Shopping Center War Hits Micro-Blog On &Nbsp; "Human Touch Marketing" Fans Fans.

"Good morning, today is the twenty-four solar term frost, Changsha is also cooling down, everyone should wear more clothes, and the elderly and children have to add one more clothes.

A layer of autumn rain is cool, caring for family members, and loving your body! "So thoughtful words come from micro-blog, a friend of sina's micro-blog in Changsha.

This is not just a slogan, but also makes people feel the strong human touch in the mall.

However, this is only a shopping mall.

Reporters yesterday logged in Sina micro-blog found that friends A Oteri J branch fans have reached 15216 people, Changsha Wangfujing department store fans more than 13 thousand people, friends of the department store, Lok Ho City, BBK Plaza Changsha store, friendship store fans reached thousands of people.

"Blooming flowers" is a fan who is keen on micro-blog. "They can not only get first-hand discount sales information, but also more easily see the popular elements of this quarter and the time for new products to be sold on different brands," he said.

"Shopping malls hope to expand the scope of communication, enhance the influence and narrow the distance from fans through micro-blog marketing, thereby stimulating consumption."

Liu Mingyu, general manager of a friend's department store.

Reporters found that many shopping malls are using micro-blog to launch Halloween.

"Every fan is a consumer".

"Behind every micro-blog user is a living consumer."

Liu Mingyu said that compared with the traditional marketing modes such as DM posters, SMS alerts and traditional media advertising, the promotional messages released by micro-blog are more immediate and interactive.

Micro-blog, a reporter who visited several shopping malls, saw that the promotional information of "dry" businesses in the past had been replaced by rather infectious pictures and texts.

The original advertising promotion has become more cordial and acceptable through the ingenious packaging of micro-blog.

For example, in order to publicize new brands, you and I launched a "love me, you pat me" activity, as long as you use the cell phone to shoot a new brand of micro-blog, and three friends, that is, the opportunity to get a gift.

Micro-blog not only realized the interaction between consumers and businesses, but also built a bridge between brands and shopping malls.

In addition, micro-blog will publish, forward and comment on some public news, trend information, life quotations, practical knowledge, etc. on micro-blog's equal and open platform, shopping malls and micro-blog users will enhance communication and interaction, and the relationship will be closer.

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Micro-blog pays more attention to human touch marketing

Some people believe that the contribution of micro-blog marketing to store sales performance is temporarily difficult to measure with data.

Some shopping malls only use micro-blog in the form of "people have I have".

Reporters noted that some micro-blog stores in Changsha only had one or two fans, and the number of Posts forwarding remained in single digits.

Wang Yingping, Secretary General of Changsha Electronic Commerce Association, thinks that micro-blog's operation in shopping arcade is also a skill. "Unlike traditional media, micro-blog's straightforward advertisements will not cause concern, but will also cause users' disgust."

Being good at catching hot spots, strengthening interaction between online and offline, being humane, and responding to your users in time, is the key to micro-blog's success in marketing.

According to the reporter's interview, at present, micro-blog in many shopping centers is managed by the staff or clerks of the marketing department or marketing department, and there is no micro-blog commissioner.

Content is also often the network pformation of flat propaganda, lack of interaction with fans, unable to timely feedback customer opinion, many businesses simply posted posters or promotional information, some shopping malls or even a few days without any news release.

With the development of this marketing mode, more and more professional people are needed to plan, update and maintain.

Related links

Hongkong Harbour City fans over million

Micro-blog has huge marketing potential.

According to the DCCI Internet data center, by the end of 2011, the number of independent micro-blog users in China's Internet will reach 100 million, which will reach about 253 million by the end of 2013.

Micro-blog platform has become an important channel for enterprises to promote brand image and product sales, and shopping malls are no exception.

At the same time, micro-blog marketing almost "zero cost" operation, is also the traditional marketing mode can not be compared.

In particular, the current age of micro-blog users in China is mainly from 18 to 30 years old, accounting for 67%. These groups are the target consumers of many shopping malls.

Therefore, although the major shopping malls in Changsha have just started, micro-blog has great room for development.

For example, Harbour City, Hongkong, has more than 340 thousand fans on Sina micro-blog, and more than 5400 micro-blog numbers. The number of fans on Tencent micro-blog has reached an alarming figure of 1 million 220 thousand.

Its contribution to the establishment of Mainland consumer groups is not small.