How to Run Good Private Traffic Marketing in China l WeChat Private Traffic

The operational steps of “Private Traffic” are Referral traffic > Fission > Convert > Purchase > Repurchase. In this process, fission is considered to be the most characteristic marketing method. There are 2 key steps for fission; step 1 is designing a complete mechanism to close the loop (sharing to convert); step 2 is giving enough incentive to cooperate.

There are a few common fission methods, first is group buying, this is suitable for the product with a higher repurchase rate and low unit price. Second method is when someone buy a product at a low price, such as first-class product, then invite friends to make the same purchase, thus can unlock the rest of the products. The third is distribution sale, users generate invitation posters to purchase products, and a commission is paid-out when friends purchase through the invitation posters. Lastly, users may bargain on their own or invite friends to participate until the target price is achieved before a purchase is made.

Currently, the most popular method is “mini-program + live streaming + private traffic (community + friends)”, which generates rapid purchases and orders. The most common form of live streaming is one of the private communities. In recent years, tens of thousands communities were accumulated. Here are some case studies of our private communities campaign.

Lets use pinduoduo as example, Pinduoduo has encouraged users to invite friends on WeChat groups to purchase collectively, further lowering prices on products that were already heavily discounted. In 2017, Pinduoduo launched a “mini app” — an app inside WeChat’s larger ecosystem — to rake in more private domain traffic. This is how they boost the private traffic initially and becoming one of the top ecommerce mini program on WeChat by monthly active users nowadays.

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