Fashion Brands Can Try Wechat Short Video This Marketing Road.

The way of Chinese marketing of fashion brands may have a new direction.

According to the world clothing shoes and hats net, at the end of 12 in 2018, China's social media application WeChat quietly ushered in a new version of the upgrade.

In the new version, in addition to the interface and some of the functions of the new

Besides, a new function called Time Capsule (time video) was quietly launched.

This function is similar to the social software Snapchat after burning, and the Instagram Stories launched by Instagram, which allows users and

The brand releases the longest 15 seconds of video content on WeChat.

Publishers can add music, location labels and stickers to the video to expand content, but the video can only be released on the same day, and the second day will be deleted automatically.

"WeChat platform has more than 1 billion active users per month.

It brings huge marketing opportunities, and new functions are expected to change China's digital marketing structure. "

In a previous commentary, Jing Tian media said.

Although WeChat has already had the function of sharing ten seconds video in the circle of friends, the video function of DIY can still attract the attention of many users.

Brands are naturally eager to try.

According to a study by Walk the Chat, in 2018, 42% of consumers purchased goods from luxury stores on WeChat platform, while only 21% of those on e-commerce sites such as Tmall and Jingdong in the same period.

In particular, luxury watches and jewelry, such as accessories, 14% of the sales of the Chinese market are from the WeChat platform, and there is still no slowdown in growth.

In fact, it is no longer a novelty for fashion brands to cooperate with WeChat to open WeChat small program stores or to advertise in friends circles.

Brands such as Dior, Tiffany and YSL have been put in the circle of friends to flip the original page to see the video or direct card shopping.

But more intuitive short video advertising has always been a lack of WeChat platform.

Micro-blog, another social media platform in China, has been a good addition.

Whether it was the "spin" bag advertisement of Hermes before, or the controversial Dior "Tu Guang", the video ads launched the brand to the topic center.

In addition, in the second half of 2018, more brands entered the short video platform.

For example, Dior, one of the first luxury brands to open an official account, has released videos such as promotional videos, Dior Artist Series and the newly released Tokyo show in vibrato. Chanel chose to publicize videos of Chanel J 12 watches and MontBlanc Summit 2 on the official voice of the official voice account. The LV, which has always been regarded as high cooling, sent a blessing from the brand on the eve of Christmas Eve to the Angelababy users.

The launch of Time Capsule seems to make up for this marketing shortcoming.

However, many people believe that this function is essentially chicken ribs for the brand.

Not to mention that WeChat has more privacy than other social media. It is worth considering whether the same specification of Instagram Stories can reach the same number of audiences on WeChat. In the video that can only keep 24 hours, what content can make the brand get the actual benefits while saving the cost of publicity and pmission, it needs careful consideration.

As for which brand will be the first to eat crab, it still needs to wait and see.

More interesting reports, please pay attention to the world clothing shoes and hats net.