Most brands have struggled to leverage existing offline and online channels to direct traffic to Mini-Programs. Next, brands need to consider how to drive traffic to Mini-Programs. In all of these examples, brands made an intuitive connection between the current online or offline customer experience and WeChat. Users enter the Mini-Program to select and customise photo stickers, which they can add to their existing photos and share to their WeChat Moments. Gucci used a Mini-Program to create user-generated content. Rather than directing users to its official website or a third-party mapping services, Longchamp housed a store locator in a Mini-Program. Longchamp used a Mini-Program to reshape the store location experience. ![]() Customers use the Mini-Program to review their in-store experience, apply for after-sales service and receive future in-store offers. Michael Kors used a Mini-Program to introduce an improved after-sale customer service experience. Here are three examples of good practice: Brands need to deconstruct and interrogate the online and offline customer experience to ascertain where WeChat can and can’t play a role. So where can WeChat Mini-Programs be deployed, and how can their effectiveness be maximised?īrands would be wise to first consider what elements of the brands’ online and offline ecosystems can be optimised through WeChat. On that estimation, there’s still a way to go for Mini-Programs to become as widely-used as WeChat’s chat, video and payment functions. I’d estimate that these third-party Mini-Programs account for 70% to 80% of Mini-Program traffic. The 170 million monthly user figure is also a little deceptive, because it takes into account third-party Mini-Programs that are accessed through WeChat Pay. ![]() 170 million monthly users is less than a fifth of WeChat’s 960 million monthly users across Chinese and international versions. Take another squiz at Mini-Programs’ monthly users. Looks pretty impressive, right? It is, but there’s a slight catch. Mini-Programs across retail, e-commerce, mobile gaming and government services Hu Renjie, Program Director, announced the following key figures: ![]() In January this year, Tencent marked Mini-Programs’ one-year anniversary. They run seamlessly on both iOS and Android devices, and don’t require additional memory to use. You can use an application under 10 megabytes to order a taxi, have take-out delivered to your door, rent a sharebike and watch your favourite vlogger’s livestream.įor this reason, Mini-Programs represent a significant innovation. It may sound small, but applications smaller than 10 megabytes can achieve a lot. This removes the need to download and install an app from Apple’s App Store or Google Play. They exist in Tencent’s WeChat ecosystem, and allow applications smaller than 10 megabytes to run instantly in WeChat. WeChat Mini-Programs are best described as ‘mini-apps’. Instead, it’s played through a WeChat Mini-Program. Unlike the majority of mobile games, Jump, Jump isn’t played through a mobile app. This feat quickly crowned Jump Jump as China’s most popular mobile game. Not too long after New Year festivities ended, 跳一跳 (Jump, Jump), a mobile game by Tencent, attracted 400 million players in three days.
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