How Clothing Brand Enterprises Perceive New Media

According to Internet data survey: China Network in 2011

The market space is 46 billion 100 million yuan.

In 2012, China's network new media advertising revenue will reach 84 billion 900 million yuan, will exceed the print media advertising revenue, 2012-2014 years, China's Internet advertising revenue will increase significantly, to 2014 can reach 110 billion yuan.

The trend is global socialization. In 2012, global social network advertisers will spend $7 billion 720 million, including advertising on social networking sites, social games and advertising in applications.

Data show that in 2011, Facebook revenues amounted to US $3 billion 710 million and net profit amounted to US $1 billion, of which 80% of revenue came from advertising.

In the face of such a strong trend of development of new media,

How do brand enterprises look at it? Reporters interviewed separately.

(China) Co., Ltd., Zhejiang Ya Ying Clothing Co., Ltd. and Shenzhen year Fu Clothing Co., Ltd., from their views and practices, we have been a lot of inspiration.

Walking on two legs of traditional and new media

New media is a new way of media dissemination based on Internet technology or mobile multimedia technology. Traditional media include print media and radio and television media.

The biggest advantage of new media lies in the advanced communication tools. But for the time being, the content of new media has not yet surpassed the traditional media, because the new media lacks the team to produce these contents.

But the new media has the advantage of new media, first of all, the ability to integrate; secondly, the interaction between new media is very strong, and the visibility of the communication effect is obvious. The click flow rate is clear at a glance, and what hits the click rate is known; third, it is low cost.

It is based on the correct recognition of traditional media and new media.

Enterprises adopt a two pronged approach when choosing marketing methods.

Tian Qiming, chairman of the company, said in an interview: "new media marketing and traditional media marketing have their own characteristics and purpose.

For AI Deng Bao, no one is more suitable, according to the different purposes of communication and marketing, combined with the cultural characteristics of corporate brand, choose the right combination of matching is the most appropriate.

He also stressed that traditional media marketing is less interactive and more focused on spreading corporate culture and advocating brand core from the perspective of enterprises. It is more like an internal and external process.

In recent years, the rise of new media marketing has enriched the possibility of interaction between consumers and enterprises in the process of communication and marketing.

The traditional interaction may not be enough, but it can ensure the consistency of the enterprise's voice. The scale of the existing media also ensures the arrival rate of information, which of course will increase the cost of publicity and marketing.

New media marketing is relatively cheap, but interactive, viral pmission and other characteristics also test the speed of internal planners and the ability to predict the situation.

The role of traditional media marketing and new media marketing for enterprises and brand marketing is not the worst, but complementary.

According to the purpose of marketing, choose different ways, mix and match well, both new and traditional, will be used for brand.

The media leader of Shenzhen year Fu Clothing Co., Ltd., also said that she would combine the advantages of traditional media and new media and walk on two legs. She said: "in traditional media, she used newspapers, magazines, radio and television, outdoor advertisements, and so on to promote the rich and varied.

As far as our marketing experience is concerned, the traditional information dissemination media have certain authority and representative credibility for the audience, so that the audience has a higher degree of acceptance and trust in the content they publish, so it is easy to establish a good brand impression quickly.

But the spread of this way, time and channel for business and media in advance set, can not be freely chosen by the audience, poor interaction, and a certain timeliness, information retention time is relatively short, the arrival rate is subject to certain restrictions and loss.

With the change of media technology and reception habits of the audience, new media marketing is also being tried.

For example, gradually try mother child parent-child vertical website, forum community, micro-blog and other new media marketing.

"The characteristics of new media information release include short update cycle, high frequency, fast diffusion, fragmentation of information content, and so on. Unlike newspapers and magazines, it is accurate, rigorous and logical, but with strong interaction and high accuracy, it can directly affect the audience of the target audience that we want to influence, and the audience can selectively receive information according to their own preferences and needs."

The media chief said.

She also said that in the dissemination of new media information, the identity of merchants and media is more recessive. They tend to spread information with the audience in a more close and equal way. The content of the information also adopts the form of multimedia showing pictures and texts, and audio-visual appearance, so that the audience's acceptance of information is higher and interaction is greatly enhanced.

In addition, the two level spread phenomenon of Internet information is more common. For businessmen, making full use of the role of opinion leaders to conduct word of mouth communication of brand image is a multiplier effort, vividly conveys brand appeal, and avoids blunt and causing audience resentment.

In the interview, Sun Bangqin, the new media promotion manager of Zhejiang Ya Ying Garment Co., Ltd. also said: "the advantage of traditional media is that its channels and people are stable and occupy the mainstream information resources. Compared with new media, traditional media is still the source of content output, and high-quality content is the main advantage of traditional media.

The advantage of new media is that ordinary users can participate in it. Everyone can form the media. The most important advantage is the high participation of users.

In brand marketing, traditional media and new media can complement each other.

The fact is, in today's media environment, both must be used to make good brand communication.

Traditional enterprises try new media

With the increasing frequency and wide use of new media, new media has gradually grown into a platform of information, opinion and public opinion while meeting the needs of basic user information acquisition.

