A version of this article first appeared on Azoya’s WeChat blog. Azoya helps global brands and retailers access the China e-commerce market through WeChat and other channels.

As we wrote last week, WeChat mini-programs are emerging as a key part of e-commerce branding strategies. They give retail brands an opportunity to set up an official brand e-commerce store without having to rely on Tmall/JD.com, and WeChat’s social nature makes it easier to share content and promotions, potentially lowering customer acquisition costs and avoiding the need to spend on low-ROI ads.

But to succeed with mini-programs brands have to incentivize customers to share by creating engaging content and promotions. Today, we’ll see how four brands we examined in a recent report have created highly customized mini-programs to do this.

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Ker Zheng

Ker Zheng is a marketing specialist at Azoya, a Shenzhen-based cross-border e-commerce enabler.