(Source: https://pltfrm.com.cn)
Introduction
WeChat is more than China’s most-used app—it’s where consumers discover, interact with, and purchase from brands in a seamless mobile journey. For overseas brands entering China, WeChat offers unmatched tools for building direct customer relationships, nurturing private traffic, and driving conversion. This article explores best-in-class strategies to unlock WeChat’s full marketing and sales potential.
1. Use WeChat to Build First-Party Data
1.1 Convert Followers Into Tracked Users
While having followers on your Official Account is important, WeChat’s power lies in converting them into Mini Program users or WeCom contacts. This enables first-party tracking of their behavior, preferences, and purchase history.
1.2 Launch a Lead Magnet via Mini Program
Run gated content—such as a style guide, skin diagnostic, or recipe library—requiring basic info (name, phone, tag) for access. This builds a qualified lead pool that can be nurtured through personalized campaigns.
2. Turn Conversations Into Conversions
2.1 Use WeCom for 1-on-1 Follow-Up
Instead of waiting for users to browse products, assign them to a brand advisor via WeCom. This allows for proactive communication through text, voice notes, or product demos, leading to higher basket sizes and quicker decisions.
2.2 Introduce Chat-Driven Campaigns
Promotions like “reply to this post with a keyword to join” or “scan this to claim a surprise” turn passive readers into active participants, opening the door to ongoing messaging and remarketing.
3. Localize All Assets for the WeChat UX
3.1 UX Design for Mobile-First Chinese Users
Your Mini Program, article layouts, and product pages should mirror WeChat-native standards: vertical scrolling, tappable icons, big fonts, red CTA buttons, and simplified checkout flows.
3.2 Content Should Reflect Cultural Trends
Don’t simply translate Western content. Align visuals, headlines, and storytelling with Chinese holidays, slang, trending challenges, and influencers to feel native to the platform.
4. Build Retention With Private Domain Strategies
4.1 Create VIP Groups for Long-Term Retention
Once a purchase is made, invite users into segmented WeChat groups—e.g., “new moms,” “fitness buffs,” or “tech insiders.” These groups drive deeper engagement, especially when led by real brand reps or KOLs.
4.2 Reinforce Loyalty Through Smart Automation
Set up workflows where users get reminders, refills, or birthday messages timed to their last interaction. Automated WeChat messaging tools can handle this while keeping communication personal and timely.
5. Case Study: An Australian Health Brand Drives DTC Growth via WeChat
An Australian health supplement brand entered China by launching a WeChat Official Account and Mini Program. They combined an onboarding quiz with WeCom follow-up from wellness advisors. After each first purchase, customers were invited to a loyalty group, where they received tips and exclusive bundles. Over six months, their repeat order rate reached 48%, and customer acquisition cost fell by 22% thanks to better conversion via private traffic channels.
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!
