2022 WeChat Luxury Index

As the communities of luxury brands on WeChat continue to grow, brand interaction on the platform is evolving. DLG’s latest report in collaboration with JINGdigital takes a closer look at which key performance indicators matter and how brands performed on the platform last year.

How well did your brand perform on WeChat in 2021? Discover how to better capture, nurture, and optimize your WeChat community in the all-new WeChat Luxury Index 2022.

While 2020 might have been the year of digital change, it was in 2021 that brands really started to see the efforts of their digital labor bearing fruit. DLG (Digital Luxury Group) and JINGdigital carried out an extensive study on 46 WeChat communities in the luxury industry with community sizes ranging from 7,500 to 9.5 million to map trends as well as industry benchmarks for a range of indicators within the landscape.

Slow growth for communities & key shift toward e-commerce and CRM

Although overall community sizes in 2021 grew at a slightly slower rate of 35 percent on average compared to the previous year’s 44 percent, followers were found to be more active, with 6.09 percent of them performing more than four actions a month within the Official Account environment. Interestingly, most of these actions were found to be e-commerce and CRM-related (rather than brand information-focused), indicating a shift in the role of WeChat in the wider consumer journey as well.

What does this mean for brands, and what should they be doing to better capture users, nurture them and optimize performance within the WeChat ecosystem?

To find out more, download your copy of the WeChat Luxury Index 2022 by filling out the form below.