Customer Engagement Strategies from China that Work

Customer engagement is about creating meaningful interactions with your audience at every touchpoint. It’s not just about solving problems—it’s about understanding your customers’ needs, preferences, and aspirations to provide them with exceptional brand experiences. By implementing effective customer engagement strategies, businesses can build trust, foster loyalty, and drive growth.

China, as a global leader in e-commerce and digital innovation, offers some of the most compelling examples of successful customer engagement strategies. Chinese companies excel in integrating cutting-edge technologies like artificial intelligence (AI) and live-streaming platforms to create immersive, personalized experiences. This is reflected in the explosive growth of China’s live-streaming e-commerce market, which surged from 420 billion yuan in 2019 to nearly five trillion yuan in 2023—and is projected to reach a staggering 8.16 trillion yuan by 2026.

Digital platforms such as WeChat and Xiaohongshu (Little Red Book) demonstrate the power of China’s engagement tactics. With over 689 million daily users on WeChat mini-programs and more than 300 million registered users on Xiaohongshu, these platforms showcase how businesses can harness technology to engage with millions of customers effectively. These strategies provide valuable insights that can be adapted to other markets worldwide.Let’s dive into some of the most effective customer engagement strategies from China, and explore how they can inspire businesses globally.

What is Customer Engagement Strategies?

Customer engagement strategies are the deliberate actions and approaches that businesses use to build and maintain meaningful relationships with their customers. These strategies focus on fostering interaction, trust, and loyalty by addressing customer needs, preferences, and behaviors. Successful customer engagement goes beyond merely providing products or services—it emphasizes creating positive and memorable experiences across every touchpoint. Whether through personalized communication, immersive digital experiences, or timely support, the goal is to ensure customers feel valued and connected to the brand.

At their core, effective customer engagement strategies rely on understanding customers on a deeper level. This involves leveraging data to gain insights into their habits, challenges, and desires, enabling businesses to offer tailored solutions. For instance, a company might use AI to analyze purchasing patterns and recommend relevant products or provide proactive customer support through chatbots. This focus on personalization ensures customers are met with experiences that resonate with them, driving satisfaction and long-term loyalty.

These strategies are essential in today’s competitive marketplace because they directly influence customer retention and advocacy. Engaged customers are more likely to remain loyal to a brand and recommend it to others. For example, businesses that use social media to create interactive campaigns or foster online communities often see stronger brand loyalty. By building trust and rapport, companies not only retain existing customers but also attract new ones through word-of-mouth and positive reviews.

Ultimately, customer engagement strategies are about creating a two-way relationship where customers feel heard, appreciated, and involved. By consistently delivering value and fostering connections, businesses can transform one-time buyers into lifelong advocates. This approach doesn’t just benefit customers; it also drives sustainable growth and competitive advantage for companies, making engagement strategies a cornerstone of modern business success.

Customer Engagement Strategies #1: Livestream Shopping

Livestream shopping is no longer just a trend in China—it has become a core element of customer engagement strategies for brands operating in the world’s largest e-commerce market. Platforms like Taobao Live, Douyin, and Kuaishou dominate the live commerce industry, driving sales and creating meaningful customer interactions in real time.

Livestreaming enables brands to connect directly with their audience, showcase products in detail, and build trust through authentic, interactive experiences. By blending entertainment with commerce, it’s proven to be a powerful tool for engagement, especially among younger demographics like Gen Z.

Platform Dominance
Taobao Live leads the sector, with 74% of shoppers using it for live shopping. Douyin follows at 51%.

Market Growth
Despite slowing growth rates post-pandemic, the market was valued at $695 billion in 2023, up from $425 billion in 2021.

High Participation
China boasts the highest global percentage of live shoppers, with 81% of consumers engaging, far outpacing markets like the U.S. (40%), Germany (26%), and Japan (15%).

Gen Z Engagement
Gen Z makes up 34% of live commerce participants, slightly ahead of Millennials at 31%, showcasing the strategy’s appeal among younger, digital-native consumers.

