WECHAT LUXURY RANKING - 2020 EDITION - Wsimg.com
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WECHAT LUXURY RANKING 2020 EDITION
INTRODUCTION 2021 – ChatLabs’ WeChat Luxury Ranking
WeChat’s Potential for Luxury Fashion WeChat Mini Program Engagement, Year-on-Year Increase
2019 to 2020
With one billion daily active And while the 2020 global
users, WeChat functions as a luxury market shrank by 23
”super app,” an online hub for percent compared to last year,
virtually all of its users’ daily the Chinese luxury market grew
online activities, from calling a by 48 percent.
400 +25 +67%
cab and video chats with friends
to transferring money and In The State of Fashion 2021 Million Daily Average Number of Average Transaction
Active Users MPs Used per User Value per User
booking holidays. The release of report, Business of Fashion and
the WeChat Mini Program (MP) McKinsey & Company predicted
in 2017 ushered in the that fashion sales in China will
revolutionary capability to sell on make a full rebound by the first
mini apps within WeChat quarter of 2021 at the latest, with
without linking to an outside Europe and the US recovering on WeChat Mini Program Transactions Value
platform. a much slower timeline. In RMB Million, Approximate Value
Thiscombined with the
WeChat MPs brought in expanding capabilities of the
transactions of $123.19 billion in WeChat ecosystem for e-
2020 , and August 2020 saw a commerce, means that fashion
year-on-year increase in GMV of luxury brands have a great
0 %
115 percent. Due to its growth in opportunity to harness the 1 0
popularity, WeChat has become platform for growth. 1600
essential to global luxury brands. 2.”Go mini or go home: China’s Tencent pushes
for e-commerce breakthrough on WeChat via in-
app programs,” South China Morning Post, 18
September 2020, scmp.com.
800
1. WeChat Bulletin, https://mp.weixin.qq.com/ 3. China’s Unstoppable 2020 Luxury Market,
s/mOLOyx5N-Ov69g0FkSHO2Q, 19 January Joint Report by Tmall Luxury and Bain &
2021. Company, December 16, 2020
2019 2020
2
DIMENSIONS 2021 – ChatLabs’ WeChat Luxury Ranking
The Flywheel
The WeChat flywheel covers all key areas
that drive overall growth for your business.
ADVOCATES UNKNOWN
Each element is as important as the other
and are considered the driving forces
behind the ‘wheel’ spinning into business
M
AR
growth. The flywheel takes people from
E
IC
complete strangers to becoming brand
KE
RV
advocates, thus creating even more
TIN
SE
demand in the market. GROWTH
G
In our assessment of WeChat performance,
we examined nine sub-dimensions within
each of the three key flywheel dimensions.
With a total of 32 features evaluated, SALES
we were able to produce a well- rounded
picture of how fully brands were taking
advantage of the WeChat ecosystem to CLIENTS PROSPECTS
drive growth.
3
DIMENSIONS 2021 – ChatLabs’ WeChat Luxury Ranking
MARKETING SALES SERVICE
Search: Product Presentation: Chatbot :
ID Optimization, Verification and Product Videos, AR/VR Features, Product Chatbot Recognizes CRM Profile or Asks
Trademark, WeChat QR Code on Web Descriptions for Information, AI Chatbot Recommends
Site, LBS Locator, Mini Program Links in Topics With Automated Answers
Official Account, Optimization of E-
Commerce Store, Search Capabilities in E-
Commerce Store, Brand Zone
48-Hour Journey: Checkout: Live Support:
User Name in Welcome Message, Push Consistent Access to Customer Service, Offers Live Support, Immediate Response,
Binding or Loyalty Program, Push E- Use WeChat API, Show Shipping and Name of Assistant in Chat
Commerce, Push Promotions, Call to Return Information on Product Page
Action Messages
Personalization: Online-to-Offline: Friendliness of Use:
Loyalty or Membership Program, Click-and-Collect, Allows Online Booking Customer Name in Message, Customer
Consistent Access to Customer Service of In-Store Appointment Service Mini Program, Ends Chat With
Rating Request or Farewell Statement
4
TERMS AND TOPICS 2021 – ChatLabs’ WeChat Luxury Ranking
MARKETING SALES SERVICE
Official Account (OA) – Serves as a 48-Hour Journey – When a new Product Presentation – WeChat Customer Service Options –
focal point for a brand to gather user starts following a brand’s OA, allows for a wide variety of These include autoresponders,
followers, send them content, push the account can send an unlimited browsing features, from AI chatbots, and live support
promotions, offer customer service, number of messages in the first 48 categories and search bars to chats. These can be conducted
and redirect to e-commerce. hours (hence, the “48-Hour AR/VR presentation of in a dedicated Service Session
Journey”). products. chat or within the OA chat.
