Youth-Targeted WeChat Marketing Strategies of Fashion Businesses

Traditional offline sales of fashion businesses are shrinking, gradually replaced by the surging online sales due to the fast development of e-commerce in China. The success of online businesses has therefore become the key for the fashion businesses to succeed in such an industry with fierce competition. Under this situation, fashion businesses are trying all their means to improve their online sales through various marketing efforts. Many businesses do have successfully and effectively utilized WeChat, a mobile social networking tool, as a tool to market their products point to point, and many marketing strategies have been developed as a result. However, the majority of those strategies are formulated based on general marketing theories, and few are based on AISAS consumer behavior model (an acronym for Attention, Interest, Search, Action and Share). This research conducted a questionnaire randomly among young people, investigating the distribution of information WeChatters are concerned with, and the interaction of people with fashion businesses' WeChat subscription accounts. On the basis of the investigation and the AISAS consumption model, fashion businesses are suggested to try all means to promote their WeChat subscription accounts, to well design and tailor make the information distributed to subscribers through WeChat, to interact efficiently with consumers before, during and after WeChat marketing campaigns, and to take measures to encourage consumers to share their positive shopping experiences through WeChat.