Wechat and social media in China
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Presentation by Tulus Oy about WeChat and how it works.
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Wechat and social media in China
- 2. Social Media in China • Social Media is exploding worldwide • China is leading the way • Purchasing decisions are greatly influenced by Social Media in China Givenchy hand bag Worth ～2000 €
- 3. WeChat – one APP for all!
- 4. WeChat in China 90+minutes Everyday, 50% of users use WeChat for 30%Of all time spent on mobile in China is on WeChat 1 billion Monthly active users (Tencent 2018Q1 reports) 3.5 million Monthly active official accounts 600million Monthly active mobile payment users Over 700,000articles published per day 797 million Official account users WeChat accounted for 34% of the total data traffic of users is the No. 1 reasonusers follow an official account Getting news and information
- 5. What businesses use WeChat for? • Branding communication • E-Commerce • Customer service • Database building • Recruitment • Business development: e.g. enable potential buyers to use mobile e-commerce interface to check out its products or process, which used to be organized in a sales meeting
- 6. • It’s an interface a company use to send out push notifications and communicate with it’s users, and redirect them to a website or e-commerce. WeChat Official Accounts
- 7. Series of stories in one post H5 slideshowVideos embedded into the story Conduct a survey Direct dialogue with your customer The types of posts
- 8. 1) Service account help your users access your organization’s online services • 4 posts per month (may include multiple messages in one post) • Offers more advanced features, such as mobile payment and interactive menus • Listed among user’s personal contacts 2) Subscription account can broadcast messages and articles to readers • Can publish daily • Content is the core services to the customers. • Used often by media, fashion accounts and bloggers to keep their fans up to date • Found under a different tab, so users have to actively check for content WeChat Official Accounts types
- 9. • Initially launched in the beginning of 2017 • Sub-applications within the WeChat ecosystem • Provide advanced features to users WeChat Mini-Programs
- 11. WeChat Mini-Programs have been booming December 2017 data Source: CAICT WeChat Economic and Social Impact Report 2017, WALKTHECHAT 580k Mini-programs 1 million Developers 170 million Daily active users
- 12. Shared directly with friend or group of friends Follow us! 退房 火藥桶> Text Link to H5 slide show Welcome Menu Follower < > Web link WeChat Store Allows new people to follow Moments Fans Target customer scans the QR Company account 圖盧斯有助於實 現目標。 www. How does it work?
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Editor's Notes
- These days, almost everyone is influenced by social media in some way, and China is no exception, and probably even more so, according to one of Mckinsey’s report on China’s social-media boom, China has the world’s most active social-media users. In the same report, it found that these social-media has much greater influence on purchasing decisions for Chinese consumers than any other country in the world. That explains the mind blowing stories of: last year, Fashion blogger sold 100 Mini Cooper on WeChat in 5 Minutes, and Givenchy sold 1.2 million’s worth of bags on WeChat in just 12 minutes.
- The goal of WeChat is to address every aspect of its users’ lives: Communication, Connection, and Commerce And they’ve achieved all, as users discribe: “WeChat is in all parts of my life” “I use it from morning to night, mainly the chat and payment functions, but also to see how my friends are doing.” “I use it to order food, call a taxi, buy movies and train tickets and pay my utility bills. I also follow the official accounts of other companies that are in the same industry as mine.” “Honestly, I have no idea how many times I use it each day because it is integrated into my life. There is no other app that is as widely used by all my friends.” “University teachers all sent documents from lectures via WeChat. Every time I networked with local people they always asked me for my WeChat ID. Even promotions from restaurants… I quickly found out that WeChat was a necessity in China.” “It’s only one app, but it covers everything. Most importantly, it’s fast,” (Source: One APP to Rull Them All, ING.com, 2017)
- Sany Heavy Industry is a Chinese multinational heavy machinery manufacturing company, which is the first in its industry in China to enter the FT Global 500 and the Fobes Global 2000. Sany uses WeChat to develop business by utilising a B2C typical approach.
- So, with all these wonderful functions within WeChat, from where to start?
- Once an official account is registered, beside using all those different posts to communicate with your audiance, provide services to your customers or building your database, you could also utilize a new function provided by WeChat recently: the WeChat Mini-Programs Mini Programs are sub-applications within the ecosystem of WeChat. Users can access any possible web-App through the browser after scanning a QR code or performing a direct search. They enable to provide advanced features to users such as e-commerce, task management, coupons, unlock mobile bikes, bus time checker etc. WeChat also provides a function of ‘Mini Programs Nearby,’ assisting users to explore more Mini Programs based on their locations. WeChat mini program maintains a conversion rate higher than that of WeChat’s previously available marketing channels.