Following 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, basically programs within WeChat, have established themselves in China’s internet ecosystem since launching early last year. For luxury brands, the feature now gives the chance to join and engage with more than 280 million daily busy customers, according to a recent report by research agency ALD.
Burberry’s new mini-program encourages followers to participate in a match with their partners, based on discovering several types of relationships. Following a short quiz, with questions such as,”Which shirt would you most like your spouse to wear a date?” (all Burberry, naturally ), couples have been matched using one of 27 different”relationship outcomes” to describe their partnership — including”when cats meet dogs” and”the tale of fire and ice”.
Completing the game provides the user access to shop Burberry’s most up-to-date collection, such as two new Qixi luggage exclusive to China. Josie Zhang, vice-president of Burberry in China, said,”Mobile has become the largest digital channel for all of us in China. The WeChat mini-program permits the customer to experience our new in a seamless and engaging way, which is perfect for social trade.”
According to Burberry, the Chinese luxury customer is now demanding social networking platforms that offer personalisation and responsiveness — to replicate an eye-opening encounter.
“We’re expanding the leather products offering and we launched the Belt Bag globally. The Belt Bag has played exceptionally well in China, which explains why we are releasing an exclusive red version. This is a high quality large bag in a higher price point and it’s been very well received, particularly in China.”
That is actually the first time Burberry has established a China-only solution, and comes following the launch last month of the brand’s Q1 Financial Review. According to the report, earnings in the Asia-Pacific area saw mid-single digit percent increase, led both by Chinese customers shopping at home, and Chinese vacationers spending in other Asia-Pacific destinations.
The launch of Burberry’s first mini-program is the next in a line of tactical ideas expecting to strengthen the new Chinese social commerce existence.