Jinjiang brand network marketing entered the "three-dimensional era"

Anta KG China storm swept through it; Xtep “Interactive Entertainment” and 361° “Interactive Zone” were freshly released; companies like Qipai, Cabin and Septwolves joined the “weaving collar”... Internet forums, blogs, Weibo, online games, through these new marketing methods, Jinjiang companies and consumers again and again "close contact", online and offline again and again "breaking ice" fusion.

The Internet, as a new media marketing method, is creating a new frontier for branding and marketing for sporting goods and apparel companies. Here, the ultra-high popularity of the cyber world gathers and the wind whistles. The emergence of new media has made brand companies feel the infinite possibilities of the online world, and brand companies have to rack their brains to play with some new tricks.

Brand companies use new media to create topics, participate in topics, and direct topics. The traditional dry one-way communication has been subverted since then, and the Jinjiang brand online marketing has entered the “three-dimensional era”.

phenomenon

"Build community" "weave the scarf" New media marketing is quietly rising

Recently, in the semi-annual report of the Septwolves just released, they used the phrase "pay attention to and maintain traditional communication channels while the company actively uses new media to expand the brand's promotional path." Attentive consumers will find that seven wolves, Qipai, Kabin and other companies quietly opened official blogs in the first half of the year and weaved a “bib”.

In response, the related person in charge of the Seven Wolf Brand Center stated that “we hope to be able to use the new 'network communication tools' to engage in cordial and active communication with our users in product design and R&D, brand building, terminal marketing, and lifestyle. Such a communication is not only fast and wide-ranging, but also more open and more intimate, breaking the limitations of time and space."

Yang Ziming, chairman of Carbine, believes that regular TV commercials are similar to shooting into the sky, and then find how many people on the ground were shot. "The new media such as the Internet are more specific than conventional TV commercials."

In addition to weaving “bib”, community forums are also a popular new media marketing method. As early as last year, Anta took the lead in launching the safety committee community and became the first integrated sports interactive community in the domestic sports brand. Subsequently, special steps, 361 °, etc. are also set up to build a brand network forum.

“The most prominent feature of the community forum is that it can directly interact with consumers, engage in deep communication, and attract consumers to actively pay attention to and participate in. The penetration and percolation of brand philosophy is often a matter of course, and advertising is only a kind of appeal communication, even a A passive 'PUSH' consumer acceptance process.” Anta (China) Co., Ltd., said the person in charge. From the perspective of network marketing, Anta Safety Committee is no longer just a community marketing, but based on the community marketing of the brand fan club, its marketing target is brand fans with loyalty and viscosity to the brand, the safety committee as A platform allows brand fans to converge while conducting brand-user interactions.

When many domestic clothing brands are still obsessed with CCTV prime time advertising, we suddenly realize that these domestic first-line brands and some cutting-edge brands have leaned over and piously accept the baptism of new media marketing.

The essential

The graft event is a "magic weapon"

In fact, both in Anta's safety committees and in Xtep's interactive entertainment, in addition to brand information display and regular communication, all kinds of colorful activities have always followed. Through the concentrated expression and interaction of brand activities, it is possible to have deeper communication with consumers. The so-called Anta Security Committee and Xtep Interactive Entertainment are brand clubs. In order to better interact with consumers, Anta has launched KG's storms in China, “For Youth Declaration, Refueling after 90” and other activities; In the “playing sports” event, more than 100 Youku users got the latest summer sports t-shirt and spree provided by the elegant bird through the “play bubble” game.

This is the so-called "preliminary military preparation, there is only textual work." According to Liu Xingxing, media manager of Guiren Bird (China) Co., Ltd., the importance of activities in new media marketing is described. The activities are good and promotion is in place, and the brand appeal and activity level can be gradually improved.

Under normal circumstances, users who register with the brand club are all consumers who have a good impression of the brand or a strong brand viscosity. In the online community forum, not only can they participate in online games, browse brand information, and participate in various promotions. Activities, experience the brand's online experience, strengthen the trust of brands and consumers, and even users voluntarily will become a node of “nuclear fission”.

Therefore, the "event marketing" method of grafting brand or product and hot events, and thus touching the attention and dissemination of netizens, is a magic weapon for community marketing.

In fact, new media marketing is infinitely possible. It is not only diverse, but it has spawned mobile phones, online communities, blogs, online games, and so on. Moreover, companies usually do not choose only one type, but use it in combination.

During the recent Valentine's Day of the Chinese Valentine's Day, Carbin launched a "Test for Mr. Right" award test on his official website. Although this event was held on the official website of Cabin, Carbene has promoted and linked this event on its Weibo and official blogs. In the same way, during the World Cup, Qipai hosted the South African World Cup prize quiz, setting up a random activity for weekly lucky netizens to participate in the official Weibo forwarding activity information, and in the real love community of Haopai. The list of winners was released, and the interaction between the community and Weibo, the interaction between enterprises and netizens were successfully implemented, and the company's attention on the Internet was increased.

trend

From one-way communication to interactive communication, enterprises must learn to “wet marketing”

In the emergence of new media marketing, some people think that it is a word of mouth marketing, some people think it is a viral marketing, but no matter what kind, one thing is certain, new media marketing has changed the traditional kind The one-way spread of dryness has achieved the interaction between the enterprise and the audience. It is a kind of “wet marketing”.

Before the new media, past marketing methods were hard to promote, and new media marketing was different. It was integrated into consumers' interactive activities, integrated into word-of-mouth communication, and formed another kind of communication source, which continued to spread downward. Through it, companies can interact with audiences more and gather more feedback. “In the era of new media marketing, consumers have taken a dominant position. They can independently choose whether or not to receive your information and whether to disseminate this information to others. Therefore, naked, dry advertisements will definitely not work.” Ye Xiaobo, network director of Xiamen Tianliang Interactive Culture Communication Co., Ltd., said.

"There is not much information on the commercialization of companies and brands on Weibo microblogs, and more on current affairs and social hot topics that are involved in personal gestures." The media manager of Haopai Group is talking about micro Bo said when marketing, “Actually, we are the whole team operating Weibo. The reason why we actively participate in interactive information outside the brand is because we feel that this form is the real interaction with consumers. The distance between the brand and the consumer, increasing the company's affinity, and achieving soft brand promotion are more valuable."

“In the past, many companies thought that spending some money to build an official website and regularly or occasionally publishing enterprise dynamics and product information to complete communication with consumers. In fact, this one-way propaganda-based communication is self-deceptive marketing. Now many brands have become smart. They set up an official account in Kaixin.com, set up an interest group in Douban, build a brand space in Tianya, create an official Weibo on Sina Weibo, build branded entries in Baidu Encyclopedia, and build fans on QQ. The group established an interactive prize game on its own official website...” Mr. Liang, an industry expert, said that new media marketing can continuously allow companies and their fans to conduct in-depth dialogue and communication, forming a dynamic brand information database, and brand organization. Not only can they monitor potential or emerging public opinion crises at any time, but they can also use fan power to bring them together through creative activities.

People in the industry believe that new media marketing based on the Internet is one of the most interactive marketing methods. If you can skillfully package brand events and information into a topical and spontaneously distributed “virus,” then users will voluntarily become A node in "nuclear fission propagation."