Purpose This paper is mainly aimed to explore how social marketing makes contribution on luxury market. The author analyses WeChat, this prevailing social media application with both instantons messaging and Customer engagements in China, to examine how social marketing influences the Chinese luxury purchaser. Design/methodology/approach 400 questionnaires have been distributed and 363 questionnaires has been collected and validated. Confirmatory factor analysis, exploratory factor analysis, cluster analysis and path analysis have been used in this research to verify whether direct or indirect marketing is effective and efficient for luxury marketing in China. Practical implication It is recommend the luxury industry should encourage the user generators content, instead of direct marketing, to attract its customers. Originality/Value: This paper unveils whether traditional social marketing is effectively in luxury industry. It has approved that only Customer engagement has positive effective in luxury marketing in China. The consumers tend to seek advices by blogger, instead of luxury company marketing campaign. Limitation The samples have been mainly collected in eastern part of China that doesn’t cover all WeChat users distribution.