International official WeChat account vs local WeChat official account

February 1, 2023

Opening an official account can be a daunting task for companies, especially those based overseas. Until a few years, it wasn’t possible for foreign entities to register their official WeChat account or they had to use 3rd party business license in order to do so. Still, many online sources insist that an account created with a foreign business license is not visible to users based in China. 

We are happy to let you know that none of the above is true. 

Firstly, foreign companies have been permitted to open and legally own a WeChat official account entirely controlled by their overseas entity since 2018. We have helped dozens of our clients to register an official account with their overseas paperwork.

Secondly, all of their content is visible to their followers based in and outside of China. Let’s see how to get started with the WeChat official accounts!

 

International vs Local WeChat official account

When it comes to WeChat official accounts, be they international or local, it looks the same for the audience. To clarify, the difference is only in the account creation and features of the WeChat services.

Type and number of official accounts

Brands with a Chinese business license have the option of a service or subscription account, the two types of official WeChat accounts available, whereas brands with an international business license can only choose a service account. 

>>> We explain more about the differences between service and subscription accounts here

Furthermore, only one international official account can be created under one license, but with a Chinese business license, you can create two official accounts under one license. 

 

Other services

Chinese WeChat accounts get easier access to additional services like advertising, whitelisting or WeChat Pay, etc., while it is slightly more complex for international accounts to access these services, although some are still available. 

For example, overseas businesses might be restricted from advertising in certain industries and application for an advertising account on WeChat is not automatic but granted on a case-by-case basis. Since we are working directly with Tencent, we are able to help with these issues and troubleshoot immediately. 

 

Time and fees

The registration time for an account using a Chinese business license is usually a few working days. For accounts registering with an overseas account, each application is reviewed individually and it can take more time. Normally, the process of registration takes up to 14 days and is relatively smooth.  

However, in recent months, the next step – verification of the account, can take a couple of weeks. Verification is required for the account to be recognized as official and in order to unlock key account features. From the user’s perspective, a verified WeChat account also means that it’s legitimate and can be trusted.  

When it comes to the fee that brands need to pay WeChat for yearly account validation, Chinese WeChat official accounts need to pay a fee of 299 RMB, and international official accounts have to pay a fee of 99 USD per year. 

 

Admin

An extremely important role, the admin will scan the QR codes to approve any major changes o the account, appoint article editors, and more. Every WeChat account must have an admin. Admin must approve all major account operations by scanning a QR code, including adding operators with limited authorizations but who can fully prepare and publish articles. 

For accounts using a local business license, Tencent requires a Chinese citizen (Chinese local ID) to be the admin, it’s best to have a trusted employee appointed. 

For the accounts using the international business license, the admin can be a foreigner. A personal WeChat account verified with a bank card (can be overseas and can be unlinked after the procedure and passport information will be required. 

It’s extremely important to hand over the admin role if an employee is leaving a company, otherwise, the process is quite troublesome. But nevertheless, it’s the company that is always the owner of the account and not the admin. It’s just quite hard to appoint the new admin without the previous one scanning the approval codes. 

 

Pros and cons of Chinese and international WeChat official accounts

 

  • From the user’s / follower’s perspective, there is absolutely no difference. Brand followers based in China or abroad will receive exactly the same updates and articles.
  • For international accounts, an additional application is required to start media buying (WeChat ads) or WeChat payments (WeChat pay for e-commerce). 
  • Apart from admin, there are operators (in this case e.g. agency or other company employees) who can post but cannot approve major changes on the account. 
  • Both types of accounts have the same login page and backend, which are available in Chinese and (partially) English.   
  • So apart from some minor inconveniences like additional verifications for media buying, the international account has exactly the same functions. It’s just the legal setup behind it is a bit different e.g. allowing a non-Chinese to be the admin. Apart from that, the login page for creators and articles shown to fans look the same.

 

If your company has a local branch in China, we strongly suggest you consider opening an account using local paperwork as the process is much faster and smoother. Locally-created accounts have access to more features too. 

On the other side, if you can’t appoint a local person to be an admin, you might prefer to go with an international account. Alternatively, we can also support you to appoint a trusted admin on our side while you’ll be 100% the legal owner of the account. 

Under any circumstances, we don’t recommend registering an official account using 3rd party business license as in this case you won’t be the legal owner of the account. In the worst-case scenario, your account can be suspended and all articles and followers lost.  

 

Introduction to WeChat Official accounts

 

WeChat official accounts are one of the easiest ways for brands and businesses to reach their target audience. You can use it to build a customer database as well as attract and retain customers for your business.

There are two types of WeChat official accounts available, they are

  • WeChat subscription account
  • WeChat service account

Service and subscription accounts offer very different user experiences hence the user journey and landing on the article vary. 

Subscription accounts are gathered in a separate folder where accounts are shown according to an algorithm (most often read accounts) compared to chronological order before. Moreover, service accounts have the same priority as user contacts in terms of notification status and appear on the main page in chronological order.

 

WeChat subscription account

 

A content-centric approach to consumer activation and interaction with limited features but a high potential for reaching consumers

 

  • A subscription account can push once per day with up to 8 articles in each push (but only the top 2 articles are visible in the feed),
  • More frequently posting accounts are gathered within one folder.
  • Originally in chronological order, now switched to algorithmically sorted with most read at the top of the user’s feed.
  • As there is no direct notification (users see a red dot implying that there are some new updates) frequent pushes are less obtrusive for users.

 

  • Pros:
    • Frequent posting possibilities. 
    • Less annoying to users. 
  • Cons:
    • Dramatically lower exposure as the account is tucked inside the subscription folder with other accounts causing a multiple-step user journey. 
    • Advanced coding options or CRMs not available. 
  • Good for: news, FMCG, daily updates, etc.

 

WeChat service account

 

Provide a service or tool to customers.

  • Service accounts show directly in main screen with contact-level notification priority.
  • Service accounts can push 4 times per month with up to 8 articles.
  • Appear in chronological, real-time order. 
  • Direct notifications (users see a red dot among chats from their contacts) make each notification much more noticeable for users.
  • Pros:
    • Direct notifications.
    • Greater exposure. 
    • Bespoke solutions like CRM integration, WeChat Pay integration, etc.
  • Cons:
    • Direct notifications can be much more obtrusive for users and each push can cause efflux of followers if they find the content is not interesting enough for them.
    • Good for: B2B, luxury, e-commerce.

 

How to Open a WeChat Official Account Abroad

There are two ways to create an international WeChat official account

  1. You can directly go to WeChat and create your own account for your brand
  2. Collaborate with agencies like The WeChat Agency, where we help businesses to set up WeChat accounts using their own paperwork. 

 

Here’s how to create an international WeChat Official account directly through WeChat

Step 1: Register an account on WeChat’s Official Account platform

Step 2: Pick your account type (The default account type for the international official account is “Service account)

If you prefer a subscription account, you will can only do it with a Chinese business license.

Step 3: Fill in the registration form

In this step, you fill in the basic information for example registration email. Be careful as you won’t be able to change this email later on.

Step 4: Confirm account type 

Step 5: Register your Official account 

Businesses need to provide their company name, registration number, the admin’s name, and mobile number along with the admin’s ID card number, passport number, or driver’s license number

Step 6: Fill in your account info 

In this stage, businesses have to choose a name for their WeChat official account, write a bio or introduction, and confirm the country the business is operating from.

Verification

Step 7: Verify your WeChat Official account

Businesses have access to the WeChat Official Accounts platform once they’ve finished filling out the account information. Account authentication happens here.

Since unverified accounts are deleted after 30 days, this is significant. Additionally, they have restricted access to basic functions like the verification tick. 

Select the “WeChat verification” option from the “Settings” menu to verify the account. 

Then, on the verification page that appears, click “Enable.”

Step 8: Begin the verification process

After clicking “Enable,” a prompt to download the verification letter and start the official application process will appear. 

Step 9: Complete and sign the verification letter.

Businesses need to certify the following in the verification letter:

  • Company name 
  • A point-of-contact
  • The passport number 
  • Country of citizenship 
  • The WeChat Account ID

Please note that at this step you will need the signature of the legal representative of the company’s team as well as the contact person. 

Please note that the point-of-contact does not need to be the confirmed account administrator from step five. It can be if the business wants it to be, but it’s not a requirement. 

Businesses should print the verification letter, sign it, then scan and send it back to the computer so that it can be processed in the next step. 

Step 10: Fill in the requested information for verification 

Businesses must supply the following information to verify the company:

  • Name 
  • Company registration number 
  • Company address
  • Upload both a scan of the business license and the verification letter from the previous step. 

