WeChat For Business - Must Know Things for Marketers
WeChat is an all-in-one app that has direct messaging, a Facebook style social wall, in-built games, short video, peer-to-peer national payment system, e-commerce and much more. It’s used by over 1 billion people a month and there are more than 20 million ‘official accounts’ made up of brands, influencers and media outlets. WeChat’s demographics are spread quite evenly throughout the Chinese population, given the ubiquity of penetration in the country. Owing to the deep penetration and multi-purpose usage of WeChat in China, it is important for businesses to establish themselves on the platform, both from a payments perspective as well as in terms of having WeChat as a CRM tool.
What is a WeChat for Business Account?
A WeChat Business Account is a profile that WeChat allows official organisations, businesses and celebrities to set up. Brands can set up and use Business Accounts for WeChat advertising, marketing, and payment receiving purposes. Ultimately having a WeChat Business Account makes doing business in China a lot smoother.
Which WeChat Official Accounts Are Right For You?
If you are a brand looking to do business in China, there are a few different options when it comes to WeChat Business Accounts. Below is a breakdown of the 4 WeChat Accounts you can choose from.
Subscription Account
Subscription accounts allow you to set up a WeChat profile and begin customer outreach as a brand, but this account type can be used by both individuals and brands. As with other business accounts, WeChat limits a brand’s ability to post 1-8 articles only once a day. The use of this account would primarily be marketing and communication, and it can be used by brands for brand or product promotional purposes. According to data in 2020, only 29% of Chinese retailers use this type of account. The characteristics of this account type are that whilst content is searchable via Sogou, content is often only retrievable in a users ‘subscription’ section of their WeChat, so discoverability is quite low. There are no ‘push’ notifications with this type of WeChat account.
Service Account
A WeChat Service account is a business account that is more specifically designed as a tool for brands looking to promote a product or service. It differs from a Subscription account in that users can push their content out 4 times a month with up to 8 articles per push notification, and unlike a Subscription account, the Service account is discoverable directly in the WeChat chat feed, so sits more natively than the other account type. There is also the ability for brands to send personalised messages within this account type, and so it is often used as an after-sales or CRM service for brands.
Mini-Program Account
A WeChat Mini Program account is another type of official account on the WeChat platform. Unlike the WeChat Enterprise account, Mini Program accounts provide businesses and developers with a mini-app ecosystem within WeChat, where users can perform specific tasks without leaving the app. This account type works by providing a more simplified version of an app that can be accessed directly from within WeChat without the need to download a separate app, so as to improve user experience. Mini Program accounts have many specific uses, including e-commerce, gaming, food ordering, and ticket booking. In China, Mini Program accounts have become increasingly popular, with more than 400 million daily active users in 2021, according to a report by QuestMobile. Having a Mini Program account can help businesses reach a large audience and enhance their customer experience
Enterprise Account
WeChat Enterprise accounts are official accounts on the WeChat platform designed for businesses and organizations to communicate and engage with their customers, employees, and stakeholders. This account works similarly to a regular WeChat account, but with additional features such as CRM integration, custom menu, and group chat capabilities. Specific uses of this account include customer service, marketing, HR, and internal communication. In China, WeChat is widely used for business, and having an Enterprise account can significantly enhance a company's online presence and brand recognition. According to a report from Statista, as of the second quarter of 2021, there were over 2.7 million WeChat Enterprise accounts.
How Does WeChat for Business Work?
WeChat is a multi-functional mobile app that is widely used in China for messaging, social media, e-commerce, and mobile payments. As of 2021, WeChat had over 1.2 billion monthly active users, making it the most popular social media platform in the country. Its popularity has made it an essential tool for businesses operating in China. According to a survey conducted by Kantar in 2020, 92% of Chinese consumers use WeChat for both personal and business purposes.
Luxury cosmetic, beauty, and fashion brands have also embraced WeChat for Business. For example, Estée Lauder, Lancôme, and Chanel all have official WeChat accounts. These accounts provide customers with a range of features, such as product information, online shopping, and customer service. WeChat Marketing is a powerful tool for luxury brands to engage with Chinese consumers, with many brands using influencers and Key Opinion Leaders (KOLs) to promote their products on the platform.
In addition to WeChat Marketing, businesses can also use WeChat Pay to process transactions, offer loyalty programs, and discounts to customers. According to a report by QuestMobile, as of 2021, WeChat Pay has over 900 million monthly active users and is the most popular mobile payment service in China. WeChat Mini-Programs have also become increasingly popular among businesses in recent years, with over 400 million daily active users in 2021, according to QuestMobile. Luxury brands such as Burberry and Louis Vuitton have launched Mini-Programs that offer customers a personalised shopping experience, allowing them to browse products, make purchases, and track orders without leaving the WeChat app.
WeChat Moments is another feature that businesses can use to engage with customers. It is a social feed where users can share photos, videos, and articles with their friends and followers. Businesses can create engaging content that is promoted through Moments and shared by users, increasing their brand exposure and driving traffic to their official WeChat accounts.
