Core Insights - WPP Media (GroupM) has developed a customized strategy for a luxury skincare brand, leveraging Alipay's "service-oriented traffic" to tap into new growth opportunities among high-net-worth users [1][3] Group 1: Strategy and Target Audience - WPP Media's strategy is based on a precise understanding of Alipay's platform characteristics, focusing on its user data rooted in real consumption scenarios [3] - Alipay's platinum members, which number in the millions, include a significant portion (50%) aged 18-35, representing a high purchasing power demographic that aligns well with the luxury skincare brand's target audience [3] - The company avoided traditional traffic red oceans by positioning Alipay as a core platform for "high precision reach + private domain conversion" [3] Group 2: User Engagement and Conversion - The design of the interactive conversion chain considers both brand tone and user experience, avoiding hard-sell advertising methods [5] - WPP Media set up lightweight interactive entry points in Alipay's member channels and payment completion pages, allowing users to access exclusive skincare consultations or sample vouchers without feeling disturbed [5] - The deepening of private domain operations is crucial for achieving incremental growth, with WPP Media helping the brand establish a "member-exclusive service system" within Alipay's mini-program [5] Group 3: Overall Impact and Implications - WPP Media's practice demonstrates that Alipay is not limited to mass consumer goods; by leveraging its core advantages of being close to consumption and having high trust, luxury brands can also find growth opportunities [6] - The combination of precise audience targeting and suitable operational strategies allows luxury brands to enhance their overall marketing layout [6]