Businesses must offer the following in order to verify the point of contact: 

  • Their full name 
  • Mobile number (which will need to be verified via SMS)
  • Landline number 
  • Email address
  • ID card number, passport number and/or driver’s license number
  • Businesses must upload copies of their identification documents and most recent mobile phone bill as well. 

The mobile phone bill must have the contact information (name, phone number, company name, and at least three months of payment history) and be uploaded in English.  

Step 11: Confirm the business account name

You will now receive a prompt to confirm the name on the official account. Most importantly, you must confirm that any custom names you choose do not conflict with any trademarks held by other businesses or WeChat account names that have already been registered. 

Tencent can reject your application if you fail to meet either of these two conditions.

Step 12: Choose whether you want an invoice

Click “E-invoice” if a business would like an invoice for their registration fee. Once the account has been verified, they will receive this in ten days. 

Step 13: Pay the registration fee

Now it’s time to pay the registration fee of $99. 

Businesses can pay this via WeChat Pay or bank card, whichever they prefer. 

Step 14: Review and setup 

The WeChat team will review your application for verification over the coming weeks and get in touch by phone during Chinese business hours.

Businesses’ official accounts will be verified and ready to use if all of the preceding steps are followed correctly!

 

In conclusion, WeChat is a great choice for international businesses to set their foot in China. With the help of WeChat’s official account, businesses can create and publish content from their own country and create a customer base in the Chinese market.

If you want to know more about WeChat international accounts and want help setting up an official account, please 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.

 

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20 E-commerce Trends in China for Brands to Explore in 2023

January 19, 2023

China has the world’s largest e-commerce market. With an average growth rate of 6%, Chinese e-commerce revenue is expected to reach $2 trillion USD by 2025.

According to research firm Insider Intelligence, roughly 1 billion local consumers shopped on e-commerce channels across China in 2022, accounting for 45.3% of all retail sales online.

That’s huge! Right? All thanks to online communities and social commerce on popular apps like TikTok, WeChat, and Sina Weibo, which have long since become ingrained in Chinese culture.

In fact, Chinese consumers use their mobile devices for almost five hours every day, which they use for keeping in touch, making payments, shopping, plan trips, and more. Keeping all this consumer data in mind, companies should reconsider their 2023 investment plans as China relaxes pandemic-related restrictions.

Here are some of the e-commerce trends from 2022 for businesses to observe and reflect in their marketing strategies for 2023.

 

Chinese E-commerce trends to follow

 

1. Outdoor games 

Due to the Winter Olympics in Beijing and the relaxation of travel restrictions, there’s a significant increase in demand for outdoor activities in China through 2022. 

This led to a boom in winter sports, with a 300% increase in winter sports equipment sales on Alibaba’s Tmall platform between Jan. 31 and Feb. 4, including a 180% increase in skiing gear purchases. Outdoor gear and camping equipment sales also saw a boost on Tmall, doubling in March compared to the same period the previous year. 

Several international brands, including Carver and Santa Cruz, announced plans to enter the Chinese market through Tmall Global, Alibaba’s cross-border e-commerce platform, during the previous mid-year shopping festival in June. 

 

2.  Furry babies

In China, pets are increasingly being treated like own children, with owners buying specialized clothing and technology for them.

During the first checkout period of the 11.11 Global Shopping Festival in November, pet food brands on Tmall saw a three-digit year-over-year growth in gross merchandise value. 

Younger Chinese pet owners view their pets as children, they are also investing in digital gadgets like intelligent pet bowls and companion robots.

 

3. Metaverse

In 2022, the metaverse saw significant growth, and fashion companies began to experiment with its potential uses, including digital collectibles and virtual try-on services. 

Digital collectibles, which allow brands to build a community of followers in both the metaverse and the real world, became popular in late 2021. 

Nearly two dozen luxury brands released 37 digital collections on Alibaba’s Tmall Luxury Pavilion, and thousands of consumers purchased them. 

More retailers are expected to use digital tools to engage customers and develop products for pets in the coming year, such as Burberry’s private digital salon for coat shopping on Tmall Luxury Pavilion. 

 

4. Gen Z Shoppers

In China, Generation Z, a significant consumer group, accounts for approximately 15% of the population.

Despite their small size, they have a disproportionate influence on consumption trends and are one of China’s fastest-growing consumer groups on e-commerce platforms.  As their purchasing power grows, they will account for nearly two-thirds of Tmall Global consumers, which is more than 17% of Tmall Luxury Pavilion consumers by 2022.

Gen Zers are also fueling the popularity of collectible toys in China, congregating to show off their latest purchases and exchange trend information, attracting investors such as Sequoia China.

🛍 Read more about Gen Z as Luxury Consumers

Gen z China luxury

5. Virtual Influencers

In 2022, artificial intelligence-powered digital creations gained popularity and became celebrities in their own right. They appeared on virtual catwalks, dance competitions, and livestream sessions. These virtual idols were used by Chinese brands to increase brand awareness and attract followers among China’s digitally native consumers.

According to market research firm Forrester, virtual influencers will become more common in the coming year, with a fifth of B2C brands in China using digital idols to improve the shopping experience for consumers by 2023.

 

6. Cross-Border E-Commerce

The cross-border e-commerce (CBEC) sector in China has experienced significant growth in recent years.  Consumers in China are increasingly interested in international products and brands, fueling growth in the CBEC sector. 

As a result, in order to meet this demand, many companies have entered the market, resulting in competition among CBEC platforms like Alibaba, NetEase Kaola, JD Worldwide Vipshop Global, Amazon Global, and Pinduoduo.

🌏 Read more about China’s Cross-Border E-commerce Solutions

🛒 Why WeChat Might Be a Better (and a Cheaper) Option for China E-commerce Newbies?

7.  Omnichannel retail

Through all points of contact, this cross-channel content strategy aims to improve the user experience and strengthen relationships with the target audience. 

The goal is to make the transition between online and offline interactions (O2O) as smooth and consistent as possible, regardless of where the customer shops or interacts with the brand. 

China is at the forefront of omnichannel retailing, with high customer expectations, smart sales assistants, mobile-first approaches, self-service kiosks, and the use of virtual and augmented reality. 

 

8. Xiachen

Selling through social media to China’s lower-tier cities and regions is becoming more common. Lower tiers are happy to buy consumer goods with their extra money because their living expenses are lower.

🇨🇳 China Marketing Strategy: One Size Doesn’t Fit All

taikoo li chengdu china localization

9. Fintech

Financial innovation and technology are increasingly competing with traditional methods of delivering financial services. 

Chinese online banks are emerging as startups that provide straightforward financial services to individuals and institutions, particularly WeCash (unrelated to WeChat or Tencent). These banks frequently employ AI and machine learning techniques.

For instance, WeCash, which has 130 million users across five countries, enables people to easily obtain their credit score and submit loan applications. Additionally, using this big data-driven platform, institutions can develop their income-producing loan portfolio.

 

10. Cryptocurrency

In the Middle Kingdom, users and miners of cryptocurrencies are subject to strict regulation. China is looking for a new cryptocurrency market and country-specific solutions, much like it has done with social media platforms, a dedicated Chinese search engine (Baidu), and other tools and regulations that apply only to China.

China is now completing the preparations for the launch of its DCEP (Digital Currency/Electronic Payments), which was first conceptualized five years ago. 

Unlike Bitcoin and other cryptocurrencies, DCEP is sanctioned by the government. The government will most likely distribute the new currency through conventional banks, making it completely centralized and identical to traditional paper money. The Belt and Road Initiative (BRI) and other development initiatives by China are increasing its international trade, and the DCEP has the potential to increase China’s financial independence and decrease its reliance on the US.

 

11. From KOL to KOC marketing

Key opinion consumers (KOCs) are “regular” consumers who write blogs and make videos about their own product reviews and recommendations. 

End users are thirsty for recommendations and advice from real customers they can trust. KOCs are influencers as well, but they are more sincere.

Brands that use KOCs as part of their marketing plan can see an improvement in their sales and brand recognition. As they typically do not have many followers, making them hard to find, be sure to identify appropriate KOCs.

💁🏻‍♀️ What is The Difference Between KOL and KOC?!

 

12. Short Videos

Short videos and short video apps are dominating the Chinese market in addition to live-streaming. As a result, the distinction between work and socializing keeps getting fuzzier. The fact that more than 300 million Chinese people use short video apps shouldn’t come as a surprise to you.

Gen Z and individuals with middle and higher incomes are more drawn to this medium in higher Tier areas. Our favorite short video platform are WeChat Channels. We even dedicated a whole category to them!

