WeChat: Your Ultimate Travel Planning Tool

July 6, 2023

WeChat, widely known as China’s all-in-one super app, has revolutionized the way people communicate, socialize, and conduct financial transactions, but now we’ve got yet another sector coming into the ring.

While it was not initially designed as a travel planning tool, recent developments within the platform indicate a growing appetite to venture into the market share traditionally dominated by Online Travel Agencies (OTAs). This shift is particularly notable, given the whirlwind of changes the travel industry has gone through in recent years. After three long years of restricted international travel due to the global pandemic, the world is witnessing a resurgence in wanderlust. As a result, there has been a noticeable surge in travel-related content on WeChat. Users are sharing their travel experiences, tips, and recommendations, transforming the platform into a hub for travel enthusiasts.

Moreover, recent statistics reveal that a substantial portion of the Chinese population is eager to resume their international travel plans. According to a survey published by Dragon Trail Research, an astounding 60% of Chinese individuals have expressed their intentions to travel abroad this year. This renewed enthusiasm for international tourism presents a unique opportunity for WeChat to leverage its existing user base and expand its influence in the industry.

In this article, we will delve into the emerging travel-related features on WeChat and analyze how they position the platform to potentially challenge the dominance of traditional OTAs. We will also explore the implications of WeChat’s growing travel focus, both for its user base and the wider travel industry, as we navigate the new landscape of post-pandemic tourism.

WeChat as a one-stop platform to organize a trip

Mini-programs are the core of any planning tools on WeChat. Chinese Travel Consumption Trends White Paper 2023, released by Tencent Marketing Insight and Tongcheng Research Institute highlight the value and popularity of WeChat mini-programs for Chinese travelers. According to the findings, 61% of respondents said they use WeChat mini-programs to purchase travel products and services while on trips. Additionally, 34% stated that they utilize mini-programs for accommodation, transportation, attraction tickets, activities, and/or F&B, while 24% each use the mini-programs of travel platforms and OTAs.

Brands can leverage mini-programs in many ways. For example by embedding a link within the articles, pin to their official account WeChat menus, and much more.

WeChat mini-programs are simply convenient and don’t require downloading additional apps. On top of that, since they are vetted by Tencent they are also perceived as more reliable.

Mini Programs Travel WeChat

👀 Discover more about WeChat Mini-Programs

WeChat Search is another amazing tool in the WeChat’s arsenal. Users can search for virtually any kind of information from quick results for the weather forecast at their destination to suggested flight routes or accommodations.  In the Search results, users can also browse through official WeChat accounts, video content, mini-programs, and more. Filtering option help them to find relevant information quickly.

One particularly eye-catching feature that can be leveraged by brands is ‘search takeover’ where brands can customize their result card and include buttons driving to different functions like booking.

WeChat Search Travel

🔍 A Quick Guide To WeChat Search

Travel Content on Official Accounts

WeChat Official Accounts, let’s not forget content published on official accounts. They remain the most important source of information and updates for Chinese travelers. That’s why it’s so important to keep them up to date. Menu, which is a close equivalent of a website, should be updated and make it easy to navigate for FAQ. Chinese customers will appreciate responsive customer service and auto-replies.

Articles can serve as a great source of inspiration. Taking into account that 17% of Chinese travelers admit that they use WeChat to plan outbound trips, there is a big chance that they might come across the content that spark their wanderlust within the platform. This rising interest in globetrotting content is already visible. According to Q1 2023 WeChat Rankings Report, average views per post on WeChat rose by 41% for airlines. Similarly, 30% for cruise trips, 42% for attractions, and 15% for hotels.

WeChat Articles Travel Tourists

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

Last but not least, WeChat Channels can be used to find new inspirations. Viewers can discover hot spots in cities and unknown places worth a visit. With similar to Douyin’s algorithm-based feed, Channels are the must-have hub for visual video content on WeChat. Global and local attractions are already using built-in live-steaming features. Users can also browse content based on their location in order to find new hidden gems. They can also create their own content and raise awareness and promote places through UGC (user-generated content).

WeChat Channels Travel Tourists

🎥 WeChat Channels – How to Post for Success?

