Double 11 Battle Ignites, Weimob Empowers Businesses to Break Through and Grow with "AI+ Omni-channel"

According to the Zhongtong Finance APP, the 15th Double 11 battle has begun in full swing. Compared to previous years, AI has become one of the hot keywords for major platforms this year. In order to help brand merchants with their Double 11 promotions, major platforms have successively launched AI products, such as Taobao's AI application "Taobao Wenwen" and Tencent's mixed-element AI model to improve marketing efficiency.

In order to allow more merchants to enjoy the benefits of AI technology in their preparations for Double 11 marketing, leading domestic SaaS company Weimob Group (02013) recently announced a significant enhancement to its first "SaaS+AI" large-scale model application product WAI, just before Double 11. By creating content and marketing posters for the entire scene in batches, WAI helps merchants increase their marketing production efficiency by more than 50%, and further reduces costs and improves efficiency for merchants during the big promotion. At the same time, based on Weimob's omni-channel marketing capabilities, it helps merchants achieve comprehensive marketing on platforms such as Douyin live streaming, Xiaohongshu, WeChat, and Kuaishou, enabling brand merchants to achieve breakthrough growth in their Double 11 marketing.

AI empowers marketing content creation with an efficiency increase of over 50%

Data shows that in 2022, the scale of China's advertising industry will grow to 485.4 billion yuan, with e-commerce application material exposure accounting for 19.8%. The domestic e-commerce market is becoming saturated and the growth rate is slowing down. Many merchants are trying to increase their marketing efforts to ensure normal customer acquisition and retention on their e-commerce platforms. Therefore, the application of AI in e-commerce marketing is becoming more widespread and is rapidly becoming an important tool for e-commerce marketing.

Especially during the upcoming Double 11 period, there will be frequent new advertisements and fast iteration of content materials. Brand merchants often face challenges such as high production costs and high creative thresholds. It requires a lot of time and manpower, and a single marketing scenario can no longer meet the needs of brand marketing. Therefore, the emergence of AI-generated product copy and posters can bring great convenience to merchants, allowing them to focus more on product promotion and sales strategies, and improve competitiveness and profitability.

Multi-channel integration is an important part of Weimob WAI's empowerment of brand omni-channel marketing. In terms of merchant copywriting creativity for this Double 11, Weimob WAI has significantly expanded its AI content "reserve library", achieving an efficiency increase of over 50% in content creation, and helping companies quickly produce creative advertising materials. It is reported that Weimob WAI has specially launched the "multi-channel promotion copywriting" function. Merchants only need to select the products they want to promote in the Weimob e-commerce mini-program, input the requirements for the big promotion theme, and they can complete marketing content for multiple promotion channels such as Moments, social groups, short videos, live streaming, Xiaohongshu, and WeChat official accounts in just one minute, providing enterprises with a large number of reference materials, improving the operational efficiency of enterprise-wide content marketing, and achieving efficient customer acquisition and user retention.

In addition, to meet the needs of merchants for designing multiple marketing posters during Double 11, Weimob WAI has launched the "batch image creation" function. WAI has designed different styles for different characteristics of product posters in different industries for merchants to choose from. Merchants only need to upload product images, select the desired image style and quantity, and WAI can quickly generate a large number of poster images, improving the efficiency of creative work for merchants and saving a lot of design costs. Currently, WAI by Weimob generates an average of 2-3 pieces of AI marketing content for businesses, of which 1 can be directly used by the businesses. It has helped large retailers such as Red Bean Home, Metersbonwe, and Anta achieve significant cost reduction and efficiency improvement in intelligent marketing. The reason why brand businesses choose Weimob WAI as their "killer tool" for improving operations is because they recognize Weimob's deep integration of AI technology with SaaS products and digital marketing services. In May of this year, Weimob released the industry's first large-scale application product "WAI". Subsequently, a series of upgrades and iterations around the WAI product were continuously updated. Currently, WAI has been iterated to version 2.0 and has been integrated with the group's SaaS products and services, including WeChat Mini Program, Enterprise WeChat Assistant, and OneCRM.

