New Marketing Mode Of Clothing Enterprises: Micro-Blog Marketing

First look at several data: Sina

User -- 324 million; Tencent micro-blog user -- 425 million.

Of the nearly 700 million Internet users in China, about 500 million are micro-blog users, of whom more than 100 million are active users, and the number is growing.

What does micro-blog user of such a huge scale mean for clothing enterprises?

Where the consumers appear, the clothing marketing and communication activities of clothing enterprises should appear.

Undoubtedly, micro-blog is changing or even subverting the traditional fashion marketing mode.

Next, I will analyze the great impact of micro-blog on garment marketing.

Micro-blog -- the subversive of traditional advertising

Before the advent of micro-blog, high quality media resources were basically monopolized by TV stations, radio stations, newspapers, magazines, portals and so on. The major clothing marketing activities of garment enterprises can only be spread by means of these media platforms.

However, the emergence of micro-blog with natural media has shown a great impact on traditional media.

Micro-blog, with its on-the-spot broadcast, text + picture + Video + audio, makes it more timely and rapid, which has become the first place for many netizens (now the concept of netizens is basically equal to citizens and consumers) to obtain information.

Moreover, once the micro-blog information released by garment enterprises is very valuable, it is likely to be automatically broadcast by many fans, just like the proliferation and spread of nuclear fission.

Birds of a feather flock together.

Fans of fans are likely to be potential fans or consumers of garment enterprises.

So, in clothing enterprises

Every fan can become a small radio station, pmitting information from clothing enterprises until the final attenuation.

Under the traditional mode, the old customers help pull new customers. Although some incentive measures are given, it is not easy to operate in practice, but a forwarding of micro-blog may realize this long cherished wish.

Micro-blog's viral pmission is far from traditional.

Micro-blog -- the practitioner of precise interactive clothing marketing

In the era of mass media with traditional television, broadcasting and paper media as the king, the accuracy of advertising clothing marketing activities is basically impossible.

In the era of Web1.0, although the advertising effect can be judged by click rate, the accuracy is not high and the interaction is poor.

The ultimate goal of all clothing marketing actions of garment enterprises is not only the following five items: increasing new customers, retaining old customers, increasing the purchase rate of old customers, upgrading the purchase grades of old customers, and realizing cross selling.

For the vast majority of large and medium-sized clothing enterprises, or not the newly established clothing enterprises, it is not the most important to add new customers. How to achieve the other four goals is the top priority.

Notice that the cost of acquiring a new customer is 6 times that of retaining an old customer. 20% of the loyal customers of garment enterprises create 80% profits, while 20% of the lowest value users spend 80% of the clothing marketing cost.

If micro-blog is effectively associated with CRM and ERM systems of garment enterprises, it is easier to identify, lock and analyze the types of customers, so that garment enterprises can adopt precise marketing methods.

This will undoubtedly completely subvert the traditional way of clothing marketing.

There are also a group of micro-blog generation operators that are satisfied by means of large numbers, jokes, scripts, and even edge ball.

Ignorance of the strong demand for fans.

I can not help asking: what does micro-blog, a clothing company, do? It is for consumers and for brands. It is never a chicken soup and a humorous joke collection (about micro-blog's operation, I will write separately).