High End Commercial Retailer "Free Food"

"Do you knit your neck today?" "join the micro-blog group in a shopping mall and get 100 yuan shopping voucher immediately."

2010, the most sensitive to fashion.

High end retailers find new consumer targets

People who use micro-blog are also chasing people and personality.

Some experts predict that retail industry may usher in a "micro marketing", and the relationship between department stores and guests will also have a huge impact.

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 huge amounts of information are spewing out. At such a speed, no newspaper, magazine or website can do it.

Hongkong Harbour City took the lead in Sina's official micro-blog registration in January last year, and asked professional teams to do marketing. At present, 160 thousand fans are concerned about it.

Hongkong Shatin new City Plaza, Times Square and round square luxury shopping mall also registered with Harbour City, and released new information in real time. So far, tens of thousands of people have been concerned about it.

Hongkong Harbour City settled in Sina micro-blog and after a red, many tide brand, high-end.

Tide card is the most sensitive to fashion. From April to June last year, I.T, Zara, China's official website, AdidasOriginals, Converse and many other brands were registered in Sina. Every day, they released the latest information, such as the new limited plate shoes, or the pictures of celebrities wearing their new products to attend the fashion party. Even if you don't buy fashion magazines, you can get a taste of the latest trends of brands, personalities, celebrities and celebrities through micro-blog.

Although Hangzhou the Mixc only opened micro-blog in August last year, because of the many kinds of shopping malls and professional team planning activities, the number of fans has increased dramatically. The scene of fans queuing up at LanvinForH&M on sale at micro-blog has been released overnight, and the latest Fendi season window has been released online, so that guests can not go to the Mixc to be happy "WindowShopping".

In October of last year, LV registered official micro-blog account Louis Weedon, and began to publish information on goods. In this view, Burberry, Gucci and Cartier will follow closely.

Many "bugs" (more than 10 hours per day on micro-blog) are deeply impressed. At the end of last year, Sina micro-blog broadcast live Chanel "Paris Shanghai" fashion show, which has been a sensation for many times. However, many multimedia and dynamic people began to take pictures directly from T to micro-blog and broadcast live.

It can be said that the people who use micro-blog are also chasing people who are fond of personality, but 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 also economically strong.

"Micro marketing" strategy caters to fans' interest is the king's way.

The sense of affinity is exactly the key point of commercial attention to "micro marketing".

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There is a metaphor in the Internet which is very interesting. "Blog is the living room, and micro-blog is a nightclub."

In the living room, you can only sit tight, but in the nightclub, you can enjoy yourself.

This may be the difference between blogs and micro-blog. In this nightclub, fans will not be forced to see advertisements. Everyone can express their opinions, such as whether a new store's clothes are worth a lot of money, which bag has been picked up by a famous lady or so on.

The person in charge of micro-blog in the Mixc said that if the guests saw only advertisements on our official micro-blog, the fans would be fewer and fewer. The shopping malls should share information with the fans, recommend good books, delicious dishes and exclusive activities, so that the guests would be interested in forwarding and closing notes.

After LV registered micro-blog official account Louis Weedon, Hong Huang, a senior fashion designer, immediately wrote a micro-blog: "commonly known as" Ai Wei "also has official Sina micro-blog!" and Louis Weedon responded quickly: "thank Hong Huang for its attention and forwarding.

This feeling is quite different from the picture that is full of Logo on the flat surface. Fans will find that this powerful and original brand has its cute and naughty side.

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

Therefore, 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.