Last year, WeChat launched WeStore, an online store mini program on WeChat. Many companies launched their WeChat stores, including luxury brands. Recently, some users found some luxury brands' WeChat mini programs, such as Gucci and Givenchy, inside JD and Xiaohongshu (RED).

Gucci's Xiaohongshu Company Account shown in search results

Clicking on the ad (the "cat" image) sends users to WeChat for authorization; once acknowledged, it sends the user back to Gucci's WeChat Mini Program home page, integrated on Xiaohongshu platform:

Gucci's WeChat Mini Program home page

French luxury brands YSL and Givenchy have also participated in the test for mini program integration. The test is now limited to very few merchants according to Xiaohongshu.

Xiaohongshu Company Account is an upgraded version of brand account.

In April 2019, Xia...

Gogoboi, a fashion blogger who has exclusively released GIVENCHY handbags on Wechat, now works exclusively with GUCCI to launch the GUCCI 2017 Holiday series.

On one hand, this is the first time that GUCCI has authorized the sale of products on a third-party platform in China. On the other hand, this also indicates that the voice of fashion icons such as Gogoboi and KOL is on the rise. Gogoboi and GIVENCHY have both successfully cooperated together in the past. GIVENCHY China decided to release their new mini bag 'Duetto', on Gogoboi's online shop "No big selection". Until then, luxury brands have not done so globally.

The end effect resulted in 7490 handbags, 7 colors, 42 packs, being sold out within three days. The GUCCI limited edition online release was from December 15 to 17.

"GUCCI is larger than GIVENCHY in terms of brand size and popularity, and this time the limited edition GUCCI HOLIDAY series is involved, which already generates a certain topic on its own, so fa...