[Photo provided to China Daily]

He says when they opened a boutique in Chengdu in 2014, the priority was to build customer relationships, so customers love the brand, understand it and feel connected to it emotionally.

"The China market is no different from any other. The important thing for us is to attract new and young customers. We are ready for the development of the brand in China. And this show is the first step."

To attract more young people to the brand, Chanel is using WeChat, the popular social-media platform in China, through which people can see the show, enjoy the backstage stories, view celebrity interviews and get details of the products.

For the Beijing shows, Chanel customized all the event information on WeChat. It also invited customers see all the products from the collection on WeChat and make reservations online before they visit the boutique.