Luxury Brands Make A Lot Of Wechat, But It'S Embarrassing.

According to SCMP, China's fortune magazine recently released a report on luxury information tracking platform.

The report takes more than 800 consumers in senior management positions in China as an example. The results show that in recent years, WeChat platforms, which have been fighting for luxury brands, have no larger appeal to the group. In other words, most of the middle and high income earners in China do not choose to use WeChat to track the information of luxury brands.

Instead, fashion magazines are in the leading position in tracking the use of luxury information, and even surpass micro-blog and e-commerce websites.

According to the specific data, 56% of respondents interviewed high income groups often used magazines as a way to receive luxury brand information, 47.1% of them made up 44.6% of the number of people who chose to enter the brand website directly through some large online media, and 35.3% of the other people learned more about luxury information from their families and friends.

In contrast, the use of WeChat's high-income consumers only 21.8%, micro-blog less, accounting for only 6.1%.

This has something to do with the separation of tourism and shopping in the upper classes in recent years.

About 62% of respondents said that most of their luxury purchases occurred in China in the past year, which accounted for 7 percentage points more than in 2016.

At the same time, only 38% of consumers who traveled abroad during the period purchased luxuries at the same time of travel, which accounted for about 6% less than the previous year.

In the past, luxury consumers in China had always purchased luxury goods such as Milan, Paris, New York and London as luxury goods.

This is partly due to luxury goods both domestically and overseas.

Huge retail price differentials exist, and the domestic fake market is flourishing.

Most of these two factors still have some influence on respondents who prefer to buy abroad, but as time goes on, this influence is also greatly weakened.

First, the impact on China is the rise of China's luxury market. Many luxury brands and retailers have adopted an all directional sales model -- establishing a complete retail infrastructure from online to offline, and providing them exclusively for the domestic market.

The new series is designed.

In Fortune magazine's survey, nearly 62% of respondents also indicated that they hoped that the retail price of luxury goods in mainland China could be more competitive in other regions, while providing better after-sales service and a complete online sales channel and sales staff who could establish emotional connections with consumers.

However, for luxury brands, WeChat is still developing China.

In the process of competition.

On July seventh, 2016, Dior used WeChat advertising to promote Valentine's Day handbags. The ad reached 43 million exposure at that time, and the average residence time of users was more than 10 seconds, and its links were shared about ten thousand times.

This successful attempt has given more brands confidence in WeChat.

As of 2017, there were more than 500 advertisements for luxury brands in WeChat's circle of friends, and Cartire, Vacheron Constantin, Celine and other brands also set up their own official WeChat public numbers and small programs.

In addition to this, WeChat launched the function of "official boutique" at the beginning of this year. Gucci, LV, Cartire and other luxury brands built WeChat's official mall under this function.

However, it is hard to say whether WeChat, which looks hot, can become a long-term cooperation platform for luxury brands.

On the one hand, Alibaba and Jingdong have established luxury centers in recent years, which can achieve direct sales of brands. Most of WeChat is promoting by special or one-time promotion.

On the other hand, the audience of WeChat is obviously younger. For this part of the young consumers, the price of consumer goods is not necessarily affordable. For some of the luxury brands that have just joined, it is obviously not realistic to put chips on WeChat.

So we can only say that at present, the combination of WeChat and luxury goods is still in the test stage. Whether long-term cooperation can be seen depends on consumers' feedback and the importance of luxury brands to the platform.