INFO:

“When you’re a brand, you look at your customers. Your customers are on WeChat; so you have to be there,” says CEIBS Adjunct Professor of Marketing, Michel Gutsatz. He points out that the multi-purpose app takes up 35% of the four hours per day the average Chinese person spends on his phone. Savvy prestige brands, Prof. Gutsatz says, can use the platform as a relationship builder, one that provides an opportunity for interaction at the personal level. “This is the essence of luxury, personalisation.