ABC Children's Wear United Sina Thinking: Brand Marketing in the Age of Online Media Monopoly

The impact brought by the Internet is extensive and profound. One of its manifestations is the close cooperation between corporate brands and online media. Recently, in order to accelerate the pace of brand marketing, ABC, China’s leading children’s products brand, has successively launched strategic cooperation with Tencent’s children and Sina Parenting, which strongly reflects the era of brand marketing under the monopoly of online media.

The rapid development of the Internet has had tremendous impacts on all aspects of society. The most significant impact on the economy has been to cause the largest consumer groups to have the greatest split in history. Older people still adhere to traditional positions such as television, radio, and newspapers. The younger generation is more inclined to emerging media such as the mobile Internet. As children's wear, the direct consumer is a child, ie "1" in the "4+2+1" family model. This is also the new mobile humanity in the future. The buyers are part of the "4" or ancestors. They are traditional media. A loyal audience, and most of the purchasers belong to "2", the young mom and dad, who are currently the main force on the Internet. Compared with traditional media, the biggest advantage of online new media is its high degree of interactivity. This just caters to the hobby of being the main force of the Internet, that is, young people. On such a platform, you can gather popularity, let everyone discuss issues, and you can make friends. Friends are extremely valuable for maintaining brand loyalty.

When the time changes, ABC children's clothing looks at the situation, and realizes that it is necessary to rapidly increase brand awareness and reputation. The spread of the traditional media alone is limited, and the powerful communication power of the new media cannot be ignored. As a result, ABC Children's Wear launched a new model of strong new media cooperation with the advantage of “information monopoly”. The strategic cooperation with Sina Parenting and Tencent Children is the most obvious case. It is reported that ABC Children’s Wear initiated the strategic cooperation relationship with Tencent.com Children’s Channel and jointly created a “Sweet Boy” section. This year’s Children’s Day was formally launched on the Children’s Day, with big brands, big media, and big marketing. The column triggered a new trend of strong children's fashion; while in a strategic cooperation relationship with Tencent children, in July, ABC Children's Wear teamed up with Sina Parenting to achieve strategic cooperation. This is a key measure for ABC children's clothing to rapidly seize China’s preponderant children’s online media resources. .

Why Tencent Children and Sina Parenting? In addition to seeing Tencent.com and Sina.com’s huge communications strengths in the era of online media monopoly, the accurate matching of Sina.com’s parenting and Tencent’s children’s audience is also an important reason for ABC’s selection of children’s clothing.

Tencent Children's Channel has the most safe, healthy and educational content for children aged 5-13, and has gathered a large number of parents concerned about the healthy growth of children. Sina Parenting is one of the most authoritative and professional Chinese parenting websites in the country. It has 1.8 million registered users and more than 5 million active members. It is loved by parents and netizens 25 to 34 years old. Tencent Children and Sina Parenting both have a high degree of consistency and consistency with the potential core consumer groups of ABC Kids. It can be said that reaching a comprehensive strategic cooperation with Tencent Children and Sina Parenting is a manifestation of ABC's children's clothing “double-sided tape” strategy. It fully integrates the mother group and achieves direct communication and interaction with children. At the same time, it also communicates with traditional media such as CCTV children. Advertising forms a kind of dislocation and complementation, opens up a new marketing channel, realizes differentiated communication, and achieves good brand promotion effect.

In fact, both traditional media and online media have certain limitations. The highest realm of brand marketing is the rational use and full integration of media resources. Only by learning from each other and complement each other can we achieve the most effective and accurate brand communication and maximize the effectiveness of brand communication. Therefore, in addition to the large-scale operation of the online media platform, ABC Children's Wear also integrates mainstream media resources such as television, newspapers, magazines, outdoor, and terminals, plus several heavy-duty landing activities to build a multi-dimensional integration of height, breadth and depth. Brand communication system. Under the brand marketing system of the era of network media monopoly, adopting accurate media communication to create the most valuable network media propaganda effect, shaping the most optimized brand image and spreading the most influential brand value. ABC children's clothing is China's children's shoes and clothing supplies. The industry has made a good exploration.