Last year, WeChat launched WeStore, an online store mini program on WeChat. Many companies launched their WeChat stores, including luxury brands. Recently, some users found some luxury brands' WeChat mini programs, such as Gucci and Givenchy, inside JD and Xiaohongshu (RED).

Gucci's Xiaohongshu Company Account shown in search results

Clicking on the ad (the "cat" image) sends users to WeChat for authorization; once acknowledged, it sends the user back to Gucci's WeChat Mini Program home page, integrated on Xiaohongshu platform:

Gucci's WeChat Mini Program home page

French luxury brands YSL and Givenchy have also participated in the test for mini program integration. The test is now limited to very few merchants according to Xiaohongshu.

Xiaohongshu Company Account is an upgraded version of brand account.

In April 2019, Xia...

China’s fashion bloggers maximize their business value – from sashaying down the fashion walkways as models, designing their own clothing line, acting as brand ambassadors and now to even doing direct sales of luxury goods.

Besides engaging influencers (commonly known as KOL) as brand ambassadors or design collaborations, luxury brands now can sell their bags on the influencers’ online shops. This time around, Givenchy has taken the lead to fully utilize the business value of influencers.

Up till April this year, China’s famous fashion blogger gogoboi has collaborated with a few overseas luxury brand and departmental stores to roll out an online collection on Wechat – Fine Selection (不大精选). Ever since the launch, Fine Selection has its most influential marketing campaign, an online exclusive launch of Givenchy new collection of Duetto bag – 7 colors, with only 6 pieces available each color.

This is the first ever online launch of a luxury collection on an influencer’s onli...