📽 Discover what WeChat Channels Are 

WeChat Channels Live Streaming

13. Group Buying

This trend has yet to spread beyond China. Customers elsewhere may believe that the products are of poor quality or that the platforms are untrustworthy and charge hidden fees. 

Chinese consumers appreciate the cheap prices, and the group-buying model benefits lower-income residents in particular.

 

14. Social Commerce

Social commerce, a hot new trend, is expected to reach more than 600 billion dollars globally by 2027. It arose as a result of the increased use of mobile devices and social media.

Shoppers can shop from home, at work, or on the go. This behavior necessitates the creation of novel approaches to creating a personalized and ready-to-purchase social commerce experience.

 

15. Cruelty-Free Products

Until early 2021, animal testing was required by law for cosmetic products imported to and sold in China. This law is no longer in effect as of May 1, 2021. 

General cosmetics imported into China are no longer required to undergo animal testing as long as they also satisfy other criteria, like a safety and risk assessment.

This also broadens the market for vegan, cruelty-free, and eco-friendly cosmetics and beauty brands. The first cruelty-free cosmetics company to sell in mainland China was the UK-based skincare line Bulldog, which was imported under the general trade model rather than the CBEC model.

 

16. Private Traffic

Brands are looking for alternatives as paid traffic prices increase. Brands can promote a specific lifestyle and the associated products by creating exclusive clubs or groups, like WeChat groups. 

A closed group has the benefit of already having devoted patrons and supporters. Additionally, they react more readily to CTAs.

 

17. Big Data

Massive amounts of data are analyzed in order to implement data-driven marketing in China.

Businesses get around space and time constraints by combining data from offline and online consumer behavior. Businesses gain deep insights into the preferences, movements, and behavior patterns of their (potential) customers.

For instance, Tencent gathers and categorizes data into various dimensions. This includes more than 3,000 tags, such as fundamental characteristics, social preferences, entertainment interests, media preferences, etc.

Remember that Chinese consumers adore their smartphones and utilize them for everything. In particular, WeChat which enables users to pay, play, chat, shop, order common services and goods, and more. In China, advertising has never been both simpler and trickier at the same time. 

 

18.  The Middle Class Continues to Rise

Upper-middle-income and above households are driving strong consumption growth, with double-digit growth. The number of upper-middle-class and higher households in China is predicted to increase by 71 million over the following three years.

 

19. Making Wiser Decisions Without Compromising

Customers are switching to less expensive channels and actively looking for sales and promotions. They are aware of the precise ingredients used in their skincare regimen or the products they use in everyday life

They could, for instance, compare and contrast the down content and thermal effectiveness of their jackets.

Customers are savvy and skilled at researching the technical specifications of their preferred products on websites or social media.

 

20. Guochao

Purchasing locally has been popular for a while. It was mostly due to national pride. 

Most importantly, consumers are choosing local brands because they like the quality and innovation of the goods rather than just because they are cheaper or because they feel more patriotic about their country.

🥮 Discover What Guochao Is and How Can (Carefully) You Leverage It

Conclusion:

Firstly, China’s e-commerce market is expanding steadily and is leading the world. Secondly, Chinese consumers are increasingly shopping online for clothing, accessories, and beauty products. Despite the changes in Covid restrictions, this trend continues to be strong. Thirdly, e-commerce enthusiasts are now being joined by the silver generation quickly catching up with online shopping.

This allows businesses to import goods to China and expand their market, especially when combined with popular cross-border e-commerce shopping and fewer restrictions.

If you want to know more about Chinese e-commerce or need help establishing your digital presence in China, contact us. 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

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Maximizing Opportunities in the Chinese Market: A Guide to the 2023 Marketing Calendar

January 12, 2023

Marketing in China is a unique and challenging endeavor. With a population of over 1.4 billion, the country is home to one of the largest consumer markets in the world. However, to truly succeed in this market, it is crucial for brands to understand and appreciate the country’s rich culture, customs, and traditions. One of the most effective ways to do this is by tapping into the many holidays and festivals that are celebrated throughout the year.

In this article, we will take a deep dive into the Chinese marketing calendar for 2023, providing a comprehensive guide to the major festivals and e-commerce events that brands should be aware of.

From the Chinese New Year, also known as the “Spring Festival,” to Singles’ Day and the Double 12 Shopping Festival, we will explore the significance, traditions, and opportunities of these events. This will help brands better understand and connect with the Chinese consumer and tailor their marketing campaigns to align with the values and interests of their target audience. Meanwhile, feel free to refer to this article to plan your 2023 marketing calendar accordingly!

 

Chinese Marketing Calendar

 

January

 

January 1: New Year

The International New Year is becoming increasingly popular among young people in China. The celebrations are similar to those in Western countries. It is important for brands to understand the cultural context and tailor their campaigns accordingly for better sales and engagement.

 

January 21-27: Spring Festival / Lunar New Year (春节 / chūn jié)

The Chinese or Lunar New Year, also known as the Spring Festival, is the most important holiday in China. It typically falls between January 21st and February 20th, depending on the lunar calendar.

During this time, people travel home to be with their families, exchange gifts and participate in traditional activities such as lion and dragon dances. This is a great opportunity for brands to launch new products, offer special promotions, and create festive campaigns to connect with consumers.

🧨 Discover some of the coolest ideas on how to connect with your Chinese audience during CNY

🧧 Creating Your Own Red Packet Cover On WeChat—The Ultimate Guide

 

 

 

February

 

February 5: Lantern Festival (元宵节 / yuán xiāo jié)

The Lantern Festival falls on the 15th day of the first lunar month, which is usually in February. This year it falls on February 5th.

This festival marks the end of the Chinese New Year celebrations, and it is a time for people to gather and watch lantern displays, solve riddles, and eat sweet glutinous rice balls. Brands can create special campaigns and promotions to align with the festival’s theme of luck and prosperity.

 

February 14: Valentine’s Day

Valentine’s Day is becoming increasingly popular in China, especially with younger audiences. On Valentine’s Day, people in China exchange gifts such as chocolates, flowers, and jewelry.

Brands can take advantage of this by promoting these types of products as Valentine’s Day gifts. Additionally, restaurants and hotels can offer special Valentine’s Day packages, such as romantic dinners or weekend getaways.

 

March

 

March 8: Women’s Day (三八节 / sānbā jié)

International Women’s Day, which is celebrated on March 8th, is an important event in China. On this day, many Chinese brands and companies run promotions and special deals to attract female consumers.

Additionally, there are often events and gatherings held to recognize and celebrate the contributions of women in society.

 

March 21: Spring Equinox

The Spring Equinox, which marks the start of spring in China, is a time for celebrating renewal and growth.

It is traditional for Chinese people to mark the occasion by participating in various customs and rituals, such as cleaning their homes, decorating with new flowers, and eating special foods. Many brands take advantage of the holiday season to promote their products and services.

 

April

 

April 5: Tomb Sweeping Day (清明节 / qīngmíng jié)

Tomb Sweeping Day, also known as Qingming Festival or Pure Brightness Festival, is a traditional Chinese holiday that takes place on the 4th or 5th of April each year. On this day, people pay their respects to their ancestors by visiting graves, cleaning and maintaining gravesites, and making offerings of food, flowers, and incense.

Normally, brands don’t publish dedicated greetings for the Qingming festival.

 

May

 

May 1: Labour Day

International Workers’ Day, is a public holiday in China that is celebrated on the first day of the month. It is a day to honor the contributions and sacrifices of workers and is typically marked by parades, speeches, and other public events.

We recommend preparing a dedicated greeting especially if you are in the B2B industry. For example, you can refer to Procter & Gamble Chemicals greeting:

 

May 1 Greetings

May 4: Youth Day

Youth Day in China is a public holiday celebrated on May 4th, marking the student-led protests of 1919, the birth of Chinese nationalism, and the emergence of the Chinese Communist Party.

During this period, marketing campaigns use slogans, messages, or visuals that resonate with young people, and brands also launch promotional offers and discounts.

 

May 14: Mother’s Day

Mother’s Day in China falls on on the second Sunday of May each year, and it is an occasion to honor mothers and motherhood. Family members often give gifts and express their appreciation for the love and care of their mothers.

For example, retailers may offer special deals on items such as flowers, jewelry, and clothing, food and beverage companies may launch special deals or limited-edition products

 

May 20: 520 Valentine’s Day

“520” is a slang term in China referring to May 20th, as the numerals “5” and “20” sound similar to the Chinese phrase “I love you”. Some people in China use the occasion of 520 to express their feelings of love and affection, similar to how Valentine’s Day is celebrated in other parts of the world.

