The Comité Colbert, an association dedicated to promoting the French luxury industry, is embarking on a new promotional campaign aimed at capturing the attention of the younger Chinese generations. To reach this target audience, the association has launched a “French Luxury WeChat mini-program,” which will launch on April 16. The mini-program will be a platform for showcasing the craftsmanship and elegance of French luxury through the participation of 66 prestigious houses and institutions represented by the Comité Colbert.
In the digital age, social media has become a powerful tool for advertisers, and the Comité Colbert recognizes the importance of utilizing platforms with a massive reach. WeChat, with over one billion active users, is an ideal channel for the luxury sector. It offers customizable brand experiences through its “mini-programs,” which allow users to access various features and services without leaving the app.
To ensure the success of this campaign, the Comité Colbert has partnered with the Chinese agency Adventi. Together, they have crafted a targeted strategy that specifically appeals to the 20-35 age group, which is a significant segment of luxury consumers in China. The campaign’s content will be a combination of storytelling and commercial benefits. The association aims to engage the audience with captivating narratives while also offering them the opportunity to win exclusive products and brand experiences in China or France through contests.
The decision to focus on the younger Chinese generations is a strategic move considering the projected growth of the luxury market in China. According to a study conducted by Bain & Company, Chinese consumers are estimated to account for 45% of the global luxury market by 2025. Additionally, due to the travel restrictions imposed by the pandemic, luxury consumption on the Chinese mainland has witnessed a significant surge of 48% in 2020. This accelerated digital usage and the preference for local purchases further emphasize the need for luxury brands to establish a strong presence on platforms like WeChat.
In conclusion, the Comité Colbert’s promotional campaign targeting the younger Chinese generations is a strategic effort to capture the booming luxury market in China. By leveraging the power of WeChat and partnering with a Chinese agency, the association aims to create a compelling and interactive brand experience for users while also driving sales and brand loyalty. This campaign will undoubtedly play a crucial role in increasing the visibility and desirability of French luxury brands among Chinese consumers.
Useful Links:
1. WeChat Official Website
2. Adventi Group Official Website
