Unlocking the World's Largest E-Market by Ashley Galina Dudarenok

Author:Ashley Galina Dudarenok
Language: eng
Format: epub
Publisher: Alarice International

“From what we can see today the future of WeChat in the next 2 years will be in large part based around improving search and improving mini programs. For WeChat mini programs, it’s no exaggeration to say that they are the future of WeChat. The only question is how much will they go on to impact the rest of the mobile ecosystem in China.”

—Matthew Brennan, Co-founder of China Channel

Part II is about WeChat, its diverse functions and how Chinese consumers are living with it. It’s becoming the operating system for most Chinese users and continues to add more and more diverse functions.

There’s a common misconception that every brand that has entered China must have their own official WeChat account. However, this is not entirely so. For example, WeChat is not really for B2B brands. Their target audience is really niche due to their professional expertise and is less interesting for general users.

Another false assumption is that a brand can rely on WeChat alone and expect a presence there to bring them everything they want. As a semi-closed platform, WeChat maintains a relatively intimate relationship between users and also between users and brands. This means that initially, it’s not the ideal platform to gain popularity and grow followers. A more reasonable approach is to leverage WeChat after you’ve accumulated a stable audience on other platforms, and then drive them to WeChat for further relationship development.

In Part I, three categories of brands were discussed based on their China market entry mode. They were international brands already in China, brands doing cross-border e-commerce and overseas brands serving Chinese visitors. In this chapter, we’ll see how these three types of brands should use WeChat and the most relevant tools or functions for each type of brand.

1. International Brands Already in China

These brands have already set up a legal entity in China. They have online stores, brick-and-mortar stores or both in mainland China. They employ local staff and are well-adapted to the local e-commerce ecosystem. These brands are already known to some Chinese consumers.

Official Account and WeChat Articles

It’s good for these brands to have their own official WeChat account. However, as mentioned above, WeChat is not for everyone. Before making the decision, brands should think about who their target audience is and whether they can leverage WeChat’s functions for maximum effect.

Regular posting is essential to keep the audience updated. Articles are the most popular content type on WeChat. Most subscription accounts post one to three articles once a day while service accounts usually post four to five articles once a week.

These articles are also important for interactive campaigns. Brands can encourage users to leave a comment under an article for lucky draws, or ask them to share an article to Moments to accumulate enough “likes” to receive special offers, which helps them get more exposure.

Custom Menu Bar for CRM

WeChat is an ideal tool for customer relationship management. A great variety of third-party CRM tools can be integrated within WeChat as well. Brands can make full

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