2010 New Media Array Service Clothing Enterprises

This is a time when marketing rules are often overturned. This is a time when advertising slogans are powerless. This is the age of consumers' word of mouth.

All this is due to the emergence of new media such as mobile phones, Internet forums, blogs, micro-blog and online games.

The deeper reason is that they have been controlled by the overwhelming majority of the masses and have achieved an era of "all people spread to all."

How to make use of new media to create topics, participate in topics and guide topics has become something that clothing brands must face.

New media, the wind is roaring.

The news hotspots that have been heated up seem to be initiated by the new media led by the Internet. The most influential public relations events rely on new media such as mobile phones and blogs to spread in a viral way.

It's not too late to see how the new media looks. The two words of the trend have involved various brands of clothing.

Wet marketing collectively worshipped

Marketing is wet? Yes, marketing is no longer a dry one-way process. Instead, it turns into a humid era of everyone. People share and agree with each other, so that consumers' experience and identity of brand can be spread and spread by virus.

Marketing can only be lubricated by new wet media such as Internet.

Blog 78%

Online video 64%

SNS social networking site 55%

Podcasting 51%

Picture sharing 39%

Internet community forum 39%

Wikipedia 36%

Network favorites 27%

SocietyforNewCommunicationsResearch and InstituteforPR conducted a survey of 300 public relations, advertising and other practitioners. New media marketing activities have been accepted and accepted by many people.

Blogs, Internet videos, social networking sites and podcasts have been used more than 50% among respondents.

The Chanel Chanel Shanghai fashion show has created a sensation in the Bund. Hong Huang, Xiao Xue and Zimo Zeng, the domestic fashion celebrities, made the first event in China's fashion circle with micro blogging.

This year, LouisVuitton has broadcast the whole process of autumn and winter fashion week clothing show on iPhone and Facebook, and has voluntarily pulled out the mysterious veil of fashionable faces.

After Coach was unwilling to do so, it launched activities on Polyvore with a monthly visitor volume of 6 million times, which allowed users to design their favorite designs on Coach handbags, and received 3692 entries in just a week.

Sports brand Puma chose online games to take part in the new media promotion competition, and use the network to design racing games carefully. Whether it is a virtual car, a virtual energy supplement, or a virtual scene along the way, players can see Puma's logo and brand story.

In order to reward players participating in the game, Puma sends Puma doll pictures to each registered user as a gift in the form of MMS.

When Nike launched a craze for fans in the online blogging community, Nike vice president Trevor Edward said, "the days when an advertisement does the right thing, highlights a big shoe and expects the two to add together brings huge impact."

When the domestic clothing brand is still stuck in the golden hour advertising of CCTV, we suddenly realize that the international clothing giants have bent down to accept the baptism of new media marketing.

It is not sales, but word of mouth.

New media always provides the brand with the possibility of creating miracles.

However, blogs, micro-blog, SNS and so on are all imported products, and the process of being used as brand marketing and promotion tools abroad is just beginning. In China, the enterprises that use these new media as brand promotion and promotion methods are still few.

The most commonly used strategy is to put CPS (CostPerSales) advertisements on a number of Internet advertising consortium. The webmaster can sell advertising fees according to the sales commission. Besides, Internet advertising, keyword search and e-mail are also commonly used by everyone.

Of course, the fundamental purpose of these methods is to promote sales, and in terms of brand promotion, the good idea of all sincerity is even better.

When the vast majority of enterprises still do not know what micro-blog is, VANCL has entered the first batch of sina micro-blog internal testing companies.

In a few months, VANCL has launched a series of activities: 1 yuan spike 888 yuan clothing price, online shopping courtesy gift, invited Chen Yao, Xu Jinglei and other celebrities interaction to attract users, combined with sina related users donated VANCL collar...

So that the image of van customer's product is gradually getting rid of the cheap and mediocre online shopping brand image in the gradual and gradual network propaganda, and has become the practitioner and advocate of the Internet spirit.

It should be said that Vic is born in the network, starting from the virtual operation, and naturally has the inherent grasp of the characteristics of the network.

In contrast, more traditional clothing enterprises are still trying to find out the temperament and temper of new media.

