Network Community Provides A New Platform For Clothing Marketing

　 The online community refers to the online communication space including BBS/forum, post bar, bulletin board, group discussion, online chat, making friends, personal space, wireless value-added services, etc. The online community with the same theme gathers visitors with common interests. Chen Xiao said frankly that Baidu's "Post Bar" and "Know" are both online communities. At present, almost all famous brands have their own brand network communities. Consumers interested in the same brand may break into these brand network communities to discuss the value and life of the brand, understand the brand information, put forward suggestions on the brand, and achieve brand entertainment.

The online community not only has visitors with common interests, but also can be a new direction of brand product marketing. ”Chen Xiaoru, general manager of Baidu Shanghai Key Account Department, said at the Win Times Search Engine Marketing Conference held by Wenzhou Science and Technology Museum. Chen Xiao, who took the lead in speaking, gradually introduced listeners to the topic of "emotional interaction in online communities" with his understanding of online marketing.

　 　 network Community, a platform for precision marketing

The online community refers to the online communication space including BBS/forum, post bar, bulletin board, group discussion, online chat, making friends, personal space, wireless value-added services, etc. The online community with the same theme gathers visitors with common interests. Chen Xiao said frankly that Baidu's "Post Bar" and "Know" are both online communities.

Any famous brand has its own post bar with a certain degree of attention. In order to help the brand better position a brand's consumer group, we can understand the potential target consumers of the brand or the main group of competitors by analyzing the level of its followers, such as the occupation and age of the followers. According to these analyses, we can determine the target and marketing strategy of brand marketing, so as to achieve precision marketing.

At present, almost all famous brands have their own brand network communities. Consumers interested in the same brand may break into these brand network communities to discuss the value and life of the brand, understand the brand information, put forward suggestions on the brand, and achieve brand entertainment. These netizens wandering in the brand community are undoubtedly brand lovers, and they are likely to develop into brand consumers.

Network Community, the Carrier of Emotional Marketing

Maslow divided human needs into five levels: physiological needs, security needs, social needs (friendship and belonging needs), respect needs, self realization needs. In the post crisis era, consumers who have met their physiological and security needs will inevitably rise to the need for consumer brand emotion. The online community refers to the regional community of life, so it is easy for the online community to become a carrier of emotional marketing.

In fact, the online community has met some of people's needs: first, the need for friendship. Everyone hopes to get love and love others; The second is the need to belong, hoping to become a member of the group and care for each other. Therefore, online community is easy to realize emotional communication, emotional service, emotional communication, and also easy to become the carrier of brand emotional marketing.

　　 Online community, a marketing model "deeply rooted in the hearts of the people"

It is reported that most of the Fortune 100 companies currently use online communities. Among the Fortune 100 companies that use online community marketing, 95% use online communities to release news and announcements, 80% use online communities to provide customer services, and 76% use online communities to conduct transactions and promotions. At the same time, Fortune 100 enterprises also have a large number of followers.

When internet When the SNS trend is in full swing, the traditional network marketing is setting off a new revolution. A series of figures show that enterprise marketing is changing from the traditional B2C model to the C2C model Marketing pattern. Brands no longer only care about how extensive the advertising coverage is, but also pay more attention to whether the brand is truly popular and causes interaction.

There is no doubt that online community is becoming a new marketing carrier accepted by consumers, and the "people to people" communication mode has contributed to SNS The formation of the network has not only deepened emotional marketing and saved marketing costs, but also, in the Internet environment, through online community marketing, the brand will fall on the lake like a stone, and its brand influence will expand to the market circle by circle.