When Traditional Textiles Collide With Social Marketing

A friend recently told the author that he was founded with a partner.

For everyone in the textile and textile industry, social media marketing seems far fetched, because the long-standing traditional E-business has not yet been widely popularized in these industries, especially in those industries.

So, what is the social media?

This is a concept that only appeared in recent years. Generally speaking, it is an interactive media. It is a new type of online media that gives users great space to participate. The typical examples are micro-blog, blog, Wiki, podcast, forum, social network, content community and so on.

In fact, the broad social media includes all social networking platforms such as public comment, Baidu know, Youku and so on.

Tory Burch (Tori Birch) is very popular among young people in the United States.

According to the relevant surveys, the vast majority of China's local textile and apparel brands are not yet perfect or even have a social networking service strategy, and there are still a few brands involved in social media marketing.

Take Sina micro-blog as an example, at present, there are only a dozen brands of clothing brands that have been certified by Sina and have been listed in the brand hall. Among them, the more successful Lining brand has established a fan tribe of more than 40 thousand users since it opened Sina micro-blog in March 2010.

Other clothing brands that opened Sina micro-blog in the same year grew slowly.

In contrast, the international brand ZARA, which opened Sina micro-blog in May 2010, now has more than 75 thousand fans. In October last year, Sina micro-blog's LV user fans quickly exceeded 40 thousand.

Micro-blog is regarded as the "bridgehead" of social media marketing.

In June 25th, the "2011 Sina micro-blog Summit Forum" held in Guangzhou uploaded the message that social media marketing has been moving from concept to practice in China. At present, over 30000 enterprises have launched official micro-blog in Sina, enhanced their interaction with users through micro-blog, promoted the brand of enterprises, and promoted online sales.

In order to help more advertisers better develop social marketing, Sina has already tested micro-blog Business Edition for some brand customers, and will launch social ads in the near future.

There have been some successful cases in social media marketing, but most of them are in the field of well-known brands.

McDonald's through the "do not house, meet" theme activities, with the help of Renren, which is a popular interactive communication platform among college students, will connect consumers from the Internet to McDonald's.

COFCO and Sina micro-blog jointly launched the "Better Life @ COFCO" campaign, through netizens for childhood games, memories of the taste, what to eat tonight and other topics to share, on COFCO "chain of good life" proposition has a more profound understanding.

And Starbucks is through the my star buck idea platform, allowing users to think about Starbucks's products and services, giving full play to the expression of consumers' wishes, so as to facilitate the collection of feedback information and enhance the quality of products and services.

In addition to thematic activities and exchanges, some big brands also socialized marketing through microfilm, micro music and other forms.

The micro film "instant trigger", which was filmed by Cadillac and Daniel Wu, is the most notable concern of Highway 66, which is co operating with Karen Mok.

In the current situation, social media seems to be more suitable for direct contact with consumers, and is suitable for more well-known enterprises.

For fiber enterprises such upstream link, it is difficult to intervene hastily.

However, there are two key words in the field of social media: UGC (user generated content) and CGM (consumer generated media).

The most important feature of social media is that it gives everyone the ability to create and disseminate content.

That is to say, as long as there is product output and user needs, there is theoretically the value of social media dissemination.

However, compared with the terminal products that can enter thousands of households, fiber and other highly specialized upstream products need more targeted content and measures in social marketing. They also need to change their past face and boring patterns, and create a value with vivid and innovative modes of dialogue and communication with users.

At present, social marketing is a trend even though it is not a business model that has been formed.

Brand owners consciously or spontaneously participate in it, and the discussion of this emerging thing is more and more thorough and extensive.

In the process of textile and garment enterprises, it is also possible to excavate unexpected value.