Chinese Casual Clothing Enterprises Frenzy Weaving "&Nbsp"; How Long Do They Knit?

Now, is "micro-blog micro-blog" becoming a Chinese garment enterprise?

Clothing companies have registered micro-blog, through the "collar" to release enterprise information and achieve interaction and interaction.

They use a variety of micro-blog means for network promotion.

Statistics show that the number of micro-blog covered by Sina and Tencent has exceeded 120 million.

So how can Chinese clothing enterprises develop their own marketing territory with 100 words in this area? Micro-blog marketing has great prospects for this new marketing way.

Corporate press spokesman

About micro-blog, there is a saying: "when you are

It is understood that, from the first half of last year, including CABBEEN, seven wolves, Qipai, Anta, 361 degrees, XTEP, Tonlion and other garment enterprises have officially opened Sina Sina, or promoted promotional programs, or after-sales service products, or activities introduced...

　　宁波华尔思丹服饰科技有限公司唐狮事业部总经理戴成其说，唐狮已经开通了一个官方微博和一个专门用来进行活动发布的微博，自去年3月织出第一条“围脖”以来，“唐狮官方”微博粉丝达3328人;卡宾开通新浪官方微博10天之内，就在微博上推出了“参与卡宾‘七夕，寻找你的MR.Right’，即可有机会赢取卡宾限量版时尚礼品”，还有“卡宾官方旗舰店，只要购满99元，即可赠送卡宾正品底裤1条!”、“秋季新品现已发布!部分款式低至3折”、“全场满200减60，满400减120，上不封顶!实付满200包邮，实付满300再送60元现金红包”等活动，深受博友关注;七匹狼在微博上发出信息——“100本《名士堂》创刊号26日抢书活动开始，”即每天七匹狼男装官方微博发抢书信息，加关注并回复转发当条信息的前10名，将获得这本杂志;柒牌也展开了“‘柒’开得胜——南非世界杯有

The last prize winner will win the lucky collar of the seven card T-shirt.

It can be seen that a good business micro-blog is like a spokesman for an enterprise.

Micro-blog is shortening the distance between merchants and consumers, and the information released on micro-blog has more reference value and credibility compared with all kinds of cold hard advertisements.

Micro-blog should carry a brand image promotion and monitoring function.

Moreover, micro-blog has also become a good platform for enterprise crisis public relations and event marketing.

Huang Jiangwei, a famous marketing expert, thinks that every enterprise should attach importance to micro-blog.

If an enterprise has its own official micro-blog account and a business leader has a personal account, both the business account and personal account can be used to distribute relevant information of the enterprise, help enterprises to enhance their corporate image and promote their brand.

"Micro-blog platform breaks the constraints of original geography, knowledge and class, and can reconstitute social groups, share information and initiate public actions based on common preferences and experiences," he said.

Chia Tai (China) Sporting Goods Co., Ltd. has gradually introduced the "micro-blog marketing" mode in recent years. Xu Linfang, the public relations manager of the company, said: "enterprises use micro-blog's user resources to develop new potential users, while using micro-blog to interact with users, conduct brand display, improve customer service, customer retention and customer experience."

How long can a "collar" knit?

Huang Jiangwei believes that, as a whole, the micro-blog marketing of domestic enterprises is still in the test stage.

The effectiveness evaluation and profit model are still being explored, and many vague understandings have not been known.

For example, what is the difference between micro-blog and micro-blog? What are the characteristics and principles of content and delivery?

"First positioning, keeping feet, attracting more effective fans, shifting from hunting marketing to animal husbandry marketing, moderately planning activities, and amplifying effects."

He thinks that the way of micro-blog marketing should go like this.

Li Xinglin, executive deputy general manager of Fujian Shishi shishitai Shoes Co., Ltd., said: "the pmission power of the network is very strong. Things that are too popular will be imitated immediately, so fake and shoddy goods and websites are often produced on the Internet.

If micro-blog marketing is to be carried out, crisis prevention and treatment should be taken into account.

The most important thing is to guard against "copycat version" and maintain good reputation.

In addition, the interests of distributors and consumers are also the focus of business concerns.

Micro-blog is not an advertisement publisher, nor a shopping network.

The most important thing for micro-blog is popularity. If the information released by enterprises can not gather popularity, micro-blog will become a display.

"If the company simply registered micro-blog, unilaterally updated content, and rarely interact with users, then micro-blog's browsing volume would definitely not go up.

Enterprises should set up special backstage management personnel, timely reply to users' messages, answer questions from readers, analyze and solve problems, and thus form greater network influence.

Expert analysis.

Micro-blog also has its limitations.

First of all, because a single word of micro-blog can not exceed 140 words in general, this makes micro-blog's information lack of interest and entertainment, and it is difficult to achieve the effect of disseminate the brand in depth.

Second, because micro-blog's new content is growing too fast, it may well have been ignored in the ocean of information.

In addition, "micro-blog is also a double-edged sword. Micro-blog can win good reputation if it is well used by enterprises, otherwise, it may be entangled in a negative" collar "which is forwarded N times.

The industry has warned that enterprises should be good at weaving "collar", play a positive effect, and properly handle negative effects in a timely manner.

Enterprises should not be anxious and dryness, and do not regard micro-blog as a tool for deification.

Brand PR has always been a long process, and micro-blog marketing can not be eternal.

How long can Chinese garment enterprises knit their "scarf"? We will wait and see.