Mini Program (MP) – A brand’s own
mini app within the WeChat app. The responses and engagement Checkout – Brands can utilize Friendliness of Use – Options
with this series of messages help the WeChat’s API to reduce for personalization abound,
Brand Zone – a styled and brand tag the user and drive them to checkout time to 20 seconds. from including the client’s name
controlled display to be shown as take immediate action such as in the customer service chat to
the first search result for a brand’s making a purchase or joining a Online-to-Offline – As offering a support agent’s
name and self-defined SEO terms. loyalty program. customers prefer to visit brick- WeChat Work contact for more
and-mortar stores if possible, congruous service.
Depending on which class of Brand these appointment features are
Zone is selected or allowed (a brand a great way to connect with
must meet certain qualifications to clients in WeChat.
access higher classes), it can easily
fill a user’s screen and dominate
search results. It provides a one-
stop-space, with links to the brand’s
OA, MP, current promotions,
customer service, and recently
published content.
5
RANKING 2021 – ChatLabs’ WeChat Luxury Ranking
# BRAND SCORE # BRAND SCORE
1 Pandora 23 10 Ermenegildo Zegna 18
2 Chow Sang Sang 22.6 11 Fred 17.9
3 Estée Lauder 20.5 12 Celine 17.6
4 Longines 19 13 Michael Kors 17.6
5 Lancôme 18.8 14 Louis Vuitton 17.4
6 Gucci 18.5 15 Bvlgari 17.3
7 Berluti 18.3 16 DeBeers 16.8
8 Calvin Klein 18.2 17 Givenchy 16.7
9 Ralph Lauren 18 18 Coach 16.5
ELITE 20 ADVANCED 16-20 INTERMEDIATE 12-15 ELEMENTARY 4-11 NOVICE
RANKING 2021 – ChatLabs’ WeChat Luxury Ranking
# BRAND SCORE # BRAND SCORE
19 Dunhill 16.5 27 A. Lange & Söhne 15.8
20 Yves Saint Laurent 16.4 29 Hermès 15.6
21 Tommy Hilfiger 16 30 Hublot 15.5
22 Tissot 16 31 Dolce & Gabbana 15.4
23 Cartier 15.9 31 Breitling 15.3
23 Loewe 15.9 33 Clarins 15.3
23 Rimowa 15.9 33 Valentino 15.1
23 Loro Piana 15.9 35 Shiseido 15
27 Jimmy Choo 15.8 35 Chaumet 15
ELITE 20 ADVANCED 16-20 INTERMEDIATE 12-15 ELEMENTARY 4-11 NOVICE
RANKING 2021 – ChatLabs’ WeChat Luxury Ranking
# BRAND SCORE # BRAND SCORE
37 Chanel 14.9 46 IWC 13.1
38 Dior 14.6 47 Chloé 13
39 Armani 14.3 47 Prada 13
40 Chow Tai Fook 14.2 47 Piaget 13
40 Swarovski 14.2 50 Balenciaga 12.9
42 Miu Miu 13.8 51 Alexander McQueen 12.8
43 Salvatore Ferragamo 13.6 52 Hugo Boss 12.5
44 Boucheron 13.5 52 Versace 12.5
45 Stella McCartney 13.2 54 DKNY 12.3
ELITE 20 ADVANCED 16-20 INTERMEDIATE 12-15 ELEMENTARY 4-11 NOVICE
RANKING 2021 – ChatLabs’ WeChat Luxury Ranking
# BRAND SCORE # BRAND SCORE
55 Jaeger-LeCoultre 12.1 64 Pomellato 10.8
56 Tiffany & Co. 12 65 Patou 9.8
