![Partnering with WeChat, Chanel implemented electronic, QR-code based ticketing for its “Paris in Rome” show May in Beijing. This eliminated the long lines and created a streamlined and elegant entry process for Chanel’s guests.](https://cache.luxurydaily.com/wp-content/uploads/2016/12/Chanel-Paris-in-Rome-fashion-show-in-Beijing.png)
With more than 700 million users, WeChat has evolved over the years from becoming China’s most popular mobile messaging app to emerging as a mini operating system on its own that is integral to the daily lives of Chinese consumers. The luxury industry has quickly caught on: while only about half of global luxury brands had a WeChat account two years ago, now over 90 percent of them maintain official accounts on the app.