Uncovering Potential: Evaluating the Most Recent Developments in China’s Sector

December 6, 2023

1.Alibaba is being urged by Jack Ma to “change and reform” 

In an internal memo, Alibaba founder Jack Ma made an infrequent appearance and urged the e-commerce behemoth to “change and reform” following rival PDD’s stronger earnings report, which almost brought Alibaba’s market capitalization within striking distance. 

Ma called on Alibaba staff members to return to the company’s mission and vision to reform in order to secure “tomorrow and the day after glory,” while congratulating the eight-year-old PDD for its decision-making, execution, and efforts over the previous few years. 

Even though Taobao and Tmall Group are the most profitable divisions of Alibaba, new players in the e-commerce space, such as PDD and ByteDance’s Douyin, are posing a threat. 

Ma continued, saying he believed AI e-commerce was only getting started, which offered both an opportunity and a challenge. This statement aligns with Alibaba’s primary strategic focuses, previously disclosed by the new Alibaba CEO Eddie Wu, which prioritise being “user first” and “AI-driven.”

LINK: https://36kr.com/p/2538801460323843 

 

2.Prada showcases beauty and power with women’s national football players 

Three players from China’s women’s national football team—Yang Lina, Chen Qiaozhu, and Dou Jiaxing—participated in the launch of Prada’s newest campaign on November 21. This campaign followed the format of their campaign with 4 other Chinese women athletes early last year. Prada and Douyin, the Chinese counterpart of TikTok, collaborated to release a fashion shoot video and two clips featuring football players conducting one another’s interviews.

Prada officially partnered with the women’s national football team in July, just before the FIFA Women’s World Cup. 

The players and the Chinese national team received a resounding reception online, garnering over 35,000 likes across the three videos and hundreds of comments, proving that their efforts were worthwhile.

LINK: https://daoinsights.com/news/prada-showcases-beauty-and-power-with-womens-national-football-players/

 

3.Virtual bling takes over Chinese social media

Young Chinese consumers have discovered a creative way to enjoy a luxurious lifestyle without having to pay the price tag, in an era of digital technology where image frequently takes precedence. With photo editing, users can virtually try on and showcase luxury items like jewellery, handbags, and cosmetics without having to pay for the real thing. This new trend is called dianzi dapai, or “digital high-end brands” in English.

Because it gives young people an alternative to traditional luxury consumption, this newly discovered virtual luxury experience is appealing.

Mixing irony and fun, the trend indicates a shift in how the younger generation perceives and interacts with luxury brands. 

Given that numerous luxury brands own patents on their designs, legal experts caution against possible infringement issues.

It sends a strong message to luxury brands hoping to get into or grow in the Chinese market: success in this market will largely depend on how well they can combine the appeal of their goods with the technological sophistication of this market.

LINK: https://daoinsights.com/news/virtual-bling-takes-over-chinese-social-media/

 

4.What luxury brands can learn from Zara’s new China livestream concept

Zara is setting the bar. At first glance, the brand’s most recent broadcast could be mistaken for a movie or music video backdrop thanks to its 9,000-square-meter set, 12 cameras, and 50 professionals.

 Zara’s was much more controlled and orchestrated. The presenter demonstrated the brand’s sophistication and style by taking her time while posing for the products.

With no live broadcasting noise or sales, the anchors were conversing casually about merchandise, coordinated looks, and fashion.

Luxury brands could integrate interactive elements into their broadcasts, like live Q&A sessions with designers or virtual tours of ateliers, for a more holistic brand experience. Making the livestream not just informative but also engaging and memorable.

The goal should be to create a memorable brand experience that resonates with the audience, fostering loyalty and elevating the brand’s status in the consumer’s mind.

LINK: https://jingdaily.com/china-hard-luxury-report-promo/ 

 

5.WeChat Index Adds Live-streaming as Data Source

WeChat Index added livestreaming as a new source to help users better understand the popularity of keywords within the WeChat ecosystem.

WeChat index live-streaming source data will be factored into the computation starting on October 1, 2023. 

The following changes are expected to be observed: 

-The index number of keywords will increase.

-Records of changes in keywords may disappear or be added.

-The data source chart adds “live” sources, and the proportion of each source channel will change.


LINK: https://mp.weixin.qq.com/s/lzNt8iVAgwRygrfmclrM5w

 

6.Luxury Lessons From China’s Singles’ Day 2023

Luxury Brands Adapt to Consumer Behaviour:

Acknowledging the growing trend of “exquisite poverty” (精茴穷) among younger consumers, luxury brands deliberately engaged in Singles’ Day promotions. Companies that understood changing consumer tastes, like Gucci, Balenciaga, and Max Mara, provided exclusive items and interest-free instalment plans.

Trends and AI Integration:

During the event, Gen-Z consumers demonstrated a preference for jewelry, home furnishings, and wedding products. Their skill at taking advantage of platform discounts presented difficulties, though. Additionally, the integration of AI and the promotion of China-focused products emerged as prominent trends, indicating a shift towards technologically-driven shopping experiences.

AI produced virtual try-ons for MCM and Ralph Lauren, using the “Miaoya Camera” to create consumer avatars for clothing try-ons. Tmall (and Taobao) introduced 10 free AI features for merchants and launched a generative AI chatbot named Wenwen to address user queries.

The vulnerabilities of the platform have grown to be a serious problem. By employing reverse bundling strategies to take advantage of sales on high-end merchandise from labels like Dior, Versace, Burberry, and Ralph Lauren, young consumers are gaming the system. These tactics are widely discussed on social media platforms like Xiaohongshu, and their prevalence has disrupted business operations.

It’s a key occasion for consumers in China’s fourth- and fifth-tier cities who lack access to physical luxury brand stores in their areas.

While Tmall and JD.com accounted for the majority of sales during the event, orders across other social commerce platforms were up significantly: 20% on Pinduoduo, 50% on Kuaishou—and Douyin saw a jump of 119%. Xiaohongshu was a big winner too. According to the company, live-streaming sales saw an astounding 420% increase in addition to a 380% year-over-year increase in GMV. 

LINK: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/gemmawilliams/2023/11/15/luxury-lessons-from-chinas-singles-day-2023/amp/

 

7.Douyin’s e-commerce clampdown: platform cancels controversial sales star Xinba

Popular livestream anchor Douyin banned Xin Youzhi, also known as “sales king” and Xinba, at noon on November 2 for repeatedly posting misleading content, demeaning others, and inciting strife on China’s version of TikTok.

