As the production and consumption of content spread from centralized Weibo and official accounts to Xiaohongshu and Douyin with lower thresholds, KOC replaced KOL as a new force in the field of content marketing, indicating that content marketing is sinking from KOL. And generalization, from the perspective of delivery, the number of effective traffic touchpoints is still increasing. So, how does brand marketing accurately reach target customers through more and more touchpoints?
What the brand needs to do is to increase the investment in the personaliz interaction. Of the brand and the refined user operation, and on the basis of continuous innovation. Use the “mass foundation” accumulated by the brand to build a one-stop private domain ecology, to better serve consumers.
Encircle And Suppress The Social Entertainment
Through the private domain ecology (WeChat)’s own user information integration, a complete user portrait is generated for each fan of the brand , and the basis for personalized touch is built by analyzing their personal files and their behaviors on the official account.
In the past few years, Li Ning has expanded sportswear beyond sports and pioneered the national trend. The company’s strategy of “single Dubai Email List brand, multi-category, multi-channel” has proven to be an effective way to break into China’s booming fashion retail market. According to Li Ning’s 2020 annual report, its net profit rose 13.3 percent last. Year to $261.3 million (1.7 billion yuan), even more than before the pandemic. The reason for this is their increasing emphasis on novelty and brand community.
To Be Immediate Which Can Comprehensively
Basketball, running, badminton, training and sports life are the five categories that Li Ning currently focuses on. “Do all sports equipment” is the characteristic of various sports brands. In the past when the information was not developed, once consumers formed a brand concept, they often became dependent on the brand. In other words, if you recognize the brand of Li Ning, you may choose Li Ning products from basketball, tennis to golf. Now, however, consumers can easily learn from search engines and social networks, which brands are specializ in which fields. As consumers become more and more professional in sporting goods, taking all categories has become the reason for misleading consumers.