By and  on October 10, 2016

HONG KONG — For years, new entrants to the Chinese online market relied on Tmall to reach shoppers. After all, the Alibaba-owned marketplace is the leader by a wide margin in the online shopping game. Brands that set up official storefronts on the site can gain access to its users — who spent $463 billion there last year alone.But breaking with the norm, Coach last month decided to close its store on the site, opting to set up shop on mobile app WeChat instead. One of the first Western brands to try Tmall back in 2011, the company abandoned the site in favor of joining Cartier, IWC, Montblanc and Longchamp on the Tencent-owned WeChat platform.

Other luxury brands, such as Dior and Bulgari, have dipped their toes in the WeChat commerce waters with limited-edition promotions. Both brands launched sales promotions on the platform in conjunction with the Qixi Festival, commonly known as Chinese Valentine’s day, back in August.

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