Tod’s debuts a product on WeChat’s mini programme, called ‘Baoshop’. It is a limited-edition handbag co-designed by Chinese fashion blogger Tao Liang, better known as Mr. Bags.
The dog-like handbag was available first from the ‘Baoshop’ within the WeChat ecosystem, before it is rolled out to selected Tod’s boutiques globally and the Tod’s own WeChat mini programme.
The exclusive ‘Baoshop’ pop-up store, allows for a more personal touch and a seamless “reading-to-shopping” experience said Liang in a press release, while also allowing shoppers to learn more about the product as well as purchase directly via WeChat Pay.
Liang is one of the most powerful influencers in China, boasting more than four million followers, and he states that the “convenience and asset-light weight of the mini programme perfectly fits with user expectations,” as it provides users with a more reliable, convenient and high-quality shopping channel.
These mini programmes are becoming an important part of the Chinese e-commerce market in connecting luxury brands with shoppers, and they are seen as good conversion platform for the new economic model that is emerging in China, referred to as the fans economy.
The limited-edition handbag features dog-like details in a reference to the year of the dog being celebrated in China this year. The collaboration has 500 handbags, 300 of which will be offered first on Liang’s ‘Baoshop’.