The First of all, every marketer who wants to do marketing with WeChat needs a Chinese WeChat (Weixin) account. Even if I use WeChat as a synonym for Weixin on this blog.
In practice, Weixin and WeChat are not the same things. WeChat is the international version, running on its own servers, while Weixin is aimed solely at Chinese consumers. The difference between the two systems is controlled by the telephone number. International providers automatically receive WeChat based on their foreign telephone numbers. So if you want to sell directly on Weixin, you first need a Chinese telephone number. Marketers must know which version they are working with and which user group they can target.
WeChat Accounts: Three types of official accounts
Nearly 80 percent of all Chinese use Weixin/WeChat. This makes this social media platform number one in the Chinese market. No brand can afford not to have an account on WeChat. The accounts on WeChat are the basis for all marketing and sales campaigns, and thus the most important tool for reaching customers. Companies can choose between different accounts.
Subscriptions accounts are the entry point for marketers. They are mainly used for communication and are intended for updates. The main advantage of these “low level” accounts is easy handling. Articles or individual offers can be uploaded quickly and messages can be sent to contacts or groups. With each update, up to 8 articles can be published simultaneously, which makes the subscription accounts interesting for media agencies or companies that produce a lot of content. Influencers who operate as individuals are also bound to the Subscriptions accounts. The more extensive accounts are only available to registered companies.
The next higher account level is called a Service Account. They offer companies and organizations additional features. For example, they can include booking services, loyalty programs, and mini programs in their company presentation. WeChat also offers functions such as speach-text Conversion Services, location-based Services, and WeChat Pay. The service accounts focus on customer service and sales. The limitation of the service accounts is the limited number of updates. Companies are only allowed four updates per month and can publish a maximum of 8 articles. Users/subscribers are informed about the updates in a push message.
These features make the service accounts an ideal tool for companies to communicate with their customers on WeChat, sell, offer services and carry out money transactions.
The Corporate accounts are also called “Enterprise Accounts”. They are the premium version of the WeChat presence. Corporate accounts are used for internal communication within companies. They are not designed to communicate with external, i.e. customers or partners. In a certain sense, corporate accounts could also be understood as a mobile intranet. They serve to simplify communication between employees and to manage important corporate functions. Corporate accounts can be used, for example, to record working time or presence at the workplace. With WeChat, you can create workgroups whose members can send (encrypted) messages to each other.
Corporate accounts are closed communities whose users can only join the groups by invitation.
For marketing activities to attract customers or partners, you need either a subscription or a service account.
Basic functions of the official accounts
How can marketing be done with these various functions? To answer this question, let’s take a closer look at the marketing functions of WeChat. From a marketing perspective, WeChat is simply great. You will quickly understand why I think this social media platform is so great. The potential for marketers here seems enormous. For the basic functions continue reading here»