Lining has designed a special "embarrassment shoe" for netizens, hoping to resonate with the target consumers on the Internet.

For traditional clothing enterprises, the responsibilities of new media promotion are very different from those of e-commerce. The latter plays a role in selling products while the former is based on selling brand ideas.

Li Tanghua, the founder of Alibaba's ten largest network operators and K.O trousers hook, is the first brand of domestic trousers hooks with the help of internet blogs. But when it comes to blogging and meager promotion, he believes that the primary purpose of new media publicity is not to open up the market, but to establish public praise, so that more people will know and become familiar with your brand and cooperate with you.

The classic marketing theory is that brand promotion is like dating girls. The key is to have another chance to make a date after the first date. Video, blog, micro-blog, electronic magazine and so on are the best candidates to play this role.

Hao Jianyao, director of China's marketing, said that new media means are emerging one after another. In fact, brands should not be influenced by such tools as new media. Whether mobile phones, blogs or all kinds of SNS interpersonal communication should be seen, the essence of this marketing revolution should be seen.

12580 the editor of life broadcast Ma La is more explicit about this point: "now consumers do not like direct advertising, but hope that the appeal of the brand can be integrated into a product or information, so as to achieve a smooth and silent effect."

Under the new glamour of the new media, there is actually a dominant force, which is dominated by netizens, and all actions must be guided by the psychology of netizens.

For brands, we should truly focus on customers.

In the virtual community represented by the Internet, the power of discourse has shifted from advertisers to every "grassroots" who wishes to speak.

Every consumer turns passive into initiative. He can express his views and feelings whenever he sees or hears anything.

The imparting of experience among consumers and sharing of experience will affect another group of consumers.

Brands need to personification as a member of Internet users, let netizens understand themselves and interact with netizens, making each consumer individual become a salesperson of brand products, thus gradually forming a consumer group, a brand community, which is the so-called word of mouth marketing.

conceptual analysis

What is new media?

New media is the form of media under the new technology support system, such as digital magazine, digital newspaper, digital broadcasting, mobile phone short message, mobile TV, network, desktop windows, digital TV, digital movie, touch media and so on.

Compared to newspapers, outdoor, radio, television, the four traditional media, the new media is known as the "fifth media".

In addition to the large number of audiences, the biggest characteristic of new media is interaction.

Before the advent of the Internet, information dissemination is known as the pyramidal pmission. Information disseminators stand at the top of the tower, disseminating information hard and hard, and users accept information passively and without the power to choose.

After the advent of the Internet, information dissemination has become the spread of "stadium type". When information communicators face thousands of onlookers, consumers begin to have the autonomy to accept information, and information communicators also have a platform to communicate with the audience around.

Under such circumstances, the amount of information that the audience receives every day is greatly increased. In the face of massive information, it begins to instinctively resist direct and strong advertising, but more rich and interactive, and the more implicit way of conveying information can be accepted and reproduced by the audience.

What is the charm of new media? It can be said that when the clothing brand has established a wide range of influence and brand awareness, the promotion of new media will appear as a icing on the cake, helping the clothing giants to further seize the younger generation of consumers, and show more in the new media world a posture and thinking that keeps pace with the times.

Clothing brand preheating new media

Make virus marketing more violent

In 2009, a video clip entitled "badminton super Dan" was reproduced wildly by the internet name.

This short film seems to be the documentary of Lin Dan, a badminton player in our daily training. Lin Dan in the movie is not at ease at the beginning. He throws the badminton into the ball which is not far away.

However, when the camera turned round, when the teammate handed him a ball from the bag, the magic thing happened: no matter what angle, posture, and distance serve, the badminton would finally jump into the barrel and go all the way.

This section has only 1 minutes and 30 seconds, which brings numerous video comments.

"Super Dan is not blowing!"

"Anything is possible!"

"Strong, like Zhuang Zedong, draw the grid to practice the ball."

Of course, there are sensitive netizens to identify this may be an advertising film: "this is too fierce, can not see the flaw, although a bit copied Nike advertising suspicion."

After watching carefully, it was found that Lining logo was particularly eye-catching when his teammates handed Lin Dan a new racket.

Now, more and more companies are starting to show themselves with virus videos.

