Introduction to WeChat

An ecosystem disguised as an app

What is WeChat

Indispensable socialmedia networking app

connected to many facets of daily life

*WeChat is NOT a copycat of

570M daily userbaseis larger than America’s

population by 50%

MUST HAVE APP

in China

73M+ Business/Media accounts reaching out

to 80% of WeChat users

Source: Tencent 15Q3 Results, WeChat Official

WhatsApp Facebook LINE Sina Weibo

It is everything and more.

WeChat’s ambition is to connect PEOPLE to EVERYTHING

Information

• Actively search information• Passively receive information

from accounts you subscribe to• Discover interests and trends

People

• Daily communications/chat• Make new friends• Social networking

Service

• Utility features like eCommerce and online booking

• Built-in wallet and financial services

• Enterprise management• Infinite possibilities based on

APIs and web-apps

*Tencent has developed/invested/made strategic partnerships with many Internet companies (e.g. Didi taxi) for access to their data, which has made WeChat into an operating system for your life.

A Chinese netizen can LIVE ONLY WITHWECHATfrom the moment he wakes till it’s time to sleep

Let’s experience the power of WeChat throughA DAY AS A USER and see examples of how

brands connect with users.

Start a new day

07:00 23:00

Off to work Mid-day break Off Duty Leisure Bedtime

These are not BETA use cases.

Start a new day Off to work Mid-day break Off Duty Leisure Bedtime

*View demo video on Youtube

Getting Ready出⻔问问 (a mobile intelligence voice search company) uses their official account as a voice search assistant.

• Voice search weather

• Quick look traffic situation & optimize routine before going out

• Think Google Now

“Show me the way to the nearest Starbucks.”

Start a new day Get to work Mid-day break Off Duty Leisure Bedtime

Getting CoffeeA typical O2O2O (online to offline to online) scenario. WeChat is used by many brands as a replacement for their specialized Apps.

• Pre-order your drink for pick-up

• Collect promotion coupon in-store

• Pay using WeChat wallet

• Share discounts with friends

• Think Starbucks App + Apple Pay


“Give me a triple shot soy frappe, extra whip, extra

sugar, no gluten.”



Get Brand InfoBrands can run accounts to push information to followers. WeChat also supports rich-media and interactive HTML pages within it’s in-app browser.

• Reading high quality subscriptions from brands / media / influencers, etc

• Enjoy rich-media micro-sites or games

• Delivered to you like messages from friends so you know when there’s something new

• Think Facebook’s brand pages

“What’s up with VANS?”


ProductivityHere listed some features for productive works. An on-demand developed enterprise accounts can cover most productive products in daily life.

• Internal training/sharing

• Group messaging

• Daily Punch-in

• Supply chain management

• Contacting approved suppliers

• Think Salesforce, SAP, Slack

“Timesheets can now haunt you on mobile.”



Free Wi-FiMany shops offer incentives like Wi-Fi in exchange for following their accounts. Payment also makes it easy to split a check from lunch among colleagues.

• Gain followers by offering Wi-Fi, free photo-prints

• Offer utilities like online payment or discounts at lunch

• Split costs between diners

• Think iBeacons

“Follow the MacDonald’s account for free Wi-Fi!”

Start a new day Get to work Noon break Off Duty Leisure Bedtime


Get ServicesBrands can launch rich-media web-apps within their accounts that are as simple as raffles or games, to full-fledge services such as taxi services or dating apps.

• Get a taxi

• Pay your bills

• Book plane tickets

• Contact customer service for repairs

• Check on a queue number without waiting at the restaurant

• Think UBER

“Let’s take a helicopterto Cannes.”



Remote ControlMany consumer brands like Xiaomi and media companies like iCNTV have started integrating their WeChat accounts with their products and services.

• Offer functions such as remote control for consumer products

• Choose a program on your phone and it plays on your TV

• Scan a QR code during an advert to access raffles or live chats

• Think NEST or AirPlay

“Netflix & chill”



Bedtime SocialWeChat’s moments function is a Chinese user’s perferred method of sharing media and updates with friends. It is a brand-free zone except for advertisements.

• Post photos or videos

• Share links to articles or pages

• Comment and like statuses

• Sponsored content from brands

• Think Facebook’s news feed (with less spam!)

“One more place for baby photos.”

1. Think Service or Utility - Don’t just think about creating a brand account and pushing information. Many brands have loyalty programs built into their WeChat accounts.

2. Integrate with Offline – Best use-cases have to do with some sort of offline integration, even for campaigns.

3. No website? No problem – You can develop your brand’s .com for China at a fraction on WeChat by utilizing their APIs and ready-user base.

4. It’s just PR – Think about advertising, influencer seeding or paid advertorials with media owners that have large followings.

5. Think about moments – Think about moments or snippet’s of a consumer’s daily life and how your brand’s message can be expressed through functions in WeChcat.

6. It comes down to sales – Where people talk, is where people most likely want to buy. WeChat’s wallet feature makes it easy for impulse purchases if your brand markets correctly.

Key Takeaways

Don’t Worry

The Shanghai team is here to help:

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Contact

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What’sUp

NicolasChan

[email protected]

+8624110094

SeniorPlanningMngr

Shanghai

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Minhua Yu

[email protected]

+8624110040

WeChat Specialist

Shanghai

Contactmeforhelp!

Introduction to WeChat

Business

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