WeCom: The Essential Chinese Business Communication Tool for the Online Era

June 9, 2023

The COVID-19 pandemic has accelerated the shift towards online business for businesses around the world. As a result, WeCom, a communication and collaboration platform developed by Tencent, has become increasingly popular among businesses. It offers video conferencing, instant messaging, and file sharing, making it a valuable tool for remote work.

Moreover, it has also helped businesses adapt to new customer behaviours and preferences, such as online shopping and virtual events, and stay connected with their customers in the absence of face-to-face interactions. Online communication tools like WeCom have become essential for companies looking to stay competitive in the current business environment.

Let’s get to know this platform in more detail in this article.

 

What is WeCom?

WeCom, developed by Tencent, is a business communication and collaboration app. Formerly known as WeChat Work, it offers features like group chat, video conferencing, file sharing, and task management.

It integrates with email, calendar, and CRM systems. It’s popular in China, supports multiple platforms and languages, and allows larger group sizes and more contacts compared to WeChat.

It also enables interaction between WeChat and WeCom users. Certain features may be restricted based on user settings and permissions.

 

How is it different from WeChat?

WeCom is targeted for business communication needs whereas WeChat can be used to post articles, run ads and get connected with potential customers. Some of the significant differences between these apps are

WeChat allows an individual account to create a group with up to 500 members, while its business equivalent allows up to 10,000 group members for an organizational group and up to 2000 members for other groups. The organization can use it to invite customers, vendors, suppliers, and partners to join its groups for more accessible communication. Similarly, a WeChat account can add up to 5000 “friends,” but an individual WeChat Work account can add up to 50,000 “friends.

Besides, a WeChat account can send up to 200 messages to friends, while the other account has no limit for bulk messages.

Another feature that makes it more business-friendly than WeChat is that professional accounts can share the information of their “friends” (e.g., customers) with other professional members, which makes for seamless work handover or workflow support.

Moreover, these powerful features can be beneficial for business networking as well as operations management. Users of both platforms can interact with each other, as both platforms are developed by Tencent and are integrated with each other. This means that users of WeChat can send messages and make calls to WeCom contacts, and vice versa. Similarly, users of WeCom can also interact with WeChat contacts by adding them to their WeCom contacts list and sending messages or making calls through the app.

Additionally, WeChat Work provides various APIs to allow organizations to access and integrate it with other applications, including those of the WeChat ecosystem and third-party partners.

 

APIs – Application Programming Interfaces

Tencent provides a range of APIs that developers can use to build custom integrations and extensions for the platform. Here are some of the most popular APIs:

Chat API: This API allows developers to build custom chatbots and integrations for chat feature, enabling users to interact with third-party services and applications directly within the platform.

Directory API: This API provides access to user and group information within, making it easier to manage users, groups, and permissions.

Event API: This API allows developers to receive real-time notifications for various events, such as message send/receive, user login/logout, and group chat creation/deletion.

Contact API: This API allows developers to manage and synchronize contact information between the platform and external systems.

Authentication API: This API provides secure authentication and authorization for third-party applications that need to access features and data.

Drive API: This API enables developers to build custom integrations for cloud storage and file sharing features, allowing users to access and share files directly within the platform.

🌏 Why should brands use CRM Integrations on WeChat?

These are just a few examples of the APIs available for WeCom. Developers can access the full API documentation and resources on the WeCom developer website.

WeCom Usage in China & How Covid-19 Influenced Its Usage

WeCom, Tencent’s dedicated product for business communication and office collaboration, reached 180 million active users with more than 10 million companies and organizations last year.

When Covid-19 hit and everyone was forced to work, tools like WeCom made the transition easy for people to keep up with their work and business. WeCom facilitated remote work and virtual events during the pandemic.

WeCom helped with:

Increased Adoption: As businesses and organisations shifted to remote work and online collaboration, there was a surge in the adoption of WeCom. According to Tencent, the company behind WeCom, the app saw a 200% increase in usage in China during the early stages of the pandemic in 2020.

Hybrid Work Model: As China emerged from the pandemic and returned to work, many businesses adopted a hybrid work model, with employees working both in the office and remotely. WeCom played a key role in facilitating this model, as it allowed employees to communicate and collaborate seamlessly regardless of their physical location.

Virtual Events: With the cancellation of in-person events and conferences, many organisations turned to virtual events to connect with customers and partners. WeCom’s video conferencing and group chat features made it a popular platform for hosting virtual events.

