THE WECHAT MINI-PROGRAM - PLAYBOOK FOR E-COMMERCE2021
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The WeChat
Mini-Program
Playbook for E-Commerce2021
An Overview of WeChat Commerce and How
Top Players in Luxury, Beauty, and Fashion
Categoriesare Leading theWay
Azoya Internation Ltd.
Azoya International
Dec 2020 / Shenzhen,China
Azoya Group is a full service solution provider dedicated to helping
international brands and retailers enter the China market.
Azoya provides technical + service solution to help clients manage challenges
from various aspects of selling to China.
Recap of the 2019 Playbook Our WeChat playbook 2019 gave a basic overview of WeChat Mini- programs by showcasing how leading brands are using them to engage customers. Check out our website to download and learn more. The Azoya E-commerce Solution Azoya’s SaaS solution offers retail companies comprehensive functions for cross-border e-commerce. Our multi-platform and multi-purpose solution helps merchants quickly set up a presence via Chinese websites (desktop & mobile), apps (iOS, Android), & WeChat mini-program with a localized user experience. If you are interested in setting up your own cross-border WeChat Commerce account, check out our SaaS solution.
TABLE OFCONTENTS
A Quick Introduction to WeChat Mini-Program
P05
Deep Dive Into WeChat Mini-Program E-Commerce
P10
Featured WeChat Commerce Case Studies
P17
PART I A Quick Introduction to WeChat Mini-Program
What are WeChat Mini-Programs
WeChat Mini-programs are mini-apps that can be developed and accessedwithin WeChat.
Introduction
• WeChat is the must-have social
commerce platform in China,with over 1
billion users.
• Launched in January 2017,most mini-
programs can be developed quicker
than downloadable apps.
• They can be accessed without users
having to install or download them.
• As of June 2020,the number of monthly
users of the WeChat Mini-programs has
reached 830 million,up 11.6% from
2019.
• Consumers use mini-apps for online
shopping, customization, collecting
coupons, ordering food delivery,
booking movie tickets,booking taxis,
and many more daily services.
Source:QuestMobile,August 2020
A zo ya I n t e rn a t io n a l L t d .
06
Types of WeChat Mini-Programs
WeChat E-commerceMini-programs account forthe largest percentage of WeChat Mini-programs on the market.
WeChat Mini-programStats(2020.6) WeChatMini-programsByType(2020)
3.2M
WeChatMini-programs
410MDAU E-Commerce22%
Others 28%
DailyActive Users
Averageuserspends
18minsperday
WeChatE-commerceMini-programStats(2020.9) Daily Services 21.5%
Games 6%
586 MAU
Monthly Active Users
Social Media 4.5%
Tools 13.5%
Driven bytheCOVID-19 pandemic,users Food &Restaurants 4.5%
grew 35.7% YoY.
Azo ya International Ltd.
Source:ALDZS.com, July 2020; Quest Mobile Sep 2020 07
How Users Access WeChat Mini-programs?
Most users access WeChat Mini-programs through links shared by other uses, drop-down menu, QR Code, and link on the
Official account from another Mini-programs. Thereare 60+ ways to access a Mini-program.
E-commerceMini-programAccessByMethods(2020.6)
Social sharing is the largest portion of
WeChat Mini-program.The share button WeChat Adverti si ng 1.10%
allows users to share content link to friends Service Notifications 1.10%
or in WeChat community. O thers 0.4%
Search Box 1.40%
Sharing 63.2%
O fficial A ccou nt
Customers can access easily to their Content & Link 2.60%
Mini-programs favorite list and Linked From Another
Mini-Program 3.90%
history list through Navigation
Drop-down. QR Code Access 7.30%
QR Codes are widely used by
merchants to convert offline visitors to
follow Official account and WeChat Navigation Drop Down 19%
Mini-program.
Azo ya International Ltd.
Source:ALDZS.com, July 2020; QuestMobile Sep 2020 08
E-commerce Mini-Program Users at a Glance
Customers on WeChat e-commerceMini-programs tend to be young and female.
E-commerceMini-programUsersByGender(2020) E-commerceMini-programUsersByAge(2020)
32%
28%
Females71%
Males 29%
16%
13%
11%
≤24 yrs old 25-30 yrs old 31-35 yrs old 36-40 yrs old ≥41 yrs old
Source: QuestMobile June 2020 A zo ya I n t e rn a t io n a l L t d .
Source: QuestMobile June 2020 09
PART II Deep Dive Into WeChat E-Commerce Mini-Program
Retail Benefits: How WeChat Mini-programs add value to
the retailers
Definition Mini-programs are mini-apps built within the WeChat ecosystem
Mini-programs are • Accessible through 60+ different ways within WeChat
• Easier and more lightweight than downloading an app; much faster
convenient to access,
to load than an app
Benefits for use and share
• Simple to share with friends with just a few taps
Consumers • Easy, normalized login
• Seamless transactions with WeChat Pay
• Easy to add to favorites for future use
• Flexibility to design their own store with visual banners, videos, mini-games, etc.
