Bosideng's "Micro-Blog Marketing" Is A Bit Interesting.

"513308 people! This is the ice cream" organized by Sina micro-blog. Endorsement The number of people participating in the election has set a new record of the official micro-blog activities. In March 18, 2011, Li Wei, chief consultant of Shanghai Zhan Guo CE marketing consultancy, sent an email to Boston senior to report the new achievements of micro-blog marketing.

"There is nothing terrible in life, only what needs to be understood." Good morning, everyone! I wish you a good mood in the new day.

January 14, 2011

Yes, this is a simple and intelligent greeting. Bosideng The prelude of micro-blog marketing. From this day on, Bosideng official micro-blog started a wonderful journey under the operation of Shanghai Warring States policy.

Company top support is essential.

Back in the early January 2011, Shanghai's Warring States policy submitted a plan of micro-blog to Bosideng.

"We have worked with Bosideng for 8 years in the field of brand marketing, and have enjoyed it very much. We often communicate with top executives of Bosideng, including new marketing methods, new marketing concepts and so on. Li Wei said.

Bosideng knows that Bosideng is an innovative clothing industry leader, and has always insisted on "striving for excellence and never satisfaction". President Gao Dekang is also willing to accept new things.

The proposal was quickly recognized and valued by Bosideng senior executives, entrusted to the Shanghai warring state policy to set up a special department to supervise Bosideng official micro-blog, and plan, edit and maintain it all the year round.

Bosideng's strong support for micro-blog marketing also let people see an old firm's firm determination to innovate.

"Bosideng has asked all departments to cooperate with the official micro-blog more than once. For example, Bosideng Man Sponsored Lee Hom's Hangzhou concert. There are few tickets used to entertain VIP guests, but considering that many fans of Bosideng official micro-blog are very fond of Lee Hom, they decide to pass the tickets through micro-blog. Li Wei sighed, "now, Bosideng senior executives have fully realized the irreplaceable nature of micro-blog marketing. This concept is very advanced. Not all leaders can accept such a new thing so quickly and quickly."

Magazine micro-blog wins content

"About life, fashion, clothing, about brand, about Bosideng's" micro-blog magazine ", this is Bosideng official micro-blog's content orientation.

The spread of micro-blog is not to win by quantity, but to win by content. The biggest feature of micro-blog, unlike other traditional media, is that micro-blog has no compulsion. It must rely on rich content to increase the number of fans, retain fans and lock fans.

"We have to win by content, but if we just regard micro-blog as a broadcasting station of an enterprise, consumers will feel bored in the process of watching it." Li Wei said.

But how can we win by content? Shanghai's Warring States policy fully inspected the contents of Bosideng's consumers while paying attention to Bosideng. In addition, they have done a lot of data analysis and comparison, established many statistical analysis models, and finally decided to appear in front of fans in the form of "Bosideng micro-blog magazine".

When you open the first page of Boston micro-blog magazine at 9 in the morning, there is always a philosophical greeting waiting for you. In the morning, during your busy interval, you can enjoy the style of "Bosideng new releases"; and in the afternoon, when you are holding black tea, you can walk in the street of "fashion trend", "fine life wisdom"; at night, when a family reunion, you can gossip about "Star Dress" and explore "anecdotes of constellations". At midnight, when you are about to fall asleep, it will give you a cordial "good night". {page_break}

It is such a micro-blog magazine, it has gathered all aspects of the content of fashion life. Whether you are a Bosideng consumer or a potential consumer, you can see information helpful to you every day, which is also closely related to the brand culture idea passed by Boston.

Based on the experience of eight years of cooperation with Bosideng, together with the full cooperation of all departments in Bosideng and the discussion of regular meetings, Shanghai Zhan Guo CE has been able to well grasp the development trend and marketing concept of Bosideng.

"We will publish some fashion information, not necessarily directly related to Bosideng, but the fashion concept and attitude towards life must be very close to Bosideng brand. This is a subtle move." Li Wei said.

Apart from careful planning of content, Bosideng's micro-blog is also good at initiating activities and attracting a large number of fans. Especially during the period of CHIC2011, Bosideng took advantage of this opportunity to show its own demeanor on micro-blog.

