How Should Fashion Brand Play In The Era Of Social Marketing?

As a social tool, WeChat has given the traditional enterprises full imagination of commercial layout, with keen insight. clothing The company began to take the practical steps: the next door girl crossed the border with Coca-Cola, joined Tencent's "micro life" layout mobile terminal O2O (offline business opportunities combined with the Internet), Ma Cassini men's wear to new media for micro film transmission, Jinyuan. Clothes & Accessories Touches the net to enter "the micro shopping"... A good show of social marketing is being staged, allowing information to reach consumers directly, changing the new consumer experience under the line.

The era of social marketing is coming! How should the clothing brand be played? In this issue, the morning paper invited Tang Zhong, director of Jinjiang Jinyuan clothing and micro shopping, Lin Jingbin, director of the Zhihe cultural and creative company, Liu Hong, the brand director Liu Hong of mascini, and Yan Caidong, the head of the neighbour girl clothing brand.

Viewpoint 1 "interaction + service" to do micro marketing

With the increasing number of WeChat users, enterprises have also sniffed their business opportunities and started testing WeChat marketing, hoping to gain more market with the power of new media. WeChat has become the major brand. new media However, most people have overlooked one thing: in the era of micro marketing, the emphasis is on real-time communication and service.

"Micro marketing has created a trend, but many enterprises have misunderstandings. We encountered many enterprises want to go all the way to the sky, think that the establishment of a WeChat public account, in the above do sales promotion, can stimulate sales. Lin Jingbin put forward, "in fact, planning, continuing" content "and" service "are often the indispensable concepts. For different target groups and industries, we need to tailor WeChat marketing strategy to fully understand customer needs and habits, and customize them on demand.

In this regard, Liu Hong very much agree: "now to impress consumers, we must catch consumers' common cognition, weaken advertising hard news, and use words, pictures, voice and video to achieve interaction and fun communication is the key."

This view has also been recognized by Tang Zhong Chuan: "WeChat public platform is a channel for interaction and communication with users, rather than a rough marketing channel, the key is to do it from the perspective of service."

Strong push group news and one-way brand communication have gradually lost their effectiveness. Instead, they will be emotional, one to one communication, interaction and service experience. This will gradually change into brand differentiation and competitiveness, and it is a powerful weapon that distinguishes it from its competitors. Yan Caidong said so.

　 Viewpoint 2 information dissemination should fasten brand connotation.

"In this consumer led era, the trend of marketing communication to interesting and interactive development completely subverts the practice of traditional top-down marketing propaganda. Traditional brands fade the serious cloak through the channels of social media, make content and products highly fit, and make consumers virtually accumulate brand goodwill. Lin Jingbin believes that nowadays, consumers have a high degree of discrimination and rationality in information, and it is often wishful thinking to communicate with consumers simply by "manufacturers' tone". "The ideal way is to create a topic for everyone to take part in. We are a listener and a participant, but not a speaker, a way of approaching the consumer's language and receiving information." He said.

It is not difficult to win the attention of netizens on the Internet. Every day, countless hot topics on the Internet become the focus of attention. However, not every hot spot is suitable for the brand to be a hot marketing content.

In Hao Ning's "no man's land" stage, China's first film traversing the three uninhabited areas "micro film" out of the no man's land "just released a few days later, also ushered in millions of ultra-high network hits. The production of Fang Ma Cassini men's clothing not only makes full use of the marketing method of shooting micro film to express the brand proposition, but also directly passes the brand proposition to the terminal consumers through the new media channel. Liu Hong said that this communication strategy not only tells the story of the story from all levels, but also highlights the key points and themes of the freedom, youth, dream, brotherhood and so on, which are extracted from the micro film. The theme of the communication strategy is closely linked with each other. This not only conveys the core value of the brand, but also strengthens the mutual transformation between online and offline interaction.

For social marketing, fit. brand Connotation, Yan Caidong affirmed. He said that the cross border cooperation between the girl and Coca-Cola is not only because their audiences are similar, but also more importantly, their similar brand culture and brand promotion idea - sharing happiness, which is the main message conveyed by these two brands on the social platform. "Share this bottle of coke with the girl next door to you!" the neighbor girl used coke bottles as a carrier of sharing, guiding the consumers to participate in interaction by releasing various kinds of activities induced dialogue on the social platform. After the launch of the nickname bottle, the girls on the neighborhood have launched a series of interactive interesting stories and activities on the social platform, combining the brand connotation and hot topics to create an infectious story creatively to show consumers' life, dialogue and brand interaction. We encourage you to share cola, deepen communication with friends, share happiness with friends, and effectively convey brand connotation.

　 Point 3. Create quality experience to attract consumers.

"Only a beautiful brand culture system is far from enough. If the cultural system of a brand is only known inside the brand or within the industry and in the circle, it can not form the communication effect; if the brand activity cannot land to the terminal, it can not be known and participated by consumers, it can still be a gimmick spread. Lin Jingbin said that when many brands are still using the traditional marketing idea to promote, the know line and one creative company has made use of social marketing and multi screen interaction to create a better service experience for the brand consumers. Instead of simply listening to the fans' opinions, brands need to take various channels to communicate with fans.

At the end of last year, Zhihe and one set out the two stages of the operation of the mensasini men's Mini Movie "walk out of the no man's land" to launch the preheating and the on-line communication. The Hao Ning's blockbuster "no man's land" in the same period, let the customers participate in it through the fascinating topic. The planning team makes use of the relaxed way of interaction and communication between social media websites and consumers, making the stills a game checkpoint, such as the interesting pictures and pictures of "everyone finds fault, chops a bunch of scratchs," and "those years and brothers have done things". Only by correctly answering the questions posed in the picture can we get the glory of "seeing the eyes". When consumers share or seek help, they also bring a new round of interactive climax.

"When fans enter the WeChat public relations platform through WeChat, micro-blog and other multi screen social media and store terminals, they can always receive the message sent by marcassini. Of course, we will not push the product information completely, but we will spread the brand culture in the event. For example, at this stage, we spread micro film as a gimmick, and at the same time, the brand culture is softly conveyed. Liu Hong said, "we will also classify and manage fans who come in various channels, and establish communication channels with them so as to make them sticky."

Yan Caidong introduced that the girl next door was crossing the border with Coca-Cola. Marketing It attracted tens of thousands of WeChat fans, and continued to launch "cola angel" WeChat interaction, attracting many fans' onlookers and participation. "How to serve well and enhance the customer's stickiness to the brand is not a problem of many fans, but how to maintain and operate WeChat platform. With the help of services and interaction, the value of WeChat fans can really be transformed, and the brand will have good taste and stickiness." He said.