Condé Nast has launched Vogue Business in China, but rather than produce a print product or website, content will be published daily on WeChat, a popular Chinese messaging and social media app developed by Tencent.
Vogue Business was created in January, as Condé Nast’s first B2B brand. Headquartered at Condé Nast in London and edited by Lauren Indvik, the digital-only Vogue Business analyzes the fashion, beauty and luxury industries.
The brand says it reaches 39 markets worldwide and is on track to gain 100,000 newsletter subscribers in less than a year.
Vogue Business' channel on WeChat will have content published in English and simplified Chinese. It will cover daily fashion industry news and analysis.
“Readers can expect coverage of how cultural shifts affect retail; how technological innovation is changing the way brands make and sell clothes; and how issues from climate change to geopolitics impact Chinese production and consumption,” states Vogue Business.
Vogue Business in China is run by a team working out of Condé Nast Shanghai offices. They will work closely with the Vogue Business team in London. The Shanghai team will publish insights from China, as well as syndicate and translate a selection of Vogue Business articles into simplified Chinese, according to the company.
China reportedly accounts for 33% of the global fashion and luxury market. Wolfgang Blau, COO-President, International, Condé Nast, called China "the world's most important fashion and luxury market."
Vogue Business in China will also host workshops, produce an annual report and create content in collaboration with LinkedIn China, the Boston Consulting Group and IPSOS.
Conde Nast already has a strong presence in China with eight media brands, including Vogue Me and Vogue Film.
In July, WSJ Magazine announced it was expanding to China with a monthly standalone magazine targeting men. It partnered with Huasheng Media on a five-year licensing deal to produce a magazine featuring men’s fashion, lifestyle and business content.
“Demand for globally focused luxury and lifestyle content is on
the rise in China,” Kristina O’Neill, the editor-in-chief of WSJ Magazine, said at the time.