Chinese Leisure Clothing Enterprises Are Crazy About Weaving "Weibo"&Nbsp; How Long?

Nowadays, "Have you microblog" has become the most popular topic among Chinese garment enterprises on friendly terms topic of conversation. "Tweeting friends", "Weaving Weibo", "Neckhair", "Earl"... These online buzzwords often appear in the microblog of clothing enterprises. Some people even said, "If you haven't knitted 'Weibo', it's a bit out of date; if you don't know what 'Weibo' is, it's completely out." They even called the past year "Weibo's first year".

Clothing enterprises have registered microblogs to release enterprise information and achieve communication and interaction through "Weibo". They use various microblog means to promote online.

Statistics show that Sina, Tencent and other microblogs have covered more than 120 million people. So, how can Chinese garment enterprises develop their own marketing territory with just 100 words? Weibo marketing, a new type of marketing, is promising.

Corporate Press Spokesperson

There is a saying about microblogging: "When your fans Over 100, you are Ben Internal journal; Over 1000, you are a bulletin board; Over 10000, you are a magazine; More than 100000, you are a city newspaper; More than 1 million, you are a national newspaper; More than 10 million, you are a TV station. "

It is understood that since the first half of last year, many clothing enterprises, including Kabin, Seven Wolves, Qipai, Anta, 361 °, Tebu, Tangshi, etc., have opened official microblogs on Sina Weibo, or promoted promotional programs, or product after-sales services, or introduced the content of activities

Dai Chengqi, general manager of Tangshi Business Department of Ningbo Walsdan Garment Technology Co., Ltd., said that Tangshi has opened an official microblog and a microblog dedicated to the release of activities. Since the first "Weibo" was created in March last year, the number of fans of Tangshi's official microblog has reached 3328; Within 10 days of the launch of the official Sina Weibo, Kabin launched "participating in Kabin's Tanabata, looking for your MR. Right, you can have the opportunity to win the limited edition fashion gifts of Kabin" on the Weibo, as well as "the official flagship store of Kabin, as long as you buy 99 yuan, you can give one authentic bottom pants of Kabin!", "new autumn products have been released! Some styles are as low as 30% off" Activities such as "60 for 200, 120 for 400, no capping! 200 paid postal packages, 60 yuan cash red envelope for 300 paid postal packages" have attracted the attention of bloggers; Seven Wolves sent a message on the microblog - "The book grabbing activity of 100 Mingshitang's inaugural number began on the 26th," that is, every day, seven wolves men's official microblog sent a book grabbing message, followed and replied to the top 10 who forwarded the message, and will get this magazine; Qipai also launched the activity of "winning in the opening of Qipai - the last person who won the lucky Weibo of Qipai T-shirt in the South Africa World Cup prize contest".

It can be seen that a good corporate microblog is like a corporate spokesperson. Weibo is shortening the distance between businesses and consumers. Compared with various cold hard advertisements, the information published on Weibo has more reference value and credibility. What microblog should carry is a function of brand image promotion and monitoring. Moreover, Weibo has also become a good platform for corporate crisis public relations and event marketing.

Huang Jiangwei, a famous marketing expert, believes that every enterprise should pay attention to microblogging. If an enterprise has its own official microblog account, and enterprise leaders also have personal accounts, then both enterprise accounts and personal accounts can be used to publish enterprise related information, help enterprises improve their corporate image and promote their brands.

"The microblog platform has broken the shackles of the original region, knowledge, class, etc. between people, and can reorganize social groups based on common preferences and experiences, share information, and launch public actions." Chia Tai (China) Sports Goods Co., Ltd. has also gradually introduced the "microblog marketing" model in recent years, Xu Linfang, the company's public relations media manager, said: "Enterprises use the user resources of microblog to develop new potential users. At the same time, they use microblog to interact with users, carry out brand display, and improve customer service, customer retention and customer experience."

How long can the "Weibo" knit

Huang Jiangwei believes that, on the whole, the micro blog marketing of domestic enterprises is still in the testing stage. The effect evaluation and profit model are still being explored, and many vague understandings have not been clarified. For example, what is the difference between corporate microblogs and celebrity microblogs? What should be the characteristics and principles of the emphasized content and transmission mode?

"First position and get a foothold, then attract effective fans, transition from hunting marketing to animal husbandry marketing, plan activities appropriately, and amplify the effect." He believes that the way of microblog marketing should go like this.

Li Xinglin, the executive vice general manager of Fujian Shishi Mengshida Shoes Co., Ltd., said: "The network has a very strong communication power. Things that are too popular will be imitated immediately, so fake and shoddy goods and websites often appear 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 the 'copycat version' and maintain the reputation of authentic products. " In addition, the interests of dealers and consumers are also the focus of concerns of enterprises.

Enterprise Weibo is not an advertisement publisher, nor a shopping website. The most important thing of microblog is popularity. If the information released by enterprises cannot gather popularity, the enterprise microblog will become a decoration.

"If an enterprise simply registers a microblog, updates its content unilaterally, and rarely interacts with users, the number of views of this microblog will definitely not rise. The enterprise should set up a special backstage manager to respond to user messages in a timely manner, answer readers' questions, analyze and solve problems, etc., so as to form a greater network influence," an expert said.

Weibo also has its limitations. First of all, because the text of a microblog cannot exceed 140 characters, the information on microblog is not interesting and entertaining enough, and it is difficult to achieve the effect of in-depth brand communication. Secondly, because the new content of microblog is generated too fast, it is likely to be buried in the ocean of information without attracting attention.

In addition, "Weibo is also a double-edged sword. If the enterprise Weibo is used well, it will naturally win good reputation; on the contrary, it may be entangled by a negative 'Weibo' that has been forwarded for N times, which may lead to collapse." Industry insiders remind that enterprises should be good at organizing "Weibo", give play to the positive effects, and properly deal with the negative effects in a timely manner.

Enterprises should avoid being impatient and impatient, and should not regard microblogging as a tool of deification. Brand public relations has always been a long-term process, and micro blog marketing can not be done once and for all.

How long can Chinese garment enterprises weave "Weibo"? We will wait and see.