11/21/2023 0 Comments Wechat mini program live streamingFor 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 form a closer personal network. Make Up For Ever 1:1 customized service enhances the customer experience Leading beauty players, such as Lancôme, Estée Lauder, and Make Up For Ever are effectively leveraging 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 businesse’ “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. ![]() ![]() As 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.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |