Brand-Owned Commerce
For consumer brands moving from channel sales toward direct, continuous member operations.
Business Context
Sales rely on third-party platforms and offline channels. Identity, content touchpoints and purchase history are fragmented, preventing a continuous customer relationship.
Key Constraints
The existing ERP must remain the source for products and inventory while WeChat supports content, transactions, benefits and store services.
Solution
Use a mini-program storefront with unified membership, content-led products, points, coupons and order service, integrated with ERP and store inventory.
Validation
Track authorised members, browse-to-pay journeys, benefit usage, fulfilment, repeat-purchase cohorts and operating time.
Phase-One Scope
- Mini-program store
- Products and content
- Member tiers
- Points and benefits
- Campaigns
- Orders and after-sales
- ERP inventory integration