2024奢侈品行业微信指数报告

1.OVERVIEW2.WECHAT LUXURY INDEX3.BRAND PROTECTION4.BRAND BUILDING5.RECRUITMENT6.WELCOME JOURNEY7.ACTIVATION8.COMMERCE9.CRM3813203036425160 As WeChat continues to evolve, the role of this platform in brand marketing isalso undergoing constant transformation. In the WeChat Luxury Index 2024report, we explore how luxury and premium brands are leveraging variousWeChat features to meet diverse marketing objectives and engage withconsumers across different stages of the purchase journey. C H A P T E R1 Overview. FOREWORDMETHODOLOGYWECHAT FUNCTIONSTHEEVOLVING ROLE OF WECHAT1.11.21.31.4 Foreword. In 2018, WeChat surpassed one billion monthlyactive users (MAU), with 45 billion messages sentevery day. By then, WeChat had already cementedits position as China’s most important social platform.Yet, this was just the beginning. With the rollout ofMini Programsand the increasing ubiquity ofWeChatPayacross everyday life, WeChat began to shape aneven greater vision—transforming itself into an all-encompassing super appinChina. behaviours have evolved, and WeChat itself hasgone through multiple iterations. For brands, digitalassets on WeChat are no longer limited toOfficialAccounts—Mini Programs,WeCom, Channels,andSearchnow play pivotal roles throughout theconsumer journey. In this year’s WeChat Luxury Index, we analysedover 150 luxury and premium brands’ full WeChatecosystems to highlight how they leverage thediverse functionalities of the platform, to meetdistinct marketing and commerce objectives. Withthese insights, we aim to help brands adjust boththeir short-term tactics and their long-term digitalstrategies to better support their ambition in thecritical Chinese market. That same year, DLG launched theWeChat LuxuryIndex, a pioneering series of reports designed toaddress a gap in luxury brand marketing. By focusingon recruitment, retention, and optimisation, the Indexprovided brands with actionable metrics toobjectively evaluate their performance within theWeChat ecosystem. PABLO MAURON. Managing Partner & Board MemberDLG (Digital Luxury Group) Now, six years later, the role of WeChat in brandstrategy has undergone a fundamentaltransformation. Chinese consumers’ digital Methodology. Brand Pool Study Scope 153Brands* Fashion49% ChannelsWeCom Watches &Jewellery 35% SearchMedia Buy WeChat Functions. TheEvolving Role Of WeChat. To better benchmark brand performance within the industry and theircompetitive set, this year, we evaluated153luxury and premium brands'presence and offerings within the WeChat ecosystem across seven stages of theonline consumer journey. C H A P T E R2 WeChat Luxury Index. METHODOLOGYCATEGORY OVERVIEWWECHAT LUXURY INDEXGET THE BRAND REPORT2.12.22.32.4 Methodology. Category Overview. WeChat Luxury Index. Getthe BrandReport. If you would like to receive your brand's detailedWeChat Luxury Index score, along with acomprehensive diagnosis of your WeChatbusiness—including insights into your challengesand strategic recommendations—please feel freeto reach out to us for a tailored brand report. Pricing available upon request. Contact Us Alexander WeiResearch Directoralexanderwei@digital-luxury.com Lily ZhouBusiness Development Managerlilyzhou@digital-luxury.com WeChat is an open platform, meaning that any type of content,OfficialAccounts, Channels, andMini Programscreated by organisations or individualscan potentially infringe on brand rights. Whether or not a brand has an officialpresence on WeChat, it is crucial to proactively protect the brand on theplatform to safeguard consumer rights, prevent unnecessary losses, andmaintain its brand image. C H A P T E R3 Brand Protection. GOLDEN RULESFOCUS POINT–BRAND PROTECTION PLATFORMFOCUS POINT–VERIFICATIONFOCUS POINT–SEARCHA STEP FURTHER–BRAND ZONEGAPS TO FILL & RECOMMENDATIONS3.13.23.33.43.53.6 Golden Rules. 189K+infringement leads from chats andMomentsreported in 2023* Brands can access, submit and review infringement leads throughWeixinBrandProtection Platform (BPP) for personal accounts (chats andMoments),Channels,Official Accounts,andMini Programs. One-stopSolution Identification &Action 2/3of leads reviewed by brands* ThroughWeixinBrand Protection Platform, brand owners can assess whether alead involves infringing activities and take action against the related account. +30 industriescovered in theWeixinBrandProtection PlatformMembership programme* KeywordInterception Brands can integrate withWeixinBrand Protection keyword programme toproactively intercept unauthorised content or activities. Three equities for verification:•Official Account•Channels•E-commerce (EC)Mini Program In addition to protecting intellectual property throughWeixinBrand ProtectionPlatform, brands should also certify their existing equities to ensure consumerscan identify and interact with official brand accounts. Verification Brand Protection Platform. Focus Point WeixinBrand Protection Platform provides tools and solutions to min