April 2023 - The WeChat Agency

Exploring WeChat Channels Backend: Features & Stats

April 28, 2023

WeChat Channels: In today’s digital age, social media has become an essential part of our lives. From personal to professional use, we all use social media platforms to connect, share, and grow. One such platform that has gained immense popularity in recent times is WeChat Channels. Channels are one of the most important features that Tencent plans to invest in this year. We wrote more about it in WeChat Channels: An In-Depth Look at the Statistics and the Future Plans.

One of the key features of WeChat is that it can be accessed both from the mobile and desktop levels. While the mobile version is ideal for content creators who want to create and share content on the go, accessing Channels through the desktop version offers more functions and a clearer overview of statistics.

Some of the key channel statistics that WeChat provides are follower metrics, message data, engagement metrics, average open rates, location and demographics, and content performance. WeChat’s channel statistics provide valuable insights for businesses to track their performance and make data-driven decisions to optimize their marketing and engagement efforts on the platform.

Let’s dive deeper into this to understand how the WeChat Channels backend works to take the utmost advantage of the platform for different business needs.

You can access it at: https://channels.weixin.qq.com/

WeChat Channels Backend Homepage:

One of the key features of WeChat is its desktop-level functionality, which allows users to schedule the publication of posts and view important daily data.

WeChat Channels Backend Homepage

Upon logging into WeChat, users can see the most important daily data from the previous day. This data includes key statistics such as the number of views, likes, and comments on recent posts. This information is useful for businesses and individuals who are interested in tracking the performance of their content on the platform.

In addition to viewing daily data, users can also schedule the publication of their posts directly from the desktop. This functionality allows users to plan and prepare their content in advance, which can be particularly useful for businesses and individuals who want to maintain a consistent posting schedule.

WeChat Channels Content Management:

Preparing and scheduling social media content can be a time-consuming task for content creators. On the desktop backend of WeChat Channels, brands have the ability to prepare their posts and schedule them for publishing at a later time. This includes the ability to upload videos or create carousels of images, write engaging copy with relevant hashtags, add location tags, and schedule the post for a specific date and time.

WeChat Channels Backend Post Scheduling

In addition to these key features, brands can also add a short title for SEO purposes, helping to optimize their post for WeChat search engine and improve its visibility for the Channels algorithm. By carefully crafting the title and post description along with hashtags, content brands can increase the chances of their post being discovered by users who are actively searching for related content.

🏆 Explore top practices for WeChat Channels posting in WeChat Channels – How to Post for Success?

WeChat Channels Data:

The statistics page is where the most important information sits. We have access to all the data, including followers’ data, demographics, and post data.

Firstly, we can see changes in the follower base.

It is worth noting that following the WeChat Channels account requires a separate action to follow. As of now, official accounts where brands post articles although can be linked in many ways do not share the follower base pools.

WeChat Channels Data

On this page, we can track changes in the follower base by different time ranges and actions performed. We can also see our followers’ demographics, such as gender, age, location, and system used.

Secondly, we can see data regarding our posts. By day and time periods, we can see total views, engagements, and source of traffic.

For each unique post, we can see:

Completion rate
Views
Average playtime
Engagements such as likes, recommendations, comments, shares
Set as ringtone

These data points help content creators to understand what kind of content is resonating with their audience. This way they can optimize their strategy accordingly.

Other functions of WeChat Channels desktop:

In addition to the above data points, the WeChat Channels backend also provides other important functions. For example, live-streaming, e-commerce, comments, and private message management. These features can be linked with WeCom, WeChat’s enterprise communication and management platform. The heating tool is another useful function that allows content creators to boost views and increase exposure.

Live-streaming: WeChat allows users to live stream videos from their desktop. This feature can be used for personal or business purposes, such as conducting online workshops, tutorials, and product demonstrations.

🎥 Learn more about WeChat Channels Livestreaming in one of our most popular blog posts

E-commerce: WeChat has a built-in e-commerce platform that allows businesses to sell their products directly on the app. It allows for a seamless and instant shopping experience.

Comments and private message management: WeChat’s desktop backend allows users to manage their comments and private messages more efficiently. This feature can be used by businesses to improve their customer service and respond to customer inquiries more quickly.

Heating tool: WeChat’s heating tool is a feature that can be used by businesses to boost their views and increase exposure. This feature can be used to promote a business or product to a wider audience.

