CHINA. Almost every luxury brand now has an official presence on WeChat, vying for users’ attention with interesting and creative content.
Jing Daily, a partner of The Moodie Davitt Report, has compiled some of the top recent WeChat campaigns from luxury fashion brands in a new bi-weekly newsletter which analyses all things WeChat.
‘The WeChat Edition’ features news, campaigns, reports, case studies, and events.
“With over one billion monthly active users, WeChat has truly become an inextricable part of life in China,” Jing Daily said in launching the newsletter. “With the rise of Chinese outbound travellers, the platform is becoming increasingly important to businesses and organisations outside of China as well.”
Yves Saint Laurent, Hermès, Michael Kors, Fendi, Prada and Miu Miu are the brands whose campaigns have been showcased in the Jing daily feature.
The first edition of The WeChat Edition also looks at how brands are using the WeChat red envelope feature to incentivise consumers throughout the year, and not just during Chinese New Year.
Photo: Fendi
“There have been a number of ways brands have adopted the concept of the red envelope in their daily marketing schemes through cooperation with WeChat Pay,” Jing Daily said. “Usually they appear when a user is paying for a product in a store in China through WeChat and are, in turn, given a red envelope with a surprise discount. Sometimes, payees are also prompted by the brand to send ‘lucky money’ to a friend, helping the brand expand its customer base.”
The WeChat Edition also notes a report co-produced by Tencent on how the elderly use the internet in China, which showed that the one phone skill that 98.5% of 50-80-year-olds had was chatting on WeChat.
In a section of the newsletter entitled ‘Deep Dive’, Jing Daily will offer in-depth guides, tutorials, and reports. In the first edition, the focus is on Totem’s ‘Social Media Insights 2018’ report.
“This massive report claims that 2018 is a year of getting the basics right for most companies, answering over-due questions about brand identity, measurement and localisation for China,” the newsletter states.
“Brands in China (foreign and local alike) have been pushing hard for a long time to capture market share, often with little regard for quality brand management and well organised, integrated strategies. As organic reach and cheap audience attention come to a close, brands will have to refocus their efforts.
“The report touches on some key WeChat trends and includes an entire section highlighting WeChat’s newer features such as mini-programs and the brand zone.”
Click here to subscribe to The WeChat Edition.
