Multi-path acquisition. We designed 4 entry paths to drive WeChat mini-program registration: 1) QR scan at store, 2) live-stream coupon via Douyin, 3) embedded link from influencer posts, and 4) one-click entry from loyalty emails. This increased membership registration rate by over 30%. See our Market Strategy Services for unique tactics.

CRM integration across platforms. All acquisition flows (Douyin, Xiaohongshu, offline QR, and referral codes) were piped into a unified CRM middle-layer. The CRM assigned tags by source + interest and enabled second-touch automation in WeChat, including time-triggered content and purchase reminders.

Gamified loyalty with PBL design. We built a gamification system inside the mini-program, combining Points, Badges and Levels (PBL). Users completed interactive missions (daily login, baby milestone sharing, referral) to earn growth points, unlock badges, and move up loyalty tiers.

Referral engine. Members were incentivised to invite friends via share-to-unlock campaigns, gifting starter kits and growth point bonuses. High-converting flows included: “invite 2 friends for baby measuring tape” and “milk stage quiz → share result to unlock personalised coupon”.

Churn recovery flows. We monitored transitions between milk stages (Stage 3→4 drop-off being most common). Targeted nudges were deployed around known churn points to retain lapsed buyers and upsell to Stage 5/6 and school-age SKUs.

CLTV expansion via adjacent categories. We pushed campaigns to upsell high-value items like “mother formula” and “student milk powder”, directly increasing household AOV. Key mechanic: educate mum → issue targeted coupon → track repeat buy.

Retail bridge: trial-to-purchase. CRM captured offline trial data (sample scans, class sign-ups) and linked them to actual online conversions. Precision sample targeting helped turn first-time users into long-term buyers, especially for Stage 1–2.

Mother education activation. We organised both online and offline “Mom Academy” events, covering nutrition, sleep, and baby gut health. Sign-ups were tracked, followed by automated retargeting in WeChat with relevant product lines.

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