Tencent held the WeCom 2020 annual conference last month. Focusing not only on the internal administration inside a company, but also on the symbiosis between enterprises and consumers, partners, suppliers and peers all around the industry, the potential of WeCom in helping companies to transform from isolated islands to connected parts of the value chain is now emerging.

Let’s have an overview about how brands can keep pace with the digital era supported by WeCom.

 

  • WeCom Key Figures
  • Latest Updates of Existing Features
  • WeCom Overall APIs overview
  • What is New on WeCom and Chow Tai Fook Case Study
  • WeCom Case Study A to Z : How a 1 star Michelin restaurant leveraged WeCom to generate 3,000 RMB extra revenue each day?

 

1. WeCom Key Figures

According to LIN Li, Project Manager of WeCom, 80% of Chinese Fortune 500 companies covering 50+ industries have set up WeCom with over 4.76 million of systems, internal and external, use WeCom for operations.

 

Bridged to Wechat, customers served through WeCom have reached 400 million, with 5.5 million of enterprises and organizations & 130 million of active users using WeCom. 

 

Coverage of WeCom in Top 10 Enterprises in Key Industries

2. Latest Updates of Existing Features

“The nearer you are to your customer, the nearer you are to the increase of your business.”

 

The following features have been upgraded for better focus on customers.

 

  1. Customer Group Up to 500 People
  2. Hongbao for Private and Group Conversation
  3. Handing over of projects and customers
  4. Upgrade for Customer Group Management

 

Feature for Customer Group Management

Benefited from WeCom, the new retailing and services have a combination of online and offline. Customers of stores are added through WeCom, services are delivered through DM, Customer Group and Customer Moments. 

 

3.What Is New on WeCom

and Chow Tai Fook Case Study

Last year, 150 new APIs were added to Wecom. Reaching 540 in total, every enterprise can have customized external-services solutions based on these APIs. This gives even more potential to this marvelous app. 

 

These new features includes

  • Enterprise Tag Library Management Interface, for better customer management and operation.
  • Customer Group Interface, for more efficient customer management applications development.

This interface includes getting the list of customer groups, group change callbacks, assigning departing members to customer groups, etc.

  • External Collection Supporting Interface,  for obtaining all the collection records of the enterprise and adding multiple collection accounts.
  • Enterprise Interconnection Interface, developers can use the interface to develop applications for common use by interconnected enterprises
Multidimensional Customer Tagging

Cloud-Commerce 365, the Chow Tai Fook system developed based on the frame of WeCom, connects the customers with the sales personally for providing personal recommendations according to the customer data and tags from the CRM system. Branding stories and coupons are also sent to the customer via the system to encourage them to visit stores.

 

Repurchase Rate Increased from 20% to 50% for Chow Tai Fook Members

With the help of WeCom and purposeful recommendation, the hottest series of Chow Tai Fook products increased by 213% and the brand enjoyed an increased repurchase rate of 50% even under the strike of COVID-19 pandemic and lock-down in 2020.

4. WeCom Overall APIs overview

There are also many APIs improved such as clocking in, requesting for approval, online reporting, online documentation, Weipan drive, video meeting and live streaming, so they can be directly used for development.

 

We have categorized and listed all APIs from WeCom as you can see in the screenshots below categorized in 3 pillars:

5.    WeCom Case Study A to Z

How a 1 star Michelin restaurant leveraged WeCom to generate 3,000 RMB extra revenue each day?

Haimenyuzai, recommended by Michelin book, has a 12 years history of expanding its Cantonese cuisine restaurant business.

The IP-Small Fish Pool

Haimenyuzai collaborates with its customers to build up its unique intellectual property, “small fish pool” (小鱼塘),The restaurant uses this IP to spread the culture of Chaozhou food. This IP later developed into other businesses, such as online food sales for the semi-finished product. Such an IP-based business model could further generate considerable revenue through digital platforms that break the restaurant’s boundary of physical existence.

 

Let’s see how it largely deployed digitalization into its strategy transformation.

 

Haimenyuzai uses the traditional way of promotion to convert offline customers into online traffic. Customers could scan the QR code to add the personal customer service account and the customer group, which is managed through WeCom.

Haimenwuzai found out that most of their customers are not interested in opening the group chat, which disrupts the restaurant and the clients’ communication. To leverage the overall communication performance, Haimenwuzai started to categorize their customer mostly based on the amount of their consumption.

Through group messaging, promotion messages are sent to the customers with the entrance of the Mini-Program of the restaurant, customers can then claim the coupon and make the deal inside the Mini-Program.

 

They produced a clear hierarchy among their customers and specified the content in different groups to meet their needs. This strategy achieved 300 new clients on WeCom each day and 3,000 RMB extra revenue each day.