Mini-programs’
• Organized way to use WeChat and users' WeChat accounts as a customer management
expanded functions
system
Benefits for help brandsengage
• Easy, personalized way to provide customer service
Merchants customers
• Cost effective to develop WeChat mini-programs at a fraction of the cost of a mobile app or website
• Easy access to their customer data (vs. marketplace platforms), which they can analyze to enhance
product development,planning and loyalty
An Alternative
for China Mini-programs give brands more control over their e-commerce store design and data, and empower them to
E-Commerce drive traffic through WeChat and its massive social network.
A zo ya I n t e rn a t io n a l L t d .
11Top Trends for WeChat Mini-Programs
As offlineretailfell during theglobal pandemic’s lockdowns, customers have been spending moretimeonline.
E-commerceMini-program is a fast-growingquickly emerging sales channel, attracting significant online traffic.
Top5Mini-programTypesMAUAndYoYGrowth(2020.6) E-commerceMini-programUserYoYGrowth(2020.9)
600 538
800 750 80.00%
+27.5%
500
700 70.00%
422
586 71.70%
600 60.00% 400
66%
471 +60.5%
500 50.00%
Million
423
300 263
Million
400 322 40.00%
42.20% 45.70%
300 30.00% 200
35.70%
200 20.00%
100
100 10.00%
0 0.00% 0
2018.9 2019.9 2020.9
Daily E-commerce Tools Video Travel
Services Service
As ofSeptember 2020,the number ofWeChat
MAU Growth Rate e-commerce Mini-program users reached
538 million,up 27.5% from last year.
Source: QuestMobile June 2020 A zo ya I n t e rn a t io n a l L t d .
Source: QuestMobile Sep 2020 12Fastest-Growing Categories Among WeChat Mini-Programs
According to a WeChat official report,Covid-19significantly changed the way consumers shop. There are many changes
happening in various segments.
Daily Commodities Luxury Shopping Malls Supermarkets
⚫ The pandemic has ⚫ International travel ⚫ The raging pandemic ⚫ Despite physical
triggered a boom in online disruption has led to forced brick-and- distance measures,
grocery. booming demand for mortar shutdowns in supermarkets saw
foreign goods among the early months. spikes in demand for
⚫ Contactless service lets Chinese consumers. home delivery during
customers order online ⚫ Lockdowns the peak.
and receive home delivery. ⚫ Luxury brands are motivated both
accelerating their online customers and ⚫ A long-lasting impact
⚫ Lower risk of infection, as presence to adapt to merchants to shift to of COVID-19 is that
consumers avoid crowds Chinese consumers’ online shopping. contactless service will
during the pandemic. needs. remain.
A zo ya I n t e rn a t io n a l L t d .
13WeChat’s New E-Commerce Features
Livestreaming WeChat Work Official Account WeChat Mini-Program
⚫ Launched in February For Business Subscription Message Subscription
2020.
⚫ Helps merchants interact ⚫ Can fully integrate with a ⚫ Redirects users to
⚫ Easier to engage
with customers in real WeChat official account. subscribe to an Official
customers with WeChat
time and generate sales ⚫ Lets merchants connect Account when they scan to
mini-programs.
with followers and enter a WeChat M ini-
via Mini-program
personalize services all in program.
livestreaming. ⚫ Typical messages include
one platform.
⚫ Lets viewers click the shipment status, related
products listed on the live- ⚫ Service staff can divide ⚫ Powerful feature to acquire
coupons and group-
streamed video and followers into several and retain customers over
buying deal status.
directs them to place segments for relevant the long run.
orders. marketing.
A zo ya I n t e rn a t io n a l L t d .
14Merchants Use WeChat Mini-Programs to Sell to Online Consumers
Merchant’s Pain Points WeChat Mini-Program Solutions
Offline stores closed due to the COVID-19 outbreak. WeChat has a colossal user base. Merchants can
Merchants want their businesses to recover quickly. build up their official WeChat Mini-programs with
flexibility and ease.
With social-distancing, merchants are having a hard
Merchants’ marketing tools include group-sharing
time to engage customers in normal way.
and livestreaming.
Hard to retain long-term loyalty and membership,
Exclusive WeChat Work empowers merchants to
which maximize lifetime value per customer.
segment their followers for effective targeting.
Customers prefer contactless service and home WeChat Mini-program enables contactless delivery
delivery to mitigate health and safety risks. or pickup services.
A zo ya I n t e rn a t io n a l L t d .
15WeChat builds the foundation of livestreaming commerce
Livestreaming is now indispensable in China’s post-pandemic e-commerce industry. WeChat Mini-program’s livestreaming
update is a gamechanger forlive-stream shopping.
Pharmacy Online co-hosted a live-stream Products listed on the live-stream session Strengths of WeChat Mini-Program Livestreaming
campaign with Unichi
Multiple entries for draining traffic
Multiple entries to drive traffic and social
sharing.
Higher conversion rate
WeChat livestreaming can maximize WeChat’s
social and content integration.
Lower bounce rate
Exciting,immersive shopping experience for
viewers.
One-stop shopping journey lets them buy
within the livestream.
Traffic belongs to merchants
• Seamless experience,as all visits and views
happen within WeChat. Users are less likely to
jump to other platforms. A zo ya I n t e rn a t io n a l L t d .
