Proceedings of the 2023 5th International Conference on Literature, Art and Human Development (ICLAHD 2023)

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Analysis of Chinese Clothing Brand Marketing Strategy in the New Media Time

Authors
Kunpeng1, Gao1, *
1Hanyang University, Erica Campus55 Hanyangdeahak-Ro, Sangnok-Gu, Ansan, Gyeonggi-Do, Korea, 15588
*Corresponding author. Email: gwgaokunpeng@163.com
Corresponding Author
Gao
Available Online 31 December 2023.
DOI
10.2991/978-2-38476-170-8_102How to use a DOI?
Keywords
New media time; Short video; Chinese clothing industry; Marketing strategy
Abstract

In the context of the digital economy, the number of China’s short video users exceeded 1 billion for the first time in 2022. What’s more, user activation and stickability maintained a very high level and the use time of short video is higher than other applications. With the continuous optimization of short video software, the platform functions are more comprehensive and diversified, which has a huge impact on the development of China’s garment industry. According to Feigua data, sales of Douyin (the Chinese version of Tiktok) in the clothing category in October increased by 300 percent from the same period last year. By consulting a large number of business research reports and reference books, this paper analyzes the characteristics of China’s new media platforms, selects three successful marketing cases on new media platforms to analyze and summarize the current marketing strategies that clothing brands should carry out in the new media time, and puts forward suggestions for other clothing brands.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 5th International Conference on Literature, Art and Human Development (ICLAHD 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 December 2023
ISBN
978-2-38476-170-8
ISSN
2352-5398
DOI
10.2991/978-2-38476-170-8_102How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kunpeng
AU  - Gao
PY  - 2023
DA  - 2023/12/31
TI  - Analysis of Chinese Clothing Brand Marketing Strategy in the New Media Time
BT  - Proceedings of the  2023 5th International Conference on Literature, Art and Human Development (ICLAHD 2023)
PB  - Atlantis Press
SP  - 925
EP  - 934
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-170-8_102
DO  - 10.2991/978-2-38476-170-8_102
ID  - 2023
ER  -