520 is becoming a trend in China, especially among the young generation, they would use this day to celebrate their love, such as giving gifts, flowers, and chocolates, and planning romantic activities with their partners

 

June

 

June 1: Children’s Day

Children’s Day is celebrated on June 1st in China to honor children and promote their well-being. Activities such as parades, sports events, and cultural performances are organized by schools and local governments.

Companies and organizations also run campaigns to promote children’s rights, education, and health, including charitable donations and free or discounted admission to children’s attractions

 

June 7-9: Gaokao

The university entrance season in China, also known as “gaokao season,” is a crucial time for high school students as they prepare to take the National Higher Education Entrance Examination (NHEEE).

Brands, especially in the education, tutoring, and test preparation sectors, tend to launch various marketing campaigns targeting these students and their parents.

June 8: Father’s Day

Father’s Day is not an official holiday in China, but it has been increasingly popular in recent years, especially among young people. Many Chinese people choose to celebrate Father’s Day by giving gifts, such as clothing, watches, and electronics, to their fathers.

Sales and promotions, special gift sets, and emotional campaigns encourage customers to share stories on social media.

🚲 See the campaign we prepared for Father’s Day together with Montagut 

Father Day China Montagut

June 18: 618 Shopping Festival

618 is another shopping festival created by JD.com. The date of the festival is the anniversary of the launch of the JD platform by Liu Qiangdong. However, in recent years, it’s slightly losing momentum with consumer sales fatigue.

 

June 22: Dragon Boat Day (端午节 / duān wǔ jié)

The Dragon Boat Festival, also known as Duanwu Festival, is a traditional Chinese holiday that falls on the fifth day of the fifth lunar month, usually in June. The festival is celebrated to commemorate the ancient poet Qu Yuan, who is said to have drowned himself in a river.

During the festival, people in China typically participate in dragon boat races, eat zongzi (a traditional glutinous rice dumpling wrapped in bamboo leaves), and hang mugwort and calamus to ward off evil spirits.

Brands tend to market during this period by promoting traditional Chinese culture and history, they are usually looking to capitalize on the festive atmosphere and appeal to the emotions of the customers.

 

July

 

July 7: Minor Heat (小暑)

The eleventh solar term of the year, known as Minor Heat, starts on July 7 of this year. Minor heat warns of the impending hottest time, but the extreme heat point has not yet materialized.

Farmers focus on field maintenance during the minor heat. Currently, crops like mung beans, kidney beans, peanuts, and others are growing. People water these crops and take precautions against harmful insects.

 

August

 

August 8: Start of Autumn

The traditional Chinese lunar calendar divides the year into 24 solar terms. Chinese autumn, the 13th solar term of the year, begins on August 8 and ends on August 22 this year.

The start of autumn reflects the end of summer and the beginning of autumn. The fruitful season is approaching.

 

August 22: Qixi Valentine’s Day (七夕节 / qī xī)

Qixi Festival, also known as Chinese Valentine’s Day, is celebrated on the seventh day of the seventh month in the Chinese calendar. The festival has a history of over 2,000 years. It’s related to the romantic legend of two lovers, the Cowherd and Weaver Girl.

A lot of couples go on romantic getaways and exchange gifts. Chinese companies actively market their goods during the Qixi Festival by emphasizing themes of romance and love. For example, jewelry, flowers, and chocolates are popular gifts.

💕 Discover what Qixi is and what kind of activation you can prepare 

 

Qixi China

September

 

September 10: Teachers’ Day

In China, Teacher’s Day is a significant holiday. Students all over the country honor their teachers by giving them flower bouquets, cards, paintings, or performances of songs and dances.

In all Chinese schools, in mainland China and abroad, teachers’ day will be celebrated through meetings, ceremonies, and speeches.

 

September 29: Mid-Autumn Festival  (中秋节 / zhōngqiū jié)

The Mid-Autumn Festival is a traditional Chinese holiday that falls on the 15th day of the 8th month of the lunar calendar. Chinese celebrate this festival with family reunions, lanterns, and mooncakes.

Brands in China use the Mid-Autumn Festival for marketing, with campaigns featuring mooncakes, lanterns, and family themes. Some brands collaborate with celebrities for added appeal.

🥮 Have and eat your (moon) cake – what is Mid-Autumn Festival and Why You Should Pay Attention

 

 

 

October

 

October 1 – 6: National Day / Golden Week (国庆节 / guóqìng jié)

National Day in China is celebrated on October 1st to commemorate the founding of the People’s Republic of China. The holiday is marked by a grand military parade in Beijing and large-scale celebrations throughout the country, including fireworks displays and cultural performances

We recommend preparing a suitable greeting for your Chinese socials.

 

October 23: Double Ninth Day

The Double Ninth Festival, also known as the Chongyang Festival, is a traditional Chinese holiday that falls on the ninth day of the ninth month of the lunar calendar.

People celebrate this festival by climbing mountains, drinking chrysanthemum wine, and eating zongzi, which is a traditional rice dumpling.

Chinese traditionally believed that these activities will help prevent disease and prolong life. The holiday has also become a time for family reunions and honoring one’s ancestors.

 

November

 

November 11: Double 11 (双十一 / shuāng shíyī)

Double Eleven, also known as “Singles’ Day,” The holiday began as an informal observance for single people but has since grown to become the world’s largest e-commerce shopping event.

All retailers in China, such as Alibaba’s Tmall and JD.com, offer significant discounts and promotions on this day.

11/11 has become widely popular to buy all kinds of goods, from electronic devices to clothes and household items. The sale has also become a global phenomenon, with many international brands taking part.

🛍 Read how the Singles Day is Evolving in Recent Years and Why Discounts Won’t Work Anymore

11/11 Singles Day China

November 23: Thanksgiving

Firstly, Thanksgiving is not an official holiday in China. It is not a traditional holiday, but some expatriate communities and international schools celebrate it. In addition, many western-style supermarkets and restaurants in major cities will have Thanksgiving meal options for those looking to celebrate.

 

December

 

December 12: Double 12

Double 12 is an online shopping festival in China, similar to Cyber Monday in the United States. The event was popularized by e-commerce giant  JD.com as an event to counter and compete with Singles Day (November 11th).

As a result, it’s now the second-largest shopping festival in China. During the event, retailers offer large discounts and promotions to customers, and it’s a major day for consumers to purchase all kinds of goods.

 

December 22: Winter Solstice (冬至)

The winter solstice, or “Dongzhi” in China, marks the shortest day and longest night of the year. It is a time for balancing yin and yang energy through foods like glutinous rice balls.

Families gather to celebrate and honor ancestors. Chinese also practice traditional customs such as staying up late, eating glutinous rice, and offering sacrifices to the kitchen god.

 

December 24 – 25: Christmas

Christmas is often celebrated in a more commercial and westernized way, with the exchange of gifts and the decorating of Christmas trees. Despite the fact that some Chinese Christian communities across the country celebrate Christmas with church services and family gatherings, it’s safe to assume that currently, Christmas is a purely commercial holiday.

🎄 Check how Christmas Evolved in the Recent Years

In big cities, there are Christmas markets, shopping malls, and department stores holding Christmas-themed events and decorations.

🎅 Don’t Forget to Check Our Review of The Most Interesting Christmas Campaigns This Year and Save it for Later

 

In conclusion, a marketing calendar is a powerful weapon in the arsenal of any business looking to make a splash in the dynamic and fast-paced Chinese market. Therefore businesses should stay ahead of the curve and capitalize on the enormous opportunities that China has to offer by effectively planning and executing their marketing campaigns.

If you want to know more about marketing practices in China, please 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

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The WeChat Agency Blog: The Best of 2022

December 29, 2022

The year of the Tiger or simply 2022, was a very eventful year in China, to say the least. Contrary to the rest of the world, COVID-19 was still a predominant topic in the daily lives of millions of Chinese and had a serious impact on brands and their activities in China too, influencing literally every step they took from communication to sales. 

We’ve witnessed new trends and platforms being born and some slowly fading into memory. With the loosening of the restrictions, 2023 will be a fascinating year. Now, let’s bring the best pieces from our The WeChat Agency blog in 2022!

 

10. China Trend: Silver Generation

When everyone is eyeing China’s Gen Z, there is another fast-growing consumer group with a lot of leisure time, increasing purchasing power, and usually living within close-knit communities. COVID-19 and frequent lockdowns forced the Chinese elderly, already quite digital-savvy, to use online platforms more than ever before and subsequently sped up internet adoption among the eldest. 

Read here: China Trend: Silver Generation

China Silver generation senior

 

9. Top 5 alternatives for LinkedIn in China you need to know now

By the end of 2021, LinkedIn officially switched to CareerIn for users based in mainland China. Discover 5  social networking platforms that are not LinkedIn. 

