Home Textile Industry: Carry Out Micro Marketing In The End

First half year

The overall situation is weak, and home textile enterprises have shifted their focus to the second half.

In a slightly weaker market situation, how the enterprise suddenly rises, and "micro marketing" has become a test for many home textile enterprises.

From Luo Lai home textile 20th anniversary launched "attention to Luo Lai home textile official micro-blog focus real estate network, participate in the" Luo Luo Lai star fan club "activities, that is, have the opportunity to win the scene, intimate contact with Michele Lee fans interaction activities, to the dream of home textiles first micro film way to promote 2012 autumn winter wedding series products, the home textile giant action will lead the whole industry's new trend.

Micro-blog: award forwarding, popularity, VS attention is hard to distinguish between reality and reality.

During the 2012 London Olympic Games, the focus was on home decoration, and the micro-blog marketing campaign of Bao unadorned home textile launched "Bao Mo home textiles, thousands of people to help medals, win medals and win medals", and won the support and attention of consumers.

Xin and Le home textile launched in 2012 on the 7th night of the super luxurious Royal forbidden wedding ceremony, Xin and Le Forbidden City Dragon and Phoenix ceremony, the forwarding rate in micro-blog has reached 10693 times.

Unlike the "passive" concerns of blogs, micro-blog's attention is more "active", as long as we pay attention to "attention", that is, you are willing to accept a user's immediate update information.

From this point of view, micro-blog marketing is very valuable for brand communication.

Micro-blog marketing takes micro-blog as the marketing platform, and every fan is a potential marketing object. Every enterprise can update their micro-blog to disseminate enterprise information and establish a good corporate image and product image.

But micro-blog is not an all-purpose deer tripod record. The reporter has discovered a rare thing. The award forwarding activity launched by micro-blog on one enterprise has won 20 netizens, and no one has returned the winning information in private letters within 3 days, which has led to the cancellation of the winning qualification.

Although micro-blog fans of many enterprises are multi focus real estate networks, there are few feedback on the information released, most of which are supported by the support of the internal staff.

Enterprise micro-blog needs to maintain and update information and interact with fans at any time. Although some enterprises establish micro-blog but lack of personnel maintenance, such behavior is not conducive to gathering micro-blog popularity.

Strengthening brand publicity is good goodfeel, but 20 netizens are absent from the collective award. They also let reporters think of whether there are consumers who have not received micro-blog prize winning gifts, and how many netizens stand out to safeguard their rights under such circumstances.

How to supervise the implementation of micro-blog's activities and how to safeguard the rights and interests of users are the inevitable consequences of micro-blog's double-edged sword.

Is the product of the development of the times, micro-blog marketing is good, late maintenance is very important.

How to use micro-blog's new communication structure is a gradual process.

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Microfilm: Innovation of new media content business mode

Recently, the new form of video content has gradually become a new force with microfilm, network drama and new media variety shows, and has formed a huge audience group among netizens.

According to the latest statistics of CNNIC, the number of Chinese netizens has exceeded 500 million. The number of users watching videos online is 80%, and the number of users is over 400 million.

Beginning in 2010, 17173, micro films gradually emerged. Its most influential microfilm included chopsticks brother's "old boy", guava production "puberty", music produced by the women's Gang, and so on, all have a large number of fans.

After more than two years of development, the seemingly unclear new media content business model began to emerge in 2012.

Although the quality of microfilm has uneven focus on home decoration, the emergence of network homemade plays and homemade videos is a way to give people a sense of breeze.

By providing materials, scenes, sponsorship and other means of cooperation for the film, it is nothing new in the home textile industry. More and more home textile enterprises focus on cross industry cooperation in marketing Lu Ding Ji, promoting brand by the occasion.

To highlight brand culture.

On the occasion of the launch of the Valentine's Day movie LOVE, the mercury home textile launched a marketing campaign of "love" as a partner. Through the poster promotion, micro-blog activities and the commemorative version of the mercury products, it launched a strong publicity for the brand and gained a high degree of industry attention.

The Silk Road cooperation with the upcoming Chinese 3D movie Fuchun Mountain Residence map not only provides the fashionable and luxurious silk home textiles used in the film, but also creates the landscape of the brand silk shop of Huan Sha silk.

Meng Jie home textile has opened a new era for home textile enterprises to enter micro film marketing.

According to Meng Jie, director of the home textile microfilm, rozie manager said the eight dragons. Meng Jie's home textiles shooting micro film is targeted and purposeful. No matter from movie director, actor or script, scene, it is closely focused on the theme of "true love" in Meng Jie's autumn winter wedding ceremony, and deduce a constant love.

Such an artistic conception can only be experienced by those who are enthusiastic about entering the wedding hall.

In addition, Meng Jie home textile has also launched various kinds of true love activities, including micro-blog interaction, exclusive posters, sharing courtesy, and other young people's favorite activities.

A new way of marketing promotion will bring a positive market effect. But how to satisfy and lead consumers, continue to exert force, and exert the effect of marketing communication to geometric multiplier, it is also necessary for enterprises to explore in practice.

Facts have proved that today's "micro marketing" is no small, replaced by a new concept of heavy impact.