Recently, Dior is in its official position.

The platform released the news, "Lady Dior Small handbag Tanabata limited, online boutique sale."

Customers can be purchased through the WeChat platform to the online shopping mall, and will be delivered by express service after the paction is completed by WeChat, Alipay or UnionPay card.

The move was touted by consumers. In a short day, Dior announced that the product was sold out on the Internet platform.

"At present, we can see that most of the luxury brands stay in the use of WeChat's basic functions, and WeChat has more functions to be excavated," said Zhang Ping, general manager of Ying Shi Group Research Center and RICS, the chairman of the Chinese chartered surveyor society.

In the face of China's unique social networking environment and online retail mode, how to develop new customer groups through various platforms, enhance customer loyalty and maintain consistency between online and offline customer experience is the key to luxury brand exploration of digital marketing in China.

Facing the dilemma of slow growth and slow expansion of physical stores, luxury brands are already outdated by relying solely on scale shops and distribution channels.

The arrival of new consumption, luxury brands need to take into account digital marketing at the same time.

In China, WeChat, as one of the most used social software, is undoubtedly attractive to luxury brands. Therefore, the marketing power of luxury brands on WeChat platform is more and more obvious.

The research center of the Ying Shi Group will take inventory of the luxury brand's new exploration in WeChat platform marketing.

Ten major tracks from Ying Shi Group Research Center

In addition to CELINE, the other nine brands have WeChat public numbers.

The brand introduces the history of WeChat brand development and conveys the brand concept with the help of the public address of the brand.

For example, CHANEL designed the H5 interface to introduce the brand founder and the memorabilia of brand development.

At the same time, in addition to regularly promoting all kinds of brand latest information and product promotion, all public numbers have more brands launched on WeChat platform.

Live broadcast and playback.

For example, in April, 2014, the Burberry brand publicised the Burberry festival in official WeChat, and broadcast live shows in real time.

Before the ceremony, users can watch the landmarks of famous cities in London and Shanghai by shaking, gently touching, and clicking on the mobile phone screen. After the ceremony, WeChat users can enjoy the highlight of the show in the 360 degree dynamic scene through the Burberry WeChat official platform.

As early as Dior promoted the handbag series on WeChat platform, Burberry has guided its online shopping mall in the form of its public number through the external chain.

There are also some luxury brands, such as Longchamp, Cartier and IWC, which offer micro stores on WeChat platform and provide customized services and exclusive online privileges.

Ying Shi Group Research Center found that luxury brands, whether online shopping mall and micro shop, still have much room for improvement in browsing and payment.

From the purchase experience of luxury micro stores, the display of goods, convenient and comfortable payment process, offline distribution system and after-sales service and other supporting facilities need further placement in order to fully open the O2O closed loop under online and offline.

With the help of WeChat's positioning function, users of LV, FENDI and other brands can instantly get the nearest store address, map, contact information and navigation information through their location function, and then they can drain customers to the physical stores.

Cartier is to provide customers with an appointment to the store service, and can be graded by WeChat after the end of the service.

In addition, some luxury goods also carry out customer relationship maintenance management on WeChat platform.

For example, Michael Kors can bind the membership card in WeChat, and understand customer purchase records, members' rights and interests through personal center.

In terms of customer service, in addition to triggering automatic response to key words, some brands use WeChat instant messaging function to provide one to one exclusive customer service services, such as LV and Burberry for customer service to provide manual customer service at designated time periods.