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The WeChat Story

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A presentation about China's popular chat app WeChat, given at the eTrade Summit in Brussels, Belgium on the 2nd of October 2014.
In this presentation I discussed the 3 phases WeChat's development went through (chat app, social medium, m-commerce) and give various examples of business use and integrations with 3rd parties.

A slidecast with (Dutch) audio of this presentation can be found in the Media > Video section at www.chinatalk.nl

Published in: Marketing
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The WeChat Story

  1. 1. The WeChat StoryThe WeChat StoryThe WeChat StoryThe WeChat StoryThe WeChat StoryThe WeChat StoryThe WeChat StoryThe WeChat Story October 2nd 2014, eTrade Summit, Brussels Ed Sander, ChinaTalk October 2nd 2014, eTrade Summit, Brussels Ed Sander, ChinaTalk
  2. 2. Ed Sander
  3. 3. 1 WECHAT’S THREE PHASES INTEGRATION BUSINESS OPPORTUNITIES 2 3
  4. 4. Phase 1: The Chat App
  5. 5. Copy & Improve
  6. 6. WeChat: Chats
  7. 7. WeChat Voice Messaging
  8. 8. PHASE 2: GOING SOCIAL
  9. 9. Discover, Moments, Shake
  10. 10. Drift Bottle, People Nearby, Voice & Video Call
  11. 11. WeChat Games
  12. 12. Stickers
  13. 13. Subscription Accounts
  14. 14. Subscription Account CMS Segment
  15. 15. Subscription Account CMS
  16. 16. WeChat: Service Account
  17. 17. Subscription vs Service
  18. 18. Subscription vs Service Subscription AccountSubscription AccountSubscription AccountSubscription Account • Available for individuals. • 1 message per day. • In subscription account folder: no push notifcation. • No WeChat payment support. • Auto-response based on words. • Mainly useful for pushing lots of content. Service AccountService AccountService AccountService Account • Only available for organisations. • 4 messages per month. • In users chat window: push notifcation. • WeChat payment support. • Programmable responses. • Useful for advanced (WeChat) functionalities & CRM. iOs, Android or WeChat?
  19. 19. PHASE 3: M-COMMERCE
  20. 20. WeChat Payment
  21. 21. Linking a Bank Card
  22. 22. Transfer
  23. 23. Quick Payment
  24. 24. Wallet
  25. 25. WeChat Payment (Pacific Coffee)
  26. 26. Hong Bao
  27. 27. Taxi booking
  28. 28. WeChat: Vending Machines
  29. 29. Special Offers (Jingdong)
  30. 30. Group Buying (Dianping)
  31. 31. WeChat: Streetview
  32. 32. WeChat: Location Based
  33. 33. WeChat: Scanner
  34. 34. Scanner Translater
  35. 35. WeChat: QR Code Shops
  36. 36. WeChat Stores (Weixin Xiao Dian)
  37. 37. WeChat Stores Requirements • Service Account. • Therefore, a business first needs to be verified by Tencent (verification cost 300 RMB). • Payment through WeChat Payment. • 20,000 RMB deposit fee. • No additional service charge on usage of the feature itself. • Currently only available to Chinese business entities. • WeChat Payment only usable for domestic WeChat users physically located in China. • Conclusion: more Tmall than Taobao.
  38. 38. Popular Functions
  39. 39. Personal vs Moments
  40. 40. INTEGRATIONSINTEGRATIONSINTEGRATIONSINTEGRATIONS
  41. 41. Weishi
  42. 42. StoryCam
  43. 43. Wearables
  44. 44. Welomo Picture Printer
  45. 45. Giftpas
  46. 46. Chu Men Wen Wen
  47. 47. Expected: 58.com
  48. 48. Integration Areas • Restaurants – food ordering, payments, and calling staff to your table • Hotels – booking rooms, payments, chatting with reception, digital keys, and in-room shopping • Transportation – ticketing, choosing seats, CRM • Schools – paying tuition fees, managing students, digital ID passes • Hospitals – appointment scheduling, queue tracking, digital prescriptions and reports • Brick-and-mortar stores – digital membership cards, managing members, payments, CRM, and marketing • Delivery – taking orders, payments, and tracking parcels • Tourism – ticketing, attraction notifications, CRM
  49. 49. BUSINESS OPPORTUNITIESBUSINESS OPPORTUNITIESBUSINESS OPPORTUNITIESBUSINESS OPPORTUNITIES
  50. 50. • Subscription Account • Service Account • WeChat Shops • Plus …
  51. 51. CPC Advertising
  52. 52. Advertising • Verified subscription or service account. • Text link ads. • Still banners: 582px and height of 166px, no bigger than 50K, linking to external website. • Directs to WeChat page or external URL. • Wechat Official Accounts Advertising Platform publisher (sharing ad revenue): minimum number of following users is 50,000.
  53. 53. Contact Ed Sander ( 徳) E-mail: ed@chinatalk.nl Website: www.chinatalk.nl Phone: +31 6 51 214 206 Twitter: @EdSander WeChat: edsander Linkedin: nl.linkedin.com/in/edsander/ Download gratis e-book op chinatalk.nl

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