Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

Which brand has created the coolest mini-program on WeChat, and why?
你觉得哪个品牌推出了微信上最酷的小程序?

Ocheal Su
Account Manager / We Are Social

由于小程序制作成本不低,如果品牌的目的只是单纯的推广产品而不强调功能,那就意味着它的利用率不高。如果利用率不高,用户则毫无记忆点。
不必再排队三小时才能喝到的“喜茶”小程序大概是都市白领重复利用率最高的小程序之一;在疫情期间,各个地区的“健康宝”小程序在几乎全民都在使用微信的情况下,一键注册一键扫描,是人们出行的福音…总而言之,我认为小程序是否具备长期可利用的功能是衡量它的重要标准,而最酷的小程序是能够解决用户的实际需求,通过解决问题才能带给用户最实际的益处。

Given the quite high production cost of mini-programs, It'd be a waste of money if a brand merely aimed at product promotion without adding any more features that can engage the users on a deeper level.

HEYTEA's mini-program allows you to buy their drinks without waiting line (which famously has people standing line for hours). During the COVID-19 pandemic, the mini-program was utilized to do one-click registration and one-click scanning of Health Codes to help users where they can travel. All in all, I think whether a mini-program has long-term utilization is an essential indicator to measure itself while the coolest mini-program can address users’ actual demands. Only through solving problems can it bring real benefits to people.

Claire Ren
Senior Account Executive / We Are Social

泡泡抽盒机”是一款非常可爱并具有互动性的小程序。用“泡泡抽盒机”购买盲盒的过程几乎还原了购买盲盒的体验感。用户可以选择想要购买的箱子和盒子,“摇一摇”盒子(手机)还可以得到一些小提示。在有趣的互动之余,提供了非常方便省时的购买方式。

Popmart's Pumping Machine is a very cute and interactive mini-program. The process of buying blind boxes with "Popmart box Function" almost capture the same experience as buying blind boxes, the popular vending machines found in China. Users can choose the boxes they want to buy, and "shake" the boxes (by literally shake the mobile phone) and get some rewards. In addition to its fascinating interaction mechanics, it provides a very convenient and time-saving purchase method.

Ruby Wang
Senior Account Executive / We Are Social

Burberry推出全新冲浪竞技线上游戏“B Surf冲浪小精灵”,玩家可以选择自己的形象、冲浪板和TB夏季专属标识系列的服装,体验TB 夏季专属标识系列世界。同时也能与朋友在“TB”形的赛道上比拼,并支持多人远程联机。指定地区玩家将有机会赢得夏日惊喜奖品,奖品包括TB夏季专属标识渔夫帽和一块专属标识冲浪板。
 Burberry擅于在游戏中植入各种品牌产品,通过在游戏中不断出现的产品形象,加深消费者对于产品的视觉记忆,并通过闯关和奖品激励机制,延长游戏停留时间,刺激消费者的购物欲。

Burberry has launched a brand-new online surfing game called ‘B Surf’ that allows players to choose their profile pic, surfboard, and clothes with TB’s summer exclusive tag, for the chance to experiencing TB's exclusive summer world. Meantime, users can compete with each other in multiplayer on TB-shaped race tracks. The mini-program also has exciting prizes, including bucket hats and surfboards with TB summer exclusive patterns.

Burberry is brilliant at integrating their brands into games, which strengthen the brand perception with a constant display of products and keep the users invested through checkpoints and reward incentives.

Sylvia She
Senior Account Executive / We Are Social

在我的认知里小程序就是一个需要有很强实用性的工具,在做到能够真正便利用户使用的基础上再来一些包装,这才不会模糊小程序的重点。目前看到的我觉得做得好的小程序是“乐乐茶”,它比较像是一站式整合了功能和内容,包括但不限于点单、资讯获取、活动参与、周边购买等。在我看来是真正实现了小程序的方便,迅速精准地满足我们的各类需求。另外我特别欣赏的一点是他们在不断完善优化功能性的同时,视觉呈现也做得很吸引人。整体都流淌着抓人眼球的品牌风格,让我们很能够沉浸在它打造的氛围中,设计十分养眼、颜值很高,第一次看就印象深刻。通过这些也让我对这个品牌很有好感~

In my opinion, mini-programs need to be highly practical and convenient, without any distracting visuals or layout. I think Lele Tea's mini-program is very well done with one-platform integration of functions and content, including but not limited to ordering, information acquisition, activity participation, purchases, etc. In my opinion, it captures the essence of convenience that mini-programs should be about. Besides, I  appreciate that while they are constantly improving and optimizing the functions, their visual presentation is also very attractive and complete.

Regina Zhou
Account Executive / We Are Social

泡泡玛特”小程序是我个人感觉最酷的小程序,原因是功能齐全且设计上充满创意,弹幕功能、CRM系统、创意抽卡,其完整度不亚于一个开发完备的手机app。小程序作为微信私域流量的重要渠道,对品牌而言开发成本低、获客更容易、玩法多样化等优点,对用户来说,高效便捷的使用体验也会提升复用率。泡泡玛特的产品的社交性也契合了小程序的特点,分享、购买、SHOW OFF,玩法流畅且多样。

Personally, Popmart has the coolest mini-program because it is full of functions and creative design. The blast function, CRM system, and creative card drawing have the same quality as a well-developed mobile app. As an important channel of WeChat's ecosystem, mini-program has the advantages of relatively low development costs, easier access to customers, and a platform for diversified content for brands. The efficient and convenient user experience will also improve the reuse rate. Popmart's type of products also fits the characteristics of mini-programs; sharing, buying, showing off, and variety.