Dior Launches Exclusive Limited Series Collection on WeChat

It happened. A luxury brand has launched an exclusive limited series collection on WeChat, and none other than Dior.

What were the initial objections?

• We can’t offer channel exclusive products

• WeChat is just a social media channel out of many, we must have a consistent content strategy across the board

• Luxury would never do this.

But then again, it seems like Dior gets that this is where the consumer is, and as in our blog post, China’s shoppers operate very differently from shoppers in the West. Brands go to them. Even online, they don’t go to a centralized website that takes them out of the TMall or JD.com shopping platform, they set up official stores in TMall’s Luxury Pavilion at the convenience of the shopper, NOT at the convenience of the brand’s digital tracking efforts.

Do you want to close the deal? Make it easy for shoppers to find your brand and products on platforms where they spend the most time.

Not only has Dior stepped past the perceived boundaries of luxury branding by launching the limited series on WeChat, they have also chosen to feature a relatively newcomer China Idol, 刘雨昕 (Liu Yu Xin), who was recently selected as the lead singer of newly-formed girl’s group THE9. 

Most brands would want to stick to more established celebrities for luxury brands. So this is another interesting move by Dior. 

Luxury brands are said to be relying on the China market to boost their sales numbers as the rest of the world economy is still sluggish in comparison, taking a long time to recover from the global pandemic; those who succeed will inevitably have to adapt to China’s culture and eCommerce best practices. 

Are you a luxury brand looking to strategize your marketing and sales strategy for the China market? Contact our Chinese Marketing Specialists at info@catalystagents.com today.