Douyin unveiled new rules earlier this year that prohibit offensive language, unfair competition, and malicious speculating among anchors’ online conduct. 

The move against Xinba is an indication that the industry leader in social commerce is taking tough measures against vendors in an effort to raise the caliber of its live streaming offerings.

LINK: https://jingdaily.com/douyins-e-commerce-clampdown-platform-cancels-controversial-sales-star-xinba/ 

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Revealing Potential: Assessing the Latest Advances in China’s Industry

November 9, 2023

1.WeChat added recommended attention traffic entry

Addition of traffic entry to the WeChat account homepage. After selecting “follow account,” the account of “other followers also like” will appear, asking how many friends have looked at the account. If you click the “more” button in the upper right corner of the screen, a list of 18 suggested accounts for attention will appear.

 

2.Tmall Double-11 155 brands opened to break 100 million, the first hour of 70,000 brands more than last year all day

On October 31, at 8 PM, Tmall Double 11 officially opened for business. 155 brands were available for purchase, and in the first hour, 71,900 brands were sold—more than on the first day of the previous year.

A total of 14 brand live broadcasts broke 100 million, 280 store direct broadcast rooms broke 10 million, the opening of 29 direct broadcast rooms broke 100 million, and the store broadcast became a new dividend for brand growth. 

The live broadcast of drinks continued to be hot, with a year-on-year growth of 782% in 4 hours. Azhuo Tavern, wine fairy Liangge became the second Taobao, the fourth broke the million broadcast room.

 

3.Xiaohongshu taps into outdoor fall trends with “Go Wild Festival

  • Xiaohongshu launched its second annual “Go Wild Festival” on October 19, collaborating with prominent outdoor media organizations such as “Outdoor Adventure” and “Hiking in China.”
  • Along with collaborating with numerous outdoor brands, the online platform planned a series of offline events that coincided with fall.
  • The campaign covers a wide range of outdoor sports, such as cycling, hiking, fishing, and rock climbing.
  • The launch of the “Go Wild Festival” not only aligns with the platform’s ethos but also magnifies the burgeoning interest in outdoor activities among today’s youth.

LINK: https://daoinsights.com/news/xiaohongshu-taps-into-outdoor-fall-trends-with-go-wild-festival/

 

4.Douyin anchor’s ‘vulgar’ YSL beauty livestream a cautionary tale for brands this Singles’ Day

  • As she advertised YSL beauty products on her show, top Douyin anchor Traffic Yellow (红绿灯的) faced accusations of being impolite and vulgar due to her messy hair and twisted expressions. 
  • YSL’s official Weibo account featured screenshots of her that many netizens shared, criticizing the livestreamer for pushing the foundation cushion of the upscale brands.
  • In order to determine whether the live broadcast room’s content and price point are consistent with their brand, brands must conduct due diligence. 
  • Luxury brands like YSL would be well advised to put image alignment ahead of quick sales in order to maintain their exclusive aura, even though some live streamers do not have large followings.

LINK: https://jingdaily.com/ysl-beleaguered-douyin-top-anchors-livestreaming-crazy-little-brother-yang/

 

5.How to build and maintain customer loyalty in Chinese market
In China, customer loyalty, especially among Generation Z, is a crucial consideration.

  • Key strategies for building and maintaining customer loyalty in China include:
  • Emphasizing good product quality as the foundation of loyalty.
  • Implementing effective marketing strategies that connect with customer values and emotions.
  • Personalization to cater to individual customer needs and stand out in the market.
  • Utilizing loyalty programs, such as membership cards and rewards, to encourage ongoing engagement.
  • Chinese brands are successfully leveraging the Guochao trend by incorporating cultural elements into their products and marketing, enhancing customer loyalty.
  • KFC’s localization strategy in China, with regionally tailored menu items, has contributed to customer loyalty in the country.

LINK: https://daxueconsulting.com/customer-loyalty-in-china/

 

6.Sign of the times: Halloween with Chinese characteristics takes flight in Shanghai as cultural jamboree sees young lampoon public figures

  • Young people in China have adapted the Western Halloween celebration into a “Meme Playing Festival” in which they lampoon controversial public figures and express themselves through performance art.
  • Not only did the extravagant costumes on show and the carnival atmosphere draw sizable crowds of people, but they also sparked a lot of conversation on mainland social media.
  • Numerous youths also took advantage of the chance to be dissatisfied with their current employment circumstances.
  • A young man in a plaid shirt with disheveled hair and dark bags under his eyes introduced himself as “The agent.” The suggestion was that he needed to be prepared to work anywhere and at any time, as evidenced by the tea drink and traditional black backpack he was carrying.
  • “Chinese people have their own way of celebrating ‘foreign’ holidays,” someone said. Could this be a novel manifestation of cultural self-assurance?

LINK:https://www.scmp.com/news/people-culture/trending-china/article/3240127/sign-times-halloween-chinese-characteristics-takes-flight-shanghai-cultural-jamboree-sees-young 

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Uncovering Prospects: Examining the Most Recent Developments in China’s Market

October 31, 2023

Singles’ Day 2023: Retailers pursue low-priced strategies in hopes of consumers opening wallets

  • Chinese e-commerce companies are vying with one another to offer customers tempting discounts on Singles’ Day this year. However, the nation’s largest online shopping event has gradually lost its shine as promoting low prices has evolved into a yearly marketing tactic for companies that are having trouble reviving customer sentiment. 
  • As the 11.11 pre-sale period begins, up-and-coming retailers like Douyin and Kuaishou, as well as more established competitors like Alibaba and JD, are resorting to offering direct discounts to customers. This is because they still believe that the massive event will motivate customers to divulge their personal information and open their wallets, particularly in light of China’s uneven economic recovery.

LINK:https://technode.com/2023/10/24/singles-day-2023-retailers-pursue-low-price-strategies-in-hopes-of-consumers-opening-wallets/

 

Ctrip introduces a feature for booking restaurants abroad.

In addition, Ctrip announced that it will be in the Ctrip App and overseas version of Trip.com simultaneously online overseas restaurant booking function. The first phase covers more than 6000 restaurants in more than 1000 cities around the world. The Ctrip Group global partner summit was recently held in Singapore on October 26. During the meeting, the 2023 Ctrip Food Forest “global restaurant selection list” was released for Paris, New York, London, and other 24 cities overseas. 

Taobao uses an AI shopping assistant to prepare for Double 11.

For the first time this year, AI will be assisting Double 11 bargain hunters. Taobao Wenwen, Taobao’s integrated AI model, uses text understanding and generative capabilities to respond to user queries.

