This post was reposted by Jing Daily.
The concept of private traffic has generated much buzz amongst marketing circles in China over the past few months.
Private traffic, or private domain traffic, is traffic that comes from the brand’s own curated channels and tends to be more sticky. The most common example is setting up a 500+ person WeChat group for VIP customers of a particular brand. In such groups, brand employees and shop attendants can send updates regarding discounts, special promotions, gifts, raffles, and even virtual games that the brand is holding for loyal customers.
While in the West, brands use e-mail to keep in touch with their customers, in China, e-mail is less commonly used and brands needed to think of other ways to keep their customers engaged. As new customer acquisition costs through digital advertising and influencer marketing skyrocketed, brands began to turn to such private WeChat groups to better engage and retain their customers.
We take a look at Chinese skincare brand Chando and the way it combines WeChat marketing, livestreaming, and WeChat groups to create its own pool of private traffic.
WeChat Ads + Mini-Program + Livestreaming
Chando is a popular skincare brand that has existed in China for about 20 years. It launched an official WeChat mini-program in September of last year, in order to engage and sell directly to consumers.
Chando’s CEO Mr. Zheng (left) joins a live stream event
What Chando did was use ads to direct people to its WeChat account; sometimes it offered discounts or a trial of free samples to get customers excited. This year in particular, however, the company has used livestreaming to acquire customers. Read More at Jing Daily.