Big companies that value young consumers are most interested in viral videos.

These companies usually have the following characteristics: the brand itself is strong enough; it belongs to the science and technology product or consumer goods industry; it pays great attention to creativity and knows the way to explode popularity.

They have their own experience and opinions on the mystery of "virus".

Nike has always been good at marketing for young people. The most recent masterpiece is the "futuristic" advertising for the world cup. It has been spread to the Internet before the TV broadcast, and has won many clicks because of its excellent production. But it is not yet fully consistent with the characteristics of the virus, but it is only an assistant for TV advertising.

"Real viral marketing should not cost a lot of money. Viral marketing is not from sophisticated production, but from creativity, otherwise it will become a TV advertisement."

Yang Weidong, director of marketing activities and marketing of NOKIA China region, who also used viral video pmission, said, "I even think that since 2011, every big marketing must have a good viral advertisement.

Young people do not see much television, and China's Internet population is increasingly becoming the main force of consumption.

He even ventured to predict that in the past one or two years, marketers would be greatly changed. If the old marketers did not go deep into new things, they would probably be eliminated.

Welcome new media exchange

There is no lack of sensitive response to new media in clothing enterprises. They are accumulating experience in trying again and again, trying to find out the most suitable way of promotion.

For example, companies such as the American group, the company, the Semir, and Semir have been working closely with Tencent Inc in the early 2006 to gradually promote the "3D" QQ show.

The United States invites Jay Chou, the brand spokesperson, to shoot various promotional videos related to the current news events, such as the Olympic Games and the world cup. It is reproduced on the Internet by target consumers. At the same time, the United States also chose the platform of the young fashion crowd as the main body. The online game also has an online number of hundreds of thousands of people, and the game is shown in three-dimensional clothing, so that consumers can imagine what effect they will wear.

However, according to Wang Fang, a consultant of the AI Consulting Group, there are relatively few clothing enterprises that are promoting new media promotion, and most of them are concentrated in the fields of finance, electronics, food, online games and so on.

Wang Fang analysis, on the one hand, is because clothing is still a traditional industry. The age of the first generation of operators is relatively large, and the new media such as the Internet are relatively unfamiliar. The concept of brand promotion by using new media is relatively weak and lacks the ability to control.

In addition, people who use the new media such as the Internet to promote the industry often gather in the Internet, while the clothing brands have their own positioning.

Generally speaking, casual clothing and sportswear for young people and white-collar workers may consider the marketing penetration of the Internet. However, if the clothing brand of the middle aged or the elderly or the special group is low, consumers and Internet users will not have the priority to consider the way of network penetration.

However, many traditions

"In recent years, blogs, podcasts and communities on the Internet have become more and more popular and play an irreplaceable role in guiding public opinion."

Assistant director of Beijing Shun Mei clothing Limited by Share Ltd, the Red Army, told the "textile and clothing weekly" reporter.

He said that in this situation, Shun Mei will make various preparations ahead of schedule to welcome the arrival of the new media promotion era.

However, brand promotion is a totality of the project. New media promotion is only part of the brand building. In the next few years, China's investment in traditional media and new media will remain relatively conservative.

Shen Li, director of Limited by Share Ltd in Shandong, has also held similar views.

She said that the starting point of Shu Lang's attempt at new media is to serve the new women's clothing brand new songs. This brand is aimed at the post-80s and post-90s groups who are promoting youth's new life. They can pass the brand concept more directly with the help of new media.

Shen Li emphasized that new media marketing will bring different ideas to the whole promotion of enterprises. Just like the body of a person, if a part of the function changes, the whole body will make corresponding adjustment. Therefore, whether the enterprise will set foot in the new media marketing, take into account all aspects and make a complete plan, so as to ensure the smooth development of new media marketing.

Is it easy to get excited and persist?

In the Internet age, whether the company is willing or not, new media will be exposed to new media marketing, if the goal of brand.

But Xu Xiaohui, assistant president of all sincerity, once said that new media marketing is exciting and easy to insist on.

The core of new media promotion is interaction.

Many people believe that the use of new media can create sensational effects quickly, and the establishment of brand awareness is not always the case. On the contrary, the promotion of new media is a long-term, continuous and professional work.

