How chinese shopping habits have changed after covid 19. Shanghai china a 2500 thousand year old story of the doomed love of a weaver girl and a cow herder does not seem like the most natural opportuity for luxury brands to tap the distinctly modern world of chinese social commerce but that is what is increasingly happening with qixi festival.
Luxury Brands Celebrate Chinese Valentine S Day On Wechat Jing
This years festival also known as chinese valentines day falls on august 17 and in.
Chinese valentines day luxury. For chinese valentines day burberry has released its red belt bag and red pin clutch which are only available in china on social platforms wechat and weibo burberrycn and in mainland china stores. Luxury conversion rates online trending similar to essentials omnichannel businesses. One year later more brands than ever are now eager to join the club on this special day which this year falls on august 28.
Its a couple of weeks away but there are already five luxury brands making exclusive offers on wechat. In the past few years chinese valentines day aka qixi has proven to be a battlefield where luxury brands can win over chinese consumers heartsthis years holiday will fall earlier than usual on august 7 but many brands started planting gift ideas into consumers minds for sometime now. In a sea of luxury brands struggling to stand out during the gifting extravaganza that is chinese valentines day qixi valentino managed to rise above by leveraging hunger marketing to drive e commerce sales.
17 2018 chinese valentines day qixi and luxury marketing are proving to be a real match made in heaven especially when it comes to new creative campaigns on wechat to draw consumers in. Women in luxury 2020 new york conference moved to wednesday july 8. 28 2017 modern chinas rush to internationalisation has meant an increasing embrace of global festivals and holidays but marketers havent forgotten traditional chinese holidays as an opportunity for promotions and online sales experimentation.
A limited number of special items are available on the platform from catena city knot handbag 7233 to intrecciato maze wallet 654 much to the delight of bottega venettas chinese fans. Chinese valentines day qixi gives luxury brands the chance to raise their game by meaghan corzine aug. Dior was the first luxury brand to start selling on wechat during last years chinese valentines day.
Luxury brands see online frenzy for chinese valentines day ruonan zheng share lipstick and fashion accessories were a hit this year on chinese valentines day as many luxury brands got creative with their campaigns. The italian luxury brand bottega veneta launched its chinese valentines day campaign on july 31 via wechat mini program. Luxury brands cash in on chinese valentines day by casey hall aug.
The exclusive belt bag is on sale for 2617 17900rmb with the pin clutch retailing at 1637 11200rmb. How can brands ride on chinas rebound from covid 19.
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