LONDON — Hot on the heels of Harrods’ WeChat launch — which gives Chinese consumers access to Harrods content via social media — Britain’s Condé Nast Traveller is connecting with the country’s high-end shoppers via the launch of a Mandarin-language guide to the city’s retail scene.
As of today, The Expert Guide to Shopping in London will be distributed for free in more than 140 hotels, including Claridge’s, The Bulgari, The Dorchester and The Goring, as well as in stores on Bond and Sloane Streets.
It will also be distributed via inbound flights and airport lounges from Shanghai and Beijing, on airlines including LBA, Virgin, China Eastern and China Southern airlines, among Chinese tour operators, and at Bicester Village.
“With 175,000 Chinese tourists coming to London every year, it makes sense…to provide them” with an authoritative guide to London, said Simon Leadsford, Condé Nast Traveller’s publishing director.
The debut fall/winter issue has Kate Moss on the cover, and coincides with Golden Week, one of the main Chinese holiday periods. The book will come out twice a year, with the spring/summer edition tying in with the Chinese New Year.
The guide looks like a magazine, and advertisers in the debut edition include Dior, Mulberry, Belstaff, Boodles, Harry Winston, Theo Fennell and Jo Malone.
The editorial focuses on key retail areas, including Knightsbridge, Chelsea, Mayfair, Covent Garden, Notting Hill and Marylebone, with stories on fashion, beauty, jewelry, and watches, hotels, restaurants, and department stores.