Business Enters The Era Of "Micro Marketing"

Starting in 2009

2010, the most sensitive to fashion.

In January this year, Hongkong Harbour City took the lead in the official micro-blog registration in Sina, and asked professional team to operate marketing. In just 11 months, 160 thousand fans were concerned about it.

Between March and April, the new City Plaza, Times Square and square shopping mall in Sha Tin, Hongkong, also registered with the Harbour City, and released new information in real time. So far, tens of thousands of people have been concerned about it.

There are already many fans in Hongkong department stores, and local department stores in Hangzhou have also sniffed the new media's enthusiasm and started to act.

In June, Yintai Qingchun restaurant registered and accumulated more than 500 fans, and plans to launch the first "spicy micro-blog competition" this month.

In August, the Mixc unveiled several columns such as Vientiane, Vientiane and so on.

In October, Hangzhou Tower shopping mall showed up all kinds of stars and fashion information, and announced high profile fans in the print advertisement.

In December, Hangzhou department store and Jie Bai also included micro-blog in the project.

It is predicted that the department store industry may usher in a "micro marketing", which will have a huge impact on the relationship between department stores and customers.

Luxury goods, tide cards and department stores together "weave".

Almost in Harbour City, Hongkong, where Sina micro-blog was settled and red and red, many tide brands, department stores and luxury goods began to compete in micro-blog army.

Tide card is the most sensitive, from April to June, I.T, Zare China official website, Adidas Originals, Converse China and many other tide cards have been registered in Sina account. Every day, they publish the latest information, such as a new limited edition shoe, or which star wears their home's beautiful shirt. Even if you don't buy magazines, you can get a taste of tide cards and tide people's every move.

The department stores have launched their own official micro-blog as an example because they are jealous of the popularity of Harbour City in Hongkong.

Yintai Qingchun store is the earliest registered department store in micro-blog. It has sent some promotional information and activities to stores, and has accumulated more than 500 fans. This month, we plan to promote the first "spicy micro-blog contest".

Although the Mixc opened micro-blog in August, but because of many kinds of businesses and planning activities, the number of fans increased dramatically. Last time, Lanvin For H&M was broadcast live on micro-blog. Fans queued up at night, and yesterday released the latest Fendi display window on the Internet, so that guests could not go to the Mixc to be happy "Window Shopping".

Hangzhou Tower shopping mall has opened micro-blog for two months. It has also been promoted through print advertisements, and the number of fans has increased rapidly.

A week ago, by the invitation of Rossetti brand, Gao Yixiang, a Taiwan entertainer, came to D shop, not only on micro-blog, but also attracted many fans' attention.

In recent days, micro-blog has also recommended several Christmas gifts, with many fans asking for messages.

Luxury is the most reserved, but it can not stand the surging popularity.

In October, LV registered the official micro-blog account Louis Weedon, and began to distribute the goods information. In this view, Burberry, Gucci and Cartier will follow closely.

The pursuit of individuality

People who love new media and consume energy. "

At the end of last year, Sina micro-blog broadcast Chanel "Paris Shanghai" show, which has been a sensation for a while, and many media and tide people started from that time. They used to take pictures directly under T and upload them to micro-blog for live broadcast.

Now, more and more people are accustomed to using micro-blog platform to understand and release the latest information.

You can often see the avant-garde posters, the side faces of a star at a very private party, an interesting topic, a wonderful match that makes you feel good, even if it's raining outside the window, someone will upload a rain gear that makes you feel tempted, so that you can't help asking her where can I buy it?

Nowadays, no one doubts that people who use micro-blog are also chasing people and people who like personality. For tide brands, luxury goods and department stores, these people are just their favorite customers. They like to use limited products, pursue independence and be willing to try micro-blog's new way of communication, and quite a few of them are very economic.

{page_break}

"The first thing to do is to play micro-blog because I can make friends with many fashion circles here. I often exchange fashion information with my friends in Hongkong. At that time I played High very much, and later I thought I could open a micro-blog for shopping mall."

