Hermès ups China digital game with launch of WeChat pop-up store
Hermès launches its first WeChat pop-up store, which will last for two weeks, in a bid to step up its digital innovation in China
This article was written by Ruonan Zheng and originally published in Jing Daily
The WeChat post by the brand to introduce the pop-up store has a 13-second promotional video about the new Éperon d’Or Hermès x Apple Watch. The product, in collaboration with Apple, features the classic pattern of Hermès scarf on the wristband. The pop-up store will last for two weeks, ending on November 5.
When clicking on “read more” at the bottom of the post, readers are taken directly to Hermes’ watch collection page which offers a detailed view of six models. The prices range from 8,988 yuan (US$1354) to 10,988 yuan (US$1655). Buyers need to register an account with the site – leaving their phone number and other relevant information – to track the order, and they must use WeChat Pay to complete the deals.
Chinese consumers have shown high interest in Hermès’ WeChat offering: by the time of this publication, the post had attracted 15,986 pageviews.
According to Hermès’ earnings results of the first six months of 2017, China led the growth in the Asia-Pacific region, contributing 14 per cent to the region’s total revenues. The brand continues to see rising interest among Chinese customers in purchasing its signature handbags, namely the Birkin Kelly, Constance, and Lindy models.