A Close Look At Lining'S Internet Marketing

In May 31, 2008, the third China advertising trend forum was held in Lake View Hotel hotel.

For the first time, the forum put forward the concept of fourth kinds of advertising companies, including the comprehensive agency advertising agency, the media buying company and the advertising communication group. In the process of development, the forum adapted to the needs of the new communication environment, and constantly adjusted and innovating the new concept and service mode of the new media marketing communication, and became a creative communication management company based on the combination of human intelligence and digital technology.

The following is a wonderful speech by Yang Gang, a manager of Lining brand marketing department, about the traditional dissemination of advertisers' fees.

In May 31, 2008, the third China advertising trend forum was held in Lake View Hotel hotel.

For the first time, the forum put forward the concept of fourth kinds of advertising companies, including the comprehensive agency advertising agency, the media buying company and the advertising communication group. In the process of development, the forum adapted to the needs of the new communication environment, and constantly adjusted and innovating the new concept and service mode of the new media marketing communication, and became a creative communication management company based on the combination of human intelligence and digital technology.

The following is a wonderful speech by Yang Gang, a manager of Lining brand marketing department, about the traditional dissemination of advertisers' fees.

Yang Gang: distinguished guests, all the experts in interactive marketing are good morning!

So it's a great pleasure and a great honor to be able to stand here and discuss with you on behalf of Lining. We share some of the things we're doing in this area of non-traditional marketing.

Also hope that we can use this platform to let everyone know more about our brand, and at the same time, when we interact with each other, we can learn from each other and learn together.

After all, we call it non traditional and non mainstream.

Therefore, there should be a lot of common language and common discussion space in this field.

Then I will simply do the advertisement.

Let's introduce Lining. We all know that our company like Lining, China, and even a company founded by the world's greatest athletes built such a brand.

So far, we have gone through 18 years of history, 18 years for a Chinese enterprise, there is a history.

Standing on the stage of the world, we are still very young.

Under such a background of the 2008 Beijing Olympic Games, all the international brands, especially the international sports brands, have entered China.

When we compared with them, we found that in fact, we still have many shortcomings in terms of strength and experience.

Therefore, this background also encourages us to challenge our abilities and challenge our marketing experience.

In the past 18 years, Lining has actually developed very fast.

Especially in the past five years, the total volume of business has been developing at a speed of more than 35% per year.

In the process, in fact, we constantly challenge ourselves.

Looking at it continuously, we should go up a step further, how should we do and how to grasp it.

In fact, in the past more than 10 years, especially in the past three or four years, why can Lining continue to develop at such a high growth rate?

The key is that we are very concerned about a trend in the market.

Keep track of our customers.

In fact, this brand, our company, invests a lot of energy and resources into consumer surveys every year.

When it comes to consumer surveys, there is a study related to our topic today, which we do every year.

We have been doing this for 08 years from 03 years, 04 years and 05 years.

In the past two years, we have made the large quantitative research of this survey, we have adjusted it to the original once a year and become two times a year.

Here is a data that we can share with you. Now every six months, we have done a custom map of consumers' media habits in China's sporting goods market. Here is a topic related to today's topic, that is, their habits in the media. I believe everyone here knows something about this, but many of them are qualitative research.

But in fact, we found that over the past 3-4 years, the whole Chinese sporting goods market has changed a lot from the media habits.

Then, with the three different forms of media that are most relevant to us, such as TV, Internet and print media, we can see that Internet is showing an upward trend.

Especially in the period of 04-06, the speed of the rise is very fast. Of course, this is closely related to the population figures of our whole country, and the media environment in recent years, as well as the new forms of media emerging on the Internet are related. At the same time, the role of some traditional media in the daily life of consumers is also decreasing.

But objectively speaking, these three kinds of media are still the most important media way for Chinese young consumers to get information and spend time to communicate.

Under such circumstances, we constantly adjust our input. We can see from a qualitative point of view, from 04-08, the overall budget distribution of the media, on television, we have a certain reduction.

We put all of the reduction in our network.

A large number of budgets are put here to help us build up an interactive pipeline such as Internet marketing and consumers.

So through such things, let us in the sports goods market industry, we in non-traditional marketing, we are in the front.

At least we can be very proud to say that we are second to none in all domestic brands.

So in our network marketing, there are several main tasks, the most basic advertising, then another important point in our industry is the construction of community and the marketing of forum.

