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EMBRACE WECHAT
MARKETING
CHRISTINA XU // China Marketing Corp
@christinaxucmc
About Me
•Chinese expat
•Leeds based
•Startup
•Specialised in the China market
China Marketing Corp®
WHAT IS WECHAT?
You Chat + I Chat =
WeChat
A Super App
How People Use WeChat
China Marketing Corp®
Source: The Next Web
WeChat Business Accounts
China Marketing Corp®
Subscription Service
WeChat
Work
Mini
Program
Mini Program
China Marketing Corp® Source: Abacus
App inside of
an App
WHY IS IT IMPORTANT ?
China Marketing Corp®
Source: China Social Media
Landscape 2018,Kantar Media
792 Million
Instant
Messaging
Users
WeChat Stats
China Marketing Corp®
1billion
active
users
45
billion
texts
410
million
calls
WeChat Stats
China Marketing Corp®
x 4.7 x 6.3 x 2.9x 1.7
WeChat Facts
China Marketing Corp®
China Marketing Corp® Source: China Social Media Landscape 2018, Kantar Media
Key Functions
China Marketing Corp®
Communication
Connection
Most Popular Social Media
China Marketing Corp®
85.80%
67.80%
37.10%
7.60%
8.10%
7.00%
2.80%
87.30%
64.40%
40.90%
14.60%
12.80%
8.80%
3.60%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
WECHAT
QQ
SINA WEIBO
ZHIHU
DOUBAN
TIANYA
LINKEDIN
2017 2016
Source: The 41st China Statistical Report on Internet Development, CNNIC
87.3%
WeChat +Content = Share
China Marketing Corp®
53.90%
47.00%
33.70%
13.50%
10.40%
8.20%
3%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
WECHAT MOMENTS
WECHAT FRIENDS
WECHAT GROUPS
QQ GROUP /FRIENDS
QZONE
WEIBO
OTHERS
Source: Penguin Intelligence
Benefits?
China Marketing Corp®
The Benefits
China Marketing Corp®
Expose Engage ShareData
China Marketing Corp®
Misconceptions
China Marketing Corp®
Chinese
Only
No
Tracking
Can’t
Follow
We Tested
Scan and see it yourself
China Marketing Corp®
HOW TO USE WECHAT
WeChat Marketing Strategy
Presence Community Engage
China Marketing Corp®
How to Start
China Marketing Corp®
Account Registration
Account Verification
Advertising and Organic
Organic Growth
CRM
Payment
Solution
Lead
Gen
Mobile
Site
CMS
Customer
Service
The Content Get Shared
•Format
•Content
•Convenience
GET SHARED
Easy to use
Interactive
Interesting
China Marketing Corp®
Customised Menu
Auto Reply
•Friendly
•Relevant
•Immediate
Customer Service
•Assign multiple customer
service agents to response
to your customers more
promptly.
•Designated customers
service chat function
online.
Analytics
WeChat KPIs
China Marketing Corp®
Follows Engage Sales
WeChat Benchmark
China Marketing Corp®
1-3% 3% ¥30-40
Stand Alone
Or …
WeChat Ad Formats
China Marketing Corp®
Megacities
City Tiers
China Marketing Corp®
Tier 1 Tier 2 Tier 3
Targeting Options
China Marketing Corp®
People Network SystemLabels
HTML5 Campaign Example
China Marketing Corp®
HTML5 Campaign Examples
Scan the QR code to
view more HTML5
creatives online.
China Marketing Corp®
GET IN TOUCH !

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Embrace WeChat Marketing