Why You Can’t Avoid WeChat As Part of Your China Digital Strategy

WeChat The New Way to Connect

WeChat Australia © 2015 China Digital Conference. All Rights Reserved.

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Apple’s statement is clear: they are focused on growth in China and Wechat stands at the forefront of achieving this.

WeChat & Apple Watch Apple March Event 2015

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Why You Can’t Avoid WeChat As Part of Your China Digital Strategy?

Connect Part I : Connect with friends

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The new way to connect Connect with friends

You can chat with your friends instantly via voice messages, texts, or images.

Voice Chat

You can share photos or videos in "Moments", interact with your friends by giving and receiving comments.

Moments

Meet new friends on Wechat using “shake” or “look around” feature.

Shake

You can also create group chats to chat with several friends together.

Group Chat

Counts and share the number of steps you take each day and compete with your friends.

WeChat Sports


WeChat Lucky Money Taking the tradition to the next level

2.2 Billion

1.4 Billion

1 Billion （18/02/2015 -- Chinese New Year )

（20/08/2015 -- Chinese Valentine’s Day)

（27/09/2015 -- Mid autumn Day)

Officially launched during 2014 Chinese New Year Festival.

WeChat users exchanged about 8 billion Yuan by giving lucky money to their friends via their Wechat mobile wallet in 3 days.

* Number of red envelopes sent

WeChat Australia © 2015 China Digital Conference. All Rights Reserved

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WeChat Let’s talk about DATA

Daily Active Users --- 570 Millions (2015 SEP)

86% of WeChat Users are between the Age 18-36

Average number of contacts : 128

Average amount of time users spent on WeChat daily: over 40 minutes.

55% users open WeChat more than 10 times per day

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The challenge is even though traffic is huge with plenty of users on the platform, how to properly engage customers or generate interest.

Connect Part II: Connect with Brands


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WeChat Marketing WeChat Official Account

Subscription Account Service Account

More than 80% of Users follow at least one official account.

Brands can broadcast message daily and manage followers with a basic CMS tool. All Subscription Accounts are grouped together in one place. “ WeChat Newsletter ”

The account will sit next to a user’s contact list and provide more APIs. However, the challenge is you can only blast message to your subscribers 4 times a month. “App-within-an-App”

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Key Message Provide jog-lovers with

jogging program and

advocate a healthy lifestyle

Key Message Invite key opinion

leaders to tell a story of their

brand

Key Message Provide young fashion

lovers with styling tips and

street snaps

By users sharing content with their own Wechat friends through “moments”, the potential reach of a specific post is

limitless.

Case #1 New Balance Subscription Account + H5 + Moments

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Fashion lovers are invited to color and sign on their own shoes. By going through some competition system, users’ design may be selected and produced.

Improved the interaction with the users and their participation

It grasped their desire of sharing, which enables the campaign to be spread in WeChat Moments

Case #1 New Balance Subscription Account + H5 + Moments


Case #2 China Merchants Bank

Check their balance or transaction records

Self -Service

Users can directly through WeChat, pay off credit cards, apply for loans, pay utility bills.

Customer Service

Moreover, WeChat built-in maps show users the nearest branches or ATM of their bank.

LBS

Attracted millions of users with its simple operation and excellent user experience. Daily interactions: Over 200,000 times Realize 80% of banking services Within 1 year, interactions of CMBC’S official account have surpassed the traditional telephone banking. Saving over 10 millions SMS fees.

Service Account – a service revolution in banking industry

Connect Part III: Connect Online-Offline

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WeChat Life One day business trip

Wake Up

Check Moments of

WeChat Friends

Book a Taxi

Case #3 Easy Taxi Singapore

Follow the official account -- Book a taxi directly within Wechat -- Pay the driver via WeChat Payment -- give feedback to receive

WeChat voucher for the next trip – Share the voucher to your friends

DiDi Taxi in China – Win over 100 million users and a 60% increase in market share.

Flight check-in

Hotel

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Wake Up Check Moments of

WeChat Friends

Book a Taxi

Case #4 China Southern Airlines

China Southern Airlines has integrated its membership card, check-in services, ticket booking, and other services into its WeChat

official account.

Welcome Message -- Followed by instructions -- Choose Preferred seats -- QR Code (boarding pass)

Flight check-in

Hotel

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Book a Taxi

Case #5 Ceasars -- The LINQ Hotel Las Vegas

Ceasars Enterainement partnered up with WeChat to enable visitors to control their hotel room via WeChat at The LINQ Hotel &

Casino.

Scan a room-specific QR code -- turns the WeChat into a remote that allows visitors to control all of their room’s functions,

including control lightning, thermostats and curtains, lock doors, and much more.

Flight check-in

Smart Hotel

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Case #6 Hai Di Lao -- The Chinese Hot Pot restaurant chain

• Search for restaurants with good rating by sharing current location.

• Customers can check the queue times by tracking the number of people in the queue and put their names on the wait list

before they’ve actually arrived.

• Shake for coupons and pay bill through WeChat Payment.

Flight check in

Smart Hotel

Restaurant

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Shake The new way to connect

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WeChat is changing the world, we strive to use WeChat to change the Australian You and I, and make this new, innovative way of life a true part of Australia.

THANK YOU

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Why You Can’t Avoid WeChat As Part of Your China Digital Strategy