Marketing Mode of Jewelry Brand under Background of SoLoMo: An Example of Darry Ring’s Weibo

With the popularity of SoLoMo internet model (Socialization, Localization, Mobilization), the consuming behavior of consumers changes a lot at present. In China, Weibo (Microblog) is one of the most important social networking mobile application, which is applied in enterprise marketing according to the SoLoMo concept. In the paper, the authors chose the Darry Ring’s official Weibo as research object. The SoLoMo concept is split into three parts:(1) The establishment of Darry Ring’s mobile internet marketing channel; (2) The socialized internet marketing strategy of Darry Ring; (3) The location strategy of Darry Ring. Through the Darry Ring’s official Weibo, the author tried to conclude a set of effective Weibo marketing strategies for the other jewelry companies. Mobilization strategy is firstly establishing jewelry brand Weibo and talking about hot topics and making interactive communications according to the principle of 4I. Secondly, socialization strategy is the model of emotion marketing and interactive marketing. Finally, localization strategy is based on LBS to guide consumers into the stores.