Chinese fashion bloggers are rapidly iterating at an alarming rate. As content producers, they not only adapt to China’s ever-changing media environment, but they also think about how to achieve higher business value in response to fierce competition and adherence to personal tonality. They even fill the gaps in the Internet to deliver fashion brand information to Chinese consumers earlier than fashion brands and mainstream media. Therefore, the promotional effect they bring to brands is sometimes even better than the latter.

A group of Chinese fashion bloggers have begun to think about how to provide better content and even services to fans, and at the same time, find better commercial channels for their IP influence. In China, among the numerous mobile apps, more and more Chinese fashion bloggers choose to use the Subscription Account of WeChat which has more than one billion customers as their main platform to edit their blogs. Today, let us have an interview with one of these great fashion bloggers Emily,  to talk about impressive editorial experiences about being a successful blogger on WeChat.

 

1. Why would you prefer using WeChat than using the other popular apps?

I think I should be the second generation fashion blogger. The first generation of fashion bloggers started with blogs, but the media at the time was far from the fashion industry and the public. I started from Sina Weibo, later, when WeChat appeared, I transfer the content to WeChat generally. From the perspective of interaction, I feel that WeChat is more convenient to use. I personally believe that the value of WeChat fans is greater than that of others. I will be promptly replied the comments, and everyone is like a friend. The WeChat fan is closer to her at this point.

2. What inspired you to start it?

The reason for starting the personal blog is because I especially like to read it, and there are some fashion bloggers that I like very much. Then I found that the blogs they had written about, shared, thoughts which I am also interested in, but some of them I have different views and more understandings that I also want to share with others.

3. Can you tell us about your blog, and what is the most memorable one for you?

The content of the blog is mainly about fashion, I also will share some cosmetics and household items that I prefer to use daily. Moreover, I will fly to several abroad cities to go shopping every year. So I also have a lot of recommendations for travel tips. Perhaps that the most impressive blog I had written before is about San Francisco, because I had lived in that city for two years. I love this city, and I got a lot of fun there. When I wrote about it, lots of beautiful memories appeared in my mind.

4. Where do you tend to buy your clothes, and why?

I prefer shopping online. The first reason is it helps me save a lot of time and energy. I usually get the latest information about the brands from their official emails, there will be some links  which can help you directly see their new products on their websites. The other reason is there are many foreign fashion websites I like to shop.

5. How do you think that you can get a lot of fans through writing blogs?

I remembered that when I published my first blog and sent it to six friends to ask their suggestions. I could not imagine that there were number of fans followed me after they shared it. I think it was mainly due to that my friends work in the media. From my personal point of view, I think my fans follow me because of my own style is very close to them, so they can learn how to wear fashionably in the daily life.

6. How do you think the relationship between you and your fans?

I am an ordinary person, not a professional model, or a public figure. Therefore, the brands that I recommend to fans are very easy to wear in the daily life. In addition, I think I have established a valuable relationship of mutual trust with my fans. When pushing the blogs with the brand, I will dedicate very clearly about what is advertising and what is not. This is the part where I differ from other fashion bloggers.

7. How long will you d a post?

I tried to post at least one blog per week before, but once time I received the comment from my followers which was like they like to read my blogs very much and hope to see more. Therefore, I decide to update my blog more frequently. Moreover, I give me a 30-days-challenge which is consistently posting at least one blog daily in a month.

8. How is the current cooperation with Chinese brands?

Not very much. At the part of e-commerce, I am willing to work with Chinese brands,  because the shipments, logistics and so on are easier to have the cooperations. In terms of content, I must think it more carefully from the perspective of protecting my own reputation.

9. What challenges do you think the fashion bloggers face from the traffic perspective?

The next challenge may be how to quickly capture a new platform. The current domestic social media development is too fast! There is a tendency to develop new apps all the time, and the speed of foreign countries is completely incomparable. I don’t think I will always be in the most turbulent position. I will try my best to do my blog well.

10. What are your expectations for you blog in the future?

I hope it can be kept longer, because I want to do some practical things. I am now fully responsible for the content, so I hope to try something innovative in the content creation section. I am also not sure if these innovations will receive positive feedback, but I till want to try. In short, I will try to do something new for next two months. In terms of content, I will also introduce the beauty makeup, lifestyle and other sections in next year (currently only fashion), and the management of the fan community will continually to update and rebuild.