Innovative practice of cultural tourism IP digital infrastructure: MGM China joins hands with Weimeng to explore the private market

At a time when the wave of digitalization is sweeping the world, how can brands break through regional restrictions and achieve precise penetration into diverse markets? The cooperation between MGM China andWemengprovides a reference answer.
As one of the world-renowned resort hotel developers, owners and operators,MGM Chinahas long relied on offline hotel business and traditional marketing models. In the inland market of China, it has worked withWemengto build a WeChat ecological e-commerce system. In just one year, it has achieved breakthroughs in millions of GMV and completed the closed-loop construction of private domain traffic from 0 to 1. This cooperation is not only a simple grafting of technology and resources, but also an in-depth exploration of the digital operation of cultural IP, providing the industry with a paradigm of "lightweight penetration".
Private domain infrastructure: When the cold start logic from content pool to trading floor
entered China's inland market,MGM Chinafaced a key problem-the lack of digital channels to directly reach more C-end users. Withthe support of WeChat,MGM Chinawas not eager to build a trading platform, but chose to start from the content carrier of Weixin Official Accounts, starting a journey of cultivating private domain traffic.
Behind this decision lies a profound insight into the domestic social ecology: the public account is not only a window for brands to speak out, but also a natural soil for accumulating user trust and brand awareness. In the early days, the public account focused on the content output of hotel scenes, and subtly conveyed MGM's brand tone and service quality to potential users by displaying high-end accommodation environments, special catering experiences and cultural activities. This "content-first" strategy successfully attracted the first batch of seed users and laid the foundation for subsequent commercial transformation.
With the steady growth of the fan base of public accounts,MGM andWemengjointly launched the transformation of a "content pool" to a "trading floor". Basedonthe technical support provided by Wemeng, the brand has built the "MGMFour Hours Good Gifts" Mini programs mall, completing a key leap from user accumulation to commercial realization. The core task at this stage is to establish a complete link of "trust-interest-conversion": the public account continues to enhance user stickiness through high-quality content, and then guides traffic to Mini programs through targeted push, menu bar entry, etc., achieving the seamless connection of "reading-browsing-purchasing".
The clever design of the selection strategy has become another highlight of the cold start stage. In the early days,based ontheadvice of WeChat, MGM did not directly launch hotel packages or luxury goods with high-priced unit prices, but chose to use a customized plush toy little lion as its main promotion item.This product, which combines brand identity and cute design, has quickly become a traffic breakthrough with its people-friendly price and strong recognition. The hot sales of Little Lion not only brought considerable sales, but also lowered the threshold for users to try and cultivated onlineconsumptionhabits. The above strategies have expanded the user base through popular products, and achieved a maximum turnover of hundreds of thousands of yuan per event.
Scene Fission: The launch of the two-wheel drive Mini programs mall for holiday marketing and cultural tourism IP
marks theinitial completion of MGM's private domain infrastructure andopens up growth space for MGM, while the real realization of scale breakthroughs relies on innovative practice of scene-based marketing.
The Mid-Autumn Festival in 2024 has becomea major performance breakthrough point after the cooperation between MGM China and Wemeng. The two sides have deeply integrated the mooncake gift box, a traditional festival product, withDigitaltools, creating a marketing model of "emotional resonance + technological empowerment." TheMid-Autumn Festival mooncake gift box launched by MGM not only combines Chinese and Western characteristics in taste, but also incorporates brand iconic elements into the packaging design, making it a dual carrier for conveying holiday blessings and brand concepts. Theplug-in function provided by Weimeng gives this product digital vitality-through the gift card function, users can integrate mooncake gift boxes and other products with social scenes.
The core of this Mid-Autumn Festival marketing campaign lies in the precise integration of omni-channel traffic.MGMhas simultaneously launched a "grass planting" program on public domain platforms such as Douyin, Xiaohongshu, and Video Number to convey the quality and cultural connotation of mooncake gift boxes to a wider audience.
It is worth noting that traffic from all public domain platforms eventually points to WeChat's private domain-after users see the grass planting content on Douyin and Xiaohongshu, they search the Mini programs mall and purchase it, completing the transformation from "public domain visitors" to "private domain users". This closed-loop model of "public domain diversion-private domain transformation" enabledalmost all sales of MGM Mid-Autumn Festival mooncakes to be achieved in the Mini programs mall, which fully verified the commercial value of private domains.
Subsequently,MGM joined hands withWemengto push scenario marketing + cultural tourism IP to a new height. In November 2024, in order to celebrate the 25th anniversary of Macao's return to the motherland, the authentic animal head of Yuanmingyuan, a national treasure-level cultural relic, continued to be displayed at the PolyMGMMuseum, which attracted widespread attention.In conjunction with the exhibition,MGM Chinalaunched peripheral products that combine Yuanmingyuan IP in the Mini programs mall, such as "Yuanmingyuan Beast Head Bookmark". This measure not only enriches the product matrix, but also gives the brand profound cultural connotation. Inthis process, Weimeng's technical support has achieved full-link digitization from cultural experience to onlineconsumption, providing data and technical support for subsequent operations. The success of products around Yuanmingyuan has also further enhancedthe stickiness and willingness to consume of MGM's China private domain users.
Today, after more than a year of layout and iteration,the WeChat e-commerce layout jointly built by MGM and Wemeng has formed a stable ecosystem of "three-in-one": public accounts serve as content positions and undertake brand communication functions; Mini programs serve as the core of transactions to realize commodity sales; video numbers, Douyin, Xiaohongshu, etc. serve as traffic entrances, continuing to inject fresh blood into private domains.
Therelevant operation manager of Wemeng said thatMGM ChinaandWemenghave jointly proved the strategic value of private domain e-commerce for brands to explore new markets. It is not only a sales channel, but also a platform for in-depth dialogue between brands and users; it is not only a technical system, but also a new carrier of cultural communication. From plush toy little lions to products around Yuanmingyuan, from mooncake gift boxes to various souvenirs, every product and every event is a concrete expression of the brand concept.In this digital ecosystem,MGMhas completed the transformation of a "localized operation expert" and provided more brands with replicable and learning successful experiences. As private domain operations continue to deepen, this business ecosystem jointly built by technology and culture will unleash greater growth potential.