| Thus China continues to be an important market for luxury brands, as Chinese focus luxury shopping around their travel. The core of this spending comes from the repeat Chinese traveler.
It is a market that Essentially America has been tapping into successfully since 2012.
In November, a new luxury platform is being added to this successful model.
“In Galerié’s case, it is like casting a net into the stream. Once the fish swims by, you don’t have another chance, in this case until the next visa renewal which with the changes into effect this year, means up to 10 years,”
“The print magazine is the entry point, with advertising and editorial. The Galerie QR code then provides an ‘opt-in’ to content that will be used for the duration of the trip and for subsequent trips, so we are enabling partners to build a long-term relationship,”
Luxury Daily calls the Galerie approach integrating a print magazine given during the Visa renewal process with a custom WeChat platform “really smart…something other (media) can learn from.”
 
|
Doug Gollan: Selling to the Super Rich -- Ideas, Research and News for luxury marketers 