2020 WeChat Retail Growth Plan
The domestic businesses in China have gradually resumed their operations and production, however, the pandemic continues to spread and affect the businesses overseas. During this period, growing online traffic and leveraging new opportunities and models for growth has become a key goal for businesses.
On April 28, WeChat has launched a WeChat Retail Growth Plan and introduced specific measures to support and facilitate the recovery and growth of the retail industry.
WeChat Retail Growth Plan
The WeChat Retail Growth Plan is a program to support retailers in utilizing WeChat Mini Program, WeChat Pay and WeChat Work features, as well as successful applications of these tools. It introduces four measures to support retail partners in digitalizing their business operations, integrates offline and online services, and expedite recovery and growth during COVID-19.
Four Support Measures
1. E-Commerce Marketing Solutions
Priority experience of new WeChat e-commerce marketing tools, such as WeChat Live, 1 on 1 Consultant, and WeChat Work Moments.
2. Expert Technical Support
Work with the WeChat Team to receive customized guidance from experts and an in-depth assessment of operating conditions.
3. Operations Optimization Lab
Participate in the co-creation of WeChat industry benchmark cases and standards and explore business optimization solutions.
4. Marketing Resources
Excellent industry cases will be featured across various Official WeChat Media Accounts, including Moments Ads, and will receive authorization to use the “WeChat go” brand.
. . .
In February, WeChat opened up WeChat Live for businesses, helping businesses to interact with customers and generate sales via Mini Program live streaming.
WeChat Live is not only simpler but also bolsters interaction and conversion within the WeChat ecosystem. Users can watch the live stream while making purchases and communicating in real-time.
WeChat Live
To assist overseas merchants in utilizing live stream interaction and closed-loop marketing
- Can be developed in 1 day and it’s easy to operate
- Interactive, high conversion rate
- User retention, precipitation
Other than WeChat Live, the WeChat’s 1 on 1 Consultant feature can also assist retailers in leveraging their existing user bases and manage their fans. This helps to drive traffic and sales through large social connections. The service staff can initiate a direct conversation with the followers of Official Accounts, offering personalized services and relevant information, while increasing repurchases.
During the pandemic, the WeChat Work became an essential platform for remote working and was utilized by several enterprises to connect customers with online business expansion efforts.
The WeChat Work 3.0 went online at the end of 2019, granting businesses access to three primary functions, which are direct customer outreach, customer WeChat Groups and customer WeChat Moments. This feature allows companies in empowering employees to interact with consumers directly. To improve online customer acquisition and operations capacity, WeChat Work also launched a live streaming function. Users can initiate live streaming, conduct online meetings and share them with WeChat customers.
Successful Case Studies of Digital Transformation
FarFetch – Utilizing WeChat’s Ecosystem for Luxury Sales
Farfetch upgraded its WeChat Official Account e-commerce store into a full-experience Mini Program. On 15 April 2020, Farfetch held their first Mini Program live stream, inviting esteemed fashion blogger Anny Fan to assist three Mini Program developers in exploring new fashion styles. Additionally, Farfetch created a fan perks group where Farfetch stylists shared weekly fashion trends and product recommendations within its Mini Program store.
DFS – Creating A New Shopping Experience
DFS established its membership program within WeChat’s ecosystem. Specifically, the “DFS T-VIP Club Mini Program” converts overseas offline shoppers into online members by allowing users to continue enjoying various member-only services following purchases. DFS also launches its “Friendly Shopper” sales model, where users purchase products online using its WeChat Official Account and have shoppers overseas pick-up the items at a physical store via an invitation link.
Chow Tai Fook – Empowering and Guiding Offline Shopping
Chow Tai Fook’s Cloud 365 marketing tool developed using WeChat Work allows it to more deeply engage with customers by connecting the back-end information of its Mainland China, Greater China and overseas stores. Additionally, using its tool in these locations, Chow Tai Fook can continue to keep in touch with customers even after they leave the store using WeChat Work, personalizing recommendations based on customers preferences and facilitating new sales.
If you are interested in using WeChat Retail Growth Plan for your digital transformation or wanted to improve your sales, services, traffic and brand operations by leveraging WeChat’s ecosystem, you may contact the OctoPlus Media team.
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