As we all know, the sporting goods industry is actually quite different from the traditional industry.

If we simply say that the industry is divided into fast moving consumer goods, or luxury consumer goods, sports consumer goods are between fast moving consumer goods and luxury consumer goods. It has both the appeal of functional demand for fast moving consumer goods. At the same time, it also absorbs a combination of two industries, such as the emotional appeal marketing method in luxury industry. When we do traditional marketing, we should introduce our functions in one aspect, but for most young consumers, the introduction function is far from enough. We must take the two brands as the main brand and advocate the emotional interaction with them. It is also the key to establish a community in this industry.

This is what we are groping for, and also some of the international brands that are in the forefront of interactive marketing. They are already implementing it, and have already achieved such an experience well.

So a typical example, we can look at the sina sports channel, there is a plate called "I am crazy for whom."

I don't know how many people have studied sports shoes, but anyone who studies has known this plate because there are a group of people in this industry that we call "opinion leaders". This group of people we call their leaders "leaders" is to study shoes, to collect shoes, and even to take shoes as part of their love and even part of life. Their words and deeds lead the ordinary consumers in this industry to purchase their tendency. It is very important to organize these people together and build a community.

But unfortunately, this plate was built by Nike first.

What is interesting is that we have gradually established a cooperative relationship with this plate, and from year to year, we have more and more cooperation with this plate.

Moreover, under such a large cultural background that encourages domestic brands and encourages independent brands to constantly innovate, we are getting more and more attention in this sector.

More of these opinion leaders who were originally concerned only with foreign brands, so we have made significant breakthroughs in the area of community building.

So how much do you know about forum marketing? In fact, in China, and even in China's sporting goods industry, Lining is also the first to use the forum marketing to brand building and product dissemination.

First of all, let's try this aspect.

So here we mainly use some related forums to organize and promote the dissemination of our brand culture and the dissemination of our product characteristics through organizing and pushing hands and other related fields.

Next, I want to share with you an example, which is a case in which we use a more advanced network marketing tool like video.

So this case is in 2007, we have a football shoe product, a very good football shoe product.

In three or five years, China's football shoes market is showing a shrinking situation. Of course, the reasons are well known. But as an organization such as sporting goods, a company like ours also recommends our professional football products regularly to the market. Under such a big background, it is impossible to impress consumers by simply discussing the function of products with consumers.

And under such a big background, the budget we can get on football is relatively small.

So under all kinds of adverse circumstances, we have to think about how we can introduce our products to consumers through a number of innovative techniques, so as to let more people know about my products and my brand.

Can we make use of the platform of the network, using a virus like, consumer participation, spontaneous way, can build our product's popularity, and let more people understand our topic.

And more people, through the establishment of such an interesting topic, will be dragged to their official website to learn about our products.

Under such a big background, we have planned a case.

So here we are mainly divided into several stages. In the first stage, we generate a topic, which is put on the Internet through a rather short and incomprehensible short video, so that many online users can generate curiosity and let them pay attention to our next marketing activities, that is, focus on our second videos. Here we mainly rely on several techniques. First, we have used some portals and video websites, and some are forum communities.

By using some business cooperation with these organizations, we can publish our information and use some of our forum's marketing to release these information and paste these short videos.

Because it's very short, it's easy to download, and it's very easy to play.

At the same time, we also send e-mail to our friends through the use of one thousand employees of our company, and use our partners to establish partners through business cooperation, and distribute them to their users in the form of EDM through their database.

At the same time, we used some other forms of advertising to spread our stuff.

The final result is actually very good. We only spent about a little more than 30 yuan, and finally reached a nearly five million browsing volume.

And this five million of the views are independent IP addresses, so in general, this case is very successful.

Next, I'll show you this video.

Also understand how domestic brands do our marketing.

Simply speaking, at the scene of our activity, a man took DVD to candid camera, and then a staff member stopped it. Such a simple video caused a curiosity of netizens. In fact, there was a word here. We saw no word, a foot word, and a dismantling of things. This word was created by us. This scene and the word match are related to our products. We want to give consumers a brand idea that breaks the rules.

The second video is recorded on a small scale after the first video is issued.

So, as a whole, after watching two videos, I think you first know that we pass this marketing fragment, we pass on to young consumers, what we want to say is a claim to break the rules.

Second through this idea, I believe that if everyone is not pported