Case Study 1: Zara’s Success on Douyin

Zara, a global fast-fashion giant, has successfully adapted livestream shopping into its customer engagement strategies, capitalizing on China’s robust live commerce market.

The Approach
Zara runs weekly five-hour livestream shopping shows on Douyin (China’s TikTok), featuring a team of 70 staff members in a 1,000-square-meter studio in Shanghai. With the help of seven cameras, Zara offers a dynamic, high-production showcase of its products.

The Results
Each show attracts an average of 800,000 unique viewers, demonstrating the massive reach of this approach. According to retail analytics firm EDITED, Zara’s livestreaming strategy increased its sales in China by 50% in the first three months of this year compared to the same period in 2023.

Why It Matters
Zara’s case demonstrates how even established global brands can innovate by adopting live commerce. The high level of viewer engagement highlights the potential of livestreaming to drive conversions and create an immersive shopping experience. For brands entering the Chinese market or targeting Gen Z, adopting a similar strategy could unlock significant growth.

Case Study 2: Perfect Diary’s Live Commerce Mastery

Perfect Diary, a Chinese cosmetics brand, has built its success almost entirely on live commerce and social media, proving how livestreaming can be a game-changer for customer engagement.

The Strategy
Perfect Diary uses influencers and key opinion leaders (KOLs) on platforms like Taobao Live and Douyin to promote its products. Their livestreams not only showcase product usage but also provide tutorials, beauty tips, and answers to customer questions in real-time.

The Impact
By aligning its livestream shopping with other engagement tools like loyalty programs and personalized recommendations, Perfect Diary became the top-selling cosmetics brand during China’s Singles’ Day sales in 2022.

Why It Matters
Perfect Diary’s example underscores how livestream shopping can level the playing field for smaller or emerging brands. The interactive and personal nature of live commerce fosters trust and loyalty, making it an essential component of customer engagement strategies for brands looking to scale quickly.

Why Livestream Shopping Should Be Part of Your Customer Engagement Strategy

Livestream shopping is more than just a sales tool—it’s a way to build deeper connections with your audience. Here’s why it matters:

Enhanced Customer Interaction
Live commerce allows brands to interact directly with their audience in real time, addressing questions, showcasing product features, and building trust.

Appeals to Younger Demographics
With Gen Z and Millennials driving live commerce participation, it’s a powerful way to engage these influential consumer groups.

High Conversion Rates
The immersive and interactive nature of live commerce encourages immediate purchases, often outperforming traditional e-commerce methods.

Global Potential
While livestream shopping is most prevalent in China, its success highlights the potential for brands in other markets to adopt similar tactics, especially as live commerce gains traction globally.

Key Takeaways for Brands

The rise of livestream shopping in China provides a blueprint for modern customer engagement strategies that focus on interactivity, authenticity, and immediacy. Brands like Zara and Perfect Diary show how live commerce can drive sales, enhance customer loyalty, and create memorable brand experiences.

As livestream shopping expands globally, businesses outside of China can adapt these strategies to their markets, leveraging platforms like Instagram Live, TikTok, and Amazon Live to replicate the success seen in the Chinese market.

Customer Engagement Strategies #2: WeChat Mini-Programs

WeChat Mini Programs, launched by Tencent on January 9, 2017, represent a groundbreaking shift in how businesses and consumers interact digitally. These sub-applications, which operate seamlessly within the WeChat app, eliminate the need for separate downloads and provide users with a range of functionalities—from shopping and travel booking to food ordering and payments. This innovative approach to customer engagement strategies allows users to enjoy diverse services in one unified platform, making WeChat a significant player in the mobile operating system landscape. Industry insiders suggest that Mini Programs have the potential to challenge traditional systems like iOS and Android, positioning WeChat as a comprehensive ecosystem for both personal and professional needs.

So, what do you need to know about WeChat Mini Programs? These mini-programs are a key part of Tencent’s customer engagement strategies, allowing users to access multiple services without leaving the WeChat app. 

