Now more than ever, luxury brands are making WeChat a priority. According to a recent Bain study, all 40 of the top brands surveyed had an official WeChat account. But are they doing everything they can with the tools they have?
When it comes to WeChat-led omnichannel strategies, there’s some catching up to do in the luxury sector, according to Liz Flora, editor of Asia Pacific research at L2. The digital intelligence firm recently reported that luxury brands are expanding the ways in which they use WeChat to engage consumers both online and offline, but there are some areas where activewear brands and accessible luxury brands excel, and luxury brands still lag.