  • As part of the Double 11 special promotional period, the AI shopping assistant will combine product information with tips on the best discounts, giving shoppers added confidence in their decision-making.
  • The intention is to retain users who visit Taobao exclusively and discourage them from using Xiaohongshu, Baidu, and Douyin for recommendation-seeking purposes.
  • Other online reviews note that the recommendations given by the AI assistant sometimes do not correspond to the question asked and that the overall quality and coherence of the content need to be improved.
  • Taobao Wenwen’s user base is currently only 5 million, and many more will be required to train it before it can rival Xiaohongshu’s 190 million monthly active users as a reliable sidekick.

LINK: https://daoinsights.com/news/taobao-gears-up-for-double-11-with-ai-shopping-assistant/

 

What Brands Should Know About Singles’ Day 2023: China’s Version of “Black Friday”

  • Value innovation, or pursuing low cost and differentiation simultaneously, is this year’s winning Singles’ Day tactic for the luxury market.
  • Value lies in thoughtful packages supported by persuasive marketing narratives rather than aggressive pricing.
  • Discerning Chinese luxury consumers at a shopping festival will accept paying less for the same value or paying the same for more value.
  • AI improvements to customer interactions are being introduced in this year’s festival. It makes wiser purchasing decisions possible by deciphering intricate discount combinations.

LINK:https://jingdaily.com/chinas-black-friday-is-here-what-brands-need-to-know-about-singles-day-2023/

 

Internet addiction: China rolls out most comprehensive regulations yet

  • The regulations, which go into effect on January 1, 2024, ask technology companies and schools to work together to protect minors online by providing specialized intervention software and better internet literacy education.
  • ByteDance decided to implement an automatic “teen mode” on their popular video-sharing app Douyin in 2021 due to growing government scrutiny. This mode places limitations on the amount of time users can spend using the app.
  • The regulations, according to the statement, are designed to protect young people’s “physical and mental health” online from various threats, such as invasions of privacy, cyberbullying, and internet addiction.

LINK:https://daoinsights.com/news/internet-addiction-china-rolls-out-most-comprehensive-regulations-yet/ 

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Exploring New Horizons: Uncovering the Latest Developments in China’s Market

October 23, 2023

1.Wechat Channel releases the “flash purchase” new function, only to specific categories opened

The Channel has unveiled the conditions for its “flash purchase” service, allowing retailers to facilitate online ordering during live broadcasts for specific users. To activate this feature, merchants must meet certain criteria related to their business category, qualifications, credit, product quality, and sales volume. The flash purchase products must be physical and described fully during live broadcasts, matching the invoice card and product information. Flash sale items can only be sold during live broadcasts, and the sale ends either when the broadcast concludes or when stock is depleted.

Merchants can create flash purchase orders for particular users, which are accessible only to those users. Multiple intended users can also be targeted with flash orders, but the same user can’t have duplicate orders and must create new ones after successful payment.

 

2.Bus rentals become this autumn’s hottest wedding trend

The usual Golden Week marriage boom came as expected this year, but so too did a fresh take on the traditional Chinese wedding custom of 接亲, or “picking up the bride”.

In a down-to-earth spin on the tradition, some young couples teamed up with local transport departments to create a bespoke “wedding bus” experience. In this trend, public buses decked out in DIY wedding decorations carry the wedding party to their venue, instead of the typical suite of austere luxury cars.

The top wedding bus post on the lifestyle-sharing platform Xiaohongshu, which garnered over 20,000 likes. 

With birth and marriage rates sinking lower and lower in China, state-led campaigns to encourage marriage and childrearing have become pervasive and transparent. Trends like wedding buses breathe new life into staid traditions and allow Gen Z and millennials to take ownership of these highly personal life decisions. 

LINK: https://daoinsights.com/news/bus-rentals-become-this-autumns-hottest-wedding-trend/

 

3.Is there a solution to China’s $81 billion ‘daigou’ gray market?

  • With young consumers having grown accustomed to purchasing from daigou, the market is growing at lightning speed. 
  • According to report, “The Daigou Index 2.0,” China’s gray market size is an estimated $81 billion (600 billion RMB), having expanded by over 40 percent since 2019.
  • Daigou can offer tax-free products, which are more affordable than purchases made within China. And even some brands don’t even have counters”.
  • Aspirational middle-class consumers are becoming more cautious with their spending. And as a result, they may prefer to buy products at a discount rate from daigou rather than purchasing directly from the brands.
  • In addition, Chinese Gen Z shoppers are keen on discovering and experimenting with new brands – gray market importers’ ability to access limited-edition or products unavailable in China has made the sector popular among young consumers.

https://jingdaily.com/is-there-a-solution-to-china-81-billion-daigou-gray-market/

 

4.WeChat Luxury Index 2023: How to Connect With 1.3 Billion Consumers?

  • WeChat has evolved into a vital platform for brands to engage and convert Chinese consumers, extending beyond mere communication.
  • WeChat’s various components, like Mini Program, Channels, WeCom, and Official Account, create a seamless customer journey loop. It has evolved into a primary direct-to-consumer (DTC) channel, offering services and information, challenging traditional websites. Brands can accompany customers from acquaintance to purchase, nurturing their private domains on WeChat.
  • WeChat’s open rates for articles have declined, partly due to muted notification settings for Service Accounts and follower disinterest.
  • Brands have adapted content strategies, pushing content less frequently but more focused on ROI.
  • Menu clicks and service-related behaviors have gained prominence, with over 55% of menu engagements being CRM-related.
  • Brands are redirecting efforts and investments to other WeChat assets, but Official Account content remains vital.
  • Brands capture more data through Mini Programs, with 85% of behavioral data collected from them, enhancing consumer profiles and WeChat strategies.

LINK: https://www.luxurysociety.com/en/articles/2023/10/wechat-luxury-index-2023-how-connect-13-billion-consumers

 

 

5. Coca-Cola teams up with Holiland for futuristic AI chocolate

  • Coca-Cola and bakery brand Holiland bring out a new flavour of Holiland’s popular ‘Dandelion Air Chocolate’ truffle.
  • This time they co-created with AI and named Y3000. On Weibo, China’s Twitter-like microblogging platform, ‘#可口可乐 好利来#‘ (#Cocacola Holiland) gained 27 million views, peaking at number 6 on the hot search list.  
  • This collaboration comes after the release of Coca-Cola’s Y3000 Zero Sugar Coke, an AI co-created soda of the future.
  • Holiland has been on a streak of crossovers including Hello Kitty and Rick & Morty. 
  • Now that AI is playing a bigger role in China’s digital economy, this co-branded chocolate feels like a natural next step for both parties.  

