Luxury Brands’ WeChat Service Accounts Fail to Engage with Customers

(The Jing Daily) - With the increasing presence of Chinese consumers in the global luxury market, a growing number of luxury brands are now turning their attention to China. In hopes of crafting a more engaging shopping experience for Chinese consumers who are less familiar with the social media platforms dominant in the Western world, many luxury brands have turned to the most popular social media platform in China, WeChat, by opening their own WeChat official service accounts. This type of account allows brands to promote their campaigns by publishing articles on WeChat, linking to pop-up stores for special sales events, and providing navigation for consumers to physical stores. However, with the intensity of competition in the Chinese luxury market, establishing a presence on WeChat is not enough for brands to make a big impression on Chinese consumers.