How B2B Brands Can Use WeCom

Customer Support: B2B brands can use WeCom to provide customer support to their clients. They can create a dedicated customer support group within WeCom and allow customers to contact them via chat, voice, or video calls. This can help businesses provide faster and more personalised support to their customers.

Sales and Marketing: B2B brands can use Wecom to communicate with their potential clients and partners. They can create groups and invite prospective clients to join them to provide product information, answer questions, and share marketing collateral. This can help businesses build stronger relationships with potential clients and generate leads.

Collaboration: B2B brands can use Wecom to collaborate with their external partners, vendors, and suppliers. They can create groups and invite external parties to join them for discussions, document sharing, and project management. This can help businesses streamline their supply chain management and enhance collaboration with external parties.

Event Management: B2B brands can use Wecom to manage their events and conferences. They can create groups for attendees, share event schedules, and send notifications to keep attendees informed about the latest updates. This can help businesses enhance the attendee experience and engage with their audience more effectively.

💼WeChat for B2B sector & 10 Ways for a B2B Brand to Generate Leads on WeChat

How B2C Companies Can Use WeCom

WeCom can be used by B2C companies to enhance their communication with customers and improve their overall customer experience. Here are some ways B2C companies can use WeCom:

Customer Service: B2C companies can use WeCom to provide customer service to their customers. They can create a customer service group within WeCom and allow customers to contact them via chat, voice, or video calls. This can help businesses provide faster and more personalised support to their customers.

Marketing: B2C companies can use WeCom to promote their products or services and engage with their customers. They can create groups and invite customers to join them for product launches, promotions, and other marketing events. This can help businesses build stronger relationships with their customers and increase customer loyalty.

Sales: B2C companies can use WeCom to facilitate sales with their customers. They can create groups and invite customers to join them to provide product information, answer questions, and place orders. This can help businesses enhance their sales processes and provide a more convenient shopping experience for their customers.

Feedback and Surveys: B2C companies can use WeCom to gather feedback and conduct surveys from their customers. They can create groups and invite customers to participate in surveys or provide feedback on their products or services. This can help businesses gain valuable insights into their customers’ needs and preferences and make data-driven decisions.

Overall, WeCom can be a valuable tool for B2C companies to enhance customer communication and engagement. It improves customer service, and increase customer loyalty and satisfaction.

 

Setting Up WeCom for Your Business

Employers can create a WeCom account by following these steps:

  1. Firstly, go to the WeCom registration page: https://work.weixin.qq.com/
  2. Secondly, enter your company information, including company name, industry, and contact information.
  3. Create an administrator account by entering your email address and creating a password. This account will have full access to your company’s WeCom account and settings.
  4. Verify your email address by clicking on the verification link sent to your email.
  5. Set up your company’s WeCom account by following the prompts provided by the platform.
  6. Once your account is set up, you can invite employees to join by providing their phone numbers and email addresses.

 

Note that there may be additional steps required for verifying your company’s information and setting up specific features within WeCom, such as third-party integrations or customer support channels. Be sure to consult WeCom’s documentation and support resources for more information on how to customize and optimize your account for your business needs.

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Conclusion

WeCom has revolutionized business communication in China. It provides an efficient and secure platform that empowers organizations to thrive in a fast-paced and interconnected environment. By leveraging the features and capabilities of WeCom, businesses can enhance their productivity. They can also foster collaboration, and build strong relationships, ultimately driving growth and success in the dynamic Chinese market.

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

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Unlocking the Power of 520 Day: How Brands are Capitalizing on China’s Love Celebration

May 18, 2023

You might know Valentine’s Day, but what if we told you that there’s another love day in China, where people celebrate love by sharing gifts with their loved ones? Yes, it’s ”520 Day”. China has more romantic holidays than most nations, with Valentine’s Day falling on February 14, 520 Day falling on May 20, and the Qixi Festival falling on August 22 this year.

You should be aware of 520 Day if you sell gifts such as jewelry, watches, handbags, or even automobiles. Valentine’s Day might not be a big deal in China. Instead, that happens most often on May 20 also called 520. Because it’s a consumer-focused holiday with a significant online component and gift-giving as a core element, it’s crucial for retailers to be aware of it.

Let’s get to know more about 520 days and how marketers can take advantage of them.

What is 520 in China?

Chinese users began using the term “520” online to shorten the phrase “I love you,” much like English speakers do with “ILY” or “ILU,” which is how 520 Day got its start. This is because when spoken in Mandarin, the phrase “I love you” (wǒ ài nǐ) sounds very similar to 520 (wǔ èr líng).

