With the global luxury market clouded in uncertainty, many luxury brands chose to look East in 2020. As the only luxury market in the world functioning at a semi-normal capacity, international brands naturally began to step up their investments in China last year. This, coupled with the ongoing growth and evolution of the Chinese digital landscape, created a robust environment for brands’ online activities in the market to thrive.

As the WeChat communities of luxury brands continue to grow, the way in which they are interacting with brands on the platform is evolving. The all-new report released by JINGdigital and DLG (Digital Luxury Group) takes a closer look at key performance indicators on WeChat, and how brands fared on the platform last year.

Key Insights Answered in the Report:

• The overall performance of WeChat Official Accounts in luxury industry
• Significant channels on recruitment & unfollow
• Efficient action types and strategies
• Case studies
• Best practices

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As COVID-19 continues to impact the way consumers engage with brands and purchase luxury goods, DLG (Digital Luxury Group) and JINGdigital have put together the latest edition of the WeChat Luxury Index to help brands better gauge their WeChat performance and focus on indicators that truly matter. Besides providing up-to-date data related to content, engagement, and follower acquisition, the report will also have a special focus on live streaming and social selling, offering insights and analytical frameworks for both.

Key Insights Answered in the Report:

• What’s the most noticeable trend observed from luxury brands’ WeChat performance?

• The power of live streaming on fan acquisition and conversion should no longer be ignored. What should brands be looking out for and what are some of the best practices to keep in mind?

• What exactly is social selling using WeChat Work and how can brands leverage it?

The post Industry Report:「The WeChat Luxury Index 2020 Jan-Jun」 appeared first on .

The account links to a content center that contains expert documents and recordings of online broadcasts. To access it, a doctor must first register in the CRM. Because the company targets many doctors of different specializations and has a content archive spanning diverse materials, the company faces the problem of how to reach the doctors with the right content at the right time.

Challenges

• Due to the restrictions of WeChat group sending, the company needs other ways to reach out to doctors;
• The amount of high-quality expert content available is limited and needs to be recycled to ensure maximum value;
• Because of the high customer acquisition costs, the company strives to reduce churn by aggressively limiting content spamming. Content sent out needs to be highly targeted to doctor specializations.
• Due to legal restrictions, some content is allowed to be displayed only to certified doctors.

Solution

Step 1: Driving online traffic by offline visits

• The sales representative visits the doctor in person and guides the doctor to follow the WeChat account. The sales rep assists him to complete the registration, and at the same time obtains valuable information about the doctor, including the department, the medical field, and other dimensions;
• To welcome new followers (doctors), an automated customized tour of the official account is launched which informs doctors where they can obtain relevant scientific research, conference invitations, and medical information. This greatly improves the lifetime value of followers;
• Through JINGconnect, after doctors follow the official account by scanning the QR code of sales representatives, the company integrates WeChat user information with the brand CRM.

Step 2: Use tagging to create unique user profiles

• After successful registration, the doctor’s data is saved in the CRM system securely;
• The company builds a tagging system using JINGsocial, segmenting doctors according to information such as field and department;
• To further enrich the user profiles, the company also tags doctors according to social behavior, such as participating in online and offline meetings.

Figure 1: Data integration and real-time sync

Step 3: Parallel management – personalized WeChat menus

• JINGsocial’s personalized WeChat menu function allows companies to create multiple personalized menus for the WeChat official account which links out to tailored content and service pages.
• The company publishes different menus for doctors in different fields according to the user profile field data;
• At the same time, special menus can be set up for sales reps and internal employees to manage in parallel;
• When the user meets the conditions corresponding to the personalized menu, the menu is automatically published to the user.

Figure 2: Parallel management – personalized menus

Step 4: Targeted push messaging according to a preset schedule

• With the help of JINGsocial’s group push messaging function, companies can periodically (four times a month) push targeted content to different user segments
• Invitations to online & offline events can be sent anytime via template messages to designated users to drive attendance;
• By tracking whether a user clicks a link or meeting notification, the user profile can be further improved.

Figure 3: Targeted push messaging according to a preset schedule

Conclusion

After the company implemented the JINGdigital marketing automation system, the follower tagging rate exceeded 85%, and more than 20 WeChat articles were sent each month with a click-through rate of over 50%. After implementing targeted content marketing, the follower retention rate in the last quarter exceeded 85%.

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Challenges

• Customer data is scattered in different channels (WeChat official account, WeChat mini program, official website, business system), and data cannot easily be integrated. Because the data is not integrated, it is difficult to identify high potential segments. Because the target audience is not fully understood, the conversion efficiency is low.
• The company was not able to achieve Revenue Marketing automation through system integration, which was an important factor for them to choose the JINGdigital marketing automation system.

Solution

• Use JINGtrack to connect the WeChat mini program and H5 minisites to the WeChat Official Account, and create an integrated sCRM in the WeChat ecosystem. At the same time, tracking user behavior throughout the entire ecosystem helps companies visualize the customer life cycle and set up journeys that use targeted content to drive conversion.
• JINGdigital integrates with the company’s other systems through APIs to synchronize customer CRM data, order data, and logistics data, and provide users with quality services.

Conclusion

The company launched the JINGdigital marketing automation system and within 3 months acquired 3000+ leads.

Since the launch of the JINGdigital SCRM, the company has closed the loop between user tracking and the sales process through the WeChat Official Account and WeChat mini program data.

