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. Already a subscriber? Log in You are currently viewing a preview of this report. Please select an access option to view the full report. Hide Options - Show Options + Get unlimited access to all our research with one of our subscription plans. View Subscription Plans or Contact us to purchase this report. Contact us ✕ This document was generated for Other research you may be interested in: August 2023 Leading Indicators of US Retail Sales: Consumer Sentiment Falls Month Over Month Amid Inflation ResurgenceCES 2023 Day One: Sustainable and Intelligent Solutions Tech To Address Global ChallengesBreathing New Life into the Shopping Experience: The Surge of the Resale Market—China Retail InsightsUS Subscription E-Commerce: Flexibility and Personalization Can Help Companies Navigate Challenges Amid a Softened Market
