More and more fashion and beauty brands are signing up to sell their products through WeChat mini programs and the Chinese social media giant said Tuesday that a just-unveiled Tod’s jointly-designed limited-edition bag is the first time a luxury brand has globally premiered a product through a program created by and for a fashion blogger.

Blogger and influencer Tao Liang (better known as Mr Bags) launched the  product with Tod's on June 26 on Baoshop. This WeChat Mini program is a limited-time exclusive pop-up created by the blogger that allows for a “more personal touch and a seamless ‘reading-to-shopping’ experience.”

On the Baoshop mini program, shoppers can learn more about the product, and complete the purchase directly via WeChat Pay.

It’s an important link-up for Tod’s on a number of levels. WeChat is a key communication tool for those all-important Chinese consumers and the mini programs are becoming a fast and easy way to reach those consumers. Meanwhile, Tao Ling is one of China’s biggest names and has over four million WeChat followers. 

WeChat said: “Mini programs are a good conversion platform for a new economic model that is emerging in China, referred to as the fans economy.”