LIVESTREAMING ENHANCES THE WECHAT ECOSYSTEM
The launch of WeChat Mini Program’s livestreaming function opens up brands’ existing follower base and allows consumers to experience brands and products on a much deeper level. Compared to other livestreaming platforms, WeChat has many advantages: with enhanced capabilities of its digital ecosystem for brands to develop a "WeChat Mini Program economy" that upgrades the tools to capture private traffic. More importantly, WeChat livestreaming can be more effectively integrated with WeChat CRM to help brands communicate more directly with different consumer groups in the WeChat ecosystem. Using WeChat CRM, service Accounts, Mini Program and livestreaming, brands can establish a closed-loop marketing management model and effectively increase sales conversion rates.
WeChat Livestreaming Helps Brands Convert Traffic Into Sales More Effectively
Brands can achieve a complete marketing system that funnels to sales within the WeChat ecosystem. The WeChat subscription account and WeChat groups (private traffic) are used to build excitement and discussion, while feeding traffic for livestreaming events. During livestreams, the WeChat Mini Program can be integrated to assist the “see now, buy now” action, quickly converting engagement into sales.
The most important feature of WeChat livestreaming is that consumers prefer the value of the brands and products rather than the personal appeal and characteristics of livestreaming hosts. Compare Taobao and Douyin’s e-commerce livestreaming system, which is dominated by KOLs and celebrities, against WeChat’s livestreaming bias towards KOCs. WeChat allows brands to reach its followers through private traffic, which is not only a more cost-efficient way for brands to drive traffic, but also allows customers to build a more direct connection with the brand, not the KOLs.
Because brands don’t need to use KOLs to drive traffic to the WeChat livestream shows, front line sales people in the physical stores – who know the selling points of the products – can host the shows.
Brand salespeople are selling products on WeChat livestreaming.
New Feature, New Opportunities
WeChat opens more public traffic secondary entrances for livestreaming, completely activating the WeChat e-commerce matrix for brands. WeChat has deployed an interesting feature, allowing audiences to “look around” and find livestreams “nearby.” This is worth looking into for brands with large offline retail footprints.
With this new feature, a brand with many shops across China could activate local audiences in or near each of those locations by creating routine livestreams in those locations.
Localized livestreams offer further opportunities by being able to be much more specific in terms of local culture, activities, weather and more..
