WeChat offers the Brand.com 2.0(微信生態系統) to help customers achieve the most direct and shortest path to conversions through Mini Program(微信小程序) and mobile payments(微信移動支付). WeChat not only creates content that drives initial interest or traffic, but also helps brands achieve a closed loop from traffic to sales.
How WeChat’s Brand.com 2.0 (微信生態系統) works?
1. Acquiring Traffic
WeChat lets brands tap into users’Moments (朋友圈) by offering them social coupons and gift cards, allowing those users to gain social traffic.This kind of word-of-mouth traffic is becoming more important. But it also accepts brands' advertising at prime viewing places like Moments (朋友圈廣告) and posts by KOLs. Tencent has even created intellectual property (IP) assets including Honor of Kings (王者榮耀) and Produce Camp (創造營), that brands can use in advertising.
2. Decoding Customer Data
With traffic, Tencent attempts to help interpret and analyze online history to gain a better understanding of customers. It currently provides Tencent Data Cloud(騰訊雲), data modeling capabilities, and other diverse data-driven tools to optimize marketing budget allocation, enhance ability to reach more potential customers, and transform entire value chains.
3.Converting Traffic to Sales
Mini Program(微信小程序) is now central in WeChat ecosystem (微信生態系統) of turning traffic into real sales.Today, brands have opened boutique stores, manage customer relationships, and more via Mini Program. The Mini Program(微信小程序) also brings together functions like calls, social chat, search, ticket purchases, and payments. It is an essential touch point for brands to connect with consumers.
Overall, Brand.com 2.0 (微信生態系統) is offering a comprehensive solution for brands.
How to make use of ,Brand.com 2.0 (微信生態系統) to conquer social commerce in China? Possibly starts from the Mini Program (微信小程序) and Mobile Payment (微信移動支付).
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Source: Deciphering Tencent’s WeChat Ecosystem---Jing Daily
