Research On The Brand Communication Of Xiaweiyi Under The Mode Of SoLoMo

SoLoMo is the new trend of online media which under the context of the Internet,including the three attributes of Social,Local and Mobile.These three attributes are the main reasons of the brand communication activities which have a great changes.So,the mode of SoLoMo is the background of this article.And at this time,the consumers have become the main part of information acceptance,and the content of information received has become more and more novel.In the other hand,the traditional brand communication methods have not been able to satisfy the consumer’s psychology,and we should also know that the brand homogeneity has been more and more serious,the information of the brand is becoming more and more difficult to convey to consumers.Therefore,the companies must adapt to the new trend of the SoLoMo and change their brand communication strategies to achieve a good brand communication effect in the SoLoMo era.At present,the transformation of the economic development of Shanxi is the only way which must be passed across,and SMEs to a large extent reflect the economic level of a region.Therefore,in terms of Shanxi Province,promoting the rapid development of local SMEs and setting up an excellent corporate culture of local companies is particularly important.Xia Weiyi,a large-scale clothing retail management company in Shanxi Province.It is necessary for Xia Weiyi to find the problems and correct them,and grow up healthily.This article use the title of Research on the Brand Communication of Xia Weiyi under the Mode of SoLoMo and through Xia Weiyi’s development history and its current market environment,and analyze a series of problems in three elements: Social,Local,and Mobile.The first is shopping guides do not have in-depth understanding of consumer needs and only stay at the transaction level,the second is the physical stores do not have an effective database and information push is blind,the third is consumers have long queues for offline shopping and prone to resent emotions,the forth is the brand communication is extremely lacking in topics and consumers are ambiguous about brands.At the same time,by drawing lessons from some good brand communication methods,we summed up the brand communication strategies in line with Xia Weiyi’s development of apparel brands,such as:viewing consumers as living persons and interacting with them in time,fully understanding database information and achieving accurate marketing,to set up an APP system to make the consumers select online by themselves,spread the brand online and offline andincrease the corporate awareness.And the whole research process has covered every aspect of the company’s brand communication process.In the end of the article,extend the brand communication strategies to more SMEs,such as the Xia Weiyi in the SoLoMo era.