In the current era where digitalization sweeps across the globe, how can brands break through geographical limitations to achieve precise penetration into diverse markets? The collaboration between MGM China and Weimob provides a reference answer. As one of the world's leading resort hotel developers, owners, and operators, MGM China had long relied on offline hotel operations and traditional marketing models. In China's mainland market, through partnering with Weimob to build a WeChat ecosystem e-commerce system, it achieved a breakthrough of several million GMV in just one year, completing the construction of a private domain traffic closed loop from zero to one. This collaboration is not merely a simple integration of technology and resources, but a deep exploration of cultural IP digital operations, providing the industry with a "lightweight penetration" paradigm.
Private Domain Infrastructure: Cold Start Logic from Content Pool to Transaction Platform
Upon entering China's mainland market, MGM China faced a critical challenge—lacking direct digital channels to reach more C-end users. With Weimob's support, MGM China chose not to rush into building transaction platforms, but instead started with WeChat official accounts as content carriers, launching their private domain traffic cultivation journey. This decision reflects deep insights into domestic social ecosystems: official accounts serve not only as brand communication windows, but also as natural platforms for accumulating user trust and brand recognition.
Initially, the official account focused on hotel scenario content output, subtly conveying MGM's brand tone and service quality to potential users through showcasing premium accommodation environments, specialty dining experiences, and entertainment activities. This "content-first" strategy successfully attracted the first batch of seed users, laying the foundation for subsequent commercial conversion.
As the official account's follower base steadily grew, MGM and Weimob jointly initiated the transformation from "content pool" to "transaction platform." Based on Weimob's technical support, the brand built the "MGM Seasonal Gifts" mini-program mall, completing the crucial leap from user accumulation to commercial monetization. The core task at this stage was establishing a complete "trust-interest-conversion" chain: the official account continuously strengthened user stickiness through quality content, then guided traffic to the mini-program through targeted pushes and menu entries, achieving seamless "reading-browsing-purchasing" connections.
The clever design of product selection strategies became another highlight of the cold start phase. Initially, based on Weimob's recommendations, MGM didn't directly launch high-value hotel packages or luxury goods, but chose a customized plush lion toy as the flagship product. This product, combining brand logos with adorable design, quickly became a traffic breakthrough point with its affordable price and strong recognition. The lion's strong sales not only generated considerable revenue but also lowered user trial barriers and cultivated online consumption habits. These strategies expanded the user base through popular products, achieving peak single-event revenues of several hundred thousand.
Scenario Expansion: Dual Drive of Holiday Marketing and Cultural Tourism IP
The launch of the mini-program mall marked the initial completion of MGM's private domain infrastructure, opening growth opportunities for MGM. However, achieving scale breakthrough relied on innovative scenario-based marketing practices. Mid-Autumn Festival 2024 became a major performance explosion point for MGM China and Weimob's collaboration, where both parties deeply integrated traditional holiday products like mooncake gift boxes with digital tools, creating an exemplary case of "emotional resonance + technological empowerment."
MGM's Mid-Autumn mooncake gift boxes not only blended Chinese and Western flavors but also incorporated brand signature elements in packaging design, making them dual carriers for conveying holiday blessings and brand concepts. Weimob's plugin functions breathed digital life into these products—through gift card functionality, users could integrate mooncake gift boxes and other products with social scenarios.
The core of this Mid-Autumn marketing campaign lay in precise integration of omnichannel traffic. MGM simultaneously launched "seeding" campaigns on public domain platforms like Douyin, Xiaohongshu, and Video Accounts, conveying the quality and cultural connotations of mooncake gift boxes to broader audiences. Notably, all public domain platform traffic ultimately pointed to WeChat private domains—users who saw seeding content on Douyin and Xiaohongshu would search the mini-program mall and make purchases, completing the conversion from "public domain visitors" to "private domain users." This closed-loop model of "public domain traffic generation - private domain conversion" resulted in nearly all of MGM's Mid-Autumn mooncake sales being completed through the mini-program mall, fully validating the commercial value of private domains.
Subsequently, MGM partnered with Weimob to elevate scenario-based marketing and cultural tourism IP to new heights. In November 2024, to celebrate the 25th anniversary of Macau's return to China, national treasure-level artifacts—authentic Yuanmingyuan animal heads—were continuously exhibited at the Poly MGM Museum, generating widespread attention. Coordinating with this exhibition, MGM China launched peripheral products combining Yuanmingyuan IP in their mini-program mall, such as "Yuanmingyuan Animal Head Bookmarks." This initiative not only enriched the product matrix but also endowed the brand with profound cultural significance. Weimob's technical support throughout this process achieved full-chain digitalization from cultural experiences to online consumption, providing data and technical support for subsequent operations. The success of Yuanmingyuan peripheral merchandise further enhanced MGM China's private domain user stickiness and consumption willingness.
Today, after more than a year of deployment and iteration, the WeChat e-commerce layout jointly built by MGM and Weimob has formed a stable "three-terminal integrated" ecosystem: official accounts serve as content bases, handling brand communication functions; mini-programs act as transaction cores, facilitating product sales; Video Accounts, Douyin, and Xiaohongshu serve as traffic entrances, continuously injecting fresh momentum into private domains.
A relevant operations manager from Weimob stated that MGM China and Weimob jointly demonstrated the strategic value of private domain e-commerce for brands expanding into new markets. It's not merely a sales channel, but a platform for deep brand-user dialogue; not just a technical system, but a new carrier for cultural transmission. From plush lion toys to Yuanmingyuan peripheral products, from mooncake gift boxes to various commemorative items, every product and activity represents a concrete expression of brand philosophy.
In this digital ecosystem, MGM has completed its transformation into a "localized operations expert," providing replicable and referenceable successful experiences for more brands. As private domain operations continue to deepen, this commercial ecosystem jointly built by technology and culture will unleash even greater growth potential.