The WeChat

Mini-Program
Playbook for E-Commerce 2021
An Overview of WeChat Commerce and How
Top Players in Luxury, Beauty, and Fashion
Categories are Leading the Way
Az oy a In t er n at ion 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 OF CONTENTS

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 accessed within 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
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Types of WeChat Mini-Programs
WeChat E-commerce Mini-programs account for the largest percentage of WeChat Mini-programs on the market.

WeChat Mini-program Stats (2020.6) WeChat Mini-programs By Type (2020)

3.2M
WeChat Mini-programs
410M DAU E-Commerce22%
Others 28%
Daily Active Users

Average userspends
18 mins per day

WeChat E-commerce Mini-programStats (2020.9) Daily Services 21.5%

Games 6%
586 MAU
Monthly Active Users
Social Media 4.5%
Tools 13.5%
Driven by the COVID-19 pandemic ,users Food & Restaurants 4.5%
grew 35.7% YoY.

Azoya 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. There are 60+ ways to access a Mini-program.

E-commerce Mini-program Access By Methods (2020.6)

Social sharing is the largest portion of
WeChat Mini-program. The share button W eChat A d ve rtisin g 1.10%
allows users to share content link to friends Service Notifications 1.10%
or in WeChat community. O thers 0.4%
Search B ox 1.40%
Sharing 63.2%
O ffi cial A cco u n t
Customers can access easily to their Co n te n t & Lin k 2.60%

Mini-programs favorite list and Lin ke d From A n o th e r

M ini-P rogram 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.

Azoya International Ltd.

Source:ALDZS.com, July 2020; QuestMobile Sep 2020 08
E-commerce Mini-Program Users at a Glance
Customers on WeChat e-commerce Mini-programs tend to be young and female.

E-commerce Mini-program Users By Gender (2020) E- commerce Mini-program Users By Age (2020)

32%
28%

Females7 1 %
Males 2 9 %

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 Azoya In tern atio n al Ltd.

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

• Accessible through 60+ different ways within WeChat

Mini-programs are
• Easier and more lightweight than downloading an app; much faster
convenient to access,
to load than an app
Benefitsfor 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
Benefitsfor help brands engage
• 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.

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Top Trends for WeChat Mini-Programs
As offline retail fell during the global pandemic’s lockdowns, customers have been spending more time online.
E-commerce Mini-program is a fast-growing quickly emerging sales channel, attracting significant online traffic.

Top 5 Mini-program Types MAU And YoY Growth (2020.6) E-commerce Mini-program User YoY Growth (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%

45.70%
42.20%
300 30.00% 200
35.70%
200 20.00%
100
100 10.00%

0 0.00% 0
Daily E-co mmerce Too ls Video Travel 2018.9 2019.9 2020.9
Services Service
As of September 2020, the number of WeChat
MAU Growth Rate e-commerce Mini-program users reached
538 million, up 27.5% from last year.
Source: QuestMobile June 2020 Azoya In tern atio n al Ltd.
Source: QuestMobile Sep 2020 12
Fastest-Growing Categories Among WeChat Mini-Programs
According to a WeChat official report, Covid-19 significantly changed the way consumers shop. There are many changes
happening in various segments.

Daily Commodities Luxury Shopping Malls Supermarkets

l The pandemic has l International travel l The raging pandemic l 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
l Contactless service lets Chinese consumers. home delivery during
customers order online l Lockdowns the peak.
and receive home delivery. l Luxury brands are motivated both
accelerating their online customers and l A long-lasting impact
l 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.
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 WeChat’s New E-Commerce Features

Livestreaming WeChat Work Official Account WeChat Mini-Program

l Launched in February For Business Subscription Message Subscription
2020.
l Helps merchants interact l Can fully integrate with a l Redirects users to
WeChat official account. l Easier to engage
subscribe to an Official
with customers in real customers with WeChat
l Lets merchants connect Account when they scan to
time and generate sales mini-programs.
with followers and enter a WeChat Mini-
via Mini-program
personalize services all in program.
livestreaming. l Typical messages include
l Lets viewers click the one platform.
shipment status, related
products listed on the live- l Service staff can divide l Powerful feature to acquire
followers into several coupons and group-
streamed video and and retain customers over
buying deal status.
directs them to place segments for relevant the long run.
orders. marketing.

