Users click on the link to register as a brand's member and get the coupon. Users who scan this QR code can add MUFE's staff as a WeChat contact then the staff will send greetings and registration guidance to new followers. Source: Private Traffic for China Retail in 2021 Whitepaper, AzoyaĪt first, MUFE put their WeChat Work account QR code at the bottom of a public account article. Make Up For Ever (MUFE) is leveraging WeChat Work to attract customer traffic and promote campaigns. For instance, WeChat Work (also known as WeCom) allows targeted, direct communications to connected customers. Developing a private domain within WeChat can enhance the customer journey, making e-commerce efforts more efficient. Private traffic is particularly powerful on WeChat, which has attracted 1.2 billion monthly active users, who are interconnected and forming a closer personal network. Make Up For Ever 1:1 customized service enhances the customer experience The article showcases how leading beauty players, such as Lancôme, Estée Lauder, and Make Up For Ever leverage private traffic to improve performance results in this large, lucrative market. The beauty brand also earned a 600% rise in GMV YoY in the WeChat livestream room during China’s 6.18 shopping bonanza, contributed by active customers in various WeChat Groups, WeCom Connections, and subscribers of the official account of Estée Lauder. Compared with Chinese e-commerce sites like Taobao and JD.com, which act as public traffic platforms, private traffic belongs to brands' or businesses' "private assets."īrands are already benefiting with private domain operation in China: Estée Lauder achieved a 100% increase in gross merchandise value (GMV) year-over-year (YoY) in its WeChat mini-program. The advantage of developing private traffic is that the brand can use it repeatedly, and can reach users within their private domain for free or at a limited cost. That’s why retailers and brands have begun seeking ways to establish their customer base by creating a private domain on social media platforms. However, in China, people rarely visit websites or use email. The Western equivalent of private traffic would be an email list as an owned media channel. With the increasing cost of online traffic acquisition in China, the term 'private traffic' (私域流量) has emerged as a top marketing buzzword. This article is also available on Beauty Matter.Īs global beauty brands seize opportunities to sell to China, they are focusing on increasingly digital-savvy Chinese consumers who turn to the popular social media platform WeChat to follow brands’ activities.
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