Read more here: Top 5 alternatives for LinkedIn in China you need to know now

LinkedIn China

 

8. What is Dewu?

Do you know hat is Dewu (得物) aka POIZON? Deemed a male version of Xiaohongshu, it’s a fascinating social marketplace revolving around sneakers, fashion, and street culture. Brands like Adidas, Michael Kors, and Coach are already there.  

Read more: What Is Dewu?

Dewu Poizon China

 

7. How Douyin is Different From TikTok?

While essentially TikTok and Douyin are the same platforms, there are some major differences between these two. 

Read more: How Douyin is Different From TikTok?

Douyin Tiktok difference

 

6. WeChat Stickers – A Quick Guide

You can love or hate them but WeChat stickers are a huge part of communication on the app and can convey a myriad of emotions in one small GIF. Brands can join this fun trend too.

Read more: WeChat Stickers – A Quick Guide

WeChat Stickers

 

5. E-commerce Platforms in China

Learn more about Chinese e-commerce, there’s more than Taobao.  

Read more: E-commerce Platforms in China

Ecommerce China

 

4. Live Streaming on WeChat Channels

WeChat Channels live streaming definitely sped up in 2022. With more than 450 million daily active users and new built-in features (think e-commerce and customer service), brands are more excited to dip their toes into WeChat Channels live streaming. 

Find out how to apply and what are the most successful formats in one of our top blog posts of the year.

Read more: Live Streaming on WeChat Channels

WeChat Channels Live Streaming

 

3. ​​Douyin (China’s TikTok) Statistics 2022 [UPDATED!]

Douyin, China’s TikTok, in numbers. We are not surprised that this post made into top 3 of the year. 

Douyin (China’s TikTok) Statistics 2022 [UPDATED!]

DOUYIN Statistics China TikTok

 

2. What Is WeChat Marketing?

Your 101 to WeChat marketing. Everything you need to know and more. 

Read more: What Is WeChat Marketing?

WeChat Guide

 

1. A Beginner’s Guide to WeChat Channels

In 2022, no other WeChat function introduced more upgrades and new features than Channels. No wonder that our post introducing this platform within the WeChat platform raised so much curiosity and attracted thousands of your clicks. If you are a more seasoned Channels user feel free to discover more content about Channels on our blog. 

Read more: A Beginner’s Guide to WeChat Channels

WeChat Channels

If you wish to receive all updates from our blog please click here to subscribe. We are waiting to hear from you which topics would you like us to cover in 2023. 

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This Christmas, Find Out What Brands in the Chinese Market Have Been Up To

December 22, 2022

In the last decade, Christmas has settled as an important event for brands in China. Of course, it is not as large as traditional Chinese holidays or e-commerce festivals, but many brands, particularly those with Western roots, are celebrating with their fans in various ways. 

Shopping malls, restaurants, and entertainment venues in China’s major cities are all decked out with Christmas trees, and Santa is on his way to deliver gifts to children. This year, we looked at several different international and domestic brands to see how they celebrate Christmas. 

🎄 Read our previous article about how Christmas changed in China over the last couple of years

Christmas in China

When it comes to any festive campaign, social media plays an important role. With WeChat being the biggest social media platform, brands are super keen to get the best engagement for their campaigns. We’ve seen a lot of beautifully crafted interactive articles and WeChat campaigns for this Christmas. Again, we worked with Montagut to produce a fun interactive post that led readers through a short narrated story with a Christmas-themed setting. Scan the QR code to open the article and interact with it for yourself.

Montagut Christmas China WeChat

This is not the first time we’ve collaborated with Montagut on holiday content. Click here to learn more about our “Winter Wonderland” Christmas campaign. 

Christmas in China is more about gifting between couples during romantic dinners or self-gifting than it is about family gifting. As a result, many jewelry brands are taking this task seriously and planning eye-catching and interesting campaigns. Tiffany and Boucheron created some cool interactive posts. Harry Winston, on the other hand, delights with an online quiz that helps you find the best gifts for your other half or for yourself. Fendi prepared a whole winter-themed universe leveraging WeChat Channels, stickers, and gaming, all in one! Not to mention creating a super cute brand mascot – Brother Fen to top off the trends targeting Chinese Gen Z. 

🔥 Explore more about China’s Gen Z as Luxury Consumers

 

 

Fendi – Brother Fen’s Universe:

Fendi China

 

Harry Winston Mini-Program Quiz:

Christmas WeChat Interactive Posts:

 

Interactive Post from Pandora:

 

Interactive Post from Boucheron:

 

Interactive Post from Tiffany:

Advent Calendars in China

Many beauty companies have released Christmas-themed products as well as full-fledged advent calendars. Following last year’s public relations disaster, in which the Chanel advent calendar was deemed overpriced for the value of the products inside, other brands’ seasonal blind boxes fared well this year due to customer satisfaction with better product quality and price points.

In China, blind boxes are a popular marketing tool, and advent calendars fit the bill perfectly if done correctly. Brands such as Charlotte Tilbury, MAC, or Diptyque released theirs through their own channels as well as in collaboration with KOLs. The following are some of the 圣诞限定礼盒 (Christmas Limited Edition Box) mentions on Xiaohongshu, “RED,” where users were unboxing and showing off their treasures.

RED Xiaohongshu Advert Calendar China

Christmas on Chinese E-commerce Platforms

Naturally, compared to complete promotional takeovers during 11/11 or other shopping festivals, Christmas is less visible on e-commerce. However, many brands prepared their own promotions and Christmas content for their official Tmall stores. Many brands took a creative approach to Christmas, tying the festive season with more inclusive winter, astrology, or winter sports themes rather than a dull Santa and reindeer approach. Since the Olympic Games in Beijing in early 2022, the latter has also become synonymous with winter.  Astrology is also a big trend leveraged this Christmas, particularly in makeup, and can be seen not only in Western brands like Dior and Gucci but also in Perfect Diary. 

Christmas Tmall Taobao

This year’s lower enthusiasm for celebrations is also related to the recent surge of COVID-19 cases across China as a result of relaxed restrictions, which appears to be the first step toward China’s reopening in 2023.    

📌 Click here to learn more about WeChat interactive posts and how you can make the most of it!

Takeaways

It only makes sense for a brand with European roots to want to celebrate this holiday with its customers and provide them with a little extra.  You can engage and amuse your fans with a comprehensive marketing campaign, depending on your goals and resources. You could also offer exclusive holiday discounts or festive add-ons. Alternatively you could just wish them a happy holiday in a special post or interactive article. 

Additionally, international B2B brands shouldn’t be reluctant to celebrate Christmas with their clients. In fact, this is one of the few times when you can get away with using lighter language. We assist our clients in planning holiday events each year that will highlight their brand values and improve their relationships with their staff, partners, and clients. See some of the examples from previous years:

 

 

 

Last but not least, since Christmas is here, it means that Chinese New Year is also approaching fast, and this year it falls particularly early on January 22. It’s the last chance to start getting ready for China’s most significant holiday. There are a number of options, including intricate campaigns, interactive articles, holiday posters, and even red packets.

🧧 Visit our article to learn more about what a “red packet” (hongbao) is

Contact us if you would like our assistance with your marketing communications during this special time of the year.

 

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What is Whitelisting and How It Can Help Brands Boost Collaborations on WeChat?

December 5, 2022

All WeChat content creators and marketing managers will agree that getting organic views under their articles is getting tougher year by year. In the highly-saturated space as WeChat is, ads are of great help but do you want to know how to reach new audiences through organic content? That is possible by collaborating with so-called hot accounts (industry accounts with a big reach and strong reputation) and influencer accounts on WeChat. 

We saw a lot of our clients partnering with other accounts to promote their brand but despite sometimes high fees, these sponsored articles didn’t generate any additional traffic or new followers for the client’s account. Did it happen to you too? Learn how to avoid these mishaps in our article and which methods will work towards your particular goals. 

 

What is Whitelisting?

So what is exactly whitelisting and how to share content on Wechat using this method?

Whitelisting is the method of allowing access to resources created and posted by your account to only authorized parties. When it comes to WeChat as a social platform, whitelisting can be very beneficial for users and businesses alike. By leveraging whitelisting your brand can reach new audiences who are already curious about your industry and potential customers. 

Shortly, you can allow other accounts to reshare or as WeChat call it, reprint, your articles on their accounts. 

Content that can be redistributed in this way must have the ‘original content’ mark meaning that you’re the owner of the content. 

Content producers can click the “original content declaration” button in the backend when publishing to claim full ownership of the content. In order to do so the articles must be at least 300 characters long. Note that articles without this designation can be easily copied and redistributed without your knowledge. It’s always good to tick the ‘original content’ box! Find requirements for accounts that post mostly visual-based content and can’t read 300 characters on the official WeChat / Weixin website. 

