Clothing Enterprises Transform Into New Media

Apart from impressing consumers, corporate communication is paying more and more attention to "consumer expression".

What is the purpose of communication? "The sole purpose of communication is to sell more products to more people at higher prices." Coca-Cola global chief marketing officer's words hit the nail on the head.

In fact, whether advertising, event marketing, image promotion or investment promotion, its ultimate goal is to sell more products to more people at a higher price.

"If manufacturers can use advertising to create the most favorable image for their brand and create the clearest personality, they will gain the largest share of the market and produce the highest profit." David ogogway, a master figure recognized by the world's advertising industry in the twentieth Century, thinks that excellent brands should impress consumers, such as Pepsi's youth, vitality and self-confidence, the masculinity, rugged, mature and heroic of Marlboro.

Over a long period of time, all information flows from one direction to another. When the enterprise formulating marketing plan and budget, the main consideration is: how many people will see, hear or read our advertisement?

However, the communication effect of this model seems to be more and more limited in the era of information explosion. Nowadays, information dissemination is multidirectional, and the number of consumer contacts has increased exponentially. The traditional practice of universality has begun to give way to precise marketing and one to one communication. Perhaps the most important change followed is that consumers can create brand related content and share them through the Internet and other channels.

As a result, in addition to giving consumers a "deep impression", corporate communication is beginning to pay more and more attention to "consumer expression". This expression focuses more on the interaction between consumers' individuals or groups and corporate brands, such as comments, a "concern", uploading photos or videos, forwarding relevant content to their own communities, etc.

80, after 90, the consumer group is a good expression generation. The emergence of socialized and interactive media has triggered a wave of expression among them. Enterprises should understand the use of entertainment, sports, music, pop culture and other "mobile content" which touches consumer sentiment to stimulate consumers' enthusiasm for discussion and achieve the effect of brand communication.

"Mobile content" refers to attractive, authentic and cultural related creative content that can be disseminated quickly in any media channel. It often has a story of emotional appeal, which can spread quickly, and is related to brand strategy and business objectives.

"Who dares to spell all dignity, who dares to come to the top of the summit, even if there will be nothing to gain; who dares to go in, who dares to fall, great dare." This is the message released by Nike official micro-blog JustDoIt after the 110 meter hurdles competition in London in August 7th. It was forwarded by the netizens spontaneously for nearly 130 thousand times within 24 hours and received more than 26000 comments.

Nike, a sportswear giant, successfully created the "mobile content" associated with its products through hot sports events, which greatly mobilized the expression of consumers' wishes.

In fact, this is not the first official launch of Nike official micro-blog. After the August 6th Ring race, Nike issued "no absolute fairness, but absolutely great" micro-blog, which was forwarded 20 thousand times in 25 minutes, and the "great world" after the men's 1500 meter freestyle race, and the "great on both sides of the stadium" after the men's singles final.

Through the "mobile content" of these hot news events, Nike interpreted its "brand attitude", which resonated many times, and successfully made many consumers become their "JustDoIt" brand culture disseminators.

In 2011, Nike's total marketing budget reached the highest level of $2 billion 400 million in history, but it dropped by 40% on traditional channel advertising costs. This shows that Nike has not limited to one-way advertising through advertising channels, but rather through new media and consumers more contacts and deep interaction.

The emergence of new social media is a trend of Internet development in recent years. Whether foreign Facebook and Twitter, or Renren or micro-blog in China, have greatly changed people's lives and brought us into a social networking era.

In fact, with the development of new social media such as micro-blog, many media forms are fission and subdivision. The channels of communication in different fields are no longer clear-cut. Consumers will have the freedom to choose and accept the pleasure of effective information. They decide to choose what they want to see, and freely upload their content to become the disseminator of their favorite brands. Through expanding interpersonal relationships, the communication effect can experience many "nuclear fission".

Taobao's "Tao Jiang Hu" is a good place for buyers to exchange and discuss the baby sold on Taobao. Consumers can objectively evaluate their baby according to their use of the baby. Users can keep abreast of their latest status and dynamic information and get more reliable shopping experience and suggestions.

Consumers often believe in the recommendation of their peers. 60% social media users will comment on products and services, which are important considerations for consumers to choose products.

At the same time, the evolution of lifestyle and the evolution of consumer groups require us to precisely lock target groups in the consumer market that is increasingly fragmented, and to find homogeneous consumers in fragmented information environment, and to achieve the interpretation and dissemination of the concept of brand through a perfect way.

The mobile TV new media, which is supported by means of transportation, has the advantages of digitalization, forced viewing, mass audience and good advertisement dissemination effect. It can well satisfy the needs of the vast number of enterprises and advertisers, and once become precise. Marketing The representative.

Through bus advertising, enterprises can not only convey the advertising information to all kinds of customers in the car, but also use the traditional advertisement signs outside the body to tell the information to more people. Because of the diversity of form and size, buses can travel through cities, such as shopping centers, universities, business districts, entertainment centers, supermarkets, theatres, auditorium and other places. Its routes almost include the entire urban area and spread widely. However, its disadvantages such as high marketing cost, less dissemination content and relatively limited effect also follow.

As the trend of precision communication becomes more and more obvious, the marketing cost of the Internet marketing is also low. It can track and study user preferences, which is the advantage of Internet compared to traditional media marketing, and is also the foundation of precision marketing.

In the network, the Internet behavior, browsing habits and registered personal information of each IP can be obtained and excavated through technical means. Through the long-term accumulation and in-depth analysis of the above contents, advertisers will have the opportunity to deeply understand users' behaviors and preferences, and select the most suitable advertising information according to each user's behavior characteristics, regions, interests and hobbies. In addition, a wide variety of websites are also dividing network users into more refined niche groups from all levels, thus making Internet marketing more elaborate. However, when consumers ignore advertisements that pop up, they are angry about the placement of advertisements before video shows. Business owners are beginning to falter in the face of the traditional network precision marketing model.

Obviously, these precise marketing channels are too rigid.

With the rapid development of network technology and the growing maturity of new consumer groups such as 80 and 90, the marketing means of communication cannot be kept in order. Enterprises need to know who their target customers are, what they are thinking, what they want and what they want, and develop differentiated marketing communication means to impress the customers. At the same time, through subtle user perception of psychology, we can firmly grasp customer loyalty and form word-of-mouth to promote new user recommendation.

In fact, the characteristics of big data such as socialized new media and APP have been well reflected. By analyzing large amounts of data on social platforms, or conducting market research, enterprises can effectively tap user needs, facilitate enterprises to make precise marketing, and provide better market basis for product design and development. For example, if there is a large number of users on social networking sites looking for information about "Sen girl", clothing enterprises can increase "Sen girl". Style dress Product design and development.

In addition, the creative ability of enterprises is limited, but enterprises can use appropriate content to stimulate consumers' creative needs for their products, and improve products and services.

After launching the online website of UNIQLO global street, UNIQLOOKS launched the APP with the same name. When consumers do not know how to match their clothes, they will use this APP to see what others do, and when they feel satisfied, they will show up for the first time, so as to attract more people to feel the beauty of UNIQLO's dress.

At the same time, the voice of consumers is right. Uniqlo Companies continue to improve and improve their products and services, play an indispensable role.