Conclusions

WeChat recently published a post on how the app can be used for planning a trip from the scratch. All without the need to download any other apps or leaving the platform. Click here to check it: 微信搜一搜是懂五一的. If you have any questions about leveraging WeChat for tourism, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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Keeping Up with China: Latest Market Updates and News

June 9, 2023

iFlytek demonstrates new AI writing tools based on its own language model, claims it outperform ChatGPT

 

With the release of its own AI language models and associated applications, iFlytek is continuing the contribution of Chinese tech companies to the global AI development initiative sparked by ChatGPT.

An artificial intelligence writing tool called the iFlytek AI Writer aids users in quickly creating articles based on given information and prompts. On May 6, the product had its initial release.

According to the chairman of iFlytek, the model has surpassed ChatGPT in the areas of Chinese long-text generation, medical knowledge, and mathematical prowess but still falls short of ChatGPT in this area.

Three upgrades will be made to the model soon. On June 9, the model will be improved with code and multimodal interaction skills, and on August 15, it will be improved with open-ended question, multi-round dialogue, and mathematical ability capabilities. He added that by October 24 the model will be on par with ChatGPT’s current level in English and surpass ChatGPT’s current level in Chinese.

https://technode.com/2023/05/10/iflytek-demonstrates-new-ai-writing-tools-based-on-its-own-language-model/

 

 

Xiaohongshu tests new feature enabling influencers to add shopping links to posts

 

As part of its push towards e-commerce transactions, Xiaohongshu is enabling a select group of merchants to invite platform influencers to include shopping links when they post recommended content.

Instead of connecting to external e-commerce platforms, the links are directly connected to stores within Xiaohongshu.

In January 2021, the feature was initially accessible to all platform creators, but it was removed six months later due to “unsatisfactory link conversion rates.”

Xiaohongshu, which is frequently compared to Instagram, has been refocusing on e-commerce in recent months. It tested a group-buy feature last month and found success with livestream shopping earlier this year.

https://mp.weixin.qq.com/s/FTb_v-_vYsghkMr454iNtg

 

 

LinkedIn to shut China app, cut over 700 jobs

 

 

InCareer, the Chinese version of LinkedIn, will shut down its job board in August. Thanks to our strong China-based team, InCareer had some success over the past year, but it also faced stiff competition and a difficult macroeconomic environment.

LinkedIn stated in October 2021 that the Chinese-language version of its services would be discontinued due to “a more difficult operating environment” and “greater compliance requirements.”

Instead, the Microsoft-owned company introduced InCareer, a stand-alone employment app. InCareer had 57 million users as of July 2022 and was linked to 875 million members globally via LinkedIn.

700 employees in China will lose their jobs as a result of InCareer’s decision to change its business strategy and assist Chinese companies with recruiting, marketing, and training personnel abroad.

https://news.linkedin.com/2023/may/a-message-from-linkedin-s-ceo

 

 

Dazi culture in RED

 

 

Users of Xiaohongshu list the “professional” connections they require to expand their personal social network beyond simple acquaintances.

Recently, the “Dazi Culture” has become a trend on the internet. Finding a partner for a certain activity or pursuit—be it a study partner, a travel companion, a movie buddy, or a workout partner—is central to “Dazi” culture.

“Da Zi” is a colloquial term for a friendship. They do provide a relationship that people are eager to have, especially when you just want someone to eat or shop with but not share your most private secrets with. Despite the fact that they are not close friends.

“Da Zi” may be the reason why young people associate with one another because they have common interests, taste, or preferences.

The “Voice Live” feature, which focuses on voice social networking and lets users create open rooms and have conversations with random people about a variety of topics of interest, was internally tested by Xiaohongshu in October.
In February this year, 小红书 launched a “group chat” function, continuing to break the reality-based social networking model of acquaintances and connecting strangers by interests.

https://mp.weixin.qq.com/s/rWi4TqsjEsMSXrk7uLMtew

 

 

Balenciaga gives a nod to sustainability for 520 festival

 

 

Balenciaga, a luxury French fashion house, is leveraging Chinese Gen Zers’ growing passion for sustainability in advance of the 520 shopping festival (also known as Internet Valentine’s Day).

Chinese Gen Z consumers’ attention to brands’ social responsibility has emerged as a defining characteristic. With the recent launch of 500 new sustainable products on Tmall Luxury Pavilion, luxury brands have made sure to stay on top of this trend.

