Many "Fujian Faction" Shoes And Clothing Enterprises Start Micro-Blog Marketing War

Registered micro-blog publicity brand

Micro-blog marketing is a new marketing method just launched. It is a new marketing method that has been spawned by micro-blog.

Enterprises can register micro-blog, through the dissemination of enterprise information, interactive exchanges, carry out prize activities, special offer or discount information, advertising and other means of network marketing and promotion.

It is understood that from the first half of this year, including CABBEEN, Anta, XTEP and many other "Min faction"

They all opened official micro-blog in Sina micro-blog, and dealers in Zhengda, North Qi, PEAK, and Russell and other enterprises also entered micro-blog's "battlefields", or promoted promotional programs, or after sales service, or activities.

In fact, for many traditional enterprises, it has always been a traditional channel to use traditional sales mode.

But today, with the rapid development of Internet economy and e-commerce, more and more enterprises are gradually changing their sales mode with the sales market, and building a network sales platform suitable for their own businesses.

"Micro-blog platform breaks the constraints of original geography, knowledge and class, and can reconstitute social groups, share information and initiate public actions based on common preferences and experiences," he said.

Chia Tai (China) Sporting Goods Co., Ltd. has gradually introduced the "micro-blog marketing" mode in recent years. Xu Linfang, a public relations manager of the company, introduced: "before, some companies tried online marketing, mainly using the network platform to deal with inventory in a low profile. Nowadays, enterprises are looking at the longer term and paying more attention to the promotion and promotion function of the network.

Enterprises use micro-blog's user resources to develop new potential users, while using micro-blog to interact with users, brand display, improve customer service, customer retention and customer experience these links.

In response, Li Xinglin, executive deputy general manager of Shishi's strong shoe industry Co., Ltd., also said that today, micro-blog's home page is registered by enterprises, establishing official blogs, and quickly promoting enterprise news, products, culture, and so on. This is a new way for enterprises to publicize their external brands.

Guard against copycat version and enhance interaction

As a matter of fact, micro-blog's marketing is still a new concept for the shoe and clothing industry in our province.

For this new thing, the shoes and clothing enterprises have different opinions. It is generally believed that micro-blog marketing is a "double-edged sword". How to increase the contact frequency with the consumers through the micro-blog marketing mode, and communicate with the target consumers in all directions, in order to achieve the purpose of propaganda and become the topic of enterprise thinking.

Li Xinglin told the author: "the pmission power of the network is very strong. Things that are too popular will be imitated immediately. Therefore, fake and shoddy products and websites are often produced on the Internet.

If we want to carry out micro-blog marketing, we must take into account the crisis prevention and handling, and the most important thing is to guard against the "copycat version" and maintain the reputation of genuine products.

In addition, the interests of distributors and consumers are also the focus of business concerns.

"Selling price is a difficult problem. The price is too low, it will hurt dealers. The price is too high to attract consumers.

Therefore, how to make a pricing that can make online consumers satisfied without compromising the interests of dealers becomes the top priority for enterprises.

Wang Weiwei, manager of Fujian's Limited by Share Ltd brand center, said.

In addition, the relevant industry pointed out that one of the important reasons for micro-blog's popularity is that bloggers and users can interact in a timely manner. Therefore, micro-blog should pay more attention to users and actively participate in the discussion, which is ignored by many enterprises.

"If the company simply registered micro-blog, unilaterally updated content, and rarely interact with users, then micro-blog's browsing volume would definitely not go up.

Enterprises should set up special backstage management personnel, timely reply to users' messages, answer questions from readers, analyze and solve problems, and thus form greater network influence.

Xu Linfang analysis