WeChat Mini-Program and its Role in Customer Engagement Strategies

WeChat Mini-Programs are a powerful tool for fostering customer engagement because they centralize user experiences within a single app. By offering services directly within the WeChat platform, brands can reduce friction in the customer journey, improve convenience, and deliver personalized experiences. For businesses, these programs are cost-effective alternatives to standalone apps, allowing them to reach WeChat’s massive user base of over 1.2 billion monthly active users. They also enable seamless integration with WeChat’s features, including social sharing, payments, and loyalty programs, enhancing brand visibility and engagement.

Using WeChat Mini-Programs for Customer Winning Strategies

Mini-programs, or mini-apps, are sub-applications within the WeChat ecosystem that users can access without installation. As part of WeChat’s customer engagement strategies, these mini-programs cover various industries and functions, supporting business expansion and social interaction. Companies like Mobike use mini-programs to offer services directly within WeChat, making it a cost-effective way to promote online business and enhance user convenience.

WeChat Mini-Program Customer Engagement Example

WeChat Mini-Programs provide businesses with an accessible, scalable solution to connect with customers and build lasting relationships. Here’s how they contribute to winning customer engagement strategies:

Convenience
Mini-Programs eliminate the need for app downloads, offering users instant access to services with just a few taps.

Personalization
Leveraging WeChat’s data, businesses can tailor Mini-Program experiences to individual customer preferences.

Integrated Ecosystem
By linking Mini-Programs with WeChat’s payment systems, messaging, and social sharing, businesses can provide a seamless end-to-end user journey.

Cost-Effectiveness
Mini-Programs are less expensive to develop and maintain compared to traditional apps, making them ideal for brands of all sizes.

Measure Mini-program Performance With Customer Engagement Strategies

One standout example of leveraging WeChat Mini-Programs is Fresh, an LVMH-owned skincare brand. Fresh launched “The Fresh Indulgent Voyage,” an interactive Mini-Program that allows users to explore the brand’s product offerings, personalized skincare advice, and storytelling in a gamified, engaging format. This strategy not only deepened customer loyalty but also provided Fresh with valuable insights into user preferences, helping to refine future campaigns.

Another notable example is Mobike, which integrated its bike-sharing services into a WeChat Mini-Program. Users could locate and unlock bikes directly through WeChat, eliminating the need to download Mobike’s standalone app. This streamlined service boosted customer engagement and made Mobike a preferred choice for urban commuters.

Measure Mini-Program Performance With Customer Engagement Strategies

To evaluate the effectiveness of a Mini-Program, brands can track the following key metrics:

Engagement Rates
The number of active users and their frequency of interaction with the Mini-Program.

Retention Rates
How often users return to the Mini-Program after their first interaction.

Unsubscribe Rates
Low unsubscribe rates indicate the program is meeting user needs and expectations.

Campaign Performance
How effectively the Mini-Program drives traffic and conversions during promotions.

These metrics provide insights into user satisfaction and the overall success of the Mini-Program as part of the brand’s customer engagement strategies.

Why WeChat Mini-Programs Matter

WeChat Mini-Programs are transformative because they merge convenience, personalization, and functionality into one platform. They offer businesses an unparalleled opportunity to engage with customers directly within WeChat’s massive ecosystem, eliminating barriers to interaction. For users, Mini-Programs deliver a seamless experience that meets their needs quickly and efficiently, fostering loyalty and satisfaction.

By leveraging the full potential of Mini-Programs, brands can build deeper relationships with their audience, gain actionable insights through data, and enhance their visibility in a highly competitive digital landscape.

Key Takeaways

Streamline Engagement
Use Mini-Programs to centralize services and simplify customer interactions.

Personalize Experiences
Leverage WeChat’s data insights to tailor Mini-Program content and functionality.

Optimize Performance
Monitor metrics like engagement, retention, and unsubscribe rates to refine strategies.

Embrace Integration
Tap into WeChat’s broader ecosystem, including payments and social sharing, to maximize Mini-Program effectiveness.

