10 Tips to Market Your Brand on WeChat

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Wechat marketing

Nowadays, everyone who knows China and how to do business in this country will tell you that social media platforms like Tencent’s WeChat are the future when it comes to marketing strategies.

In fact, because of this network, every small company using WeChat has become a real competitor. Because they can target a huge percentage of the population.

There are more than 300 million people using WeChat, a huge number of potential consumers.

To engage with fans and customers, a company has to know how to maximize business through WeChat.

WeChat
Be Innovative

On WeChat, everything is possible, and cooperation with Tencent is possible. A hotel may develop a WeChat app-based solution. Smarthotel, for example, is in partnership with WeChat.

WeChat with Caesars Entertainment and Ayla Networks showcase hotel rooms of the future.

Invest in Quality Content (Chinese like it)

Many brands have their personal accounts that people can follow, subscribe to and become a member of their network. There are many verified accounts but also non-verified accounts. A verified account means that WeChat recognizes that the account is official and shares high quality, creative content. When a brand’s account is verified, they can attract audiences by posting high-quality media content with audio messages, videos, photos and text for their fans and followers.

For example ‘Treelabs’, a Bluetooth speaker brand provides a daily playlist of songs from different countries. This way their community can listen to international music. Here’s a playlist for you.

WeChat music

Develop loyalty programs 

WeChat allows a company or a brand to convert their followers into members. A business can use a marketing strategy of creating loyalty programmes using geo-location services to locate consumers and offer promotions close to them.

There are three ways to market to consumers on WeChat:

  1. Offer a VIP card through the app
  2. Send promotions
  3. Give e-coupons that they can exchange in stores

Watsons, the largest personal care store in China opened an official WeChat channel. Chinese customers can purchase their products through the WeChat store. In China, the followers also have exclusive access to their services and receive discounts at the nearest Watson’s store by sending their location to the account.  Official Account ID: WatsonsMalaysia

Watson

020 via QR Codes

The companies looking to bring more followers and fans onto WeChat embed a QR Code linked to their account in as many places as they can. The moment someone scans the QR Code, they become a member and follows all the shared content.

Brands put QR Codes on their physical products and entice consumers to scan it with promotions, discounts, lucky draws, souvenirs or a WiFi pass.

Companies also feature their QR Code on their Weibo page or wall posts to grab attention.
For example, you can check the WeChat of the artist, Patrick the Chinese. Every day he publishes funny videos and stories

Wechat QR
Incentives

Through WeChat, you can communicate and advertise directly on smartphones apps. Businesses attract consumers with prizes, promotions or pictures and they will follow. Learn more about WeChat marketing.

Targeting specific communities also a good strategy. Here’s are the top 5 WeChat channels for Wine lovers. Give your new followers a gift that meets their specific likes and needs.

Websites

Another WeChat tool allows brands to create small websites to give followers a better brand experience. There are two interacting menus for marketing purposes; this helps one to better manage interaction with fans.

Examples of WeChat marketing campaigns:

McDonald’s campaign
Mac Donald WeChat
The international fast food company McDonald’s quickly understood the power of WeChat in their marketing strategy. They have been highly active on the network. They share fun and interactive content through the audio function. The brand also sponsored a contest asking people to record a ‘Big Mac Rap’. This inspired online fans because the campaign was fun and free. Engaging directly with consumers helps to improve the brand’s image and its e-reputation.

Burberry’s campaign
Burberry WeChat
Burberry is known as one of the most appreciated brands in China, they have used WeChat for the London runway show, audio commentary was offered by Chinese celebrities. They used WeChat for their London runway show, and audio commentary was given by Chinese celebrities. They sent a virtual plaque engraved with the names of all people who sent them a message. It was a way to make followers feel unique and to feel they have a relation with the brand they love. This is a way brands can develop loyalty.
WeChat has become a lucrative marketing platform with its plethora of different functions. Brands and companies can geo-localize potential consumers, categorize them, and target them effectively.

Want to know more ways to market your brand on WeChat? Check out my WeChat Business Guide.

Maximize Social Business

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WeChat blocks Uber. And this is only the beginning.

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Remember when I wrote — repeatedly— that there was absolutely zero chance Uber could win China?

That mega competitor Didi Kuaidi simply had too much of a lead and the only way Uber could make a dent in it was unsustainable — even for a company with $ 7 billion in capital raised? And that even if Uber chooses to lose $ 1 billion a year in China in subsidies — which it has admitted to investors it will — it still wouldn’t have a chance because Didi is backed by three of the biggest Asian corporates Tencent, Alibaba, and Softbank?

Softbank, remember, is also funding Uber rivals in India and Singapore, and Alibaba is also funding Lyft, and hence both have extra financial incentive to see Uber wounded in what will no doubt be the world’s largest ride sharing market.

And remember when I said that even if Uber was willing to run off a financial cliff in China and could somehow become the dominant player, the country itself would never allow Uber to win because China is not going to let a US company with ties to the state department control its major urban transportation grids?

Yeah, guess what…

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