The Dior guide to selling luxury on WeChat

Dior, a typically e-commerce-shy luxury brand, took a digital step forward by selling handbags directly to consumers on WeChat.

Last week, a limited number of the Lady Dior bag went on sale on WeChat, with the only announcement leading up to the release coming the day before in the form of a teaser on the company’s public WeChat account. The message told followers to return the next day for a “surprise,” accompanied by photos of the bags. It sold out within the day, each selling for 28,000 yuan ($4,210). Payments for the bag were accepted through WeChat’s payment system as well as Alibaba’s Alipay tool.

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