Today, Azoya Consulting, which works with international retailers to develop “actionable China e-commerce” strategies, released its first playbook on WeChat mini-programs for China e-commerce opportunities.
The playbook serves as a “complete guide to WeChat Mini-Programs,” and will include case studies from leading luxury, apparel and fashion brands. Catered toward the U.S. and foreign companies, the aim is to help companies better engage with shoppers on WeChat. Garnering more than 1 billion Chinese consumers, WeChat’s ubiquitous reach together with the tech-savvy Chinese consumer’s demand for foreign products means a ready market opportunity.
Built within WeChat, the mini-program serves to break down barriers for Western retailers and brands, and focus solely on e-commerce, highlighting “effective WeChat marketing campaigns from major international brands.” Case studies include Longchamp, Dior, Sephora and Feelunique, which is considered Europe’s largest online beauty retailer.
To help Westerners understand how to effectively enact sales “where Chinese consumers already spend their time,” the programs cover topics relevant to user-generated content, social gifting, personalization and group-buying campaigns, among others. China’s online marketplace platform Pinduoduo is an example of the success. Pinduoduo grew to over 300 million users and was listed on the NASDAQ stock exchange after just three years, and its growth was due in part to the WeChat group-buying mini-program.
The playbook’s release follows an SaaS platform designed for cross-border WeChat shopping, launched by Azoya, the parent company to Azoya Consulting.