In China, it is not a recognized public holiday. However, on this special Day, restaurants and movie theaters are much more crowded and expensive in the evening. Also contrary to Qixi festival which is deeply rooter in Chinese tradition, ‘520’ is a purely commercial holiday coined only in recent years. It doesn’t take any of its allure and fun!

💕 Why should brands include Qixi, the Chinese Valentine’s Day, in their marketing strategies?

Is February 14 not so important anymore?

Valentine’s Day this year appears to be less busy than in years past. Big luxury brands like Louis Vuitton, Dior, Gucci, and Balenciaga didn’t launch any related initiatives in China. Social media platform Xiaohongshu recorded only around 50,000 posts mentioning “Valentine’s Day 2023” as of February 13, slightly fewer than the same period last year.

The general public does celebrate Valentine’s Day even though the holiday’s origins don’t have much cultural resonance with local shoppers. However according to a Chinese survey, people prefer traditional Chinese romantic celebrations like the Qixi Festival and 520 Day to Valentine’s Day.

Valentine’s Day is unlikely to gain popularity in China as consumers turn toward their own cultural heritage and brands prefer to leverage guochao in their marketing communication. 

This dynamic explains why high-end businesses have made marketing around more regional events a top priority. For the following significant romantic festival, 520 Day, luxury players will probably go all-out.

 

How are the other brands doing it?

 

Balenciaga 5:20 video game hall

Last year, Balenciaga launched a campaign that featured a number of charitable endeavors and limited editions, all of which were offered on their official website and in physical stores. One standout was the “5:20 Video Game Hall,” a virtual arcade with pixel art and a lifelike soundscape that is currently available on the company’s WeChat channel until May 20. Alongside this, WeChat memes and 520-only profile pictures were made available for free download.

This year, the brand prepared a range of 520-exclusive products such as T-shirts and other accessories. These can be decorated using included garment marker. There is also a beloved gaming component but this time users become farmers growing virtual crops using regenerative agricultural techniques.

🎮Female Gaming – One of China’s Most Promising Trends

Balenciaga 520 Campaign China

Saint Laurent’s Tmall Super Brand Day

Since the beginning of its campaign on April 30 in conjunction with Tmall Super Brand Day, French luxury fashion house Yves Saint Laurent has amassed hundreds of millions of cumulative exposures online. 

The pink version of its Kate bag line was first introduced during the campaign. The color symbolizes love.

Saint Laurent has created an interactive 3D experience that enables customers to try on the various styles in an immersive setting. In addition to enlisting the help of celebrities and KOLs on social media. 

 

Special 520 products from Bvlgari

On May 1, Bvlgari launched a campaign to promote its 520 products, and to do so, it used Weibo’s pop-up advertisements to introduce Wu Lei as its 520 campaign spokesperson.

The first 1000 customers who spend more than 20,000 RMB between April 20 and May 20 will receive special 520 stickers. The first 300 customers who order 520 items online will also receive a special festival-related stamp in the mail.

 

Tiffany’s limited edition ruby necklace – “Blue is the Color of Love”

Tiffany presented a limited edition Tiffany Hardwear necklace set with rubies to commemorate Valentine’s Day this year. Olympic gold medalist and model Eileen Gu was the face of the luxury jeweler’s  advertising campaign.

Gu’s support for this cause has increased its social media engagement: as of publication, the campaign hashtags #ElieenGuTiffanytheColorofLove and #ElieenGuColorson on Weibo had amassed a combined viewership of 230 million, a sizable number for a commercial ad.

With comments like “mysterious,” “high-end,” and “gorgeous,” 99 million people have viewed Tiffany’s iconic blue box.

Tiffany 520 Campaign China Eileen Gu

“V” for love from Valentino

The Valentino Garavani 520 Mini Loc handbag campaign featured the letter “v” from the word “love” concealed inside the iconic logo of the accessory. 

The theme of the campaign was that love is a special declaration between two people. Along with this storytelling, the celebrity partnerships for the campaign received overwhelmingly positive reviews from online users.

One of the top 3 trending topics on Weibo on May 10 was the hashtag #LayZhangJessicaJung, which received 100 million views in a single day.

 

Maison Margiela’s “I love” twist locker

Margiela introduced Aa New Lock handbag exclusively in China. The piece made its debut in Maison Margiela’s Avant-Premiere Spring-Summer 2022 collection, embellished with pistachio green leather and an “I love” twist locker.

