Garment Enterprises Enter The Era Of Micro Business

The four largest in China

Micro-blog marketing is not a false proposition.

In March 2011, the icy down jacket launched a spokesperson selection campaign through Sina micro-blog. The number of participants in the activity period reached 510 thousand passengers, achieving an unprecedented brand publicity effect.

In June 2011, Li Na's good achievements in the French Open also raised the popularity of Nike micro-blog.

After Li Na entered the fourth French Open, the growth of @Nikewomen fans was significantly higher than before.

When Li Na entered the final, @Nikewomen fans grew 80 times faster than before.

In this process, the interaction between users and @Nikewomen has increased significantly.

Sina micro-blog launched the Nike related templates and topics, with a total exposure of tens of millions.

B2C platform also began targeting micro-blog, entering the era of micro business.

2011 eleven, Jingdong mall in Sina micro-blog push micro-blog sales promotion page, under the strong boost of sina micro-blog, Jingdong mall produced about 2000000 yuan sales.

At present, Jingdong mall has nearly 860 thousand fans in Sina micro-blog, and Sina micro-blog has made a lot of achievements in its series of achievements.

Sina's deputy editor in chief, Wen Jin, said that as of 2011, the number of enterprises that had been certified by Sina micro-blog had reached 3.5, including Bosideng, CABBEEN, seven wolves, seven cards, Anta, 361 degrees, XTEP, and so on.

Although micro-blog itself is still an immature platform, in less than 3 years, tens of thousands of fans have sprung up to reach hundreds of thousands of brand official micro-blog. It has also created classic marketing events such as "Li Na and Nike", "120 thousand people go crazy to all objects" and "NOKIA N8 micro-blog".

It can be seen that micro-blog marketing is not a false proposition. Although micro-blog platform is still young, there are still many deficiencies, but it has shown great potential to help brand promotion and marketing.

Micro-blog marketing is imperative. Finding the right way is the key.

Confusion focuses on profit models

Garment enterprises encountered various difficulties in the process of micro-blog marketing. In the interview, the most worrying news about micro-blog was the lack of profit pattern.

Dai Chengqi, general manager of Tonlion business division, Ningbo, said: "Tonlion has launched an official micro-blog in Sina, specializing in activities and new product network, but we are still exploring how to use micro-blog to do marketing.

The biggest confusion of using micro-blog as a marketing platform is the lack of profit mode. The brand can only use micro-blog to expand its popularity or launch its activities. At best, it is the function of advertising. At present, no real benefits can be seen.

The perplexity of Tonlion is widespread in garment enterprises. Many growth brands believe that the most urgent task is to make short-term profits, so that enterprises can survive first.

Hu Shiming, manager of the domestic sales center of Zhejiang Liu Qiao Industrial Co., Ltd., said: "micro-blog's influence is large, but there is no clear sales mode. What we can do is to combine with the electricity supplier, and publish the product address on micro-blog.

What we value most is the promotion of sales figures. Compared with micro-blog marketing, we prefer to choose local TV stations for TV marketing, at least we can directly realize sales.

In response to the lack of profit model, in 2011, Sina launched a low-key payment tool "new pay".

When registering Sina micro-blog to fill in the personal information form, there is a "receipt address", and the mode of "micro-blog + electricity supplier" is ready to come out.

Sina's business ambitions are still in the brewing stage, perhaps the beginning of a broader platform.

Micro-blog's operation mode and its own disadvantages also affect the marketing effect of enterprises.

To start marketing on micro-blog, the first condition is to accumulate a certain amount of fans, and the quality of fans is equally important.

Along with the rise of micro-blog, there are also fans' teams. They have registered numerous useless accounts on micro-blog, paying much attention to other registered users and issuing spam advertisements at any time.

In addition, some brands often adopt the form of forward raffle in order to expand their popularity and influence. Generally speaking, a prize forwarded micro-blog will get more than ten thousand forwarding quantities.

However, a lot of accounts are registered, which are used to forward the lottery, which is meaningless forwarding, and blur the judgement of the publicity effect.

In December 2011, the regulations on the development and management of micro blog in Beijing were formally promulgated, and Sina, Sohu, NetEase and other major websites were put forward to register micro-blog's personal data.

Whether micro-blog's real name system can improve the current situation of interfering with normal marketing is still unclear.

Infinite wisdom in finite text

Due to the success of the network, everyone has a high degree of sensitivity to the Internet. Every pformation and upgrading of network marketing can find the shape of a customer.

The same is true of micro-blog marketing. In the micro-blog marketing war, which started almost all of the fashion brands, customers once again stood out.

From the initial development of thousands of fans to the official micro-blog with 430 thousand fans, it has the unique wisdom of micro-blog marketing.

First of all, micro-blog marketing should be combined with entertainment marketing.

In May 2011, fan Kong official micro-blog "VANCL fans group" released the video of Huang Xiaoming's video recording. It turned 8 times crazy to 120 thousand times. Compared with the high TV advertising fee, the cost of micro-blog forwarding was almost zero.

Second, tap the soul of micro-blog brand.

Micro-blog can not only publish new products, but also have the spirit of interaction. It needs to convey brand culture in a subtle way.

"Bosideng official micro-blog released content is often some fashion information, not directly related to Bosideng, but the fashion concept and attitude of life are very close to Bosideng brand, and imperceptibly shape the brand image."

Li Wei, chief consultant of Shanghai Zhigu strategy marketing consultancy, said.

Third, be good at communication and reply to consumers' questions and opinions in time.

Bosideng official micro-blog saw consumers photographing and uploading micro-blog in Bosideng costumes, then forwarded comments: "nice, Bosideng spokesperson is you!" so that a brand can become a cordial friend, a fashion consultant and a considerate customer service, which is more affinity than the icy brand LOGO.

Finally, it is highly sensitive to news.

Looking for marketing opportunities in micro-blog hot events, when micro-blog influential people mention their brands, they will interact with them in a timely manner, take the initiative to attack and seize every opportunity to arouse heated debate.