Chinese Whispers: Little Red Book Testing Live-Streaming Feature, and More

In “Chinese Whispers,” we share the biggest news stories about the luxury industry in China that have yet to make it into the English language. In this week’s edition, we discuss:

  • Little Red Book‘s new content creation tool: livestreaming
  • Two new Burberry stores in Shanghai
  • Chinese sportswear brand Li Ning at 2020 Spring/Summer Paris Fashion Week

1. Little Red Book quietly launched a live-streaming feature – Yicai

The Chinese social commerce app Little Red Book is reportedly testing its live-streaming feature as a new way for users to create content. In an official statement to the financial news portal, Little Red Book admitted that it had already invited some of its influencers to try the feature, hoping that livestreaming would become an important real-time interactive instrument for influencers to engage with their fans.

Little Red Book

2. Burberry opened two stores in Shanghai to promote its new “Thomas Burberry” monogram – Jiemian 

British luxury brand Burberry recently launched two new boutique stores in Shanghai’s IFC and IAPM shopping malls. The brand also unveiled a week-long pop-up shop to focus on promoting its “Thomas Burberry” monogram.

Little Red Book

3. Li Ning to show at Paris Fashion Week – LadyMax

Chinese sportswear Li Ning announced that it would debut its 2020 Spring/Summer collection at the upcoming Paris Men Fashion Week on June 22. In recent years, the brand has embarked on a journey to show at major international fashion weeks to enhance its branding position and credibility.