Clothing set new Media marketing: Do not sell is Word-of-mouth

Yesterday afternoon, I received a magazine sent by the textile and clothing weekly, which published an interview with Li Xiaohui reporter last week. This time the theme is "New Media marketing Apparel: Do not sell is Word-of-mouth", one of the sections on the blog marketing Some of the problems and cases, the main business involved in our club @ Yiwu around the charm of the floating Dragon brand and Joyth dress. Details can be seen on the links, 9th and 10th pages http://info.cloth.hc360.com/2010/07/140819287635-9.shtml

Three Questions Blog Marketing

Among the many new media, the blog has become a relatively widely used brand marketing platform, why the blog will be favored by enterprises? How will blogging create new marketing rules for businesses? In the virtual world, how to measure the performance of blog marketing? Let's ask three blog marketing.

Q: 1+1=11 blog really can create marketing legends?

Yiwu around the scarf, the founder of Henan University is originally the Department of Journalism students, because of a special scarf, Taobao opened a scarf store. The author releases the World on the scarf news and knowledge every day, with the perceptual language description, over time, her microblog becomes the scarf "the Analects", many audiences because read them and and the author becomes the friend.

In the blog marketing, miracles are often more easily born in some small and medium-sized enterprises.

Well-known clothing brands have often been in the consumer to establish a certain reputation, and has a very competitive market manipulation, and for a year to be born tens of thousands of new brands of the domestic clothing market, small and medium-sized brands in the first time to establish their own brand image, it is a matter of interest. Using blogs and microblogs, enterprises can give full play to their autonomy, low cost, often can use some social hotspots and news time, and create an amazing publicity effect.

In the United States, the phenomenon of small business leading social media has aroused great attention of society. As a platform for small and medium-sized Enterprises, Alibaba senior trainer Zhang Zhenyi to reporters, Alibaba will provide counseling and services for businessmen to help them open their own blog, at the same time, the platform also launched Ali Video, will be successful business through video introduced to more operators, the fact that through the blog marketing, video promotion, Let the business more clear the essence of online marketing, the psychology of netizens have a more accurate grasp, but also significantly expanded the visibility of the brand, and led to the rise of more peers.

Second question: Why is blog marketing popular with enterprises?

Domestic blog experts "refers to the soft sand" (net name) said that the company established a blog, the first can be directly observed a change, that is, the enterprise product or service information in the search engine rankings are constantly improving. A company that runs a blog for a period of time will have a deep experience.

In addition, through the blog enterprises can also use a lower cost and customer communication, directly through the blog to publish the company's views and opinions, listen to the voice of customers. and customers can directly through the blog to publish suggestions and opinions of enterprises, to achieve two-way dialogue and communication. Its cost is only the cost of writing and maintaining blogs.

At present, the development of Enterprise blog is still in the early days, if the leader in the peer first to open a blog, enterprises will be more easily access to media attention. If the enterprise can grasp the topic of media attention, there will be a chance to get more certain attention.

For example, now on the Internet more famous brand Durian Dragon. This is a plush toy enterprise, the previous more than 10 years for the Disney Foundry, in the financial crisis when orders fell sharply, facing the trend of domestic sales, they chose to pass the online retail transition shortcut. Corporate owners in the blog recorded a drift Dragon's transformation to do the network goods brand growth experience, so, as a typical transfer to the domestic market, very soon by many mainstream media attention.

Corporate blogs will also bring another objective effect, that is, the development of agents. On the Alibaba platform, there are many entrepreneurs looking for good supply resources, if the enterprise has competitive products, you can consider through the development of blog agents.

Three questions: Do business blog, performance is a matter of sooner or later?

Enterprise Blog needs a team-style operation, long-term investment, then, how to measure performance?

The impact of corporate blogs on sales is generally not an accurate consideration. This is because corporate blogging is a special way of marketing, or a more advanced way of marketing. It needs to use non-traditional value standards to consider its performance. Its value standard should be the influence of the brand, customer recognition of the brand, specifically refers to around the corporate brand of positive comments on the quantity and quality. Their performance content is feedback, evaluation, link, discussion, excavation, information, Word-of-mouth, support, collection, question and answer, microblogging, SMS, short message, etc. All of these, gathered into Word-of-mouth, form a real-time interactive advertising effect.

"refers to the soft sand" that if the corporate blog can indeed reflect such a role, then, the Enterprise blog performance should not be or mainly not about the product of direct information, but the value of the enterprise. Such values must be defined by the enterprise and have specific meaning.

Secondly, to have a group of employees to write, in the form of writing to show different personality characteristics. This process cannot be assigned randomly and must be trained.

Corporate blog on the impact of an enterprise sales, will not be like advertising has a real-time conversion rate, but it will not be in the foreseeable future. Your brand influence has increased, sales are natural, and the longer you sell the better. More importantly, when customers understand and admire the values of an enterprise, the enterprise will soon be sold even if additional products and services are added.

However, in the Common Enterprise blog marketing, the cost of investment is high, need someone to maintain long-term, the number of visits to upgrade and maintain a great difficulty. Although the threshold is low, if not fully prepared, or should be carefully entered.

In addition, there is a point of concern: social media is a good tool, it can help small business to reach the untapped, potential customer level, and the customers have maintained a sticky relationship. For small businesses, this is a new opportunity that can bring in a lot of target customers without spending or spending less.

Enterprise Case: Joyth: Find thousands of agents through the blog

Joyth is the clothing brand of Shanghai Peach Silk Garments Co., Ltd. 2008 Joyth line under the traditional sales annual turnover is 8 million, 2009 online wholesale completed 40 million, but also in a short period of time to develop 1000 online agents, and Joyth win the secret weapon, is the use of corporate blog.

Joyth production and sales of Korean women's clothing, in the enterprise began to determine the positioning of the blog, the hope that through the Enterprise blog Development Agents. At the beginning, the content of the blog is inevitably to release product information and agents to join the rules. Later, in the blog experts "fingers Sand soft" help, the idea gradually clear, pass out such a thought: Joyth willing and agents grow mature, corporate blog is a dance platform. After the positioning is clear, all the columns of Joyth blog are set up for this position, each article will answer a question "who we dance with."

Joyth's blog posts are clearly categorized. The general agent to change the rules of accession into the "Vendor growth plan"; introduce the boring product information with the humanized narration, explain the improvement of customer service in every detail, keep the communication with each other in time, respond to all kinds of topics in a timely manner, record the growth story of the agent, and show the enterprise culture, the more exquisite, The more real, the more influential.

A year later, Joyth's corporate blog changed dramatically, with a 2.3 million visit and 2-3-day articles, with 27 comments per article.

Through the blog has been interacting with nearly 200,000 users, the number of visitors per day is 5500, some messages are want to do Joyth shop agent, some messages are direct feedback from customers, such as enterprises in the delivery, service problems, clothing quality issues, Joyth the relevant responsible person is also very frank, Directly in the blog for customer-related issues to respond and deal with.