Research shows that 63% of Western consumers plan to purchase from Chinese shopping apps during the 2024 holiday season. These merchants include AliExpress, Cider, Shein, Temu, and TikTok. Beyond cheap prices, what else attracts global consumers to these Chinese apps?

A BBC article aptly describes Temu as "addictive as sugar." Mark Griffiths, professor of behavioral addiction at Nottingham Trent University, UK, agrees. "They've mixed shopping and gamification really well. Temu's marketing strategy means you are literally having to browse to get your rewards."

Temu's innovative use of games and rewards within its shopping app created a buzz that translated into impressive sales figures. However, building such immersive gamified experiences is no small feat. It demands technical expertise, creative vision, complete risk control, and often a substantial budget.

That's where MOXI comes in. We help online platforms create the kind of "addictive as sugar" experience by leveraging gamification technologies.

Here are two examples of our previous work for Chinese online platforms:

01

“Xiaomei’s Courtyard” for Taobao 618 promotion

Back in 2022, MOXI helped Taobao, the leading e-commerce giant in China with over 9M users, develop a game called "Xiaomei's Courtyard." It blends synthesis mechanics with daily management tasks and a diary feature that subtly connects to the gameplay. During the "618" promotion in 2022, the biggest online promotion in the first half of the year in China, this game attracted over 5 million users, and successfully retained those users.

The game has been running for over two years now, becoming a thriving community around the Taobao brand. Daily spent time per user reached 60 minutes, On peak days, 30% of users placed orders on Taobao through this game.

02

Yuanqi Forest’s popular elimination game during 11.11

Besides platforms, the brand can leverage MOXI’s gamification solution. Yuanqi Forest, known for its refreshing sparkling water, launched an engaging elimination game in partnership with MOXI. The game was launched on Taobao during the "Double 11" promotion, where customers could play and collect props to redeem for the new sparkling water. Key results:

• The game attracted 1.5 million active users.

• It led to a 6X increase in conversion rates.

• The campaign also resulted in 50K new membership sign-ups.

The Yuanqi Forest case demonstrates how gamification can be leveraged to launch new products, boost activity during promotions, and foster long-term customer engagement. The game's addictive nature and the allure of tangible rewards effectively drove user participation and conversions.

MOXI offers two collaboration models: Customization and Co-creation. Customization is a one-off model in which MOXI tailors the game for the business. Co-creation is a unique model especially applicable to platforms, where businesses can collaborate on developing a tailored gamification strategy without the need for a massive upfront investment. This approach democratizes access to gamification, empowering businesses of all sizes to tap into its potential.

The takeaway is clear: gamification is not just a trend; it's a fundamental shift in how businesses engage with consumers. With MOXI, your business can also harness this power, creating captivating experiences that turn users into loyal customers.

To learn more about how MOXI can help your business, contact us at inquiry@moxigame.cn.

Source:

https://www.bbc.com/worklife/article/20240426-temu-gamification-marketing

https://content-na1.emarketer.com/shoppers-spend-nearly-twice-long-on-temu-s-app-than-its-competitors