Zhu Liyang, consultant of digital marketing group of Huambo Xuan Wei public relations consulting and consulting company, believes that when making use of the new media to make public relations, many enterprises have the mentality of quick success and instant benefit. Recognition can easily cause repercussions among the public. In fact, the new media is just a window to establish a link between enterprises and consumers. The brand image still lies in the product itself. Blogs, micro-blog, video, electronic magazines and so on are not just products, but the connotation of the brand, which is not the new media itself, but the creativity and spirit contained in it.

Therefore, before making brand promotion by new media such as blog, enterprises should carefully examine and consider the enterprise itself. To some extent, the new media is also a magnifying glass for enterprises. If the enterprise itself is hard in product, management and culture, it may well be counter productive.

In addition, when promoting new media, it is necessary to choose the right way according to the state of the brand. If the brand is nameless, neutral or famous, the media to choose and the way of publicity will be different. The successful PR is to send the right information to the right people in the right channel. This is especially true for the new media. The promotion of new media is not about the amount of money invested, whether it has invited the heavyweight guests to participate in it, but focuses on whether the information is accepted in the most appropriate direction by the target audience.

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Enterprise case

Qipai knitted scarf

Micro-blog, the official enterprise of Qipai Chinese collar, is more like a private micro-blog interface. There is not much information about the design enterprise and brand trade. It is more individualized in some hot topics.

It is reported that Qipai group from the whole team to operate micro-blog, the reason for involvement in the brand beyond the information, because this form can better let the facts and consumers have real mutual help role, which is closer to the brand and consumer distance, increase enterprise affinity is more advantageous.

"Soft brand promotion is more valuable."

Cui Fengming, head of group media management, said.

The practice of Qipai group has made the industry more aware of the profound connotation of the new media promotion. The new media promotion may not necessarily require a lot of eye catching input or creative ideas. As long as we can honestly use the new media window to show the connotation and values of the brand to consumers, the natural pmission of brand information between netizens will exert a subtle influence on netizens, which is more conducive to the spread of brands.

The most important thing for micro-blog to start business is to help enterprises monitor brand image.

From this platform, we can get the most direct sense of the brand's voice, the feeling of brand and the latest demand. We can track the latest evaluation of consumers' brand by "focus on topic", and get the omen of market dynamics and public relations crisis.

The network promotion of Qipai group also attaches great importance to the interaction between the brand and the netizens, reflecting an initiative marketing spirit.

The Qipai group has an interactive pmission with the Qipai real love community. In the micro-blog and the true love community, it released the topic of "2010 seven card intangible cultural heritage research and protection fund review conference", "inventory: the ten true love events in 2009", which has produced a good response among netizens, and the brand connotation has been highlighted.

More interactive and more active, it is bound to be the direction for enterprises to do new media promotion in the future. Both the forum and the community are typical WEB2.0 products.

Through the content created by netizens, the topic will be discussed and the influence of Internet users will be achieved.

With the further deepening of activities, brand influence will naturally be further enhanced.

At present, most enterprises only pay attention to the number of posts, or how many positive evaluations on the Internet, and so on. These direct manifestations in the network media, or to a large extent, regard word of mouth marketing as an integral part of traditional public relations.

In fact, the brand should pay more attention to how to combine the word of mouth effect with the promotion of self brand, how to interact effectively with the promotion of TV or print media, and how to integrate with the activities of traditional channels or public relations companies.

Only in this way can we truly demonstrate the strength of Monument marketing.

Comment on new media

Mobile terminal

Combining mobile terminal channels is a major trend in micro-blog's development.

AI believes that all operators should pay attention to developing micro-blog mobile apps, seek deep cooperation with mobile terminal providers and telecom operators, turn their micro-blog products into an application tool, expand product penetration and do user experience.

12580 chief editor Ma La believes that the key to new media convergence lies in innovation and efficiency.

Nowadays, more and more smart phone applications can receive more MMS. Even in the era of 3G, we can receive the types of voice and video streaming, and also plug in the clients.

In terms of trend, mobile phones can not be a potential carrier.

Network community

Ari analysts believe that the profit model of the network community itself is not clear, such as Renren and Kaixin, which are popular among young people.