16PART III Featured WeChat Commerce Case Studies
WeChat E-Commerce-Friendly Mini-Programs
Merchantsare creating interactive,visual WeChat Mini-programs to boost consumerengagement and social sharing.
WeChat Work Cross-Border
Gamification Live-Streaming AR Virtual Experience
Merchants can use Brands can use mini- E-Commerce
Brands are using Beauty and luxury
WeChat gamification WeChat Work and its programs toconvert Merchants can use brands can embed AR
to leverage online,and segmentation to offline traffic to online WeChat Mini-programs technology and provide
offline interaction with enhance the efficiency or provide offline to reach Chinese a suite of virtual
immersive experience. of communications services for online consumers in innovative experience for online
with their clients. customers ways. shoppers.
Personalization Key Opinion Leader Knowledge Hub Group-Buying
Brands can use mini- Partnership Campaigns
WeChat Mini-programs
programs toconvert
Luxury retailer Farfetch are designed to convert Customers can pull in
offline traffic to online joined forces with top- traffic from content friends/family to purchase
or provide offline tier fashion influencers accounts directly into goods in bulk in exchange
services for online in China to broaden for a discount.
customers. awareness. e-commerce sales.
A zo ya I n t e rn a t io n a l L t d .
18Showcase Brand Gamification Brands are using WeChat gamification to leverage online and offline interaction, and create an immersive space for interactive experiences and exclusive content.
Burberry Open Spaces - Social Retail Store
This immersiveWeChat Mini-program integratesin-store and online, letting customers access contentand personalized
experiences,and share them online.
Key Functions
• Burberry’s ‘Space’ WeChat Mini-program is designed to
reward customers for engaging with the brand online
as well as in-store.
• Customers can book in-store appointments and items
to try on and unlock new offerings and additional
product storytelling.
• Make reservations in the in-store café and community
space.
• Encourage customers to create content to share on
social media.
A zo ya I n t e rn a t io n a l L t d .
21Gamification: Burberry Built an Avatar for Their Chinese Customers
Burberry’s gamification WeChat Mini-
program encourage audiences to interact
with the brand,and raise their tier with
the retailer by creating orders,sharing
and participating in community
discussions.
Essentially it’s a point system based on
CRM data – yet it’s fun.
Digital assets as rewards
✓ Background
✓ Wardrobe
✓ Exclusive sticker to download and use for
social networks
✓ Other offline rewards
A zo ya I n t e rn a t io n a l L t d .
22Burberry Open Spaces - Social Retail Store
By connectingsocial and retailscenes, Burberry rewards customers with social currencyon each purchase.
Audio guide View Product offerings Place an order to get social currency
Explore latest offerings A zo ya I n t e rn a t io n a l L t d .
23Nespresso E-passport
Thee-Passport has been completely upgraded to include not only a new way for customers to accumulateeveryspending, but
also theability to collectcoffeestamps.
Key Functions
• The WeChat Mini-program is an all-in-one
member center to integrate order history
from Tmall flagship, JD.com flagship store,
official e-com website and official
boutiques.
• A total of 13 new continents are waiting
for consumers to unlock via certain tasks.
New users would receive a stamp upon
registration
• After completing certain stamp collection
tasks and accumulating a certain number
of coffee capsules, consumer can redeem
certain gifts.
A zo ya I n t e rn a t io n a l L t d .
24New Coffee Voyage E-passport - Customer Journey
Stamp collection routine Click on the map for certain purchase tasks Jump to the WeChat store to Add to bag and place an order
complete a purchase task A zo ya I n t e rn a t io n a l L t d .
05Burberry,Nespresso Gamification - Analysis
Merchant’s Pain Points WeChat Mini-program Solutions
Luxury brands often struggle to Digital rewards incentivize digitally-
present their luxury experience online. savvy users to visit physical stores.
Exclusive content and personalized
Key Takeaways Hard to engage customers both online
and offline.
experiences make customers feel
special.
• Gamification Mini-programs
engagecustomers by Hard to inspire users to create and Consumers can share personalized
making it fun to build a loyal, share content. offline experiences on
long-termrelationship. WeChat/communities.
• It helpsluxury brandsblend
Difficult to engage users with the
the digital and the physical latest trends and exclusive products in
Café appointments helps convert
realms in a social retail online users into offline customers.
stores.
concept.
A zo ya I n t e rn a t io n a l L t d .
26Showcase Brand WeChat Work Merchants are using WeChat Work and its segmentation to enhance marketing efficiency and effectiveness.
FragranceNet Uses WeChat Work
Savvier than ever,retailersadopt WeChat mini-programs &livestreamingto sell to Chinese mainland customers.
Key Functions
• The official WeChat account does not allow
FragranceNet to contacttheir followers.
• The merchant/service staff have better control over
customers’ access to different coupons and information.
• FragranceNet leveraged WeChat Work to increase sales
and repeat purchases during daily operations.
• Create a group chat and share experiences like
purchase, usage and promotion activities.
A zo ya I n t e rn a t io n a l L t d .
05FragranceNet Strengthens Digital Outreach
Staff sends out greetings and Use coupon when placing an order
Scan the QR code and add FragranceNet’s Click the link to get a coupon A zo ya I n t e rn a t io n a l L t d .
staff as WeChat contact coupons for new followers worth $6 05FragranceNet - Analysis
Merchant’s Pain Points WeChat Mini-program Solutions
Helps merchants promptly
Merchants often struggle to satisfy respond to customer needs like
customer demands fast. rapid replenishment of
bestsellers and answering
inquiries.
