WeChat is China’s most popular app, but most luxury brands fail to tap into its potential. Rather than take advantage of the platform’s one-to-one nature, brands have used it to push content, as they would with any other social platform – an approach that has been largely ineffective.

The average post by a Fashion or Watches & Jewelry brand gets only 7,000 views, a remarkably low number given the platform’s 700 million-plus users, according to L2’s Luxury China: WeChat report. That low reach forces brands to remain engaged on Weibo, even as that platform’s user number declines.

The study suggests that brands could boost their engagement by investing in customer service, loyalty, and commerce features. Barely 17% of luxury brands on WeChat have integrated loyalty programs, and less than 10% leverage WeChat payments or coupons – missing a crucial opportunity to provide a seamless commerce experience.

Feature adoption

Tommy Hilfiger offers an instructive example of how brands can use the platform as a customer service tool. The brand account offers live chat with customer service agents and lets users track orders made through the Tommy Hilfiger site, mobile app and JD.com store; it even has an autofitting feature providing clothing size recommendations based on customers’ physical attributes. As brands delve deeper into the capabilities of WeChat, this is one way to keep customers shopping.

 

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