Building the footprint of luxury retailers in China requires more than just the simple translation of a brand’s social calendar
Coach, Burberry, Chanel and Stuart Weitzman are all using the WeChat app to build brand awareness in the Chinese market. The app allows brands to nurture one-to-one relationships with online shoppers through direct messaging.
In March, WeChat reached 760 million active monthly users (a 40% year-on-year increase). The app is used to connect friends, brands and services, helping retailers bridge the online and offline gap.
Stuart Weitzman has focused on China in recent years. Prior to engaging with WeChat they ran billboards, and mall-signage. They’re now moving investing heavily in WeChat campaigns. Their recent campaign, featuring renowned model Gigi Hadid and gamification, is the result of these new investments in Social Media.
They pointed out that though WeChat is like Facebook and Instagram, in that it allows you to curate brand content, it’s not simply a content or messaging app. WeChat incorporates CRM and eCommerce tools making it a better partner for cross border eCommerce efforts.
“Chinese social media campaigns need to emphasize more interactive experiences. The text copy itself has to be longer and more detailed than what we’d normally design for Western consumers. The longer the copy, the more authentic they feel it is,” they said.
Successfully building a brand’s footprint in new markets requires an eCommerce solution that ticks all the local boxes, but also approaching advertising and social media with localized content. It’s not as simple as simply advertising on WeChat or posting to local platforms, luxury brands need to consider how shoppers in new markets navigate apps, what they’re looking for and the quality and frequency of content expected. For instance, those entering the Chinese market need to develop longer content with a nod to gamification, if they hope to engage the WeChat audience.