2022年充分利用微信私域的最佳實踐（英）-64正式版

CapitalizeonWeChatPrivateDoBestPractice2022AwhitepapertodemonstratekeysuccessfactorsofPrivateDomainsuccessfulWeChatsalesandcasestudiesonglobalbrands&retailersAzoyaInternationalContentsThegoldenageofprivatedomainisnowCasestudyofsuccessfulprivatedomainoperations264AzoyaInternationalLtd.Thegoldenageofprivatedomainisnow364Azoya

InternationalLtd.Privatedomainisabigdeal...WeChate-commercemarketsharecontinuestoseerobustgrowthDi?erentiatedproductsandservicesDigitally-empoweredBAsincreasecustomerlifetimevaluecatertocustomer’ssocialneedsWeChate-commerceGMVaccountedforabout11%ofChina‘stotale-commerceGMV(2trillionRMB/$312.3billionUS)in2020andisexpectedtoexceed10trillionRMB($1561billionUS)inthenextthreeyears.Beautypowerhousesallocateupto30%ofannualWeChatmarketingbudgetbigbetonnewlaunchesduringtheQixiFestival,aChineseversionofValentine'sDay.ThisindicatesthatbrandsareincreasinglyfocusingoneventswithstrongsocialfactorsinWeChat.Authenticandreliableshoppingexperiencesmake70%ofcustomersmorewillingtorepurchaseinprivatedomain.Brandsgraduallycultivateintimacybetweenbeautyadvisors(BAs)andcustomers,whileempoweringtheBAstobecomethecustomers'personalcontact,consultantandshoppingassistant.ThenumberofuserspayingthroughWeChatminiprogramsoaredby80%between2020and2021.TotaltransactionsfromWeChatminiprogramintheretailandtravelsectorshavesurgedtwo-fold.Thesee?ortspreciselyappealtocustomers‘socialneedsinprivatedomainthroughdi?erentiatedandexclusiveproductsandservices4Source:WeChatOpenClassPro2022,TencentAnnualResults2021,PublicInformation.64AzoyaInternationalLtd.PrivatedomainempowersbrandsandretailerstoexpandbusinessboundFrommarketplacestoWeChat03Fromonlinetoo?ineBrandscane?ectivelyretaincustomersfromthestoresonmarketplacestoWeChatprivatedomain.01LeadingplayersthathaveadigitalpresenceonWeChatcan?exiblyintegrateonlinetra?ctoexperiencephysicaleventsandservices.ThepenetrationrateofprivatedomaintouchpointsinChinaisashighas96%MorebrandsenteringOverthepastfewyears,WeChathaswitnessedmaturebrandsandemergingplayersfromdi?erentindustries?ockingtotheplatformtobuildtheirownprivatedomainbusiness.Fromo?inetoonline0402Brandsandretailersproactivelyinviteexistingcustomerstojointheirprivatedomainspheretogainexclusivebene?ts.564AzoyaInternationalLtd.DevelopingcustomerbaseinWeChatforpersonalizedprivatedomainoperationsReacpli?cationBrandscanproactivelyandrepeatedlyreacandactivatepotentialcustomersanexistingcustomersviamultipletouchpointandinvitethemtoconnectwithWeComanjoinWeComgroupveraginginteractivesocialfeatures,dscanfurtherexpandtheirreachinhat.Forspeci?cmarketing,brandsldconsiderWeChatAds,socialsharingncentive-drivencampaigns.ConversiotivationAnalyzecustomerdataandattributestorumoreaccurateande?cientoperationTailorsalescampaignsbasedonWeCogroupandcustomerpersonagthenbrandloyaltythroughtargetingpletouchpointsandin-depthinteractionspotentialandexistingcustomers.AdoptonalIP,groupKOCs,groupassistant,productng,usefulinformationtoenhancebrandgnitionandcreateasenseofbelonging.664Azoya

