There is no doubt that China is the ideal place for luxury brands to be right now. So how can businesses utilize this huge market? Majority of international luxury brands have embraced the inarguable importance of WeChat for their businesses in China.
As the app goes far beyond a basic messaging tool, luxury brands and marketing firms are using the platform to push out a variety of different campaigns to accomplish their marketing needs. From O2O and KOLs, to gamification and customer support, here's how luxury brands are using WeChat to reach China's digital natives.
Aiming to make the connection between online and offline, luxury skincare brand SK-II recently launched a WeChat campaign that invited online customers to experience a “perfect PITERA” treatment in any of its physical stores in China. The treatment provided people with free skin test and helped them prototype a customized skincare plan, which picks products that best match their skin type out of the diverse product offering by SK-II.
Via a WeChat account, users can let Chinese customers know where their stores are around the world and much more. During the golden week last year, Hugo Boss offered customers special deals at various stores outside China, based on the keyword “duty free”, and offered exclusive deals when they arrived.
Air France’s WeChat account had a customer service chat function on WeChat, which could reply to customers’ questions in Chinese or English. Customers could use this service to fulfil their tasks such as choosing seats, specifying baggage needs and cancelling flights. Even for a brand still mainly outside China, having a China-based team for dedicated CRM via WeChat creates a personal touch that Chinese consumers love.
American luxury brand Coach organized an event that encouraged its existing WeChat followers to invite new friends to join the brand on the app. The objective was to offer points to participants to enable them to obtain coupons and to increase follower base for the brand. The points that followers earned during the event were cumulative and could be used to redeem as a cash coupon for several Coach’s signature products, ranging from passport covers, to cross-body bags and handbags.
Fashion houses that are looking to enhance their profile in China, have chosen this route as the swiftest, surest way to reach new audience. Chanel has created a fashion mini site which gave WeChat users the full Chanel experience, complete with news, videos, make up tips as well as product and promotional information. The user experience was seamless, and brands could customize how they used these options available to them.
Games and Quizzes
WeChat users are highly engaged and persuaded at getting involved in app-based activity. There’s clearly an appetite for interaction and brands have been quick to utilize this. U.S. fashion company Kate Spade, for example organized a sky lantern game where users could select a lantern color and write messages on it before releasing it to the sky. They were asked to invite friends to take part via QR code and had the opportunity to win Kate Spade products by participating.
Another approach taken by luxury brands is that of introducing special edition items designed in collaboration with KOLs. Givenchy worked with one of China’s top fashion KOLs Tao Liang or Mr. Bags, as he is better known as, to create a special Valentine’s Day edition of its Horizon handbags in pink. His WeChat followers had exclusive access to purchase the bags and all 80 units were reserved within 12 minutes.
Pop Up stores
Pop-up stores are becoming common with luxury brands as a cost-effective way to create social media buzz. German fashion brand, MCM hosted a three-month-long series of pop-up events across China in which they created, a one of a kind “MCM Bus” that doubled as a coffee shop. The MCM campaign used WeChat to gain followers for the offline pop-up event. Through WeChat, the brand’s team first identified specific followers who would be likely to participate in the event. To acquire new WeChat customers, there was a QR code at the event for attendees to scan.
Thankfully, China is one of the most digitally innovative countries in the world, which means companies have a variety of opportunities to enter the market. Luxury brands can have full autonomy and flexibility in building their own brand identity on WeChat and to create interactive content to engage with luxury consumers.
Are you a luxury brand looking out to reach the Chinese audience?
Here’s how WeChatify can help you!