Research For The Brand Communication Of Jingdong Mall On The Platform Of Wechat

The emergence of we-media has changed the way people get access to information. In this age where everyone has his own voice, we-media including micro-blog and WeChat are drawing more and more attention. As a brand new media form, micro letter has attracted more than 0.6 billion users since its first appearance in 2011. It has been transformed from a simple instant messaging software into a platform with unlimited business opportunities, with which many companies build its own brand strategy.Jingdong mall is one of the earliest enterprises to carry on brand communication by taking advantage of the platform of Wechat. In 2013, the public platform of Jingdong mall began to operate; On June 2014, Jingdong mall and Tencent had achieved their strategic cooperation and Wechat opened its first level entrance to Jingdong mall. Comparing with previous situation when enterprises could only carry on their band communication through the second level, Jingdong has obviously obtained an advantage. Wechat is born to be a “golden battlefield’ for brand communication. It has almost 0.6 billion fixed users and has multi- ways to disseminate information. The interactivity and stickiness of the users are very strong. All these advantages will definitely make it becomes the main battlefield for the brand communication of Jingdong mall.Wechat is a updating we-media. Its functions first from Wechat public platform, friends circle and “people nearby” to the birth of today’s new functions, such as Wechat red envelop, Wechat mall and Wechat pay have led to the flexibility of the Wechat brand communication way of Jingdong mall. The promotional modes of “totally accurate” and public praise are two common modes of brand communication, however, because of the fast update of Wechat verse, there will appear some new promotional modes in a short time, such as, experiencing-style communication of Jingdong Wechat mall, customized communication and cubic communication and so on. It is also vital for Jingdong mall to choose suitable promotional mode to carry on brand communication in different periods.In February 2013, Jingdong’s WeChat Public Platform published information to the users for the first time,which is the earlier time of WeChat brand communication strategy for Jingdong. For now, various methods for Jingdong mall’s WeChat communication, including humanized service, high quality information, rationalized information push frequency, innovative interactive strategy and give out daily coupons. At present, Jingdong mall WeChat brand communication exists in two aspects: firstly, because of WeChat platform itself, the lack of user account security, fragmentation of user acceptance of information communication, one sidedness and other shortcomings, it will affect the effectiveness of brand communication; secondly, Jingdong mall brand communication model is still not stable enough, the enterprise is difficult to form a complete set of brand communication system. Through the analysis of the brand communication problems of Jingdong Mall with Micro Letter, corresponding countermeasures can be put forward: to build a reasonable brand circle, to strengthen interactive experience, to build feedback database, to encourage users to share ideas and to enrich operation strategy. All above are presented also in the hope of providing certain help to the brand communication of other enterprise.