Why fashion brands in China need to use the mobile channel to talk to their clients

If we look at the last report of the China Internet Network Information Center (CNNIC), 88.9 percent of the Internet users in China used to be connected to Internet through their mobile. Then, these figures help us to understand how crucial is it to talk to fashion customers using this device. This percentage increased if we compared to last year. In 2014, the number of people connected via their phone was 85.8%.

What’s interesting also in this study is that the number of people using computers to surf on Internet decreased. Today, 68,4 % of the Chinese are using desktop computer and 42,5% are on laptops to go online.

Why are the mobile phones so popular in China?

Actually, it’s very easy to understand. Mobile for some people is the only way to access Internet. Then, the new generation (the Millennial) are totally addict to their smartphone. Why are their totally addict? Because they can do everything from their phone and is much more easier in China than in the West for example. They have an incredible advance compare to other countries and they became a population of “mobile-native”. That’s why mobile device in China is an incredible breeding ground for brands looking to communicate.

Then, where to reach the fashion consumers using mobiles?

Obviously, today a fashion brand can’t escape WeChat. WeChat had a 74.8 percent mobile penetration rate, compared to only 18.4 percent for Weibo. They’re using WeChat to read news and according to the study, 80 percent of the top subscription accounts fall into the categories of entertainment, health & lifestyle, news, and beauty and fashion. Then, WeChat is the perfect platform to communicate.

But then, what about the sales ?


Fashion buyers are more and more using their phone to buy fashion products. A recent study showed that on the first quarter of 2015, the growth of the mobile sales increased to reach 168,3 % in China for a total of 362.34 billion RMB. Impressive right?

Which fashion brand is well performing on mobile?

Let’s take the example of Abercrombie & Fitch. When they opened their store in Shanghai they’ve used WeChat to talk to their target.

The goal was to raise awareness about the opening of the store and create a buzz on social media platforms. Their wanted to create word of mouth and online conversation first. In order to do that they involved bloggers and influencers and talk about the Abercrombie & Fitch’s story (the east cost way of life).

What kind of actions do they realized to talk to their customers?


They’ve created a video that defined what A&F stands for and organize social competitions to keep users talking about the brand.

They also always updated their account with east cost information to help the Chinese to understand the brand’s vibes and be part of the east cost way of life.

And they’ve as well created a mobile app to enhance their customers’s experience and renforce the relation with the brand. The app is a weather-sensitive fashion app that users to dress in the mornings according to the weather forecasts.

They’ve also tried to position their WeChat account as the VIP store channel which provide the latest news about events, products and so on…

Their strategy worked out very well and A&F get very good results in China. Abercrombie & Fitch is still expanding its digital presence in China and across all the Asian countries as well.

As you can see fashion brands can’t escape mobile nowadays in China and more especially the social media tools. They need to use these tools as a way to communicate but also as a way to sell their products.

If you’re looking for a partner to establish your communication strategy as well as your sales strategy don’t hesitate to contact us we’re specialized on online tools and online marketing strategy.


  • Hi Fashion Agency, I already have a website and would like to go to WeChat. I found another article from your agency about how to create a professional account but I am still hesitating between service account and official account, thank you for your help!

    • Dolores Admin

      Hey Kate,

      Excellente question.
      For you, as a brand, you should go for a service account.
      A service account is a WeChat official account.

      There are 3 types of officials accounts:
      – Subscription account: Great if your core business is content as you can publish every day.
      – Service Account: Open payment, geo-localization, etc It is the account we strongly suggest to Brands & Companies.
      – Corporate: Best for company internal communication.

      Feel free to reach out to us and ask for our WeChat 2020 guide, I believe it would help with your understanding of the app and its marketing tools.

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