LINK: https://daoinsights.com/news/coca-cola-teams-up-with-holiland-for-futuristic-ai-chocolate/ 

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Unveiling Prospects: Delving into the Newest Advancements in China’s Market

October 9, 2023

 

1. Mainland Chinese tourists flock to Hong Kong for first post-Covid National Day holiday, but do not plan to stay long

 

  • Chinese tourists who were asked about their travel plans in the city said they would rely on travel articles posted on the Chinese social media and e-commerce platform Xiaohongshu, which is becoming more and more well-liked among young mainland Chinese people looking for interesting places to visit. 
  • A tourist referred to the impression she had of the city while scrolling through Xiaohongshu and said, “We are looking for a nostalgic feeling in Hong Kong.” 
  • Compared to pre-pandemic levels, travelers were considering shorter trips. Spending by visitors from the Mainland China had also decreased. 
  • The decline was attributed to both China’s economic slowdown and the Yuan’s depreciation, which is the country’s currency. He asserted that he thought spending would pick up once the Yuan gained strength.

LINK:https://hongkongfp.com/2023/10/01/mainland-chinese-tourists-flock-to-hong-kong-for-first-post-covid-national-day-holiday-but-do-not-plan-to-stay-long/

 

 

2. RED private message function“Sixintong”

 

 

A professional platform of XiaoHongshu called Sixintong offers features like welcome messages and automatic replies to greatly increase the brand’s marketing and operation efficiency in XiaoHongshu.

  • In order to encourage users to engage in deeper communication, it is possible to edit the relevant greeting so that it is automatically sent when a user sends a private message. Examples of this greeting include a basic introduction to the service or recent promotions and events. 
  • For some high-frequency basic private messages, we can set up menu to encourage users to click, such as phone calls, product inquiries, joining group chats, filling out forms, sending post links, and so on. 
  • Find potential customers in the comments section right away, actively seek out their needs, and help with conversion by doing so. 
  • The initial prerequisite is that there must have been more than 3,000 media purchases made overall over the previous 30 days.

LINK: https://www.niaogebiji.com/article-636629-1.html

3. How brands can best maximiae Chinese apps Xiaohongshu, Douyin, Weibo and Zhihu

 

 

  • Douyin

 

 

The platform with the most monthly active users (MAU) among the four is China’s TikTok Douyin, with 759 million. Short videos that are primarily intended for entertainment make up its content. The majority of internet users spend their free time there looking for both entertaining and educational content.

 

  • Xiaohongshu

 

Users on Xiahongshu are primarily drawn to articles about beauty and fashion. Small- and medium-sized KOLs, KOCs, and KOPs dominate the platform.

 

  • Weibo 

 

For news, announcements, product launches, celebrity endorsements, and apology posts, brands use the Chinese microblogging app Weibo as their official website. Weibo is used by many businesses when launching new products and collaborating with celebrities to gain traction because the platform attracts a sizable following of celebrity fans.

 

  • Zhihu

 

Zhihu is not a social media app like the aforementioned channels; rather, it is a Chinese translation of Yahoo! Answer. When they have questions or doubts about anything, from beauty tips to medical treatments, people look for reliable answers.

LINK:https://jingdaily.com/xiaohongshu-douyin-weibo-zhihu-how-can-brands-best-leverage-these-platforms/

 

4. From Jennie to Zendaya to Fan Bingbing: Chinese and global stars dominate Paris Fashion Week

 

 

  • With Hollywood heavyweights like Zendaya at Louis Vuitton, Pamela Anderson at Vivienne Westwood, Kylie Jenner at Schiaparelli, and Jennie Kim at Chanel all attending, Paris once again demonstrated how global celebrities are a vehicle for visibility across social media.  
  • Also making a splash was Chinese homegrown talent. Following her comeback to the spotlight, actress Fan Bingbing walked the Mugler runway alongside stars like Paris Hilton and Angela Bassett, while domestic babes Angelababy and Dilraba Dilmurat attended shows at Roger Vivier and Dior. 
  • The most effective marketing strategy a designer can use today is getting an A-list celebrity to support your brand, whether they are a member of the Kardashian-Jenner family or the internet’s current “it” person. And the metrics reflect that. 

LINK:https://jingdaily.com/jennie-zendaya-fan-bingbing-chinese-global-stars-paris-fashion-week/ 

 

 

5. China’s ‘Super Golden Week’ breaks records amid mounting economic challenges

 

  • Starting September 29, the eight-day ‘Super Golden Week’ is this year’s most popular holiday.
  • Over 2 billion people moved across regional boundaries in the nation, or 257 million people on average each day.
  • Thailand is expected to become the preferred destination for Chinese outbound tourists (partly due to its visa-free policy), followed closely by South Korea, Malaysia, Singapore, Australia, and the UK.
  • Apps like Fliggy, Ctrip, and Xiaohongshu make it simpler than ever for younger travelers to plan and book travel without using a traditional agent because they cater to their desire for authentic travel experiences.
  • As a way for young people to decompress, temples have also become very popular. 

LINK:https://jingdaily.com/china-super-golden-week-breaks-records-amid-mounting-economic-challenges/

 

 

6. The Daigou Index 2.0 The biggest threat to luxury in the next five years

 

  • The Daigou market in China is thought to be a problem worth $81 billion USD.  
  • Since 2019, the market’s growth is estimated to have exceeded 40%. Professionalization levels have increased, and more platforms have emerged to serve the expanding market.
  • Instead of your typical Chinese international student earning a little extra money on the side, a typical Daigou today is more than likely a large organization with significant purchasing power.  
  • But brands are not always cognizant of the scope and dynamics underlying this segment of the Chinese gray market.

LINK: https://mp.weixin.qq.com/s/YvJCarTqbyBjyZAN1Pv3mQ 

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The Latest News From China

June 14, 2022

The Development Trends of the WeChat Mini-Program in 2022

Current situation:

  • 450 million DAU
  • 4 million mini-programs created (x2 more than the number of native apps on iOS)
  • 95% of e-commerce brands have mini-programs

Context:

The rise of China’s mobile internet market has slowed, and the growth in individual device online time has practically halted. Customer acquisition became increasingly difficult for emerging applications. Users want apps that would not require installation or uninstallation, were constantly available for use at their fingertips and could be exited after usage. 

