Now, "you"

"Pushing friends", "

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.

New enterprise

About micro-blog, there is a saying: "when your fans exceed 100, you are the internal magazine; more than 1000, you are a bulletin board; over 10000, you are a magazine; more than 100 thousand, you are a city newspaper; over 1 million, you are a national newspaper; more than 10 million, you are the TV station."

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...

　　寧波華爾思丹服飾科技有限公司唐獅事業(yè)部總經(jīng)理戴成其說(shuō)，唐獅已經(jīng)開(kāi)通了一個(gè)官方微博和一個(gè)專門用來(lái)進(jìn)行活動(dòng)發(fā)布的微博，自去年3月織出第一條“圍脖”以來(lái)，“唐獅官方”微博粉絲達(dá)3328人;卡賓開(kāi)通新浪官方微博10天之內(nèi)，就在微博上推出了“參與卡賓‘七夕，尋找你的MR.Right’，即可有機(jī)會(huì)贏取卡賓限量版時(shí)尚禮品”，還有“卡賓官方旗艦店，只要購(gòu)滿99元，即可贈(zèng)送卡賓正品底褲1條!”、“秋季新品現(xiàn)已發(fā)布!部分款式低至3折”、“全場(chǎng)滿200減60，滿400減120，上不封頂!實(shí)付滿200包郵，實(shí)付滿300再送60元現(xiàn)金紅包”等活動(dòng)，深受博友關(guān)注;七匹狼在微博上發(fā)出信息——“100本《名士堂》創(chuàng)刊號(hào)26日搶書活動(dòng)開(kāi)始，”即每天七匹狼男裝官方微博發(fā)搶書信息，加關(guān)注并回復(fù)轉(zhuǎn)發(fā)當(dāng)條信息的前10名，將獲得這本雜志;柒牌也展開(kāi)了“‘柒’開(kāi)得勝——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.

Famous marketing experts

"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. At the same time, we use micro-blog to interact with users, display the brand, improve customer service, customer retention and customer experience.

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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.