Recently, Zhang Zhaoyang, who was originally prepared to retire to the second tier, has announced that he will play the role of "reinventing Sohu" and lead micro-blog Sohu to "fight out" its position. Since Sina, NetEase and Tencent have already launched micro-blog, a new internet war around the platform has been opened, and the footwear industry in Quanzhou has become a major beneficiary. Reporters learned that 361 degrees, seven wolves, Anta, PEAK, XTEP, Zhengda, Qipai and many others. Strength shoes and clothing brand They all started. Micro-blog marketing To form an industry trend: to spread and develop with micro-blog. Consumer Of Interactive activities 。

Micro-blog users

Next year, the total will be "billion".

"In terms of Web2.0 content such as micro-blog, we got up early and caught a night's collection." Zhang Zhaoyang did not hide the embarrassment of Sohu micro-blog.

As early as 2006, micro-blog's originator twitter began to enter the eyes of the world. Chinese grassroots entrepreneurs first sniffed its commercial value. Wang Xing, who was founded by the school network, founded the earliest micro-blog website in China. In 2009, most of the first batch of independent micro-blog websites such as "rice no" and "crooked" were stopped because of policies and other reasons. Micro-blog, which has strong media attributes, can play a big role in the current environment? This question has been controversial in Sohu executives.

At such a time of difficulty, Sina seized the opportunity and promoted the development and operation of micro-blog in an all-round way. As of July this year, there were tens of millions of registered users, enterprises, and 20 thousand Sina celebrities micro-blog certification, resulting in the total number of micro-blog more than 90 million. At the same time, the commercialization of sina micro-blog is gradually emerging, trying to attract third party application software by building an open platform.

After a period of reflection, Zhang Zhaoyang realized that the form of micro-blog is very suitable for China, especially China, which owns a large number of mobile phone users. "Micro-blog will be more terrible than the game, because it is a product of Web2.0". In his view, China has 400 million of Internet users, and at present, micro-blog users are only "niche".

According to data from DCCI Internet data center, by the end of 2010, the number of cumulative registered accounts of micro-blog service providers in China will exceed 65 million. By the end of 2011, the number of independent users of micro-blog will not reach 100 million in China. In less than a year, the huge number and rapid growth of micro-blog users in China have led many enterprises to pay attention to the potential and huge business opportunities of micro-blog marketing.

Shoes and clothing brand

Micro-blog marketing

When it comes to micro-blog's business prospects, Zhang Zhaoyang is bold. "As long as there are enough people and time to stay, making money is not a problem at all." He believes that "the current Internet profit model has been quite mature. Brand advertising, search advertising, and gaming platform fees are all ready business models, provided the platform is strong enough. "

This view is also being confirmed by the increasingly popular "micro-blog marketing wind" in the Quanzhou business community. The so-called micro-blog marketing is just a popular way of network marketing. It is a new marketing method that has been spawned by micro-blog. Enterprises can register with micro-blog, and carry out network marketing and promotion through publishing enterprise information, conducting interactive exchanges, organizing prizes, releasing special offers or discounting information. {page_break}

Nowadays, with the rapid development of Internet economy and e-commerce, more and more traditional manufacturing enterprises are aware of the gold content of this "golden brick". Seven shoe wolves, Anta, PEAK, XTEP, CABBEEN and many other shoe and clothing enterprises have launched official micro-blog. They have been promoting promotional programs and content of activities through the network platform, gradually changing their sales mode, and building a network sales platform suitable for their own businesses, so as to attract the attention of netizens. For example, CABBEEN opened its official micro-blog in August 13th, and within 10 days, the Shishi enterprise launched micro-blog's "Qixi" to search for your MR.Right activities. Chia Tai (China) Sporting Goods Co., Ltd. has gradually introduced micro-blog marketing mode in recent years. Xu Linfang, the public relations manager of the company, introduced: "we pay more attention to the public figures brought by micro-blog. It is a new way to publicize foreign brands by establishing official blogs and promoting news, products and culture quickly. XTEP's micro-blog is more used in brand promotion and promotion, so that consumers first understand the brand dynamics, the future will increase the new product information release and interaction with consumers. "We attach great importance to micro-blog's rapid response to products." One business person said.

Expert opinion

Brand identity should be enhanced.

Hu Yanping, founder of DCCI Internet data center, believes that micro content, self organization, cloud communication, wet marketing, human media, light companies, fast business... This is the change of marketing ecology under the "marketing 2" environment. In this regard, micro-blog's strength can not be underestimated.

CE0, micro-blog international, said that it is a way of expression for people or enterprises who want to be concerned. It will be used to sell products or rely on the advantages of platform technology to win customers. Next, it will become a normal mode of operation. "Although this kind of communication is still mainly in the form of media and does not bring direct scale revenue, with the rapid growth of micro-blog users and the combination of mobile phones and e-mail, its commercial value should not be underestimated. On the twitter platform, enterprises have been able to cooperate directly with e-commerce. Le ah net CEO Li Qiyuan said.

Chen Zhendong, general manager of Quanzhou fast assembling wall company, is a person who is keen to open blogs on the Internet. In his view, the future business is the competition of e-commerce. Micro-blog may lead the enterprise into another era of e-commerce, which is especially important for enterprise brand marketing and personal marketing. "Micro-blog marketing has changed the brand communication of the original sense of distance, making the brand more like a friend of the consumer, and the relationship between the brand and the user has become more real and intimate."

There is a professional suggestion whether the right information can be released is the key to success of micro-blog marketing, so we must master certain skills, such as not publishing simple corporate news and advertising. Generally speaking, common knowledge about products, consumer experience, preferential information and activities are common information that enterprises want to release. In information release, enterprises should appropriately control the frequency of publication. There should be about 10 updates every day. Instead of using automatic updating, people should choose some topics that interest consumers to update. In addition, for micro-blog marketing, avoid content is rigid, if micro-blog has only a few hard ads, it is very inappropriate.