Explore our Beginner’s Guide to WeChat Channels

Conclusion:

In conclusion, the WeChat Channels backend is a powerful tool that provides valuable insights and statistics for content creators to analyze their performance and optimize their strategies. By leveraging this information, content creators can understand their audience better and tailor their content to engage and grow their followers. With the help of additional functions such as live-streaming, e-commerce, and heating tools, content creators can further enhance their presence on WeChat and achieve their marketing objectives.

If you want to know more about the Chinese market and how we can help create successful WeChat campaigns for your business contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

Chinese Marketing Updates

April 28, 2023

TikTok Parent ByteDance Battles Meta for Virtual-Reality App Developers

Developers who created virtual reality software for Meta Platforms are being offered payment by ByteDance Ltd. to port their programs to its rapidly expanding Pico headset line.

After experiencing lengthy delays in receiving distribution approval, some software developers have expressed frustration with the way Meta is reviewing new applications for its Quest headsets. Some developers claim that the business’s procedures lack precise guidelines, leaving them to eagerly anticipate the entry of new rivals.

ByteDance acquired Pico, a B2B-focused company, in 2021 and changed its focus to B2C. Currently, the Pico 4 headset performs worse than the Meta headset and has a much smaller selection of games (300 vs. 500).

https://www.wsj.com/articles/tiktok-parent-bytedance-battles-meta-for-virtual-reality-app-developers-30ce091f

An interesting “mini” marketing strategy for the brand

The milk tea company “Diandian” has introduced the Earth Day mini cup to celebrate World Earth Day:

McDonald’s mini cone, DQ mini ice cream, and a Wuling small car that popularized the mini model have all used mini marketing to successfully penetrate various product markets.

Creating products that are larger than conventional, creating visual impact, and raising traffic topics when consumers are tired of brand and product cognition.Meet the market’s demand and expectations for weight loss, lightweight, and burden free products.

For current consumers, lightweight consumption and cute design in various aspects have become undeniable market trends, and product miniaturization is the simplest way to approach the trend.

https://mp.weixin.qq.com/s/R6FoptfmnOiLZPFMTh2uLw.

Galeries Lafayette teams up with Hopson Group for luxury expansion in China

The new partnership aims to open ten stores in China by 2025. Future stores will carry independent Chinese designer brands in addition to well-known international ones.

In order to convey “a certain vision of the French art of living in the heart of unique and selective multi-brand environments,” the joint venture will also concentrate on selling luxury brands in their upscale stores.

Through the partnership, both parties will be able to leverage their individual strengths to build a cutting-edge high-end department store company with a world-class buyer team and cutting-edge supply chain management system.

Overall, the new partnership between Galeries Lafayette and Hopson Group marks a significant advancement in China’s luxury retail market.

https://daoinsights.com/news/galeries-lafayette-teams-up-with-hopson-group-for-luxury-expansion-in-china/

Rivals Tencent Video and Douyin Reach Content-Sharing Agreement After Copyright Spat

Both parties have formally agreed to support content sharing, enabling users of Tencent’s well-known TV dramas to access them through the Douyin app without violating copyright. This is an intriguing development in the competition between China’s video and live-streaming apps, which are increasingly popular among Chinese consumers as tools for shopping and entertainment.

The collaboration may be an example of putting differences aside for the benefit of developing China’s tech and social media sectors. In the long run, it might also draw more users to the platforms.

https://jingdaily.com/tencent-douyin-content-agreement-copyright/

How Luxury Brands Are Courting the New Chinese Consumer As Shopping Tourism Resumes

Luxury brands are utilizing a variety of digital strategies, including e-commerce, social media, and live streaming, to connect with China’s extremely tech-savvy consumers.

Personalized shopping experiences are created by luxury brands in collaboration with travel agencies as part of their key strategy for appealing to Chinese consumers.

By providing immersive, experiential shopping opportunities like in-store events and pop-ups, luxury brands are also leveraging the growth of the “experience economy.”

With features like personalized recommendations and augmented reality try-ons, Alibaba’s Tmall Luxury Pavilion and Luxury Soho platforms are playing an increasingly significant role in connecting luxury brands with Chinese consumers.

Additionally, luxury brands are taking action to address Chinese consumers’ concerns about sustainability and ethics in their marketing and business practices.

https://www.alizila.com/how-luxury-brands-court-chinese-consumers-shopping-tourism-travel-alibaba-lvmh-richemont/

Reaching Chinese Tourists: Online Travel Agencies and Social Media Platforms [2023]

April 11, 2023

It’s time to roll out the red carpet as Chinese tourists gear up to satisfy their wanderlust once again, with borders reopening and travel restrictions lifted. According to Dragon Trail’s Chinese Traveler Sentiment Report more than 60% of survey respondents said they wanted to travel outside of mainland China in 2023. Data shows that there has been a significant increase in flight bookings (254%) and trips planned by Chinese travelers.

