WeChat: an efficient tool to reach and engage with Chinese Customers

4 Reasons Why Your Brand Needs Chinese Social Media Platform WeChat

Since its release in 2011, WeChat has gone from strength to strength. Its mix of text messaging, hold-to-talk voice messaging, photo and video sharing has already attracted more than 400 million users. Companies who want to market their products or services are starting to include WeChat as a must-have promotional tool for their brand. Big companies like Nike, Coke and Gucci are beginning to do business on Weibo and gain new fans. So what do these brands see in WeChat? Why is it becoming so popular for business?

1) Real People, Real Connections

WeChat is built on real friendships and real connections. Users have the ability to add people near them who also use the app, but are more likely to add friends from their contact list than they are unfamiliar people. According to a web survey result of CNNIC (China Internet Network Information Center), the majority of people registering for the Chinese texting app used their own personal information. In WeChat, users add their friends from their mobile contacts or instant messaging platforms such as QQ.

Compared with the broadcasting nature of micro-blogging, WeChat has much more one-on-one communication that is targeted to individual users.

2) Direct, one-on-one engagement drives sales

WeChat offers open accounts for businesses to create a page for their brand. WeChat also offers a developer’s kit, which helps companies fully customize the look and feel of their brand’s presence on the platform. Businesses looking to speak one-on-one to target clients can build WeChat to work for them, and target clients can see how brands operate by interacting with them.

Case Study: Olay WeChat Official Account

Olay Skincare has been operating a WeChat for business account quite successfully. The company has set up its official WeChat account to automatically send users a welcome message when they add them, making the customer feel a personal connection with the brand.

WeChat users can receive a free membership to Olay, and can receive WeChat messages from Olay by connecting their mobile number with their account.

WeChat users connected with Olay are invited to do skin tests and order Olay products.

Similarly, many other international brands, like LeRoche-Posay, Benefit and Pond’s effectively promote their products, guide their customers and interact with Chinese customers on WeChat.

3) Effective online and offline promotion

Case Study:  Nature’s Bounty WeChat Official Account

Nature’s Bounty is an American brand of nutritional supplements, and its cross promotion with Wedding Expo is a typical example of bringing WeChat and offline promotional events together. During the period of Wedding Expo, the followers of Nature’s Bounty’s Official Account can get sample packages of Nature’s Bounty in its retail stores by simply showing staff a WeChat message.

4) An effective way for international brands to enter the Chinese market

Case Study: FernBaby Official WeChat Account

Fernbaby is a New Zealand brand of upmarket infant formula. Followers of Fernbaby’s official account can read tips on how to care for their babies, while people interested in the business side can find information about the brand.