WeChat ecosystem is playing an increasingly important role in triggering consumer interest in luxury goods in China. In a 2024 Chinese survey, almost **** in ten luxury goods consumers selected WeChat brand official account as a key touchpoint that triggered their interest in luxury articles during the discovery phase. Brand store on WeChat and WeChat third-party accounts and activities, such as short videos and live broadcast, were other prominent channels.Â
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Tencent, & BCG. (November 25, 2024). Major touchpoints in WeChat ecosystem that spark consumer interest in luxury goods in China as of April 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /statistics/1618037/china-wechat-ecosystem-as-essential-discovery-channels-among-luxury-consumers/
Tencent, und BCG. "Major touchpoints in WeChat ecosystem that spark consumer interest in luxury goods in China as of April 2024." Chart. November 25, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /statistics/1618037/china-wechat-ecosystem-as-essential-discovery-channels-among-luxury-consumers/
Tencent, BCG. (2024). Major touchpoints in WeChat ecosystem that spark consumer interest in luxury goods in China as of April 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /statistics/1618037/china-wechat-ecosystem-as-essential-discovery-channels-among-luxury-consumers/
Tencent, and BCG. "Major Touchpoints in Wechat Ecosystem That Spark Consumer Interest in Luxury Goods in China as of April 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 25 Nov 2024, /statistics/1618037/china-wechat-ecosystem-as-essential-discovery-channels-among-luxury-consumers/
Tencent & BCG, Major touchpoints in WeChat ecosystem that spark consumer interest in luxury goods in China as of April 2024 ÌÇÐÄÆƽâ°æ, /statistics/1618037/china-wechat-ecosystem-as-essential-discovery-channels-among-luxury-consumers/ (last visited July 29, 2026)
Major touchpoints in WeChat ecosystem that spark consumer interest in luxury goods in China as of April 2024 [Graph], Tencent, & BCG, November 25, 2024. [Online]. Available: /statistics/1618037/china-wechat-ecosystem-as-essential-discovery-channels-among-luxury-consumers/
