Chanel recently joined Xiaohongshu, a vital social media platform for luxury brands targeting Chinese consumers, promoting its Métiers d'Art 2025 collection. The brand's engaging video featuring model Liu Wen gained significant attention, demonstrating Xiaohongshu's influence in the global luxury market. Initially popular for its product recommendations, the app has evolved into an e-commerce powerhouse with over 100 million active users, serving as a unique space for fashion engagement and consumer connection. As luxury brands adapt to digital changes, Xiaohongshu's rise reflects the necessity for tailored approaches in China’s luxury sector.
Chanel's debut on Xiaohongshu marks a strategic move to engage with fashion-conscious Chinese audiences, a critical platform that significantly influences luxury consumption.
The rise of Xiaohongshu as a key social media platform highlights the shift in how luxury brands connect with consumers amid evolving digital landscapes.
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