Renren related person in charge told reporters that at present, Renren's advertising form is basically two forms, one is hanging on the page, according to the needs of enterprises, delineating the crowd in the register library, for targeted delivery.

A game related to Renren net, for example, in a game, the names of Mengniu and other enterprises are placed on the signs on the dairy farm.

As for whether we can plan an event marketing for an enterprise alone, there is no written plan yet.

micro-blog

Micro-blog marketing is in line with the characteristics of network marketing. Viral pmission is very fast. Word-of-mouth pmission mode easily affects user choice.

Micro-blog's content should not be advertised as a product recommendation. It can increase the content of some public image or entertainment elements, so as to reduce the user's antipathy toward micro-blog marketing. When recommending products or promotions, especially some relatively important products, they can try to initiate the topic or answer the user's queries, not only directly publishing the contents of the products;

However, micro-blog is prone to false information and unfair competition in its speeches, which is not conducive to the healthy development of the whole market, and will have an impact on the credibility of micro-blog marketing.

SNS (social networking site)

According to irey's consultation, the total volume of e-commerce pactions in 2010 was $1 trillion and 15 billion 270 million.

In such a market environment, e-commerce websites are also developing towards SNS. These actions, such as Alibaba connections, Taobao network, YAHOO relationship and so on, have proved that the combination of SNS and e-commerce is not wishful thinking of SNS website.

New media is different from public media platforms such as television, radio and newspapers. It is more like a miniature personal media, full of non commercial spontaneous pmission.

In this era, whether brand interaction, brand interaction with consumers, or the creation of unique brand image among consumers are integrated into a complete, integrated and interactive marketing system. This kind of interactive integrated marketing is centered on customer relationship, focusing on breakthroughs, emphasizing the active diffusion of points, rather than spending money everywhere.

Note: the larger the asterisk, the greater the eigenvalue of the eigenvector.

Source: AI information group.

Three ask blog marketing

Among the many new media, blog has become a widely used brand promotion marketing platform. Why do blogs get the favor of enterprises? What kind of new marketing rule will be created by blogs? How can we measure the performance of blog marketing in the virtual world? Let's ask blog marketing.

One question

Can 1+1=11 blog create marketing legend?

The Yiwu rhyming scarf was originally a student of Journalism Department of Hebei University. Because he had a special liking for scarves, he opened a scarf shop on Taobao.

The author releases the world's news and knowledge about scarves every day, describes in sensual language, accumulating every day, and her micro-blog becomes the "Analects" of scarves. Many readers become friends with the author because of reading them.

In blog marketing, miracles are more likely to be born in some small and medium-sized enterprises.

Famous clothing brands often establish certain reputation among consumers, and have a very competitive market manipulation power. For a domestic garment market that produces tens of thousands of new brands every year, it is a matter of interest for small and medium-sized brands to establish their brand image at the first time.

By using blogs and micro-blog, enterprises can give full play to their autonomy and low cost, and often make use of some social hot spots and news hours to create amazing publicity effects.

In the United States, the phenomenon of small businesses leading social media has attracted the attention of the society.

As a platform for small and medium-sized enterprises, Zhang Zhenyi, a senior Alibaba trainer, told reporters that Alibaba will provide guidance and services to businesses to help them create their own blogs. At the same time, the platform also launched Ali video, which will introduce successful businesses to more operators through videos. Facts have proved that through blog marketing and video promotion, businesses can be more clear about the essence of online marketing, have a more accurate grasp of netizens' psychology, and also significantly expand the popularity of brands, and have led to the rise of more peers.

Two questions

Why is blog marketing popular with enterprises?

Domestic blog experts "intersophie" (net name) said that after the establishment of a blog, one of the changes that can be observed directly is that the ranking of enterprise products or services information in search engines is constantly improving.

A company that runs a blog for some time will have a deep experience.

In addition, through blog companies, they can communicate with customers at lower cost, publish their views and opinions directly through blog, and listen to their customers' voices.

And customers can directly publish their suggestions and opinions on the enterprise through the blog, so as to achieve two-way dialogue and communication.

Its cost is just the cost of writing and maintaining blogs.

