Insights on Mobile Application “WeChat” for One to One ... · PDF filebetween Sina Weibo and WeChat? 20 Document 5: ... By January 2013 the WeChat mobile application has grown

1 - Copyright VALUE2020 - DRAFT

Mobile Strategy:

Insights on Mobile Application

“WeChat” for One to One

Marketing

Know your Fans

& Increase Sales on Mobile!


Contents

1. What is WeChat? 3

Document 1: Chart comparing WeChat to Facebook for the first three years

2. Who are the Users of WeChat? 4 Document 2: Map of Global Expansion of WeChat

3. Why choosing WeChat? 5

4. Why a User experimenting WeChat is likely to adopt it? 6

5. Growing Worldwide Interest for WeChat 9 Exclusive! Document 3: World Map Of Interest about WeChat: Marketing & Usage

6. How to start marketing a brand? 10 Document 4: Management Platform Explained

7. Marketing Actions: Get more Followers! 12

8. Marketing Actions:

Increase Engagement and Sales 14

9. Segmentation, Data Mining & Analysis 18

10. Examples of Marketing Campaigns 19

11. What’s the Marketing Difference

between Sina Weibo and WeChat? 20 Document 5: Marketing Use of SinaWeibo compared to WeChat


1. What is WeChat? Launched in January 2011, WeChat is a new and powerful mobile communication tool. It

supports sending voice, video, photo and text messages. Users can also do group chats, or

users can find new friends nearby to talk to. WeChat works on iOS, Android, Windows

Phone, Symbian and Blackberry devices. The mobile chat application is innovative

compared to Whatsapp because the app offers more value with a private timeline and fun

features. Social features makes WeChat also a social network.

The service is called Weixin (微信) in China.

Since 2011, WeChat has been climbing the ranks of mobile applications in China and now

is more popular than Kaixin and SinaWeibo. Users can use this free application to contact

their friends or contacts in an easy and timely fashion.

In September 2012, the user base was growing faster than Facebook.

By January 2013 the WeChat mobile application has grown substantially reaching

over 300 million registered users including 40 million outside China.


2. Who are the Users of WeChat? According to the official data published by the WeChat team, by January 2013, the mobile

application already had over 300 million registered users (most of which come from other

Tencent platforms in China, or Sina Weibo.). Approximately half users are between the

ages of 25-30, and most of them white collars.

Many of Sina Weibo’s users are now using their WeChat accounts regularly.

On April 27th, 2013, Android Store ranked WeChat the most popular social networking

application in China and Malaysia (measured by downloads). Taiwan, Indonesia,

Singapore were in the top 3. The same day, on Apple Store, the application ranked first in

seven countries including Brunei and United Arab Emirates.

As of April 1st 2013, over 40 million users were located

outside China.

WeChat is specifically designed for mobile devices.

In this way, it is more attractive to the Chinese consumer than Weibo. An advantage of the

application is that it looks and feels like an international platform, thus doesn’t alienate any

demographic. China does business with everybody and therefore the service is working

everywhere.

Competitor Whatsapp is the leading mobile messaging app in 9 countries including India,

Mexico, Germany, Spain, Switerzland but the app doesn’t include any useful marketing

tool making it useful only for users and not for brands.

WeChat has over 190 million monthly active users!


3. Why choosing WeChat?

ASK FOR THE FULL REPORT THROUGHT 1/ Follow @VALUE2020 and send a message 2/ Ask in the comments of blogs


4. Why a User experimenting WeChat is likely to adopt it?



Flexibility and Privacy

VALUE2020: “it is evident that WeChat is the next big

platform for the marketers within the Chinese market and

maybe other parts of the world in the near future.”


5. Growing Worldwide Interest for WeChat

World Map Of Interest about WeChat: Marketing &

Usage


6. How to start marketing a brand on WeChat?



7. Marketing Actions: Get more Followers!



8. Marketing Actions: Increase Engagement and Sales through Information, Games,

and Promotions!




.


9. Follower Segmentation, Data Mining & Analysis: the Real Value Creation


10. Examples of Marketing Campaigns


11. What’s the Marketing Difference between Sina Weibo and WeChat?


Now you know how to utilize WeChat

to your advantage, continue to learn with

other ways in which VALUE2020 can help you

to improve your strategies.

Find more information at

value2020.wordpress.com

wechat-marketing.com

For more advanced information, please contact us at @VALUE2020

Sources:

VALUE2020

http://www.wechat.com/en/

http://www.tencent.com/en-us/index.shtml

http://aboutwechat.wordpress.com/category/user-guide/

http://www.marbridgeconsulting.com/marbridgedaily/archive/article/65845/wechats_monthly_active_users_reach_190

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April 2013 - All the materials of this report are under copyright (VALUE2020 and Tencent)

Documents

Insights on Mobile Application “WeChat” for One to One ... · PDF filebetween Sina Weibo and WeChat? 20 Document 5: ... By January 2013 the WeChat mobile application has grown