On the one hand, in the WeChat environment, the company has been able to use JING tools such as User Journeys, Chatbots and the Content Marketing Engine, along with high-quality expert content such as white papers, to attract a large number of potential leads, acquire them, engage them and ultimately convert them into potential customers;

To engage leads further, the company uses JING tools such as Personalized WeChat Menus and Personalized WeChat Posts to publish content continuously and guide leads to the e-commerce site for order placement.

Figure 1 – JINGdigital collects and manages mini program data

JINGdigital’s marketing automation system tracks user order behavior, automatically retargeting the customer with relevant product info, event info, shopping cart reminders, etc. This greatly diminishes order churn at key moments and drives potential customers to make final decisions faster. After the order is made, the estimated delivery time and package shipping information are synchronized through the API and sent to the customer in a template message through the WeChat Official Account.

More than 20,000 fans were acquired through a single event and 75% of followers completed the journey.

Through JINGsocial’s data analysis capabilities, companies can analyze user menu click behavior, WeChat post read rates, H5 site pageviews (available through JINGtrack), QR code scans, keyword queries, forms interaction, and other actions. These activities are recorded to the user profile to power the group segmentation management and enable more targeted push messaging. User profiles gradually become richer and clearer which drives long-term conversion.

Figure 2: Percentage of user interaction data analyzed by JINGdigital in a single event

In a campaign that was executed on JINGdigital social CRM system, there were over 20,000 follower interactions that happened within the official account, which comprise of menu clicks, conversations, and journeys.

Figure 3: Simple interaction logic for users operating the JING platform

Among the users newly added through the event, about 70% are those that come from the QR codes with parameters generated by the JING platform. Using parametric QR codes, the JING platform is able to trigger different journeys for different users by tracking the acquisition source and determining the user’s identity and achieve rich user profiles.

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Challenges encountered

• User profiles are not clear. The company does not have a strategy for unifying the collection and management of user behavior, cooperation intentions, business context, and potential needs. This impacts the company’s ability to carry out targeted marketing outreach.
• Online and offline activity data are siloed, making it difficult for the marketing department to collect and track lead data from different activities and follow-up in real-time.

Solution

First Step: Improve user profiles to empower precision marketing

• Track user behavior and improve user profiles using JINGsocial tags, chatbots, lead scoring and other functions;

Figure 1: Track user behavior and build out user profiles

• Mine the most valuable users, segment them into groups, then set up customer lifecycle marketing journeys for precision marketing.

Figure 2: Target users at different points in the customer life cycles through user journeys

Second Step: Data integration powers omnichannel customer conversion

• To connect up your WeChat public accounts, mini program, and third-party data, use JINGsocial QR codes to drive omnichannel traffic to the official account. The data build up user profiles, creating a complete picture of campaign ROI.
• Through detailed analysis of JING platform reports assess acquisition effectiveness by channel, optimize promotion strategy, improve engagement, and lift sales conversion.

Figure 3: Data integrated into JING platform helps identify channel acquisition effect

Conclusion

After the company launched JINGdigital’s marketing automation system, it was able to integrate omnichannel data and improve user profiles. The result was that the lead interaction rate increased by 14% and the event participation rate increased by 85%.

If you want to know more detailed information about the case or want to explore different usage scenarios, please fill out the form below to set up a trial.

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WeChat Work aims to become a transformational tool for business, in areas of business communication and internal office digitalization. Moreover, with three strategies serving in acquisition & connection, clienteling and social selling, it empowers salespeople in an unprecedented way.

If you’re interested in WeChat Work Strategies for Retail Selling but haven’t found a way, this whitepaper is just for you!

In this whitepaper, you’ll learn the whole journey of using WeChat Work in retail selling, including:

• The related functions provided by the app
• Three strategies to fully utilize the tool
• Recommended steps to build up your own WeChat Work ecosystem

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The overall growth of luxury brand accounts on WeChat has been slowing:

• Larger accounts (>100k followers) displaying a growth rate of 18%, down from last year’s 38%
• Smaller accounts (<100k followers) exhibiting a mere 6% growth compared to 31% in 2018

How can brands better recruit followers today’s highly saturated media landscape?

The 2019 WeChat Luxury Index Part 2 will provide insights about recruitment-related metrics and some best practices for recruiting and retaining followers on WeChat.

The post Industry Report:「WeChat Luxury Index 2019 Part II: Acquisition」 appeared first on .

In this whitepaper that we created with IT Consultis, you’ll get an in-depth look at WeChat Work and its functionalities, know what type of assets you can build, and detail actionable tactics you can adopt to boost sales and consolidate all your business functionalities with one app, together with a step-by-step approach on how to implement it in your company.

Key takeaways

• WeChat Work can be used to boost sales and provide better insights on your clients
• All departments can benefit from WeChat Work thanks to a centralization of data
• B2B companies, retailers, and luxury brands can get the most out of WeChat work
• A WeChat work implementation can be carried out either by the department or by business function

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Following the success of the 2018 WeChat Luxury Index, DLG (Digital Luxury Group) and JINGdigital have put together yet another insightful report on the WeChat performance of luxury brands in China. This year, the report will be released in three parts, each offering a deeper dive into the topic at hand. We are happy to announce that the first of these three parts, WeChat Luxury Index Part 1: Engagement, has released at a closed-door event on 8 August.

You’ll learn about:

• How to optimize your WeChat strategies targeting users in different purchase stages;
• How to drive user engagement from scratch;
• Suggested practices derived from our industry experiences.

▲Fill out the form above to access the report

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