According to Luxurydaily.com, Christian Dior is the first high-end luxury label to sell an expensive designer bag directly through the app.

Dior promoted a special handbag at the occasion of the Chinese equivalent of Valentine’s Day, ‘Qixi’. David Nauman, an expert of Boston Retail partners interviewed for the article, called the marketing campaign’s success ‘phenomenal’.

The success of this effort shows how important adaptation to local habits and preferences is. WeChat is immensely popular in China, boasting 700mn users in the People’s Republic alone.

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