WeChat has undoubtedly become the most popular messaging and social media app in China as its daily active user (DAU) reached 1.09 billion in 2020.1 As a comprehensive app, WeChat provides many powerful functions, including messages, voice&video calls, moments to post photos and videos, news official accounts, games, mini programs, online pay, etc. Among all the functions, mini-program is an essential function worthy of merchants’ and brands’ attention.
WeChat mini program, also known as WeChat Applet, is a lite app within WeChat without need be downloaded separately. Compared with regular apps, WeChat Mini Program requires less developing cost and is more user-friendly as it offers a more seamless method for people to share and to shop. Therefore, many brands use this function to build their online store on WeChat to achieve multiple purposes, including multiple-channel operation, digital upgrade, and better services for customers. Especially in 2020, more and more brands digitalized their business by developing their own Applets to offset the offline channels’ loss. According to Tencent’s official data, WeChat Mini Program achieved 800 billion yuan transaction in 2020, increasing by over 100% YoY, and its DAU exceeded 400 million. 2 The GMV of Applets of companies in the food and daily chemical industries increased by more than 500% YoY in 2020. 3
How should brands use WeChat Mini Programs to fuel business?
The most useful function of the WeChat Mini Program for brands is to build an e-commerce ecosystem. WeChat Mini Program has built a fundamental system for brands. Every brand can develop a full ecosystem covering e-commerce, live-streaming, transaction, online and offline integration based on this system. Compared with other e-commerce stores, such as Tmall stores and JD stores, WeChat Mini Program stores have a lower threshold and give brands more autonomy. Brands can customize store’s functions and have direct access to the store’s data. In the meantime, WeChat Applets can also benefit from WeChat’s strong traffic to boost sales.
WeChat Mini Program can also play an important role in private traffic operation. Through WeChat public accounts and WeChat groups, many brands can build their private domain traffic pool. Then by driving their private traffic to applets, brands can turn traffic into real sales.
WeChat Applets also have other functions, such as building a virtual marketing scene and developing brands’ digital game platform. For example, McDonald’s has a unique game mini program for consumers to play games and win coupons. Coca-Cola developed a mini-program vending machine to launch online lottery campaigns. These functions can impress consumers and drive drive conversions for the brands.
McDonald’s & Coca Cola’s applets
Applet’s 2021 plan
The mini program is a crucial project for the WeChat Group. In the latest WeChat Public Class (WeChat annual conference), the WeChat Group CEO announced their next move to to help WeChat scale another new height. In 2021, it will offer merchants more data and better data analysis tools, and decrease developing costs. This function will be connected with WeChat’s new vlog function to maximize benefits for brands. As an ace card of Tencent, the mini program is a perfect choice for brands that want to embark on a successful e-commerce business in China.
WeChat CEO on 2021 WeChat Public Class
If you have any more questions about how to develop WeChat Mini Program business, you are welcome to ask ChemLinked by sending emails to [email protected].