57 Cha Ling 11.8 66 Van Cleef and Arpels 9.6
58 Burberry 11.3 67 Vacheron Constantin 9.5
58 Moncler 11.3 68 Bottega Veneta 9.4
58 Longchamp 11.3 69 Fendi 9.3
61 Tag Heuer 11 70 Ted Baker 9
62 Guerlain 10.9 71 Harry Winston 8.8
62 Zenith 10.9 72 Bremont 8.6
ELITE 20 ADVANCED 16-20 INTERMEDIATE 12-15 ELEMENTARY 4-11 NOVICE
RANKING 2021 – ChatLabs’ WeChat Luxury Ranking
# BRAND SCORE # BRAND SCORE
73 Off-White 8.4 82 Messika 6.3
74 Marc Jacobs 8.2 83 Tom Ford 5.8
75 Emilio Pucci 7.7 83 Vera Wang 5.8
76 Kenzo 6.9 85 Omega 5.2
77 Chopard 6.8 86 Fenty 5
77 Panerai 6.8 86 Roger Dubuis 5
79 Mulberry 6.6 88 Patek Philippe 4.9
79 Baume & Mercier 6.6 89 Issey Miyake 4.8
79 Graff 6.6 89 Vashi 4.8
ELITE 20 ADVANCED 16-20 INTERMEDIATE 12-15 ELEMENTARY 4-11 NOVICERANKING 2021 – ChatLabs’ WeChat Luxury Ranking
# BRAND SCORE # BRAND SCORE
91 Rolex 4.3 99 Purdey 0
92 Buccellati 4.1 *We scored brands between November 2020 and January
2021. Some brands may have added or removed features that
93 Moschino 3.6
are not reflected in this score. Shiseido’s Mini Program was
94 Nicholas Kirkwood 3.5 under construction when we tried to access it and did not
become available before publishing this report, so its score is
95 Moynat 2.7 lower than would otherwise be expected. Additionally, some
brands that do not have a WeChat Official Account were still
96 Alaïa 1
able to obtain points because their official website appeared in
our search using WeChat Discovery. However, other brands’
96 Paul Smith 1
websites did not even appear in this search, which is why they
98 Jean-Paul Gaultier 0.7 have zero points.
99 Peter Millar 0
ELITE 20 ADVANCED 16-20 INTERMEDIATE 12-15 ELEMENTARY 4-11 NOVICEINDUSTRY AVERAGE 2021 – ChatLabs’ WeChat Luxury Ranking
We ranked 100 luxury brands to see how they fared on WeChat. Brands were scored across three major dimensions,
Marketing, Sales, and Service, with three sub-dimensions each.
Search
Friendliness 48-Hour Journey
of Use
AVG
11.7
Live
Personalization
Support
Industry Average
Top 20
Chatbot Product
Presentation
Online-to-Offline Checkout
The Average score is out of 30 total possible points. The Industry Average takes into account all 100 surveyed brands,
while the Top 20% is an average of the top 20% of scores in every sub-dimension.
12MARKETING 2021 – ChatLabs’ WeChat Luxury Ranking
Average Marketing Score —— 4.9/10 Performance in Marketing Sub-Dimensions
2020 N=100
Shopping in WeChat usually begins with a user
search yielding a Brand Zone, Official Account,
and Mini Program. Brands should take full
advantage of the several avenues offered by
WeChat, like the 48-Hour Journey, the Official
Account menu bar, and VIP service centers, to
turn prospects into clients.
