The latest mobile network tool, WeChat
– How it helps retails to engage Chinese fans
WeChat is the latest mobile network tool that many brands use to grow their China corporate business and retail status.
It is more than a Whatsapp. The additional social network option, ‘moments’ allow public sharing with similar functionality like Facebook. Brands have taken advantage of ‘public accounts’ to share through celebrities and influencers to reach out to their target audience.
WeChat allows sharing by invitation only, which seems somewhat restricted. However, its playful tools like ‘Shake’, ‘Message Bottle’ and ‘QR code’ combining with offline marketing effort, helps brand to mobilize fans. If these tools are being used effectively, the result could be worth the while since the number of users on WeChat is increasing rapidly.
There are a lot of opportunities for company who wants to promote and sell through WeChat. The chance of having a successful launch, pre-defined clear objectives and goals are necessary.
Within corporate account registration on WeChat, it has separated between two types of function, namely ‘Subscription’ and ‘Service’ account. Both require brands with China registered company. Either account provides more flexibility in communications with back office menu set up and traffic data reports.
‘Service Account’ allows brands like Sephora to establish direct sales channel on its existing WeChat without moving out of the platform. It is smooth and easy for transactions to take place. To establish this, there are requirements that company needs to fulfill besides being a registered China company.
With the growing list of shops, malls, group purchase channels on WeChat, there are many ways to further enhance brand’s presence even without an official account. Why is it important to establish a mobile presence in China in addition to desktop set up? 10 out of 9 young Chinese carry smart phone. News, information and online social activities take place on their mobile gadget. Chinese netizens trust comments through their social media network. Any brand wishes to establish a rapport with its target audience needs to be seen and found online and especially on mobile tools.
Bringing your social media mobile is no longer an option, but a requirement. WeChat is presently the best mobile network tool to penetrate into China market.