WeChat boutique stores don’t have a direct entry path from the main menu and are triggered to display after the brand terms are searched.
So far, only 12 brands have launched their WeChat Boutique Store, including Cartier, Gucci, Lancome, Longchamp, Louis Vuitton, Michael Kors, Montblanc, Nike, Starbucks, Swarovski, Tiffany, and Zara.
The WeChat Boutique Store looks more like a landing page, triggered by search and similar to Baidu brandzone product. All links on the LV Boutique Store page direct to one of its official website pages.
Tencent has set up search application department under WeChat Business Unit. WeChat launched search in May 2017 and enhanced its search results with data from mini-program in July 2017. It also tested a search advertising product around the same period.
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