Marketing
December 23, 2020
Compared to Tmall and Weibo, The Red Book App is still a new social media platform in China. Image credit: Shutterstock
By Ellen Kelleher
Luxury brands including Louis Vuitton, Gucci and Dior are embracing Chinese social media platform The Red Book as it emerges as another avenue to engage affluent shoppers despite its smaller audience.
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","iv":"9bbbc244b898064868064723b8944b12","s":"cc51c3f9c3bebeec"}
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