Within WeChat exist different models to integrate E‑Commerce. This is very useful, especially regarding the functions of WeChat Pay. Let’s have a quick view on how E‑Commerce is integrated on WeChat.
WeChat is China’s largest marketing platform. Nevertheless Advertisement on WeChat is a bit special. Since the Chinese consumer market is very young in two respects (consumers are young, but the mass market is only a few years old), Chinese consumers react to advertisements twice as often as in a global comparison.
Influencers on WeChat
Influencers (named Key Opinion Leader (KOLs) in China) have a high priority in the Chinese market. Their main task is to promote “official accounts”, content or campaigns. Influencers are characterized by their own followers, therefore, influencers can have a big impact on brand awareness, the acquisition of new followers and the credibility and authenticity of a brand.
The best chance to sell WeChat on a large scale is by using promotions. Even if the launch of a campaign is not possible in WeChat itself, the articles and interactive special offers or giveaways can be used to attract customers.
What are the best content strategies on WeChat? The success of an account depends on how well the content reaches the hearts of the users. WeChat articles are generally longer and more informative than posts on other social media channels. Potential customers are interested in content that is useful to them, informative and delivers content worth sharing. But Chinese people also like to read emotional texts. Other texts fall into the categories hot topics, news, and special offers.
It is important for brands (individuals or companies) to communicate with their customers via content. Content is the new currency for customer acquisition on the Internet, customers want to inform themselves before they buy something. They want to know what advantages and disadvantages the products offer them, but most of all they want to know how the offered products solve their problems or make their wish come true.