LV做了个微信小程序,想"教育"你多花点钱

Luxury brands continue to explore WeChat's many functions, from e-commerce to loyalty programs to chatbot possibilities, with the expressed goal to engage with over one billion WeChat users.

奢侈品牌持续探索微信的许多功能，从电商到忠诚计划到聊天机器人，为了与十多亿微信用户建立联系。

While many brands create one-off Mini Programs for special occasions like Valentine's Day or local exhibitions and events, the luxury powerhouse Louis Vuitton has built up strategic program to interact with the local consumers on a one-on-one basis.

很多品牌都在特别时刻，比如情人节或者当地展览和活动的时候推出一次性小程序，但奢侈品大牌路易·威登已经建立起战略性程序，与当地消费者一对一互动。

Launched on June 14, their latest Mini Program is designed to educate consumers on the latest Louis Vuitton news and products.

最新的小程序于6月14日推出，是为了告知消费者最新LV资讯和产品而设计的。

First announced on their WeChat account, once clicked, users are greeted by an avatar holding a Louis Vuitton bag and a poker card, as a short introduction explains on what they can expect from this program.

小程序在微信公众号上首次宣布，用户一旦点进去，看到的就是一个手持LV包和一张扑克牌的公仔，这个公仔作为一个简短的介绍，解释了小程序能为用户提供的东西。

By adding their name, date of birth, and phone number they can download a phone wallpaper of the cute avatar covered in various Louis Vuitton's logos, and preview the latest Louis Vuitton editorial content.

添加姓名、生日和电话号码后，用户可以下载可爱的带有不同LV logo的公仔壁纸，也可以预览最新的LV编辑内容。

Followers can read the content on a separate tab of the Mini Program, named the World of Louis Vuitton.

关注者可以在叫做“路易威登世界”的小程序的独立标签上阅读内容

So far, the brand has posted four articles featuring various products besides handbags. In the first article, the brand explained the history of their signature print, Monogram, while other articles introduced products such as their waterproofed travel luggage line, Horizon Soft; their jewelry line, Star Blossom, with delicate monogram flowers and diamonds, and the popular menswear collection designed by the much-hyped designer Virgil Abloh.

目前，这个品牌已经发了四篇聚焦手提包之外的产品的文章。第一篇文章里，品牌解释了其经典印花款Monogram的历史，其他的文章则介绍了其他产品，比如防水旅行行李箱， Horizon Soft，他们的珠宝业，带有花卉字母图案和钻石的Horizon Soft珠宝系列，以及由大热的设计师Virgil Abloh设计的备受欢迎的男装系列

At the end of the editorial tab, followers can access another stand-alone Mini Program, featuring the addresses, opening hours, and the product categories of all LV retail stores.

在编辑选项卡的最后，关注者还可以跳转另一个独立小程序，了解所有LV门店的地址、开业时间、产品目录。

Followers can also connect with a real-time customer service Mini Program, and by clicking the "about me" tab, they can find key information of the account, and instructions to subscribe to Louis Vuitton's WeChat account.

关注者也可以打开实时客服小程序。只需轻点“关于我”选项卡，就可以找到关于账号、订阅路易威登微信公众号的指示信息。