New Media Thinking Of Traditional Clothing Industry

Survey data show that most of today's users with high spending power spend much more time on the Internet than they do in front of the TV every day.

Obviously, with the rapid development of information technology, the future consumer market will be the market of the Internet.

It's not hard to understand the Internet.

In 2011, Air China, COFCO, China Merchants Bank, Cadillac, Mercedes Benz, Samsung, NOKIA, Budweiser and others were well known.

From e-commerce to micro platform

From the perspective of product marketing, the network is a channel for integration of marketing and communication. The distance between communication and sales is further narrowed on the Internet media, that is, the integration of brand communication and product sales, such as Taobao mall.

From the point of view of brand communication, although the network is only a channel of information dissemination, this channel has integrated all the media forms in the traditional sense, and at the same time aggregated a large number of young consumer groups.

In 2011, Busen entered Taobao mall and opened the official flagship store of Busen men's clothing, extending the channel to the network.

In addition, Busen entered the micro-blog field and opened up official micro-blog as its display window and consumer communication position to build Busen media platform for men's wear.

Busen can publish the latest information, advertising, promotional activities, new products and other information through official micro-blog.

At the same time, in micro-blog content release, Busen men's clothing can interact with fans in real time, can conduct online research, shorten the distance between brands and consumers, and make communication more dynamic and deep.

Initial water, new and traditional micro integration

E-commerce platform has broadened the sales channels of enterprises, and micro-blog is a huge asset of enterprise marketing communication.

The official micro-blog content of Busen men's clothing is launched around the men's dress culture. The brand charm is displayed through spokesperson Huang Xiaoming's interpretation of Busen products. The professional image of the brand is created through Huang Xiaoming's dress tracking and fashion reviews. Through the interaction with fans, the fashion information of men's clothing is permeated and disseminated.

Busen men's official micro-blog is not only the fashion information zone for men's fashion, casual men's wear and business men's wear, but also a micro record of men's clothing culture.

From the gold medal column "China dream show" sponsored by Zhejiang satellite TV to Busen men's clothing union "China dream show" in the first quarter of "Busen men's dream 2012" dream in micro-blog platform, "show your demeanor" activities, innovative integration of the advantages of traditional media resources, linking hundreds of thousands of Busen stores entity channels at the same time, finally realized the integration of stores, TV media and new social media, complementary advantages, and sharing resources, so as to maximize the effect of activity marketing communication.

Ari analysis shows that as of October 2011, the size of micro-blog users has exceeded the scale of social networking sites. The user training of social networking sites and micro-blog has entered a mature stage, and the business model is still in the exploratory stage.

At the end of 2011, Busen men's wear test was also exploring their own new media.

The new media represented by micro-blog is changing the lifestyle and consumption habits of netizens, and the form of the Internet will change.

This is a brand new era. It can be said that the "micro era" has arrived.

Enterprise micro-blog is the information platform for external communication and feedback, which shortens the distance between enterprises and consumers.

For netizens, they can get information from enterprises and make information pparent. They can make better choices if they have more information.

For enterprises, the market prospect of platforms that help users will be very optimistic.