Editor’s note: A version of this post first appeared on  Jing Daily the leading digital publication on luxury consumer trends in China. 

Both beauty and luxury fashion brands in China have been utilizing WeChat—Chinese consumers’ all-in-one mobile app—to promote brand awareness and interact with their audiences. A new finding on audience engagement with beauty brands on WeChat in 2016 challenges the traditional role of the app as a content-producing platform. The emerging trend seems to suggest that content is no longer as important as it used to be, leading beauty brands to use a number of alternative methods to drive engagement. From a one-sided, brand-directed conversation to a more interactive, one-on-one communication tool, the change of users’ preference along with the evolving platform itself has shaped the app’s new identity—a central hub that encompasses customer relationship management (CRM), commerce, online-to-offline (O2O), content, and more.

In the latest “Beauty China 2017” report that studies the Digital IQ Index of 98 beauty brands in China, digital intelligence firm L2 found there was a dramatic drop in viewership of WeChat posts by these brands. Statistics show 84 percent of all posts accumulated less than 25,000 views. In previous years, posts by well-known brands, including Shiseido and Lancôme, could easily generate more than 50,000 views. These brands accordingly decreased the frequency of their posts from 2.78 times per week in Q4 2015 to 1.73 in Q3 2016. In spite of the dramatic drop in post viewership, the overall level of engagement between brands and customers on the app was still able to increase slightly from the year before.

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Jing Daily

Jing Daily is the leading digital publication on luxury consumer trends in China. They publish up-to-the-minute news updates, reports on key trends, insights from leading industry figures, and in-depth...