Our CEO Charlene shares the role of China social commerce in the growing pre-loved fashion industry on BurdaLuxury. Preowned products are getting popular among Chinese GenZ and Millenials, who are environmentally conscious. In China, WeChat and Xiaohongshu are some popular social commerce platforms that luxury brands usually leverage for different purposes. WeChat launched the WeChat Mini program in 2017, supporting e-commerce, virtual store tours, coupons and other retail services. Many luxury brands, including LV, Dior and Burberry have already established their presence on WeChat Mini Programs to gain higher visibility and drive sales and conversions among affluent Chinese consumers.
In the coverage, Charlene further points out that KOL and live-streaming marketing has largely influenced Chinese consumers’ behaviors, as more people leverage social media platforms for product research and reviews. In a short run, Charlene believes the industry will continue to bloom, with more partnerships between luxury brands and external resale platforms.
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