Innovate for Loyalty
Use storytelling, gamification, and interactivity within Mini-Programs to create memorable experiences that drive customer retention.

WeChat Mini-Programs are not just a trend; they are a fundamental part of how brands can enhance their customer engagement strategies in a rapidly evolving digital economy.

Customer Engagement Strategies #3: AI-Powered Customer Service

As businesses compete in an increasingly digital landscape, effective customer engagement strategies have become essential to capturing and retaining customer attention. One of the most transformative advancements in this area is the rise of AI-powered customer service. From highly interactive virtual avatars to intelligent chatbots, AI is revolutionizing how businesses engage with their audiences, providing faster, more personalized, and scalable solutions.

AI-Powered Customer Service: The New Standard

Platforms like Tmall are leading the charge with their implementation of highly customizable virtual avatars. These avatars, unlike traditional chatbots, can simulate more interactive and lifelike conversations. By using advanced AI, they not only answer questions but also recommend products, resolve concerns, and offer a human-like touch to customer interactions.

This approach aligns with the rapidly growing market for digital avatars, which is expected to reach an astonishing $682 billion by 2032, driven by Asia Pacific’s strong adoption of AI technologies. Businesses adopting these avatars as part of their customer engagement strategies are seeing increased satisfaction rates and deeper customer connections.

Advantages of AI-Powered Customer Service

24/7 Availability
AI tools ensure round-the-clock support, which is particularly valuable for global businesses operating across time zones.

Scalability
AI systems can handle thousands of customer inquiries simultaneously, alleviating pressure from human support teams.

Cost-Efficiency
While there’s an upfront investment, AI-powered customer service reduces long-term operational costs.

Personalization
AI-driven systems analyze customer behavior and preferences, tailoring interactions to individual needs.

AI in Customer Service During Critical Times

AI-powered chatbots have proven their value during times of heightened demand, such as during emergencies or peak shopping seasons. For example, during the COVID-19 pandemic, businesses needed innovative customer engagement strategies to handle surges in customer inquiries. AI chatbots stepped in to manage high volumes of repetitive queries, providing accurate and consistent information while freeing up human agents for complex cases.

Alibaba, for instance, leveraged its AI expertise to create a 24/7 virtual customer service assistant capable of addressing customer concerns in real-time. This solution was initially developed for pandemic-related queries but was quickly adapted for e-commerce platforms to address customer inquiries during major sales events like Singles’ Day (Double 11).

By offering instant, reliable support, AI-powered solutions during these high-pressure periods not only maintained customer satisfaction but also reinforced trust in the brand. These examples highlight how businesses can integrate AI to scale their operations while ensuring quality customer service.

AI in Social Media as a Customer Service Tool

Social media platforms are becoming a critical touchpoint for customer service, and AI is enhancing their role as part of comprehensive customer engagement strategies. Businesses are now integrating AI-driven tools into their social media channels to provide faster, more interactive support.

How AI is Transforming Social Media Customer Service

Instant Responses
AI chatbots on platforms like Facebook Messenger, Instagram, and WeChat provide real-time answers to common customer questions.

Personalized Interactions
AI tools analyze user behavior on social platforms to tailor responses, making customers feel valued and understood.

Proactive Engagement
AI systems monitor mentions and comments about brands to respond quickly, turning complaints into resolutions and inquiries into conversions.

For example, platforms like Weibo and Kuaishou have rolled out AI assistants capable of engaging with customers in comment sections. These AI tools answer questions, recommend products, and even handle complaints, creating a seamless experience for users without leaving the platform.

By leveraging AI in social media for customer service, businesses can extend their support channels and meet customers where they are already active, ensuring customer engagement strategies are both effective and relevant.

Why AI is the Future of Customer Engagement

AI-powered tools are not just a passing trend; they are becoming the backbone of effective customer engagement strategies across industries. Businesses leveraging AI can offer unparalleled service quality while optimizing their resources. Here’s why AI is reshaping engagement:

Enhanced Customer Satisfaction
AI-driven systems can analyze customer emotions and preferences, enabling businesses to offer highly tailored experiences. This personal touch fosters trust and loyalty, essential for long-term success.

