How To Use New Media In Traditional Clothing Enterprises

< p > it is reported that micro-blog and WeChat have been trying more and more outdoor brands by means of < a href= "http://news.sjfzxm.com/news/hangye/20130618/346730.html" > micro marketing < /a >.

How should an enterprise intervene in WeChat marketing? How can we get closer to our consumer groups by means of new media communication? < /p >

< p > guest card "/p".

< p > Fujian Province, I answered Mdt InfoTech Ltd CEO Wu Shuxian < /p >.

< p > brand manager, Liu Jianwei, "/p".

< p > sail planning Co., Ltd., planning manager, "/p".

< p > Li Jinkuan, director of the soft public relations and communication department, "/p".

< p > WeChat is a point to point marketing less than /p.

< p > reporter: what do you think of WeChat marketing? < /p >

< p > > a href= "http://news.sjfzxm.com/news/zhengce/20130617/346667.html" > Wu Shu Xian < /a >: in my opinion, the promotion of content directly into the mobile phone carried by consumers is higher than that of micro-blog, and the reading rate is higher than that of WeChat. WeChat marketing can be regarded as a "gold mine" that has not yet been fully excavated. The core node of the data is human rather than terminal, web page or ID, and the action is more real-time and more fragmented, with geographic location information, and the data is cleaner and more accurate.

Based on this, WeChat marketing will also become the core of precision marketing.

WeChat carries out social activities with language, pictures and words. In the future, social interaction, information flow, capital flow and logistics can be integrated into four streams.

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< p > at the same time, the cost of traditional enterprises entering the mobile Internet is too high. WeChat is a suitable way to enter the mobile Internet at low cost.

WeChat is quite suitable for many industries, especially those that provide personalized and private services, such as legal services, housekeeping services, road services, etc.

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< p > > a href= "http://news.sjfzxm.com/news/fushi/20130614/346473.html" > Liu Jianwei < /a >: WeChat is the true face to face marketing. Through the enterprise public account, the user data of enterprise WeChat public number is clear at a glance, and the characteristics of the mobile terminal determine that your information can arrive at the user's hands everywhere.

The mobility of WeChat mobile terminals, the acceptance of feedback at any time and anywhere, the one to one communication characteristics all enable the public account to achieve e-commerce business purchase system background and WeChat open platform interface to open up to buy, before WeChat did not have such marketing channels.

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< p > Gong Bi Sheng: F Leonspan successfully launched the new media marketing strategy in 2012, opened the official micro-blog and WeChat, and built a fast and convenient platform to enhance communication with the terminal consumers and promote our brand.

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< p > enter the era of mobile Internet. Various kinds of mobile APP are emerging one after another.

In this era of information explosion, it is hard for netizens to have enough leisure time to read a long exercise. They are more accustomed to learning a short news in a short time, which is micro news.

Our brand promotion is also a supplement to the present habit. We launched the official micro-blog and WeChat: to share our brand dynamics with concise, vigorous and graphic images, or new product recommendation, club activities review, outdoor information and outdoor tips.

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< p > open up platform integration "double micro" < /p >.

Reporter P: in the new media era, how should traditional shoes and clothing enterprises intervene? < /p >

< p > Wu Shuxian: in the new media era, enterprises must pay attention to the "fragmentation" of advertising information while paying attention to interaction with consumers.

To this end, how to meet the diverse needs of the audience in the new media environment and develop diversified new products and services for consumers through their own resources and technological advantages has become the key to enhance their competitiveness.

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< p > for example, like our company's < a href= "http://news.sjfzxm.com/news/zhengce/20130614/346470.html" > 2-dimensional code < /a > application, enterprises can print two-dimensional codes through propaganda media, no matter how large the advertising bits are, "instantly" small "big" - this is "fragmentation".

At the same time, consumers can also scan the two-dimensional code by using the scanning software inside the phone, instantly capture the information in the two-dimensional code, then use the network function of the mobile phone to complete the interaction with the advertisement, such as downloading coupons, participating in the network survey, paying attention to the micro-blog and WeChat, watching the short films of enterprises, and interactive raffle.

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< p > Liu Jianwei: now WeChat is very popular. It is more than micro-blog.

There are many myths about WeChat marketing now. If you blindly enter, you may not be able to enjoy anything.

WeChat marketing is not really necessary for all industries. I personally feel that catering, daily necessities and other industries are more applicable.

Catering, daily necessities industry because of its wide range of products, rich products, more diversified forms of activities, easy to carry out precision marketing within a wide range, while the footwear industry is relatively unable to implement all over the country at once, but can be more concentrated areas of the network, through a small range of WeChat activities, the formation of point to point marketing communication.

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< p > > a href= "http://news.sjfzxm.com/news/hangye/20130614/346469.html" > Li Jinkuan < /a >: WeChat and micro-blog are two different products. The general brands have both official micro-blog and official WeChat. How to better divide and cooperate between the two parties is a problem that enterprises need to consider.

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< p > in terms of division of labor, micro-blog is a horizontal media platform for public communication, while WeChat is a vertical exchange platform for interaction and experience. Based on the different attributes of micro-blog and WeChat, the two can be integrated. For example, millet and Mengniu are using micro-blog as a communication tool, and WeChat as a customer service strategy. Most brands can adopt this strategy.

In terms of cooperation, enterprises can get through the two platforms, first of all, achieve the "two micro" interoperability through the opening of content, for example, publish the brand information in micro-blog and spread it in micro-blog, and then introduce WeChat through a series of activities or other forms.

In the aspect of fans, most of the fans on micro-blog can be turned into fans of WeChat, and through the interactive characteristics of WeChat, we can cultivate more active brand concern groups.

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