The success of WeChat e-commerce

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On February 3rd at 10am, luxury brand GIVENCHY launched “GIVENCHY the limited-edition Horizon Handbag” on its official WeChat service account for Valentine’s day, limited to just 80 customers.
It has simultaneously started the WeChat online pre-order from 10 o’clock on that day on its WeChat Account as well as on the famous fashion blogger WeChat account “Mr. Bag”.
It is reported that after the pre-order started, all the bags were gone within 12 minutes. Previously, Dior, Chanel and other luxury brands had also set foot in WeChat e-commerce, with no doubt that Givenchy’s limited-edition campaign initiated the first shot of WeChat e-commerce battle in the New Year of the Rooster.
Since earlier 2016, more and more luxury brands have sensed the business opportunities on WeChat, bringing Tencent’s platform to be the favorite choice of 800 million users against the traditional e-commerce channels. What does it show us?
1. To bring more attention to your brand, a good choice can be to cooperate with fashion bloggers, KOLs and taking advantage of the interactive power of WeChat Official Accounts.
This time Givenchy has chosen the well-known fashion blogger「Mr. Bag」who owns 2.69 million followers that have direct interest in fashion and bags. Most of his headline articles have more than 10K+ reads.
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2. New way of selling: combining on-line with off-line and diverting from traditional channels. Different from traditional e-commerce, WeChat e-commerce gives brands more space for imagination. Both Dior and Givenchy chose to make their first show on WeChat by starting online limited pre-order through H5 linkage and making the delivery off-line. As a result, digital channel occupies most of the “weight” in improving sales of luxury brands.
In addition to pushing articles, some brands also place their purchase links at the menu bar on their official accounts, giving users more ways to enter the e-shop. During the WeChat sales process, quite a few brands like Cartier, IWC, JLC also make use of WeChat, leading the fans to their own official web stores or Taobao shops, to bring up the brand exposure as well as new traffic to other channels.
3. Various marketing approaches on WeChat make brands to reach more “buy buy buy” group. Brands enter WeChat e-commerce not just because they have seen traffic and strong interactions, but also because the diversification of WeChat marketing modes also gives them enough courage.
Givenchy, partnering with「Mr. Bag」is making use of the influence of WeChat Official Accounts in certain industries and the strong purchasing power of the users groups. Dior chooses to advertise on Wechat Moments advertisement, Article ads and at the same time big KOL accounts such as “Mimeng”, which also paved a good way for its WeChat e-commerce.
Pic Credits to @包先生
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