By Rita Liao
Not long ago, people in China would need to visit a posh, stylish mall for luxury shopping. That’s rapidly changing as high-end brands race to embrace digital channels, which aren’t just the obvious options of ecommerce platforms or brand-owned sites. In China, Louis Vuitton, Cartier, Bulgari and other luxury brands are now connecting and selling to millions of customers through WeChat .
Many know WeChat as China’s largest messaging app, and perhaps how it has over time morphed into an all-in-one ecosystem that lets one chat, run errands, hire services, and shop for an infinite list of things. Now the flurry of different products people find on WeChat may include a $10,000-plus purse.
The trend, according to Pablo Mauron, partner and managing director for China at Digital Luxury Group, a luxury marketing agency, reflects WeChat’s huge potential as an app tailored to transactions and services.
“I think WeChat is finally becoming what it’s supposed to be for luxury brands, which is not just a social media app,” Mauron told TechCrunch over a phone interview. “One [function] could be for customers to buy the product. Another could be for brands to build a loyalty program. Customers can pre-order a …read more
Source: Tech Crunch