On 90% of the smartphones in China, Wechat is a free messaging app from the Giant Tencent. Nearly 650 million people use it worldwide, with 549 million people in China according to a report in 2015. It’s a very efficient tool with access to many options: you can play games online, meet new people using the app or even spend your money.
Being on Wechat is essential for your brand
In order to develop your brand and stay visible, you need to be on Wechat! It gives your company the opportunity to get to know all the trending topics and discussions about your brand. Control your image by posting ads or messages with beneficial content is a good start to get loyal people following you.
It is, therefore, crucial for your company to pay close attention to Wechat, according to the type of product you offer and the message you want to broadcast. Adapting your communication is key!
Get to know the Wechat users to better communicate
Its users are mostly young people; the average age of a user is 26 years old. 97.7% of the users are less than 50 years old, and about 86.2% of them are between 18-36 years old.
If you want to communicate well to a broad audience, adapt your content and message. If you wish to zero in on the right market, ask yourself the right questions to better communicate with them.
But what do Wechat users do?
Selling your brand is not a question of luck! You need to know what users do in life to get a better understanding of your audience. They are divided into 4 categories:
- People working in the private sector
- Freelancers or self-employed
- People working in the public sector
How much time do they spend on Wechat?
The more a user spends his time on Wechat, the more chance he can be tempted into using options, like the Wechat wallet for example, or discover your company’s official account.
Users spend a tremendous amount of time online. 55.2% of the users check their account over 10 times a day, and 25% check it over 30 times a day! If you know the use frequency of a Wechat user, this information could give you tips on when to post what and how.
The Chinese market on Wechat is booming
Its market is expanding, thanks to all the companies on the platform. It’s crucial to understand your potential consumer to offer him “customized” service to fulfill his needs.
Users have access to a “wallet”. The user can link a bank account information to the wallet and then spend easily and safely. With an impressive figure of $943 million spent on entertainment in China, the app is a huge market with companies trying to get a piece of the pie.
Wechat and its local service option
It’s success is also based on its local service option. Wherever you are in China, it can help you spend find the services you need. If you need a taxi ride, find the nearest hospital or book a flight, the answer is Wechat!
83% of the users buy online products
The Chinese consumers love the digital sector; as is evidenced by the time on Wechat on a daily basis following the trends and news. It’s a very effective social media for users to follow your brand, and as a company in China, you need to develop your image and sell your products. Keep in mind that a follower can potentially become a client.
An efficient networking media
Chinese people also use Wechat as a network media, almost 50% of the users have over 100 contacts. 57.3% of people have used it as a networking tool to reach new client or business partner.
Still not on Wechat? You’re missing so many business opportunities
Setting up a strategy of social listening on social networks is an important step for you to develop and promote your company in China. Wechat users have different needs when they follow an official account, and you need to understand them:
- 1% of the followers of a company account want to get some relevant information
- 9% want to follow the brand’s advice or follow their news
- 7% follow the account because they wish to learn interesting content from the brand
- 3% follow the account page for other reasons
It is good to know that 73.4% of the Wechat users follow official accounts talking about lifestyle and media brands. Check this article about Beauty brand and Wechat in China.
Having your marketing strategy on social networks is essential in China; you need to have a social listening platform in order to offer the best to your potential clients. The Chinese have developed their own social media bubble due to local censorship and internet protection laws. Each one of them has their own style and method to post. But Wechat is THE social network in China where you have to open an official page if you wish to succeed the development of your brand image!