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Merchants 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.

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WeChat 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 for live-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 z o y a I n t e r n a t i o n a l L t d .
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 PART III
Featured WeChat Commerce Case Studies
WeChat E-Commerce-Friendly Mini-Programs
Merchants are creating interactive, visual WeChat Mini-programs to boost consumer engagement and social sharing.

WeChat Work Live-Streaming Cross-Border

Gamification AR Virtual Experience
Merchants can use Brands can use mini- E-Commerce Beauty and luxury
Brands are using
WeChat Work and its programs to convert Merchants can use brands can embed AR
WeChat gamification
segmentation to offline traffic to online WeChat Mini-programs
to leverage online, and technology and provide
enhance the efficiency or provide offline to reach Chinese a suite of virtual
offline interaction with
of communications services for online experience for online
immersive experience. consumers in innovative
with their clients. customers ways. shoppers.

Personalization Key Opinion Leader Knowledge Hub Group-Buying

Brands can use mini- Partnership Campaigns
WeChat Mini-programs
programs to convert 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.

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 Showcase 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 immersive WeChat Mini-program integrates in-store and online, letting customers access content and 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.

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Gamification: 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

ü Background
ü Wardrobe
ü Exclusive sticker to download and use for
social networks
ü Other offline rewards

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Burberry Open Spaces - Social Retail Store
By connecting social and retail scenes, Burberry rewards customers with social currency on each purchase.

Audio guide View Product offerings Place an order to get social currency
Explore latest offerings Azoya In tern atio n al Ltd.
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Nespresso E-passport
The e-Passport has been completely upgraded to include not only a new way for customers to accumulate every spending, but
also the ability to collect coffee stamps.

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.

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New 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 Azoya In tern atio n al Ltd.
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 Burberry, 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

Hard to engage customers both online
Key Takeaways and offline.
experiences make customers feel
special.

• Gamification Mini-programs
engage customers 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-term relationship. WeChat/communities.

• It helps luxury brands blend Difficult to engage users with the

the digital and the physical Café appointments helps convert
latest trends and exclusive products in
realms in a social retail online users into offline customers.
stores.
concept.

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 Showcase Brand

WeChat Work

Merchants are using WeChat Work and its

segmentation to enhance marketing efficiency and
effectiveness.
FragranceNet Uses WeChat Work
Savvier than ever, retailers adopt WeChat mini-programs & livestreaming to sell to Chinese mainland customers.

Key Functions
• The official WeChat account does not allow
FragranceNet to contact their 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.

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 FragranceNet Strengthens Digital Outreach

Scan the QR code and add FragranceNet’s Staff sends out greetings and Use coupon when placing an order
Click the link to get a coupon Azoya In tern atio n al Ltd.
staff as WeChat contact coupons for new followers worth $6 05
 FragranceNet - 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 coupons
decision to purchase in stores. to existing and new customers to
increase repeat purchases.
Key Takeaway
Hard to introduce products to Invite WeChat Mini-programs
customers. customers to connect with
• WeChat Work feature FragranceNet’s service accounts.
helps merchants connect
Difficult to maintain long-term,
with customers effectively, Invite WeChat Mini-programs
interactive relationships with
while offering customers. customers to connect with
personalized services to FragranceNet’s service accounts.
increase sales.
The official WeChat account does Create group chats and share
not allow them to get in touch experiences like purchasing, usage
with their followers. and promotion activities.
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 Showcase 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-commerce livestream 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.
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SaSa 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 Azoya In tern atio n al Ltd.
Singles Day merchandise to viewers 32
Sephora 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.
• Increasingly popular way for consumers to
buy products thanks to discounts

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Sephora Co-Hosted Livestream With Estée Lauder
Sephora teamed up with Estée Lauder to host an exclusive livestreaming campaign ahead of Singles’ Day. This special session
presented a wider range of Estée Lauder’s popular merchandise and new arrivals.