Since the launch of Weimob WAI, it has helped many businesses improve operational efficiency. Taking Anta as an example, in early July of this year, Anta improved its online operational efficiency by integrating Weimob WAI and using AIGC technology. It has generated nearly 140 pieces of graphic and text content, which have been applied to product launches, WeChat Moments marketing, public domain seeding, community operations, short videos, and other scenarios. It is reported that the AI algorithm of WAI has helped Anta solve about 70% of the problems in generating promotional copy for communities and WeChat Moments, allowing operators to focus more on more valuable work. At the same time, the WAI function has also played an important role in generating product titles and descriptions, helping Anta reduce content production costs and time costs, and improve operational efficiency.

Preparing for Double 11 across all channels  and betting on the video platform for overtaking

Looking at the preparations of various platforms for Double 11, interconnection has become a keyword. Alibaba and Tencent, led by Taobao, have taken a big step in interconnection. Recently, Alibaba's Alimama UD and Tencent Advertising announced the deepest cooperation ever. Interconnection has become the trend among internet platforms, not only between Alibaba and Tencent. It is reported that Bilibili announced a joint promotion traffic discount policy with Taobao Alliance's "Star Mission" to help achieve the entire process from seeding to placing orders. JD Alliance also announced a reduction in the threshold for merchants to participate in off-site marketing on platforms such as Xiaohongshu and Bilibili, and simplified the cooperation process. It launched an "influencer seeding" effect data analysis function to help merchants optimize marketing plans.

As we all know, traffic has become particularly important as the "gateway" to major promotions. Especially in the era of intensified competition for existing users as internet traffic dividends gradually decline. Behind the "direct access" to traffic on major internet platforms is the goal of acquiring new users and new traffic, making the user experience more convenient and enhancing the ability to attract traffic.

As a service provider that provides digital infrastructure capabilities for enterprises' overall operations, Weimob has always been at the forefront of multi-channel layout. It maintains deep cooperation with top-tier service providers such as Tencent Advertising, as well as high-quality media platforms both domestically and internationally, including Xiaohongshu, Douyin, Kuaishou, Apple, Google, Meta, TikTok, and Twitter. According to Weimob, as Double 11 approaches, many brand businesses choose Weimob's advantage in multi-channel layout to obtain more traffic for their brands, and some brands even increase their budgets by 20%-30%. Among them, Tencent Advertising, Kuaishou, and Xiaohongshu have become key platforms for brand advertisers.

On the other hand, live streaming rooms are currently one of the important battlegrounds for major promotions and are also receiving attention from brand advertisers. Fe Mengya, Assistant General Manager of the Brand Growth Center of Weimob Group, said that from the perspective of major brands' preparations, more and more businesses are betting on live streaming for the Double 11 promotion, hoping to overtake their competitors during the big promotion. Among them, video live streaming has become the best scene for enterprises to promote their products.

Fe Mengya said that Tencent has also provided many corresponding investment policies and support during the Double 11 period, such as commission reduction, exposure of Double 11 positions, and additional incentive policies, which are very suitable for brand advertisers to conduct self-broadcasting. Secondly, for some businesses, leveraging the traffic support during the Double 11 promotion and the user traffic and sales ability of KOLs in the video platform can better enhance the exposure of brand products and achieve effective GMV growth.

As the official operation service provider of video live streaming, Weimob currently covers two major scenarios: self-broadcasting by businesses and distribution by KOLs, providing one-stop solutions for brand promotion, global e-commerce, KOL matching, and operation support. Fe Mengya said that during the Double 11 promotion, Weimob will leverage its advantages in terms of visual design, copywriting, live streaming traffic entrance, and KOL short video promotion to help businesses choose marketing strategies that match their strengths and assist them in benefiting from the big promotion in multiple dimensions. Currently, brands such as Belle, 361°, Reebok, and Fuerjia have all made early layouts in video live streaming through Weimob.

