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ABC children's clothing with Sina thinking: the era of network media brand marketing
With the change of the media environment and the Internet in our country, the online media started to become bigger and stronger. Eventually, the four major portals of China led by Sina, Tencent, Sohu and NetEase became "media monopolies." In this "four major portals" Tencent and Sina's status is beyond doubt. According to statistics, Tencent has become the largest Internet company in Asia and the third largest in the world. It is the largest user company in China. The number of individual registered accounts in Weibo has reached 540 million with daily average of over 100 million active users. Sina Daily average of 22.5 billion page views, daily average of more than 100 million unique visitors, known as "Internet CCTV-class media platform." The impact of the Internet is extensive and profound, in which close cooperation between the corporate brand and online media is one of its manifestations. Recently, in order to speed up the pace of brand marketing, ABC, the leading brand of children's products in China, has launched strategic cooperation with Tencent Children and Sinai Children's Parenting in succession, embodying the characteristics of brand marketing under the monopoly of online media. The impact of the rapid development of the Internet on all aspects of society is enormous. The most significant impact on the economy is the result of the largest split in the history of the huge consumer groups. The older people still stick to the traditional positions of television, radio and newspapers, The younger generation is more inclined to emerging media such as mobile Internet. As a children's clothing, direct consumers are children, that is, "1" in the "4 + 2 + 1" family model. This is also the future of mobile Internet new human beings, part of the buyer is "4" or ancestors, they are traditional media Loyal audience, and most buyers are "2", that is, young parents, they are now the main force on the Internet. Compared with traditional media, the biggest advantage of online new media is the high degree of interactivity, which caters to the hobby as the main force of the network, that is, young people. On such a platform, we can gather popularity, let people discuss problems, and make friends Friends, for the maintenance of brand loyalty has a very high value. Changes in time, ABC children's clothing size up the situation, and aware of the need to rapidly enhance brand awareness and reputation, the spread of traditional media alone is limited, a powerful new media force of transmission can not be ignored. As a result, ABC Kids launched a new mode of cooperation with the strong online new media with the advantage of "information monopoly". The most obvious case is the strategic cooperation with Sina Parenting and Tencent Children. It is reported that ABC children's clothing first launched a strategic partnership with Tencent network of children, jointly create a file "tide child" section, officially launched this year's Children's Day, big brands, big media, big marketing, "tide child" Section triggered a new wave of children's fashion; with the strategic partnership between Tencent children at the same time, in July, ABC children's clothing and Sina parenting to reach strategic cooperation, which ABC children's clothing quickly grab the dominant online media resources of key children initiatives . Why choose Tencent children, Sina parenting? In addition to spotted Tencent, Sina network media monopoly era under the great advantage of spread of power, Sina parenting, Tencent children's audience accuracy coincidence ABC children's clothing is also an important reason for the choice of cooperation. Tencent Kids Channel offers the safest, healthiest and most educational content for kids 5-13 years old and brings together a large number of parents who are concerned about the healthy growth of children. Sina Parenting is one of the most authoritative and professional Chinese parenting websites in China, with 1.8 million registered users and more than 5 million active members. It is deeply loved by 25 to 34-year-old parents and netizens. Tencent children, Sina parenting two platforms are with ABC children's clothing potential core consumer groups have a very high degree of consistency and consistency. Can be said that with Tencent children, Sina parenting reached a comprehensive strategic cooperation is ABC children's clothing "double-sided adhesive" strategy reflects the full adherence to the mother group, but also to achieve direct communication with children, at the same time with the traditional media such as CCTV children Advertising form a dislocation and complementarity, opened up a new marketing channels, to achieve differential communication, to achieve a good brand promotion effect. In fact, both traditional media and online media have some objective limitations. The highest realm of brand marketing is the rational use and full integration of media resources. Only by complementing each other and complementing each other can the accuracy and effectiveness of brand communication be most effectively achieved. Therefore, ABC children's clothing in addition to large-scale network media operation, but also integrates television, newspapers and magazines, outdoor, terminal and other mainstream media resources, coupled with a few heavyweight landing activities to build a combination of height, breadth and depth of multidimensional Brand communication system. Under the brand marketing system of the era of network media monopoly, using accurate media communication, creating the most valuable media media publicity effect, shaping the most optimized brand image, spreading the most influential brand value, ABC children's clothing is the Chinese children's shoes and apparel products Industry made a good exploration.