WeChat is one of the most important social media platforms in China.
WeChat is not a simple mobile messaging application, it’s also a social media platform which enables video calling, location-based services and a payment system. In addition, it has incorporated tools that allow users to play mini-games, to participate to contests and issue coupons.
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WeChat has become an important tool for brands in order to increase the consumer communication.
Consumers use WeChat to collect information, opinions and comments about products and companies. Although they are not thinking in the purchase, they are open to the idea if it is well targeted.
For companies, this APP has advantages such as real-time interactivity which allows an efficient relationship management and consumer service. The chance to offer a personalized treatment, WeChat has become a useful tool to engage consumers and fans.
Consumers, also use WeChat for collecting information, opinions and comments about products and companies can take advantage of this.
In order to be successful in WeChat, brands have to understand the social platform and how they can include it in their marketing strategies.
Companies can create content and show new products and offers to members. The content should be useful, interesting and relevant in order to attract and keep users. This content could be audio messages, videos, photos and texts.
WeChat acts like a perfect CRM tool due to its one to one communication. Its best use is for loyalty programs and customer relationship management because WeChat allows a personal conversation between brands and followers. Provide to users the feeling of being unique, be the sole focus of the brand is an effective strategy to engage them.
One of the features of WeChat is that consumers will usually not be able to find you directly via a search and instead they have to do it through QR codes. That’s why the brand’s QR Code should appear in your packaging, shops, social media and website.
It is important to give a reason to the customer for scanning your QR code. A big incentive for companies to use are
- Offering discounts,
- Virtual VIP card.
It is a great platform to gauge consumer satisfaction because, via WeChat, companies can collect users’ feedback. It’s useful for brands to know customers’ opinions of their products, besides companies can present them their new products in order to know their first impressions.
Companies are using promotions to moving sales from online to offline. For that, brands launch promotions online that members can use in the retail location. For example, via WeChat, brands can send an alert to their followers saying that in the next few hours a promotion will take place in their store.
There are some companies that are created WeChat accounts where they sell products directly, but it is necessary to have enough logistics capability to supply the buyers.
When companies are preparing product launches, WeChat becomes a good tool in order to invite specific subscribers according to their browsing history or location.
Wechat has added a payment tool which allows users to purchase products which one-click payment. Customers can use WeChat payment to link their bank cards and receive some benefits and offers.
There are many brands such as Burberry, Pepsi, Starbucks or Coach that are already enjoying the WeChat benefits.
For instance, Burberry has used the app to promote an event around its campaign ‘Art of the Trench’. The followers of the fashion brand had the chance to view a runway show via WeChat and also they could receive information from celebrities attending the show.
Days before to the opening of its new flagship store in Shanghai, Burberry launched a competition to giveaway tickets to participate in the shop opening.
That’s is an example of how brands can take advantage of Wechat’s tools in order to increase the user’s engagement.
The importance of WeChat for brands is increasing. Companies are integrating the social platform into their marketing strategies because they know the influence that exerts on consumers.
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