How to build a good brand?

　　Now large brands are no longer satisfied with the need to only sell goods. They have all started brand building, which is the need to enhance brand value.

　　How to do a good job in brand building? Creativity is undoubtedly the top priority of brand building. Good ideas can make the money spent by brands and make the brand impress in the hearts of consumers. Creativity is the end of a large-scale event, just like having a party at home, preparing pre-dinner entertainment, cooking a big meal, and preparing everything, but no one comes, everything is futile. Therefore, the role of advertising is to bring people into the factory and mobilize consumers' emotions through different information replacement. Creative performance belongs to the big strategy and rhythm of the entire marketing campaign, but in the Internet environment, it presents more localized features, and its effects and clicks are also targeted by the advertising media.

　　Large-scale events mainly include off-site media and on-site media. Off-site media are also divided into many categories, usually with exposure. Exposure refers to some large outdoor websites and vertical websites, such as the familiar portal websites such as Sina, Youku, Sohu, etc. So what are their advantages? Its exposure effect and influence are great, but its click cost is very high, because this type of media not only plays a role in attracting traffic, but also plays an influential role. There are many effect media, and the cost is very low, but its number is very limited. Effect media is mainly divided into client media and pop-up media. Mobile media is mobile client advertising, SNS media is Weibo and WeChat, etc.

　　On-site media, Alibaba’s website media is expensive first, and second, the conversion rate is very high. It includes network resources such as Taobao, Wangwang, Tmall, etc., which can be divided into creative resources, traffic-guided resources, entry-based resources, instant resources, and offline resources according to attributes.

　　There are seven key points for creating resources in Taonei:

　　The first is to have clear ideas, concise words, and clear action guidelines;

　　Second, words like winning free orders are rarely used, and words like as low as a few discounts are still useful for the time being;

　　The third is that only one day, and the countdown of the hours are often used;

　　The fourth is to adapt to the user's browsing habits, and the main and secondary information typesettings are from left to right and from top to bottom;

　　Fifth, if the layout allows, try to add the click button to highlight the color;

　　The sixth is that the overall color matching should be separated from the overall environment of the flagship store. The better the prom is. Different text information can be separated by color blocks;

　　The seventh is that small signs with guiding roles can all enhance clicks.

　　Creativity is the end of a large-scale event. Under the changing media environment and consumer preferences, there are many more worthy of in-depth research and summary. At the same time, creativity is a very experienced and practical job. No matter how much you have read it, it is better to visit the battlefield in person.

　　Taobao's Si Unicom is a relatively standard resource bit, and its variables will be relatively large. It is affected by categories, and it is also affected by materials, and it has a lot of creative space.

　　In the Manhattan Plan, the core work of Tmall in 2013 is to help merchants strengthen their connection with consumers. Tmall's positioning will change from a simple sales platform to a consumer connection platform. When merchants come here, they first sell things, but not just sell things, but can also help merchants build brands and help merchants strengthen their connections with consumers. This is our core work in the future.

　　Manhattan plans to build an Internet commercial CBD, and the value of brand websites is to move from sales platforms to consumer connectivity platforms. Only on Tmall can you create a platform for consumers, because it is closest to consumers and closest to the flagship stores of all merchants. One is to capture consumers' traffic channels to attract brand owners' own advertisements to brand websites, and the other is to open many resource locations on Tmall. Consumers can do everything they are willing to do when they go to the brand site.

　　The function of message interaction will be slowly activated in June, the function of posting pictures will be activated in July, and more functional modules will be activated later, and third-party applications will be added in the future.

　　The cooperation model of the standard version of brand websites is recommended in the first category, the second is the investment of the marketing department, the third is that if merchants need external traffic, Tmall will cooperate, and the fourth is that the operation of brand websites will give birth to other agencies.

　　The added value of standard brand sites, the first Tmall brand cooperation is preferred, the second activity is preferred, and the third channel special topic is preferred.

　　If you have any questions, please ask.

　　Men 1: I pay attention to the background this month there is a brand activity, is it related to the strategy of this brand? As a seller on Tmall, on the one hand, there are more and more resources and more confusions. I don’t know how to choose. Sometimes I spend a lot of effort to find that I don’t have enough knowledge and it’s easy to give up.

　　Zhouchuan: Now that the brand site is opened, many modules are currently free and may be charged in the future. Brand Street is the entrance to future brand stations, and some functional modules may be charged in the future.

　　Ms. 1: My products are relatively niche and sell minority stage performance clothing. When we are doing promotions in this category, we encountered a dilemma. Women's clothing category is women's clothing stage clothing, men's clothing category is men's clothing stage clothing, and I can't participate in each category activities because it is not very matched. We need media marketing outside the site. Customers who purchase our products have a habit. They will watch the video first and then buy clothes based on the video. It will be very good if we attract traffic through Youku. I want to know how to work with them.

　　Zhouchuan: The most direct way is to spend money. You can contact them directly. I suggest you really have a big budget to attract your flagship store. If you want to accumulate customers, then attract them to the website.

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