Excellent
One underutilized element was the 48-Hour
Average
Journey. For example, only 12 percent of our
surveyed brands sent the recommended four CTA Poor
messages to engage new users. Some brands also
could have made better use of Official Account
menu bars, with 81 percent of accounts having
either zero or only one link to a Mini Program, with
Sub-
an average of 3.2 links (compare this to an Dimension
average of 5.2 links in the OA menus of the overall Average
top-ten luxury brands). Search 48-H Journey Personalization Score
5.9 3.4 3.9
13MARKETING SEARCH 2021 – ChatLabs’ WeChat Luxury Ranking
Top Performer: Estée Lauder Inspiration from Chanel
Estée Lauder went beyond the basics of
Brand Zone
trademark verification and an optimized
1. A brand-controlled and styled Brand
WeChat ID. From the beginning of a
Zone is the first result in WeChat
customer’s journey, they maximized Discover search.
visibility in WeChat Discovery by
building out their Brand Zone. They also 2. Customer Service link.
took full advantage of their Official
Account menu bar by linking to their 3. Featured article.
Mini Programs in eight places, ensuring
users would make the connection they 4. Direct links to Mini Program and
were looking for. Outside of WeChat, on Official Account.
their official website, Estée Lauder
5. Latest Articles section.
prominently features a QR code for
users to follow their WeChat Official
Account.
14MARKETING SEARCH 2021 – ChatLabs’ WeChat Luxury Ranking
Top Performer Inspiration from
Characteristics Hublot
When a user starts following CTA Messages
an Official Account,
1. Personalized with
WeChat allows the account user’s name
a 48-hour window in which
2. Personalized to
to send unlimited messages
user’s language.
outside of the four-message
per month broadcast quota. 3. Links to e-commerce
14 percent of brands made Mini Program and
customer service.
full use of this opportunity
by directing users toward 4. Use of Mini Program
useful resources and e- cards and article links.
commerce, as well as by
5. Invitation to chat
customizing content
directly in the Official
according to user data. Account feed.
15MARKETING PERSONALIZATION 2021 – ChatLabs’ WeChat Luxury Ranking
Top Performer Inspiration from
Characteristics Stella McCartney
Offering VIP perks and easy VIP Center
access to customer service
1. Promotes VIP
are expected both by the program in 48-Hour
average WeChat user and Journey.
by luxury clients especially. 2. PQuick access to
Top performers used VIP center from
OA menu bar.
features such as floating
chat bubbles and menu bar 3. Personalized digital
VIP cards.
access to offer live support
and VIP membership 4. Users can easily track
management. Their Mini their VIP status and
offers, along with
Programs also made access
shipping, payments,
to VIP centers easy to find
returns, and customer
and navigate. service conversations.
16MARKETING PERSONALIZATION 2021 – ChatLabs’ WeChat Luxury Ranking
Lancôme and Pandora
Lancôme takes the 48-Hour Journey to sample products, and a customer
the next level by promoting a monthly service chat.
spa treatment for users that bind
their account. Pandora’s VIP benefits are well-
advertised and comprehensive: they
Within their e-commerce Mini Program, include a welcome gift, special access
Lancôme provides continuous access to promotions, birthday gifts, and
to several customer-centric services, jewelry maintenance. Their VIP center
including entrance to private WeChat also allows users to track their rewards
groups, a “Sampling Hub” that allows and access a digital VIP card.
shoppers to select and
Features
1. Floating bubbles in e-commerce
MP linking to customer-focused
services.
2. QR code to join special WeChat
groups.
3. Personalized product sampling.
4. Complementary spa treatment for
users who bind their account.
5. Extensive VIP suite.
6. Visual rewards tracking.
17MARKETING 2021 – ChatLabs’ WeChat Luxury Ranking
Average Sales Score —— 3.8/10 Performance in Sales Sub-Dimensions
2020 N=100
WeChat offers several avenues for brands to
create an appealing shopping experience, from
AR/VR browsing to easily accessible customer
service.
One notably underused component was 3D and
AR/VR product viewing. Though some brands
offered these with flying colors (see Pomellato on Excellent
page 22), overall it was only found in eight
Average
percent of the brands we reviewed.
