Fashion Marketing: Good At Using Network Power

The speed of information pmission in the Internet era is really fast.

This will lead to several key words that must be kept in mind: global village, public opinion, trend of thought and market.

Recently, there is a popular text message: "derailment is not terrible, terrible is hit."

Yes, if there are enterprises' derailment on sensitive issues, they will be "hit" within two days within the scope of "global village".

And then the crisis management, afraid of being "public opinion", is a mess for the market.

The cost of being careless

From the "pornographic door" incident, some enterprises that "misrepresented" spokesmen were caught off guard and complain incessantly.

A spokesman for the big price has been invited, and the ads have been spread everywhere.

How should these enterprises adjust public relations and advertising strategies to clean up the current complicated situation?

In fact, there is a scandal of spokespersons, no matter to the spokesperson or to the enterprises, they are unwilling to see it.

But now that the problem has come out, enterprises must do cold treatment at this time.

Do not rush to announce the abolition of endorsement or replace endorsement, not to lift the relevant TV advertising and outdoor image in a big way. It is best not to cause media attention.

If media attention is aroused, try to strengthen communication with them and avoid letting the media pour fuel on this matter, so that many people who do not know this will become informed and lose their existing consumer groups and potential consumer groups.

As time goes on, there will be other news coming out. The attention of the news will naturally shift to new events, and the bad news will naturally fade away in the minds of consumers.

Whether at home or abroad, many artists deal with scandals in this way.

If there are negative news such as homosexuality, tax evasion, bigamy and so on, after a few years, the negative impact has been greatly reduced.

Breach of public opinion

Recently, Italy sports brand Kappa launched a sportswear with "TIBET" and "Snow Mountain Lion Flag" overseas. It was described as "deliberate" by netizens.

Netizens are in an uproar after Italy's famous brand kappa supports the image of Tibet independence.

A netizen sent a post and said, "it's Chinese. You should know how to do it."

In any case, kappa (China) responded promptly, but under the pressure of "public opinion" in the Chinese market, I am afraid that this statement can not restore some lost market lost territory.

Just like the business interests of the pornographic event in the beginning of the year, it is a place where operators and managers can not think of it.

Looking at crisis management from the Internet age, some regulations should be negotiated as early as possible.

If the Chinese trend has already had regulations on the parties in signing contracts, it may not be so passive.

The official said: they will timely publish the results of communication with Italy on the website of their company.

For the netizens' accusation, the person in charge said, "they understand very well, but they hope that the netizens will refrain from taking a rational view of the problem."

However, judging from the Chinese market, Italy's "impulse" is undoubtedly the most timely need to "apologize".

However, the ownership of three brands of enterprise brand has brought more difficulties to crisis management.

Lack of awareness of public welfare, lack of time and lack of cooperation are several short boards in the crisis management of enterprises.

Blind marketing can make enterprises encounter more opportunities for crisis.

For example, endorsement marketing and topic marketing will be challenged by double-edged sword.

Management thinking triggered by crisis

Enterprises should react promptly and act quickly when confronted with emergencies.

This reflects the executive power in management, that is to say, when the incident is "timely news", we can "keep pace with the times".

Nowadays more crisis events are out of network, so enterprises need to use network channels to respond immediately.

In the book of Zhouyi Ji Ji, he said, "a gentleman should prevent himself from thinking."

Since ancient times, Chinese people have grown up step by step in the teaching of peace of mind.

But some unexpected incidents are not dominated by people's will. When they suddenly break into our normal life, they often bring unprepared attacks or even disasters.

Every enterprise is confronted with various risks in the course of its operation.

What is needed is a mature wisdom of its own strength and insight into consumers.

Therefore, when putting advertisements, enterprises should first learn to think about what kind of corporate image they want to establish in the minds of consumers.

A big enterprise that really expects its brand will not choose the road of quick success and instant benefit in advertising planning.

Although the short-term effect has been achieved, such advertising is not good for brand image, enterprise value and cultural connotation growth.

What's more, this is a period of great importance to national honor.

Nowadays, the clothing enterprises that are good at marketing edge ball are being monitored by netizens in such an era of information explosion.

It is easy to be careless when playing the edge ball.

And when there is a crisis between marketing and management, enterprises must understand that some marketing behaviors have a bottom line.