Abstract:

Closure of offline sales channels during special periods hinders the sales of clothing brands. Adopting the methods of theoretical modeling, case analysis and conclusion, a deep analyses and discussion on four marketing strategies including WeChat community, distribution, live broadcast and display under the circumstance were introduced when the offline channels for clothing brands were blocked. By comparing the characteristics and advantages of different strategies, the specific practical methods of the four strategies were summarized into six aspects, i.e., brand promotion, product display, cost expenditure, customer development, stickiness enhancement and personalized service. The actual situations of their applications were analyzed one by one according to the different practice methods, and the effect of the four strategies in the six aspects were summarized. It is concluded that the WeChat marketing layout system can be referred for marketing clothing brands when the normal outlet channels are blocked. It is advised that garment enterprises should formulate implementation plans according to their own resources and marketing objectives combined with the layout system to achieve the best marketing effect.

Key words: WeChat marketing, clothing brand, community, distribution, live broadcast, marketing strategy