Poor
Although China has quickly returned to pre-
pandemic luxury shopping levels, the increased
comfort with online-shopping gained during
earlier store closures is expected to have a lasting
Sub-
effect on consumer habits. Brands therefore have Dimension
significant room to stand out above the rest by Average
harnessing these WeChat features. Product Checkout Online-to-Offline Score
3.4 5.1 2.5
18SALES: PRODUCT 2021 – ChatLabs’ WeChat Luxury Ranking
Top Performer Inspiration from
Characteristics Dior
Several brands used their 3D Product
Presentation
WeChat Official Accounts
and Mini Programs to 1. Shoppers can see
which products have
deliver virtual experiences.
the 3D feature while
Dolce & Gabbana, Gucci,
browsing.
and Coach each created
2. Product pages allow
extensive virtual
users to either swipe
environments for their users through photos or
to explore and even shop turn the product
360°.
within. Other brands, like
Pandora (in their CNY line) 3. Users can also select
and Dior embedded 3D the 3D option on the
product page to
product viewing within their
explore the product
e-commerce Mini Programs. from all sides.
19SALES: CHECKOUT 2021 – ChatLabs’ WeChat Luxury Ranking
Top Performer Inspiration from
Characteristics Salvatore Ferragamo
Shopping within WeChat is Access to Information
and Service
incredibly convenient – APIs
reduce checkout times to 1. Beyond basic
specifications,
under a minute, making
Salvatore
them a must-have for e-
Ferragamo’s product
commerce. Top performing pages included
brands’ product pages detailed descriptions
of product design
made logistical information
and construction.
easy to find and offered
2. Each product page
customer service on every also included
page so that accessing shipping and return
information.
further support was intuitive
3. A live, in-WeChat
for shoppers.
customer service chat
is always just one
click away.
20SALES: ONLINE-TO-OFFLINE 2021 – ChatLabs’ WeChat Luxury Ranking
Top Performer Characteristics Inspiration from Graff
While Chinese consumers are becoming
Appointment Booking
increasingly comfortable making
1. WeChat APIs to narrow down store
purchases online following 2020’s shut-
locations.
downs, luxury shoppers still show
preference for some in-store interaction.
2. The appointment booking service
Therefore, top brands offered both functions for thirteen different
appointment booking and click-and- countries, making it useful for
Chinese travelers.
collect services from their WeChat
Official Accounts or Mini Programs.
3. Users can specify which kind of
While these services are often restricted jewelry or watches they’re
to Mainland China, some brands, like interested in for their appointment.
Graff, have expanded them to several
global locations to serve travelling
Chinese customers.
21SALES INNOVATOR 2021 – ChatLabs’ WeChat Luxury Ranking
Pomellato
Pomellato’s virtual try-on experience
allows users to see themselves wearing
one or more of their rings. The feature
”places” a ring on the user’s hand and
suggests other rings and combinations
to try on.
What is especially notable about
Pomellato’s feature is its tight
integration with the e-commerce Mini
Program. Users can access virtual try-
on from product pages and vice versa.
Shoppers also get an easily sharable
WeChat card, encouraging social
shopping.
Features
1. Badges indicating which rings use
the VR feature.
2. Users can select different rings or
even suggested combinations.
3. Sharable WeChat cards with a QR
code that connects to the virtual
try-on
22SERVICE 2021 – ChatLabs’ WeChat Luxury Ranking
Average Service Score —— 3/10 Performance in Service Sub-Dimensions
2020 N=100
Chinese consumers prefer to stay within WeChat
for customer service, leaving behind more
traditional service channels like phone lines and
email.
Unsurprisingly then, 66 percent of brands offered
live support within WeChat. Yet of those, there
was a wide spread in response time: about one- Excellent
third offered quick response times, but 15 percent
Average
took over 12 hours to respond. Additionally, only
39 percent of brands offered any level of Poor
personalization in the service chat.
