Tod’s has become the world’s first high-end brand to launch the global premiere of a luxury product on a WeChat Mini program.

The limited-edition handbag is a collaboration with Tao Liang, one of China’s most influential fashion bloggers with over 4 million followers, who is best known as “Mr. Bags”. It was launched on the blogger’s own WeChat Mini program “Baoshop”, described as a “limited-time exclusive pop-up shop”.

WeChat Mini programs are sub-applications launched within the WeChat messenger ecosystem. They are thought to be an instrumental component of China’s emerging “fans economy” retail model, directly connecting luxury brands with shoppers.

Baoshop customers can examine featured products and buy them via the WeChat Pay system, which is integrated with Tao Liang’s official accounts.