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":"6c1050dedceccd45c33f56002f107ce9","s":"13e6e33f8931a833"}
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