English
Whale provided Mengniu with comprehensive optimization recommendations for its WeChat store, including system optimization, new feature development, and data analysis. By enhancing customer touchpoints to drive repeat purchases, Whale helped boost the brand's overall sales conversion rate.
Mengniu is a leading dairy producer in China and ranks among the top 10 global dairy companies. With a diverse portfolio of flagship product lines, Mengniu remains committed to innovation and R&D, striving to become the world’s most trusted nutrition and health food company.
-
Increase Follower Base
Grow the follower count on WeChat platform and boost registration of engaged consumers as members.
-
Improve Sales Conversion
Increase overall sales conversion rate on the WeChat platform.
-
Reduce Unfollow Rate
Effectively lower the high unfollow rate among WeChat followers.
-
System OptimizationEnhance system performance and introduce new features to increase followers and member registrations while reducing unfollow rate.
-
Touchpoint OptimizationOptimize touchpoints across e-commerce and WeChat platforms, identify high-frequency consumer interaction points, and leverage marketing automation and new features to drive repeat purchases.
As competition in the dairy industry intensifies, the need for comprehensive digital transformation has become increasingly urgent. As a dairy industry leader, Mengniu has been actively shifting mindsets across the business, continuously building and refining its digital capabilities.
Within Mengniu’s digital strategy, end-to-end data insight plays a critical role. The company views digitalization as essential for deepening consumer understanding—guiding R&D and new product development—while also improving overall operational efficiency.
Mengniu’s consumer digital platform architecture spans the application, service, and data layers. The entire framework is built around marketing engagement, covering business domains, e-commerce, and online marketing. However, system complexity has led to challenges such as scattered data and data silos, placing significant strain on the overall operational structure.
Key questions emerged:
How can Mengniu build effective big data analytics to improve the efficiency of its WeChat platform and inform business decisions and process optimization?
How can it leverage multi-dimensional data models and tags to gain holistic consumer insights?
These were critical issues Mengniu needed to resolve in its digital upgrade.
Whale delivered an integrated solution for Mengniu’s WeChat store, including:
- Personalized customization and system optimization to enhance traffic channels and attract followers
- Marketing mechanisms to increase user engagement and reduce unfollow rates
- System improvements and a membership points program to encourage followers to register with mobile numbers
- Consumer touchpoint optimization using a **churn prediction model** to analyze purchase data
- Cross-product analysis to generate relevant product bundle recommendations and drive repeat purchases
This digital marketing solution significantly boosted the operational effectiveness and sales conversion of Mengniu’s WeChat store.
Through this collaboration, Whale has greatly enhanced the efficiency of Mengniu’s digital marketing operations on WeChat—delivering substantial digital management and promotional value to the broader dairy industry.
