During Covid, ANTA Group launched a “full-staff retail” project with its 30,000 employees (and distributors) working together to support the shift to online sales - as “digital agents.”

These 30,000 “agents” who normally work offline in retail, are supporting sales through WeChat, across an array of private communities (chat groups). 

Each “agent” was given a personalized QR Code, which they can share into group chats and social channels. The codes - which can be attributed to the “agent” - lead customers to ecommerce shops. Sales are then tracked back to the “agent”, to give them a portion of each transaction. 

In a sense, each employee has turned into a mini influencer, helping to guide customers to the right purchase. This is a bold example of how (some) brands are re-creating customer engagement, sales and support through digital channels.