CRM Marketing in China: How Walmart, Starbucks drive revenue with Membership WeChat Mini-programs
WeChat Mini Program and CRM Marketing continue to make significant contributions to brand’s performance.
Summary
Innovative brands like Walmart, Nai Xue’s Tea, and Starbucks leverage WeChat mini-programs to enhance CRM marketing. With membership models and digitalization, they personalize experiences, boost sales, and build strong customer relationships, showcasing the power of WeChat marketing in today’s competitive landscape
-Walmart’s Success Case Study
-Nai Xue’s Success Case Study
-Starbucks’s Success Case Study
Walmart's China Growth Story: WeChat Mini-Programs Transform Membership Experience
Leveraging WeChat mini-programs and CRM Marketing to integrate a seamless membership experience across all channels is a pivotal digital strategy for Walmart China. Walmart’s fourth-quarter financial report for the 2024 fiscal year shows that net sales in the Chinese market increased by 11.3% year-on-year to $4 billion, with e-commerce net sales rising by 11%. Among them, Walmart’s Sam’s Club membership stores and e-commerce business in China performed well. As of the end of 2023, there were 47 Sam’s Club membership stores in China, and store performance continued to grow. At the same time, the penetration rate of e-commerce business in China also reached a historical high of 48%.
The “membership-based supermarket model + digitalization” has become the growth engine of Walmart China, making China one of its international market’s true growth locomotives.
Sam’s Club, boasting over 4 million members in China, exemplifies this approach by combining WeChat’s official account and WeChat mini-programs to enhance membership services. The “Sam’s Club Member Store” official account, established in 2017, allows users to easily access the mini-program from the menu bar for membership registration or renewal. By consolidating membership data from WeChat, the official website, app, and JD.com, Sam’s Club enhances operational efficiency and gains deeper insights into member preferences and needs.
Walmart started to layout mini-programs in 2018, providing services to users through “mini-program scan and purchase” and “Walmart to Home.” According to information disclosed in 2022, Walmart’s mini-program achieved a multiple growth in monthly GMV over 4 years, and the number of registered users has exceeded 100 million.
While building smart stores and providing shopping services for members in different scenarios, Walmart also converts offline customers into online traffic, forming a complete membership data and system, predicting member needs more personalized and accurately, providing products and services, continuously improving the conversion rate of potential customers, and forming a benign consumption model of “goods finding people” rather than “people finding goods.”
Nai Xue's Tea and Their WeChat Marketing, CRM Marketing Approach
Recently, Nai Xue’s Tea, which just released its 2023 financial report, has already had over 84 million members, with approximately 4.7 million monthly active members. Nai Xue has established a complete member growth mechanism and provides multiple member privileges. In Nai Xue’s WeChat mini-program, in addition to ordering, the homepage specially sets up a “Member News” section to recommend new products, benefits, and exclusive member activities to members. Users can also join the member community through the WeChat official account and mini-program.
WeChat Mini-Programs and CRM Marketing Boost Starbucks China's Operating Income by 20%
According to Starbucks’ first-quarter financial report for 2024, its operating income in China increased by nearly 20% to $735 million. The number of mainland China stores exceeded 7,000. Digital businesses, including Special Delivery and Coffee Express, continued to grow, accounting for 52%, reaching a historical high. The active members of the Starbucks Rewards Club exceeded 21 million, and the sales ratio of members increased to 73%, with the consumption frequency of Gold members increasing by nearly 10% compared to the previous quarter.
It’s not just supermarkets and tea shops; top players in various fields are constantly emerging with the combination of “WeChat mini-programs + memberships.” For example, Jiangnan Cloth, whose member sales account for 80%, its main brand JNBY’s mini-program will specifically set up Wednesday Member Days, provide exclusive shopping guides, discounts, and care rights. Sephora provides 8 million members with points exchange, exclusive offline services, and discount benefits through WeChat mini-programs. Pet House, which has nearly 200 directly operated stores nationwide, relies on mini-programs to deliver high-quality member services. Currently, the cumulative members of mini-programs and Enterprise WeChat have reached 1 million.
OctoPlus Media is an integrated marketing technology company focused on China inbound and outbound marketing. OctoPlus Media is also one of the pioneer agencies becoming WeChat Full Ecosystem Service Provider, providing one-stop WeChat services, from Social Content Management, Ads Campaigns, WeChat Mini Programs Development and CRM Marketing Solution. Contact us with the form below to understand how we can help you boost your business!
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