Hard to get users to make the Staff can issue exclusive
decision to purchase in stores. coupons to existing and new
customers to increase repeat
Key Takeaway purchases.
Hard to introduce products to
customers. Invite WeChat Mini-programs
• WeChat Work feature customers to connect with
FragranceNet’s service
helpsmerchantsconnect accounts.
Difficult to maintain long-term,
with customers effectively,
interactive relationships with Invite WeChat Mini-programs
whileoffering customers. customers to connect with
personalized servicesto
FragranceNet’s service
increasesales. accounts.
The official WeChat account does
not allow them to get in touch Create group chats and share
with their followers. experiences like purchasing,
usage and promotion activities.
A zo ya I n t e rn a t io n a l L t d .
29Showcase Brand Livestreaming Brands and retailers use livestreaming campaign as a tool to attract more loyal users and fuel brand traffic.
SaSa Uses Livestreaming to Interact With Mainland Customers
Sasa’s first-ever cross-border e-commercelivestream campaign provides new direction for cross-border marketing and social
commerce.
Sasa’s first livestreaming session Sasa listed a range of products in its
on May 5 livestream
SaSa hosted its first-ever livestream on May 5
• SaSa launched its WeChat Mini-program in Oct. 2019,
with merchandise spanning personal care, beauty and
cosmetics.
• SaSa WeChat overseas live-stream session invited
Phoenix TV host Lin Weijie as the anchor to partner with
SaSa's own beauty consultant.
• The live-stream campaign’s promotional activities
picked random consumers via online lottery to win
exclusive gifts.
• Discounts and well-known anchors made SaSa’s
livestreaming an exciting shopping experience.
• This marketing milestone reinforces SaSa’s digital
capabilities and e-commerce evolution.
A zo ya I n t e rn a t io n a l L t d .
31SaSa Adapts Digital Efforts to Reach Customers
Click on in-article
Join SaSa livestreaming session for SaSa‘s beauty consultant presents Sharing livestream campaign
livestreaming preview A zo ya I n t e rn a t io n a l L t d .
Singles Day merchandise to viewers 32Sephora Uses Livestreaming to Sell Cosmetics and Beauty Products
Key Functions
• Sephora China launched various livestream
campaigns in China with sponsorship from
brands.
• Each campaign earned >20K viewers, and
high conversion rates and sales.
• Various partners helped promote the
livestream campaigns.
• WeChat ads helped promote the livestream
events.
• Increasing ly popular way for consumers to
buy products thanks to discounts
A zo ya I n t e rn a t io n a l L t d .
05Sephora Co-Hosted Livestream With Estée Lauder
Sephora teamedup with EstéeLauder to host an exclusivelivestreamingcampaign ahead of Singles’Day. This special session
presented a wider range ofEstéeLauder’s popular merchandiseand newarrivals.
Offerings in live-stream An Estée Lauder vice president Promo code for OnlineApz rooydauIncttetrunatotiroinaall L t d .
campaign participated as a guest livestreaming orders only 34Pharmacy Online x Unichi
Pharmacy Online and Unichi co-hostedthelive-stream campaign in a makeshiftstudio in theMacquarie Park officeof Unichi.
Key Functions
• The audience had an exclusive tour around
the office, knowhows of the laboratories, and
brand history of Unichi.
• The live-stream events are also being
broadcasted by affiliate partners and
influencers – all together resulted in 3 times
higher sale compared to the average daily
campaign.
• The efficiency of acquiring register users in
WeChat M ini-program is 100% faster than
other channels (website/App).
• A fast increase in product popularity and
brand awareness.
A zo ya I n t e rn a t io n a l L t d .
35Pharmacy Online x Unichi - Analysis
Confirm product and check out
Pharmacy Online co-hosted Unichi products listed on the Clicking the product directs to the withA zW
o yeaCIh
nat etrP
naa tyi o n a l L t d .
livestream event with Unichi on livestream campaign Pharmacy Online’s WeChat M ini-program 36
Oct 7K11 Leverages WeChat Mini-Program to Sell Brands
Now retailerssavvier than ever, adopting WeChat Mini-programs &livestreamingto sell to Chinese mainland customers.
Key Functions
• K11 set up livestream campaigns and
hired shop assistant as streaming
anchors.
• Each campaign lasts 2 hours,and they
introduce brands,try items on and give
product links for customers to buy.
• Users can recap the previous
livestreams at any time.
• For the Christmas holiday, K11 will host
live-stream campaigns from Nov. 15th –
Dec.31st .
A zo ya I n t e rn a t io n a l L t d .
37K11 Hosted Livestream for Christmas Sale
K11 hosts livestream The anchor acted as in-store guide
K11 offers free delivery service Users can book the livestream in advance
campaigns from Nov 15 – during livestream on Nov 20 A zo ya I n t e rn a t io n a l L t d .
during Christmas campaign 38
Dec 31SaSa, Sephora,K11 - Analysis
Merchant’s Pain Points WeChat Mini-program Solutions
Beauty brands often struggle to WeChat Mini-program livestreaming
garner traffic. helps beauty retailers build brand
awareness and consumer trust.
