Suning Weibo marketing play the Edge

Although the suspense of the "Wednesday meeting" of Suningyun executives ' Li bin has already been solved, the controversy over the football microblog is still fermenting.

Li Bin, who published a microblog about Suning and Chinese football, sparked an afternoon surge in shares, despite a muted share price yesterday. He believes that Li Bin, as a company executive, should not disclose new business on Weibo. There is a suspicion of leaking inside news, the praise said, Su Ning has already started to "play football", Li Bin is not the first time to release the football microblogging, this time the World Cup again for product marketing, does not violate the rules, and the angle is novel, the effect is good. As for the short-term rally, it should be a a-share capital of the World Cup concept of speculation caused.

In accordance with the Securities Act, the information that is not yet disclosed which is relevant to the company's operation, finance or the market price of the company's securities is a matter of insider information, including the major changes in the establishment of important contracts, business policies or business scope, and significant changes in the shareholding structure. From this point of view, Suning and Barcelona, including campus football, fan positions, publicity and other areas of cooperation and Wednesday to the Barcelona trip to release Suning easy to buy new products, whether it is called insider information is really difficult to say. However, in the Monday World Cup concept has risen, Li bin in the share trading session issued this micro-blog, playing the edge of the marketing approach is still questionable.

With the advent of various new media, more and more listed companies and their senior executives use of new media tools such as blogs, microblogs, micro-letters, video, mobile TV, etc. as an important means to promote the company, Shenzhen-Shanghai exchange also launched a listed companies and investors online interactive platform. Micro-blog information caused by the stock price of the case is also common, such as the active public, the Shanghai home stock also experienced a short-term decline. The recent micro-credit leaks in Citic Securities have sparked a market's wariness and criticism of these new media tools.

Therefore, it is necessary for the regulatory layer to disclose the time of information on these platforms, content, methods and so further refinement, norms, and market investors continue to listed companies and executives of micro-bo, micro-letter as a key channel to obtain stock information, but also pay attention to the identification of various types of messages authenticity, timeliness, importance, After all, the concept of speculation easy, performance promotion is not easy, and fried and cherish.