Dior Tries To Attract More Than 3 Million Customers On Wechat By "Seeing And Buying"

　 Dior "Buy Now" The event attracted more than 3 million visitors. French fashion brand giant Christian Dior has become the first to try "Buy Now" on WeChat A luxury brand.

This one hour live broadcast was held on November 16 by Peter, creative director of Dior Beauty Philips hosted and provided makeup skills and tutorials, in which the products displayed included a small bottle foundation worth 400 yuan and lipstick worth 300 yuan. More than 300 Chinese media and KOL participated in the event. It is worth mentioning that this activity was carried out in Chengdu. In recent years, Chengdu luxury goods Consumption has soared, and the place has become a gathering place for brands to open flagship stores and hold activities.

This activity is a visit Dior WeChat applet % of the visitors provided the shopping function of "look and buy", attracting more than 3 million visitors (3212085 people in total).

For a long time, the live broadcast sales business in China has been dominated by Alibaba Group, which has achieved very successful results by stimulating consumption in the form of "seeing and buying". Group data shows that in 2017, more than 68 million monthly active users watched live broadcasts on Taobao, and one half of the audience will eventually visit relevant online stores.

The live broadcast function of WeChat applet was also recently opened to the brand, and the addition of Dior enabled more Luxury brand Seeing the opportunity to use WeChat for live broadcast sales, it provides them with another new way of communication and sales besides Ali. Since WeChat now has more than 1 billion users, the platform will also become an ideal place for Chinese consumers to conduct social commerce.

Dior also analyzed the users who participated in the live broadcast, and about 60% of them were women. Chengdu, Guangzhou and Shenzhen are the three largest cities with the most visitors. At the same time, about 38% of them were born after 1990 and before 2000. 32% are post 80s generation (born between 1980 and 1989) and 20% are post '00 generation (born after 2000).

The purchase process is simple. When viewing the session, users can scroll down to view the list of featured products (including names, price tags, etc.) and place orders directly. They must use WeChat payment to settle transactions.

　 Further tap the potential of social shopping

Dior uses WeChat applet to realize live sales Luxury industry The first example in. The brand relies on the WeChat ecosystem and big data analysis to filter out the audience who are interested in the brand, and put advertisements on the audience to estimate the number of visitors.

Dior has placed advertisements in the circle of friends on WeChat from November 13 to 15. Give Jing according to the brand According to the information provided by Daily, there are multiple channels for advertising this event, covering 1.5 million WeChat users: there are fans of Dior WeChat account, users who have interacted with Dior advertising, some KOL fans, and have searched for "Dior Backstage users, dithering and Easy live broadcast Of active users, as well as users who were previously interested in beauty products.

Dior's Applet The live broadcast countdown page is displayed, and users are encouraged to provide relevant personal information, such as phone numbers, to subscribe to activity alerts. To facilitate users to place orders in advance, the countdown page also lists products with prices ranging from 300 yuan to 460 yuan.