Omni-Marketing Via WeChat Mini Programs

From the Innovative Technologies to a More Sustainable Retail

China has become the biggest market for luxury goods, and there is an exponential growth of the retail sector in this country, despite the tumultuous year the world has witnessed. While everyone looks to lure the Chinese customer, it has now become imperative for brands to understand the best channels of marketing to this powerful consumer market.

The Chinese are digital natives, and the most widely used app in the country is Tencent's WeChat. The app had over 1.2B users in the first half of 2020, and this number is growing at a faster pace than ever before, thanks to digital marketing and online social media channels taking center stage in people's lives due to the pandemic. 

Users in China are very dependent on mobile apps, and WeChat is the most important among them. WeChat launched Mini Programs in 2017, as an additional feature and an extension to their already popular app. Mini Programs require lower investment than developing an app from scratch.

Similarly, on the user's side, Mini Programs have caught on because one does not need to download an additional app for every service. Mini Programs belong to the WeChat ecosystem which most users are already familiar with. This makes the transition seamless, and the experience truly omni-channel. The line between social and commercial features of the app is blurred, making the transition smoother.

The major fashion brands have launched their own Mini Programs, and many of these are dedicated to specific events, such as collection launches or special collaborations, VR product fittings, and recycling activities. This report shows the potential of this channel and the myriad of ways in which the industry is benefitting from it.

Content

  1. Introduction
  2. WeChat Mini Program Features
  3. Shopping Options
  4. ProductRelated Features
  5. Promotional Activities
  6. Brand Events
  7. Key Takeaways
 
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