LV Enters Xiaohong Book, Opens Official Account, Luxury Brand Speeds Up Layout Of Online Channels

Winning business network found that in early May, the world's largest luxury brand LV officially entered Xiaohong's official account, mainly used to push product information, and LV became the first luxury brand to enter Xiao Hong's book.

At present, LV's official account on Xiao Hong book has released 1 videos and 6 pictures, all of which are displayed on the LV chain package star, including the stars of Jiao Junyan, Fan Chengcheng, Di Ali Gerba and Chen Baiyang. The account has attracted 14 thousand fans and received 22 thousand praise and collection.

At present, there are only two official channels to buy LV products: brand official website and WeChat.

It is understood that Xiaohong has developed into the world's largest consumer word of mouth library and community e-commerce platform. At present, there are more than 200 million users, of whom 60% come from a second tier city, and 70% are born after 90 or younger. Xiaohong book has attracted a large number of stars such as Lin Yun, Fan Bingbing, Qi Wei, Jiang Shu Ying and so on. Its "carrying capacity" has soared all the way.

Therefore, in the case of LV, stationing in Xiaohong book has undoubtedly increased an online exposure channel. The winning business network shows in the little red book search keywords "LV". There are 330 thousand + Notes in this note, which shows that the brand has a high degree of concern in the little red book.

According to the latest report of Guotai Junan, the scale of Chinese women's consumption market has reached 670 billion US dollars. Over the past five years, the total expenditure of Chinese female consumers has increased by 81%, of which 55% comes from online, far more than that of online shopping. The rise of "her economy" also drives high-end luxury goods to accelerate the layout of online channels, such as Sandro, Maje, MOSCHINO, etc. have been settled in Jingdong, Givenchy, Armani and other flagship stores in Tmall, Bally has also officially entered Tmall luxury luxury platform Luxury Pavilion......

According to statistics, Chinese consumers will account for 40% of global luxury goods consumption in 2025, and will become the main consumer after 65 and 70. In terms of specific purchase decisions, 80 and 90% were more dependent on the comments on the e-commerce platform. 54% of respondents said they would refer to buyers' comments, while only 65 of them would do so after 65 and 70. This also means that Xiaohong, micro-blog and other social media, as well as Jingdong, Tmall and other e-commerce platforms are becoming an important driving force for consumers to buy luxury goods. Author: Chen Qiqi