Along with the launch of the line, Balenciaga also published an interactive mini-program on the messaging app WeChat. On the microblogging platform Weibo, as of May 10, the hashtag “Balenciaga 520” had accumulated 17 million views.

Balenciaga gives a nod to sustainability for 520 festival

 

 

Chinese Tourists’ Spending In Europe Rises, But Visitor Numbers Remain Weak

 

 

The return of Chinese tourists to foreign countries began closer to home, with Asian locations like Thailand, Japan, South Korea, and Singapore emerging as early favorites, according to data from several Chinese travel agencies. Richer Chinese tourists appear to be among the first to travel back to Europe.

Chinese consumers now pay much more to travel to Europe, and demand is still below pre-pandemic levels. Those who do make these lengthy trips, though, are spending more money than before.

Europe will likely have to wait until the end of 2023 or 2024 to see the return of large-scale Chinese tourism.

https://jingdaily.com/chinese-tourist-europe-spending/

 

 

Lancôme spotlights Chinese ceramics in eye cream campaign

 

 

For the promotion of its Absolute Eye Cream, Lancôme examined the beauty of conventional Chinese ceramics. The campaign uses the restoration of old objects as a metaphor for rejuvenating sagging or aging skin.

Chinese consumers’ desire for goods that honor their country’s rich cultural heritage, both old and new. Foreign brands can take advantage of this trend with clever product design and local partnerships, making it far from the exclusive domain of domestic brands.

According to the study, half of Chinese women between the ages of 25 and 30 use anti-aging products like skin-lifting creams, serums, and eye creams.

Lancôme spotlights Chinese ceramics in eye cream campaign

 

Court Ruling Sparks Debate Over Promoting Work on Social Media

 

 

Luxury brands are embracing the concept of “virtual luxury” more and more in order to appeal to younger, digitally savvy consumers who value sustainability and one-of-a-kind experiences. To engage customers and create fresh opportunities for brand interaction, this entails using virtual experiences and products.

But the question still stands: Is authenticity still important in marketing? While virtual luxury might be alluring in the short term, brands shouldn’t discount the value of authenticity and quality when fostering long-term consumer trust and loyalty.

Given these trends, luxury brands should think about how to strike a balance between the advantages of virtual luxury and the requirement to uphold a strong brand identity and reputation. This might entail coming up with inventive ways to combine tangible goods and services with digital ones, all the while upholding the brand’s commitment to excellence and authenticity throughout.

https://www.sixthtone.com/news/1012863

Checking the performance of prior posts within the last 30 days is now possible in the WeChat backend, which is a new data point available.

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Recent Updates and Industry Highlights

June 9, 2023

Face-swapping fraud sparks AI-powered crime fears in China

 

China is dealing with a major deepfake scam, which has raised concerns about an increase in fraudulent activities utilising AI tools such as face swapping and voice mimicry.

The case revolves around a prominent tech firm in Fuzhou, whose legal representative was reportedly swindled out of RMB 4.3 million ($610,000) after engaging in a video call with an imposter posing as a “friend” through the exploitation of AI face-swapping technology.

This incident has triggered extensive discussions on the ability of AI to deceive well-educated individuals in a matter of minutes. While China is still in the early stages of formulating regulations for AI, the nation’s internet regulator recently released a draft regulation addressing the use of generative AI and invited public input on the proposed measures.

The initial enthusiasm surrounding advancements like ChatGPT in China has been overshadowed by apprehensions regarding the potential misuse of AI to facilitate criminal endeavors.

https://technode.com/2023/05/24/face-swapping-fraud-sparks-ai-powered-crime-fears-in-china/

Tencent’s super app WeChat announced the official introduction of palm payment

 

WeChat’s palm pay feature demonstrates its adaptability to varying lighting conditions and the unique physiological characteristics of individuals’ palm lines.

This innovative payment method has been initially introduced on the subway line that connects to Beijing’s Daxing Airport. By utilizing this newly launched feature, users can now complete their entire boarding process without the need for their smartphones.

https://mp.weixin.qq.com/s/z664BYdriVy1_tbwSSHbWA

 

China Social Media In 2023: The Brand Guide To WeChat, Douyin, Xiaohongshu And Other Platforms

 

In China, the luxury goods market is flourishing, offering a significant opportunity for brands to captivate the interest of Chinese consumers. It is crucial for luxury brands to carefully select the appropriate social media platforms to establish connections with younger demographics.

