., Ltd., down 6 places.

The full name of the INC index is the "network communication influence index", which is a quantitative evaluation system of brand communication effect in the digital era. The first level indicators include the spread of brand information, the spread of popularity, network attention, the presence of official websites and other private communication platforms, as well as market activity and network reputation. The data comes from the whole network information big data platform, mainstream social media platform, search big data platform, SEO platform, e-commerce platform, user evaluation platform, etc. According to different industries, the evaluation dimensions will be different. Among them, the evaluation dimensions of the INC index of Shandong textile and clothing enterprises include communication breadth, popularity, network attention, and official website presentation. The theoretical limit value of the INC index is 1000, and the indicators of each dimension are graded from low to high according to the score.

Analysis of the overall network communication influence level of the industry

This month, the average INC index of all brands of Shandong textile and clothing enterprises was 262.82, indicating that most brands in the industry are still in the initial stage of brand building, and the overall brand reputation is low. The skewness coefficient of the INC index of all brands is 1.822, and the "right bias" distribution of the data is very obvious, indicating that the INC score of individual evaluation units is high, which raises the overall level of network communication influence of the industry. From the perspective of data concentration, there are a large number of Shandong textile and clothing enterprises whose INC index scores are concentrated in the range of 200 to 300 points, which indicates that a large number of brands in the industry are still in the initial stage of brand construction, brand communication is not effective, brand voice is low, and social attention is low. The network communication influence of these brands needs to be greatly improved.

Communication breadth analysis

Communication breadth is the hierarchical embodiment of brand volume, with level 5 as the highest level. In May, the average spread of the "network communication influence" index of Shandong textile and clothing enterprises was 1.02, lower than the standard level (the corresponding value of the standard level is greater than or equal to 2 and less than 3). This means that, compared with active brands, most enterprises have a lower voice throughout the network, which means that the number of information provided by enterprises for users and the frequency of information release are not sufficient, and there is also great room for improvement in information release channels and types; The improvement of communication breadth cannot be separated from the improvement of communication quantity. It is suggested that enterprises should make full use of various communication channels to widely publish the information required by users, and at the same time increase the frequency of publication, so as to ensure the communication effect of brand information.

There are 32 enterprises that have reached level 3 ("standard level"). There are 100 enterprises that have not reached the "standard level" and are still at the level of Level 2 ("potential level"). There are still 169 enterprises whose information dissemination breadth performance is very weak, at the lowest level ("deepwater level"), hoping to attract enterprises' attention.

Propagation heat analysis

The popularity of communication is the hierarchical expression of the activity of information forwarding and comments, with the fifth level as the highest level. In May, the average spread heat of the "network communication influence" index of Shandong textile and clothing enterprises was 1.08, lower than the standard level (the corresponding value of the standard level is greater than or equal to 2 and less than 3). This data shows that most enterprise related information is less active on the head social media platform, and users are less willing to forward and comment on information; The popularity of communication cannot be improved without the attractiveness of the information itself. It is suggested that all enterprises pay full attention to the internal quality of brand information, especially the use of social media platforms, and strive to achieve "viral communication" of information on social media platforms.

Although the average spread of Shandong textile and clothing enterprises as a whole is not ideal and has not yet reached the "standard level", there are still some enterprises whose information popularity has reached the level of 4 ("upgrading"), showing a strong degree of activity, which means that the information is highly concerned, namely, Handu Yishe E-commerce Group Co., Ltd Yantai Taihe New Material Co., Ltd., Qingzhou Tambor Clothing Co., Ltd., Lutai Textile Co., Ltd., Qingdao Hailiya Group Co., Ltd. There are 12 enterprises that have reached level 3 ("standard level"). There are 95 enterprises that have not reached the "standard level" and are still at the level of Level 2 ("shallow water level"). There are 195 enterprises whose information dissemination is at the lowest level ("deepwater"), which shows that the attention of information is quite low. It is hoped that enterprises can strengthen content planning and improve information quality.

