How to Distribute Brands in Home Textile Industry in Mobile Internet Era

Into the mobile Internet era, users spend more time on the screen of mobile terminals, but rarely see your brand. Your brand is not far from outman. The basic concept of a brand is branding, but you can't see you all day long.

Many companies emphasize through traditional media that “My product is very good, my quality is high, and my service is excellent”. However, this kind of information that Wangbao sells and boasts is basically invisible to consumers.

Companies are talking about their own brands and trying to spread and popularize them through controlling media and buying out media. It does not know that the media you bought was losing influence.

Finally, you will find that this way of transmission will have a crisis in the future.

One of the evasive crises based on a single weak-perceived media is based on the idling of a single weak-perceived media. What is called weak perception media. The media that your potential target customers can't see will be weak perception media.

For example, one of my friends, their company is a female white-collar worker, has previously been a TV commercial for a TV show in a regional market. This is their long-term media strategy. It was relatively effective in the early days, and the brand has a certain popularity among female groups. .

However, starting from last year, it was found that the decline in sales performance and market share was relatively clear.

Now for them, the television media is the weak sense of idling media, and what success it has helped you in the past.

Moreover, your brand awareness is not weak among the customer groups. What is weak is the long-term visibility of your brand and the vitality of the brand.

Later, I helped him to design a multidimensional three-dimensional communication system around Baidu Encyclopedia, Weibo, WeChat, e-commerce sites and communities, and offline activities. After half a year's testing, his sales performance has greatly improved, and more importantly, Its marketing cost has been reduced by almost 3/4.

The second part of the consumer crisis in our center era is mainly reflected in the fact that consumers have completely entered the "Our Center Age." Now consumers' judgments on anything are more inclined to the media or channels they have learned, and previously single and monopolized information. The influence of the pipeline on consumers is gradually weakening.

For example, this year's CCTV 315 oolong farce, CCTV's "doing news" method, and the means to pull the black company are widely questioned in the era of social media. Of course, CCTV has also brought joy to everyone because of its choice of "pig-like" teammates.

This also shows that consumers' judgments no longer tend to rely on single media and channels. Consumers have many social media around them and Weibo and WeChat will play an increasingly important role.

On Weibo, we can listen to celebrity speeches, voices of authoritative people. This kind of speech and voice are somewhat better than reporters who do not know the name or do not know the sex. The former is your daily concern, and they have changed. As part of your information channel, you have a trusted basis for them.

WeChat is even more terrible. In WeChat, we are based on a strong relationship. We are seeing information feedback provided by the circle of friends. Based on the publicity of friends, for you, black can become white. White's ability to become black is due to the fact that information sources add to the foundation of trust based on relatives and friends.

As a result, the diversity of consumer information channels and the role of social media have led to the gradual emergence of authoritative media into one of the channels of sounding. You say that you, I believe in me, have become the norm of a new media era. .

At this time, consumers' IQ is often based on "I." If the business is still starting from the point of view and cannot enter the individual consumer-"I" era, many of your actions are basically white fun and self-entertainment.

The third threat to the brand's fingerprint installation of potential loudspeakers is based on past behaviors of human flesh, excavation and secondary sound reinforcement. I often say that a concept is a brand fingerprint, which, like the fingerprints left by many crime scene criminals, will become an evidence for you at a certain time node if you have had a disrespectful behavior or event.

Remember, in the age of social media, what you spread in society, what you say, what you say, how you speak, your language, your attitude, will precipitate and become your brand's fingerprint.

The brand's fingerprints are many, Guo Meimei's show off is the brand's fingerprint of Guo Wei, Lei Zhengfu’s sex video is the brand fingerprint of Lao Lei, Liu Zhijun’s and Ding Shumiao’s transactions are the brand fingerprints of Liu Span’s... These actions are Occurred in a certain time and space in the past, once inadvertently overturned, the original brand was instantly overturned.

If the company does not have a correct brand idea or marketing idea, it will lead to distortions in its sales process. Before the consumer interest and corporate interests determined the profile, some companies chose the latter. From then on, the brand's fingerprint became a brand taint. Once someone had an insight into the crime scene, the credibility of the company and the image of the brand would fall into a loss. abyss.

In the past few years, companies that have suffered losses in succession may not have counted us.

At this point, I would like to advise the company that the past is now and the past is in sight. The company must be self-reliant and keep the brand's behavior clean.

The strategy of brand communication in the crisis era described the three crises in the era of mobile internet. First, media coverage that does not center on mobile phone screens has gradually become a kind of weak self-aware media; second, it has not penetrated into customer-centric “I”-driven communication and has increasingly lost its trust base; The extensive behavior management of brands that do not care about their own weight and checkpoints will certainly leave the time of the detonation of the brand crisis.

So what is the communication strategy to deal with this brand crisis?

One to one, the same three points:

First, penetrating into the screen of the mobile phone, allowing the "one click to happen".

Second, let customers drive themselves and form a brand communication node;

Third, adhere to the positive energy transmission and deliver the brand "good voice";

The author uses Citibank as an example to discuss these three key points:

First look at the penetration of the phone screen, Citibank did a lot of microblogging marketing some time ago.

The content of Weibo is as follows: When we leave, we will send them together; Gentle and subtle gifts have always been the method of Chinese sentimentality. Now a special expression has been born. # World by you, Citi activation # Apply for Citi Gift Card, your gift bonus points can be transferred to your friends and family at any time to enjoy more points fun. Who do you most want to give gifts to? Fast @ TA!

By using your gift card points as a gift, you will have a virtual gift carrier, which is very suitable for transfer and distribution. The information is also easily spread through social media.

Second, self-driven design. This way of sending points for gifts is actually a friendly expression. With friendship, affection, love, and other good feelings, points can only be the carrier for instant transfer, and more important is the expression and exchange of emotions. At this point, customers have the enthusiasm and desire to participate. The information delivered by enterprises can hit their inner real needs and drive customers to engage in the spread and spread based on interpersonal relationships.

Finally, positive energy spreads. Citibank encourages more customers to take points out for sharing, and to do a social good together. Donate children in impoverished areas to take a look. This kind of activity not only makes the efficiency of the points bigger, but also makes the whole activity more active. Through positive energy guidance, the “I” behind the points feels a kind of power. All participants are linked together by common public interests and common goals. They not only do charity but also make their idle resources play a valuable role.

Citibank itself has activated the value of existing points and put it into play. It has not invested extra resources and has easily penetrated into the user's network of interpersonal relationships. Through sharing with friends, the user's value has been enlarged in the sharing, and subtle changes have been achieved. The brand's high value penetration.