Zhou Hei Ya, a Chinese chain that makes and sells braised duck and other ready-to-eat braised snacks, worked with Marketingforce, a provider of AI applications and WeCom-based customer relationship software, to rebuild how it acquires and manages customers in its private domain, the WeCom contacts, groups and member base it runs itself. Marketingforce described the project in an article published on Eastmoney in January 2026. As of mid-2025 Zhou Hei Ya had 2,864 stores across China and more than 7,000 employees.
The chain faced three problems: the rising cost of traffic from public platforms, member data scattered without a single customer view, and weak coordination between stores and headquarters. The goal was to scale private-domain acquisition and targeted operations to offset lost sales in existing stores.
Marketingforce built what it calls a six-part growth engine on its WeCom SCRM product and operations services. Customers are brought in through QR code matrices and tiered incentives online, in the mini program, official account and delivery-platform pop-ups, and in stores, on screens, table cards and packaging, along with cross-brand and referral campaigns. A headquarters brand persona and store-manager personas handle conversations. A tag system covering demographics, purchase behaviour, interests and occasions is combined with an RFM model to segment users, and four membership tiers carry different benefits. One-to-one messages, groups and Moments posts are organised around getting a first order within 72 hours, with a coupon reminder after 48 hours without interaction and a reactivation coupon after seven days without an order. Tracking and BI dashboards support A/B tests on send times, copy and benefit bundles, which identified lunch and dinner as the best times to push content. Headquarters owns member strategy, campaigns and data reviews while stores execute, supported by standard training material and a new-store playbook running from 30 days before opening to 15 days after.
Marketingforce says Zhou Hei Ya's private-domain GMV can reach RMB 9.6 million a month and that half-year GSV potential exceeds RMB 58 million. It expects the combined acquisition strategy to add 3.4 million net users a year, taking total private-domain users past 3.92 million, and says repurchase rates and loyalty have risen significantly, without giving figures. The article describes the work mainly in terms of SCRM tooling and operations and does not specify which AI models were used.