How To Cut Into New Media Channels In Clothing Industry

　　 Main types and values of new media

The author's definition of new media is: media that use new technology to update over time, currently mainly Internet related applications, mobile Internet related applications, outdoor digital media (such as elevator media, outdoor large screen, roadside media, waiting booth media and store media), digital TV On board mobile media (mainly refers to bus media, subway media, aviation media, taxi media, etc.) and other new or emerging media (such as wall projection media, tunnel media, laser media, fireworks media, etc.).

In the Internet, relatively traditional applications include portals, search engines, instant messaging, bbs/forums, online games, online animation and navigation websites. There are many relatively new Internet applications, such as online video, sns (such as Renren, Kaixin, etc.), lbs applications (such as street side, etc.), classified information websites (such as 58 local cities, etc.), microblogs, picture sharing websites/social commerce (such as Meilishuo, Mushroom Street, etc.), electronic magazines, online literature, wikis/encyclopedias (such as Baidu encyclopedia, etc.), question and answer applications (such as Baidu Knows, etc.) Network TV, network radio, digital music, etc

Mobile Internet has created many new applications, such as apps that are often downloaded on smart phones and tablets. Some applications can only or mostly be accessed through smart terminals, such as Weibo, WeChat, mobile/tablet games, picture sharing, short video sharing, and audio pictures (such as Papa).

Many new applications are developing at an amazing speed, and their marketing value naturally highlights. Take Sina Weibo as an example. Its number of users announced in the first half of the year has exceeded 500 million, and it has become one of the most important social media in China. Another example is Tencent WeChat, which can connect with the mobile phone address book. It is estimated that the current number of users is more than 400 million.

It is obvious that many users' time is occupied by the Internet and mobile Internet, and it is urgent for traditional industries to enter into new media marketing.

　　 The marketing concept needs to be updated

New media marketing focuses on store -- s (sharing), t (trust), o (optional), r (response), e (engagement). At the same time, the sales funnel in traditional marketing has also evolved, that is, after purchase, users will publish their consumption experience on microblog, WeChat and other platforms, It will enlarge the lower part of the sales funnel again - because each user's consumption experience will market a large number of people.

New media marketing is not completely divorced from traditional marketing. The 4p, 4c, 4r and 4v in traditional marketing will still play a role. For example, the relationship and relevance in 4r are more vividly reflected in new media.

It should be noted that many new concepts have emerged in new media marketing, such as the long tail concept, viral marketing, word of mouth marketing, social media marketing and wet marketing. Some concepts have been touched in the new marketing textbooks, and they are connected with integrated marketing communication, integrated marketing and all-round marketing.

　　 clothing Clothes & Accessories How to cut into the industry

clothing Clothing industry It is necessary to first understand the main characteristics of various new media channels, analyze the characteristics of the products or services of your own industry or enterprise, and then find the fit point, and then think about what channel combination is most suitable. At present, the most frequently used new media channels are microblog, WeChat and online video, and free encyclopedia and knowledgeable applications can also be used.

In terms of clothing industry, many enterprises have opened public accounts in WeChat. For example, Seven Wolves, Fanke, Uniqlo, Inman and Handu Yisha are all using WeChat public accounts to push relevant information, provide users with self-service queries, and provide one-on-one customer services to users.

Weibo applications in the clothing industry are also becoming popular. On the one hand, some clothes Clothing enterprises Of the executives took the lead in using microblogs, such as Zhou Shaoxiong, Chairman of Septwolves, Chen Nian, Chairman of Fanke, Fang Jianhua, Founder and CEO of Inman, and Zhao Yingguang, Founder and CEO of Handu Yishe, all of which are relatively active on microblogs; On the other hand, the official microenterprises of the enterprises where these executives are located naturally do not give in. In addition, Qipai, Chanel, hm China, ithk, adidas, nike, zara and Youngor And other enterprises have also gained the first place on Weibo.

Senior officials and official WeChat of clothing enterprises can not only use microblog to promote their brand influence, introduce new products, carry out activities, provide customer services, but also conduct market research, monitor demand and find crises.

In short, the new media is right in front of us, and its huge potential is also there, only waiting for the enterprises with vision to explore earlier.