How Fashion Brands Are Using Social Media in China
" For fashion brands on WeChat and Weibo, it’s about having an authentic voice — or partnering with an influencer who does... Of course, it’s important for almost any type of brand to be on social media in any country. But in mainland China, one’s activity on platforms like Sina Weibo and WeChat can mean the difference between having a booming Chinese business and having none at all...
Last year, the number of people who accessed the Internet via a mobile device surpassed the number of people who accessed it via desktop. Also, the percentage of consumers that have email addresses has declined dramatically — they’re using mobile messaging platforms like WeChat instead. On top of that, China’s corruption crackdown has led not only to decreased spending on luxury goods in the country, but also to restrictions on luxury brands’ ability to buy ads and billboards, making social media an even more important way for brands to spread information to consumers... "
Read the full article at Fashionista.
Image Credit: Marketing to China
Check out a previous article: WECHAT IS CHANGING CHINA'S MEDIA LANDSCAPE