Chinese Consumers are Comfortable Sharing their Data Compared to Consumers in Other Markets
Between 2017 and 2021, China’s loyalty programme market grew at a 13.7% annual rate to $15.7 billion. Over the following four years, it is predicted to increase at a rate of 13.0% each year.
Quick-service restaurants are establishing green rewards programmes to incentivize consumer behaviour in order to promote a more sustainable lifestyle and attract consumers who are driven by eco-friendly companies.
WeChat Channels Live Streaming Rewards “Traffic Coupon” to Drive Traffic and Sales
Option 1: Mini program live streaming: Brands and businesses can add a Live Streaming module or component to WeChat mini program. For example, brands such as Perfect Diary, Forest Cabin (in Chinese: 林清轩), and Prada have held live streamings through WeChat mini program for sales or events.
Option 2: WeChat Channels Live Streaming: Up to early 2022, WeChat Channels have reached 450 million Daily Active Users, a 50% increase compared to early 2021. WeChat Channels Live Streamings are more visible to the public audience compared to mini-programs. For example, people browsing content on WeChat Channels may enter live streaming of a brand they didn’t know before.
Traffic coupon: In 2022 April 12th to December 31st, any live streaming for shopping purposes with the shopping cart function activated will be automatically participating in Merchant Incentive Plan.
Brands or merchants have to introduce 50 new viewers that didn’t come from WeChat Channels to gain official traffic coupons. You can drive followers from your WeChat Official Account, spread the news through WeChat Moment, WeCom, personal chats, or groups, to Channels Livestreaming.
How to Inspire Word of Mouth Marketing from a Chinese Audience
Any marketing strategy’s success is determined by two factors: reach and impact. Unlike mass media advertising, which has a broad reach but a limited impact, word-of-mouth marketing has a narrower reach but a far greater impact.
The value of word-of-mouth marketing is represented in statistics: according to Semrush, word-of-mouth marketing accounts for $6 trillion USD in global expenditure each year and accounts for 13% of all sales.
Currently, the top social media platforms in China for word-of-mouth marketing include WeChat, Weibo, Xiaohongshu (RED), and Douyin (Tik Tok’s Chinese counterpart), all of which also have their own e-commerce functions built in.
- KOC
- DTC
- Group Purchase
Link: https://mp.weixin.qq.com/s/IRwuZJ_-B26ACLLWt5osEw
Three Chinese Digital Marketing trends in 2022
Regular product updates: More than 200 million new products will be launched on Tmall in 2021, accounting for 35% of the market. It signifies that new products have emerged as one of the most critical components of brand growth.
New goods, on the other hand, do not have to replace prior ones; rather, the new ones might be based on the previous ones and emphasise essential components to highlight the brand’s individuality. For example, OPPO debuted a new series Reno 6 with a light blue cover in September 2021, then 6 months later, they released a new colour Purple Star with the same feature.
Second, more and more brands are collaborating with other brands, particularly those that focus on completely different areas, in order to introduce a brand-new concept and capture the audience’s interest. For example, LV and Nike Air Force collaborated on a new shoe design. Holland, in collaboration with Pokeman, has released a new line of cakes.
Introducing virtual space and unleashing marketing imagination: Because of the Facebook revolution, metaverse has grown in popularity since 2021. More and more firms are creating advertising based on this notion, and NFT makes it even more appealing. With the advancement of new technology and the increasing risk of celebrity (scandals), more corporations are creating their own virtual idol for marketing objectives.
On the one hand, developing virtual idols assists firms in lowering marketing costs. Brands, on the other hand, can create a virtual image to suit the company’s position.
Brand responsibility has been enhanced: In recent years, a few corporations have developed a CSR (Corporate Social Responsibility) department with the goal of increasing both social and financial value. Sustainable development will be one of the most essential aspects of a brand that encompasses three major themes: environment, climate, and biodiversity.
– Kangshifu and Pepsi both launched a drink without labels, to reduce carbon and build an environmental concept.
– Kuaishou created an advertisement, revealing the reality of the polar bear, and started a public campaign calling upon the whole society and corporations to actively respond to global warming with low-carbon actions.
– Clarins, together with WWF, created a foundation, starting with protecting the habitat of Siberian tigers and appealing to people to pay more attention to the living status of those tigers and hoping to help them come back home sooner.
Link: https://socialbeta.com/t/10-digital-marketing-trend-in-2022
WeChat Channel Admin Can Be Migrated
Previously, if we wanted to display the channel on the official account’s page, we needed to have the same administrator for both the WeChat official account and the channel. However, if the administrator of the official account is removed for personal reasons, but the administrator of the channel remains the same because the channel administrator does not support change, the channel will not be featured on the front page.
Now the administrator of the channel can be changed, and the function is still under test.
Key points:
It can be replaced 5 times a year
Only certified video numbers are supported
Private messages cannot be migrated
Link: https://developers.weixin.qq.com/community/develop/article/doc/000882fe1d01a003afed3e00e5b013