Luxury Brands’ WeChat Accounts Lack Customer Engagement

With the increasing presence of Chinese consumers in the global luxury market, an ever-larger number of luxury brands are now turning their attention to China. In hopes of crafting a more engaging shopping experience for Chinese consumers who are less familiar with the social media platforms dominant in the Western world, many luxury brands have turned to the most popular social media platform in China, WeChat, by opening their own WeChat official service accounts. This type of account allows brands to promote their campaigns by publishing articles on WeChat, linking to pop-up stores for special sales events, and providing navigation for consumers to physical stores.

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