The Evolving Role of WeChat in a Shanghai Multi-Brand Boutique
Co-founder of Xinlelu.com, Yilei Lu, discusses how the multi-brand store featuring independent international brands balances online with offline strategies for their affluent Shanghainese customers.
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- How did Xinle Lu come to be and how has it evolved in to the store it is today?
- How does this differ from Xinle Lu today?
- How have you been building Xinle Lu’s community?
- What kind of lifestyle does Xinle Lu tend to focus on?
- How does the physical store and offline events factor in to this social community?
- Can you describe your target customer now? What kind of woman is she?
- Is this reflected in the types of brands and looks you buy, and the price points you offer?
- How do you select and curate the brands you work with?
- Do you work with designers who do not have a strong presence in China to reach Chinese women?
- How do looks in second- and third-tier cities in China differ from what is trendy in Shanghai?
- How do you see the impact of "see-now-buy-now," and technology on fashion and lead times?
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