2022年充分利用微信私域的最佳实践

Vazoya CapitalizeonWeChatPrivateDomain. BestPractice2022 AwhitepapertodemonstratekeysuccessfactorsofPrivateDomaintogrow successfulwecChatsalesandcasestudiesonglobalbrands&retailers. 2022 Azoya International Contents ThegoldenageofprivateCasestudyofsuccessful domainisnowprivatedomainoperations IAzoyaInternationalLtd. Part1 Thegoldenageofprivatedomainisnow IAzoyaInternationalLtd. Privatedomainisabigdeal... WeChate-commercemarketshareDifferentiatedproductsandservicesDigitally-empoweredBAsincrease continuestoseerobustgrowthcatertocustomer'ssocialneedscustomerlifetimevalue +WeChate-cammerceGMVaccountedforabaut+Beautypowerhousesallocateupto30%ofannual+Authenticandreliableshoppingexperiences 11%ofChina'stotale-commerceGMV(2trillionWeChatmarketingbudgetbigbetonnewlaunchesmake70%ofcustomersmorewillingto RMB/$312.3billionUS)in202DandisexpertedtocluringtheQixiFestival,aChineseversinnafrepurchaseinprivatedomain. exceed10trillionRMB($1561billionUS)intheValentine'sDay.Thisindicatesthatbrandsarg •Brandsgratduallycultivateintinacybetween nextthreeyears.increasinglyfocusingoneventswithstrongsocialbeautyadvisors(BAs)andcustomers,while +ThenurberofuserspayingthroughWeChatrninifactorsinWeChat.ernpoweringtheBAstobecornethecustomers* programsoaredby80%between2020and2021.+Theseefrortspreciselyappealtocustomers'socialpersonalcontact,consultantandshopping +TotaltransactionstromWeChat,miniprogramin needsinprhatedomainthroughdifferentiatedandassistant theretailancitravelsectorshavesurgedtwo-fold. Source;WeChatOpenC/assPro2022,TencentAnnua/ AzoyaInternationalLtd.Resu/l(s2021,Pub/ic/nformotion. Privatedomainempowersbrandsandretailerstoexpandbusinessboundaries Frommarketplacesto WeChat 03 FromonlinetoofflineErandscaneffectlvelyretalncustomersfrom u992u0ssud[es(8ipeaArureup5/eejdSuipr0101 WeChat<anflexiblyintegrateonlinetraffi<to Thepenetration thestoresonmarkelplarestnWeChatprivate fomain exoeriencepnysitaleventsandservices rateofprivate domaintouchpoints inChinaisashigh as96% Morebrandsentering Fromofflinetoonline04 Overthepastfewyears,WeChathaswitnessed maturebrandsandemergingplayersfrom 02 BrandsandretallersproactivelyInvitelie aentinclustriesflorkingtatheplatfarmt buildtheiros existingcustamerstojointheirprivate huatagawsnpxa IAzoyaInternationalLtd. DevelopingcustomerbaseinWeChatforpersonalizedprivate domainoperations ReachAmplification BrandscanproactivelyandrepeatedlyreachByleveraginginteractivesocialfeatures, andactivatepotentialcustomersandbrandscanfurtherexpandtheirreachin existingcustomersviamultipletouchpoints,WeChat.Forspecificmarketing,brands andinvitethemtoconnectwithWeComandshouldconsiderWeChatAds,socialsharing joinWeCamgroups.andincentiencampaigns ConversionCultivation AnalyzecustomerdataandattributestorunStrengthenbrandloyaltythroughtargeting moreaccurateandefficientoperations.multipletouchpointsandin-depthinteractions TailorsalescampaignsbasedonWeComwithpotentialandexistingcustomers.Adlopt groupandcustomerpersonas.personalIP,groupKOCs,groupassistant,product seeding,usefulinforrnationtoenhancebrand recognitionandcreateasenseofbelonging. IAzoyaInternationalLtd. →1v1personallzedcustomerservice +Interest-drivenbrandzonetoreach +Shopplngguldespotentialcustomers WeChatEcosystemallowsretailerstotailortheiroperationstrategies WeCom1MillioncompanystaffWeChatSearch7ooMilion+MAUs ＊ •customerprofiling+Amplifyexposure +AutomationBuiplinqpuejg WeChatMoments750MiMion+DAUsWeChatChannels •Inter-personnetworking,engagement •Socialcirculation +Userscanpostpictures,texts,videos,add hashtags,andsharecontentsuchasofficial +Livestreaming accountarticles,etc WecomGroups WeChatOfficialAccount Nurnberofaccount>20Milion •Socialsharing +KeyOpinionConsumer(KOCs)groupexpertsS +Companyofficialpage +Word-of-mouthandpeerreviews Richcontentforms,widecoverageandfastdistribution Powerfultoolforbrandbuildingandmarketingoperations Servicedelivery,suchascustomerservice,campaigns,etc WeChatMiniProgram450Million+DAUs E-commerce +Soclalsharingcampalgn +Interactivedesign WeChatMomentsAds WeChatPay Paymentasaservice(Paytomini- +Membcrlayaltyprogram Brandbuilding&contentprogram/coupon/WeChatvrork/CRM/O.A) Livestreaming•Performance-drivenadsAvailableinover3,000application +Customerretargetingscenarios(discounts&promotions) IAzoyaInternationalLtd +PR&newlaunches Leveragetheprivatedomainsuccessfactors PrivateDomainRevenueImpact CustomerBaseConversionRateRepeatPurchaseAverageOrderValue KeychannelsinWeChatprivateSalesconversionrateinprivateFrequencyofpurchasesperPercustomertransaction,itisdomainthatcanreachpotentialdomaincustomertheaverageamountoforders customersplacedbyeachcustomer O IAzoyaInternationalLtd Privatedomainoperation:fromacguisitiontoretention DirecttoconsumerCustomer-centricBuildingtrustLoyaltyprogram operations Brandsreachusersdlirectly +Co-creationofproducts +Brandpersonasbringing ●Brandscanproactively& andconnectwiththem. andcontenttoenhance customerscloserand repeatedlyreachoutand +Graspwiderdimensionsof customeractivityand estalblishinganemotiona