Pilot Social Commerce Launch: Mini Program-based platform for Enfamil and Upspring, targeting Diaguos and social sellers to drive mother & baby product sales.
End-to-End Ecosystem: Covered strategy, platform development, seller recruitment, private traffic management, and commission disbursement.
Social Seller Enablement: Offered training, incentives, and community support via WeCom to address key seller challenges like logistics and product authenticity.
Seamless Integration: Connected with Reckitt’s main e-commerce infrastructure to ensure smooth transitions from seller onboarding to product purchase.
As cross-border eCommerce continues to evolve in China, brands must look beyond traditional marketplaces to connect with consumers. For Reckitt Benckiser, home to trusted mother and baby brands like Enfamil and Upspring, the opportunity was clear: harness the influence of Diaguos and social sellers to build a thriving, community-led commerce channel.
To do this, Reckitt Benckiser partnered with Fugu to design and launch a pilot social commerce platform, specifically tailored to the unique behaviors and motivations of informal sellers in China’s expansive digital economy.
What emerged was not just a transactional platform, but a scalable social ecosystem—integrating WeChat Mini Programs, private traffic management, seller enablement, and commission-based incentives to drive performance and loyalty.
Traditional cross-border eCommerce relies heavily on large platforms like Tmall Global and JD Worldwide. However, a growing segment of consumers—especially new parents—now rely on peer recommendations and direct-to-consumer transactions through WeChat, RED (Xiaohongshu), and other social channels.
This has given rise to the Diaguo model: informal resellers who purchase overseas products and sell them to their local network. While these sellers wield tremendous influence, they face challenges:
Reckitt Benckiser saw a gap—and an opportunity—to professionalize this space by empowering these social sellers with tools, community, and incentives.
To address these challenges, Reckitt Benckiser rolled out a pilot social commerce initiative using two of its flagship mother & baby brands—Enfamil and Upspring. The project was built on five key pillars:
At the heart of the initiative was a WeChat Mini Program designed specifically for social sellers. The Mini Program served as the main interface for:
This ensured sellers had a mobile-first, frictionless way to manage their entire commerce workflow.
Focused recruitment drives brought in qualified Diaguos and occasional sellers. To ensure success, the program included:
Community managers maintained active communication via WeCom, helping resolve issues and sustain motivation.
To ensure a smooth customer and seller journey, the platform was fully integrated with Reckitt’s existing cross-border e-commerce infrastructure. This enabled:
From registration to delivery, sellers and customers enjoyed a seamless user experience.
A robust backend system managed:
This created a self-sustaining, performance-driven model that rewarded active sellers while building brand equity in private domains.
While still in pilot phase, the platform quickly demonstrated that social commerce, when paired with the right tools and incentives, could drive real value for both sellers and the brand:
Increased brand visibility among niche but highly engaged communities
Strengthened product trust through authenticity and training
Empowered seller network ready to scale with structure and support
New revenue channels unlocked beyond traditional marketplaces
More importantly, Reckitt Benckiser laid the groundwork for long-term engagement—one that not only moves product, but builds community, loyalty, and insight at every step.
In China’s highly social retail landscape, authenticity and relationships drive trust—and trust drives sales. With its seller-first social commerce platform, Reckitt Benckiser has proven that brands who invest in empowering their advocates can go beyond transactions and build ecosystems.
Pilot Social Commerce Launch:
Mini Program-based platform for Enfamil and Upspring, targeting Diaguos and social sellers to drive mother & baby product sales.
End-to-End Ecosystem:
Covered strategy, platform development, seller recruitment, private traffic management, and commission disbursement.
Social Seller Enablement:
Offered training, incentives, and community support via WeCom to address key seller challenges like logistics and product authenticity.
Seamless Integration:
Connected with Reckitt’s main e-commerce infrastructure to ensure smooth transitions from seller onboarding to product purchase.
As cross-border eCommerce continues to evolve in China, brands must look beyond traditional marketplaces to connect with consumers. For Reckitt Benckiser, home to trusted mother and baby brands like Enfamil and Upspring, the opportunity was clear: harness the influence of Diaguos and social sellers to build a thriving, community-led commerce channel.
To do this, Reckitt Benckiser partnered with Fugu to design and launch a pilot social commerce platform, specifically tailored to the unique behaviors and motivations of informal sellers in China’s expansive digital economy.
What emerged was not just a transactional platform, but a scalable social ecosystem—integrating WeChat Mini Programs, private traffic management, seller enablement, and commission-based incentives to drive performance and loyalty.
Traditional cross-border eCommerce relies heavily on large platforms like Tmall Global and JD Worldwide. However, a growing segment of consumers—especially new parents—now rely on peer recommendations and direct-to-consumer transactions through WeChat, RED (Xiaohongshu), and other social channels.
This has given rise to the Diaguo model: informal resellers who purchase overseas products and sell them to their local network. While these sellers wield tremendous influence, they face challenges:
Reckitt Benckiser saw a gap—and an opportunity—to professionalize this space by empowering these social sellers with tools, community, and incentives.
To address these challenges, Reckitt Benckiser rolled out a pilot social commerce initiative using two of its flagship mother & baby brands—Enfamil and Upspring. The project was built on five key pillars:
At the heart of the initiative was a WeChat Mini Program designed specifically for social sellers. The Mini Program served as the main interface for:
This ensured sellers had a mobile-first, frictionless way to manage their entire commerce workflow.
Focused recruitment drives brought in qualified Diaguos and occasional sellers. To ensure success, the program included:
Community managers maintained active communication via WeCom, helping resolve issues and sustain motivation.
To ensure a smooth customer and seller journey, the platform was fully integrated with Reckitt’s existing cross-border e-commerce infrastructure. This enabled:
From registration to delivery, sellers and customers enjoyed a seamless user experience.
A robust backend system managed:
This created a self-sustaining, performance-driven model that rewarded active sellers while building brand equity in private domains.
While still in pilot phase, the platform quickly demonstrated that social commerce, when paired with the right tools and incentives, could drive real value for both sellers and the brand:
Increased brand visibility among niche but highly engaged communities
Strengthened product trust through authenticity and training
Empowered seller network ready to scale with structure and support
New revenue channels unlocked beyond traditional marketplaces
More importantly, Reckitt Benckiser laid the groundwork for long-term engagement—one that not only moves product, but builds community, loyalty, and insight at every step.
In China’s highly social retail landscape, authenticity and relationships drive trust—and trust drives sales. With its seller-first social commerce platform, Reckitt Benckiser has proven that brands who invest in empowering their advocates can go beyond transactions and build ecosystems.