The new media presents some characteristics which are quite different from traditional media: the anonymity of the main body and the universality of the channels of participation, the real-time nature of the communication space, the spontaneity and uncertainty of the generation of the topic, the plurality of values and the criticism of the value orientation, the anomie of opinion expression and the polarization of group behavior.

All these characteristics have a profound and extensive influence on the brand marketing process.

The application of new media marketing will undoubtedly face a great challenge to traditional clothing brands.

But as a trend of development, new media can not ignore traditional clothing brands.

The media leader of Shenzhen year Fu Garment Co., Ltd. believes that at present, new media has become a means for all brands to compete. This is not only an inevitable trend in the development stage of media technology, but also a necessary demand for the development of consumer media contact habits.

New media is not only used for promotional sales and offline activities, but also for direct drainage of e-commerce shops, providing a platform for interaction among customers, members and brands, and will also become an important media for the increasingly important extension of brand culture.

For brand enterprises, to understand the current trend of media development and change of consumers' media habits, and to develop new media marketing methods suitable for their own enterprises according to their brand characteristics, financial strength and promotion style, will be an eternal learning topic and challenge for brand marketing in the future.

Shenzhen year Fu Garments Co., Ltd. based on the product category and target customer composition of brand's children's clothes, adopted the vertical media of mother infant and parent child in the new media marketing. In 2012, it carried out extensive cooperation with a number of vertical parent parent websites which were ranked in the front of the country. Combined with the geographical and audience characteristics of various media, the children's clothing safety, clothing collocation and other knowledge dissemination, product experience and the oral communication of use experience, online interactive games and other forms were tried, attracting a lot of accurate target group's attention, greatly enhancing the fame and reputation of her in the mother group.

Tian Qiming, chairman of the company, also introduced the new media marketing experience of AI Deng Bao during the Olympic Games.

He said: "the British brand is the brand trait that Elton has insisted for a long time. In 2012, there were not only the Queen's celebration and the London Olympics, but also became the focus of attention in many fields such as fashion, media and so on.

At such an opportunity, AI Deng Bao actively launched various new media marketing attempts.

For example, during the 20 months of July 30, 2012 -8, we launched the award-winning event on Sina micro-blog on the theme of "wonderful Olympics, wonderful love castle" and the photo interactive activities entitled "EDENBO my British Fashion home". These activities have achieved good results, and at the same time, through the way of presenting prizes, consumers will further experience our British style.

Tian Qiming also said that AI Deng Bao has been experimenting in other fields, such as the annual fashion week of China and the important events of the enterprise. It will try to spread through the Internet media and social media. The field of electronic business is also very much concerned by Elton. Through the communication of new media and the electricity supplier, consumers will be able to experience the products and services of Elton Fort more conveniently.

It can be said that in the new media field, AI Dun Bao still dare to be the first.

In the clothing industry of China, EP Ya Ying is a new media for testing water.

Since 2009, EP has tried micro-blog, and has been interacting with fans through micro-blog.

At present, EP Ying Ying Tencent micro-blog has gathered 130 thousand fans. Sina micro-blog also has more than 30 thousand fans. Through micro-blog's platform, EP attracts and gather many 30-35 year old urban women to chat with them, chat about fashion and chat gracefully.

In July 2011, EP Ya Ying IPHONE APP on-line, with the advantages of IPHONE mobile phone fashion, focusing on user experience, through the theme activities, to achieve O2O marketing mode.

In September this year, the "down and shake" activity was downloaded from EP IPHONE APP, which can shake out cash bills ranging from 100 yuan to 500 yuan. The purchase of EP Ya Ying down suit can be directly used by the parents. At the same time, micro-blog and terminal POP are used to promote this activity, and users can share the activity information with micro-blog, and micro-blog can also get micro-blog's activity gifts.

Through this interactive promotion, we should expand awareness of activities and enhance participation in activities.

Sun Bangqin, new media promotion manager of Zhejiang Ya Ying Garment Co. Ltd., said that in August this year, EP Ya Ying's first fashion VIDEO "what is real luxury" was released. This is the VIDEO launched by EP together with Ogilvy fashion. It is also the first time that EP Ya Ying has tried to explain the brand value concept of "balance, love, happiness" in the form of VIDEO.

The VIDEO takes the form of official website, with the help of two dimensional code, micro-blog interaction, and other forms of offline advertising, online official website, micro-blog, YOKA thematic page, IPHONE APP and other forms of media to link up the flow of multiple information flows under the online and offline network, and pmit it directly to the target user group through the network precision pmission.

For the future of new media, Tian Qiming thinks, "the emergence of new media has changed the understanding and thinking habits of communication and marketing personnel to a certain extent, so that we can create more social activities such as communication, marketing and so on, which are compatible with new media.

In recent years, we have seen many fashion brands' attempts in new media: Louis Weedon combined with micro-blog's live show; Adidas is mainly based on mobile phone application software, combined with the unique new listing scheme under the online and offline.

He said that the greater significance of a media to consumers and brands is whether it promotes the more effective and effective two-way communication between the two.

New media for enterprises is a powerful tool to eliminate communication barriers between the two, and is a better voice for corporate culture and brand culture.

He believes that as long as the "consumer oriented, corporate culture and brand culture" is the keynote, new media can break through and the future will be limitless.