What WeChat Marketing Strategies Still Work in China after Covid?

WeChat Mini-Programs are gradually being overshadowed by interest-driven platforms like Rednote and Douyin, but the truth is that WeChat still plays a critical role in user retention, private-domain operations, loyalty, service, and conversion.

1. Build WeChat Groups to Strengthen VIP Customer Relationships

WeChat Groups are one of the most efficient tools for private-domain retention.

With a well-managed VIP group, brands can:

• Maintain consistent interaction with loyal customers

• Share exclusive product previews, early drops, and private discounts

• Collect instant, authentic feedback

• Encourage UGC and word-of-mouth referrals

• Reinforce brand trust and emotional bonding

Groups offer high engagement, high repurchase, and high responsiveness, making them especially effective for beauty, fashion, lifestyle, food & beverage, and home goods brands.

2. Use WeChat Mini-Programs for Offline Activation and Interactive Marketing

WeChat Mini-Programs have become a default digital tool for connecting online and offline consumer journeys in China.

Brands can use Mini-Programs for:

• Offline event registration and check-in

• QR-code ticketing and digital passes

• Onsite interactions (games, lucky draws, missions, etc.)

• Membership system and loyalty points

• Sampling programs and product surveys

• Online store integration and purchase conversion

For pop-ups, brand events, exhibitions, and offline retail, Mini-Programs significantly increase user participation and conversion.

3. Use WeChat Channels to Expand Content Reach

WeChat Channels is becoming one of the most important content gateways within the WeChat ecosystem.

Brands can:

• Publish short videos to showcase product usage and brand storytelling

• Conduct livestreams connected to Mini-Program stores

• Reach WeChat’s more mature, higher-income user base

• Build a stable, long-term content presence

Success on Channels comes from consistent posting. Once a content rhythm is established, brands often see strong fan growth and conversion performance.

4. Run WeChat Retargeting Ads During Peak Sales Seasons

WeChat Ads shine in retargeting because they are deeply integrated with the entire WeChat ecosystem—Official Accounts, Mini-Programs, WeChat Pay, and user behavior flows.

Brands can retarget:

• Users who visited a Mini-Program but didn’t purchase

• Official Account followers

• Users who viewed brand content

• Event participants who did not convert

• Former buyers who haven’t repurchased recently

During key shopping moments—Chinese New Year, Valentine’s Day, 6.18, Double 11, and product launch periods—retargeting ads significantly boost conversions and reactivation.

WeChat’s Value Hasn’t Disappeared—It Has Evolved

WeChat is no longer about viral traffic. Its strengths are now:

• Relationship building

• User retention

• Private-domain accumulation

• High-quality repurchase

• Customer service

• Seamless online–offline integration

In today’s China market, success is not about one-time transactions—it’s about building stable, long-term user assets. And WeChat remains the most powerful platform for that mission.