Wechat -- A New Marketing Mode Tailored To The Garment Industry

< p > nowadays, social networking is changing the way of life and production mode of people. It is also changing the way of marketing and service of garment industry. Because of its unique market characteristics such as fast changing market, strict seasonal requirements, long design cycle, and so on, enterprises are required to change in time and find the best marketing fusion point suitable for themselves, so as to avoid being eliminated.

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< p > recently, with a large number of apparel giants such as van Kee pin competing to test WeChat's marketing, we have brought us into a new marketing field -- WeChat marketing.

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The function of < p > strong > WeChat is: < /strong > < /p >

< p > WeChat, Tencent instant messaging application software, which supports sending voice messages, videos, pictures and text, and can chat.

There are many functions in WeChat, which are "friends in the module", "friends" have 8 functions, namely: friends circle, add friends, check QQ friends, view cell phone address book, view the attachments, shake, shake bottles, share and invite.

In the above modules, there are four main functions that enterprises can use: < /p >

< p > as the name implies is to scan the two-dimensional code of others, and then add it to WeChat friends.

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< p > look at the people nearby: < /p >

< p > that is, people who use WeChat near mobile phones can see that they can greet them and become friends.

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< p > < strong > drift bottle: < /strong > < /p >.

< p > users can choose to publish voice or text and put it into the sea, or "pull" the floating bottles which are innumerable users in the sea. If other users respond, they can start the conversation.

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< p > circle of friends: you can see the latest developments of your friends here.

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< p > the specific application of WeChat in the clothing industry: < /p >

< p > < strong > sweeping: start O2O business activities < /strong > /p >

< p > in mobile applications, enterprises can provide users with discounts and concessions through two-dimensional code scanning. This is an economic and practical benefit, and it is a very effective form of promotion.

Of course, the two-dimensional code has a more potential development trend in the clothing industry, that is, quick online shopping wherever you want.

It is envisaged that in the subway, bus, billboard and even the streets, we can scan the two-dimensional code at any time and place to view the commodity information, and can place the order immediately so that the online shopping can be more quickly and conveniently.

This is in line with the rapidly changing market in the garment industry.

In the current form, the two-dimensional code will soon become a new means of sales payment, occupy the mainstream of online shopping, and become the core development technology of the Internet of things.

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< p > July 1st, Tencent's WeChat micro life membership card launched the first large-scale activity on landmark shopping center in Beijing Chaoyang Joy City. As long as WeChat users scan the exclusive two-dimensional code of Chaoyang Joy City, WeChat can get free Chaoyang Joy City micro life membership card. With the micro life membership card, you can enjoy many preferential privileges. Levi's s, Ma Hua slimming, and Bai Li Shi and other more than 40 Chaoyang Joy City brand merchants become mall micro life membership cards to support businesses.

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< p > < strong > look at the people nearby -- LBS precise positioning marketing < /strong > /p >

< p > click on "see the people nearby", merchants can locate WeChat users around their geographical location.

Through accurate LBS marketing, merchants can directly promote the sale of a large number of channel terminals under the apparel industry line through online promotion.

Imagine that you are shopping with your friends to buy clothes. WeChat suddenly popped up and said that there was a coupon and a discount for a clothing brand nearby. Would you think it was very practical? < /p >

< p > < strong > drifting bottle -- throwing new channel of activity < /strong > < /p >

During the activity, merchants can change the parameters of the drifting bottle, so that the number of drifting bottles thrown up by merchants in the period of promotional activities is greatly increased, and at the same time, the interesting content such as words, voice games and other games can be integrated, which will arouse the enthusiasm of users to participate in P activities.

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< p > < strong > circle of friends -- a new way of word of mouth marketing < /strong > /p >

< p > in April this year, beauty announced that it has become one of the first applications to login to WeChat open platform, and users can share their contents in WeChat.

Zhang Xiaolong, vice president of Tencent, believes that there are many groups of girls on WeChat. This scene is very suitable for girls to share shopping content.

This is a huge word of mouth marketing for the clothing industry.

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< p > besides, on the WeChat public platform, through one to one attention and push, the public platform can push news, including news information, product information and latest activities, to the fans, and even complete the functions of consulting, customer service and so on, and become a CRM system.

And this coincided with the variety of clothing, such as varieties, styles, colors, fabrics, brands and so on.

It can be said that the on-line public platform of WeChat, directly referring to micro-blog's authentication account, provides a mobile website based on billions of WeChat users.

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< p > the core interest of WeChat in garment industry is less than /p.

< p > in the final analysis, WeChat is just a tool, not an end.

Knowing all kinds of benefits that WeChat marketing may bring to enterprises can help enterprises clarify their thinking.

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< p > < strong > first, seize the SOLOMO era of brand.

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< p > as a garment enterprise, in the past, relying on a large number of channel terminals under the line to bring sales, we should now consider how to integrate with online marketing, drive more people to shop or official website for consumption, including how to use the Internet to share products with your consumers. This requires integration of Social (Social Networking), Local (localization) and Mobile (mobile), which is the characteristic of WeChat.

SOLOMO can establish a complete user interaction between the digital world and the real world, and can promote sales by mobile means anytime and anywhere.

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< p > < strong > Second, establishing relationship with consumers.

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< p > in the social network, every brand must establish its own brand image.

We can see that on Facebook, there are many active brands, which are praised by consumers for millions of times every month, and have established strong brand influence in the digital world.

And WeChat has a huge user base with the help of the Tencent, which makes it possible for apparel companies to build their own digital world brand building.

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< p > < strong > Third, marketing implementation.

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< p > WeChat can quickly establish and maintain a positive corporate online image, and promote enterprise products more accurately. At the same time, the effect of WeChat marketing is easier to track and consider.

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In short, WeChat has an immeasurable potential market and industry profit in the marketing development of the garment industry in the future. P

In view of the current development trend, WeChat's clothing online shopping and offline precision marketing based on LBS will become a new trend of clothing sales in the future.

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