By actively participating in relevant discussions and fostering a community centered around broader themes, brands can easily connect with users on platforms such as Xiaohongshu. To resonate with Chinese consumers, luxury brands should strive for subtle, sincere, and locally tailored storytelling.

Incorporating gamification elements on platforms like WeChat can enhance a brand’s social standing and create exciting opportunities beyond traditional features. Furthermore, leveraging short videos with compelling narratives on platforms like Weibo can establish profound emotional bonds with audiences and effectively convey brand messages.

https://jingdaily.com/chinese-social-media-xiaohongshu-douyin-wechat-weibo/

Strong Domestic Travel Rebound In China Foreshadows Return Of Global Chinese Tourism

 

Chinese Gen Z individuals are embracing the trend of “Dopamine Dressing Style,” which aims to embody joyfulness through clothing choices.

This new fashion phenomenon, characterized by vibrant and vivid colors, is believed to have originated among university students.

One of her short videos, featuring five colorful outfits representing different moods throughout the weekdays, has gained significant exposure and attention.

The popularity of the “Dopamine Dressing” style reflects the increasing significance of emotions in the fashion industry’s consumer journey, particularly among the post-90s and post-00s generations.

By utilizing colors as a medium for emotional expression, individuals can experience an enhanced sense of pleasure, effectively triggering the chemical messenger of happiness.

How has China’s Gen Z turned the happy chemical Dopamine into a fashion fad?

 

The Chinese Traveler Is A Global Luxury Consumer

 

The post-pandemic luxury industry will continue to witness a significant presence of Chinese travelers, and luxury companies should be prepared for their return.

In light of the three-year-long COVID-19 restrictions, brands must adapt and comprehend the changes in Chinese consumer behavior and expectations.

To strengthen customer relationships and ensure consistent experiences, it is crucial for luxury companies to utilize Chinese digital platforms such as WeChat, RED, and Dianping.

Emphasizing digital capabilities that facilitate product searches, store appointment bookings, and seamless integration with popular payment platforms like WeChat Pay and Alipay is of utmost importance.

Collaboration between global brand teams and local Chinese teams is necessary to cater to the needs and expectations of Chinese travelers, viewing them as a global consumer profile and delivering coherent experiences across the digital landscape.

https://www.luxurysociety.com/en/articles/2023/05/chinese-traveller-global-luxury-consumer?ueid=3a844b2001

 

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What’s happening in the Chinese market

May 10, 2023

China’s answer to ChatGPT? Baidu shares tumble as Ernie Bot disappoints

The introduction of Ernie coincides with Google and Microsoft upping their AI game. As the CEO of Baidu makes brief video presentations in which he makes it abundantly clear that the AI still needs many improvements, Baidu shares fall.

Analysts claim it was a staged event with pre-recorded videos of the test and showcases, proving they were hesitant to perform it live. As a result, rumors claim it is not yet operational (Baidu stock fell by 6% following the presentation).

The public still cannot access AI. Ernie is able to create images and videos, speak and understand various Chinese dialects, write poetry, and perform math.

https://www.reuters.com/technology/chinese-search-giant-baidu-introduces-ernie-bot-2023-03-16/

 

Top Chinese PR agency to replace copywriters and designers with ChatGPT-like tech

Since securing Microsoft as a client, BlueFocus, which was ranked first among its Chinese peers and 11th overall among public relations firms worldwide in 2022, has made significant investments in AI. The company has also worked with Chinese ChatGPT substitutes, such as Baidu’s Ernie Bot, for use in online persona development and other forms of digital marketing.

It will do away with outside copywriters, designers, and temporary workers in favor of generative AI like ChatGPT. Up to one-fourth of current work could be replaced by ChatGPT-like technology, particularly in the fields of office administration and legal services.

https://hr.economictimes.indiatimes.com/news/industry/top-chinese-pr-agency-to-replace-copywriters-designers-with-chatgpt-like-tech/99470589

 

Notice on the Compliance of WeChat Official Account Marketing Content

The Measures for the Administration of Internet Advertising were recently released by the Market Supervision of China and will go into effect on May 1.