Hard to get users to make
Livestreaming shortens customers’
Key Takeaway purchases in stores.
decision-making process.
Hard to introduce products to
• Livestreaming helps Livestreaming can reach millions of
many customers at one time.
merchantsenliven their consumers in real time.
promotions to enhance
their interactionswith Difficult to maintain a long-term,
consumers and sell more. interactive relationship with Creates a multisensory, immersive
customers. shopping experience.
A zo ya I n t e rn a t io n a l L t d .
05Showcase Brand Personalization Brands are using WeChat to give every customer a personalized shopping experience.
Longchamp Customizes Content to Connect With Customers
French luxury brand Longchamp built an online boutique that focuses solely on product customization. Customers can create
theirveryown handbag.
Key Functions
• Longchamp’s WeChat Mini-program lets
customers to customize handbags available
in 3 styles.
• Customers can choose the exterior and
interior colors and add decorative symbols.
• Customers can share their designs with
friends on WeChat.
• Customers can buy designs via WeChat Pay
and select pick-up in store or home delivery.
• The customization service lets customers play
around, and the brand can apply the data
insights to improve personalization services
in the future.
A zo ya I n t e rn a t io n a l L t d .
41Longchamp Customized Journey
Select a product Select customized elements View real-time customization Confirm and pay within WeChat
A zo ya I n t e rn a t io n a l L t d .
from a variety of options 42APM Monaco Lets Customers Design Jewellery
APM letsconsumers unleash user’screativityand customize their own jewelry with theirfavoritecolors, lettersand symbols.
Key Functions
• APM lets customers make their own necklace,
bracelet,earrings or rings for a fun,
personalized look.
• Customers can share their designs with
friends on WeChat.
• Customers can buy their designs via WeChat
Pay and choose pick-up in store or home
delivery.
• The brand can apply customization data
insights as inspiration to continuously
improve future designs.
• Customers feel involved in the design
process by leaving their mark on the end
product.
A zo ya I n t e rn a t io n a l L t d .
43APM Customizer Journey
Upload an image from your View detailed customization
Select to customize necklace Choose your favorite letter aAnzdo ypalaI cn e
t ea
r nna toi o
rdn ea lrL t d .
phone to customize 44VANS Unveils Customizer to Build Momentum for Opening
Vans officially debuted the e-commercefeatureof its WeChat Mini-program during Singles Day 2020.
Key Functions
• Customers can change the exterior
and interior colors,and upload
images from their photo gallery.
• Customers can share designs with
friends on WeChat.
• Customers can buy designs via
WeChat Pay and choose collect in
store or home delivery.
• Made-to-order designs boost
consumer joy and satisfaction.
A zo ya I n t e rn a t io n a l L t d .
45Vans Customized Journey
Select product ① Customize the official symbols Or upload an image from your View for certainty and instant
phone to customize gratification, then place an order
A zo ya I n t e rn a t io n a l L t d .
46Longchamp,APM,VANS - Analysis
Merchant’s Pain Points WeChat Mini-ProgramSolutions
Luxury brands often struggle to Offering personalization services
replicate the luxury experience makes customers feel special.
online.
Consumers can share personalized
Lack of shop attendants to provide products on WeChat to show them
Key Takeaway VIP service to upscale shoppers. off to friends/family.
E-commerce is often associated Official WeChat Mini-program
• Customization mini-
with discounting, fake products stores are perceived as more
programsengageand authentic.
and fraudulent sellers.
delight customers by
letting themcreateand gift
their very own products. Customization service allows
Younger buyers have become less brands to create an interactive
enthusiastic about mass space for users to unleash their
production. creativity.
A zo ya I n t e rn a t io n a l L t d .
47Key Opinion Showcase Brand
Leader (KOL)
Partnerships
你的包真好看
Luxury retailer Farfetch joined forces with top-tier
fashion influencers in China to boost awareness.Farfetch Partners With Influencers to Debut Co-Branded Mini-Programs
Key Functions
• “你的包真好看”(Fantastic Bags) and “包先
生” (Mr.Bags) are two very influential
WeChat Official Account influencers in China.
• Farfetch launched 2 KOL stores with select
items that matched their audience’s interests.
• For example,“包先生” has mostly followers
that are interested in bags under 1000 RM B
(~$150US), and Farfetch offered a catalogue
with curated items.
• Checkout,payment and fulfillment take place
on Farfetch’s e-commerce platform.
• We assume there is some sort of revenue
sharing/commission offered by Farfetch to
compensate these influencers.
A zo ya I n t e rn a t io n a l L t d .
49Mr.Bags With Farfetch – Customer Journey
Co-branded WeChat Mini- Mr.Bags‘ Wishlist Session Explore new releases and Place the order and check out
A zo ya I n t e rn a t io n a l L t d .
program homepage select item 50SECOO Joined Forces With Fashion Blogger Becky Li
Secoo,thelargest premium retailer in Asia, teamed up with fashion influencer BeckyLi forthe offlineexhibition“Becky‘s Choice:
Mobile Walk-in Closet.”Secoo also released a customWeChat Mini-program called “Fantasy Closet.”
