This article was written by Tamsin Smith and originally published in Jing Daily
After the likes of Longchamp, Gucci, Michael Kors and Fendi, Burberry has become the next worldwide luxury giant to open a formal WeChat mini-program. The brand’s mini-program campaign takes the form of a social sport in honour of Chinese Valentine’s Day — or Qixi — that this year falls on August 17.
Mini-programs, essentially apps within WeChat, have established themselves in China’s online ecosystem since launch early last year. For luxury brands, the feature now gives the opportunity to connect and engage with over 280 million daily busy customers, according to a recent report by research agency ALD.
Burberry’s new mini-program encourages followers to take part in a game with their partners, based on discovering different kinds of relationships. Following a short quiz, with questions such as,”Which shirt would you most like your partner to wear on a date?” (all Burberry, naturally ), couples are paired using one of 27 different”relationship results” to describe their partnership — including”when cats fulfill dogs” and”the narrative of ice and fire”.
Completing the match gives the user access to store Burberry’s latest collection, including two new Qixi bags exclusive to China.
Josie Zhang, vice-president of Burberry in China, said,”Mobile has become the biggest digital station for all of us in China. The WeChat mini-program allows the client to experience our new in a seamless and engaging manner, which is perfect for social trade.”
According to Burberry, the Chinese luxury customer is now demanding social commerce platforms that offer personalisation and responsiveness — to replicate an in-store experience.
“We are expanding the leather goods offering and we launched the Belt Bag globally. The Belt Bag has played exceptionally well in China, which explains the reason why we are releasing a distinctive red edition. This is a high-quality large bag at a higher price point and it has been very well received, particularly in China.”
This is actually the very first time Burberry has launched a China-only product, and comes following the release last month of this brand’s Q1 Financial Review. According to the report, earnings in the Asia-Pacific region saw mid-single digit percentage growth, led both by Chinese customers shopping in the home, and Chinese vacationers spending in additional Asia-Pacific destinations.
The launch of Burberry Bags initial mini-program is the next in a line of tactical ideas expecting to strengthen the brand’s Chinese societal commerce existence.