Insight Report  June 16, 2016

Luxury China: WeChat

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Luxury China brands have incorrectly approached WeChat by not taking advantage of the many capabilities offered by the platform and simply using it as any other social media application. The inherent one-to-one communication nature of WeChat makes it better suited to execute more direct strategies involving loyalty, CRM, and online-to-offline (O2O) tactics rather than the traditional social media strategies that push content.

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