Understand Chinese Social Media in The Fashion Industry

In China, there are now more than 630 million internet users, and nearly all of them use Chinese social media. Indeed, they became an essential thing when doing business in China. Here are the Chinese social media you need to be present in when doing Fashion Business in China.

Increase brand awareness through Chinese social media

Brands use the same social media for their awareness directly and indirectly. Directly with the content, they post on the sharing platforms, e-commerce platforms, social media and forums, and blogs. Indirectly means that they don’t post anything: people are doing this for them.

Use social media to build your e-reputation in China

E-reputation is a must when doing fashion business in China. Chinese people look carefully at a brand’s e-reputation before buying a product. In China, there are some low-quality products and there are also a lot of counterfeit products. So they are looking carefully for information before purchasing a product. They won’t buy a product if the website has a bad e-reputation or if they can’t find the e-reputation of the brand. E-reputation can be done through online magazines, here Vogue, Yoka, or Elle, the references in fashion for Chinese consumers.

E-reputation is maintained with PR and press relations. Press relations is about writing content, above all articles, about the fashion brand. Articles about novelties can be submitted, like consumers’ reviews, interviews, and advice. Chinese people will love to have all these things on a press review because they will find everything they are looking for before purchasing a product. Press relation can be done on fashion.sohu.com, haibao.com, and Yoka. These sites are very used by the Chinese people concerning PR. If Chinese people are using these sites to have reviews about products, they also like to have reviews directly on the social media they use every day.

There are people, called the KOLs, key opinion leaders, who post things a lot on social media and who is really present and like to give their ideas and opinions a lot. They are usually followed by a lot of people who are always waiting for their reviews and will listen to what they say. They are very powerful people who need to be known by the brands for their own good.

E-buying strategy on social media is essential for your brand

Chinese people buy their products now on e-commerce platforms. E-commerce platforms are a trend in Chinese consumption. In fact, because of the lack of trust in some products, Chinese people like to buy non-Chinese products. These purchases can be done through an online platform of commerce. The most powerful platforms are Taobao and Tmall.com, two websites hosted by Alibaba, a giant of the Chinese web. They also make their purchases on vip.com. As they like to share everything they did, purchases are no exception. They share through apps or sharing platforms.

Think about after-consumption and brand awareness in China

As they like to have reviews, it’s natural for them to post reviews themselves after they tried a product. They post these reviews on the e-commerce platforms like Taobao, tmall.com, and vip.com. They also complete their purchase sharing by adding their experiences with it. They will use Social Media to share their experience and help their friends. Chinese people like to share everything with their friends, and fashion products above all.

The most used is WeChat; it’s a messaging app that offers text messages, vocals messages, photos, videos sharing, and a news feed. They also use Weibo, a micro-blogging platform. Weibo is heavily used by the KOL. It’s one of the fastest ways to spread ideas. They also use other Social media: renren.com, douban, and tianya.cn.

Do you want to start a social media campaign in China? Please contact us.

If you want to see our case study feel free to send us an email. Our agency has years of experience in China; our team is passionated about fashion, marketing, and China and can help you with any service to establish your brand in China:

• KOLs & Influencers for fashion in China
• Social media fashion campaigns in China
• Brand awareness, brand image & visibility in China
• Finding distributors for your fashion brand in China
• Create marketing content & website in Chinese
• …