Singapore, South Korea, Hong Kong, Japan, and Thailand are currently the most popular travel destinations, while the US, UK, and Australia are the most popular long-distance travel destinations, based on Trip.com Group bookings.

Due to travel restrictions and other pandemic-related challenges, Chinese business travelers have not been able to engage in physical meetings with their international counterparts for over three years, making the desire to reconnect with the world’s major economies even more pressing.

If you’re looking to target Chinese travelers, it’s important to be aware of the apps they use for travel purposes.

However, it’s also important to note that Chinese tourists don’t use the same social media apps as their Western counterparts. In fact, China has its own collection of travel-related apps that are popular among visitors looking to travel both domestically and internationally.

In order to hack the Chinese traveler base, it is important to understand the apps they use and how these apps work.

Dragon Trail: Chinese Traveler Sentiment Report

Social media platforms for Travel

Social media has become an indispensable tool for travelers in today’s digital world. OTAs, online travel agencies, are the most important platforms to plan and book trips but the inspirations and ideas are usually born elsewhere. Xiaohongshu, RED, becomes a leader when it comes to pre-planning phase with almost 40% of travelers using it to plan an outbound trip. Douyin, WeChat and Weibo also play significant role in finding inspirations to travel.

✈️ WeChat for Travel Sector: Discover more!

RED Xiaohongshu Traveling

📕The Evolution of Xiaohongshu, RED, into a Travel Platform

Online travel agencies in China

Chinese travelers are highly mobile-savvy and open to using technology to enhance their travel experiences. They also value word-of-mouth recommendations when it comes to planning the trip.

Three of the most well-known online travel agencies (OTAs) in China are Qunar, Ctrip, and Fliggy. We can learn a little bit about the conduct and preferences of Chinese tourists by examining these businesses’ operations and the services they provide.

Ctrip / 携程旅行

Ctrip is the biggest OTA in China. One of Ctrip’s strengths is its mobile app, which allows users to book and manage their travel arrangements on the go.

The app also offers a range of other features, such as real-time flight status updates and travel guides.

Chinese travelers are highly tech-savvy and prefer to book and manage their travel plans using mobile apps. They also value convenience and real-time updates.

✈️ What is Ctrip, China’s Top OTA, and How Tourism Brands Use it?

Qunar / 去哪儿

Qunar is one of the leading online travel booking platforms in China. It provides a variety of travel-related services, such as booking hotels and flights, vacation packages, and rental cars.

One thing that sets Qunar apart from its competitors is its emphasis on user-generated content. Users of the platform can post reviews and share their travel experiences, which aids other travelers in making wise choices.

Chinese travelers are more likely to rely on the experiences and opinions of others when making travel decisions. They place a high value on word-of-mouth recommendations and user-generated content.

Fliggy / 飞猪

Fliggy is an OTA owned by Alibaba, the Chinese e-commerce giant. It offers a range of travel-related services, including flight and hotel bookings, vacation packages, and travel guides.

One of Fliggy’s unique features is its focus on personalized recommendations. The platform provides users with tailored travel recommendations using data analytics and artificial intelligence.

Chinese travelers are open to using technology to enhance their travel experiences. They value individualized recommendations and personalized travel advice.

Online travel agencies (OTAs) in China can offer useful information about the habits and preferences of Chinese tourists. Here are some ways in which they can help:

Understanding Chinese tourists and travel trends

Chinese online travel agencies (OTAs) can provide information on the most popular travel locations and the best times to travel. This can help us determine the times and locations where Chinese tourists are most likely to travel.

Recognizing preferences

Chinese OTAs can also offer details on the kinds of lodging, activities, and tours that Chinese tourists favor. For instance, they might favor five-star resorts, shopping excursions, or cultural encounters.

Language and cultural barriers

Chinese online travel agencies (OTAs) cater to Chinese tourists, so they can shed light on how language and cultural barriers may affect travelers’ choices. They can also offer translations and other services that facilitate and improve the travel experience for Chinese tourists.

Popular travel apps for Chinese tourists

Two well-known apps among Chinese travelers are Mafengwo and Dazhong Dianping. Let’s delve into the specifics to become familiar with these apps.

