What is WeChat and how can you use it to market your brand in China to an audience of 1 billion monthly active users. Get your brand positioned for the next growth spurt happening in China. Slides include data on the Chinese social media market and why it's imperative to get a presence going on WeChat.

1. WeChat:
How to market in
China
Jay Kannaiyan
Chief Growth Officer @ Kaiterra
jay@kaiterra.com

2. Jay Kannaiyan
Entrepreneur
Air Quality Nerd with Kaiterra
Adventurer
Leading motorcycle trips with Jammin Global
Design Engineer
Cell phone development with Motorola

4. China Urban Disposable Income
Doubling
Every
Decade!

5. China’s Internet
Landscape
Baidu → Search
Alibaba → E-commerce
Tencent → Social Media

6. China Digital Consumer Trends
Source: Nielsen

7. BANNED IN CHINA

8. Source: Nielsen

9. Source: Nielsen

10. WeChat
Messaging
Like FB Messenger, WhatsApp, Skype
Social Media, Gaming
Like Twitter, Facebook, Instagram
Shopping
Like Amazon
Payments
Like Venmo, ApplePay
Brand Interaction
Like websites, microsites

11. Numbers
980 Million
Monthly Active Users
902 Million
Daily Active Users
450 Million
Users that spend 90 mins/day
200 Million
Users of WeChat Payments
14 Million
Corporate Accounts

14. WeChat Marketing
Official Accounts
● Build a following with
campaigns and market
directly
● Provide customer service
(like twitter)
● Drive traffic to your
website
E-Commerce
● Build WeChat Store
● Integrate WeChat into
your existing mobile app
for payment

15. Types of Official Accounts
Subscription
● Get 3 tabs on account
page, can link externally
● Get to push 1 content per
day
● But all subscription
accounts are grouped in
one chat tab
Service
● Get sub-menus on account
page
● Appears as regular chat,
easier to see
● But can only push 4
content per month
● Real time push notification

16. Use of Official Accounts
Subscription
● Deliver high quality
content
● Give to the consumer
Service
● Run promotions
● Take, drop a hook
● Customer Service

17. 3 Ways to Promote on WeChat
Moments Ads
● Appears as content in Moments feed
● Can’t link out, can only link to a page hosted by Tencent
● User needs 500 friends then ad is shown
● Targeting is very basic compared to FB
● Paid by impressions, not clicks
● RMB 50,000 ($7,800) minimum for a campaign

18. 3 Ways to Promote on WeChat
Banner Ads
● Appears at bottom of
official accounts
● Need $20K to $75K for a
campaign

19. 3 Ways to Promote on WeChat
Key Opinion Leaders (Influencers)
● Display banner ads on KOL accounts
● Paid product reviews
● Paid articles about your brand
● Directly negotiate deal, $50 to $50,000
● Find influencers: newrank.cn, wemedia.cn

20. 3 Ways to get an Official Account
Online Registration with Tencent
● https://apply.wechat.com
● Need official overseas company registration documents
● Need to write a proposal why you are applying, then Tencent will
decide, takes 2-3 months, costs $1100 first year, then $120/yr
● Full control of account by foreign entity

21. 3 Ways to get an Official Account
Register a Local Company in China
● https://mp.weixin.qq.com/?lang=en_US
● Register a domestic Chinese subsidiary
● Setup local bank account
● Get a national ID card of a Chinese citizen
● Full control of account by foreign entity, long term investment

22. 3 Ways to get an Official Account
Use 3rd Party Chinese Company License
● Quick to setup, about a week
● Costs about $500/year
● Account in control of local Chinese company
● This is a loophole since local Chinese company can have up to 25
official accounts, which they lease to foreign companies

23. Questions?
Get in touch:
jay@kaiterra.com
Ph: 757-952-6646