HOW TO ENTER THE MARKET OF HALF A BILLION CHINESE ONLINE MOBILE SHOPPERS

Original Post from LinkedIn Pulse by Alvina Kwok Nov 1, 2016

China is on your map for global market expansion?

If so, there’s no reason to overlook the business opportunities you can achieve from investing your advertising dollars in the top Chinese social media channels. According to eMarketer, nearly half of $505 billion China’s e-commerce sales are made from mobile devices. Among the 680 million mobile users, 90% is actively using social media to share brand experience and buy products online.

Mobile-based social media channel such WeChat (Weixin in China), Qzone, Weibo may be your keys to unlock the market entry door to the Chinese buyers and consumers.

wechat-advertising-for-china-market-entry

It is important to take into account that online media which we can access in the rest of world like Facebook, Twitter, Instagram, Google are blocked in China, except LinkedIn. Therefore, be sure to understand the social media that are permitted by the Chinese government.

ENTER THE NEW MARKET IN CHINA WITH SOCIAL MEDIA

Stepping into the online media marketplace in a foreign country can be daunting. Think about the milestone you have made on Facebook or Twitter, and, how you have set your goals to build your brand’s community. The No. 1 step, really, is to create a Brand Page where the potential audience has a place to Like, Share, Learn and Respond to your messages.

Chinese mobile shoppers are not only looking for brand updates, product info or to chat about their experiences; they are ready to make a purchase on their mobile device. Social media in China such as Wechat has made it convenient to take shoppers to the final touch point by integrating Wechat Wallet and Wechat Shop within the platform.  This has made social media channels in China so powerful for business opportunities.

( Have fun reading this: How to use Wechat Wallet during your trip in China )

SETUP YOUR OFFICIAL ACCOUNT TO CONNECT YOUR BRAND IN CHINA

Wechat (Weixin in Chinese) is a fast-developing social media platform. It has reported 806 million active monthly users, making it the most popular social media among Sina Weibo, BaiduTieba, RenRen, Douban. Currently, there are 700+ brands using Wechat official accounts as the social media channel to gain traction with the targeted audience. Having an official account allows a brand to push content, news feed to its subscribers (followers) and interact with them.

TWO TYPES OF OFFICIAL ACCOUNT YOU SHOULD KNOW:

Subscription Account: provide a broadcast channel for media and individuals and for interactions with subscribers. The intended audience is individuals, media, enterprises, government, or other organizations.

Service Account: provide more powerful business service and user management capabilities for enterprises and organizations, to help enterprises quickly implement a brand official account with service features.

Features and permissions:

  • wechat-ad-exampleSubscription account gets to broadcast 1 message everyday. Subscribers (followers) will see the updated message in the Subscription Account section. If your goal is to communicate with audience on news updates, Subscription Account may serve the purpose.

 

  • Service account can broadcast 4 messages every month. Subscribers (followers) will see the push notifications in the friends’ Chats screen. Service account has more functional features such as Wechat payment app and advanced APIs. This is a better choice if your goal is to trigger actions, i.e. shop now, offer sign up, download app, learn more etc…

( Keep up with the latest releases and updates at Wechat Chatterbox . )

Next Step with Social Media in China? Reach your audience by social media advertising with audience targeting. Chat with media professionals and your agency partners that understand the new Chinese consumer habits.

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