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 clothing brands be played? Tang Zhong, director of Jinjiang Jinyuan clothing and micro shopping, Chuan 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, discussed the theme.

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 brand of new media marketing for major brands. However, most people have overlooked one thing: in the era of micro marketing, the emphasis is on real-time communication and service.

" Micro marketing There has been a wave of speculation, 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 itself 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 eyes 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 becoming a hot topic. brand The marketing point of light and heat.