The official account operators, who advertise goods or services in various ways and include shopping links and other ways to make purchases, are, in my opinion, the most crucial factor for us. The term “advertisement” needs to be clearly identified.

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

 

A 80 year old grandmother be MIUMIU brand ambassador

When choosing an ambassador, many brands today, particularly luxury brands or high-end new consumer brands, are edging closer to middle-aged and older artists and models.
This 80-year-old grandmother appeared in a Miu Miu fashion advertisement.

In contrast to earlier fashion posters From the posters, we can sense the appeal of the past and another interpretation of fashion.

In order to reach a wider audience and draw in more young customers, brands like Lululemon are starting to favor middle-aged and elderly spokespersons. Fashion does not only belong to young people; it is about exploring individual fashion attitudes at any age.

https://mp.weixin.qq.com/s/Lr4XlQiekcj7ALMhXDVAJA

 

Xiaohongshu decodes the urban core fashion trend through the sports market in Shanghai

Xiaohongshu visited a sports market in Shanghai over the May Day weekend that was showcasing the new fashion craze Urbancore. Participating brands and fashion KOLs organized a variety of outdoor sporting events, capitalizing on China’s enduring fitness craze to increase engagement.

In order to promote participation, a number of live streams with giveaways and prizes of urbancore-inspired clothing were combined with the offline market.

Xiaohongshu decodes Urbancore fashion trend through sports market in Shanghai

 

Xiaohongshu to launch group buying function

This is the most recent action taken by Xiaohongshu to expand her reach in the “local life” market.

Xiaohongshu has been working to strengthen the link between online peer-to-peer recommendation and offline services in users’ local areas ever since the launch of the “Nearby” feed in 2019. Consumers can be encouraged to spend money locally by offering discounts for group purchases, which must be made.

Online group buying penetration in China was only 12.7% in 2021, and this number is only anticipated to rise, creating an untapped market.

Xiaohongshu to launch group buying function

 

China’s May Day Holiday Reveals New Favorite Tourist Destinations

The price of admission to scenic areas increased 1,000% from the same time last year, exceeding pre-pandemic levels. From April 17 to May 7, Macau was the most popular travel destination for Chinese tourists in Asia, a 32 percent decline from visits to Hong Kong.

Other than these well-known tourist destinations, obscure places saw growth over the holiday. Particularly for its inexpensive barbecue food and good value for money experiences, Zibo has become extremely popular on social media. May Day hotel bookings soared 800 percent from 2019.

Labor Day saw an all-time high in international excursion bookings on Fliggy, more than tripling the previous record set during this year’s Spring Festival. However, the number of available international flights continues to restrict travel abroad.

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

 

For Marketers, Does It Even Matter If It’s Not Real?

Luxury brands are embracing the concept of “virtual luxury” more and more in order to appeal to younger, digitally savvy consumers who value sustainability and one-of-a-kind experiences. To engage customers and create fresh opportunities for brand interaction, this entails using virtual experiences and products.

But the question still stands: Is authenticity still important in marketing? While virtual luxury might be alluring in the short term, brands shouldn’t discount the value of authenticity and quality when fostering long-term consumer trust and loyalty.

Given these trends, luxury brands should think about how to strike a balance between the advantages of virtual luxury and the requirement to uphold a strong brand identity and reputation. This might entail coming up with inventive ways to combine tangible goods and services with digital ones, all the while upholding the brand’s commitment to excellence and authenticity throughout.

https://www.luxurysociety.com/en/articles/2023/04/marketers-does-it-even-matter-if-its-not-real

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Exploring WeChat Channels Backend: Features & Stats

April 28, 2023

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

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

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

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

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

 

WeChat Channels Backend Homepage:

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

WeChat Channels Backend Homepage Desktop

WeChat Channels Backend Homepage

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

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

 

WeChat Channels Content Management:

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

WeChat Channels Backend Post Scheduling

WeChat Channels Backend Post Scheduling

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

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

 

WeChat Channels Data:

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

Firstly, we can see changes in the follower base. 

