WeChat is a Chinese leading social media tool, integrating many functions of some other social networks such as what’s up app, Instagram, Apple pay and eBay. People can use this social media not only to chat, to share useful information with friends and closed relationships, to play virtual games, to track their fitness goals and make short videos, but also to shop “on online” and pay for goods and food by WeChat Pay and WeChat Wallet. Expect that, users can use WeChat to book taxis, flights, cinema and interesting places tickets, restaurants’ seats and make appointments with doctors.
Nowadays, WeChat has covered many countries around the world such as the mainland China (including Hong Kong, Taiwan and Macau), United Stated, South Africa, India, Indonesia, Malaysia and Thailand. WeChat also has possessed a big group of users. About 1.082 billion users communicate actively on WeChat per month in which the majority is Chinese who occupy 90% of all, over 1 million users are Australia and 5 million users live in South Africa. The application also has entered in the U.K. market by a rapid growing rate. Furthermore, the tool can support above 20 languages now and the using number of the tool will increase in the future.
In mainland China, WeChat is a powerful marketing tool, which possesses a more powerful influence than the other social media tools because there is no access to What’s up, Facebook, Twitter and Instagram in China. So, if your company desires to raise the brand awareness in Chinese people’s mind or want to enter the China market, the most effective and direct way is building up a WeChat account and using this tool to engage with Chinese-speaking customers.
WeChat marketing is a model of Viral Marketing which not only has the sharing of information associated with marketing mix between the friends, colleagues and close relationships but also rely on the social media tools to gather and exchange the customers information. So, WeChat marketing can help marketers to communicate with customers, to build a database of customers who have consumed and who have huge possibilities to consume and to gather the feedback. Nowadays, some organisations from the big-size and middle-size to vendors has got their databases by the tool and has expand their business circles by these clients in the databases. For example, when some special Chinese festivals will arrive, the saleswomen of a clothing brand will send the promotion information to customers and encourage them to bring their friends or family members to purchase the goods in the store. In 2016, the sales produced by WeChat was ADU$34.85 billion. In addition, there is a new career position named “DaiGou” having become popular in China. “DaiGou” is similar as the agency—the people who has lived in a foreign country often purchases the local products from the country and sells the goods to her Chinese customers who is living in China now. The delivery is by the post and the transaction is by the WeChat pay. The majority of the products sold was the luxury brand goods such as Channel, Dior, Hermes, LV and Prada because the prices of these commodities in China are much higher than them in the other countries. So, the WeChat market is a big and potential market, and the WeChat marketing is still a useful method to help the organisations to finished sales quota.
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This is a really interesting overview of WeChat. It is clearly a really important platform in China.
Perhaps it is worth thinking about what a good takeaway would be for the reader. In this case we know wechat is worth paying attention to, but do you have a good example about when it was used and how it may differ from other platforms?
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Hi Luke, WeChat is a tool which can be used everywhere. For instance, if we want to catch public bus, we can open users’ own QR Code from WeChat and use the machine installed on the bus to scan the QR Code; If we want to buy lunch or buy vegetables in supermarket and free market, we can use payment function on WeChat to purchase every goods. now, If people want to go outside, mobile and WeChat are enough for users, so they do not need to carry the wallet. Payment capability is the main feature on the app, expect that,WeChat account link automatically to other applications installed, so people need not apply a new account in the new app and users can use WeChat Account to become the account of other platforms. WeChat platform manage users seriously, so people must use the real name and real mobile phone to register.
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It is undeniable that WeChat is the newest hottest social app, and it has commercial value. Especially for the development of micro-business, many people rely on WeChat friends to make a profit. In addition, WeChat has evolved into a social media platform that has evolved from an early circle of friends and relatives into a circle that adds networking and business value. But as far as I am concerned, I am not very optimistic about his future business value. Micro-commercial business to make fake goods, selling fake goods. Many fake messages flowed from WeChat. At the same time, people are very disgusted with the business model on WeChat. So, I think that it is a platform to expand the circle of communication, But it is not a platform for commercial.
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During my studies of various subjects someone mentioned a book about marketing and customer service and that everything should be aimed at making it easier for the customer. (What a good idea!) That’s what I get out of your article about WeChat. What a great app. It does everything: Social networking, pay, marketing. In China it seems the consumer is not faced with the endless choice those in the West face: WhatsApp, Facebook, Pinterest, Twitter, Instagram…. the list goes on. There is just one app. It does everything and it seems if you want to be on social media in China, you’re on WeChat. Is there any advantage for marketers to have the plethora of choice that we have in the West?
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