Analysis on WeChat Promotion Strategy of New Clothing Brand

DOI

10.2991/iccese-17.2017.149How to use a DOI?

Keywords

WeChat promotion; newly created; culture; new media

Abstract

The clothing industry in China has had a fierce brand competition, of which the rule has great impact on the small and medium-sized clothing enterprises in brand creation. Enterprises begin to rely on the product quality and innovation instead of the advantage in scale and production cost. Compared with international clothing brands, the domestic clothing brands have vague positioning and lack in brand culture, which will reduce the recognition of customers in the brand promotion, produce the distance between the brand and the customers and make the cost of brand promotion far beyond the budget. This paper concludes the theories of brand building and analyzes the differences between new brand and famous brand, and then further analyzes how to use WeChat to avoid planning risk and make a low-cost and high-efficiency promotion of the new brands with low cognition, so it has reference value for promotion of new brands in clothing enterprises.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yang Yang
PY  - 2017/05
DA  - 2017/05
TI  - Analysis on WeChat Promotion Strategy of New Clothing Brand
BT  - Proceedings of the 2017 International Conference on Culture, Education and Financial Development of Modern Society (ICCESE 2017)
PB  - Atlantis Press
SP  - 584
EP  - 586
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccese-17.2017.149
DO  - 10.2991/iccese-17.2017.149
ID  - Yang2017/05
ER  -