These facilitated the emergence of mini-programs

Development trends:

Mini-programs have grown in popularity not just in first- and second-tier cities, but also in third- and fourth-tier cities, and even counties. The most popular industries will continue to be e-commerce, live streaming, retail, community group purchasing, and tools.

Since WeChat is expected to introduce public domain traffic for e-commerce mini-program streaming, live streaming commerce, which is currently popular, will become even more appealing to businesses.

 Operation and service trend —— Refined operation, brand cultivation:

Start transition from “traffic” thinking to “retention” thinking by creating their own private domain traffic pool

Brands need to build a “private domain matrix” comprising WeChat features with mini-program, WeChat enterprise, video channels, mini-program live streaming and Official Accounts to guide the transformation

Link: https://qpsoftware.net/blog/development-trends-wechat-mini-program-2022

TikTok Shop’s Troubled UK Expansion: Staff Exodus and Culture Clash

TikTok is attempting to imitate Douyin’s phenomenally successful live-streaming approach (the Chinese version of TikTok). Since October 2021, the UK has become the first market outside of China to debut TikTok Shop.

More than 50% of the e-commerce team apparently quit in the past months and more is ready to exit the company.  Extremely long work hours (the 996 culture comes to mind) and high KPI targets are the key reasons for this. Employees also said that management is pushing solutions that work in China but aren’t tailored to the needs of the UK.

Link: https://www.ft.com/content/dc1aba86-2055-4521-8f0c-1f026c7f6864 

Asia-Pacific Consumers Willing to Pay Premium For Sustainable Products: Report

According to a recent survey released ahead of World Environment Day, nearly 90% of customers in Asia-Pacific are willing to pay extra for sustainable products, but a lack of information and availability is holding them back.

Alibaba Group, based in China, has vowed to be carbon neutral by 2030 as it reduces emissions across its operations and collaborates with millions of merchants to provide more sustainable items to the platform’s over 1 billion users. 

Alibaba also promises to expand its sustainable product line and advertise it properly. There are more than 460 certified ecolabels globally which increases consumer confusion. 

Link: https://www.alizila.com/asia-pacific-consumers-willing-to-pay-premium-for-sustainable-products-report/

TikTok’s Toxic ‘996’ Culture Is Forcing UK Employees out the Door

At least 20 staff have left TikTok since the company launched TikTok Shop in the UK in October, a live-streaming e-commerce platform. Employees complain that they are required to adhere to China’s working hours, which frequently result in them working more than 12 hours per day. Employees who took time off were penalised by the corporation, which rewarded overworking. Other former TikTok employees have also spoken out against the company’s hostile work atmosphere.

“The culture is really toxic. Relationships there are built on fear, not cooperation,” a former London-based team leader said. “They don’t care about burnout because it is such a big company, they can just replace you. 

Joshua Ma, the head of eCommerce at TikTok Europe and a senior executive at China’s ByteDance — the owner of the viral video app — upset London-based employees at a dinner this year when he declared that as a “capitalist,” he “didn’t believe” companies should offer maternity leave. TikTok informed employees on Wednesday that Ma had “stepped back” from his role while the company conducted a formal investigation into the comment.

TikTok Shop’s Troubled UK Expansion

Last year, Bytedance opened a Tiktok shop in the United Kingdom, but the results were unsatisfactory. According to the report, the main reason for Tiktok’s failure is that users are not accustomed to shopping on the platform; many live streams even make no purchases.

TikTok Shop’s goal is to buy low-cost things directly from low-cost producers in both the UK and China.

Bytedance introduced an e-commerce platform named Fanno in Europe in 2021, which is similar to Pinduoduo, as well as a separate e-commerce platform called Dmonstudio, which is a B2C website that sells women’s clothing. However, the plan failed as well, and Dmonstudio was shut down in February 2022.

The experts explained that the vertical e-commence market has never been developing in China because of the existence of Taobao. However, in Europe, the market is quite mature, which could be the main reason that Bytedance failed in this area. 

As a result, Tiktok will need to adjust its strategy both internally and technically in order to thrive. They must adapt to local culture and market characteristics while leveraging their algorithms and content distribution to create a fresh approach to stand out.

Link: https://www.ft.com/content/dc1aba86-2055-4521-8f0c-1f026c7f6864

Slow Live Streaming Is a New Trend

In May, Bilibili conducted a late-night accompanying live broadcast. The live broadcast called “Midnight Song platform” began at 10:30 p.m. only some songs were played. There were no anchors or products. In the evening, the number of viewers on WeChat video accounts reached 100000.

The slow live broadcast without editing and special effects, slow pace and simple pictures has gradually become a place for people to cure their emotions.

The cctv24-hour continuous live broadcast of hospital construction lasted 117 days at the start of 2020, with approximately 200 million views and more than 6000 hours of the online live broadcast.

There’s also the ipanda panda channel, which broadcasts a 24-hour live feed of enormous pandas, a national treasure, to people all over the world.

The slow video has become popular not only at home but also abroad

The Discovery Channel also produces a variety of slow-motion televisions with superb picture quality and stunning photography. On the longest day of the year, Icelandic rock band Sigur Rós took a 24-hour trip around the island. Their music was blended with the fog of northern Europe to provide sensory satisfaction to the audience; the public has a particular taste for sluggish live broadcasting, which is the time preference. People “trapped in home life” are highly eager to travel and get close to nature, and thus view the outside world, thanks to the epidemic’s travel limitations.

Link: https://mp.weixin.qq.com/s/Ee-Md4O0V5JOh_ZUrzZRQw

 

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China Weekly News Roundup

May 24, 2022

Elon Musk Praises the WeChat Model As He Discusses Plans for Twitter

Elon Musk praised WeChat as “really an excellent app” and labelled it “a good model” 

“We don’t have anything like that,” Musk said, as he complimented the Tencent super app’s offering of services like Twitter, PayPal and more “all rolled into one.” 

“Such an app would be really useful” in markets outside of China, speculating that it could be created by converting Twitter to something all-encompassing or starting a new app from scratch. 

Musk’s comments quickly went viral in China, with the hashtag “Musk praises WeChat” amassing more than three million views within a few hours on the microblogging platform Weibo.

Link: https://technode.com/2022/05/19/elon-musk-praises-wechat-model-as-he-discusses-plans-for-twitter/

Tencent’s Total Revenue Stays Flat, Profit Drops in Q1 Amid Regulatory and COVID Headwinds

Tencent fell short of market forecasts after posting almost flat revenue growth in the first quarter of this year ($21.2 billion in revenue versus $21.1 billion in the same period last year).

