How Chinese ‘Super App’ WeChat Benefits Luxury Brands
Update: 2016-10-18
Description
“When you’re a brand, you look at your customers. Your customers are on WeChat; so you have to be there,” says CEIBS Adjunct Professor of Marketing, Michel Gutsatz. He points out that the multi-purpose app takes up 35% of the four hours per day the average Chinese person spends on his phone. Savvy prestige brands, Prof. Gutsatz says, can use the platform as a relationship builder, one that provides an opportunity for interaction at the personal level. “This is the essence of luxury, personalisation. It’s also about having a one-to-one conversation. This is what you, as a customer, require today. So WeChat is a great, great instrument for luxury brands. But they still have to learn how to use it correctly.”
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