THE RETAIL BULLETIN - The home of retail news
HOME
Department Stores
Electricals
Entertainment
Fashion
Food & Drink
General Merchandise
Health & Beauty
Home & DIY
Interviews
Property
Shopping Centres & Retail Parks
Sports & Leisure
RETAIL INSIGHTS
RETAIL SOLUTIONS
Omnichannel Futures Conference 2020
Online Conversion Summit 2020
Future of Retail Marketing 2020
The HR Summit 2020
AI in Retail Conference 2020
ABOUT
CONTACT
SUBSCRIBE FOR FREE
The benefits of WeChat for international businesses

WeChat is a great marketing tool to use if your business is targeting China, the main reason being that it has 768 million daily active users…. View Article

GENERAL MERCHANDISE

The benefits of WeChat for international businesses

WeChat is a great marketing tool to use if your business is targeting China, the main reason being that it has 768 million daily active users.

It is the biggest social network in the country, a platform offering a myriad of features, and it can be described as a lifestyle app. With its wide range of services, however, the platform can look daunting to non-Chinese companies. For an introduction to tackling this outstanding platform from a marketing perspective, read on!

Lead creation

WeChat works especially well when it comes to the generation of leads, having functions designed to help businesses reach the right audiences; for instance, it’s popular for businesses to provide Wi-Fi for users asking them to follow the business’ account in return. Having said this, businesses sometimes make the mistake of creating an account on WeChat and remaining inactive on it, hoping that it will do the job by itself. Part of the reason for being on WeChat is to spark a conversation between companies and their customers: if users are not getting what they need from the accounts they are following, they will delete them. It is very important therefore to cater for users’ interests and needs on your account, and make sure that you make the most of the opportunities it offers.

It’s all about content and advertising

WeChat is a powerful platform for content publishing: most of WeChat’s users read content on the platform in one format or another at some point during the day. Official accounts on WeChat can suggest content to followers, but this should be done carefully: if the content is irrelevant for the users, they may stop interacting with the brand. Verified users can also gain access to WeChat’s advertising platform, which can be used to promote the account, the company website or the business app; the platform also has the option for you to choose where your ads will appear.

Payments

Within the WeChat app, you can also complete online transactions, and this is in fact one of the most popular mobile payment methods in China. This is probably due to the fact that it is very convenient and widely available, currently accepting as many as nine currencies.

The technicalities of having a WeChat account

You will only be able to use WeChat to target China if you are a business registered there, setting up a domestic account. Foreign businesses will be able to set up an overseas account, but Chinese users will not be able to follow it. However, there are some official overseas partners of WeChat which can assist overseas businesses in opening official accounts in China.

When it comes to business marketing use, there are two types of accounts on WeChat: the subscriptions account and the service account. You cannot change the account type you go for, so choose wisely; having said this, you have the option to open multiple accounts. Once you have opened your account, you will need to complete an account profile and customise it. Be patient, it takes time to build a customer user base for your account, but it will happen! In China, adding a QR code to all of your company online material is a very effective way to attract followers. Moreover, don’t forget about advertising, which is available for all domestic accounts.

It is not enough to build a good base of followers, however: you need to retain them by making sure that you provide new content regularly which is helpful to your audience, as well as making the most out of customisation. Make use of WeChat’s basic analytics, and retarget your followers through segmentation.

The marketing options that WeChat offers are seemingly endless, and this is an ever-expanding platform! If your business needs to target the Chinese audience, it is a no brainer that it should have a WeChat account. To find out more about its potential, read our in-depth guide on WeChat for business HERE!

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, 22 Duchess Mews, London W1G 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Online Conversion Summit 2020
Online Conversion Summit 2020
April 30 2020
The Hallam Conference Centre, London W1W 6JJ
The Retail Bulletin Online Conversion Summit 2020 Partnered by IMRG
Future of Retail Marketing 2020
Future of Retail Marketing 2020
9 June 2020
Hallam Conference Centre, 44 Hallam St, London W1W 6JJ
The Future of Retail Marketing for Customer Engagement
The HR Summit 2020
The HR Summit 2020
1 October 2020
Hallam Conference Centre, London W1W 6JJ
Company values, collaboration with employees and driving a major HR transformation to create a truly omnichannel experience, need to be at the heart of the organisation's culture and brand
AI in Retail Conference 2020
AI in Retail Conference 2020
14 October 2020
Hallam Conference Center, 44 Hallam Street, London W1W 6JJ
CONFERENCE AIMED AT RETAILERS WORKING IN MARKETING, IT, DIGITAL, DATA AND TECHNOLOGY