Li Kailuo: New Media Needs To Be Discovered

Wen: Li Kailuo, an expert on fashion industry economics

In the era of increasingly fragmented media and fragmentation, traditional

When many domestic brands are still committed to heavy gold advertising in prime time, we can easily find that many international first-line brands and some cutting-edge brands have gone down, and have started close contacts with all kinds of new media, and have also established close interactive marketing platforms with consumers.

LV cooperates with iPhone's new media.

Louis Vuitton has announced that the 2010-2011 Louis Vuitton autumn and winter fashion show will be broadcast live on iPhone mobile phones and Facebook, allowing viewers to get the first time the Louis Vuitton released the fashion series this season.

In fact, as early as 2009, LV and new media began to cooperate in various ways. With the latest information network platforms such as Facebook, Youtube, iPhone, Twitter, etc., digital technology was used for integrated marketing, so that users could not only watch the latest fashion announcement of Louis Vuitton through various platforms, but also get a variety of interactive experiences on the network platform and invite their friends to join them.

Burberry and Facebook push social networking sites.

November 2009, Britain

Burberry's move is easy to be judged as a smart emotional marketing. Through this social networking platform, it creates a collective memory with Burberry windbreaker as an emotional carrier, and also allows the younger generation to retrieve the true tradition from Burberry.

Emotion has made an item more valuable. Burberry has attracted 700 thousand fans in the world in just a few months. Its quarterly performance jumped to 380 million pounds, an increase of 12%, exceeding the growth rate expected by analysts in the area of 3%, and analysts estimated their pre tax profits between 175 million and 200 million pounds.

Net-a-porter joined iPad to issue online magazines.

Luxury online

Regardless of the effect of these brands and new media joint marketing, one thing is at least certain: compared with traditional marketing methods, the emergence of new media such as online magazines and community websites has changed the traditional dry and one-way dissemination and hard promotion. It has melted into the interactive activities of consumers and integrated into the word of mouth, forming another source of communication and constantly downward diffusion.

Through this, enterprises can achieve more interaction with the audience, and can also collect more feedback information.

Twitter, Facebook and Youtube, which are new media based on the progress of network technology, have made information pmission more direct and fast than ever before, giving brand richer marketing space, and enabling enterprises to interact with customers in a personalized way as much as possible.

These new media marketing methods such as online magazines and community websites have the advantage of providing precise orientation, intelligent optimization and waste reduction. Compared with traditional media marketing, they emphasize more on experience, communication and diversity, but it does not mean that new media marketing can bring much benefits and direct profits to enterprises and brands.

In new media marketing, experience may be more important than selling, and attention and reputation may be more important than purchasing power.

One side of the new media is the consumer, one side is the enterprise. Only by grasping the common interest points and finding ingenious communication opportunities and methods can the two sides be closely combined.

Coca-Cola does not necessarily sell ICOKE, nor does Burberry launch social networking sites for sale.

They all want to get in touch with consumers and bring new experiences to consumers.

In the past, marketing was provided by businesses, but with the advent of the new media marketing era, the channels of communication in different fields were no longer clear-cut. Consumers would be free to choose and accept the joy of effective information. They decided to choose what they wanted to see, and they could freely disseminate content to become a brand communicator.

Marketers are also beginning to understand and apply the new media marketing mode in this "flat" world. For the traditional enterprises, the new media is undoubtedly a gluttonous feast that they will regret after they miss it.