Insight Report 3 minutes PremiumINNOVATIVE MARKETING IN CHINA: DIOR LAUNCHES HANDBAG ON WECHAT Coresight Research August 12, 2016 Executive Summary Dior (EPA: CDI) opened an online boutique shop on WeChat and rolled out a new, limited-edition Lady Dior small handbag on the platform on August 1. The luxury brand promoted the handbag on its WeChat subscription account and via WeChat Moments, an area similar to Facebook’s newsfeed, where friends can share content. The handbag sold out on the second day. Brands can use WeChat as an entry point for tapping into the online retail market in China. The social app has more than 700 million monthly active users that brands can reach with targeted advertising. This report is for paying subscribers only. Already a paying subscriber? Please log in to see the entire report.If you wish to learn more about our subscription plans and become a paying subscriber, click here. This document was generated for Other research you may be interested in: Key Festivals and Holidays for Promotional Campaigns in China in 2024: CalendarAhead of Singles’ Day, Experiential Retail Will Be Key: China Consumer Survey InsightsShoppers Enter “Summer Mode”: US Consumer Tracker 2023, Week 26July 2023 UK Retail Sales: Wet Weather Slows Retail Sales Growth
