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The mini-website is divided in two-levels menus, which can serve a series of marketing objectives. Take Elise, for instance. Follow Drew on his WeChat Official Account: DrewOfficial.
The close knit operation reflects in the homely dining space that seats about 75 diners. The platform enhances social interaction by supporting exchanging of text, voice and video, stickers, and photos with their friends over data networks or under Wi-Fi environments.  Air conditioned for comfort, bright but soft lights and minimal décor keeps the focus on the food and rightfully so.
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This offers a real opportunity for companies to develop brand loyalty in the most innovative ways. Followers had to select their gender and star sign before answering to the eight-question survey about kisses and receive the results. At the end of the survey, participants also received lipstick recommendations that were shareable on their WeChat Moments. Through its WeChat official account, the company invites Chinese users to interact with the exhibition and learn more on its history in the form of a treasure hunt. GAMIFICATION: KATE SPADE LANTERN GAME TO CONNECT WITH FOLLOWERS The American Fashion House Kate Spade has taken advantage of the gamification and launched a sky lantern-flying game on WeChat to celebrate the Mid-Autumn Festival in China last year. The game aims at connecting followers to the brand and developing brand awareness. It allowed followers to choose the lantern colour, write wishes and greetings on it and release it to the sky. Users could invite friends via QR code scanning to fly the same lantern as well. On top of that, the company was also offering a chance to the participants to win gifts from Kate Spade. VIRAL SHARING: COACH RED ENVELOPES Mass viral sharing is the key to social marketing on microblogging platforms. Since 2014, many luxury brands focused Chinese culture to encourage one-to-one sharing between close family and friends. The American leather goods brand Coach launched its own WeChat fashion promotion through a red envelope game in which users could send special offers to friends and family. They can check their points balance and benefits, as well as update their personal details to not miss out on special offers and the latest news, and all this without leaving the app. This helps to drive fans to the corporate WeChat account of Sephora and give them reasons to go back frequently to check for the new things. FULL WECHAT FASHION MINI-WEBSITE: THE CHANEL BRAND EXPERIENCE WeChat enables more than the basic interaction via chat quizzes, sharing, stickers as it offers brands a complete brand experience with the possibility to develop a full mini-website. The mini-website is divided in two-levels menus, which can serve a series of marketing objectives. It has many features including the latest news, the history of the brand, new products, make-up tips, etc. The locator feature is only available when the user has accepted to share its location. Then, the brand replies with the closest stores to the current location of the user. Besides, WeChat LBS Location-based service is one of the most practical functions for retailers. It also allows chain stores to push automatically messages such as latest promotions to followers close to a store. Storeowners can therefore upload products, manage orders, and take care of customer relationship. This function enhances the user experience and increases significantly the sales conversion rate. WeChat fashion shops can be developed into your WeChat micro-APP or set-up on third party services like Weidian the WeChat equivalent of Amazon or Taobao. CUSTOMER ASSISTANCE: LOUIS VUITTON MOBILE CUSTOMER CARE The WeChat official account admin platform provides companies with a Message API to manage incoming messages and reply logic. Louis Vuitton is using this feature to provide customer assistance. Thanks for following Louis Vuitton official channel. We are here daily, 10:00 to 19:30, to answer your questions, explore Louis Vuitton and embark on a wonderful journey! Fashion label Michael Kors developped an app on WeChat for the opening of its flagship store in Shanghai on 2014, May 9. The primary goal was to allow fans to experience the entire Michael Jors Jet Set Experience via live images and interactive news feed, which made the opening accessible to all. This was the first-ever live-feed app on WeChat.
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