Faster Problem Resolution
AI-powered solutions resolve queries and issues faster than traditional customer service methods. By automating routine tasks, human agents can focus on complex cases, improving overall efficiency.

Expanding Global Reach
AI tools, with multilingual support and 24/7 availability, empower businesses to connect with a global audience without increasing their workforce.

Future-Proofing Business Models
As technology evolves, AI ensures businesses stay competitive. Those that adopt AI early will be better equipped to adapt to market changes and customer expectations.

Customer Engagement Strategies #4: 

Gamification integrates game-like elements into customer experiences to boost engagement, foster loyalty, and drive repeat interactions. As one of the most impactful customer engagement strategies, it transforms routine brand interactions into fun, rewarding, and memorable activities. By blending play with purpose, gamification encourages users to connect with brands more frequently, deepening their sense of involvement and satisfaction.

How Gamification Enhances Customer Engagement

Increases Interaction
Gamification incentivizes users to interact with your brand more frequently through challenges, rewards, and milestones.

Fosters Loyalty
Offering points, badges, or levels for engagement creates a sense of accomplishment, encouraging customers to return.

Personalized Experiences
Tailoring game elements to individual customer preferences makes them feel understood and valued.

Encourages Social Sharing
Gamification often incorporates leaderboards or social sharing features, prompting users to invite friends or showcase their achievements.

Case Study: Ant Forest by Alipay

In August 2016, Alipay launched Ant Forest, a gamified feature promoting eco-friendly behavior. Users accumulate “green energy” by adopting low-carbon habits like using public transportation, reducing paper use, and recycling. The energy points are converted into virtual trees in the app, and once enough points are collected, Alipay plants real trees in desertified regions.

The Impact
Ant Forest has incorporated over 20 low-carbon activities into its ecosystem and has achieved 12 million tons of carbon emissions reduction—the equivalent weight of 200 aircraft carriers. It has also facilitated the planting of real trees, contributing to reforestation, biodiversity conservation, and long-term carbon reduction.

Why It Works
Ant Forest blends personal achievement with a sense of purpose, turning environmental efforts into a rewarding game. The feature also includes social elements, allowing friends to water each other’s trees, creating light-hearted social interactions within the app.

Takeaway
Alipay’s Ant Forest demonstrates how gamification can transform an app with inherently low user frequency, like a payment tool, into a highly engaging platform. By aligning incentives with users’ values and adding a social layer, brands can foster both engagement and loyalty.

Case Study: Tmall’s “叠猫猫” (Stack Cats)

During the Double 11 Shopping Festival, Tmall launched the gamified campaign 叠猫猫 (Stack Cats), turning shopping into an interactive game. Participants built virtual towers of cats by completing tasks like browsing product pages, adding items to carts, and sharing the game with friends. In exchange, they earned rewards such as vouchers, discounts, and exclusive deals. The campaign became a highlight of the event and delivered significant results, demonstrating why gamification is a cornerstone of effective customer engagement strategies.

Results and Impact

Unprecedented User Engagement
Millions of users participated in 叠猫猫, spending more time on the Tmall app and exploring more product pages. The interactive format drove higher levels of engagement than traditional promotions.

Increased Social Sharing
The team-based aspect of the game encouraged users to invite friends, amplifying the campaign’s reach. This fostered light-hearted competition and collaboration, creating a sense of community while boosting app traffic organically.

Higher Conversion Rates
By tying gamified tasks to shopping actions, such as adding products to carts or engaging with live streams, the campaign led to a significant increase in conversions and contributed to Tmall’s record-breaking sales during the festival.

Stronger Customer Loyalty
The rewarding experience motivated users to return to the platform repeatedly throughout the event. This consistent engagement reinforced customer loyalty and maintained Tmall’s position as a leader in customer engagement strategies.

Gamification is a powerful customer engagement strategy that combines entertainment with tangible value to captivate customers and drive business results. Tmall’s 叠猫猫 campaign demonstrates how gamification can turn a seasonal sales event into a viral experience, boosting user engagement, encouraging social sharing, and increasing conversions.

