Popular brands, including Burberry, Mulberry, British Airways and Durex, are among British companies successfully using instant messaging application WeChat in the Chinese market.

Christopher Bailey, Burberry's chief creative officer, said: "WeChat opens up a huge new world of opportunity in the digital space. The exciting thing for us is the deeper and more meaningful way that we are able to tell our stories using this platform."

Burberry lets users view London Fashion Week catwalk shows on the app, listen to translated interviews with executives, and snap up digital vouchers and promotions.