The chinese fashion network


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A final project of Fashion Marketing & Communication course at Istituto Europeo di Design in 2010. This presentation basically talks about the relationship between fashion and social media in China.

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  • Youtube=Youku; Facebook=Renren; Twitter=Sina t blog
  • The most popular way for brands to communicating with fans is through micro-blog, espcially Sina t-blog. Currently fashion brands like H&M, Zara, or luxury brands like Louis Vuitton, Long Champ, they have their official Sina t-blog in China. Unlike in other countries, brands have information among Twitter & FB page, but in China, mostly the official fan page is on t-blog.
  • *although brands want to expand their market in China, but they seem to lack of interaction with the local fashion bloggers as they do with other world famous bloggers. *There are some websites that sell luxury products online, but the e-commerce market is still not well-established yet in China. *Chinese designers are growing as well, however, the labels can only be purchase at certain stores in the major cities such as Shanghai and Beijing. So e-commerce is a must in China. (connect to point 4)
  • *treat Chinese consumers equally by creating an account on the famous used social media in China *Let the fans and consumers know that brands not only wanna be friends and close to them by using the social media, but also share thoughts on what’s happening in China to show that they truly care (ex. The big earthquake in 四川 brand can show sympathy at the page)
  • Whether for brands or Chinese consumers, the evolution in Chinese fashion market with the web is
  • The chinese fashion network

    1. 1. The Chinese Fashion Network 中国時尚网路 By Christine Huang 16. Dec. 2010
    2. 2. Table of Contents <ul><li>China Market Overview </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Fashion & Web 2.0 in China </li></ul><ul><li>Methods </li></ul><ul><li>Conclusion </li></ul>
    3. 3. China Market Overview <ul><li>The Economy </li></ul><ul><ul><li>GDP $8.818 trillion USD (2009) </li></ul></ul><ul><ul><li>World #3 Ranking (after EU & U.S.) </li></ul></ul><ul><ul><li>89 billionaires, world #2 Ranking </li></ul></ul>
    4. 4. China Market Overview <ul><li>The “After-80’s” </li></ul><ul><li>The Rise of the Rural Regions </li></ul>
    5. 5. Web 2.0 <ul><li>Blogs / Micro-blogs </li></ul><ul><li>Social Medias </li></ul><ul><li>Forums </li></ul>
    6. 6. Web 2.0 <ul><li>It is different in China! </li></ul>
    7. 7. Fashion & Web 2.0 in China
    8. 8. Fashion & Web 2.0 in China
    9. 9. Fashion & Web 2.0 in China <ul><li>Luxury brands lack of interaction with Chinese fashion bloggers (Anderson) </li></ul><ul><li>There are several online luxury shops in China, but the market is not mature enough (Guru) </li></ul><ul><li>Chinese designer brands can only be purchased in big cities (Yeh Chien) </li></ul><ul><li>Online shop will be a must in China (Zhang Chi) </li></ul>What do Chinese fashion experts think?
    10. 10. Fashion + Web <ul><li>Social Networking is like fashion… </li></ul><ul><li>It is never finished . </li></ul>
    11. 11. Methods <ul><li>Utilize Famous Social Media </li></ul><ul><ul><ul><li>Treat Chinese consumers equally </li></ul></ul></ul><ul><ul><ul><li>Understanding Chinese culture </li></ul></ul></ul><ul><ul><ul><li>Cooperate with Chinese fashion sites & bloggers </li></ul></ul></ul><ul><ul><ul><li>Brands channel </li></ul></ul></ul>
    12. 12. Methods <ul><li>E-Commerce </li></ul><ul><ul><ul><li>More than just shopping! </li></ul></ul></ul><ul><ul><ul><li>Time saving </li></ul></ul></ul><ul><ul><ul><li>Customized options </li></ul></ul></ul><ul><ul><ul><li>Use the Chinese Language!! </li></ul></ul></ul>
    13. 13. Methods <ul><li>Collaboration </li></ul>+
    14. 14. Methods <ul><li>Collaboration </li></ul>+
    15. 15. Conclusion <ul><li>Changes are inevitable! </li></ul>
    16. 16. Thank You!