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

WeChat Channels Data

WeChat Channels Data

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

 

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

For each unique post, we can see: 

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

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

 

Other functions of WeChat Channels desktop:

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

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

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

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

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

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

Explore our Beginner’s Guide to WeChat Channels

Conclusion:

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

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

 

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Maximizing WeChat Channels: An In-Depth Look at the Statistics and the Future Plans

February 16, 2023

WeChat, China’s biggest app, grew from just a chatting messanger to a major business platform a long time ago. And Channels, the video sub-platform of WeChat, is becoming one of users’ and businesses’ favorite features.

Channels advanced last year, with more services and content available to both consumers and businesses. Since the start of its internal beta testing on January 21, 2020, it has experienced significant user engagement. The feature, which enables anyone to record, create, and share videos, saw total user time exceed 80% of that of Moments, the latter of which offers mutual contacts with asynchronous photo, video, and audio sharing.

If you’re not very familiar with WeChat Channels yet, explore our introductory post for beginners here – A Beginner’s Guide to WeChat Channels.

Now, let’s analyze the WeChat Channel statistics and growth plan for 2023.

 

WeChat Channel Statistics

WeChat Channels have powerful tools for businesses to connect with their target audience and drive growth – with the help of innovative content.  The total number of views has skyrocketed, with a 200% YoY increase and a 400% YoY increase in video views based on AI recommendations.

The number of daily active creators and video uploads has also surged, with a 100% YoY increase, and significant growth in the number of viral videos and original video views. However, short videos are not all. 

Live streaming has also seen tremendous growth, with a 300% increase in users, a 156% increase in viewing time, a 614% increase in content creators, and an 83% increase in broadcast time.

🎥 Learn more about live-streaming on WeChat Channels

WeChat Channels continue to expand its support with new features like live streaming e-commerce, quick sharing, and product windows. This makes more brands eager to leverage a massive userbase to drive their sales and reach their target audience. 

The GMV of live-streaming e-commerce on Channels has grown by over 800% since 2021. Moreover, the average transactions now exceed RMB 200.

Top Events in 2023

WeChat Channels have become one of the most popular platforms for users to watch and share short videos. 

It’s clear that short videos are a hit among WeChat Channels users. The number of views for short videos in 2022 increased by 237% compared to the previous year, showing just how popular they have become.

When it comes to the most popular short videos, five topics stood out. These were the workplace, cultural history, financial management, eloquence/speech, and trivia. This shows that users are interested in a wide range of topics.

WEChat Channels Stats 2023

For those looking to be entertained, WeChat Channels has a plethora of options. The top five concerts in 2022 included “Yearning” by Li Jian, Cui Jian’s first online concert, the Backstreet Boys’ first-ever online concert, Luo Dayou’s “Childhood” concert, and “You Want a Good Concert.”

Backstreet Boys WeChat Channels

In addition to entertainment, WeChat Channels users are also looking for ways to improve their physical health. The top six fitness keywords searched by users were yoga, bodybuilding, boxing, body, aerobics, and diet meals.

For those looking to explore, WeChat Channels offer a wealth of travel content. For example, the top 10 most popular destinations in WeChat Channels included: 

  1. Yellow River Xiaolangdi Reservoir,
  2. Huashan Long Sky Boardwalk,
  3. Tiananmen,
  4. Leshan Giant Buddha,
  5. Yellow River Hukou Waterfall,
  6. Tianmen Mountain in Zhangjiajie,
  7. Forbidden City,
  8. Gulangyu Island in Xiamen,
  9. Macao Green Mao Port,
  10. Former Residence of Chairman Mao in Shaoshan.

 

WeChat Channels’ Growth Plan 

In the fast-paced digital world, it’s essential for businesses to keep up with the latest trends and technologies to reach their target audience. WeChat Channels is one such platform that provides a unique opportunity for businesses to reach a vast audience through its innovative features and rich content ecosystem. According to WeChat Weixin Pro Class 2023 (our coverage of the 2022 edition available here), Tencent plans to invest more into Channels in the coming years. 

 

Short Video

The short video feature on WeChat Channels has seen significant growth in the past year. As a result, with more and more creators joining the platform, the content ecosystem has become more diverse and prosperous. 

Moreover, the time spent by WeChat Channels users has also increased and is now approaching that of WeChat Moments. The video views based on recommendation algorithms have increased by over 400% YoY, making it a great opportunity for businesses to reach a vast audience.

