Weibo - Water and Fire in Home Appliance Network Marketing

HC home network original: Weibo, the hottest communication platform in 2010, not even a 'bib', but also embarrassed to say hello to people! So the stars are on the Weibo, the grassroots are not lonely, join the mighty words, and some even become the leader of the right to speak. Nowadays, the development of Sina Weibo is relatively mature. On February 5, 2011, Tencent announced that Tencent Weibo registered users have exceeded 100 million mark. Since ancient times, there will be a shadow of marketing. In the field of home appliances, Haier, Gree, Midea and other home appliance giants have established their own official Weibo, and the performance is quite active, accumulating tens of thousands of fans. Weibo itself is in line with the characteristics of communication and self-propagation. It is seen by more and more businesses with huge commercial value and promotion opportunities. Enterprises have also opened their own enterprise Weibo, using Weibo platform to promote enterprises or products.

New battlefield for home appliance marketing

According to research data from the world's largest media investment management group, Group China and the new generation of market monitoring organizations, Weibo has the highest level of trust compared to other social media. 65% of people have followed the brand on Weibo. One is that he will forward and follow the brand when he sees new information. In addition, he will make the brand his own attention and participate in the brand-initiated activities. . And the 74% of the brand is followed by the likes of the brand, followed by the brand to initiate interesting interactive activities.

After 2010, Haier Electric, TCL, Suning Tesco, Wuxing Electric, Taobao Home Appliances, Gree Air Conditioner GREE, Chigo Mall and other home appliance companies took the lead in setting up an account on Weibo for “soft promotion”. After Christmas and New Year’s Day, the results were remarkable. More and more companies have registered Weibo, and business leaders and staff have also settled in, including Liu Qiangdong, president of Jingdong Mall, Huang Qijun, president of Vantage, Liang Qichun, general manager of TCL Group Brand Management Center, and Wang Ruiji, deputy general manager of Hisense Kelon Marketing. Luo Bin, assistant to the president of Vantage, has tens of thousands of fans. In addition to drying his emotional expression, he will certainly not forget the marketing company.

According to the survey, 83% of Weibo users surveyed said that they can accept the release of information about products and brands in Weibo, indicating that Weibo users have certain tolerance for brand marketing in Weibo, and Weibo users are also interested in others. The attitude of brand information mentioned in Weibo is basically positive. Users who are concerned and feel more attractive account for 50% and 35% of the total, and only 10% will be disgusted. Nowadays, some of the larger home appliance brands have already entered the million mark every year on the Internet. Even some budgets have already passed the threshold of 10 million, but Weibo can spend no money, as long as it is operated properly. It can transform the popularity of Weibo into a booster for corporate reputation, establish a good image for the company, enhance the reputation and eliminate the sense of distance. This is undoubtedly a new battlefield for modern enterprise marketing.

a sharp double-edged sword

The role that Weibo assumes is communication, and it is always communication. The function of the official microblog of the enterprise is very simple. It is just the identity of a netizen, but it is very complicated. The "they" directly face the consumers, so they are also responsible for customer service, after-sales, brand promoters and so on.

According to the high communication efficiency of Weibo, the company can quickly promote the popularity and promote new products and services by inspiring the spread of Weibo users, and also reduce the low-cost marketing of enterprises. For example, in the Gree air-conditioning "Happy New Year" event, a text on the official Weibo that won the New Year U series air-conditioner award was only 2,126 times and 2,536 comments were made in the two days from the 8th to the 10th. The microblog of enterprise microblogs wants to be hacked to death in other people's fast knives. They have to establish their own user groups and establish relationships with journalists, bloggers and other media people. How can these people quickly serve them in Weibo? The story seeks the final information, and the company conducts public relations crisis and public opinion monitoring through Weibo tracking, and finds problems in a timely manner.