Louis Vuitton opens account on Chinese social commerce site XiaoHongShu
Louis Vuitton has had a social media presence in China on WeChat and Weibo for a few years, and has now debuted on XiaoHongShu, the new social commerce site that is booming in China. XiaoHongShu was created in 2013 as a site for Chinese tourists abroad to share shopping tips and experiences. Also known as Red - the name ‘XiaoHongShu’ means ‘little red book’ in Chinese - it then started to distribute products, and quickly turned into a highly successful e-tail site.
XiaoHongShu operates also Red Mall, its own e-commerce platform. It built its success on authenticity, as a source of credible, trusted shopping recommendations and advice, based on genuine consumer experiences and with a community feel. XiaoHongShu claims nearly 200 million young, middle-class Chinese monthly users, and a presence on the site has now become a must for international brands keen to enter the Chinese market.
According to a source, Louis Vuitton opened an official account on XiaoHongShu in early May. The LVMH group's leading label premièred on the site with a series of posts on its handbag and clutch collection, in collaboration with local opinion leaders. An effective way to reach out to Millennials and Chinese consumers, the two segments with the highest potential within the luxury market.
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