Outdoor Brand Building Network Community And Opening Brand Marketing New Mode

"The meaning of Cara's" Minnan dialect means bicycles. We are doing this community to convey a relaxed and pleasant outdoor concept, just like you can ride a bicycle at any time to breathe free air and enjoy the scenery along the way. "

Lin Jinsong, director of St. brand, told reporters.

According to the introduction, the online community Cara Qia, built by the outdoor brand Sevlae, is a platform for advocating interaction. Each user can upload his own tourist experience and video record. Through St. Valentine's "million outdoor Dream Fund" activities, users who upload travel stories can even let St. Valentine pay for their trip.

"With the full launch of Cara's community, St. brand's brand strategy has been taking shape at the core of" precision circle marketing ".

Lin Jinsong pointed out that "marketing through the network community is actually a pformation of traditional marketing methods. Enterprises will gather together with the users of the same lifestyle, products or brands of the same lifestyle, and establish an exchange platform to allow users to freely exchange their experience and display their individuality at various levels, thus effectively maintaining brand loyalty.

In fact, this is also a user centered marketing attempt.

It is understood that as early as in March 2012, the famous outdoor brand The North Face launched the "go wild" marketing campaign, the official community, micro-blog and WeChat launched the three arrows, and the first Kai Kai Le outdoor life hall was launched in May 2012, with regular outdoor activities, public lectures and outdoor sharing sessions. Sanfo outdoor has more than 100 thousand official members and a wide range of domestic and outdoor outdoor enthusiasts, planning and organizing various outdoor activities; in 2014, Gore's (Gore Teresa boutique) online music exchange platform was launched on-line; in 2014, lions were set up to donate tribes and regularly launched activities; sun Hai Sporting Goods Co., Ltd. also built a running community forum.

When community interaction is enhanced, it will not only help to gather popularity, but also share the use of outdoor products among members.

Because of its own platform, the brand can borrow more analysis data and have a deeper understanding of the target customers, and the marketing layout is also more targeted.

"Customer experience as the basis for brand development, from the overwhelming publicity campaign to stand out and return to the origin."

Lin Jinsong said that the main direction of Saint Valentine is to return to the origin and communicate with consumers for precision marketing.

The successful operation of a community is not simple. How to make outdoor fans know and accept this community needs long-term investment.

Judging from the strength of the sun shipping battalion for the running community forum, the community has invested more than 7 figures in just two years from the start of the online community.

Millions of inputs, the team operation of more than 30 people, and the ability to run community forums have only a little improvement.

"The activity of the network community depends largely on the number of visits. Therefore, the construction of the network community needs to increase the amount of visits through a large amount of external drainage, and even need to produce topics according to the current hot topics, and then graft all kinds of public platforms to win their own Forums. This is not short.

It can be achieved.

Lin Tianhuang, brand manager of Tianlun Tian (Tianlun tiandian) outdoor products Co., Ltd.

In fact, San fried also realized that the operation of the network community is not easy.

Chen Jiatai, general manager of St. Valentine, said the launch of the Internet community was once again on Internet marketing.

In the end, it is necessary to introduce better and different products through interaction and communication with consumers.

"This is not a simple process. We plan to allow consumers to identify with the community through three years."