WeChat for Business offers a wide range of features that are essential for businesses operating in China. Its popularity among Chinese consumers and its comprehensive range of business-specific features, such as WeChat Marketing, WeChat Pay, WeChat Mini-Programs, Moments, and advertising, make it a powerful tool for engaging with customers and driving sales. Luxury cosmetic, beauty, and fashion brands, such as Estée Lauder, Lancôme, Chanel, Burberry, and Louis Vuitton, have all embraced WeChat for Business, recognizing its potential to reach Chinese consumers and drive growth in the world's largest consumer market.
Steps in Setting Up Your WeChat Business Account
To set up a WeChat for business account in China, you will need a Chinese business license and a local phone number to register for either a Subscription or Service Account. Once registered, follow these steps to set up your account:
Customise your profile and select the features you want to use, such as WeChat Pay, WeChat Mini-Programs, and Push Notifications.
Verify your account using your Chinese business license and local phone number.
Start creating content and promoting your account to attract followers and engage with customers.
Optimising Your WeChat for Business
To optimise a WeChat account for business, it is crucial to have a well-planned marketing strategy that drives engagement and achieves marketing objectives. Below are some tips to consider when leveraging WeChat for marketing and advertising purposes:
Understand the platform's unique features and audience behaviour
According to a report by WalktheChat, WeChat users are highly active in group chats and Moments, making these channels ideal for community-building, branding, and content promotion. Building a strong community on WeChat can enhance customer service and brand loyalty.
Leverage push notifications strategically
Push notifications are an effective way to drive app engagement and retention. However, brands must strike a balance between sending enough notifications to remain top-of-mind with users, while avoiding over-messaging that can lead to opt-outs. By targeting push notifications to specific customer segments and interests, businesses can improve customer targeting and lead generation.
Utilise WeChat advertising to reach a wider audience
Kantar's 2020 China Social Media Impact Report shows that WeChat is the most effective social media platform for advertising, with a 94% ad recall rate. However, it's essential to have targeted advertising campaigns as 85% of WeChat users follow official accounts based on their interests. Promoting engaging content such as live streaming, KOL marketing, and user-generated content can improve customer engagement and conversion.
Leverage WeChat Mini-Programs to enhance customer engagement and drive conversions
These inbuilt apps within the WeChat ecosystem allow brands to offer customised experiences, such as e-commerce payments or gamification to add a better brand experience. WeChat Mini-Programs are an excellent way for brands to build customer loyalty, increase engagement, and drive conversion rates.
Overall, when optimising a WeChat account for business, it is essential to have a deep understanding of the platform's unique features and audience behaviour. Strategic use of marketing, advertising, and promotion through push notifications, advertising campaigns, and WeChat Mini-Programs can drive customer engagement and improve conversion rates. By leveraging WeChat's features and capabilities, businesses can tap into one of China's largest and most engaged social media communities.
WeChat Alternative Platforms for Business
Businesses have a range of alternatives to WeChat for their social media marketing needs. Here are some notable options: Optimising a WeChat account for business may not be the best solution for everyone. Luckily, there are several alternative social media platforms and strategies that businesses can leverage to reach their target audience in China.
Douyin (TikTok)
Known for short-form video content, Douyin has quickly become one of the most popular social media platforms in China, with over 600 million daily active users. Brands can leverage Douyin for social commerce, influencer marketing, and advertising.
Weibo
Often referred to as China's Twitter, Weibo is a popular microblogging platform with over 500 million monthly active users. Brands can use Weibo for social marketing, influencer marketing, and advertising.
Little Red Book (Xiaohongshu)
A popular social commerce platform, Little Red Book allows users to share product reviews and recommendations with a community of over 300 million registered users. Brands can leverage Little Red Book for social commerce and influencer marketing.
Bilibili
A video-sharing platform popular among younger audiences, Bilibili has over 200 million registered users. Brands can use Bilibili for influencer marketing, advertising, and social marketing.
Live streaming platforms
With over 500 million live streaming users in China, platforms such as Douyin, Taobao Live, and Kuaishou are popular options for businesses looking to reach audiences in real-time. Live streaming can be leveraged for social commerce, social marketing, and influencer marketing.
Overall, businesses looking to tap into China's social media landscape have several alternatives to WeChat, each with their unique features and benefits. From social commerce platforms like Little Red Book to video-sharing platforms like Bilibili, businesses can use these platforms for social marketing, influencer marketing, and advertising.
HotPotChina is Here to Help You
Hot Pot China is a marketing agency and your partner for commercial success in China. Our marketing agency specialises in providing effective solutions for brands seeking to enter or grow in China or connect with Chinese consumers. With our team of experts, we embrace the challenge of China, and provide a range of services, including the setting up and managing WeChat for Business accounts. As a leading agency in the Chinese market, Hot Pot understands the unique challenges and opportunities that businesses face in this dynamic environment. Contact us today to learn more about how we can help your business achieve success in China.
Get in touch with our team at nihao@hotpotchina.com to learn more about how we can help you with your WeChat set-up.
