“Brands adopting social communication have an outstanding ability to be visible to the end user.”
China is tapping chat commerce in other ways too. Its leading messaging service WeChat has evolved into a multipurpose ecosystem: in January 2017 it launched Mini-programs, a sub-platform providing businesses with a new portal to sell from. Today there are over 580,000 Mini-programs ranging from ride-hailing and food delivery to shopping. Thanks to the app’s massive social network, brands taking advantage of this scheme can potentially tap its 980 million monthly active users.
Needless to say, a number of luxury brands in the West are paying attention….
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