Christian Dior has become the first luxury brand to sell top-end bags on WeChat, the most popular messaging and social network in China, offering its iconic Lady Dior bag on the platform.
On Monday, the designer brand posted its limited edition small Lady Dior for the upcoming Qixi, or Chinese Valentine’s Day, which falls on Aug 9 this year.
Dior aimed to sell the bag between Monday and Thursday, but the bag sold out online on Tuesday.
SEE ALSO: Christian Dior expects strong China business
For this limited edition handbag, consumers can drag the online pictures of the decorations they want onto the bag, tailor-making them to their needs.
The bag is priced at 28,000 yuan ($4,210), and buyers can directly purchase and pay through WeChat.
“Since luxury brands can find their target consumers by big data of WeChat, the largest social network in China, it’s easier for them to advertise and sell products on WeChat,” said Lu Zhenwang, an internet expert and chief executive officer of the Shanghai-based Wanqing Consultancy.
Some other luxury brands, including Cartier, International Watch Company, Montblanc and Longchamp, have already launched their online sales platforms on WeChat, and provided some special services and discounts.