(Source: https://pltfrm.com.cn)
Introduction
WeChat is not just a messaging app — it is a closed-loop digital ecosystem with Official Accounts, Mini-Programs, Channels (Video Accounts), Moments Ads, and Groups. Overseas brands that master the full-funnel WeChat strategy can achieve precise reach and high conversion at the lowest cost in China.
1. WeChat Channels (Video Accounts) Rapid Rise
1.1 Short Video + Livestream Combination Publish 3–5 short videos daily + 2–3 weekly private-domain livestreams to quickly accumulate followers.
1.2 Paid DOU+ Amplification Invest small amounts in DOU+ (WeChat’s native boost tool) in the first month to break the cold-start phase and gain 100K+ followers in 30–45 days.
2. Mini-Program Private Domain Operation
2.1 Membership + Points System Build tiered membership with points earned through purchases, check-ins, and sharing to increase LTV by 3–5 times.
2.2 Automated SOP Marketing Use WeChat’s official CRM tools (e.g., Enterprise WeChat + Mini-Program) to send birthday coupons, abandonment reminders, and festive greetings automatically.
3. Moments Ads Precise Targeting
3.1 LBS + Interest Tag Targeting Combine city-level geographic targeting with interest tags to reach exact audiences (e.g., “25–35-year-old mothers interested in imported milk powder”).
3.2 Lookalike Expansion Use existing customer phone numbers to create lookalike audiences, reducing CPA by 40–60%.
4. WeChat Group & Community Operation
4.1 300–500-Person High-Activity Groups Build multiple seeded groups with community managers and daily red-packet activities to keep engagement high.
4.2 Group-to-Mini-Program Fission Encourage group members to invite friends with referral rewards, achieving 10×–20× viral coefficient.
Case Study: New Zealand Dairy Brand a2 Milk
In 2023–2024, a2 Milk appointed us to rebuild its WeChat ecosystem. We grew its Channels followers from 20K to 850K in ten months, built 62 high-activity mother groups (average 450 members each), and drove more than RMB 180 million in Mini-Program sales — making WeChat its No.1 sales channel in China.
Conclusion
WeChat remains the most closed-loop and highest-conversion platform in China. Overseas brands that combine Channels growth, Mini-Program private domain, and precise Moments advertising can build a moat that competitors cannot replicate.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
