HOW TO REACH OUT TO CHINESE EFFECTIVELY

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Consumers engagement pattern has caused a major marketing shift in recent years. Social media has outgrown many marketing channels and Chinese embrace it most compare to their fellow users around the world.

Just which social media platform will have fastest results in China marketing? If you are thinking of WeChat, you might have to think twice.

WeChat with over 800 million Monthly Active Users (MAU), is now the most popular tool that marketers think highly upon. No doubt, its multi-tasking ability and user-friendly structure greatly influence consumers’ life. It is a good brand-building channel, but definitely not the fastest outreach tool you expect it to be. A quick engagement outcome is a result of several concoctions and WeChat is where direct communication with fans take place.

Compare to WeChat, Weibo has ‘merely’ 269 Million MAU, but promotion results without advertising, Weibo scores high. This Twitter simulated platform could easily capture 6-figure impressions and above in any campaign, if it is being properly delivered.

Needless to say, media buy could now provide pretty accurate target audience data with quick results, measurable KPI and enable ROI calculation. If cost is not an issue, this is definitely the fast way to reach out to Chinese audience. However, it cannot do without the help of a landing point, which is the social media platform.

Without advertising, WeChat and Weibo combined effort could still reach KPI, but with longer lead-time and it is not impossible.

All marketing tools are inter-related as consumers are more complex than we think. The traditional marketing funnel system no longer applies. Integrated engagement effort does. In other words, you have to be on multi channels at all level of your marketing outreach effort. Ultimately, content is still the king.

The best solution is to start with on solid ground. Establish a quality Weibo and WeChat platform. A good campaign strategy combine with media buy and social media channels would be the most effective marketing strategy.

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WeChat Accounts Usage

With consolidated functions of Whatsapp, Instagram, Facebook, LINE, combined with CRM, Retail, e-Commerce and transaction possibilities, WeChat is now the major social media platform in China, taking over Weibo.

In 2015, over 569 Million active daily users were recorded. Its spiral value is unquestionable. WeChat plays an influential role in China marketing scene. Brands like Coach, Ctrip, Bloomberg, celebrity bloggers, lifestyle brands and enterprises embrace it and more are joining this platform.

If you are expanding into China market, here are the three WeChat accounts you need to know: SUBSCRIPTION     SERVICE   CORPORATE

WeChat Subscription Account (订阅号 ding yue hao)

Subscription account is what most brands or bloggers will use. It is ideal for Magazine, journals, bloggers with high content sharing frequencies.

Besides its daily content upload quota (up to max 8 individual feeds per upload), it allows menu set up and linkage that private does not provide.

Menu is a helpful tool to enable followers to orientate themselves on your WeChat platform and understand what it is all about.

Some successful WeChat bloggers have been able to reach out to as high as 100’000 readers and thousands of shares per feed.

Specialist tips: Although daily feed is allowed, content quality is the key

WeChat Service Account (服务号 fu wu hao)

Service account does not confine itself with 4 times per month upload. In fact, the flexibility of third party APP linkage enables account holder to set up CRM, e-Voucher, lucky draw, LBS, payment functions. An ideal e-commerce platform with minimal investment.

Besides own e-shop, retailers have the option to open JD retail platform linkage on its Service account (prominent competitor to Taobao, TMall), giving them additional retail opportunity.

Brands with own APP will use WeChat as its base platform and link the APP onto WeChat. It further shows how important it is to be on WeChat as it is the most convenient platform for Chinese consumers.

Specialist tips: WeChat Wallet payment does not link to Alipay, but runs with its own system.

WeChat Corporate account (号 qi ye hao)

This is a newly add-on account type in 2016 and it is limited to corporate internal usage.

We will keep a watchful eye on Tencent B2B development. Perhaps very soon, we will see a ‘Social Sprout’ platform in China.

Specialist tips: WeChat account registered by non-China firm cannot be read in China. If you are promoting your brand in China, this is a crucial step. Send us a note, perhaps we could assist.