Multiple sets of character strings with associations to love can be found in the accessory’s twist locker’s special edition. When the bag is locked, the phrase “I love” is visible; when it is unlocked, a number of options are available, including “You,” “The Earth,” “My Cat,” and “Maison Margiela.”

 

Prada: Mathematics of Love

One of the first high-end companies to launch its 520 campaign in China was Prada. The “Mathematics of Love” campaign  examines love in the context of the post-pandemic era. It defines love as both universal and particular, timeless yet also linked to the present.

A special selection of 520 products are available through a WeChat pop-up shop.

 

​​Louis Vuitton: Treasure Hunt

Louis Vuitton released a 90-second short film on May 12 to commemorate 520 Day. The film shows a treasure hunt on the company’s monogram handbags led by the actress Song Jia and livestreamer Li Jiaqi.

Li’s on-screen persona is unusual for Louis Vuitton, which has traditionally favored celebrities with sizable fan bases; however, his endorsement seems to have greatly impressed netizens, as his Weibo campaign post garnered over 4.2 million views.

 

Diesel Taps Collectible 

Diesel and Dolores, a company known for its collectible toys, worked together to produce 520 Valentine’s Day figurines this year. 

The art toys come in three colorways: neon pink, neon green, and neon yellow. They feature Diesel’s Spring 2023 collection and its best-selling 1DR handbags. 

DIESEL 520 Campaign China

📅 Discover our China’s 2023 Marketing Calendar

Conclusion

Referencing well-known Chinese holidays or launching specific promotions can be a very effective way to engage customers. However, it’s equally crucial to ensure your messaging and imagery are culturally sensitive. Do not rely on stereotypes, or you run the risk of gravely offending your audience.

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

 

 

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Marketing to Women Empowerment: A Chinese Perspective on International Women’s Day

March 7, 2023

Every year on March 8, people celebrate International Women’s Day to honor women’s achievements and raise awareness of gender inequality. The first International Women’s Day was observed on March 19, 1911, in a number of European nations. Now, Women’s Day is celebrated all over the world now, and China is no exception. 

Let’s see how people in China celebrate Women’s Day and how it impacts the Chinese market.

 

Women’s Day in China

International Women’s Day (IWD) has gained popularity in China due to the extreme transformation of the position of women in Chinese society compared to their traditional societal roles of limited independence and work options. 

In 1949, IWD was declared an official holiday in China, and new laws were passed to give women greater control over their lives, combating old ideas of male superiority. As a result, women gained greater independence, education, and political representation, leading to their recognition as vital contributors to Chinese society. IWD is now celebrated widely across China to recognize and further promote women’s progress in society.

 

📆 Explore the full 2022 Marketing Calendar

How is IWD celebrated in China?

 

Chinese companies offer benefits to female employees on International Women’s Day (IWD), including time off, flowers and small gifts. Women, companies, and social organizations use the day to raise awareness about issues affecting women, such as sexual harassment, mental health, and discrimination. 

China also celebrates Women’s Day by giving women numerous product discounts on and around this day.

The self-care theme is heavily marketed on Women’s Day. It is one of the major factors contributing to the enormous sales that are generated on this day every year. With slogans such as ‘Treat yourself’ or ‘Happy Goddess Day’, brands want to inspire purchases. However, there are more and more voices contending that IWD shouldn’t turn into just another shopping holiday. Instead, it should concentrate on addressing issues of health, safety, and domestic violence, which are still major issues in China.

 

How International Women’s Day affects the Chinese market

 

In China, women are in charge of more than 70% of household purchases, including those for luxury goods, everyday items, and online shopping, according to a report by Alibaba.

China now boasts the third-largest female consumer market in the world, behind the US and Japan. Women’s rising purchasing power is one of the major factors contributing to China’s economy. Sheconomy will play an even more important role in the coming years.  Therefore companies increasingly emphasize the value of appealing to female customers.

For e-commerce platforms, International Women’s Day is a significant marketing occasion because it coincides with the introduction of fresh spring products with the “3.8 Festival.” E-commerce platforms can use the 3.8 Festival as an opportunity to market to women by providing exclusive discounts and promotions on goods that are catered to their interests and needs.

Aa growing number of Chinese women choose a single lifestyle over marriage, particularly millennials and Gen Z. These trends are affecting the Chinese market and economy as well. For example, online female shoppers reached 581 million by 2022. Nearly half of their purchases were in the beauty, skincare, and makeup sectors, according to Questmobile’s 2022 report on the “she economy”.

