Etam Weibo Strategy In China Essay

3754 words - 15 pages

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Content
1. Project objective......................................................................................................... 2
2. Methodology .............................................................................................................. 2
3. Brand Background ..................................................................................................... 3
3.1 Brand history .................................................................................................... 3
3.2 Etam in China .................................................................................................. 4
3.3 General review of marketing on Sina Weibo ................................................... 5
4. General review on Etam and other fashion brands on Weibo .................................... 5
4.1 Basic data analysis ........................................................................................... 5
4.2 Weibo content category of fashion brand ........................................................ 6
4.3 Etam's Weibo ................................................................................................... 7
4.4 Content category analysis ................................................................................ 8
4.5 General analysis on followers' interest tag ...................................................... 9
5. Findings of followers' interview .............................................................................. 10
5.1Endorser recognition issue .............................................................................. 10
5.2 Motivation for real purchase .......................................................................... 11
6. Competitor activities analysis .................................................................................. 11
6.1 Uniqlo: ........................................................................................................... 11
6.2 H&M .............................................................................................................. 12
6.3 ONLY ............................................................................................................. 13
6.4 Ochirly, Meters/bonwe, Zara ......................................................................... 13
7. Recommendation: .................................................................................................... 15
7.1 Choose a new brand ambassador ................................................................... 15
7.2. Take advantage of KOLs(key opinion leaders) ............................................. 16
7.3. Understand Etam followers well ................................................................... 18
7.4. Keep your Weibo homepage fresh to the followers ...................................... 19
8. Budget ...................................................................................................................... 20
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