It was the third year since Dior’s first handbag sale on WeChat at the 2016 Qixi Festival, also called Chinese Valentine’s Day.In the early morning of August 1st, 2016, the French luxury brand Dior published on its official WeChat account that it would release the Mini Lady Dior bag on its official online store. This made Dior the first luxury brand to sell handbags online in the Chinese market. It also officially kicked off the digital marketing of this luxury brand at the Qixi Festival in China.Last year, brands like Dior, Loewe, Chloé and Valentino joined the Qixi Festival and marketed limi...

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