Network attention analysis

In the evaluation system of INC index, network attention mainly reflects the search attention of brand information on the search platform, which is an important manifestation of brand influence in the digital era. The highest level of network attention is level 5, of which level 1 is "shallow water", indicating low attention; Level 2 is "standard level", reaching the level of "regional attention"; Level 3 and above reach the level of "national concern", of which level 5 is "strong concern" and level 4 is "high concern". In May, the average popularity of the "network communication influence" index of Shandong textile and clothing enterprises was 0.56, and the attention was extremely low, still at the deepwater level (Level 1, the corresponding value is greater than or equal to 0 and less than 1). This data shows that most enterprises attract very low attention through search, and even many brands have not been paid attention to by search. How can we improve the attention? It is suggested that enterprises should actively plan positive energy events to attract broad audience participation and attention.

Although the industry average of network attention is still at the "shallow level", some enterprises still perform very well in network attention. Among them, two have reached the level of "national attention" (level 3 and above), namely, Voday Group Co., Ltd. and Yantai Taihe New Materials Co., Ltd. The network attention of 10 enterprises reached the level of 2 ("regional attention"), namely, Handu Yishe E-commerce Group Co., Ltd., Lutai Textile Co., Ltd., Huafang Co., Ltd., Joyful Home Textile Co., Ltd., Jinan Shengquan Group Co., Ltd., Weiqiao Textile Co., Ltd., Shandong Anran Nano Industrial Development Co., Ltd Weihai Expanding Fiber Co., Ltd., Changyi Brilliance Group and Shandong Tongdahai Island New Material Co., Ltd. show that they are well known in the region. There are 295 enterprises with the lowest level of network attention ("shallow water"), which means that the search frequency of brand keywords is low and the popularity needs to be improved. I hope that enterprises can strengthen content planning and improve their attractiveness.

Self owned platform presentation analysis

The presentation evaluation of Shandong textile and clothing enterprises' own platforms mainly evaluates their "official website presentation". The official website is the brand's most important and most independent self owned communication platform, and an important window for brand culture display and communication. Today, with diversified media channels, its communication value is even more precious. The official website presentation index is based on the SEO theory to evaluate the presentation ability of the brand official website in the search platform, reflecting the ability and effect of the brand in the construction of its own communication platform in the digital era. This indicator is also at the highest level of level 5. In May, the average value of the official website presentation index of Shandong textile and clothing enterprises INC index was 0.2, lower than the standard level (the corresponding value of the standard level is greater than or equal to 2 and less than 3). According to the analysis, most enterprises' own communication platforms, mainly official websites, publish information less frequently, the number of keywords and information included by search engines is less, and the richness and uniqueness of information pages are somewhat different from the requirements of search engines; It is also possible that most enterprises do not have official websites; How can we improve the presentation of the official website? It is nothing more than to improve the frequency and quantity of information release on the website, improve the quality of the page, and attract inclusion.

Although the average of the official website presentation of Shandong textile and clothing enterprises as a whole is not ideal and has not yet reached the "standard level", there are still some enterprises whose official presentation has reached the level of 4 ("upgrade"), and they have obtained good presentation opportunities on the search platform. The brand name is. There is one enterprise that reaches Level 3 ("Standard Level"). There are 13 enterprises that have not reached the "standard level" and are still at the level of Level 2 ("shallow water level"). 293 enterprises have the lowest level of official website presentation ("deepwater level"), which is not conducive to the presentation of relevant information on the website. Enterprises should pay attention to it, conduct a comprehensive inspection of the website, improve the page quality and optimize it.

[Data description]: The above evaluation data is only for reference. If the data is inconsistent, the reason may be that the network speed is stuck, resulting in incomplete data acquisition, delayed data statistics, etc. Please consult a think tank for relevant matters.

[Note]: This report is generated through the One Point Think Tank INC Index AI analysis system.