• Andrew Collins

What Fashion Retailers Should Post on Weibo

Updated: Jun 4, 2019

There are numerous clothing retailers account on Weibo, from brands like Zara, H&M, and Marks & Spencer to department stores such as Harrods, Selfridge, and Macy’s. Big or small, all of these retailers are on the same page when it comes to promoting their brand to the Chinese and getting them to spend their cash in their stores. One of the methods they use to build relationships with their future Chinese customers is optimizing their social media strategy.

Unfortunately, maintaining a fashion fan base on social media is not as easy as it seems. Some fashion retailers’ accounts have a vast amount of loyal followers, while others on on the opposite end of the spectrum with low engagement on most posts and a few not-so-active followers.

So, what lies in between? Let’s take a look.

Intriguing pics

When you browse through a tourism board’s Weibo account, you’ll find out quickly that posts with superb pictures tend to have high engagement. This rule also applies for fashion related accounts. But creating awesome fashion pictures that will resonate with your audience is always tough work.

Since Weibo allows you to upload up to 9 pics at a time, the easiest way to make your post stand out is by uploading a series of pictures with a similar color scheme. Pictures of the same theme, taken with similar angle and lighting will do the magic too.

Here’s another trick: be different by posting a creative GIF. Your moving GIF will surely stand out among the other pics. Macy’s April Fool Weibo post featuring this GIF accounts for 12,900 views, 606 reposts, 194 comments and 101 likes.

Conduct a successful campaign

Freebies, giveaways, coupons. You are not wrong. These forms of campaigns are still the most effective ways to win Weibo users’ attention. However, spice it up! Ditch the old rules, play the game your way and bring it to the next level. Take this Lane Crawford campaign as an example.

Instead of requiring your followers to only repost content ask them to be more proactive and creative. This Valentino scarf giveaway campaign below was held on Chinese Valentine’s Day. Lane Crawford asked their followers to repost, “@” someone they love, and type in a romantic surprise plan. It worked well, as this post received a decent repost count (300+), over 150 comments and more exposure to new followers. Killing three birds with one stone. What a smart move.

Monitor Men’s Fashion

It’s important for fashion retailers that have both male and female clothing lines to pay equal attention customers of both genders. However, in many cases, these retailers’ Weibo accounts heavily post content that is targeted for female followers only (posts about make up, dresses, high heels, etc.). Retailers seem to be unconsciously neglecting a big part of their market, their male customers, who actually deserve the same amount of attention, and believe me, they love to receive updates on fashion.

Is there any proof to this point? You betcha. Macy’s Weibo account once posted fashion tips for gents in the form of a simple infographic guide to gentleman’s shoes. The result? A whopping 83K reads, 41 reposts and 42 likes. That’s more than double their usual engagement.

The sky’s the limit when it comes to tips on winning the hearts of Chinese shoppers through Weibo. The best advice I can give is to really understand your market, localize your content (translating it, bring it up the Chinese way), watch and learn from your competitors, be creative and stay inspired!

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