Why are fashion e-tailers working with KOLs?
• Becky Li（黎贝卡）has more than 826 million
followers on WeChat and is one of China’s
leading fashion influencers.
• Today collaborations between fashion
platforms and fashion influencers are trendy.
• The SECOO exhibition intends to build a
brand new online and offline interactive
experience.
• Each fashion note in the Fantasy Closet
exhibition is tagged with items that direct
users to a detailed product page.
Upscale offline exhibition #SecooThousandBloggersExhibition# A zo ya I n t e rn a t io n a l L t d .
51Secoo x Becky WeChat Mini-Program: Fantasy Closet
Ads for offline exhibition Becky’s Variety Cloakroom provides View ‘Becky’s Fashion Notes’ Click and place an order
“Becky’s Choice” Becky’s recommendations A zo ya I n t e rn a t io n a l L t d .
52Mr.Bags With Farfetch, Fantasy Closet - Analysis
Merchant’s Pain Points WeChat Mini-ProgramSolutions
Hard to drive traffic to e-commerce KOLs use content and followers to
shops. drive online traffic and sales.
Customers feel overwhelmed by
KOL recommendations simplify and
their abundance of product
Key Takeaway choices.
narrow down product choices.
Customers must jump from KOL WeChat Mini-programs let consumers
• WeChat Mini-programs seamlessly jump from content to
content to a third-party site to
enableseamlessprocess make purchases. e-commerce without leaving WeChat.
that helps KOLseducate
customers and retailerssell
Luxury players often have a Working with a fashion and luxury
products in a closed-loop
complex relationship with influencer like M r. Bags /Becky fits
transaction. e-commerce and struggle to reach the luxury agenda.
online traffic.
A zo ya I n t e rn a t io n a l L t d .
05Showcase Brand Cross-Border E-Commerce Merchants can use WeChat Mini-programs to reach Chinese consumers in innovative ways.
Mannings Hong Kong Cross-Border WeChat Mini-Program
Mannings Hong Kong built a seamless WeChat Mini-program experience to let its HK stores sell directly to mainland Chinese
consumers. Itmetcomplex business demands while executingon time,on budget and with quality.
Key Functions
⚫ Cross-border payment feature lets customers track
international logistics status.
⚫ Cross-border payment solution provider integration.
⚫ Service layer handles real-time product and order
management.
⚫ Promotion engine customization and integration
sync offline promotion from client-side engine to
web media placement(WMP).
⚫ WeChat Mini-program special marketing tools.
A zo ya I n t e rn a t io n a l L t d .
55Mannings - Customer Journey
WeChat cross-border payment
Product collections View promotion and pick item Localized checkout process and support
with real-time FX
for China Customs A zo ya I n t e rn a t io n a l L t d .
56iHerb Affiliate Program Analysis
US health supplements retailer dominates cross-border sales of vitamins and supplements in China.
Key Functions
• iHerb WeChat Mini-program sends coupons
for new members.A range of coupons are
available for new and return customers on
the checkout page.
• Users can also generate an exclusive
promotion code and iHerb can use the code
to identify the participant.
• When a friend places an order using the
invitation code, they receive a 5% discount
on their order.
• The sharer also receives 5% of their friends’
order value as a bonus, which they can use
for future purchases.
A zo ya I n t e rn a t io n a l L t d .
57iHerb Affiliate Program Customer Journey
Select product Share product link with Get and share an exclusive You will receive a bonus when your
friends promotion code with friends friend successfully places an order
A zo ya I n t e rn a t io n a l L t d .
58Feelunique Cross-Border Mini-Program
Azoya helped Feelunique launch its WeChat Mini-program in 2018, 3 years after its successful Chinese website launch to
provide a consistent user experience and build loyalty.
Key Functions
• Fully localized and seamless experience
allows Feelunique to sell directly to mainland
Chinese consumers.
• WeChat cross-border payment enables a
seamless checkout process with real-time
foreign exchange rates.
• WeChat Mini-program offers special
marketing tools for Feelunique to attract
specific customer interests.
• Feelunique works with WeChat Pay to issue
exclusive coupons for customers.
A zo ya I n t e rn a t io n a l L t d .
59Feelunique x WeChat Pay
Feelunique home page Lead customers to a coupon center Collect voucher offered by Customers can use the voucher from
WeChat Pay the same merchant at checkout
A zo ya I n t e rn a t io n a l L t d .
60FragranceNet Affiliate Model
FragranceNet is a retailer that mainly sell perfumes and skincare products. Azoya customized a private affiliatefunction for
FragranceNet,so customers can share and get directcashback.
Key Functions
• FragranceNet offers a 5% discount for first
orders on its WeChat M ini-program and
mobile app.
• Affiliate function encourages customers to
share their product page links to friends /
family.
• When a friend places an order using the
shared link,the bonus is usually 6% for the
sharer and buyer.
• Customers can share content in WeChat with
their friends or publish on their own social
media account.
A zo ya I n t e rn a t io n a l L t d .
61FragranceNet - Customer Journey
Select a Product Sharing product link to friends Share commission campaign link You will receive a commission when
your friend successfully places an order
A zo ya I n t e rn a t io n a l L t d .