On the eve of CHIC2011's launch, Bosideng announced in advance that its brand icy will appear in CHIC2011 on its micro-blog in March 11th. Then, on the day before CHIC2011, it officially announced to fans that Bosteng will share with micro-blog the most detailed live coverage of micro-blog on March 28th, and 4 apple IPODshuffle and 40 4G fashion U discs. This series of prelude has lifted the appetite of fans to a large extent, attracting more fans to pay attention to the brilliant performance of Boston on CHIC2011.

In the short span of four days from CHIC2011 (March 28th to March 31st), Bosideng released nearly 100 micro-blog. These micro-blog involves various aspects, including the launch of activities, the display of venues, and the introduction of fashion show and brand culture. During this period, the average forwarding times of each micro-blog exceeded 100 times, and the "Boston CHIC" prize winning activities and "Lee Hom's appearance at CHIC bostens men's exhibition area" were more than 500 times and 400 people's forwarding and comments respectively.

After CHIC2011, Bosideng also launched a three day CHIC2011 wonderful review, including reviewing some other classic costumes, announces the award-winning list of Bosideng prizes, and revealing the little tidbits of model show.

Bosideng is a good friend who can make jokes.

Since the advent of micro-blog, some brands have gradually regarded it as an important position for their own profits. Micro-blog is a complete marketing chain, from brand marketing to communication with potential users, from sales to customer relations, micro-blog can be achieved. But for Bosideng, its official micro-blog pays more attention to communication rather than sales.

At present, Bosideng's terminal outlets are very complete, and its retail distribution network has reached more than 7000 nationwide, and Bosideng also has its own flagship store.

"Sometimes we will cooperate with Bosideng's e-commerce to do some promotional activities, but this will not be the main thing." Li Wei explained, "for the mature brand of Bosideng, the significance of establishing a very friendly brand image and good interaction with consumers through micro-blog is much greater than that directly generated sales. We mainly want to make use of this platform to convey some information about the brand of the enterprise more quickly and clearly, and form a harmonious interaction with the consumers, leaving a friendly impression on the consumers.

For many consumers, Bosideng is only a production of down jacket business, but through micro-blog, people have seen a more affectionate Bosideng - cordial, friendly, fashionable and humane. As a result, the distance between Bosideng and consumers has been greatly reduced, so that more consumers can participate in various activities of Bosideng, so that they can appreciate the style of Bosideng more intuitively.

"At the beginning stage, we put all brands of Bosideng on a micro-blog platform, mainly to enable everyone to have a general understanding of all brands of Bosideng and not to lead to the loss of information."

Because of the limitations of traditional means of communication, consumers' cognition of brand is not comprehensive. Because micro-blog is "year-round" brand display and interaction, consumers can learn more and feel more.

Bosideng official micro-blog's fans are of high quality, with a large span of people, including stars, hosts, professors, officials, fashion designers, journalists, etc., and there are also many young people who pay more attention to fashionable young people, such as white-collar workers, campus crowds and so on.

"Many people are pleasantly surprised to find that there are so many brands and so many good styles in Bosideng, and one of them is very suitable for itself. Other means of communication are difficult to sustain such a large capacity. " Li Wei said, "what is more important is that many fans have already regarded Bosideng as a good friend who can trust, communicate and even joke through micro-blog interaction. So when he has consumer demand, who will be the first choice? The answer is obvious. This communication is a real mental marketing.

Li Wei's communication is a two-way interaction, which is also a deep feeling for Li Wei. "Fans often put forward many good suggestions in the reviews, including the evaluation of a garment and the improvement of a store. These voices are so precious that these feedback can hardly be obtained easily and conveniently by traditional means. "

As of press release, Bosideng Sina official micro-blog fans have reached 47931 people. Now, a vigorous activity of "men's clothing, the most" heart, "and" love will win "is going on in micro-blog. As an important means to enhance the brand's soft power, the power of micro-blog marketing can not be underestimated. In the future marketing of Bosideng, micro-blog will write a thick and colorful one for him.