 

Top eye-catching campaigns for Women’s Day in China

 

Some brands have really developed a meaningful connection with their female consumer base. Those are the ones that offer a deeper message and seek to empathize with the gender inequality and social expectations that women face. Some of the campaigns from such brands are:

 

Tmall Super Brand Day:

Tmall Super Brand inspired women with a novel poem that included 26 brands in alphabetical order. The “Wǒmen are women” campaign’s main focus was on women’s feelings toward specific brands.

The campaign involved about half of the brands that took part in Tmall’s Super Brand Days. The purpose of the poem and video was to inspire women to develop their own “super brand” that reflected their unique spirit and personality. 

 

Perfect Diary 

For the Perfect Diary campaign, the brand interviewed female celebrities who had all experienced gender stereotypes in their lives. However, they didn’t let these inhibit them from following their dreams. Yamy Guo, a member of the girl group Rocket Girls 101, joined the campaign. In the past, she received flak for not meeting expectations of stereotypical female beauty.

Her experience brought to light China’s absurd beauty standards. Instead online users praised her and noted that she is unique because of her appearance.

The video gained over 6.4 million views on Weibo. It also included Yang Li, a comedian known for her anti-patriarchal comedy. Hui Ruoqi, a former captain of China’s women’s volleyball team, was one of the campaign heroines as well.

 

Perfect Diary IWD

 

Florasis

One of the hottest C-beauty brands, Florasis, took on a very unique approach. The brand launched a video campaign that examines how women deal with various mental health issues in modern society.

At the same time, the series featuring five women looked at different skin issues. By the end, it unveiled a new product called Florasis Balance Liquid Foundation.

The campaign, which celebrated the upcoming International Women’s Day also assisted to boost sales of its new product. Thanks to the brand’s well-liked livestream sessions, did both by amplifying this message through personal stories.

 

Net-A-Porter 

Luxury e-commerce Net-A-Porter launched a campaign film The Remarkable Day. The video highlighted various memorable moments throughout a female’s life, such as a wedding or pregnancy.

In China’s luxury market, Net-A-Porter was an early adopter of female marketing. The e-tailer has collaborated with several female celebrities over the last two years to engage its independent and expanding female customer base.

For its International Women’s Day campaign this year, Net-A-Porter highlighted well-known Chinese fashion houses that are likely to draw younger consumers away from social media sites and into its flagship Tmall store and WeChat marketplace.

 

L’Oréal

For its “I Say I’m Worth It” campaign, L’Oréal worked with a variety of Chinese celebrities. The list included Ouyang Nana, Gong Li, Ju Xiao Wen, Xin Zhilei, and Daniel Wu.

The actors discussed their personal experiences and ideas about female empowerment. The collection of short films inspired women to take on life’s challenges and figure out their own personal values.

The campaign demonstrated the company’s in-depth knowledge of Chinese femininity by using role models from a variety of life stages and professions that connected with the brand’s larger female customer base.

 

Neiwai

March last year, the Chinese lifestyle brand Neiwai debuted the final phase of its No Body Is Nobody campaign. 

The initiative began in February 2020 with a series of documentaries looking at the diversity of female bodies. Podcast series last year that covered a variety of feminism-related topics followed.

In order to commemorate the brand’s tenth anniversary, the campaign’s final installment featured five of the company’s female customers. The ladies shared their own individual journeys over the previous ten years. 

Neiwai Campaign

 

How can brands improve their Women’s Day campaigns?

Firstly, brands should focus more on showcasing the strength and accomplishments of women in 2023. The discussion around IWD is bigger rather than just offering discounts and promotions to better target female consumers. 

Brands can attract and engage female consumers who are passionate about these issues by developing campaigns and topics that advance gender equality and women’s empowerment.  

This may entail collaborating with organizations that champion women’s issues or producing content that highlights the achievements of women in various professions.

Secondly, for female customers, brands should aim to create individualized and tailored experiences. This can involve providing specialized product recommendations, individualized customer service, and special access to activities and discounts.

IWD is a great day for brands to forge a deeper emotional bond with their female consumers. If done correctly, it can increase loyalty and long-term customer relationships. Brands can achieve that by demonstrating that they comprehend and value the particular needs and preferences of female consumers.

 

 

 

Conclusion

IWD is celebrated widely in China to recognize women’s progress in society. Meanwhile, it serves as a significant marketing occasion for businesses to appeal to the country’s growing female consumer base. In recent years, it became an occasion for brands to discuss important societal topics related to women’s daily life. In conclusion, it’s a great time to connect with female consumers in a meaningful way.

🏮Explore our page dedicated to the most important festivals in China

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

 

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