White Papers
Luxury Brands WeChat Eco-Marketing White Paper
Service research 94 international fashion and luxury products
Deconstructing WeChat Eco-marketing Layout Myths
Insight into WeChat's ecological business potential
Empowering the luxury market with omni-directional marketing
Fashion & Luxury Celebrity Cases
Future Marketing Trends Outlook
Insight into WeChat's ecological business potential
In order tocustomer-centric: Emphasis on WeChat ecology to build customer value chain, the luxury industry to create a closed loop of services
Fragmentation exposure: While offline retail is experienced, brands struggle to acquire customers with high quality and efficiency due to fragmented marketing touchpoints
Omnichannel collaboration: Brand insight into user consumption mind, online and offline multi-terminal interoperability, to create a seamless customer experience
Empowering the luxury market with omni-directional marketing
WeChat Mall enables brands to cash in on social channel traffic.
This requires brands to gain insights into the market from unusual perspectives, and in our whitepaper we have distilled benchmarking points for different dimensions of development in the hope of providing some inspiration for brands to stand out.
99%'s famous brand has developed in microsoftPremium Brands. Because friendzone ads are getting expensive and hard to monetize
Red Packets and StickersbeImportant promotion nodes or large-scale Campaignof common scenarios, such as New Year's sales
93%'s brand has launched their microsoftvideo numberto cater to the trend of short videos
80%'s fashion and luxury mini-programs all have shopping features
30%'s brand developed crm member center functions, such as: customer care after-sales service for jewelry brands
28%'s brand developed a small program with omni-channel linkage features such as RSVP, offline booking, offline pickup, etc.
Excellent Case
Watch & Jewelry Brands - Cartier
- Intelligent Recommendations
Cartier's commitment to navigation and filtering is designed to provide consumers with visualized and customized recommendations - Gift & Packaging Customization
Cartier offers a guide to choosing gifts for different scenarios and provides quality services for packaging, customization and delivery - virtual try-on
Trying on is the hardest part of shopping online, and Cartier offers a top-notch trying on experience, with 360-degree displays of details and materials - Online pre-order and offline pickup
On the checkout page, consumers can choose between home delivery or offline pickup
Fashion Clothing Brands--Ralph Lauren
- New Retail Center
Consumers can conveniently participate in offline activities/services through the applet, including coffee ordering, AI try-on, product recommendation, etc. - Mid-Year Special
Ralph Lauren introduced a large discount mechanism during the promotional season and clearly communicated the brand message through large posters. - Online pre-order and offline pickup
Ralph Lauren offers a full range of pre-order and pick-up capabilities, striving to provide a more consumer-friendly experience in the digital world - Shop by Appearance
Ralph Lauren not only has a wearable manual with static pictures, but also animates it to make it easier for customers to mix and match more intuitively
Refreshing the Experience A look at future marketing trends
AR/VR
In the luxury industry, AR and VR are seeing a spike in adoption. All categories are jumping on the bandwagon
1-on-1 Video Chat
Real-time video interactions are an upgraded premium solution to traditional online customer service.
Online Pre-Order
Customers can be the first to order the latest items at the show, and brands can collect VIC orders in a faster and more digitalized way.
Non-homogenized tokens
The meta-universe is the hottest topic in the industry right now. When planning meta-universe themed events, some brands have already started to experiment with new ways to play with NFT digital collections
Surveyed 94 international luxury and fashion brands
Top Luxury | Watches | Jewelry | Clothing | Shoes & Bags | Ready-to-wear
