Look At What These Brands Have Done On Public Numbers.

According to the world clothing shoes and hats net, in recent years, more and more

They began to use social media to do marketing.

According to L2 data from Digital Research Institute, in 2014, only 71% of the cosmetics brand, 55% of daily chemical brand and 42% of the cosmetics brand.

The brand has opened the WeChat public number.

In the past two years, the brand of WeChat has exploded.

At present, almost all consumer goods brands, most of the beauty brand and 90% of fashion brands have been settled in WeChat.

In addition, Danielle Bailey, director of L2 research, has pointed out: "social media can allow brands to interact directly with consumers without leading them to the flagship store.

Even for brands that do not have physical stores in China, social media are a necessary weapon for them to get a note. "

Therefore, these brands launched various marketing on their public numbers and gradually formed some routines.

To this end, the reporter will take some brands as an example to see what these brands have done on the public number.

1. brand story

Whether the product publicity, development process, founder idea or brand information, these brand public numbers like story telling.

For example, the American jewelry brand Tiffany, the British luxury brand Burberry, Canada

Brand Lululemon, American underwear brand VICTORIAS SECRET, Japanese beauty brand Shiseido and so on, all set up brand story columns in their own public numbers, or push stories through storytelling.

Among them, Tiffany has clearly divided its brand story into four parts, including the birth of its brand, legendary yellow diamond, Blue Book series and social responsibility. Shiseido has narrated its own brand memorabilia in a flashback way, while Fresh used a tight schedule to tell its own brand story.

The fashion brands H&M, ZARA, UNIQLO and so on, which have always won fast wins, do not have a brand story on their public account. Most of them are based on product promotion, preferential information and trend strategy.

2. search the shops nearby.

Reporters also found that many brands will set up shop lookup functions on their public numbers, though they are similar in function but not in the same way.

On the premise of opening the location function, click "search shop" or choose the location area, some brands will directly export the shops around the user, such as VICTORIA S SECRET, SWAROVSKI, Laneige, etc., and the brand requires users to manually select the location of the premise, then send the nearby store to the user in the form of article push, for example, the French jewelry watch brand Cartier, LV, Tiffany, and other brands such as Lululemon and Kiehls are directly pushing the existing store in the form of articles.

3. opening online shopping mall

Many brands have set up the purchase function in WeChat.

Among them, Forever21, Fresh, H&M, Ke Yan and other brands need to log in or register at the time of settlement to complete the purchase, while A2 milk powder, PUMA, PANDORA, Chanel and other brands can be purchased directly as tourists.

In addition to WeChat and online banking payment channels, some brands also provide Alipay channels, but in the payment process, users need to copy the links generated by the brand and paste them into the browser to open them, then log on Alipay account on the browser page and finally complete the payment.

In addition, during the whole purchase process, most brands' purchase process is not as smooth as opening up brand applications or other App platforms.

4. guided mobile App

After all, WeChat's public address is not its own site, so many brands also take the opportunity to set up an entry to their own App, such as Topshop, NIKE, Tiffany, Zara and so on.

Interestingly, the British high street brand Topshop has opened a public number since the end of 2014. Brand stories, WeChat mall and preferential activities are quite rich, but it is not officially run.

In addition, its App is not the application of its own "global station", but its exclusive strategic partner at the end of last year.

5. interactive and personalized service

Previously, the way that brands interact with users is more than online customer service, sweepstakes, questionnaires, expert appointments, etc. nowadays, they seem to be tired of these slightly plain text pushes. They are increasingly using H5, video, games and other forms to interact with users.

In addition, there will be brand services, clubs, green and some public welfare activities under the joint line.

Among them, Burberry has released real-time fashion show on WeChat, and released Wu Yifan's exclusive voice response in the autumn and winter 2016 men's wear series. In 2016, during the Christmas season, Maybelline launched the H5 interactive video with William Chan. In addition, there were also some brands in the public number attracting talents, such as H&M, MUJI, Coca-Cola and other brands.

The number of brands on the public number of tricks to dazzling, not only to promote the brand itself, but also to open shop, connect offline, to App diversion and personalized services, so the brand over the years has repeatedly opened a public number in WeChat.

In addition, the US luxury luxury brand Coach closed its Tmall store two times last year and turned it into WeChat's embrace, showing WeChat's attraction.

A few days ago, mobile data service provider QuestMobile released the "APP value list of 2016". The list shows that WeChat ranked the top in the 2016 annual Top 100 list and user sticky list.

In addition, APP, an active user of more than 800 million people, integrates functions such as appointment, purchase of tickets, online shopping and shopping.

For these advantages, brands are also tacit.

Despite this, the public number still has its flaws.

The public number is based on the relationship between subscription and push. It is more like a message push to users, but it is not an effective service carrier.

A small program that meets the requirements of "accessible and running away" enables users to get more contact with offline scenes and enjoy services directly, and do not need to receive other messages.

In addition, for those brands with low App opening rate, the introduction of small programs also adds new outlets to the business of e-commerce. This may mean that the brand is closer to users.

Zhang Xiaolong also said: "at least in the early days, WeChat will encourage smaller programs to appear in different places in the form of two-dimensional code, just like the early days of public numbers."

So this is also a stimulus to brand retailers.

Although there are no brands in the latest list of small programs, small programs may bring more benefits to brands.

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