The company’s earnings for the period were RMB 26.3 billion, a 24% reduction year on year, while net margins fell to 19% from 26% the previous year.

Tencent’s worst result since its IPO in 2014 is primarily due to clients’ reduced ad spending and more competition from competitors like TikTok owner ByteDance. Despite the state signalling a softening of pressure on digital giants, the impact of regulatory crackdowns will remain since it will “take time for specific regulators to convert directly into meaningful action.”

Link: https://technode.com/2022/05/19/tencents-total-revenue-stays-flat-profit-drops-in-q1-amid-regulatory-and-covid-headwinds/

TikTok Parent Aims to Double Ecommerce Volume on China App to $240 Billion

This year, ByteDance hopes to more than double the amount of shopping done on Douyin in China to about $240 billion. ByteDance is now planning a global e-commerce development.

TikTok launched an e-commerce function, TikTok Shop, in the United Kingdom and Indonesia last year, allowing users to complete transactions within the app.

It launched the feature in Thailand, Vietnam, Malaysia, and the Philippines last month.

If TikTok’s 1 billion active monthly users embrace the buying option, ByteDance will be a serious competitor to Amazon.

Link: https://www.theinformation.com/articles/tiktok-parent-aims-to-double-e-commerce-volume-on-china-app-to-240-billion

JD Rolls Out Online-to-Offline Department Store Business with Plans for Physical Outlets

JD has introduced a new department store channel by combining numerous existing businesses from its fashion and lifestyle areas, such as apparel, cosmetics, and housewares.

In addition to online platforms, the company intends to expand the service’s offline presence by opening themed brick-and-mortar storefronts in major cities. The first will open before June 18 in Beijing, Chengdu, and Xi’an.

Link: https://technode.com/2022/05/10/jd-rolls-out-online-to-offline-department-store-business-with-plans-for-physical-outlets/

Zhihu 知乎: The Q&A platform for B2B marketing

Zhihu 知乎, which was created in 2011, is a Chinese social platform that has been compared to the western question-and-answer website ‘Quora.’ With more than 100 Million Monthly Active Users in the fourth quarter of 2021, the 36.4% year-over-year rise attests to the community’s ongoing development and potential.

Unlike Baidu Zhidao 百度知道, where the sort of content and responses are given are shorter in length, Zhihu 知乎 provides high-quality content that prioritises quality over quantity.

Even though the platform has a large user base, a larger portion of the audience exhibits unique characteristics. The majority of users are highly educated; they spend about 40 minutes each day reading the stuff submitted, and 60% are between the ages of 25 and 35.

How can you improve your visibility on Baidu?

Since Zhihu has a strong domain authority on this search engine, sharing content on Zhihu boosts your chances of appearing on Baidu SERP.

You can link your business social profiles as well as your corporate website on your Zhihu page, guiding viewers to your key communication channels.

Other features have been added to the platform throughout time. Zhihu Column 知乎专栏, for example, allows you to produce an essay on a given topic without having to attach it to a specific query. Zhihu Roundtable 知乎圆桌 allows specialists to deliver in-depth insights about a certain field of expertise, whilst Zhihu 知乎 Live allows people to interact with the company in real time.

Link: https://mp.weixin.qq.com/s/1uguDRjXl01yj0f4W5BkQQ

Balenciaga’s WeChat Campaign for China’s 520 Day

Balenciaga produced a campaign that includes a number of social activities and limited editions, all of which were available on their official website and in their physical locations. The “5:20 Video Game Hall,” a virtual arcade with pixel art and realistic audio that is now live on the company’s WeChat channel until May 20, stood out. Along with this, 520-exclusive profile images and WeChat gags were made available for free download.

The mini-games throughout the hall struck a chord with Chinese Millennials who grew up with arcade classics like Galaxian and Super Mario, and many WeChat users have already utilised the memes and profile images. Such assets serve as a virtual identity stamp, assisting the company in consolidating its digital significance and expanding its online communities.

Link: https://jingdaily.com/520-2022-balenciaga-louis-vuitton-prada/ https://www.163.com/dy/article/H7MFPPE20552U2HZ.html?f=post2020_dy_recommends 

Wufangzhai Created the Cone Universe

Wufang Pictures has reopened and has officially released “The Next Stop of the Metaverse.” Not only did the brain hole fly out of the Metaverse in this blockbuster, but the copywriting made people crave it.

The short film concludes with a gloomy night, the Metaverse city with many high-rise structures, but no sign of human people. However, no matter how many worlds exist, there is no alternative to the preciousness of human people, which tickles the emotional link deep within every individual and tempts them to try that magical zongzi.

Link: https://socialbeta.com/c/11455 

The WeChat Service Account Has Added a Function–No Notification

The “no notification” capability was incorporated in the most recent WeChat upgrade. To see the message non-disturbing switch, click three points in the upper right corner of the home page of each service number, and then choose “Settings” in the pop-up menu. When there is a new message in the service number after opening the message without interruption, the unread number is not displayed but is simply represented by a small red dot.

This might be bad news for the service account: because it includes a reminder function, it can remind users to read the articles on time, so increasing the amount of reading.

But it’s also good news to a certain extent: according to our experience, after each article is pushed, the account will lose some users. Maybe when the user is not disturbed by the reminder information, the user will not unfollow the account.

Link: https://mp.weixin.qq.com/s/zQtJ5RU7edeAvzFd22l2-A 

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What’s New in China This Week?

May 17, 2022

Private Traffic = Fake Friends Shilling Lipstick: Welcome to WeChat’s Hottest Sales Trend

Thousands of Chinese firms are utilising WeChat to profit from a marketing trend that has swept the country’s e-commerce industry: private traffic. 

Traditional open eCommerce platforms such as Taobao and Tmall are considered impersonal and uninteresting, preventing firms from making genuine connections with customers. Brands employ private traffic to convert casual shoppers into loyal customers by connecting with them in the same way that they would text family and friends.

The intimacy, though, is a sham — enabled by a suite of technologies that allow businesses to collect data on consumers, automate interactions with them, and, in some circumstances, create entirely synthetic influencers.

This year, private traffic sales are expected to exceed 3 trillion ($454 billion).

Link: https://restofworld.org/2022/china-wechat-private-traffic/

Luxury Brands Navigate Shanghai’s Lockdown to Keep VIPs Pampered

Banks and high-end hotels have joined luxury businesses in sending out treats for the wealthy, a privilege that has not gone ignored on social media. In addition to presents, several brands have organised online classes. La Mer has taught DIY facial massages, while Dior has offered seven-day tickets to a premium yoga studio’s virtual sessions. Prada has held a virtual cultural club in which writers, filmmakers, and musicians were invited to recommend books, movies, and recordings.

