"Micro Film" Has Become A New Marketing Mode Of Fujian Style Clothing

An old boy.

An intermediate car, Chevrolet Cruz, has been roasted. The popular movie starring Daniel Wu, the instant movie, is the best example of Cadillac's "attention style" and high quality performance.

At this point, the micro film has become familiar with the public, and some brand clothing enterprises have begun to test the "micro film" marketing.

This is a fast-paced era. Everyone's time and patience are limited.

So micro-blog, microfilm and microfilm are more and more popular among young people.

In view of this, more and more clothing enterprises have locked the marketing tools into micro films.

In July 12th, Lin Zhenzhao, who was directed by the ten leading directors of China, directed the series of "don't mess with ugly girls" in Fuzhou. The actresses were all dressed in Jinyuan women's wear from stone lions.

Micro film burning

"Don't mess with ugly girls" is an inspirational comedy micro film in the workplace. With the background of fashionable city, it integrates various styles such as workplace, fashion, joy, inspirational, emotional and so on.

The film promotes the development of story with humorous plot. It describes the inspiring growth story of a ugly woman who is being pushed out of the workplace at the last stage.

This is the first microfilm sponsored by Fujian Jinyuan Garments Co., Ltd., and is also one of the marketing companies of Fujian film and clothing enterprises to test the "micro film".

In January this year, PEAK's Micro film "run the postman of death" is a classic case of brand marketing using microfilm.

This film is rated by the netizens as a "mini star movie fun + today's most popular crosses + time reversal + death" and so on, so that when the audience smiles, they also remember PEAK's running shoes. According to incomplete statistics, the video on the Internet has exceeded 8 million times.

PEAK, who had tasted the sweetness, launched second micro films in February, the three point twist cup dunk, and the harvest was quite good. Only on Youku Internet, it was broadcast 160 thousand times in 2 days.

At the end of 2, a micro movie "dream on the ridge" was adapted from the "China's Got Talent champion" Zhuo Jun.

The investor of this microfilm is also a clothing and apparel company -- Jinji Sports Products Co., Ltd.

This micro film based on grass roots, youth, inspiring, dreams and so on is a inspirational story presented by the rooster costumes for those who have dreams. The brand concept of "dream for life" and "dream has the future" is passed to the audience through real stories and visual plots.

In March 24th, the lion dance investment micro film "I will always love you" started the ceremony.

Another clothing enterprise has opened the prelude to the road of micro film marketing.

It is reported that lion brand is the first outdoor brand to adopt micro film marketing.

Why do micro films make enterprises optimistic?

Since the beginning of this year, PEAK sports "dunk three points twist Cup", Jinji sports "dream on the ridge", "the hope tree" and other micro films have been launched on the line. Minnan shoes and clothing enterprises, which have always dared to try various marketing methods, have begun to aim at this hot marketing method, and have been attacking and grabbing the eyeballs.

Microfilm is an artistic expression of a story, so that the audience can understand and understand the message conveyed from it. This is a more profound and comprehensive exposition.

For a brand, it is better to convey its deep brand connotation through a micro film than just a product advertisement, which is exactly what the brand wants consumers to understand and accept.

"We want to try to make use of the convenient and fast form of microfilm, through the artistic expression of stories, to explain the meaning of the brand spirit in a more profound and comprehensive way.

Although the current micro film marketing is not very mature and stable, but as a "fast fashion" brand, we should try more such a new, fashionable way to meet the needs of consumers.

He said.

With the growth of TV advertising fees directly brought about by "cutback on TV entertainment" and "TV commercials ban", as well as the convenient, efficient and low cost of network communication, it is the trend of the times that the micro film marketing, which relies mainly on micro-blog and video sites, is spreading.

In addition to the relatively low cost of putting in, the advantage of microfilm in the length of time is more conducive to brand telling consumers, so as to better convey their brands or products, which is not only simple.

Micro film marketing should be different from enterprise to company.

The marketing way of an enterprise has changed from a LOGO propaganda to a slogan, and from a slogan slogan to a microfilm, integrating the concept and culture of the brand into expressing the connotation of the enterprise brand is a marketing concept.

Microfilm for

It is a good form of expression.

If pure advertising is "hard propaganda", then the form of micro film is "soft propaganda", which is easier to be accepted by consumers.

Insiders pointed out that although the cost of advertising input for micro films is lower than that of traditional advertising, it is not negligible that the promotion cost of micro films in broadcasting channels should not be underestimated.

Therefore, there are certain restrictions on the threshold of brand intervention.

First is the sales performance or the relatively high sales brand, can have a certain amount of financial strength; second, the target consumer group has to be more extensive. If it is a small group, there will be some gains and losses. Third, the clothing style should be more suitable for young people, the style is not unique, the price is not very high, the emphasis is on leisure and popularization, and too much style will be limited.

In addition, whether the content of the micro film produced by the enterprise is consistent with the brand grade and the concept is also very important.

Many enterprises in China tend to go all the way and see others doing microfilm marketing. They also rush to the stage without considering whether their brand's development stage and strength have or not.

Therefore, enterprises should not shoot for shooting. The influence and penetration of the network are too strong. If the micro film is criticized or not accepted by the audience, the negative effects will spread faster and wider than the impact of traditional advertisements.