It is China’s premier super-app, and around a billion people use it to organise their life. That’s right, a billion people.
They use WeChat to pay for things and to shop. It provides access for transport and travel booking, food delivery, movie tickets, and ecommerce. It hosts thousands of official company accounts.
In China, you can live your whole life through WeChat.
But how can it benefit your business?
For that very reason: WeChat is its own ecosystem and a major force for interacting with customers and potential customers in China.
As the primary social media channel, WeChat is a major platform for Western companies to begin marketing to Chinese customers. It is an excellent tool for customer support and sales.
Our clients often think they need a “presence” on social media, but sometimes without clear goals. Getting started in China is not about translating your English content into Chinese and hoping for the best.
It’s about a long-term relationship. It’s not a quickfire way to start selling in China. But if done well, and with guidance to understand your target consumers, it can be a transformative process.
Ultimately, it can support your sales, providing monthly lead generation and revenue generation. You can also leverage your loyal customers to advertise for you. And, as a bonus, raise your brand awareness.
Although WeChat might be the most popular platform, the super-app does have its limitations. It is really a closed ecosystem. It is hard to gain new followers and posts are long and less interactive.
Having a presence on WeChat is a good idea, but it is not the only way to start engaging directly with your customers. This is where Weibo comes in.
China’s equivalent to Instagram and Twitter is a hugely popular platform called Weibo.
The microblogging platform has over 200 million people who use it on a daily basis. It counts over 462m monthly active users, most of them on mobile.
These are epic numbers and Weibo has the advantage of being a much more open platform. It is integrated into the everyday lives of its users, with benefits for both B2C and B2B.
Here at NMG, we use Weibo a lot and it’s a great way to start engaging with your Chinese audience. It is easier to spread the word compared to WeChat, and it also has a lower cost of entry.
Nanjing Marketing Group provides a comprehensive social marketing service – covering organic, advertising, and influencer marketing.
We work on all major platforms and most verticals, with special attention to B2B, e-commerce and education.
We have accrued a deep working knowledge of China’s many popular social marketing platforms. Within this developed ecosystem, we can help you navigate which will be the best ones for your business.
We deliver sparkling content that will engage your Chinese fans, while also expressing your brand ethos, whether we adapt your existing materials or write unique posts.
You will have direct contact with our bilingual Account Managers, and social media marketers, who will provide strategic, calendar-specific, and targeted posts. We aim to create the clearest communication between your brand and its Chinese fans.
Our teams are China-based, meaning we have our finger on the pulse, and we are able to provide services at rates of 350 Chinese Yuan/hour - competitive in China and very worthwhile compared to staff in Western cities.
Nanjing Marketing Group ran UNSW’s global Chinese social media for four years, taking their Weibo account from zero to over fifty thousand followers and generating up to four hundred inquiries per month.
We pioneered microblog marketing to Chinese students in 2013, and have since built a marketing model that is up to 10x more cost-effective than using traditional education agents alone.
Nanjing Marketing Group helped CRM technology-provider Hybris grow their recognition and expand their influence in the Chinese B2B tech community through WeChat, paid search, and content marketing.
"We are surprised how good your articles are. We are looking forward to more posts from you."
- Bo Liu, Marketing Manager, Hybris SAP