The Moodies – Use of WeChat
Best Use of WeChat – Retailer
Winner
CDFG – cdf-Member WeChat Mini-Program
Between August 2023 and July 2024, China Duty Free Group continued the development of its cdf-Member WeChat Mini-Program as part of its broader digital strategy. The platform was upgraded multiple times – from the integration of Sunrise Duty Free in August 2023 to the release of version 5.0 in October 2024.
The mini programme offered value-added services to over 30 million members in the campaign period, providing access to duty-free shopping and membership benefits. The centralised digital platform focused on people, bridging the gap between online and offline traffic.
It supported virtual purchases, exclusive discounts, live video broadcasts, customer service, brand pavilion and cloud exhibition halls. The programme was focused on expanding engagement beyond traditional duty-free shopping occasions, increasing frequency of member interactions through digital channels.
By July 2024, the programme surpassed 18 million members, with 300,000 daily active users. It facilitated duty-free shopping for nearly 200 million travellers across 200+ locations, including airports, inflight and border stores. Collaborations with companies such as The Estée Lauder Companies and Suntory Global Spirits strengthened brand engagement, positioning it as a key channel for digital consumer interactions in Chinese travel retail.
The WeChat Mini-Program highlights China Duty Free Group’s digital development and its comprehensive service capabilities
What the judges said:
“Great creativity was evident in the integration of features such as AR games, livestream shopping and the transition between online and offline services.” “The results were outstanding, showcasing the programme’s effectiveness. The data-driven approach to personalising experiences helped drive engagement and conversion.”
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com