Weimob has helped many brands achieve growth on the video platform. As of the first half of 2023, Weimob has supported over 32,000 live streaming sessions for businesses, with a YoY growth of 50.5% in GMV for Weimob's video platform merchants, a YoY growth of 47.6% in the number of merchants on the video platform, a 9.27-fold YoY growth in GMV for KOLs' live streaming sales, and individual sessions with GMV exceeding 10 million.

Expanding the Ecosystem: Weimob Breaks Through the Barriers of Digital Omni-channel Operations

Integrating various channels and converting traffic into customer retention is a major challenge that companies urgently need to address. With the deepening of digital transformation, companies no longer need only a single digital service or solution, but an integrated digital solution that covers front-end traffic acquisition to back-end refined operations.

As a service provider that offers digital infrastructure capabilities for companies' omni-channel operations, Weimob has always adhered to an "ecosystem" strategy and integrated high-quality resources from multiple channels based on years of marketing and operational experience. In addition to deepening cooperation with Tencent Advertising, Weimob is expanding its traffic ecosystem to partners such as Kuaishou, Xiaohongshu, and Alipay, continuously exploring more traffic channels.

It is worth mentioning that just before the big promotion, Weimob has been strengthening its capabilities in refined operations across all channels. It has successively integrated with Douyin's group buying feature, reached a cooperation with Alipay's digital promotion platform, and deepened its regional layout in Kuaishou's magnetic engine, helping businesses bridge online and offline scenarios and further empower them to capture and operate public domain traffic. On the other hand, leveraging its CRM and SaaS technology advantages, Weimob has accumulated massive user data to support the operation of platforms such as WeChat, Mini Programs, and Xiaohongshu, and has built the TSO full-chain intelligent growth solution. With the help of a series of digital models and tools such as the global social media data analysis platform, CDP data center, influencer marketing, monitoring tools, and Tencent Magic Cube, Weimob helps enterprises deeply explore data and improve the conversion of full-chain marketing.

Take the local catering brand "Yingfa Xiaoyuan" as an example. The merchant lacks practical experience in online marketing and finds it difficult to break through the local traffic bottleneck. In this context, Weimob Marketing helps the merchant quickly build a Douyin store account from 0 to 1. By analyzing data and understanding the potential customer profiles, the merchant formulates group-buying product operations, and promotes cost-effective barbecue group-buying packages, opening up a window for precise customer flow. In a short period of time, it quickly gained a large number of customers and jumped to the top three in the local barbecue collection list.

Similarly, on the Kuaishou platform, DQ partnered with Weimob Marketing to provide one-stop services such as group-buying construction, product operations, and advertising promotion. They selected several representative flow products offline, such as "Waffle Bowl," "Popular 5-Ball Ice Cream Cone," and "Ice Cream Cake," as the online traffic-driving products. These products eventually converted into orders from different stores in various provinces and cities, completed verification, and achieved a closed loop of online and offline marketing. Through continuous advertising and traffic generation, DQ's Kuaishou live streaming room continuously attracts customers, achieving an advertising ROI of 1.9, far exceeding the industry average.

It is precisely under the layout of comprehensive traffic that data shows that in the first half of 2023, Tencent's advertising consumption increased by 98% YoY, Xiaohongshu's advertising consumption increased by 232% YoY, and Kuaishou's advertising consumption increased by 412% YoY, helping merchants further break through channel barriers and achieve omni-channel operations.

With its professional capabilities in comprehensive operations, Weimob has continuously gained recognition in the industry. For example, Weimob was recently awarded the "Annual Special Contribution Partner of the Smart Retail Thousand Domain Plan," "Excellent Partner in Comprehensive Operations," and "Pioneer in Operational Capability." At the same time, by deeply integrating AI technology with SaaS products and digital marketing services, Weimob has also been included in the Hang Seng AI and Media Index, and its development potential has been favored by securities firms. CITIC Securities also stated that with the advancement of its ecological strategy, Weimob Group's commercialization of AI may drive the valuation of its SaaS business. At the same time, due to the obvious recovery of indicators such as gross revenue from advertising business, rebate difference, and net profit margin, Weimob's advertising business is expected to perform well.