62Farfetch Reaches Chinese Consumers in an Innovative Way
Luxury e-tailerFarfetch to debut WeChat Mini-program to outstrip therivals to reach China’s young generation.
Key Functions
• Farfetch offers one-click access to a
livestreaming session from the WeChat
Mini-program.
• Social sharing function encourages
customers to share Farfetch WeChat mini-
program link with friends /family.
• When a new customer enters the Farfetch
WeChat Mini-program via the invitation
link,they receive a coupon worth 500
RMB (~$75US).
• Invitees will also receive a coupon worth
500RMB when their friend successfully
places an order.
A zo ya I n t e rn a t io n a l L t d .
63Farfetch Bets on Livestream Campaigns to Sell Products
Previous live-stream Farfetch’s livestream campaign on Singles Day Products listed on the Click #No.1 product and place an order
campaigns Nov 11th livestream video A zo ya I n t e rn a t io n a l L t d .
64Cross-Border E-Commerce - Analysis
Merchant’s Pain Points WeChat Mini-ProgramSolutions
Brands often struggle to WeChat Mini-program
launch offline stores in stores enable users to buy
target markets/cities. anytime, anywhere.
Hard to sell numerous SKUs to Fulfill emerging customers’
mainland China through demand for imported
Key Takeaway general trade. merchandise.
WeChat Mini-programs offer
• WeChat turns fragmented, Difficult to carry out marketing tools to help
rushed cross-border marketing campaigns to merchants sell.
shopping into a seamless reach local consumers.
omnichannel experience.
International logistics tracking lets
• WeChat Mini-program Customers often concern customers check for real-time
about cross-border updates.
delightsconsumers by shipment.
integratingonline
shopping, paymentsand Currency exchange is a hassle. Seamless WeChat
payment solutions.
loyaltyprograms.
A zo ya I n t e rn a t io n a l L t d .
65Showcase Brand Group-Buying WeChat Mini-Programs’ social sharing functions decentralize customer acquisition and lower marketing costs.
La Roche-Posay
Group-buying goods ship only after you share an itemwith friends and they buy, too.
Key Functions
• This 19-day campaign encouraged
customers to pull in friends for a group-
buying promotion.
• Group-buying prices for an eye-cream
are 173 RMB (~$27 US) vs.343 RMB
($53US) at full price.
• Campaign can be shared with friends on
WeChat;goods ship after friends buy.
• This approach lowers user acquisition
costs and improves customer
engagement.
A zo ya I n t e rn a t io n a l L t d .
67Eye Cream Group-Buying Deal
Browse promotion details Join in group-buying deal Get group-buying price
Group-buying promotion A za
on
y ad Ip
n tla
e rcneatain
o noarl d
L tedr.
68Azoya Club Released Group-Buying WeChat Mini-Program
Key Functions
• The user gets a 10-point reward after
completing an order for the first time by
initiating a group-buying deal.
• This campaign encourages customers to
pull in friends for a group-buying
promotion, and improve the efficiency of
acquiring registered users.
• No limit on the number of group-buying
deals.
• The start-up links for group-buying
directly link to the download page of
Azoya Club’s
e-commerce mobile app.
A zo ya I n t e rn a t io n a l L t d .
69Azoya Club Group-Buying Deal - Customer Journey
Get group-buying price View group-buying deal status
Initiate group-buying deal Share with friends
and place an order A zo ya I n t e rn a t io n a l L t d .
70Group-Buying Campaigns - Analysis
Merchant’s Pain Points WeChat Mini-program Solutions
Group-buying offers slight
Online customer acquisition is
discounts for customers who can
expensive.
pull in new customers.
Key Takeaway Hard for merchants to gain
customer trust. Group-buying = buying with
friends (social confirmation, trust).
• Customerscan complete
group-buying transactions
in the WeChat Mini-
programwithout leaving Group-buying through e-mail
WeChat lets customers share and
(Groupon) doesn’t work;it’s too
WeChat. fragmented.
pay for products in one closed-
loop transaction.
• Group-buying subsidizes
customer acquisition so
merchantsdon’t have to
spend on ads.
A zo ya I n t e rn a t io n a l L t d .
71Showcase Brand Knowledge Hub Brands and retailers use content to acknowledge and activate customers completing a purchase.
Friso’s WeChat Mini-Program Informs Young Parents
Key Functions
• Friso contentfocuses on frequently-
asked questions related to diet for
infants and children.
• Official account contentcontains
multiple links to different Mini-programs
for purchases and essential tips.
• Three key functions:Intelligent
consultant,Blue Book on Baby Digestion
and Absorption in China,video Q &A
with experts.
• Customers can directly access Friso’s
official WeChat Mini-program.
A zo ya I n t e rn a t io n a l L t d .
73Friso – Customer Journey
Expert Q&A Videos Read blue paper on digest Lead customers to official Daily flash sales
problem WeChat Mini-program A zo ya I n t e rn a t io n a l L t d .
74Friso - Analysis
Merchant’s Pain Points WeChat Mini-program Solutions
Friso’s WeChat Mini-program
Difficult to promptly respond to provides detailed nutrition and
customer inquiries. product information.
