We-media as a marketing tool for fashion business in China : case: LingSiYaoYao Ltd.
Yang, Siqian (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004235714
https://urn.fi/URN:NBN:fi:amk-202004235714
Tiivistelmä
In the age of digitalization, fragmenting information has made the fashion industry unpredictable. Fashion brands are facing the risk of being left behind if they don’t adapt well to the internet particularly in China, home to the world’s powerful consumer groups of fashion consumption. China’s digital ecosystem is developing rapidly in recent years, We-media has become an essential marketing tool with influences abreast with the digital trend. Its distinguishing features, strong viewpoints, and a huge active user base have made We-media influential and promising in China.
The purpose of this research was to provide an in-depth review of the impact of the We-media phenomenon in China from a fashion marketing perspective in particular and to identify its characteristics. The study was commissioned with a case company localized in China in order to provide a comprehensive understanding of We-media as a marketing tool in China for the company’s future marketing performance. The study was considered as qualitative research combining both literature review and empirical research. The theoretical part was designed to justify the situation of the fashion industry and the We-media trend in China along with explanations of fashion marketing purposes. The empirical study was framed to collect primary materials related to the topic with a campaign implementation by the case company and interviewees with Chinese participants in the fashion and We-media field.
The findings indicated that We-media plays a vital role in fashion brands doing marketing activities in China aligning with the e-commerce system and KOL economy. We-media is improving consistently for its marketing use with the shifts of marketing model, new-coming platforms, and users’ habitats of the young generation. Furthermore, suggestions based on findings for the case company were discussed as to advice the brand to minimize the use of platforms for a linear and a seamless marketing approach in customer engagement.
The purpose of this research was to provide an in-depth review of the impact of the We-media phenomenon in China from a fashion marketing perspective in particular and to identify its characteristics. The study was commissioned with a case company localized in China in order to provide a comprehensive understanding of We-media as a marketing tool in China for the company’s future marketing performance. The study was considered as qualitative research combining both literature review and empirical research. The theoretical part was designed to justify the situation of the fashion industry and the We-media trend in China along with explanations of fashion marketing purposes. The empirical study was framed to collect primary materials related to the topic with a campaign implementation by the case company and interviewees with Chinese participants in the fashion and We-media field.
The findings indicated that We-media plays a vital role in fashion brands doing marketing activities in China aligning with the e-commerce system and KOL economy. We-media is improving consistently for its marketing use with the shifts of marketing model, new-coming platforms, and users’ habitats of the young generation. Furthermore, suggestions based on findings for the case company were discussed as to advice the brand to minimize the use of platforms for a linear and a seamless marketing approach in customer engagement.