Service Enterprises And Media: Exploring The Road In Progress

In April 2008, the star channel channel under the banner of Shanghai Wen Guang media group broadcast a file

After the end of the magic day, the articles on cross-border cooperation have not been completed.

Can we build an entity platform to provide opportunities for these cutting-edge designers to display their talents and enable them to go directly to the market and customers?

Another consensus is that the two large local state-owned groups in Shanghai will continue to work together to launch the EY (Enjoyyoung) with a styled styled style.

If EY is the crystallization of cooperation between traditional textile and apparel group and traditional media, then in March 2nd this year, Sina announced the acquisition of 19% stake in Mcglaughlin, which represents the cooperation between e-commerce enterprises and new media, which has aroused widespread concern in the industry.

Is it an addition or subtraction, or is it unknown?

The road is in progress.

Sina's acquisition of Mcglaughlin, the industry's hot theory, micro-blog marketing may force.

Through the high stickiness of micro-blog to Internet users and importing traffic for e-commerce websites, the two will achieve a win-win situation.

And when our reporter interviewed Pu Si Jie, general manager of Mcglaughlin's e-commerce department, he said that micro-blog marketing had not yet had a successful case. Micro-blog is still a basic social media platform, and it still needs a long time to explore the pulling effect brought about by e-commerce.

Pu Si Jie said: "after Sina's stake in Mcglaughlin, the detailed cooperation mode needs to be discussed together. Sina wants to understand the e-commerce market, and we also need to understand Sina's vision of micro-blog."

In fact, before the practice of micro-blog, Mcglaughlin had established a fan group before.

Mcglaughlin has a team of three or four people who specializes in micro-blog. Every day, he will release information about clothing matching, home life and other aspects to users, and interact with users through this way.

Users will also share their dress experience in the fans group. There are thousands of users' questions or evaluations every day.

Pu Si Jie thinks that micro-blog is a tool with a good sense of community.

"First, cooperation in content, through micro-blog to provide users with value and convenience in the shopping process.

At the same time, Mcglaughlin also has a group buying micro-blog app, which will soon be launched on Sina micro-blog.

Such an attempt has made micro-blog closer to e-commerce.

Pu Si Jie said.

The cross industry cooperation in the e-commerce industry and the cooperation with the media are not rare.

Marceau, an insider from Masa, told our reporter that the cooperation of multiple angles is bound to enhance the reputation of enterprises to a certain extent. This is also a problem for Marceau.

In the future, Marceau will choose to cooperate with the automotive industry and the media.

The cooperation between the media and the electricity supplier seems to be a natural connection. But on the capital level, the future trend between Sina and Mcglaughlin is indeed looking forward.

EY has been in operation for nearly two years, and now there are more than a dozen stores in Shanghai. Although the cooperation between EY and the magic days is not long, the designers have their own development direction, but the EY brand has been extended because of that opportunity.

Shanghai Textile Holdings and Shanghai Wen Guang group want to try the innovative mode, which is designed by the Shanghai textile control group's Shanghai textile fashion industry development Co., Ltd. to operate all the physical parts of the brand, including product design, production, development, sales and so on, while the majority of the media are promoted by the star group channel of Shanghai Wen Guang group, with the help of star channel, including TV media, network media, print media "star Shang pictorial", and so on to carry out multi-channel and compound media promotion.

"We hope to cultivate a number of outstanding local designers in China.

In terms of physical construction, Shanghai textile investment and star channel are replaced by media resources.

EY brand director Tan Wenjia said.

In the actual publicity process, EY's new store opening and street shooting activities will be publicizing by Xing Shang channel, such as "today's impression", "left and right fashion" and so on, and many times came to EY shop to shoot.

Last year, Xing Shang channel has launched a major fashion event "star Shang Chao", and our brand has also got the opportunity to participate in various aspects.

Tan Wenjia said.

