With over 355 million active users in the world, out of which 70 million users are from outside of China, WeChat is definitely one mobile communication app not to be ignored. To those who are not familiar with this immensely popular mobile social media channel in China, WeChat, or “Weixin” in Chinese, is developed by Tencent, a public listed company in Hong Kong with a market capitalization of US$140 billion.
According to Fashionbi's marketing research on WeChat, there has been an exponential rise in the number of fashion and luxury brands that have joined WeChat in the past few months. The ability for brands to connect with their customers on a one to one basis has made this platform the most interesting marketing channel for brands. Although still in the nascent stage of development, WeChat marketing has proved to be extremely effective for all these brands. Here are some international brands that are already on WeChat:
Now comes the big question – What are Fashion & Luxury brands doing on WeChat? Fashionbi’s recent marketing research pointed out that many brands like Louis Vuitton and Gap are using WeChat for customer care service. In order to increase brand exposure, a lot of them, such as Coach and Uniqlo, organize exclusive contests and games for their WeChat followers. Product information and latest news are also common content for fashion and luxury brands’ WeChat accounts. Thanks to WeChat’s Weidian function, which literally means “mini store”, it is now possible for brands to use WeChat as an m-commerce channel. Here is a breakdown on what luxury and premium brands are posting on WeChat:
In terms of marketing strategy, there is a growing phenomenon for brands to implement Omni-Channel Marketing tactics on WeChat. Omni-Channel Marketing is the evolution of multi-channel marketing, and it aims to bring a seamless approach to the consumer experience through the utilization of online and offline channels. Through connecting WeChat to different touchpoints, such as Weibo and brick-and-mortar stores, brands can maximize the effectiveness of their marketing campaigns. Let’s take a look at Coach’s “Let Coach Follows You” WeChat campaign: Followers of Coach on WeChat can enjoy a special promotion on selected spring and summer products when they shop abroad at a Coach store in Hong Kong, Macau, Taiwan, Singapore or Malaysia. This kind of promotions not only yields eyeball hang time on a brand’s WeChat account, but it also has a direct impact on in-store sales.
Unlike other mobile communication apps like WhatsApp or Line, WeChat’s array of services enables brands to engage their followers in various ways. WeChat for the Fashion and Luxury retailing industry is still relatively unexploited compared to other platforms like Facebook or Twitter, and brands should take advantage of this by getting their presence on this platform before it is saturated. In addition, it is crucial for brands to implement WeChat marketing strategies that align to their overall goals, and they also need to be agile enough to adapt to the ever-changing Chinese social media landscape.
If the thought of setting up or running a WeChat account for your brand is a bit daunting, then contact Fashionbi and our WeChat experts can create the perfect strategic and management solutions to amplify your brand awareness in China.