Why Gamification Matters

Gamification is a powerful customer engagement strategy because it taps into intrinsic motivators like achievement, purpose, and community. It drives repeat interactions, builds emotional connections, and turns mundane actions into enjoyable experiences. For brands, gamification creates opportunities to strengthen customer relationships while promoting desired behaviors, such as app usage, purchases, or eco-friendly actions.

Key Takeaways for Brands

Incorporate Value-Driven Rewards
Align gamification incentives with actions that reflect both the brand’s goals and customers’ values, such as sustainability or skill-building.

Encourage Social Interaction
Include features like sharing, cooperative tasks, or leaderboards to foster a sense of community and competition.

Track Engagement Metrics
Monitor user behavior and adjust game elements to maximize participation and retention.

Make It Fun and Purposeful
Blend entertainment with meaning, ensuring users feel both rewarded and fulfilled.

Leverage Light Competition
Use streaks, levels, and rankings to motivate users to achieve and sustain progress.

Gamification is a versatile tool that blends entertainment and strategy, transforming how brands connect with their customers. By integrating playful and meaningful experiences, businesses can foster deeper engagement, long-term loyalty, and even social impact.

By strategically implementing gamification, brands can enhance customer experiences, foster loyalty, and position themselves as leaders in customer engagement strategies. Ready to explore how gamification can transform your engagement efforts? Let’s discuss!

Ashley Dudarenok: Your Go-To Expert for Winning Customer Engagement Strategies

If you’re seeking expert guidance on winning customer engagement strategies, Ashley Dudarenok is a name you can trust. As a globally recognized keynote speaker and thought leader, Ashley specializes in the future of retail, customer centricity, China’s tech ecosystems, and evolving business models. Her insights help businesses stay ahead in a fast-changing world by crafting innovative strategies that put customers at the heart of their operations.

Ashley has collaborated with some of the biggest names in the industry, including Alibaba, JD, PDD, Tencent, and Bytedance. These partnerships have allowed her to delve deep into how leading companies leverage technology, data, and customer-centric innovation to transform engagement practices. From live-streaming commerce to AI-driven personalization, Ashley provides actionable advice tailored to modern business challenges.

Ashley Dudarenok: How She Can Elevate Your Customer Engagement Strategies

Ashley Dudarenok offers a wealth of expertise tailored to help businesses develop winning customer engagement strategies and achieve sustainable growth. Here’s how she can support your organization:

1. Deep Understanding of China’s Digital Ecosystem

Ashley’s in-depth knowledge of platforms like WeChat, Douyin (TikTok China), Tmall, and Pinduoduo allows her to guide businesses on navigating and succeeding in China’s competitive digital market. Whether it’s implementing WeChat Mini Programs or tapping into live-streaming commerce, Ashley provides the tools to maximize engagement.

2. Tailored Strategies for Global Audiences

While Ashley specializes in China’s tech landscape, her strategies are designed to be globally relevant. She helps businesses understand emerging customer behaviors, adopt innovative tools, and create engagement models that work across regions.

3. Personalization for Loyalty and Retention

Ashley emphasizes the importance of using data and AI to create personalized customer experiences. By tailoring interactions to individual preferences, businesses can enhance satisfaction, build trust, and increase loyalty—key elements of successful customer engagement.

4. Inspiring Keynote Presentations and Workshops

Ashley’s keynote speeches and workshops are designed to equip businesses with actionable insights. She translates complex trends, such as digital transformation or gamified marketing, into clear strategies that teams can implement immediately.

5. Proven Track Record of Success

Ashley has helped businesses large and small elevate their engagement strategies, drive revenue growth, and build lasting customer relationships. Her proven methods are backed by years of hands-on experience and a deep understanding of customer-centric practices.

Customer Engagement Strategies FAQs (Frequently Asked Questions) 

Explore these frequently asked questions to understand the key aspects of customer engagement strategies and their effective implementation.