 

Types of sharing content in WeChat

By default, all accounts can reshare articles from other accounts on WeChat. However, this function is not very popular. It doesn’t look aesthetically pleasing or attractive. You can see it below. 

There are two main types of authorization for third-party partners to reprint your content. 

First of all, the authorization can be granted for individual articles or for all content posted on your account (global reprint permission 全局可转载帐号). The second option means that the whitelisted partner will be able to share all our articles at any time.

In both cases, you will have additional options to consider when allowing other accounts to reshare your content. You can: 

  • Require a partner account to display a link to the original official account: You can require always have a link to the original article visible. This will enable the readers to visit the original article and potentially 
  • Give permission to edit: You can grant the resharing account permission to edit the article; otherwise, the article will be forwarded in its entirety.

Whitelisting

As you can see you can choose different options depending if the relationship with the partner is to be a one-off or a long-term one. 

Secondly, keep in mind that if you don’t require the partner to show the link to the original article you’re losing the chance to redirect the fans to your account. Having a contact card tile with the link to your account or a QR code is a must if your goal is to drive traffic to your account. 

Reprinting – how is it displayed on WeChat?

Sharing WeChat B2B

As you can see in the 3rd option, users will see right away the original source of the article and they can click to follow your account. Your partner on the other hand can add a short note about why they are reposting this article or any other comment or introduction.

New option! 

Just recently, we spotted a new feature in the WeChat backend. This new option, ‘quick repost’, means all accounts can repost your new article. This option comes with some limitations but it’s a good way to get your content spread. It gives you less control on who can share the article but on the other hand, accounts won’t be able to remove the source or modify it. 

According to WeChat:

  1. When quick repost is on, the source will always be displayed when this article is reposted, and cannot be modified.
  2. Quick repost does not affect the repost authorization of whitelisted accounts. The format is as follows.

Interesting thing:

  • Reprinted articles cannot contain internal WeChat links. 

quick repost wechat

Collaboration and mutual distribution

WeChat’s official accounts can work with other accounts in a variety of ways to spread their content among a chosen target audience. This can be done either by providing a ready-to-use article to partners that will be shared via a whitelisting process. You can also opt to create a new, original article.

It is critical that sponsored content maximizes efforts and truly directs readers from the partner account to the original content on your account. For example, a QR code or contact card at the end of the article will help users to reach the original source.

Similarly, if your brand has several official accounts, the most effective way to cross-promote would be to mutually whitelist each other and regularly reshare key content across. 

 

Collaborations with KOLs in WeChat

Collaboration with KOLs (key opinion leaders), your industry experts, or hot accounts from your industry can be very beneficial. After that, publication brands can work with KOLs to direct traffic from these accounts to your account.

 

Brands that cannot advertise on WeChat

Accounts belonging to restricted industries can also greatly benefit from whitelisting as a key method of promotion on WeChat. Since there are stringent regulations for certain sectors it’s often impossible for these brands to advertise on WeChat.  

But brands in these sectors can only grow organically on WeChat and actually thrive. This is where a carefully planned collaboration strategy helps. Because of that collaborations can help reach new audiences, and with whitelisting facilities, organic content from these brands can get better visibility.

⛔️ Learn who can’t absolutely advertise on WeChat. Does your brand fall within one of these categories?

 

Case study on magazine collaboration

Let’s observe the advantages of collaboration with one of our clients. 

Client: AkzoNobel International Marine Coatings

Industry: B2B Marine & Protective Coatings for the shipping industry

Target Audience: Major shipping companies

Objectives: build brand awareness and brand equity

Solution: Collaborate with expert magazines from the industry to publish content from the brand on their WeChat account.

Results: Magazine articles surpassed by 80% and 125% the brand’s best-performing owned article of the whole year among the relevant target audience

Whitelisting Sharing WeChat B2B case study

These PR-style collaborations also serve as backlinks for WeChat SEO, boosting the brand’s ranking in the WeChat search results. These collaborations produce results both in the short term (by providing brand visibility to magazine followers). In addition, in the long term, it improves the WeChat search index ranking.

🚢You can see the full case study here: Case Study: AkzoNobel (B2B Management)

 

Conclusion

Collaborations, be they with KOLs or partner brands, are crucial to expanding customer bases by reaching new audiences. In conclusion with whitelisting, you can reach high-quality followers with organic content. This is especially helpful for brands that cannot advertise on WeChat and solely rely on organic content to reach their potential customers.

If you want to know more about collaborations and content sharing on WeChat, please 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.

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What’s going on in China?

December 1, 2022

Sephora: The French retailer primed to be a digital powerhouse for C-Beauty

 

Five of the newest beauty trends that makeup companies should be on the lookout for in order to capitalize on the Chinese beauty boom were unveiled by Sephora. Chinese brands have been actively welcomed by the platform, which has accelerated the upgradation of regional market players.

Five local premium beauty brands are expected to generate over 100 million RMB ($13.92 million) in annual revenue with the aid of the retailer’s “China Accelebrate” program over the next three years.

https://daoinsights.com/works/sephora-the-french-retailer-primed-to-be-a-digital-powerhouse-for-c-beauty/

 

Baidu Baike: The Chinese online encyclopedia as a marketing tool

 

The Chinese search engine Baidu owns the online encyclopedia Baidu Baike, which sees billions of searches annually and 200 million DAUs (daily active users).

In fact, Baike has developed into a crucial marketing tool for companies looking to build their online presence in the Chinese market, and it has become essential for western businesses looking to improve their brand reputation in the nation. 

Each Baike webpage has a standard length of 800 characters and typically has a very straightforward structure with sections made up of text and images. The platform’s intriguing feature, however, is that it enables brands to establish a direct connection to their official website or social media accounts by allowing them to insert corporate links and referrals inside the page.

The most significant advantages include things like raising trust and authenticity levels, increasing search rankings on Baidu, and more

https://mp.weixin.qq.com/s/TfIoftKlY3_28vDvwnDPNQ 

 

Decoding China’s CIIE And What It Means For Foreign Brands

 

The expo, which is supported by the government, has been held at Shanghai’s National Exhibition and Convention Center since 2018. The six-day event in 2021 attracted more than 2,900 businesses from 127 nations, and the total value of the deals concluded there was $70.7 billion.

The fifth iteration of CIIE this year welcomed companies from 145 nations, including several L’Oréal, Kering Group, and Richemont brands.

Even when partnered with prestigious organizations like the World Trade Organization, government-run trade fairs are not known for their glitz or appeal to cutting-edge fashion brands and design houses. 

However, access to the enormous Chinese market has been siloed because COVID-19 restrictions continue to limit business travel to China and make it nearly impossible for locals to shop abroad.  

https://jingdaily.com/china-international-import-expo-2022-loreal-kering/  

 

Tencent tests animation video creation App “Wan Ju”

 

On November 25, Tencent conducted a limited test of the “Wan Ju” app. It is a tool for making straightforward animated videos. By using the text and editing resources in the “Wan Ju,” which include stories and science popularization, users can create animated videos.

Additionally, “Wan Ju” supports the split mirror function and allows the addition of multiple animation scenes, ensuring a variety of animation content. Users can view their creations in the “Personal Center” after they have been published and saved in the mobile phone album. 

 

Twitter: Half of top 100 advertisers stop advertising

 

A significant exodus of advertisers is threatening Twitter. According to market research firm Media Matters, half of Twitter’s top 100 advertisers have stopped using the platform 25 days after Elon Musk purchased the company.

According to Media Matters, those 50 businesses have given Twitter close to $2 billion in advertising revenue since 2020, with $750 million spent this year alone.

 

FIFA World Cup sets off consumption boom for JD.com

 

JD.com has partnered with supermarkets nationwide and extended business hours to launch a special “Night Market” in order to take advantage of the World Cup’s business opportunities. This will allow fans who stay up late watching games to take advantage of quick deliveries whenever they place an order. 

Since the Covid-19 outbreak and ensuing lockdowns, the idea of instant retail has rapidly gained traction in China and even turned into a well-liked business model for e-commerce behemoths like Alibaba and Tencent.

JD.com hopes to increase its market share and expand its instant retail services by taking advantage of the World Cup festivities. 

 

https://daoinsights.com/news/fifa-world-cup-sets-off-consumption-boom-for-jd-com/

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Chinese Market Updates

November 23, 2022

Alibaba And JD.com Keep Double 11 Revenues Secret. The Chinese Consumer Is Clearly Changing.