To provide comprehensive author services, WeChat Channels has upgraded its creator traffic and honor incentives, with new product capabilities such as online content heating, video product sharing, and video monetization tasks.

These tools will provide creators with more monetization options and help them grow and get better returns on WeChat Channels. 

In 2022, the number of daily active creators and video uploads increased by more than 100% YoY, original content played increased by 350% YoY, and the number of creators with 10,000+ fans increased by 308%. 

 

🗺 Learn how to optimize your WeChat Channels posting with our quick guide

WeChat Channels Video

Live Streaming

WeChat Channels’ live broadcasts have become an integral part of users’ social lives, covering a range of content from hot events to daily information communication and celebrity speeches. Above all, it provides a platform for individuals to start broadcasting and showing themselves, encouraging diverse content production. 

The platform provides a rich live broadcasting ecosystem:

  • the viewing scale increasing by 300%,
  • the viewing time by 156%,
  • and high-quality launch time by 614%.

WeChat Channels has always encouraged the production of diversified and high-quality content. In order words, providing a platform for “every individual to pick up his mobile phone and start broadcasting.” 

As a result, this led to a significant increase of 101% in 2022 and total anchor revenue growth by 447%.

To sum up, live streaming will invest 5 billion in traffic incentives and more rich and perfect realization tools and incentive policies to help every individual have a good start, growth, and income. 

E-commerce Live Streaming

Live Streaming Channels

The commercial potential of WeChat Channels live broadcast has continued to grow. With sales increasing by more than 8 times YoY and the platform’s public purchase conversion rate by more than 100%. 

The top three categories of consumption are clothing, food, and beauty. Finally, it’s worth noting that the purchasing power on WeChat Channels is split between 20% male and 80% female users. This information is useful for businesses and content creators looking to target specific demographics with their products and services.

The launch of WeChat Channels stores provides businesses with convenient and efficient business tools, with over 90% of sales coming from the WeChat Channels store. The platform has connected over 1,000 service providers, contributing over 30% to Channels’ sales.

Firstly to better support brand merchants, WeChat Channels will soon release an incentive plan for merchants. Secondly, Tencent will provide more opportunities, including traffic, brand identity, and other services. For instance, the platform will also continue to increase its support for service providers and focus on investment. For example, in areas of identity authentication, traffic incentives, and operational tools.

Conclusion

WeChat Channels have come a long way, with improvements in short video, live broadcasting, and e-commerce. Above all, with the continued development of the ecosystem and the implementation of incentive policies, WeChat Channels will continue to attract more users and creators, providing a platform for rich and diverse content. 

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

 

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The WeChat Agency Blog: The Best of 2022

December 29, 2022

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

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

 

10. China Trend: Silver Generation

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

Read here: China Trend: Silver Generation

China Silver generation senior

 

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

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

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

LinkedIn China

 

8. What is Dewu?

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

Read more: What Is Dewu?

Dewu Poizon China

 

7. How Douyin is Different From TikTok?

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

Read more: How Douyin is Different From TikTok?

Douyin Tiktok difference

 

6. WeChat Stickers – A Quick Guide

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

Read more: WeChat Stickers – A Quick Guide

WeChat Stickers

 

5. E-commerce Platforms in China

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

Read more: E-commerce Platforms in China

Ecommerce China

 

4. Live Streaming on WeChat Channels

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

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

Read more: Live Streaming on WeChat Channels

WeChat Channels Live Streaming

 

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

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

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

DOUYIN Statistics China TikTok

 

2. What Is WeChat Marketing?

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

Read more: What Is WeChat Marketing?

WeChat Guide

 

1. A Beginner’s Guide to WeChat Channels

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

Read more: A Beginner’s Guide to WeChat Channels

WeChat Channels

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

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

December 5, 2022

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

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

 

What is Whitelisting?

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

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

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

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

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

 

Types of sharing content in WeChat

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

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

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

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

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

Whitelisting

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

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

Reprinting – how is it displayed on WeChat?

Sharing WeChat B2B

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

New option! 

