Luxury brands have to understand how WeChat works if they want to be sucessful in China.
The increased of luxury consumption is the product of a combination between social and economic factors. For the last two decades, with the rise of purchasing power and the imitation of the Western lifestyle, China has become an attractive market for high-end products. The constant necessity of showing prestige and high level to others, is the main reason why Chinese people desire luxury goods.
Internet is an important part of the Chinese daily life. In China, there are 600 million internet users and majority have access to Internet through their mobile devices. This trend has been a revolution for the Chinese market and has changed the marketing strategies of the companies.
The e-commerce increase has boosted the luxury goods sales, however potential consumers spend more time seeking information and opinions about the products before purchase. For Chinese customers, social media platforms are the essential tools to get brand information in order to make purchasing decisions. That is the reason why brands have to focus their efforts and marketing strategies into the social networks.
WeChat is the most popular messaging platform in China with over 368 million active users monthly and that is the reason why this social network can not be ignored by companies.
During the last months, many fashion and luxury brands have opened a Wechat account, as reported by Fashionbi’s marketing research. The reason of its growing importance is that Wechat enables brands to have a one-to-one communication with their followers.
WeChat is an effective tool for brands in order to share information and latest news with their followers. A marketing trend in WeChat is present new products and promotions, create exclusive contest and games to engage followers.
WeChat allows brands offer a complete brand experience through the creation of a full mini-website. Companies can create branded stores where sell items directly and that’s why WeChat has included a payment service. Since the launch of WeChat’s Weidian, brands are able to use WeChat like an e-commerce channel.
Luxury companies are using WeChat for different reasons such as provide a high quality customer care service, or increase brand exposure. In order to this, high-end brands include in their WeChat accounts features such as auto-response, live chat, and store locator.
Before joining WeChat, brands should to know what are the tools and features of the social platform. For instance, there are two different kinds of official WeChat accounts:
- Subscription account: through this type of WeChat account, brands can post their contents more frequently, therefore is the favorite by media. Brands such as Burberry, Gucci or Audi have opened subscription accounts.
- Service account: this account is mainly intended for consumer brands due to its several tech capabilities. There are many brands as LeCoultre, Louis Vuitton, and Piaget that have this type of account.
When brands are thinking to opening an official account on WeChat, they have to consider the differences and features to each. For instance, brands have to evaluate the number of messages that they want to post and what e-commerce capabilities they need in order to choose the right account.
As we see, WeChat has became a powerful platform to engage costumers and therefore boost your sales. Nowadays, is very important for brands interact with their costumers and Wechat makes it possible.
It is very important for brands to have presence in social media platforms to improve their visibility. If your company want to expand their presence or improve it, don’t hesitate to contact us.