 

As the 14th Double 11 came to a close, China’s consumers were feeling down, and massive changes in consumption patterns prevented this year’s shopping festival from growing as rapidly as in years past.

The shopping craze hasn’t entirely subsided, though, and newcomers are catching up quickly in their transition from content sharing to online shopping. Then, new retail platforms and community group buying e-tailers contributed more information.

For the first time, the combined GMV from all significant e-commerce platforms surpassed 1 trillion RMB, according to Syntun, an independent big data monitoring company.

According to Tmall, the four power pillar industries have changed from being beauty, FMCG, consumer electronics, and clothing to outdoor sports, pet supplies, collectible toys, and jewelry. Sales for 358 brands in those four categories totaled more than 100 million RMB.

Link: https://jingdaily.com/double-11-alibaba-tmall-jd-douyin-consumer-trends/ 

 

Adidas just can’t do it in China anymore

 

Adidas reported revenue growth across the globe, except in “Greater China”

Adidas attributed the weak performance in China to the “challenging market environment,” primarily caused by COVID restrictions, but the company also brought up the high number of product takebacks in China, which had a significant negative impact on revenue. 

Old products that have not been sold or for other reasons are returned to the manufacturing process. Adidas is also dealing with extremely high inventory levels, which in the third quarter saw a 63% year-over-year increase, “due to the pressure on the passenger flow trend in Greater China.”

In China, Adidas is actually no longer listed among the winners. Local champion Anta Sports overtook Nike’s $3.7 billion in sales in China in August after reporting revenue of 25.96 billion yuan ($3.79 billion) for the first half of the year, an increase of 13.8% year over year. Anta Sports is now the largest sportswear brand in China.  

Adidas reported China revenue of 12.19 billion yuan ($1.72 billion), while another local brand, Li-Ning, reported revenue over the same period of 12.40 billion yuan ($1.76 billion). Adidas is now in fourth place in China as a result. 

Adidas recently began a partnership with the China Literature and Art Foundation to better the company’s comprehension of and engagement with local consumers.

 

2022 Autumn/Winter Fashion Trend Report

 

In the second half of 2022, the change of dress concept will be the dominant fashion trend. Strong and delicate coexist. There are many different multilevel dress concepts as a result of the re-integration of vintage clothing with modern materials, fashion, and function. 

After a protracted period of seclusion, consumers have rekindled their desire to dress up, but the retail industry continues to be driven by the idea of outdoor time. 

Men’s clothing focuses on “heavy fabric” and the retro revival, while women’s clothing emphasizes style, material, and function. Women’s shoes continue to innovate, while men’s shoes with multi-scene integration wear are in high demands.

  • Top 9 fashion trend

时髦知识分子Trendy Intellectual 

工装辣妹 Workshop Hottie 

摩登新中式Modern Chinese 

复古运动Retro Sports 

千金大小姐Classy Lady 

南法庄园 Panier Des Sens 

职场精英 Workplace Elite 

城市运动Urban Sports 

通勤汉元素 New Han-Style Clothing

  • Top 10 trending categories

衬衫式羽绒服 Shirt-Style Down Jacket 

粗花呢外套Tweed Coat 

无缝一体打底衫 One-Piece Bottoming Shirt 

轻暖羽绒 Lightweight Down Jacket 

重磅卫衣 Pure Cotton Sweater 

西部牛仔靴Cowboy Boots 

玛丽珍 Mary Jane Shoes 

托特包Tote Bag 

软支撑文胸 Soft Supporting Bra 

巴洛克珍珠项链Baroque Pearl Necklace

Luxury resale platform Plum records 100k customers on Double 11

 

The top three most popular brands during Double 11 were Chanel, Louis Vuitton, and Gucci, the report claims.

 The platform’s success is largely attributable to the business’s 2019 launch of an integrative live broadcast model. Plum has become one of China’s biggest platforms with the highest volume of sales and livestreams in its sector as a result.  

The secondhand luxury platform has expanded significantly since it began operating its circular fashion business in 2021. 

Due to changing attitudes toward used goods in the luxury landscape as well as young consumers who are increasingly willing to purchase pre-owned clothing and accessories, China’s second hand luxury market is currently booming. 

According to iResearch, platforms like Plum, Feiyu, ZZER, and Ponhu are leading the trend in mainland China’s domestic luxury resale market, which was estimated to be worth 51 billion RMB (8 billion USD) in 2020 and is expected to grow to 208 billion RMB (32.75 billion USD) by 2025.

https://daoinsights.com/news/luxury-resale-platform-plum-records-100k-customers-on-double-11/

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What is 11/11 Singles’ Day and how this Retail Festival Changed in Recent Years?

November 11, 2022

We all have heard of Valentine’s Day or “Lovers’ Day,” but have you heard of “Singles’ Day” aka 11/11 or Double Eleven? Interesting right? It is celebrated in China, and it is one of the biggest retail festivals here. A huge event in the marketing calendar of many retailers. And, if you are targeting a Chinese audience, then this is an amazing opportunity to make huge sales.

Let’s learn more about this singles’ day and understand ways to capture an audience in this highly competitive market.

 

What is “11/11” and how did the craze take over China in the last couple of years?

The festival started when the students of China’s Nanjing University celebrated “Bachelor’s Day” as a sort of anti-Valentine’s Day around 1993. Why November 11th? Numerology is very popular in China. November 11 looks like four lonely sticks when written, and hence, Singles’ festival was born. This celebration started spreading among other universities. Men and women started celebrating it. So, eventually, 11/11 got the name “Singles’ Day.” People celebrate this occasion by treating themselves to gifts and presents, making Double 11 a huge retail festival in China.

In 2021, around 900 million shoppers purchased luxury items from Gucci, Burberry, Coach, and other luxury brands. China’s two tech giants, Alibaba and JD.com, together they set a new world record by earning around $139 billion. Due to this huge craze, there is a lot of competition as well among brands. To survive the competition, campaigns must be well-prepared. Brands collaborate with KOLs and online advertisements to promote their product and get better awareness among consumers.

Tmall was the one which initiated the Singles’ Day Shopping Festival in 2009. It has grown over time into a shopping phenomenon and greatly impacted the global retail sector. In November 2011, the one-day sales of Singles’ Day surpassed the sales of Cyber Monday in the United States. It has become a massive internet shopping festival.

Every year, Tmall organizes a massive shopping extravaganza that features unending live-streaming sessions, amazing discounts, and celebrity appearances. Other shopping giants like JD.com and Pinduoduo also joined this heated competition.

Why Double 11 sales are going down?

However, Tmall’s sales have dropped dramatically in recent years. Not only Tmall but also Alibaba and JD.com saw a drop in sales in 2020. Some of the reasons for this downfall are

  • Singles’ Day has been around for more than a decade and customers are not as excited as before. Today they are also much more familiar with the tactics and campaigns done by the brands.
  • Starting the sales window way too early. People purchase in the initial sales and this makes the actual day or week revenues much lower.
  • Livestream e-commerce is a huge hit among consumers but live-streaming features are available on all social media platforms nowadays. This makes the e-commerce houses like Tmall hard to grab the audience’s attention through their live streams.
  • With numerous promotions and campaigns all around the year, Singles’ Day stands out less. This makes the Single’s day sales feel less special and results in low sales. Check the list of other e-commerce festivals in China and you’ll see that Chinese consumers have multiple occasions to hunt for deals. 
  • People are getting more aware of consumerism. Many have started becoming more conscious of the products they buy, from whom they buy, and shopping sustainably.

 

Brand practices and consumers’ reaction

During these festive sales, the competition gets fiercer. Brands also join e-commerce platforms to get more sales. With offers and discounts available in online stores, offline stores, and live streaming channels, people are finding it difficult to purchase products at the lowest price.

Even big brands got under fire due to false advertising with L’Oreal among them. Though they topped Weibo’s list of the hottest searches, they got a huge backlash for misleading the consumers. As the issue continued to bubble, the hashtag #L’Oréalaccusedoffalseadvertising trended on Weibo, reaching 150 million views.

Consumers have recently stated that they would rather purchase goods at regular prices when needing them. As opposed to comparing numerous coupons and discounts to find the best deal.

Post-COVID reality

Post-Covid, many users have become more cautious about spending money. Consumerism is getting more criticism, along with the crazy amount of excessive and unsustainable packaging that 11/11 creates. Chinese consumers are aware of the effects of global warming and have experienced its impact. People are becoming more aware of the situation and want to take the essential steps to avoid consumerism.

This has forced brands and e-commerce giants to adopt sustainability. This year’s 11.11 shopping festival coincides with the 27th United Nations Conference on Climate Change, also known as COP27. Over the course of the 11.11 Global Shopping Festival, Alibaba Group is promoting sustainable consumption throughout its ecosystem. Alibaba has partnered with brands and merchants to provide Chinese consumers with more sustainable products at a time when they are looking to live more sustainably.