Since Shanghai accounts for up to 12% of China’s offline luxury shopping, store closures have required a shift to virtually, but still personally, servicing VIPs to ensure transactions are made after the lockdown.

Link: 

https://www.reuters.com/business/retail-consumer/luxury-brands-navigate-shanghais-lockdown-keep-vips-pampered-2022-05-10/

How Do Beauty Brands Hop on China’s Metaverse Bandwagon?

China boasts the world’s second-largest beauty sector and a growing digital native consumer base. The rise of new technologies, such as the metaverse and NFTs, is opening up new possibilities, and luxury companies appear to be eager to take advantage of these new tools in order to communicate with young, tech-savvy Chinese consumers.

Laneige’s campaign reached the metaverse in December 2021, when they expressly invited CHUAN (Chuan CHUAN), a popular virtual idol, to serve as Laneige’s Trend Experience Officer, claiming to have broken past the barrier of beauty.

Takeaway: There will be an increasing demand for expressive avatars who are creative and free to wear make-up as if in real life.

Link: https://daoinsights.com/works/how-do-beauty-brands-hop-on-chinas-metaverse-bandwagon/ 

Digital Policy Experts Weigh In on China’s New Algorithm Regulation

Many of the most popular Chinese apps, including WeChat, Douyin, Weibo, and Taobao, altered their app settings to allow users to turn off algorithm-based recommendation services in mid-March, two weeks after China’s new algorithm law went into effect.

The regulation is also the world’s first attempt by a national regulator to control the possible abuse of algorithmic decisions. It asks companies to notify consumers about the usage of algorithms, provide an opt-out choice, and protect vulnerable groups, such as minors and seniors.

It may be too early to predict the regulation’s impact on Chinese IT companies and, more broadly, on the expansion of China’s internet sector, which has already been subjected to intense regulatory scrutiny in the previous year.

Chinese tech firms are facing challenges on multiple fronts, including increased domestic regulatory scrutiny, a slowing economy, concerns about the possible delisting of US-listed Chinese stocks from foreign markets, and the precarious position Chinese tech firms find themselves in amid Russia’s war in Ukraine. This regulation is likely to add to their list of concerns.

Link: https://technode.com/2022/04/05/digital-policy-experts-weigh-in-on-chinas-new-algorithm-regulation/?utm_campaign=%5BASIA%5D%20Newsletter&utm_medium=email&_hsmi=209626042&utm_content=209626042&utm_source=hs_email

Babycare Mother’s Day Campaign – Better Mother’s Day Gifts

The evolution of parenting concepts

As the leading brand in the maternal and child business, BabyCare has created an intriguing campaign titled “Better Mother’s Day Gifts” for Mother’s Day in 2022. BabyCare introduced a new concept in parenting by encouraging daddies to participate in parenting as well as giving mummies time to have fun.

On the eve of Mother’s Day, he uploaded a piece of rap created by himself on the Douyin platform, along with the video with the baby, as a “better Mother’s Day gift,” with the help of the new baby dad and rap star Bridge, who routinely brought babies out of the circle. The amount of views on the Douyin #bettermothersdaygift related topic page hit 10 million one day after the video was released, while the similar topic uploaded on Weibo got 300 million views.

According to Babycare, the label “raising infants is a mother’s business” is mirrored in the design of maternal and newborn items, as well as the intrinsic notion of parenting. Bags with babies, for example, are known as “Mummy bags,” and they are created to fit the body and aesthetics of women. Another example: the room where babies are changed and fed is known as a “mother-and-baby” room, and guys are normally not permitted to enter; so, changing diapers is unquestionably mum’s task. BabyCare feels that it is past time to break the mould and provide a new parenting solution for the next generation. As a result, they renamed the “mummy bag” “Diaper bag” and changed the style and size to masculine norms. In addition, Babycare has changed the moniker “mother-and-baby” room to “Nursery room,” and they plan to develop 100 mobile nursery rooms in eight provinces and cities, with dads permitted to enter.

BabyCare advocates for the de-gendering of baby and maternal items in order to create an egalitarian and welcoming parenting environment in which to raise children. Not only are they revamping things, but also a new generation of parenting ideas and practices.

Link: https://www.tellerreport.com/business/2022-05-07-%22mother-and-baby-room%22-becomes-%22nursery-room%22-babycare-promotes-%22de-gendering%22-of-mother-and-baby-products.SkG8AzLQIq.html

 

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A Recap of the Latest China Updates

April 12, 2022

Meet Poizon (Dewu), China’s Latest E-commerce Platform

 

  • What it is?
    Poizon is a full-fledged fashion marketplace that sells authentic designer and premium brand sneakers, garments, bags, watches, and accessories, as well as artwork. It began as a content-sharing community in 2015. The company then ventured into e-commerce and used specialised authentication. Its journey is built around two pillars: community and shopping, allowing for a closed content-to-commerce cycle.
  • What does it offer?
    • Verification and quality inspection process for each purchase. Poizon-branded packaging, featuring an exclusive certificate of authenticity, a tamper-resistant cable tie, and custom packaging, is included with items that pass the process.
    • The world’s largest AR shoe model library. Its “AR try-on” function is used by 30% of customers every day.
  • What makes it different?
    On-site orders through purchase links in the posts, and sharing authentic experiences and styling inspirations after receiving the products. This helps accumulate brand equity and establish loyal communities.
  • Why does it matter?
    90% of its users are Gen Zers. They are better educated, have a broader perspective, and are more concerned about quality. Poizon has established an online shopping destination as well as a virtual area in which to form emotional relationships with others, and they are motivated by the potential of the community.

    Poizon, unlike other social networking platforms and e-commerce sites, is in charge of everyday operations, which are usually outsourced to third-party organisations. For brand merchants, there is no registration charge, which is a high cost on marketplaces like Tmall. And all of its marketing and advertising tools are available for free.

  • Bottom line: Legendary collaborations like Louis Vuitton x Supreme and Dior x Air Jordan have proved that the resale value of luxury can concentrate brand equity. Leading premium brands, however, appear unwilling to open official accounts, based on the current brand portfolio on the marketplace. A prudent approach might be a one-off collaboration.

