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INNOVATIVE MARKETING IN CHINA: DIOR LAUNCHES HANDBAG ON WECHAT

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Coresight Research

Key Points

  • 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.

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