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":"15ecfa2276b17cb04a3fd178ea831e32","s":"cc0cac10c9de93b9"}
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