An Estée Lauder vice president Promo code for OnlineAproduct

Offerings in live-stream z o y a I n t e tutorial
rn atio n al Ltd.
campaign participated as a guest livestreaming orders only 34
Pharmacy Online x Unichi
Pharmacy Online and Unichi co-hosted the live-stream campaign in a makeshift studio in the Macquarie Park office of 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 Mini-program is 100% faster than
other channels (website/App).

• A fast increase in product popularity and

brand awareness.

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Pharmacy 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 zWeChat
o y a I n t e rPay
n atio n al Ltd.
livestream event with Unichi on livestream campaign Pharmacy Online’s WeChat Mini-program 36
Oct 7
K11 Leverages WeChat Mini-Program to Sell Brands
Now retailers savvier than ever, adopting WeChat Mini-programs & livestreaming to 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 .

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K11 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 Azoya In tern atio n al Ltd.
during Christmas campaign 38
Dec 31
SaSa, 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

purchases in stores. Livestreaming shortens customers’
Key Takeaway decision-making process.

• Livestreaming helps Hard to introduce products to

many customers at one time. Livestreaming can reach millions of
merchants enliven their consumers in real time.
promotions to enhance
their interactions with
Difficult to maintain a long-term,
consumers and sell more. interactive relationship with Creates a multisensory, immersive
customers. shopping experience.

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 Showcase 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
their very own 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.

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Longchamp Customized Journey

Select a product Select customized elements View real-time customization Confirm and pay within WeChat
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from a variety of options 42
APM Morocco Lets Customers Design Jewellery
APM lets consumers unleash user’s creativity and customize their own jewelry with their favorite colors, letters and 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.
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APM Customizer Journey

Upload an image from your View detailed customization

Select to customize necklace Choose your favorite letter and
A z o yplace
a I n t e an
r n a order
tio n al Ltd.
phone to customize 44
VANS Unveils Customizer to Build Momentum for Opening
Vans officially debuted the e-commerce feature of 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.

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Vans 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
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 Longchamp, APM, VANS - Analysis

Merchant’s Pain Points WeChat Mini-Program Solutions

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
programs engage and authentic.
and fraudulent sellers.
delight customers by
letting them create and 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.

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Key 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 RMB
(~$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.

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Mr.Bags With Farfetch – Customer Journey

Co-branded WeChat Mini- Mr.Bags‘ Wishlist Session Explore new releases and Place the order and check out
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program homepage select item 50
SECOO Joined Forces With Fashion Blogger Becky Li
Secoo, the largest premium retailer in Asia, teamed up with fashion influencer Becky Li for the offline exhibition “Becky‘s Choice:
Mobile Walk-in Closet.” Secoo also released a custom WeChat 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# Azoya In tern atio n al Ltd.

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Secoo 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 Azoya In tern atio n al Ltd.
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Mr.Bags With Farfetch, Fantasy Closet - Analysis

Merchant’s Pain Points WeChat Mini-Program Solutions

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
narrow down product choices.
Key Takeaway choices.

Customers must jump from KOL WeChat Mini-programs let consumers

• WeChat Mini-programs content to a third-party site to seamlessly jump from content to
enable seamless process make purchases. e-commerce without leaving WeChat.
that helps KOLs educate
customers and retailers sell
Luxury players often have a Working with a fashion and luxury
products in a closed-loop
complex relationship with influencer like Mr. Bags / Becky fits
transaction. e-commerce and struggle to reach the luxury agenda.
online traffic.

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 Showcase 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. It met complex business demands while executing on time, on budget and with quality.