At present, the development of enterprise blogs is still in its early stage. If we start a blog first, we will easily get media attention.

If the enterprise can seize the topic of media attention, it will have the opportunity to get more attention.

For example, now the Internet is more famous online goods brand fluttering dragon.

This is a company that makes stuffed toys. For more than 10 years, it was Disney's foundry. In the financial crisis, orders fell sharply. Facing the trend of domestic sales, they chose a shortcut to pform online retailing.

In the blog, the boss recorded the growth experience of the Internet brand, and as a typical example of domestic sales, it was soon noticed by many mainstream media.

Enterprise blog will bring another objective effect, that is to develop agents.

On the Alibaba platform, many entrepreneurs are looking for good supply resources. If enterprises have competitive products, they can consider developing agents through blogs.

Three questions

Enterprise blog, performance is sooner or later?

Corporate blogs need team work and long-term involvement. How should performance be measured?

The impact of corporate blogs on sales is generally not considered accurately.

This is because corporate blogs are a special way of marketing, or a more advanced way of marketing.

It needs to consider its performance with non-traditional value criteria.

Its value standard should be the influence of the brand, and the customer's identification with the brand refers specifically to the quantity and quality of the positive comments around the brand.

Their contents are feedback, evaluation, link, discussion, excavation, information, word of mouth, support, collection, Q & A, micro-blog, short message, short message, etc.

All of these become word of mouth, forming a real-time interactive advertising effect.

"Intersophia" believes that if a corporate blog can really embody such a function, the performance of corporate blogs should not be or is not mainly about the direct information of products, but the values of enterprises.

Such values must be specified and specified by enterprises.

Secondly, there must be a group of staff to write, showing different personality characteristics in the form of writing.

This process can not be assigned at random, it must be trained.

The impact of corporate blogs on the sales of an enterprise will not be as real-time as the advertising rate, but it will not be far off.

Your brand influence has increased, and sales are a natural thing, and the longer the time is, the better the sales effect.

More importantly, when customers understand and admire the values of an enterprise, the company will soon be sold even if it increases the items of other products and services.

However, for the common enterprise blog marketing, the cost of investment is high, it needs long-term maintenance, the increase of access and the difficulty of keeping it very difficult.

Although the threshold is low, if there is no adequate preparation, we should proceed cautiously.

In addition, there is another point to note: social media is a good tool to help small businesses reach undiscovered potential customers and maintain sticky links with already owned customers.

For small businesses, this is a new opportunity. It can bring a large number of target customers if you do not spend money or spend less.

Enterprise case

Joyce: find thousands of agents through blogs

Joyce is the clothing brand of Dorothy Garments Co., Ltd. in Shanghai.

In 2008, Joyce made the traditional sales in line. The annual turnover was 8 million. In 2009, the online wholesale business finished 40 million, and 1000 online agents were still developing in a short time. But the secret weapon of Jones was the use of corporate blogs.

Joyce produced and sold Korean version of women's clothing. When enterprises began to identify blog location, they hoped to develop agents through corporate blogs.

At the beginning, the content of the blog is unavoidable to issue product information and agents joining rules.

Later, with the help of bloggers' "sou Rou", the idea became clearer and clearer, which conveyed the idea that Joyce was willing to grow up and mature with agents, and corporate blogs were a platform for dancing together.

After positioning clearly, all the columns of Joyce's blog are set up for this position. Each article has to answer a question, "who do we dance with?"

Joyce's blog articles are categorized.

The pformation of general affiliate rules is upgraded to a "seller's growth plan"; the introduction of boring product information with a humanized presentation; the improvement of customer service in every detail; maintaining interaction, maintaining communication, timely replying to various topics of agents, recording a large number of growth stories of agents, and representing the corporate culture, the more delicate, the more authentic, the more influential.

A year later, there was a significant change in Joyce's corporate blog. The number of visits was 2 million 300 thousand. Every 2~3 days, there was an article with 27 comments per article.

Through blog, it has been interacting with nearly 200 thousand users, with a daily browsing volume of 5500. Some messages are intended to be Jones's agent, some of which are direct feedback from customers, such as the problems in the delivery of goods, the problems in the service, and the quality of clothes.