1、WeChat Luxury Index 2024.Table of Contents1.OVERVIEW2.WECHAT LUXURY INDEX3.BRAND PROTECTION4.BRAND BUILDING5.RECRUITMENT6.WELCOME JOURNEY7.ACTIVATION8.COMMERCE9.CRM23813203036425160C H A P T E R 13Overview.FOREWORDMETHODOLOGYWECHAT FUNCTIONSTHE EVOLVING ROLE OF WECHAT1.11.21.31.4As WeChat continues

2、to evolve,the role of this platform in brand marketing is also undergoing constant transformation.In the WeChat Luxury Index 2024 report,we explore how luxury and premium brands are leveraging various WeChat features to meet diverse marketing objectives and engage with consumers across different sta

3、ges of the purchase journey.Wechat Luxury Index 2024.PABLO MAURON.Managing Partner&Board MemberDLG(Digital Luxury Group)Foreword.In 2018,WeChat surpassed one billion monthly active users(MAU),with 45 billion messages sent every day.By then,WeChat had already cemented its position as Chinas most impo

4、rtant social platform.Yet,this was just the beginning.With the rollout of Mini Programs and the increasing ubiquity of WeChat Pay across everyday life,WeChat began to shape aneven greater visiontransforming itself into an all-encompassing super app in China.That same year,DLG launched the WeChat Lux

5、ury Index,a pioneering series of reports designed to address a gap in luxury brand marketing.By focusing on recruitment,retention,and optimisation,the Index provided brands with actionable metrics to objectively evaluate their performance within theWeChat ecosystem.Now,six years later,the role of We

6、Chat in brand strategy has undergone a fundamental transformation.Chinese consumers digitalbehaviours have evolved,and WeChat itself has gone through multiple iterations.For brands,digital assets on WeChat are no longer limited to Official AccountsMini Programs,WeCom,Channels,and Search now play piv