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France's Christian Dior has become the first luxury brand to sell top-end bags on WeChat, the most popular messaging and social network in China, offering its iconic Lady Dior bag on the platform.
近日，法国的克里斯汀·迪奥成为首个在微信上出售顶级手袋的奢侈品牌，在这个中国最受欢迎的通讯和社交网络上提供其标志性的戴妃包。
Dior aimed to sell the bag between Monday and Thursday, but the bag sold out online on Tuesday. The bag is priced at 28,000 yuan ($4,210), and buyers can directly purchase and pay through WeChat.
迪奥原计划在周一至周四期间出售该包，但在周二时就已销售一空。这款包包定价为28000元（折合4120美元），购买者可以直接通过微信支付购买。
"Since luxury brands can find their target consumers by big data of WeChat, the largest social network in China, it's easier for them to advertise and sell products on WeChat," said Lu Zhenwang, an internet expert and chief executive officer of the Shanghai-based Wanqing Consultancy.
互联网专家、上海万擎咨询有限公司首席执行官鲁振旺表示：“由于奢侈品牌可以通过中国最大的社交网络平台--微信的大数据中找到自己的目标客户群，因此在微信上做广告和出售产品对它们来说更容易。”
"Many luxury brands are operating under pressure, and they would like to open up the market through e-commerce platforms. Even if the sales were slow, they could achieve results through marketing and branding," he said.
他说道：“许多奢侈品牌的运营都有很大压力，因此他们想要通过电子商务平台来开拓市场。即使销售速度偏慢，他们也可以通过营销和品牌来实现最终的结果。”
Some other luxury brands, including Cartier, International Watch Company, Montblanc and Longchamp, have already launched their online sales platforms on WeChat, and provided some special services and discounts.
另一些奢侈品牌，包括卡地亚、万国表、万宝龙和珑骧也已在微信上推出其网上销售平台，并提供部分特殊服务和打折活动。
According to the 2015 China Luxury Forecast by global public relations firm Ruder Finn Inc and Ipsos Group Co, 36 percent of respondents in China said they would like to buy luxury products online, rising 24 percent from the previous year.
据罗德公关与益普索联合发布的《2015中国奢华品报告》显示，36%的中国受访者表示，他们愿意在网上购买奢侈品，这一数字比前一年增长了24%。
Dior is under pressure globally. In the first half, the fashion house and luxury retailer announced that its net profits fell 30.2 percent to 74 million euros ($82.8 million).
迪奥在全球市场都面临很大压力。这家时尚家居与奢侈品零售商宣布，上半年其净利润下降了30.2%，为7400万欧元（折合8280万美元）。