Key Functions
l Cross-border payment feature lets customers track
international logistics status.
l Cross-border payment solution provider integration.
l Service layer handles real-time product and order
management.
l Promotion engine customization and integration
sync offline promotion from client-side engine to
web media placement (WMP).
l WeChat Mini-program special marketing tools.

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Mannings - 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 Azoya In tern atio n al Ltd.
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iHerb 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.

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iHerb 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
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Feelunique 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.

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Feelunique 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
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FragranceNet Affiliate Model
FragranceNet is a retailer that mainly sell perfumes and skincare products. Azoya customized a private affiliate function for
FragranceNet, so customers can share and get direct cashback.

Key Functions
• FragranceNet offers a 5% discount for first
orders on its WeChat Mini-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.

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FragranceNet - 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
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Farfetch Reaches Chinese Consumers in an Innovative Way
Luxury e-tailer Farfetch to debut WeChat Mini-program to outstrip the rivals 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.

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Farfetch 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 Azoya In tern atio n al Ltd.
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 Cross-Border E-Commerce - Analysis

Merchant’s Pain Points WeChat Mini-Program Solutions

Brands often struggle to launch WeChat Mini-program stores

offline stores in target enable users to buy anytime,
markets/cities. anywhere.

Hard to sell numerous SKUs to Fulfill emerging customers’

mainland China through general demand for imported merchandise.
Key Takeaway trade.
WeChat Mini-programs offer
• WeChat turns fragmented, Difficult to carry out marketing marketing tools to help merchants
rushed cross-border campaigns to reach local sell.
shopping into a seamless consumers.
omnichannel experience. International logistics tracking lets
Customers often concern about customers check for real-time
• WeChat Mini-program
cross-border shipment. updates.
delights consumers by
integrating online
Currency exchange is a hassle. Seamless WeChat payment
shopping, payments and solutions.
loyalty programs.
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 Showcase 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 item with 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.

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Eye Cream Group-Buying Deal

Browse promotion details Join in group-buying deal Get group-buying price

Group-buying promotion A z and
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Azoya 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.

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Azoya 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 Azoya In tern atio n al Ltd.
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Group-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).
• Customers can complete
group-buying transactions
in the WeChat Mini-
program without 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
merchants don’t have to
spend on ads.
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 Showcase 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 content focuses on frequently-
asked questions related to diet for
infants and children.
• Official account content contains
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.
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Friso – Customer Journey

Expert Q&A Videos Read blue paper on digest Lead customers to official Daily flash sales
problem WeChat Mini-program Azoya In tern atio n al Ltd.
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Friso - 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-

program enables a closed- Hard to convert users to in-store Links direct users to purchases,
loop journey that takes customers. shorten the customer journey.
users directly from content
to purchases.
Offline stores are too crowded, WeChat Mini-program stores let
customers feel rushed to make a users buy anytime, anywhere.
purchase.

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 Showcase Brand

AR Virtual Try-On

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 immersive WeChat Mini-program integrates the in-store and online experience. Customers can access content and
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 most beloved
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.
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Armani 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
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Gucci 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
implement 3D 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.

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 Gucci’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 Azoya In tern atio n al Ltd.
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Chaumet Debuts Hand Size Measurement for Online Ring Shoppers
French high-end jeweler Chaumet launched the online hand size measurement function to recommend suitable ring sizes.

Key Functions
• Chaumet debuted the new finger size
measurement feature of its WeChat Mini-
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.

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Online 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
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 AR virtual experience - Analysis

Merchant’s Pain Points WeChat Mini-program Solutions

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
streamlines the AR try-on mirror provides real-time try-ons.
and feel rushed to make a
feature and improves the 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 meets the needs about the fit before making and accuracy for online customers.
purchases.
of online shoppers and builds
brand trust.
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 SUMMARY
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.
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 Thanks
!
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.

A zoya 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
e-commerce.