How Do Garment Enterprises Create Miracles By Using New Media Marketing?

Less than 16 years ago, China's Internet entered the explosive stage of rapid development. Since 1997, the number of domestic Internet users has basically kept doubling every six months. It is Internet's rapid expansion of information highway that enables information to be attached to its high speed access, and mankind has entered an unprecedented information society. < /p >
< p > now, just like the Internet 16 years ago, the new media is coming at an overwhelming speed. Especially with the maturity of 3G technology, Internet technology has become a reality in mobile terminals, which has stimulated the development of new media technology and applications, and has created a huge communication platform for new media, changing the way of life of modern people at the same time. < /p >
< p > < strong > make marketing interaction < /strong > < /p >.
< p > modern people can not live without new media. Wherever they are covered by the Internet in the subway, the streets, restaurants, offices, almost everyone can see people watching videos, chatting WeChat, micro-blog and listening to the radio with their mobile phones. People's life communication is no longer the same as before. Still persisting in the brand of heavy gold advertising in prime time, destined to be farther away from consumers' lives. The popular way of life is the direction that business marketing should pursue. In this era of "mobile phone computer not leaving hands", only when we enter the new media can we enter the life of the target consumer group. < /p >
< p > how to make use of the new media marketing and integrate into the public life at the same time, imperceptibly taking the brand image deeply rooted in the hearts of the target consumer groups is becoming a new topic facing the enterprises. In fact, the new media has completely changed the law of information transmission. From the previous one-way dissemination of information, the passive acceptance of audience groups has become a two-way communication and interaction in the real sense. The channels of communication in different fields are no longer clear-cut, and information dissemination is in the era of hundred flowers bloom. What kind of information the audiences want to receive is entirely decided by themselves, and can even be personally involved in the process of brand communication through forwarding, commenting, uploading and so on. Therefore, good new media marketing can achieve twice the result for a brand enterprise. < /p >
< p > in the face of the huge new media market, some commercially sensitive traditional a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand has long been trying and exploring. However, there are still some enterprises who are still "grudge" about the new media, and there are doubts and worries about the first step. How can we get rid of the embarrassment of being indifferent to marketing, how can we turn concerns into topics, turn popular sentiment into profits, and turn people's interests into profits? We may be able to get some answers in some enterprises that started earlier in the new media marketing and achieved better results. {page_break} < /p >
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< p > < strong > enhance brand correlation and resonance degree < /strong > < /p >
< p > when Liu Xiang once again crashed into the Olympic Games and skipped over the end of her lap, a > Nike < /a > the first expression of the marketing team was stunned. But soon, everyone was sober up from this unexpected incident and immediately prepared the preparatory plan. After paying close attention to the Internet public opinion, more than 10 minutes later, Nike micro-blog released the first "live your great" picture advertisement after Liu Xiang fell. Attached to the photo of Liu Xiang, who is willing to fight for all dignity, who dares to come to the top of the summit, even if it will get nothing, who dare to go in, who dare to fall, dare to dare. A few inspirational advertising slogans. < /p >
< p > in the next few days, Nike official micro-blog continued to issue a series of print ads in a rhythmic way, responding to the marketing plan of "live your greatness". It can be seen that the unexpected events of Liu Xiang's Olympic Games retirement did not affect Nike's Olympic brand communication. 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. < /p >
< p > emotional communication with consumers is the way to build brands for a long time. Semir is well versed in the way of new media marketing. How to combine the behavior preferences of young personality consumers and seek better breakthroughs in marketing techniques, and find effective marketing techniques to enhance brand reputation and product concern has become a topic Semir has always been thinking about. < /p >
< p > since 2005, Nicholas Tse, twins and other idol stars endorsed the product. Semir has always had a stable market share in the industry with its fashion slogan "what to wear." Recently, Lee Min Ho, a Korean pop star with a high popularity among the young audiences aged 15 to 24, is called "what summer is". The first episode of "what summer is" launched a new round of "Lee Min Ho" frenzy. Around the topic of "what is summer", it also triggered tens of thousands of discussions among micro-blog. Netizens expressed their long-awaited mood and praised the clothing this season without stingy. This micro transmission method has achieved good results and terminal sales transformation. < /p >
< p > in the new media world, the result of marketing is not only to impress consumers, but also to brand resonance and brand relevancy. With the growing maturity of new consumer groups such as 80 and 90, corporate communication is becoming more and more focused on "putting it to its best" and attracting attention and resonance. Just as Semir takes advantage of the powerful influence of the popular idol Lee Min Ho in the youth, attracting the attention of the target consumer group through the power of the idol, and passing the fans' loyalty and goodwill to the brand through the form of micro films. When Nike faces defeat in Liu Xiang, it is likely to turn into a "crisis". By closely tracking the direction of the public opinion and adjusting the marketing strategy, it makes the situation go back and forth. With the help of "crisis", it interprets its own "brand attitude", which has resonated many times, and has successfully made many consumers become its "Just Do It" brand culture disseminator. {page_break} < /p >
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< p > < strong > putting the brand soul into the consumer's mind < /strong > /p >
< p > "the survey found that micro-blog 90% is the content of its own creation. This mode of operation is not necessarily correct. Micro-blog should spend 20% of its time doing original content and 80% interacting with consumers. You can go to other people's micro-blog to find consumers' interest points. This is no difference from traditional media. It's interaction to invite others to their places and invite them in. At the same time, we need to take an active part in it and not to sit here forever. Now many companies dare not do this because they are afraid of negative news. In fact, the most important thing is not to have any problems, but to remove negative effects with positive energy, which is immunity. " Chen Yizhan, chairman and chief executive officer of Wei Han marketing communication group, said about new media marketing. < /p >
< p > Chen Yizhan's point of view is the very good interpretation of < a > New Media Marketing < /a >, that is, when information is fragmented, audience units are fragmented and the channels of information dissemination are more and more diversified, marketing is no longer a unilateral delivery, but a process of you coming to me. Brand is not created by enterprises, but created and defined by consumers. Resonance, interaction and participation have become necessary. < /p >
< p > "if the manufacturer can make full use of advertising to create the most favorable image for their brand and create the clearest personality, it will gain the largest share of the market and produce the highest profit." David ogogway, a master figure recognized by the world advertising industry in twentieth Century, believes that excellent brands are "impressive" to consumers. It is far from enough if consumers are only impressed with the brand image of a brand or the brand logo. What should be remembered is brand personality and brand attitude. In other words, the soul of a brand is deeply embedded in the consumer's mind. < /p >
Under the fierce market competition, the garment industry needs to break through the original traditional means, increase the competitiveness of the new media as a carrier, and make better use of new media to serve the marketing and brand image building. Only by constantly seeking the power of breakthroughs can enterprises succeed in invincible position. P < /p >