Young parents often feel Friso’s Baby Institute includes the
Key Takeaway concerned about babies’ digestive most common digestive problems
health. and guidelines.
• Friso’s WeChat Mini-
programenablesa closed- Hard to convert users to in-store Links direct users to purchases,
loop journey that takes customers. shorten the customer journey.
users directlyfromcontent
to purchases.
Offline stores are too crowded, WeChat Mini-program stores let
customers feel rushed to make a users buy anytime,anywhere.
purchase.
A zo ya I n t e rn a t io n a l L t d .
75AR Virtual Try-On
Showcase Brand
Beauty and luxury brands can embed augmented
reality (AR) technology and provide a virtual
experience suite for online shoppers.Armani’s AR Virtual Try-On for Lip & Eye Makeup
This immersiveWeChat Mini-program integratesthe in-store and online experience.Customers can access contentand
personalized experiences,and share them online.
Key Functions
• Customers only need to open their
camera and try on a large selection of lip,
eye and face products anywhere and
anytime.
• With the virtual mirror,customers can
visualize personalized results and even
compare multiple shades to find the
perfect match.
• Consumers can add their mostbeloved
shades, add to bag then pay within
WeChat.
• Virtual mirror also provides a download
button so users can save or share their
try-on image with others.
A zo ya I n t e rn a t io n a l L t d .
77Armani Beauty Creates an Immersive Customer Journey
Click live camera to try-on Try on and compare Add to Bag and check out later
Select beauty products you
would like to try on live, or upload a photo various shades
A zo ya I n t e rn a t io n a l L t d .
78Gucci Virtual AR Experience Within WeChat Mini-Program
Key Functions
• Gucci WeChat Mini-program releases
virtual ring try-on service for a more
pleasant customer experience.
• The virtual technology supports
accurate hand feature recognition and
implement3D rendering to accurately
depict the texture of the Gucci ring.
• Customers can download photos of
them ‘wearing’ their favorite Gucci rings
and share them on social media.
A zo ya I n t e rn a t io n a l L t d .
79Gucci’s Virtual Ring Try-On – Customer Journey
Pick the Gucci ring and
A 360-degree view of the selected ring Point mobile device’s camera at hand The AR try-on image is downloadable place an order
and virtually ‘try-on’ the ring for saving and sharing A zo ya I n t e rn a t io n a l L t d .
80Chaumet Debuts Hand Size Measurement for Online Ring Shoppers
Frenchhigh-end jewelerChaumet launched the online hand sizemeasurement function to recommend suitable ring sizes.
Key Functions
• Chaumet debuted the new finger size
measurement feature of its WeChat M ini-
program.
• Customers can choose a smart size guide or
measuring ring size by hand.
• Chaumet sees the potential of the online
sales market for luxury goods in China and
the purchasing power of the younger
generation.
• The measurement service makes the process
fun and personalized, addressing the needs
of online shoppers.
A zo ya I n t e rn a t io n a l L t d .
81Online Hand Size Measurement – Customer Journey
An infographic tutorial for customers It can recommend the suitable ring
An AR virtual view of product A 360-degree review of smart size guide size for consumers
to measure ring sizes by hand
A zo ya I n t e rn a t io n a l L t d .
82AR virtual experience - Analysis
Merchant’s Pain Points WeChat Mini-programSolutions
Try-on results are easy to confuse Users can download their try-on
in physical stores. images in various shades.
Customers feel overwhelmed by AR virtual feature helps customers
number of shade choices on the narrow down choices.
market.
Key Takeaway
• WeChat Mini-program Offline stores are too crowded,
customers don’t know what to buy WeChat Mini-program AR virtual
streamlinesthe ARtry-on and feel rushed to make a mirror provides real-time try-ons.
featureand improvesthe purchase.
customer experience.
• Smart ring size measurement Online ring shopping makes it hard Both smart size guide and virtual
and virtual ring try-on to try on rings and feel certain ring try-on offer a new experience
technology meetsthe needs about the fit before making and accuracy for online customers.
purchases.
of online shoppersand builds
brand trust.
A zo ya I n t e rn a t io n a l L t d .
83SUMMARY
New Sales Channel
• WeChat Mini-programs are becoming increasingly important for ecommerce.
• WeChat Mini-programs give merchants a new creative channel to engage and sell
to Chinese consumers.
Social Sharing Features Lower Customer Acquisition Costs
• The simple interface and social sharing feature of mini-programsallows
customers to share their experiences with friends, lowering customer
acquisition costs.
Live-streaming is the gamechanger
• WeChat Mini-programs opening up e-commerce options for brands to sell
to digital savvy Chinese customers.
Seamless Customer Experience
• Customers can play games, send gifts, personalize products and pay with
WeChat Pay all without leaving WeChat.
A zo ya I n t e rn a t io n a l L t d .
84Thanks
Azoya Consulting is a subsidiary of Azoya International, which empowers international retailers with clear
and actionable China e-commerce strategy powered by data, research, expertise and business
intelligence.
Azoya Group is full-service solution provider dedicated to helping international brands and retailers
enter the China market. Azoya provides technical + service solution to help clients manage challenges
from various aspects of selling to China.
Our E-Commerce SaaS Solution offers retail companies comprehensive functions for cross-border
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