Marketing strategy of textile enterprises: Earn “eyeballs” first and then make money

Textile Industry Information: Marketing Strategy of Textile Enterprises: Earn 'eyeballs' first and then make money. In fact, playing marketing on social networking sites is not new for a long time, but consumers love to eat this one, and major brands are also tirelessly operating their own public accounts, playing tricks from time to time, and sometimes they can really achieve it. Good results, let's take a look at how these shoe brands do it.　　 Earn “eyeballs” first and then make money　　 Last year was a sad year for Adidas. Its stock price fell by 38%, and it even lost to Under Armour in the North American market and fell to the third position. Adidas finally took off in March of this year, launching 50 colors of sneakers in one breath, and in order to cooperate with this new release, Adidas also frequently attacked on social networking sites to earn enough attention.　 　 First of all, Facebook. As a still popular social tool, the daily video views on Facebook alone have reached 3 billion times. Adidas and designer Pharrell Williams took the birth of this Adidas Originals Super Color series into behind-the-scenes footage. When the new sneakers went on sale, they put the video on Facebook and gained 600,000 views in just a few days. , The brand also took photos of these shoes in various shapes and uploaded them to Instagram, and easily received more than 300,000 “likes”. Although the official sales status of this sneaker has not yet been announced, according to the interface reporters inquired about many Adidas stores in Beijing and Shanghai, it was learned that this sneaker 'is sold out of few pairs.'　　 Reasonably guide fans to discuss 　 　 In March this year, New Balance launched a commercial directed by the well-known director Mary Schuler. This commercial called 'NBFootball' was starred by eight stars Ramsey, Gianuzai, Kompany, Nasri, Fellaini, Negredo, Navas, and Cahill. New Balance has always used jogging shoes as its main product, and from this advertisement, it looks like it is about to enter the football field.　　 As early as December last year, a well-informed NB fan got the news and spread it on social networking sites. Then when New Balance uploaded the advertisement to YouTube, the discussion expanded rapidly. The brand also created the hashtag #NBFootball and shared it on Facebook, Twitter, Instagram and other websites. At present, the number of views on Youtube alone has exceeded 1.5 million, although the new football shoes and jerseys will not be released until July this year. , But the interaction on social networking sites has already warmed up the product.　　Learn to use fun social tools　　Snapchat is a social tool that has been popular in the United States in the past two years. With this application, users can take photos, record videos, add text and pictures, and send them to friends. The main function of the application is that all photos have a life span of 1 to 10 seconds. After a user takes a photo and sends it to a friend, these photos will be automatically destroyed according to the user's pre-set time. The American shoe and bag brand Rebecca Minkoff has a soft spot for the social software Snapchat, not only using it to broadcast live fashion shows, but also holding a 'treasure hunt' at the 'South by Southwest festival' in the United States— -As long as fans complete the challenge task announced by Minkoff on their Snapchat account, they will get a ticket to the music festival held by Neiman Marcus for the 'Superwoman'. The same long-sleeved luxury brand on social networking sites is Christian Louboutin. In early January of this year, they cooperated with the visualization platform Olapic to launch a project called #LouboutinWorld on the three major social media of Facebook, Instagram and Twitter, inviting fans and consumers. Share the products they purchased on the three social media, and add the topic #LouboutinWorld, the uploaded pictures may be selected by the designer and put on the official website of Christian Louboutin. This marketing campaign had an immediate effect. 'In some Middle Eastern countries, customers who come to our store will show the clerk the photo on their phone to show which style they want to buy.' said Alexis Mourot, chief operating officer of Christian Louboutin. .　　Finding business opportunities in interaction with fans　　For those designer brands that have not been born long, how to help the brand do better in the interaction with fans, social networking sites become more important at this time. Sophia Webster, a cutting-edge footwear designer in the United Kingdom, has done a good job. She used to be the assistant of footwear designer Nicholas Kirkwood. She just established her own brand four years ago.