With so many different forms of media in China, fashion brands must make a substantial investment in marketing and advertising, but these efforts often do not make the return on investment expected by the company. However, in the past three years, the appearance of social media has caused this situation to quietly change. The rise of social media channels such as Renren, Douban, Jiepang, Weibo, and more has given brands the opportunity to directly communicate with their target customers.
In the past, fashion brands used to advertise and promote via print magazines, but nowadays Weibo is the platform that can transfer a brand’s message in the fastest way, and provide immediate feedback and reactions from the specific customers targeted. Weibo not only serves to communicate information about the products and happenings, but also conveys a sense of the brand’s culture. As a result, fashion and luxury brands are becoming increasingly conscious of the importance of having an effective social media presence.
Because of the growing value social media marketing, international fashion and luxury companies need to better understand how they can create and benefit from a successful digital presence in China.