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We know, you know: China is a rapidly growing consumer market. With more and more Australian companies now wanting to consider marketing, branding and communication that is relevant to Chinese consumers, we are pleased to introduce you to the king of Chinese social media: WeChat.

What is it?

Launched in 2011, WeChat now has 600 million monthly active users worldwide and is one of the fastest growing social media platforms worldwide. Half of its users open it more than 10 times a day.

Whoa! You say. Is it really that big? Yes, it is.

WeChat holds the number one position in growth rate against other social networks in the majority of Asia Pacific markets, including India, Indonesia, Malaysia and the Philippines.

If you haven’t looked at WeChat, it is time to reckon with this major global force in the world of social networking. It is undoubtedly the most powerful mobile app in China today and is fast becoming one of the world’s most powerful too.

Since its debut, WeChat has quickly evolved from a relatively simple chat app to a multilevel platform that holds a lot of promise for marketers on a global scale. By releasing its APIs to third party developers, WeChat has spawned the entire ecosystem of integrated apps, providing functionalities such as customer support, booking systems and banking apps, all operating within the platform.

Who’s on it?

Notable Western brands that have had success on WeChat include Starbucks, Nike, Adidas, Coca Cola, McDonalds, Olay and BMW. Notable Australian brands which have service accounts include Bellamy’s Organic (ID: BellamysOrganicAU) and Blackmores (ID: BLACKMORES1930).

Is it like Facebook?

In a way, yes. But WeChat offers users a much more personalised experience.

Imagine this: your customer can make enquiries, talk to a customer service rep, buy products from your WeChat store and complete a transaction without ever leaving the platform.

In other words: no distractions. That is a huge advantage for brands in a world of short attention spans.

Should I get on it?

Ask yourself: is the Chinese community (either in Australia or China) part of your target market?

If you answered YES or I DON’T KNOW, the team at Baker Marketing is ready to help you with strategic planning and digital marketing consultancy.

 

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