 

The biggest stars of last year Double 11 in trouble

Note that live-streaming e-commerce started booming in China during the pandemic. In 2021, more than 320 million customers in China will make at least one purchase from a live-stream session. We also covered quite extensively live-streaming tactics for WeChat Channels. 

Viya and Li Jiaqi, China’s two famous live streamers, were the biggest winners of Alibaba’s Singles’ Day in 2021. The power duo generated GMV worth $3.1 billion (20 billion yuan) during their October 20 live stream session, which is close to 10% of the entire 2020 Singles’ Day event. Li Jiaqi pre-sold $1.9 billion (12 billion yuan) in products ranging from Shiseido creams to Apple AirPods. Viya also registered a smashing success, selling about 1.2 billion (8 billion yuan) in goods during a 14-hour live stream. Li Jiaqi, also known as Austin Li, was one of China’s biggest internet celebrities, with 64 million followers on Taobao. He once sold 15,000 lipsticks within 5 minutes in a sales competition against Alibaba.

But the superstar has gone silent after his show was abruptly cut last year due to connotations with political events. There is a long silence from Li’s side, which is very uncommon for him. He isn’t the only internet star to vanish from social media in China in recent months. Shortly after her successful 11/11 appearance, Huang Wei, also known as Viya, was fined $210 million for tax evasion. Huang had millions of followers on China’s major social media and shopping platforms, but her accounts were removed in December. She has not appeared online since then.

The sudden rise and fall of China’s most well-known influencers serve as a reminder. Brands should keep in mind how risky it is for brands to invest only in KOL marketing. This can have a huge impact on this year’s Singles’ Day sales.

New Singles’ Day strategies

Loyalty program

Brands have slowly started to realize that when it comes to building a strong, long-term relationship with shoppers, there is more to success than just offering deep discounts. The 14th edition of Alibaba’s 11.11 Global Shopping Festival in China features over 290,000 brands. It has provided retailers with tools and solutions for expanding their brand loyalty membership programs and introducing new products this year. 

Membership has become a high priority for brands on Tmall because it allows them to interact with consumers most directly and, for some, provides a higher level of certainty over sales during 11/11.  To date, over 40 brands on Tmall have loyalty membership programs with over ten million members, and 600 brands have loyalty membership programs with over one million members.

Alibaba is one e-commerce platform that has made strong progress from a GMV focus to a loyalty focus. “Alibaba is relatively ahead of the curve by serving these high-quality consumers,” said Ralph Wu, an associate partner at Bain & Co.

As of June 30, Alibaba also had 25 million members of its 88VIP loyalty program, with each member spending more than 57,000 yuan per year with the Hangzhou-based company. 88VIP is a mechanism designed to help participating brands and merchants increase stickiness and deepen consumer engagement across Alibaba’s ecosystem.

Brand storytelling

Claire Sun, Marketing Director of Royal Canin, a pet food brand with 1 million members and a decade-long presence on Tmall, talked about the brand’s 11.11 preparations and the benefits they’ve gotten from Alibaba’s platforms.

Royal Canin’s 11.11 preparations took a different turn this year. The company started early and collaborated with Tmall to host its first-ever Super Brand Day in the pet category. 

This enabled the brand to amass a wealth of consumer insights and customer assets in advance of 11.11.

Bilibili joins 11/11

A new player is joining this year’s “Double 11” e-commerce battle: Bilibili (also known as B Station). The video-sharing site officially launched a live-streaming shopping function ahead of China’s biggest shopping bonanza. 

At present, Bilibili’s live broadcast rooms offer products from its self-operated stores and those from Alibaba’s Taobao and JD.com.

To grow its livestream army, Bilibili has lowered the threshold for video uploaders to host their own live broadcast rooms. They must be at least 18 years old and have at least 1,000 fans. On top of that, they need to possess broadcast records from the past four years.

Overall, there is still a long way to go before B Station can pull ahead in the live-streaming race. It will be tantalizing to see how the video-sharing site will fare during the Double 11 shopping festival.

Conclusion

Chinese e-commerce behemoths created online shopping festivals like Double 11 to boost sales through discounts. Double 11 remains an important event for increasing brand and product exposure. However, brands should prioritize positive relationships with end consumers over skyrocketing GMV. 

If you want to know more about retail festivals in China and e-commerce, please 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

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How to Make a Great First Impression on WeChat with an Official Account?

November 4, 2022

WeChat’s active users are steadily increasing, and it has over 1.29 billion monthly users. Today, WeChat is one of the leading social networks worldwide, ranking fifth in terms of active users. As literally, everyone in China is on WeChat so are the brands using the official account function to connect with their fans, business partners, and potential prospects. On average, most of the users followed between 10 and 20 WeChat official accounts. So, it is very crucial for businesses to stand out in order to attract potential customers, and it is not easy.

Here are a few things you can do to make the best first impression on WeChat as the brand’s official WeChat account

How do WeChat users discover and start following official accounts?

How do users come across a WeChat account? There are different ways one might come across a brand’s official WeChat account. People might find official accounts thanks to QR codes which are ubiquitous in China and can be placed on: 

  • Marketing materials,
  • Web sites,
  • Newsletters,
  • Brochures,
  • Business cards. 

The target audience that is using the WeChat app can reach the Official accounts through:

Other methods of fan acquisition

There are even other ways a user can reach an official account inside the WeChat app. However, WeChat users may also be reached through paid promotions, collaborations with KOLs, and other partners. KOL marketing is huge and can benefit businesses by creating awareness. If you think that KOL/influencer marketing is only for lifestyle brands, you might want to rethink your approach. Since WeChat brand marketing is all about official accounts, you can also collaborate with bigger accounts to promote your brand. You can subscribe to our newsletter to receive information about new posts or follow our official WeChat account at KRDS-Agency.

How to make the best first impression on WeChat?

When the audience lands on the account, they first see the main page. It is the flagship of a brand presence on WeChat and it creates the first impression on the audience about the style and the message of the brand. A brand’s official account can be an equivalent of an official website. 

Firstly, the main page showcases the brand logo, description, and menu, and has the latest articles published. It is very important to keep in mind that the information is accurate and stays aligned with the brand. Secondly, you should make sure it is presented in a clear and user-friendly way.

Moreover, there is a welcome message. When a user starts following an official account, a welcome message will be prompted automatically. Typically, the welcome message contains information about the company, the current campaign, a link to the mini-program, and more.

Along with the welcome message, you can see a menu at the bottom. A proper and well-maintained menu is critical as it is one of the most frequently clicked items on the entire WeChat account.

Many users want to get the information right away that they are looking for. It is the first place people reach out and navigate through the account. Therefore, menu tabs should be embedded within WeChat or link to a website hosted on the Chinese server. You can also mirror the menu from the official website.

 

User’s journey through the WeChat official account

Stage 1: First impressions

Regardless of how users found your account, they will land on your main WeChat page and will make a decision if they want to follow your account. They will see the account name, brand logo, description, your company name as on the business license. They will also see how many of their friends are also following your account. Still, even before following you, they can see the latest articles (make sure the thumbnails look nice and eye-catching), interact with the menu tabs and see if you have a dedicated video Channels account.

🎥 What are WeChat Channels and how you can incorporate them in your WeChat planning?

Stage 2: Why should I follow?

When someone first follows an account, they immediately come across the automatic welcome message. In the welcome message, clearly and simply inform what kind of content they can expect from the account. For example, it’s a good idea to include a brief introduction to your company, quick links to your offerings, and contact methods. 

WeChat Welcome message

Stage 3: Did I find what I was looking for?

There is a WeChat menu to help with this. The WeChat menu is an extremely important part of the official account. It is actually quite often overlooked or not updated regularly. For instance even inactive accounts, still see considerable traffic each month just to their menu tabs. 

ℹ️ Learn more about the menu

ℹ️ How to optimize your WeChat menu?

WeChat Menu

Stage 4: Auto-replies

It happens that users don’t find the information they were looking for in the menu. Sometimes they simply prefer a one-on-one and direct conversation. In order to facilitate your customer service work, you can set up automatic replies prompted by the most frequently asked questions and relevant keywords. In other words, your followers don’t need to wait and get an instant reply.

Conclusion

WeChat is a huge deal if you want to attract an audience. The audience can judge a business through the WeChat official account. So, it is very important to understand how to maintain the account in a better way to attract and make the audience follow the WeChat official account.

If you wish to know more about WeChat marketing and content creation or other marketing techniques in China, please 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.

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