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Luxury’s New WeChat Playbook

WeChat’s role connecting brands with Chinese shoppers is evolving fast as it adds features like e-commerce aggregation and integrated clienteling.

As the digital infrastructure that makes everything from messaging to group-buying groceries possible, Wechat has never been more top-of-mind for shoppers and marketers alike. — British jeweller Graff used WeChat parent company Tencent's WeCom service to build a QR code-based auto-response function to assign a real salesperson to take over the customer relationship. (Collage for BoF)

By

Zoe Suen

10 May 2022

BoF PROFESSIONAL

Avid users of Chinese social media apps are familiar with a certain type of content that has become even more prevalent in the wake of the pandemic. Customers boasting about hard-to-find luxury purchases now feel compelled to share their sense of triumph over the shopping experience — almost as if they had a narrow escape.

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About the author

Zoe Suen is a contributing writer at The Business of Fashion. Suen is a freelance writer, editor, and consultant who writes about luxury fashion and beauty.

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