Operation of Hangzhou Tower shopping mall micro-blog's small white said, Hangzhou Tower shopping city has been walking in the fashion front, there is no reason not to intervene in the new fashion media.

Well, micro-blog's new fashion media, how can high-end businesses not intervene?

When your micro-blog began to pay attention to Louis Weedon, I.T, Zara, Hangzhou Tower shopping mall, the Mixc, Yintai Qingchun store, micro-blog's great influence began to appear.

Although there is no questionnaire about fashion micro-blog in the 2009 survey of luxury goods in China, fashion micro-blog has produced a great influence in the West.

So, taking the words of Tong Minqiang, general manager of Hangzhou Tower shopping mall, high-end business is involved in micro-blog marketing. "It's only a matter of time."

In the 2010 China luxury report released by Rhodes public relations, it has been mentioned that all kinds of social networking sites including micro-blog have become an important channel for consumers to get fashionable information.

Because micro-blog and paper media are completely different, its renewal speed is calculated in seconds, and massive information is coming out. At such a speed, no newspaper, magazine or website can do it.

"We have a lot of new information every day, these dynamic fashion information can not be released through the media channel, but micro-blog can."

The Mixc micro-blog chief said.

If hard advertising is the living room, then "micro marketing" is nightclub.

Taiwan famous host Kevin Tsai said: "blog is the living room, micro-blog is a nightclub."

He said that sitting in the "sitting room" can only sit tight, but he can enjoy himself in the night club.

This is the difference between blogs and micro-blog. From another angle, if the hard advertisement of fashion business on paper media is the living room, then the soft marketing on micro-blog is nightclub. In the living room, the guests can only see the seriousness of the seriousness of the brand image promotion, but they can High in micro-blog's nightclub.

In this "night club", you will not be forced to see advertisements. Although there will be new information, you can talk about whether it is very practical and whether the new store is delicious. Will this new essence rub mud?

However, it is not necessary to look at the media's flattering words.

After 4 months' operation, the head of micro-blog in the Mixc said, "if the guests see only advertisements on our official micro-blog, fans will definitely be less and less. We have to share information with fans, recommend good books, delicious dishes, exclusive activities, and guests will be interested in forwarding and paying attention."

Icy advertisements

Before I go to bed, I'll send you a "good night" smiling face.

After LV registered the official micro-blog account Louis Weedon, Hong Huang immediately posted another micro-blog: "commonly known as" Ai Wei "also has official Sina micro-blog!" and Louis Weedon responded quickly, "thanks to Hong Huang's attention and forwarding!" this feeling is completely different from that of Logo on the plane. So if one day it concerns you and sends a "good night" smiling face before you go to bed, do not be surprised. Actually, this "cold noodles" brand made up of Logo also has its cute and naughty side.

This feeling of affinity is exactly the most important point of commercial concern about "micro marketing".

Because the way of "one-way" dissemination of information has suddenly become micro-blog's "two-way".

Yesterday, a fan asked "the Mixc". "Do you charge for parking now?" and "the Mixc" immediately replied, "still no charge!"

So, in the secret of micro-blog's operation in Harbour City, Hongkong, the first thing is to "regard fans as friends".

When a department store asks you to warm up when you cool down, remind you to keep warm. When you are sleepy in the afternoon, pass a funny picture to make you feel good, and send your fashion matching pictures from time to time. How can you not have a new feeling for this friend?

So, when it starts to push big or invite you to join in its celebra tion activities and shop Party, you can never turn over pages like newspaper advertisements.

However, just because micro-blog has more affinity, many department stores are more cautious when promoting micro-blog. If there is no good connection between department stores and no smooth system, or no professional team to handle it, micro-blog in department stores may also flow in form.

Moreover, the update speed of micro-blog is too fast. Once the new information is rapidly sinking, the official micro-blog of each department store is still groping. Usually a few days a few micro-blog can give the guests enough energy to pay attention to, which information is the fans' favorite, and what kind of interactive activities suitable for micro-blog to do.

Although the "micro marketing" launched by department stores will have a huge impact on the relationship between department stores and guests, it is not like "poster" propaganda, but a "durable" competition.