InternationalLtd.WeChatEcosystemallowsretailerstotailortheiroperationstrategiesWeComWeChatSearch1Millioncompanysta?7ooMillion+MAUs1v1personalizedcustomerserviceShoppingguidesInterest-drivenbrandzonetoreachpotentialcustomersAmplifyexposureCustomerpro?lingAutomationBrandbuildingWeChatChannelsShortvideoWeChatMoments750Million+DAUsInter-personnetworking,engagementSocialcirculationLivestreamingUserscanpostpictures,texts,videos,addhashtags,andsharecontentsuchaso?cialaccountarticles,etc.WeChatO?cialAccountWecomGroupsNumberofaccount>20MillionSocialsharingCompanyo?cialpageKeyOpinionConsumer(KOCs)/groupexpertsRichcontentforms,widecoverageandfastdistributionPowerfultoolforbrandbuildingandmarketingoperationsServicedelivery,suchascustomerservice,campaigns,etcWord-of-mouthandpeerreviewsWeChatMiniProgram450Million+DAUsE-commerceWeChatPaySocialsharingcampaignInteractivedesignMemberloyaltyprogramLivestreamingWeChatMomentsAdsBrandbuilding&contentPerformance-drivenadsCustomerretargetingPaymentasaservice(Paytomini-program/coupon/WeChatwork/CRM/OA)Availableinover3,000applicationscenarios(discounts&promotions)763AzoyaInternationalLtd.PR&newlaunchesLeveragetheprivatedomainsuccessfactorsPrivateDomainRevenueImpactCustomerBaseConversionRateRepeatPurchaseAverageOrderValueKeychannelsinWeChatprivatedomainthatcanreachpotentialcustomersSalesconversionrateinprivatedomainFrequencyofpurchasespercustomerPercustomertransaction,itistheaverageamountofordersplacedbyeachcustomer964Azoya

InternationalLtd.Privatedomainoperation:fromacquisitiontoretentionDirecttoconsumerCustomer-centricoperationsBuildingtrustLoyaltyprogramBrandsreachusersdirectlyandconnectwiththem.Graspwiderdimensionsofcustomerdata,andanalyzetheirbehaviors.Co-creationofproductsandcontenttoenhancecustomeractivityandstickiness.Brandpersonasbringingcustomerscloserandestablishinganemotionalconnectionwiththem.WeComgroups’KOCsactasgroupexpertswhoshareproductreviewsandBrandscanproactively&repeatedlyreachoutandconnectwithcustomersviaacustomerrelationmembershipsystem.Deliverone-on-onepersonalizedservicesbasedondiversi?edcustomerdemands.Publishbrandedcontentindiverseformats.Reusabletra?c.Strengthencustomerloyaltythroughprovidingexclusivememberbene?tsonWeChat.experiencestofuelword-of-mouth.964AzoyaInternationalLtd.RetentioninWeChatisaboutdiscoveringmoreaboutcustomersEngagementSatisfactionTalkandcommunicatewithcustomersandlearnabouttheirfeedbackMakesurethatcustomersarehappywiththeexperienceNetworkingEncouragenetworking,loyaltybuilding,andsharingUnderstandingKnowthehistoryofpurchase,RFMmodel,andtaggingPersonalizationIncentivesCustomersexpecttobetreatedspecialandasapersoninsteadofanumberO?erincentives,suchascoupons,vouchers,gifts,orevencashbackContentStrongTrustContinuetoinvestincontentbuildingtoeducate,interactandinterestyourcustomersEnrichbrandcharacterandcredibilitytobuildtrustwithcustomers1064Azoya

InternationalLtd.Casestudyofsuccessfulprivatedomainoperations1164Azoya

InternationalLtd.ShowcasebrandCustomerbaseKiehl’stakesfulladvantageofWeChatEcosystemtoacquirepotentialcustomers.ConversionrateThebrandacceleratessalesconversionwithdailyKiehl’slivestreamingcampaignsandproductsamplingmarketing.ExplorenewentrancestoamplifyexposureRepeatpurchaseKiehl’sbeautyadvisorsworkactivelywithWeComGroupsandWeComMomentstostrengthenbrandloyalty.AverageordervalueKiehl’sprovidespersonalizedscenarios/productrecommendations.1264Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.ScenariosforbrandstoachievecustomeracquisitioninWeChatCustomerbaseConversionrateRepeatpurchaseAverageordervalueBuilddirectconnectionwithcustomersSource:PublicInformation,ExpertInterviewKiehl’sencouragescustomerstoscantheQRcodetoadditsbeautyadvisors’WeComaccountsasWeChatcontacts.Kiehl’sbeautyadvisorscandirectlyreachouttocustomers,andcane?ectivelyprovideskincarerecommendationsaccordingtodi?erentskintypes.Customerscanreceive1v1service,includingpersonalskincareadvice,productinquiriesandnewconnectiongifts.RetaincustomersinWeComgroupsGroupadminsareactiveinvariousWeChatgroupstoengageandcultivatecustomersrepeatedly.Theyregularlypublishnewproducts,thelatestcampaigns,promotions,interactiveactivities,andanswerusers’questions.Customerscangaintimelyaccesstothelatestinformationaboutexclusivegroupnews,campaigns,orparticipateingroupdiscussionstolearnaboutproductexperiences.EngagecustomerswiththeSCRMprogramKiehl’sWeChatminiprogramisdeeplyintegratedwithKiehl’smembershipsystem.Beautyadvisorswillguidecustomerstolinktheirexistingmembershiporregisterasanewmember.ThisfeaturehelpsKiehl’sgathercustomerswhooriginatedfromonlinemarketplacesando?inestores,andBAscanidentify1364AzoyaInternationalLtd.LeveragingWeChatecosystemtoexpandsamplemarketingCustomerbaseConversionrateRepeatpurchaseAverageordervalue??????????????????????????????????????ExpandexposureinbrandzoneActivatepotentialcustomerswithlivestreamingHow:Kiehl’susesWeChatSearchtocreateabrandzoneonWeChattoexpandtheexposureofitssamplingcampaigns.Customerscan?ndthespeci?centrancetovisittheproductsamplecenter,whichisonlyavailableinWeChatminiprogramusingoneclick.How:Kiehl’salsocombinessamplemarketinginitsregularWeChatlivestreamingeventstoreachcustomerswithorganizingexclusivesamplelotterycampaigns(usually30pieces)ondi?erentproducts.Bene?ts:Kiehl’sisdistributingdi?erentproductsamplesaspointsofinterestineachlivestreamingcampaign,whichcanmotivatecustomerstorepeatedlyparticipatethecampaigns.Bene?ts:Kiehl’saimstoattractpotentialcustomersandconvertthemintoKiehl’smembers.BysettingthesamplecampaignintheWeChatsearch,brandscanpresentthecampaigntovisitorsintheWeChatpublicdomainwiththeshortestpath.Customersarewillingtoreserveandparticipatethelivestreamingcampaignsforchancestowinthelimitedamountofsamplegifts.TheseviewerswhobooklivestreamingcampaignarelikelytobeprospectiveKiehl’scustomers.Brandsdonotneedto?lterpeoplebecausethosewhoactivelysearchforthebrandarehighpotentialcustomers.Inthisway,abrandcandrivetra?ctothestoreandreachthetargetgroupmoreprecisely.1464Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.BrandmotivatespurchaseswithmultiplesalescampaignsCustomerbaseConversionrateRepeatpurchaseAverageordervalueLivestreaming:fromtra?cSamplevouchertostimulatesalesconversionacquisitiontodrivingsalesHow:How:Tobetterengageandactivatepotentialcustomers,livestreaminge-commerceplaysavitalroleinKiehl’soperationsstrategy.Kiehl’sbeautyadvisorspublishthelatestlivestreamingcampaignsandproducto?ersinWeChatGroups,WeComMomentsandprivatechatstoapproachcustomers.Kiehl’saddsarebatevoucherineachsamplesetinitsWeChatsamplecenter,andthecouponisvalid2businessdaysaftertheorderiscon?rmed.Bene?ts:Kiehl’susesthisactivitytostimulatepotentialcustomerswhohaveboughtthesampleproducttopurchasethefullset.Itcanbecreditedwhentheamountofthecustomer'snextorderexceedsthethresholdforusingtherebatecoupon.Bene?ts:Kiehl’sanchorscandirectlycommunicateandintroduceproducto?erings,shareskincaretipsandanswerinquiriestothousandsoflivestreamviewersinrealtime.Within-depthrecommendationsandexclusiveo?ers,brandsarelikelytoachieveane?cientsalesconversionrate.ForcustomerswhoboughtasamplesetinWeChatminiprogram,thetime-limitedcoupon,givingthemasenseofurgency.Customerstendtomakepurchasedecisionsquicklyandbuyonimpulseduringlivestreamingeventstoreceiveexclusivegiftswithpurchases(GWP)andlotterygifts.1564AzoyaInternationalLtd.Source:PublicInformation,ExpertInterviewCallbackcustomersinWeComgroupsandWeComMomentsCustomerbaseConversionrateRepeatpurchaseAverageordervalue?????????????????????????????????????????????????????????????????????????EnhanceenhancecustomerloyaltyinWeComgroupsKiehl'sWeComgroupsadoptsvariousevents&contenttomakeitfunforcustomerstostayingroups:Newarrivals&campaigns:Releasenewproducts,promotionalactivitiesandotherbrand-relatedcontent.Topicinteraction:Shareknowledgeorskills,initiatetopicdiscussions,etc.,toenhancethecustomerexperienceandengagement.Groupannouncement:Whenthekeyeventstarts,theannouncementcanremindeverymemberofthegroup.Accessibleincustomer'sWeChatmomenttimelineWeComMomentsallowKiehl’sbeautyadvisorstocreateexclusiveMomentsdisplaysandIPstoaccesscustomers’personalnetworksone-on-one.ComparedtoWeChatMomentAds,WeComMomentsisanalternativeandcoste?ectivechannelforpromotions.Maincontent:campaigninformation,livestreamingwarmup,skincareknowledge,etc.1664Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.Membershipbene?tsboostthefrequencyofrepeatpurchasesCustomerbaseConversionrateRepeatpurchaseAverageordervalue???????????????????????????Di?erentiatedmembershiptiers&bene?ts???????????????????????????Thebranddividesmembershipintofourtiers,fromentryleveltothehighesttier.Eachtierhasitsownpointslimitandquali?cations,andcomeswithuniqueo?ersandphysicalskincareservicesthatmatchthevalueofthemembership.ExclusivebirthdayprivilegesinWeChatRegisteredWeChatmemberscanearndoublepointsontheir?rstfullsetorderduringtheirbirthdaymonth.Thisattractshigh-valuecustomerstorepurchaseproducts.RewardcustomerswithpointsredemptionKiehl’spointscanberedeemedformultiplefull-sizeproducts.Theitemsredeemedforpointsvaryforeachtimeperiod,andthenumberofpointsrequiredtoredeemdi?erentproductsalsodi?ers.1764Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.Di?erentiatedshoppingscenarioscanincreasecustomerordervalueCustomerbaseConversionrateRepeatpurchaseAverageordervalue???????????????????????????????????????????????????Festivalgift-giving1v1personalizedskincaresolutionsKiehl’stakesthegift-givingscenariosofdi?erentholidaysintoaccountinitsoperationalstrategy.Brands’WeChato?cialaccountpushesfestivallimitedproductinformationandcontenttofollowersandguidesthemtobuyintheWeChatminiprogramshop.Kiehl’sBAsprovideprofessionalskincaresolutionsandproductrecommendationsaccordingtocustomers’variousskincaredemands.TheBAwillrecommendproductsthataresuitablefortheskintypeandskincareneedsofacustomerwhoisnotfamiliarwiththebrand'sproductline.Forexample,inthepictureontheleft,thecustomerhasahistoryofrednessandallergies,andtheBAdirectlyrecommendstheCalendulaseries.ChineseValentine’sDayQixiFestivalValentine’sDaylimited-timeproductsetChineseLunarNewYeargiftboxAlthoughthetimespentoneachcustomerincreases,thecustomerwillmakedecisionsfaster,andthetimeinvestmentisworthit.Ifthecustomerreceivesawholesetofsolutions,ratherthanasingleskincareproducts,willbemorehelpfulforbrandtoimprovecustomerunitprice.Forexample,Kiehl'swillrecommendacombinationofmoisturizer,anti-acne,anti-aging,etc.1864Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.ShowcasebrandCustomerbaseHelenaRubinsteino?erspremiumserviceandvaluetoitshigh-endcustomers.ConversionrateHR’sdigital-empoweredBAsandWeComgroupsarekeyassetsforitsmassivegrowth.HelenaRubinsteinProvidesexclusiveprestigeservicesformembersRepeatpurchaseHRactivateshigh-valuecustomerswithseamlessonlineando?ineluxeservices.AverageordervalueHRprovidesone-on-onepersonalizedservicestoeverycustomers.1964Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.Diversi?edmembershipcampaignsappealtohigh-endcustomersCustomerbaseConversionrateRepeatpurchaseAverageordervalueHRmemberclub??????????????????????????????????????????????????????????????????Abuilt-insamplingclubencouragescustomerstoengagewiththeHRo?cialWeChatminiprogram.Togetthefreequotatotrythesamples,customershavetocompletetheHRmembershipregistration?rst,andthentheywillget3chances.Formorequotas,usersneedtocompletetasks,suchasaddingHR’sBA‘BeautyManager’asWeChatcontacts.CustomerswhocompletesmoretaskshavehigherchancesofbecomingapotentialcustomerofHR1v1premiumservicesHR’sbeautyadvisorscanwiselysolicitandengagewithcustomersbasedonSCRMdata.Personalbeautyadvisorsgivecustomersaprivateandexclusive1:1serviceexperience,satisfyingtheirdemands.Existinghighvaluecustomerswillenjoyextrapremiumo?inebeautyskincaretreatmentservicesfromthebeautyadvisors.Di?erentiatedserviceinWeComGroupsHR’sBAsdi?erentiateandguidecustomerstodi?erentWeComgroupsbasedoncustomers’SCRMdata.BAsactasgroupadminstopushusefulcontenttogroupmembers,whogaintimelyaccesstoproductinformationandskincareapplicationtips.Di?erentgroupswillhavedi?erentrights,bene?ts,andcontent,respectively.2064Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.HRutilizesWeChat'ssocialfeaturestoe?ectivelycallbackcustomersCustomerbaseConversionrateRepeatpurchaseAverageordervalueImproveconversionwithWithin30days,7storesparticipatinginthesalescontestreachedsalesofover1millionRMB($157,000US)forthecloudstoreminiprograminasinglemonth,accountingformorethan15%.exclusiveo?ersinWeComgroupsForaQueen’sDaycampaign,HR’sbeautyadvisorspresentthegroup-exclusiveo?ercodeinWeChatgroups.Customerswhospendoveracertainamount(RMB3,500or$550US)receiveano?ineskincaretreatment.BAssalescontestactivelybroadensoperationboundariesHRinitiatesthe“bonus+honor”doubleincentivemechanism,fromtheaspectsofserviceandsales,andsetsmultidimensionalindicatorstoincentivizebeautyadvisorsinphysicalstores.ThiscontestguidesBAstobreakthelimitationsofspaceandtime,deliverqualityservicetothebrand’sloyalcustomersandapproachnewcustomers,thuspromotingoverallsalesgrowth.Providesanewconsumptionscenarioforhigh-endcustomersthathavemadeo?inepurchases,andbringsnewgrowthpointsforHR’so?inebusiness.2164Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.Activateshigh-valuecustomerswith?rst-classservicesCustomerbaseConversionrateRepeatpurchaseAverageordervalue????????????????????????????????????????????????????????????????????Membership&VIPPrivilegesBeautyTreatments&ServicesThebranddividesmembershipintosixtiers,fromentryleveltoBLACK&DIAMOND.Eachtierhasitsownpointslimitandquali?cations,andcomeswithredemptionprivileges,birthdaytreats,birthdayservicesandtreatments,newproducttrials,exclusiveinformationandeventinvitations.HRmemberscanmakeanappointmentonWeChatminiprogram,andexperience?rst-classfacialcareservicesatthecounters.O?inecareservicesareonlyavailabletoBLACKandDIAMONDmembers,andmembershiplevelupgradesarebasedonpurchasebehavior.HRdevelopsamembershiptierwithhighperceivedvaluetoelevatethecustomerexperience.Thisattractshighvaluecustomersandincreasestheirloyaltytowardsthebrand.HR’sexclusiveskincareserviceisavalue-addedbene?tthate?ectivelyattractsrepeatpurchasesandbuildsloyalty.2264Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.ProvidespersonalizedsolutionviaadedicatedcustomerskinquizCustomerbaseConversionrateRepeatpurchaseAverageordervalue???????????????????????????????????????????????????????????Providespersonalizedsolutionwithcustomers’skinquizHRWeChatminiprogramintegrateswithskincaretestto?ndtheperfectproductforcustomer’sskincondition.Bylearningaboutcustomerdemands,theminiprogramwillrecommendasetofproductsforindividualskincareroutines.HRcancultivatebrandawarenessandcustomerrecognitionoftheproducts.Theproductsaredividedaccordingtotheirdi?erentskincaree?ects.1v1customizedserviceBeautyadvisorscontinuouslycommunicatewithconsumersonWeChatandprovidethemwithpersonalizedservices,suchasone-ononeskincaresolutionsandanappointmentbookingserviceonbehalfofcustomers.The1v1solutionservicegreatlyenhancedthecustomerexperienceforthebrand–customersdon’tneedtosearchelsewheretolearnhowtousetheproductorforanyprecautions.2364Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.ShowcasebrandCustomerbaseM.A.CdeliversWeChatexclusivevaluestoachievecustomeracquisition.ConversionrateM.A.Cinvestsinabuilt-incommunityandlivestreamingcampaignstofacilitateconversion.M.A.CRollsoutseamlessonlineando?ineservicesRepeatpurchaseM.A.Cestablishesanemotionalanddirectrelationshipwithloyalcustomers.AverageordervalueThebrandembedsinteractivefeatureswithinitsprivatedomaine?orts.2464Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.M.A.C’svalue-addedservicesachievetra?cprecipitationCustomerbaseConversionrateRepeatpurchaseAverageordervaluePersonalmakeupsolutionExclusiveWeChatmemberbene?tsM.A.CWeChatminiprogramwillpushtheWeComQRcodeofpersonalmakeupadvisorsfromnearbystoresbasedonthecustomer’ssetlocation.How:ForitsQueen’sDaycampaign,M.A.CdevelopedexclusiverewardstoattractnewcustomerstoitsjoinitsWeChatmembershiptogettriplethepointswhentheyshopinphysicalstores.Make-uppersonaladvisorsprovideprofessionalcosmeticrecommendationsaccordingtothedi?erentskintypesofdi?erentcustomers.Customerscandirectlyaskpersonaladvisorsforproductrecommendation,thelatestpromotions,andapplicationtips.Bene?ts:M.A.CpushesexclusiverewardstoacquirepotentialcustomerstojoinitsWeChatprivatedomains.Thebrandcontinuouslyprovideshigh-qualitycontent,andthemedeventstopromoteengagementandsalesinlong-termoperations.Personalizedo?inemakeupservicesM.A.C.miniprogramallowscustomersreserveinstoremakeupservices.M.A.Cin-storebeautyadvisorstakeoverproductseeding,customereducation,andinvitepotentialandexistingcustomerstoconnectviaWeComorfollowtheWeChato?cialaccount.Customerscantryontheheroproductsandlearnapplicationtipsbeforemakingapurchasedecision.2564Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.Deploysinnovativedigitale?ortstoengagewithcustomersCustomerbaseConversionrateRepeatpurchaseAverageordervalueDevelopinginteractivecommunity“MakeupArtistsTrend”Livestreaming:fromengagementtosalesWeChatecosystemtoolsempowerM.A.C’smakeupadvisorstopositionthemselvesasa“MAKEUPARTIST”(MUA),whoareresponsibleforcommunitybuildingandoperations.M.A.Choldsonlineeventsandknowledgesessionstostrengthenbrandtrustanddrivesalesconversion.M.A.CmakeupadvisorswillremindWeComFriendsin1v1chatsaboutupcominglivestreamingeventsandpost-campaigno?eringsinWeComMomentstoawakencustomers.Bene?ts:M.A.C’sbrandambassadorsMAKEUPARTISTisanemotionalstrategytonurturepotentialcustomers(salesleads).MUAsharestheirpersonalmakeuplooksandproductexperiencesasthemaincontentforproductseeding,growscustomerloyaltyandcreatesasenseofbelonging.Mainformats:Livestreaminge-commerceMakeuptutorialsForcustomers,brandlivestreamingisanothersaleschannelthantheWeChatminiprogramstore.Potentialcustomerswillrefertotherealmakeupe?ectoftheMAKEUPARTISTwhenbrowsingthetargetproducts.Makeupknowledgesharingandproductdemonstrationaree?ectivewaystobuildcustomertrusttowardsthebrandandproducts.Customerstendtomakedecisionsquicklyandaresusceptibletoexclusiveo?ers,discountsandgiftsinlivestreamingevents.2664Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.EstablishesanemotionalrelationshipwithcustomersCustomerbaseConversionrateRepeatpurchaseAverageordervalueMemberprivilegesCallcustomersbackwitheaseM.A.CLOVERmemberscanearn2xmemberpointswiththe?rstordercompletedintheminiprogramduringtheirbirthdaymonth.M.A.Clauncheslimited-timerewardsexclusivelyforWeChatmemberstomakepurchasesonmemberdaythemedcampaigns.M.A.CmakeupadvisorsuseWeComMomentstoaccesscustomers’personalnetworksregularly.Makeupadvisorspostcampaigno?eringsinWeComMomentstoreactivatecustomers.Theo?ersareusuallyinthesecontenttypes:image,video,textandlinkshares.MultipleCTA:URLs,searchterms,QRcodeofthestore,subscribe,comments2764Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.Di?erentiatedshoppingscenariosbasedoncustomerneedsCustomerbaseConversionrateRepeatpurchaseAverageordervalueExclusivecustomizationserviceM.A.C’sWeChatminiprogramletscustomerscustomizeproductsfortheirownuseorasaspecialgift.Customizationserviceallowsbrandstocreateaninteractivespaceforuserstounleashtheircreativity.Youngerbuyershavebecomelessenthusiasticaboutmassmarketproduct,whilepersonalizationservicesmakecustomersfeelspecial.ARvirtualtry-onfeatureThisimmersiveWeChatminiprogramintegratesavirtualtry-onfeature.Withthevirtualmirror,consumerscanvisualizepersonalizedresultsandevencomparemultipleshadesto?ndtheperfectmatch.Thefullvirtualtriale?ectincreasesconsumerappeal,allowingconsumerstocross-selectSKUsandswitchtootherSPUs.2864Source:PublicInformation,ExpertInterviewAzoyaInternationalLtd.ShowcasebrandCustomerbaseFlorasis’sco-creationprogramonWeChatsuccessfullyattractspotentialandloyalcustomers.ConversionrateFlorasis’sWeComMomentsandWeChatChannelsenhanceitsbrandimage.FlorasisInitiatesuserRepeatpurchaseFlorasiso?ersexclusiverewardsandservicestocapitalizeonitsprivatetra?c.cocreationprogramandbrandbuildingAverageordervalueGivingprivilegedbene?tsstimulatescust