Beijing Shopping Mall Tries Micro-Blog Marketing &Nbsp; Mainstream Stores Break Tradition.

Optimistic

Mainstream stores open micro-blog

At present, micro-blog's "hot" has spread to Beijing's shopping malls.

The Financial Street shopping center, the main high-end consumer, has also officially become a "micro-blog family".

By 18:40 the day before yesterday, the number of fans in Financial Street shopping center has reached nearly 300.

In fact, the micro-blog craze in Beijing shopping mall began last year.

At present, after Zhongyou department store (micro-blog) and Jun Tai Department Store (micro-blog), most of the mainstream shopping malls in the new world department store and the contemporary shopping mall have already opened official micro-blog.

In the earlier shopping malls that opened micro-blog, there were more than 13 thousand fans in Chaoyang Joy City, and thousands of fans in Zhongyou department store, Jun Tai Department store and new world department store.

Compared with the number of fans in Hongkong Harbour City, which has been successfully launched in the early days of micro-blog and has been successfully operated by the industry, more than 200 thousand fans still have a certain gap.

Breaking the traditional marketing formula

Because it can interact with audiences and facilitate communication at the same time, micro-blog has shown the advantages different from the traditional marketing mode.

Micro-blog, a reporter who visited several shopping malls yesterday, saw that the introduction of "dry" business in the past was replaced by a rather infectious picture.

A number of consumers who have already bought goods have made a great contribution to the reference value and credibility of this promotional information through their "personal comments".

Reporters also found that micro-blog not only realized the interaction between consumers and businesses, but also built a bridge between brands and shopping malls.

Micro-blog, a shopping mall in Financial Street, has been attracted by brands such as lac, I.T and other brands.

There is room for improvement in communication.

Although the contribution of micro-blog marketing to sales performance is difficult to measure with data, but with the increase of attention and the number of fans, the promotion of shopping malls through micro-blog marketing is really real.

However, although the main shopping malls in Beijing have already opened micro-blog, its dissemination capacity and scope of information dissemination still need to be improved.

For example, Hongkong Harbour City, which has a high degree of concern in the domestic market, has released dozens of micro-blog's forwarding messages, which is obviously different from the frequent forwarding of thousands of micro-blog hotspots.

In the eyes of business experts, this is somewhat casual with micro-blog in the domestic market, and it does not matter if micro-blog marketing is not as important as the activity marketing.

In fact, compared with the traditional marketing modes such as SMS alerting, posters and sending mail, the promotional information released by micro-blog is no longer the same as DM, which is more widely advertised and has more potential for growth.

In addition, the micro-blog released by the mall does not need all the promotional information of shopping malls and brands, and timely releases the focus of social hot topics. Through reprinting, the visibility of shopping malls can also be disseminated and promoted.