 

Link: https://jingdaily.com/poizon-china-ecommerce-streetwear-resale/?utm_source=Jing+Daily+Subscriber+List&utm_campaign=03272a45fc-EMAIL_CAMPAIGN_2020_03_12_06_39_COPY_01&utm_medium=email&utm_term=0_8dec01cd8d-03272a45fc-408272405

Tips on Increasing the WeChat Article Open Rate

  1. Leave out key information
  2. Catchy headlines
  3. Surprising – repeating characters or leaving extra spacing between letters
  4. Leverage buzzwords
  5. Relate to a common struggle
  6. Numbers in the titles
  7. Call out your target audience
  8. Problem + solution
  9. Be friendly and personable
  10. Categorize

Link: https://mp.weixin.qq.com/s/ahD0qYcIxpW6Jd2UNq6jhQ

Xiaohongshu Wants More Male Users. It’s Using Women as Bait.

Is XHS drastically changing? Since the company has adopted a new growth strategy that prioritizes attracting more men to join the platform, many women say that they no longer feel safe and comfortable sharing their reviews.

https://www.sixthtone.com/news/1009886/chinas-instagram-wants-more-male-users.-its-using-women-as-bait

Taobao Tmall Released the Spring/Summer 2022 Fashion Trend Report. Based on Global Trends and Consumer Side Data, the Report Jointly Released Eight Spring/Summer Fashion Trends.

  • New Chinese style: Generation Z in China promotes design that is inspired by Chinese style and elements; at the same time, creative workers continue to produce excellent “New Chinese” products by delving deeply into the meaning of traditional cultural elements and combining them with the aesthetic concept of the new era.
  • The wearing style is generally made of body shapers, navel revealing styles, which accentuate the sensual and daring while integrating innocence and is influenced by the #Y2K style that has become trendy in recent seasons.
  • Free commuting: As working from home becomes the new normal, clothing is becoming increasingly integrated and diverse, and can be readily exchanged between office and leisure to meet the needs of many scenarios.
  • City Girl & Boy: Having a lockdown at home encourages individuals to engage in outside activities and get closer to nature. People are increasingly participating in outdoor recreational activities. Young people want a neutral combination, which combines leisure, sports, and other style components while displaying a basic and informal attitude and lifestyle.
  • Dopamine: This type of design can inspire joy and hope, restoring confidence and optimism for the future. Consumers are easily won over by design and experience that may elevate their spirits and promote optimism. Tufting’s popularity, both online and offline, is proof of this, as is the emergence of businesses like Merci Madame and Tagi, which demonstrate the trend’s market potential.
  • Holiday south France: go abroad vacationing still can stay only in imagination stage, “escape city plan” heat is not reduced, contracted and comfortable French country vacationing style catered to this one demand, attracted young city people with its peculiar languid, leisurely and comfortable with grace.
  •  High-performance life: safety and security as the most basic human survival law, is now under threat, it will drive the innovation of high-tech protective materials, promote the renewal and iteration of functional protective product design, so that science and technology empower, science and technology to benefit the world, in the field of fashion with products to provide people with a safe high-performance life.
  • Deconstruction: As customers place a greater emphasis on environmental protection, businesses and brands must assume greater social responsibility in designing and producing environmentally sustainable products that reflect today’s consumer values. In 2023, businesses’ objective of regeneration will become a prominent innovation field, as seen by the fashion industry’s launch of regenerative series, the use of recyclable materials in product design, and the creation of individual pieces through deconstruction.

Link: http://beautyland.creativeonshow.com/ifashion/index.html

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China Learnings This Week

March 28, 2022

Short Video Platforms to Deal with Stricter Rating Measures

Problems with fan circles, such as irrational fan support among young fans, have become a cause of concern for Chinese politicians. Setting up a classification system for short video platforms is one of the options that has recently been offered.

‘First, we should tighten content management and allow the media to fulfil its social role,’ Chinese officials stated. Second, market restraints should be increased to aid the return to the rationality of the star-making frenzy.’

Netizens praised the move, pointing out that short videos have a significant influence on young people today, and that many videos on platforms like Kuaishou focus on attracting attention but neglect quality.

Last year, China saw certain limits come into effect when a notice was published in September 2021 forbidding TV and streaming platforms from running idol training shows – competitive reality shows that pit future stars against one other, with the victors going on to become China’s newest idols.

Link: https://mp.weixin.qq.com/s/8t7aaiOj0j1OhHSIwffFqA 

 

How to Make Your Brand Go Viral: Branded Mini-Movies in China

Mini movies are short cinematic pieces created for a particular product or brand. The duration is generally shorter than 30 minutes. With the advancement of new media technologies, the branded mini-movie was formed, and it has become a popular marketing tool in recent years.

The purpose of a branded mini-movie is to disseminate information in order to demonstrate the brand’s values and messaging for commercial purposes. Touch and Go, a 90-second Cadillac commercial mini-movie starring Daniel Wu and released in 2010, is credited with being China’s first branded mini-movie.

Many brands have turned to mini-movie marketing as a regular activity in recent years, and some have even developed their own mini-movies. Alibaba Pictures, for example, was launched by Alibaba in 2014.

One of the most popular mini-movies was  What is Peppa? (啥是佩奇?) video with several hundred million views across streaming media platforms and the Chinese hashtag for #WhatIsPeppa was viewed nearly 1.5 billion times on Sina Weibo soon after its release.

Link: https://daxueconsulting.com/branded-mini-movies-in-china/ 

 

Video Account Has Added Useful New Features

  1. The service menu can be added to the WeChat Channels

Recently, brands that have received certification have been able to add a “service menu” capability to their home page, allowing for a straight jump to a mini-program.

At present, several WeChat Channels have added new service menus, and different types of accounts can customize the service setup. For example, the Channel 丁香医生 has two service sections and Huawei Customer Service features six service sections for contacting customer service, store inquiries. etc.  It can more effectively reach users and improve their convenience.

  1. Paid live-streaming rooms on WeChat Channels

Previously, Tencent NBA WeChat Channel hosted first paid live broadcast room, which carried NBA regular season content. The brand can create a paid live streaming room where users can choose what they want to view.

  1. The relationship between WeCom and WeChat Channels getting closer

WeCom added an option to send, receive, and watch the WeChat Channels live broadcasts, as well as send and receive live broadcasts from customers and publish them to customers’ friends’ Moments. The current version of WeCom now supports the direct push of the channel’s business card, which helps to gain exposure of the brand and increase the number of WeChat Channels followers.

Link: https://mp.weixin.qq.com/s/VcPwp9lo_67PL1DG5Ck9kg

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