Etam weibo strategy in China

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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

9. Evaluation ................................................................................................................ 21

10. Appendix list .......................................................................................................... 22

11. Reference list .......................................................................................................... 25

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1. Project objective

This project aims at evaluating fashion brand - Etam's marketing strategy on Sina

Weibo by comparing other fashion brands which have official account on Weibo. To

be specific, three major objectives are to figured out in this project:

 To have a clear understanding on the performance of Etam and other six fashion

brand on Weibo

 To glean intelligence and insight from Etam and competitors' Weibo

 To provide our own implication and recommendations to Etam's Weibo strategy.

2. Methodology

Both qualitative and quantitive methods are applied in this report.

 With the help from Gary, who is Etam's online public relationship manager, we

have access to some internal data...