Mafengwo / 马蜂窝

Younger Chinese internet users refer to MaFengWo as the “travel bible” because it offers long-form tourism-focused content to assist users with their travel arrangements. With over 100 million users, it has developed into China’s top social media travel platform since its founding in 2006!

Mafengwo began as a community for independent travelers. Users of the platform communicate with one another by sharing their journeys, travel advice, itineraries, suggestions, and feedback.

Later in 2016, Mafengwo established itself as an online travel agency. Some of its features include:

Travel focused user written content like tips, photos and personal comments.
It has an e-commerce store, a one-stop-shop of travel essentials with fascinating range of travel products and services
Hosting offline social gatherings for platform users in addition to its social forum.

Mafengwo created a new type of tourism-focused e-commerce with its customized tourism content database. It pairs travel products with pertinent data hosted on the platform rather than providing separate services to let customers take the initiative to buy.

Within Mafengwo, travelers can arrange all of their transportation needs for the journey. That includes airfare, train and bus tickets, bus passes, and even cruises!

Mafengwo organizes its hotel suggestions into categories like “dreamy” or “architectural”. It’s an interesting contrast to other OTA platforms that only list out hotel deals. Depending on the purpose of their trips and personal interests, customers can make reservations for their favorite establishments.

It also covers travel packages, activities, and excursions, along with helping travelers with travel documents.

Mafengwo

Dazhong Dianping / 大众点评

Dazhong Dianping is a well-known online review and rating platform that covers a variety of businesses, including eateries, hotels, shops, and other neighborhood services. It has been called the Chinese version of Yelp.

With more than 200 million unique mobile users, it bills itself as the first independent third-party consumer review website in the entire world.

Dianping provides information services such as user information, consumer reviews and commercial offers and discounts. It also provides O2O (Online To Offline) services as it combines features of Groupon, Deliveroo, Tripadvisor, and Yelp!

Overseas location can set up their pages their, publish their menus, etc. Chinese travelers can be encouraged to leave their comments and reviews.

Reasons To Use Dianping As A Marketing Tool

Dianping provides comprehensive travel and lifestyle services.
Businesses can learn how the community feels about their products and/or brands firsthand.
Dianping, WeChat, and Douyin all serve as buzz generators for most aspects of Chinese culture.
KOLs and KOCs level of interaction with companies and goods has a greater impact on other users.
Dianping is a platform where consumers can interact with brands.
Dianping’s statistics are self-evident: 15 billion visits each year. The average daily usage of the app is 13 minutes.

Businesses can learn about the preferences, viewpoints, and actions of Chinese consumers by keeping an eye on the reviews and ratings on Dazhong Dianping. For example, businesses can use Dazhong Dianping to understand which types of food and cuisines are popular in different regions of China, what factors are important to Chinese consumers when choosing a restaurant or hotel, and what types of promotions and discounts are most effective in attracting Chinese customers.

Overall, Mafengwo and Dazhong Dianping can provide valuable insights into the preferences, behaviors, and trends of Chinese audiences. This in turn can be used by businesses to develop effective marketing strategies and improve their offerings.

Dianping

Integration with Alipay and WeChat

Alipay and WeChat are two of the most popular mobile payment apps in China. Only Alipay has 320 million Daily Active Users. Both apps offer a range of features, including mobile payments, money transfers, and other financial services.

In recent years, Alipay and WeChat have also been integrated with a number of travel apps in China. Thanks to that it is much easier for users to make payments and book travel-related services. For example, users can now use Alipay or WeChat to book flights, hotels, and rental cars, as well as purchase tickets for attractions and events.

One example of a travel app that has integrated with Alipay and WeChat is Ctrip. Ctrip allows users to link their Alipay or WeChat accounts to their Ctrip account, so that they can make payments directly from their mobile devices.

Other travel apps that have integrated with Alipay and WeChat include Qunar, Meituan, and Didi Chuxing, among others. These integrations have helped to streamline the travel booking process for users. At the same time, they also make it more convenient for them to make payments on-the-go.

Overall, the integration of Alipay and WeChat with travel apps in China is a testament to the growing popularity of mobile payments and digital financial services in the country. As more and more users turn to these apps for their financial needs, we can expect to see even more integrations with other types of apps in the future.

Conclusion

By leveraging these apps, you can reach a wider audience and increase your brand awareness among Chinese travellers.

Key Takeaway: However, it’s important to remember that cultural differences and language barriers may still exist, so it’s crucial to have a deep understanding of the Chinese market and tailor your marketing strategy accordingly.

If you want to know more about the Chinese market, contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.