China Marketing Blog
At Nanjing Marketing Group we like to provide a complete service to our clients. As well as serving their specific marketing needs we like to also keep our clients abreast of new developments. We want to provide knowledge that they might need to make strategic decisions to foster success within their company.
What is WeChat? It’s a question that clients often ask us at Nanjing Marketing Group. More specifically clients want to know how WeChat (wei xin 微信 in Chinese) can be used for marketing.
So that is the inspiration behind this blog. I want to give you a simple explanation of this very popular Chinese instant messaging (IM) app. I’ll look at some of the numbers behind WeChat, what it is primarily used for, the diverse ways it can be used and I’ll also look at its marketing potential.
Here are my top recommendations for English-language blogs about China that you should check out.
Last updated: April 23, 2014
Last Friday I got an email from work telling me to wear an item of green clothing the following Monday. The reason? Well, because it was St Patrick’s Day of course.
Being British I duly obliged with the request, but it got me thinking about the marketing of festivals and public holidays in general. I’ve been living in China now for two and a half years and I know that the Chinese like to celebrate some of the Western traditional holidays. But I wanted to find out about the marketing of Chinese festivals.
The year of the horse
There is currently a war raging in China between two of the country’s biggest e-commerce juggernauts. This war is characterised by tactical manoeuvres and counter offensives from both sides. The two companies involved are e-commerce giant Alibaba and Internet behemoth Tencent and the prize is domination of China’s mobile payment market.
Recently I wrote a blog looking at nine e-commerce trends that are predicted in China during 2014. To keep an eye on how these trends develop during the year I’m going to periodically write a blog looking closely at one trend at a time, especially if the trend is making headlines.
In 1642 England descended into civil war with King Charles I pitted against the English Parliament. With his powers declining the King attempted to swing the balance of power back to absolute rule, by using force if necessary.
With the democratic process undermined the country slipped into a brutal civil war, the Cavaliers supporting the King and the Roundheads lead by Oliver Cromwell fighting for the right of the People. Charles was defeated and executed.
Every time I come back to Canada from China, one of the first things I notice is the blue sky and clean air. The second: Internet that just works. It’s great to have an Internet connection that is both highly-reliable, and so fast that it doesn’t impede thought or communication.
In China, Internet service is unreliable and slow. It’s especially unstable when connecting to the outside world. This makes video conferencing extremely annoying at times.
In Chinese mythology 12 animals make up the zodiac. So the story goes the Jade Emperor summoned the animals of the universe to a race and the first 12 to cross the river would be immortalised in the zodiac depending on when they finished.
This cute but rather trite story is now used as a marketing tool in China. 2014 is the year of the horse and the marketing this year used the play on words around a common Chinese saying 马上 (ma shang) meaning literally on the horse, but in standard parlance meaning immediately or right away.