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Wechat Marketing Strategy of Clothing Brand from the Perspective of New Media

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DOI: 10.25236/CLLA.2019.030

Author(s)

Liu Xin

Corresponding Author

Liu Xin

Abstract

Under the background of the rapid development of network technology, new media marketing mode is popular, and wechat marketing mode is gradually concerned and valued by apparel enterprises. Although there are many apparel brands using wechat marketing, many enterprises do not make good use of this new marketing mode because of the immature development of this mode and many restrictions. Based on the perspective of clothing brand wechat marketing promotion, this paper concludes that wechat marketing promotion has four advantages: huge user data, accurate marketing, convenience, flexibility and low cost. The research finds that there are some problems in the current marketing mode of wechat, such as insufficient attraction, low user interest, insufficient platform interaction, low conversion rate of wechat and the contradiction between input and output of enterprises. This paper further proposes the marketing strategies of clothing brand wechat from the perspective of new media, which are adding games to enhance attractiveness and user interest, using wechat community to increase interaction, and using two-dimensional code to increase brand conversion rate.

Keywords

Clothing brand; Wechat marketing; Advantage; Disadvantage; Countermeasure