{page_break}

"At present, our cooperation with Xing Shang is quite positive. From the aspect of brand promotion, we certainly hope to have a program tailored specifically for our brand.

However, due to the limitations of various aspects of public media, cooperation in this area still needs to be discussed and opportunities.

At present, the relatively conservative approach we adopt is to implant our brand elements as far as possible in their highly rated columns.

In Tan Wenjia's view, the clothing brand has strong media to promote in the early days of its growth, which is beneficial for the product to enter the market and be well known to the consumers. "We go to the shopping mall, they know that such a media resource is backed up, and the negotiation is smooth and smooth, and so is other businesses."

Nowadays, enterprises should pay more attention to the promotion and promotion of media.

Mature models

Pu Si Jie believes that the current Sina and Mcglaughlin cooperation is facing the difficulty of commercialization of micro-blog, "for the industry, there is no clear direction, at present, micro-blog is to provide value-added services to customers."

After Mcglaughlin and Sina cooperate, they still maintain their independence. The ratio of input to output is an important factor for both sides to consider.

"With such considerations, it is difficult for investment to interfere with operations, and we learn more about each other.

Our team is trying to understand micro-blog and micro-blog, but there are some things that should not be rushed, or else it will help.

Pu Si Jie said.

Pu Si Jie believes that for garment enterprises, it is not desirable to focus on micro-blog's innovation in order to get immediate economic benefits. "Micro-blog can not be regarded as an e-commerce platform. Commodity trading involves more complex content, which is difficult for micro-blog to carry."

Pu Si Jie said.

For EY, cooperation between the two major state-owned groups still needs a running in process. Due to past friendly cooperative relations, the development of EY has been continuously promoted by both sides.

"In the short term, it is still necessary to think about how to make the product well, and express the brand more accurately through the compound media platform, and how to achieve profit is the most direct problem at present.

Of course, with the deepening of bilateral cooperation, we must face up to the future capital division. "

Tan Wenjia said.

The common interest between media and industry is the basis of cooperation, but the two are essentially different.

For example, the media uses the advertising resources of 10 million yuan to be replaced. This figure is a brand that can run for a year and a half for the industry.

For the media, it is the lens and the time slot.

Although the two parties are quite similar in the market price, it is inevitable that the two sides need more detailed discussions on the specific interests distribution.

"In the information society, why should we have a strong brand publicity channel?

This is doing addition.

Of course, in the cooperation mode, we are still negotiating with star channel.

The consensus at this stage may need to be adjusted later.

However, the interests of us and star are consistent in the general direction, and we are trying to make a comparative attempt. The key is how to build effective models so that we can do more things on this basis.

Tan Wenjia said.

{page_break}

Can not deviate from the essence.

For the close cooperation between the clothing brand and the media, Yang Dayun, President of UTA Fashion Management Group, said in an interview with the newspaper that clothing brands and media bundles for short-term promotion and promotion are necessary, but in the long-term operation of the brand, it is still to be observed to rely on the promotion of a media platform.

"Media is a channel for brands to contact consumers, and when consumers understand the brand, they are actually more interested in its design style and product quality than in what media they see brand information.

The famous magazine "PLAYBOY" and "ELLE" have authorized their names to make clothes for others. But at the moment, the two brands do not work very well.

Every industry has its own core values, and it must follow the essence of development.

For example, as a famous brand program coming out of CCTV, "the pleasant goat and the grey wolf" have a strong driving force in the media.

But if it recurs in a certain media for a long time, it is not conducive to its growth, and the audience will be tired of it. "

Yang Dayun said.

Clothing brands need to be familiar to consumers through various media channels, but in the long run, they cannot rely on the power of a particular media.

Therefore, for the deep cooperation between the clothing brand and the media, in the specific division of labor between the two parties, Yang Dayun believes that the media should be promoted in a limited way, and the clothing brands will develop according to their normal rules.

"Things must be in accordance with their original essence, instead of integrating two things together, 1+1=2."

Yang Dayun said.