As Chinese domestic businesses gradually begin resuming operations and production following the period of industrial standstill caused by COVID-19, the pandemic itself continues to spread and affect businesses overseas. During this period, growing online traffic and leveraging new opportunities and models for growth has become a key goal for businesses.
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On April 28, WeChat launched WeChat Retail Growth Plan and announced during the online event that WeChat would introduce specific measures aimed at supporting and facilitating the recovery and growth of the retail industry. These measures are meant to help global businesses and brands strengthen their understanding of WeChat’s tools and functions so they can efficiently leverage WeChat’s ecosystem to better resolve the challenges created by the pandemic.
Unlocking Functionality to Help Drive Retail
Offline traffic at brick and mortal retail stores has drastically declined due to COVID-19, forcing many retailers to proactively obtain online traffic. Aside from traditional e-commerce models, emerging trends such as livestreaming are also being employed for retail. In February, WeChat opened up WeChat Live for businesses, helping businesses to interact with customers and generate sales via Mini Program livestreaming.
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WeChat Live is not only simpler, but also bolsters interaction and conversion within the WeChat ecosystem. Users can watch the livestream while making purchases and communicating in real time.
While WeChat Live can help businesses grow online traffic and expand their reach, WeChat’s 1 on 1 Consultant can also assist retailers in tapping into existing user bases and managing fans, helping to drive traffic and sales through their large networks of social connections. Service staff can initiate direct conversation with followers of Official Accounts, offering personalized services and relevant information, while increasing repurchases.
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