Download pdf
Analysis of ZARA's Social Media Marketing Strategy in China
- 1 School of Foreign Languages and Cultures, Beijing Wuzi University, FuHe Street, 101149, Beijing, China
* Author to whom correspondence should be addressed.
Abstract
The rapid iteration of the fashion industry and the influx of numerous niche emerging fast fashion brands into the market have driven continuous innovation in social media marketing strategies, with new promotional methods constantly emerging. This article, utilizing literature analysis and observational methods, examines ZARA's social media marketing strategy in China. This analysis is beneficial for companies in the fast fashion industry, particularly those looking to expand their influence in the Chinese market. After a detailed analysis of the characteristics and marketing methods of Chinese social media platforms, the impact of external factors on Chinese consumers, and ZARA's social media presence, the article provides detailed recommendations for social media marketing strategies. ZARA, as a pioneer in the fast fashion industry, has established a certain market presence on Chinese social media platforms. However, its promotional strategy still shows potential for improvement. On platforms like Weibo and Little Red Book, ZARA's content strategy lacks specificity and diversity. In contrast, its live streaming marketing on platforms like TikTok demonstrates excellent visual effects and interactivity. This article provides several specific recommendations for ZARA's social media marketing strategy in China, such as strengthening brand storytelling and product showcases on Little Red Book, hiring celebrity endorsements, and regularly hosting styling challenges on TikTok. In summary, by implementing these strategies, ZARA is poised to achieve more effective brand building and market expansion in China's social media landscape.
Keywords
ZARA, TikTok, Little Red Book, live streaming
[1]. Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. The Journal of Asian Finance, Economics and Business, 7(12), 951-958.
[2]. Vinerean, S. (2017). Importance of Strategic Social Media Marketing. Expert Journal of Marketing, 5(1), 28-35.
[3]. Senjawati, V., Setiasih, S., Dandono, Y.R. (2024). Do Marketing Strategy, Product Characteristics, and Brand Affect The Sale of Zara Fashion Products?. Asean International Journal of Business, 3(1), 1-11.
[4]. Chunling, L. (2020). Analysis on the Marketing Strategy of Fast Fashion Brand ZARA Based on 4C Theory. In 4th International Conference on Economics, Management Engineering and Education Technology (ICEMEET 2020), 3-5.
[5]. Corina, P., Helen, R. (2024). ZARA Owner Inditex Slashes China Stores in Digital Focus, March 14, 2024, April 22, 2024. https://www.reuters.com/business/retail-consumer/zara-owner-inditex-slashes-china-stores-digital-focus-2024-03-14/
[6]. People's Daily Online (2023). 52nd Statistical Report on Internet Development in China Released: China's Internet Users Reach 1.079 billion, August 28, 2023, April 22, 2024. https://baijiahao.baidu.com/s?id=1775454064764883521&wfr=spider&for=pc
[7]. Lei, K. et al., (2018). Understanding User Behavior in Sina Weibo Online Social Network: A Community Approach. IEEE Access, 6, 13302-13316.
[8]. Deloitte. (2023). 2023 China Consumer Insight and Market Outlook, March 3, 2023, April 22, 2024. https://www2.deloitte.com/cn/en/pages/consumer-business/articles/consumer-insight-2023.html
[9]. Dai, R. (2023). The Impact of Digital Fashion Week on Fashion Trends in China. Journal of Education, Humanities and Social Sciences, 17, 76-83.
[10]. Duoyan, H. (2021, April). Research on ZARA Strategy from the Perspective of SWOT Analysis Method. In 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021). Atlantis Press, 201-205.
Cite this article
Wang,J. (2024). Analysis of ZARA's Social Media Marketing Strategy in China. Advances in Economics, Management and Political Sciences,102,230-239.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of ICEMGD 2024 Workshop: Decoupling Corporate Finance Implications of Firm Climate Action
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).