With users focusing their communication on
WeChat, brands have a huge opportunity to
Sub-
distinguish their service and turn clients into Dimension
advocates. Average
Chatbot Live Support Friendliness of Use Score
1.4 4.6 2.6
23SERVICE: CHATBOT 2021 – ChatLabs’ WeChat Luxury Ranking
Top Performer Inspiration from
Characteristics Chow Sang Sang
13 percent of surveyed AI Chatbots
brands offered some form 1. Each chatbot is given
of a chatbot feature, a persona.
whether a simple 2. The customer service
autoresponder or a full AI chatbot has clickable
replies, making it
experience like Chow Sang
much easier than
Sang’s Promessa ring autoresponders that
require typing.
recommender. Rather than
customers searching the 3. The Promessa AI
chatbot learns a user’s
Official Accounts for
style through fun
information, these chatbots questions.
answered FAQs and solved
4. The Promessa
basic issues when live chatbot recommends
support was not available. several options and
learns from shopper’s
feedback.
24SERVICE: LIVE SUPPORT 2021 – ChatLabs’ WeChat Luxury Ranking
Top Performer Inspiration from
Characteristics Bvlgari
24 percent of surveyed Personalized Live
Support
brands provided immediate
live support within WeChat, 1. Brand ambassador’s
name in chat.
and another 14 percent
replied in under 30 minutes. 2. Beyond answering
the initial question,
the support agent
Top performing brands also asked what the
provided the support shoppers is
interested in.
agent’s name in the chat to
create a more personal 3. Support agent
provides their
experience.
WeChat Work
contact information.
4. Requests feedback at
the end of the chat.
25SERVICE: FRIENDLINESS OF USE 2021 – ChatLabs’ WeChat Luxury Ranking
Top Performer Inspiration from
Characteristics Cartier
Top performers Accessible and
Personalized Service
personalized customer
service chats by including 1. Dedicated customer
service chat sessions
the customer’s name (or
that can be easily
asking their preferred name)
accessed from users’
and asking for the main WeChat feed.
customer’s preferred
2. Requests user’s name
contact method. These
and asks what their
brands also created specific shopping interests
are.
Service Session chats that
users can easily find in the
3. Offers several
Service Messages in their different methods of
contact for future
WeChat main feed.
customer support.
26SALES INNOVATOR 2021 – ChatLabs’ WeChat Luxury Ranking
FRED
FRED’s support exceeded expectations
by making communication as seamless
as possible. Additionally, the customer
consultant made a point of
personalizing communication and
offering extra options beyond what the
customer had requested. After the
conversation was closed, the customer
was given an easy way to provide
feedback.
Features
1. Begins with an autoresponder to
answer FAQs and provide context
for the agent.
2. The user can paste in the product
they have questions about.
3. The consultant includes personal
touches like emojis.
4. The user is supplied with a simple
feedback form.
27RECOMMENDATIONS 2021 – ChatLabs’ WeChat Luxury Ranking
GETTING STARTED TOP-NOTCH
Build a Mini Program store – launching ahead of Expand your MP repertoire to include special
Establish presence in
brands that still rely on outside e-commerce sites. promotional and holiday MPs.
search results and
leverage the Send at least four messages in the 48-Hour Journey, Enhance the 48-Hour Journey with personalization
48-Hour Journey. ensuring they include pushes for binding and e- and by following up the next day with engaging
commerce. content.
Use WeChat APIs to provide a quick and easy Integrate user-generated content on product pages.
Offer engaging product checkout.
interaction and easy
check out. Build out your product descriptions, shipping and Promote clientele connection and enthusiasm with
return policies, and product exploration tools like interactive promotions within your e-commerce MP.
vidoes and AR/VR visualization.
Feature customer service on your Official Account Build out your AI chatbot to recommend topics and
menu bar and prominently within your e-commerce answer FAQs.
Use stellar customer
MP.
service to transform your
clients into advocates. Provide live support, with an automatic welcome Personalize conversations with both the client’s and
message during off hours. the service agent’s name and CRM information.
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