Innovation in post-coronavirus China, Louis Vuitton is the first luxury brand to create original interactive content using livestreaming.
LONDON — Luxury brands’ livestreaming war in China to fight for online shoppers’ attention is going strong beyond fashion week and after the coronavirus lockdown.
Almost a year after Louis Vuitton made its debut on China’s popular social commerce platform Xiaohongshu, the French luxury brand will on Thursday use livestreaming to further boost its awareness and sales in tie-ups with Zhong Chuxi, a friend of the house, and influencer Yvonne Ching.
Both of them are active users with a massive following on the Xiaohongshu platform. They will showcase the summer 2020 collection in Vuitton’s flagship in Shanghai’s Plaza 66 in the evening.
Viewers will be able to purchase promoted items, such as a parka with a printed monogram and a new colorway of the Onthego tote bag, in real time by clicking through links to the official web site.
For Xiaohongshu, which is said to be in a series E round of financing that will value the company at $5 billion, livestreaming is a powerful tool to build engagement and e-commerce.
The function is still in its trial period. Only a limited number of brands have been granted access, such as popular Chinese beauty brand Perfect Diary and Grain Rain, and hotpot franchise Lao Wang.
Louis Vuitton will be the first luxury brand to create interactive original content in China using livestreaming. It is the most followed luxury brand on the platform, with 120,000 fans.
The number of Xiaohongshu’s daily active users saw a 35 percent increase during the COVID-19 outbreak in China, and average usage increased by 44.9 percent.
Other luxury brands with a Xiaohongshu presence include Dior, Fendi, Gucci, Chloé, Loewe, Givenchy, Yves Saint Laurent, Jimmy Choo, Salvatore Ferragamo, Omega, Harry Winston, Qeelin, De Beers and Vacheron Constantin.
Louis Vuitton will livestream on March 26 to promote its summer 2020 collection.
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