How To Grasp The Marketing Lifeline Of Shoes And Clothing Brands?

In this issue, we will explore micro-blog shop skills in "micro shop" to see how businesses run micro-blog stores, attract fans to consume groups, and create Star "micro" brands. Next, we will introduce WeChat shop skills and marketing methods in "micro shop", and invite industry experts to analyze.

Guests of this session:

Wang Shilei, director of excellent library

Dai goes beyond the brand director of JIMS's men's clothing brand.

　　 shoes Clothing business aimed at "micro market", have started "micro shop"

In April 2013, Ali invested $586 million in Sina. After the two sides' cooperation, some cooperative new products have been launched. It is understood that in August, Sina and Taobao jointly released the first product of the two sides cooperation - "micro-blog Taobao version", that is, in the background of Taobao, merchants can open micro-blog module, publish relevant information to the micro-blog. But this is not true micro-blog shop, because all purchases will eventually be implemented on Taobao. Dai Chaoyue, chief executive of the JIMS brand men's clothing brand, said that the purchase of products on the micro-blog Taobao version had to jump to Taobao mall to make the order payment. In fact, micro-blog only played the role of displaying products.

The emergence of excellent libraries may solve this problem. With the help of excellent library tools, businesses can synchronize all product information in Taobao store to brand official micro-blog, allowing users to conduct transactions directly on micro-blog, and the purchase process is smoother.

Wang Shilei, director of excellent library, said that the excellent library is able to help businesses open Taobao stores on social networking platform micro-blog, so that more businesses can take advantage of micro-blog's social networking platform to further develop new users and provide value-added services for old customers.

Recently, the reporter visited the website of excellent material library, and learned that many of the shoes and clothing businesses including wild power, JIMS, Range Rover outdoor world, Amie dog children's clothing, and seven fun cool children's clothes were stationed in them. Wang Shilei said, at present, with the help of excellent library tools, the most shops are shops. clothing Class, mainly men's wear and women's wear.

"As brand dealers, we must keep pace with the times. The company attaches great importance to the use of social platforms, and personnel are responsible for the management of micro-blog and micro stores. Dai surpassed the reporter.

Although the whole industry is concerned, at present, there are still a handful of shops on micro-blog, but the "micro shop" has gradually displayed its unique charm and development potential.

As a social networking platform, micro-blog has obvious advantages.

1. stimulate users' impulse buying needs.

Compared with Taobao shop, what is the advantage of micro-blog's opening up? Why do businesses move Taobao into micro-blog? Wang Shilei introduces that the micro shop itself is the extension of e-commerce on micro-blog's social platform, rather than a purely electronic business like Taobao. If Taobao is a super supermarket, then the micro shop is the shopping paradise of the business center.

Wang Shilei analysis shows that most consumers are very clear about the purpose of shopping. The micro store relies on the social function attributes of micro-blog, and finds the purchase demand in the process of business information release and personal consultation of fans. Therefore, in the micro shop is more personal impulse buying.

2., cultivate customer loyalty, expand the influence of the two spread.

Wang Shilei believes that the micro shop based on micro-blog's user stickiness, can provide users with real-time updates related product information. At the level of customer relationship management, Taobao can only wait for users to come to the door to provide services, while the micro store provides the customers' behavior habits through the micro-blog user sticky degree, which is more convenient for merchants to enhance the attention of the old users, and to develop new users through the two continuous marketing of the old users.

"Micro stores conform to the tide of social media, so that social e-commerce as an enterprise. brand marketing As part of the brand promotion, we will increase trust between businesses and consumers through socialized e-commerce. Wang Shilei said.

3. precision marketing, high cost and low efficiency.

For businesses, the micro store is a high efficiency, low cost sales channel, the use of precision marketing, can enhance the reputation of the brand value. For buyers, it is easy to buy high-quality, low price goods through social interaction. Therefore, the micro shop can be recognized by many businesses and users.

When talking about why to set up a micro shop, Dai told reporters that sina has a large number of users, and there are many fans online every day. In addition, Sina micro-blog is a low cost promotion platform, and businesses opening stores on micro-blog will surely make full use of this social platform to better promote sales performance.

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　 Pay attention to micro-blog shop skills, cultivate "Micro customers" fans group

1. shop premises

What are the preparations for the brand before opening the shop? Wang Shilei introduces the preparatory matters before micro-blog's opening up: first, the enterprise should have Sina certification blue micro; two, open the enterprise micro-blog purse; three, the staffing is responsible for the micro shop management.

Dai Chaoyue introduces, at present, JIMS brand electric business department team has developed to 15 people. In order to cooperate with the operation of micro-blog and micro store, the company has also set up an operation team specially responsible for micro-blog marketing, which mainly includes personnel responsible for planning and personnel responsible for daily micro-blog and micro shop maintenance. In the future, the team will further improve.

2. shop decoration

After all the work is ready, businesses can start decorating the micro shop. Wang Shilei said, the merchant micro shop home page is divided into the default home page and the custom home page two kinds. The default home page can be added to Banner. The custom home page is completely decorated by businesses. The subsequent excellent library will add new decoration templates for businesses to choose.

3. commodity display

In the micro shop, how can businessmen classify and display products, so that fans can more directly understand the characteristics of the shops, thereby stimulating the desire to buy? Wear beyond the view that, on the micro shop, businesses can divide the display products into: first, seasonal products, for example, now autumn is coming, brand dealers can do some promotion for autumn new products; two, shops selling hot products or explosive products; three, cost-effective products; four, cooperate with the brand promotion activities and so on.

4. micro shop promotion

"About micro-blog and micro shop promotion, some need to pay, such as micro-blog top function. The brand business should publish the promotional advertisements of the micro shop products, which can use micro-blog's top function, and consumers can log in to micro-blog every day to see this promotional information. When it comes to micro shop marketing, Dai said.

Dai Chaoyue said that at this stage, the company's e-commerce team is not very serious about promotion outside the station. If you want to do SNS marketing, you will choose the mainstream media on the line.

Dai Chaoyue said that the promotion of micro stores will eventually return to the interactive level with fans, giving full play to the function of social media. Usually, micro-blog's marketing is based on soft implantation. For example, JIMS products are biased towards the British market. The company can publish some British style product matching maps, or publish some British scenery and so on. During this period, one or two companies can be inserted. brand Information about culture or product promotion.

"If we go into our micro-blog and see all the promotional ads, fans will be disgusted. And if we can often deliver some classic quotations, we can easily share their feelings with our fans, jokes, cultural landscapes and so on. Wearing surpass is like saying.

In addition to the usual release of micro-blog's content, Dai pointed out that the company also regularly targeted some micro activities, with an average of 1-2 micro activities per month.

"Now, there are more than ten thousand JIMS brand official micro-blog fans. These fans contain many old customers under the line. We will do some micro activities to give them feedback from time to time. For example, select a few products on the micro shop as gifts, let fans participate in the lottery. With the help of micro activities, the interaction with fans can be enhanced, and the exposure and influence of micro stores will be further increased. Dai Chaoyue said.