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

According to WeChat:

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

Interesting thing:

  • Reprinted articles cannot contain internal WeChat links. 

quick repost wechat

Collaboration and mutual distribution

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

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

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

 

Collaborations with KOLs in WeChat

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

 

Brands that cannot advertise on WeChat

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

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

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

 

Case study on magazine collaboration

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

Client: AkzoNobel International Marine Coatings

Industry: B2B Marine & Protective Coatings for the shipping industry

Target Audience: Major shipping companies

Objectives: build brand awareness and brand equity

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

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

Whitelisting Sharing WeChat B2B case study

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

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

 

Conclusion

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

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

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

November 4, 2022

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

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

How do WeChat users discover and start following official accounts?

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

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

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

Other methods of fan acquisition

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

How to make the best first impression on WeChat?

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

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

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

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

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

 

User’s journey through the WeChat official account

Stage 1: First impressions

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

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

Stage 2: Why should I follow?

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

WeChat Welcome message

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

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

ℹ️ Learn more about the menu

ℹ️ How to optimize your WeChat menu?

WeChat Menu

Stage 4: Auto-replies

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

Conclusion

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

If you wish to know more about WeChat marketing and content creation or other marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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What’s new in China these days?

November 3, 2022

Top 3 private traffic platforms for merchants in China

 

WeChat, Alipay, and short video platforms like Douyin and Kuaishou have emerged as the most crucial platforms for Chinese merchants’ private traffic operations, claims a report from iResearch.

Because more than 80% of businesses believe the cost of private traffic has increased by 40%, conversion rate and leveraging public traffic have become the primary focus.

It is also becoming more common for private domain layouts to be multi-platform. Applets (mini-programs) are the standard configuration for private-domain businesses, and WeChat, Alipay, and short video platforms have emerged as the primary platforms for private-domain businesses.

Link: https://www.chinainternetwatch.com/35117/private-traffic-platforms/

 

Chinese Luxury Consumers Abroad: A Missed Opportunity?

 

Over the last five years, the number of Chinese people relocating overseas has increased due to economic and “living environment” factors, as well as, more recently, the mainland market lockdowns.

In major markets such as the United Kingdom, the United States, and France, overall search demand for the three categories is increasing by 23% on average.

Brands should also consider macro migration trends to markets such as the UAE, which, while currently serving a smaller audience pool, has seen an influx of Chinese expatriates in recent years and expects continued growth in these communities.

Fashion, watches and jewelry, and beauty are among the most popular categories.

Link: https://mp.weixin.qq.com/s/gxsFcc-HsmS182JKgz3O8Q   

 

Amazon Competitor Temu Ranks Third In App Downloads After A Month

 

Temu, a new e-commerce platform serving the North American market but owned by Chinese e-commerce giant Pinduoduo, launched just over a month ago.

Since then, it has expanded its merchandise range on its website and app to more than 100 categories of goods, including fashion, jewelry, health, and home supplies. 

Temu downloads in the App Store are steadily increasing due to a massive supply chain, extremely low prices, and a novel approach to wooing global shoppers. 

Link: https://jingdaily.com/temu-pinduoduo-app-store-downloads/   

 

Taobao officially resumed cooperation with Kuaishou chain

 

On October 28, Taobao alliance announced that merchants through Taobao alliance will be able to publish goods and service links in the Kuaishou live broadcast shopping cart, short video shopping cart, product details page, and other modules. 

It is expected to be fully restored by October 31 at 23:59:59 (in the event that some commodity categories and special commodities cannot be released, the Kuaishou platform’s access requirements will take precedence).

Merchants can also publish links to goods and services and generate transactions via the Taobao alliance, the Kuaishou live broadcast shopping cart, the short video shopping cart, the commodity details page, and other modules. 

Any charge adjustment must be made on the basis of the actual charges. Taobao alliance each charge standard, remaining unchanged from before.

 

JD will fully resume cooperation with Kuaishou external chain on October 29

 

Jingdong Union announced on October 28th that it would resume full cooperation with Kuaishou in the external supply chain. 

The grayscale testing of products is currently complete, and the trailer function of Jingdong goods in the Kuaishou broadcasting room will be gradually opened today, with full recovery expected on October 29th.

According to JD Union, the resumption of JD Union and Kuaishou cooperation means that Kuaishou users have more diverse consumption options and can experience the quality goods and services provided by JD in a more convenient manner.

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