Facts: During the Hong Kong Autumn Festival (Nov 21-27), Christie’s was the first auction house to launch a WeChat Mini Program, giving their WeChat followers access to their global auctions and results, across all art categories. Multiple features allow users to search and browse art various art pieces to bid on and share in Chinese.
— Availability of all auction lots, some 1.1 million in total, for both physical and online auctions.
— Easy access to editorial content, with continued curation of stories for the Chinese market.
— Condition reports can be requested through the Mini Program.
— Buyer’s premium calculator to calculate final price including fees.
— Chatbot to easily contact the Christie’s team within the Mini Program to request a bid account, reach to Customer & After-sales service, request for value estimate, and register for art education courses.
The high level of engagement during the sales shown that the Christie’s MP was a long-expected application. More than 50,000 lots were viewed and +1000 registrations during a single week of auctions, successfully paving the way for more features to come.