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Uniqueness of Wechat ecosystem
Positioning the footprint of luxury market
Best-in-class cases
Innovative trends noticed
Uniqueness of Wechat ecosystem
CRM Oriented ：Since luxury industry attaches great importance to customer’s value chain on WeChat, the after-purchase service chain is delicately designed.
Fragmented Exposure：The time-honored experience in offline retailing not only serves as the major source of traffic but also presents difficulties for brand management as in-person and in-store touch points are too fragmented to achieve greater traffic at higher quality.
Omni Mindset：Always keep the omni mindset. It’s the core of luxury industry to provide seamless online-offline service.
Positioning the footprint of luxury market
From pure brand education to a full matrix of services and seamless brand online and offline experiences.
Wechat Store:
Wechat store enables brands to convert social power into commerce. But in the market, brands need to build blue sky thinking with no boundaries. We’re trying to give you some ideas about the baseline and how to stand out.
Wechat tools
99% of prestigious maisons have developed premium brand zone on wechat. As moments ads are losing their ground and brands find it increasingly expensive and hard to make profits.
Red envelopes and stickers always come with campaigns and special occasions, such as CNY, a typical campaign occasion.
93% of brands have launched their video accounts on wechat to ride the trend of short video.
Mini-Program
80% of luxury and fashion brands have shopping function mini-program.
30% have CRM-based mini-program, such as customer care for jewelry brands, after-sales service.
28%have omni mini-program, such as RSVP, offline reservation, offline pickup, etc.
Case Study for Watch & Jewelry-Cartier
Smart Recommendation Customized Filter
Cartier is dedicated to navigation & filtering design so as to offer consumers visualized and customized recommendation.
Gifting & Packing Customization Product
Cartier presents a detailed guide on selecting gifts under different scenarios with premium service on packing, customization and delivery to make everything perfect.
Virtual Try-on &360° Show
Cartier provids top level try on experience and 360 show. You can see all details and material reflection.
Online Pre-order & Offline Pickup
In checkout page consumer could choose delivery-to-home or pick-up offline.
Case Study for Fashion-Ralph Lauren
New Retail Hub
Consumer can swiftly join offline activities and be connect digitally via mini-program, engaging in a series of services including coffee shop order, reading group, AI try on, activating reservation and receiving brand introduction.
Mid-year Special Offer
Ralph Lauren have highlight discount mechanism directly on promotion season with clear and exclusive brand message through banner and icon.
Online Pre-order & Offline Pickup
Apart from the services in new retail hub, Ralph Lauren has omni pre-order and pickup function, striving for a more consumer friendly experience in the digital world.
Shop by Look
Ralph Lauren not only has still image look-book, but also turns assets into animation to help create vivid mix and match.
Innovative Trends Noticed
AR/VR
In the luxury industry, AR and VR are seeing peak adoption. Not limited to the Jewelry category, but widely used in FTW and bags.
1-on-1 video chat.
Real-time video interaction is an upgraded solution to traditional online customer service.
Pre-order.
Customers can order the latest products on the runway show, and collect VIC orders in a faster and digital way.
NFTs
The Metaverse is one of the hottest topics in the industry, and some brands are already experimenting with NFTs tokens when planning big events in the Metaverse.
Who we studied - 94 top lurxury brands
International luxury & fashion brands across Pretigious maisons | Watches | Jewelry | Fashion | Bags | Shoes | Ready to wear