WeChat (Chinese name: Weixin 微信) is with more than 1 billion monthly active users one of the popular messaging app in China. Developed in 2011 by Tencent, WeChat is now known as the “App for everything” with its many functions and platforms.
Brands have the ability to register an official WeChat account, which enables them to push feeds to subscribers, interact with subscribers and provide them with services. There are two kinds of official accounts: subscription accounts and service accounts. Subscription accounts are often used like a daily news feed, as they can push 1 new update per day. This can either be a single article, or multiple articles bundled together into one larger news update. As most people follow a great number of subscription accounts, all subscription accounts are saved in one Subscription Accounts Folder on users’ timelines. Service accounts have access to more functions available through the WeChat platform – such as payments and WeChat coupons – making service accounts more suitable for business purposes. Besides these advanced options, service accounts appear on users’ timelines alongside regular chats, enhancing visibility and availability. However, because of this, WeChat only allows service accounts to push 4 updates per month.
WeChat Mini-Programs (MPs) are light programs that do not require anything to be downloaded or installed. Users only need to scan an QR code or search for a particular MP to launch and use the application anytime and anywhere. MPs are simpler and more efficient for users as well as more cost-efficient for the brands developing them (20% of the development cost of mobile apps). 020 connections can be made very easily, special QR codes create a buzz leading to more active usage, and the MPs’ “nearby” feature lets users find relevant MPs around them, making it possible for brands with local stores to use this feature to serve in-store customers.
A WeChat shop offers companies with an official account the ability to sell goods and services directly inside the WeChat ecosystem. It enables customers to make payments with their WeChat wallet and both sellers and buyers can make promotions in their WeChat shop application. The usage of WeChat shops has increased in popularity over the past years, but it is now being overshadowed by Mini Programs.
With the help of Customer Service software brands can set up, manage, and monitor customer service behind the scenes. In Customer Service tools chats are distributed automatically and directed to one or more customer service representatives. Moreover, most platforms allow users to send a feedback form or customer research form inside WeChat, making it possible to get to the heart of their customers’ problems and experiences. As China is the place to focus on networking marketing, brand awareness will be a natural progression.
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Tmall is the largest business to consumer (B2C) retail platform in Asia, enabling businesses to sell directly to Chinese consumers. It was founded in 2008 by the Alibaba group after International and domestic brands were becoming frustrated at having to sell their products alongside many counterfeit merchants on Taobao, the Chinese equivalent to a eBay.
Tmall is different from Taobao in that it is specifically designed for businesses with certified brands and other legal documentation. The end user also benefits, because when they buy from Tmall they can be confident they are buying genuine goods from the brand itself. Since 2008, Tmall has grown rapidly and depending on what source you look at has the lion share of China's e-commerce market and is pivotal in the success of “singles day”, which has become China's shopping holiday on 11/11 every year. Despite this success, Tmall is still relatively difficult to list on for small to medium size brands outside of China and it is also worth noting, Tmall does not provide fulfilment like Amazon does in the west.
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Taobao (淘宝), which has a direct translation in Chinese meaning “seeking treasure”, is a Consumer-to-Consumer (C2C) and Business-to-Consumer (B2C) e-commerce marketplace started in 2003 by the Alibaba Group which offers a platform for individuals and small business owners to sell their products online through their own “stores”. There is Taobao Marketplace for individual and small and medium businesses and Tmall (also Tmall Global) for medium to large businesses.
Sometimes, and mostly outside China, Taobao is referred to as the China Amazon or eBay, but in reality it far surpasses them. It is the world's largest e-commerce website and one of the top 10 most visited websites in the world (according to Alexa). It is China’s biggest e-commerce site by far with over 600 million monthly active users and nearly 60% of e-commerce sales. It is used by most Chinese and a growing number of Asian and global, users.
With over 1 billion product listings Taobao is China’s largest online marketplace selling anything from cosmetics to dead mosquito bodies.
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Weibo is a Chinese microblogging website, often referred to as the Chinese version of Twitter. Although it might started as a Chinese equivalent of Twitter, Weibo has transformed over the past eight years to a comprehensive platform that incorporates the major features of Twitter, YouTube, and Facebook. In the first quarter of 2017, Sina Weibo had 340 million monthly active users, 91% of whom were mobile users. Although Weibo implements many features from Twitter – such as the 140-character limit, the possibility to mention or talk to other people using @UserName, the use of #Hashtags, and the retweet (re-post) function – there seem to be quite some differences between how Weibo is used in China and Twitter is used in other countries. For instance, users of Weibo publish more posts than those on Twitter and are more active in reacting on other people and sharing their views.
With such a vast and active audience, Weibo offers incredible opportunities for brands to engage with potential customer audiences. Weibo marketing is one of the recommended marketing activities in China, as this digital tool will allow brands to grow brand awareness in China, whilst gathering vital data and insights into Chinese people and their customs, needs and preferences. Furthermore, Weibo has a built-in shop feature that functions as an e-commerce channel by deeplinking to the Taobao/Tmall app.
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YouKu, owned by Alibaba, is one of China’s top video sharing websites. It is similar to what YouTube is for the Western world. YouKu is partnered with over 1,500 licence holders such as television stations and distributors, all of which regularly upload content for their primarily Chinese audience, although people from all around the world can still access YouKu’s services.
Due to the success of YouKu, many brands have used this as an opportunity to reach potential and existing customers. YouKu is also one of the most popular mobile apps in China, proving itself to be an asset to any marketing campaign.
I understand that marketing campaigns thrive from direct engagement with the target audience, and so we want to ensure language or cultural barriers are not a problem as you grow your business using video marketing on YouKu.
Help you to establish an account on YouKu, and apply for a DaYuHao account. The videos and text/images published on DaYuHao will be distributed on YouKu, TuDou, UC, Ali apps, as well as WanDouJia, ShenMa Search, 25 PP in the future, which means you will gain a greater and more accurate exposure.
Design a branded profile in order to appeal to this new audience.
Video translation and subtitling into Chinese to allow your audience easier to understand you.
YouKu video promotion to drive traffic to your website and generate sales.
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Ximalaya FM is now China’s most popular professional platform for podcasting and audio-sharing. With the motto ‘Anytime, anywhere, listening to anything I like (随时随地，听我想听)’.
Paid digital content services have gained popularity among Chinese consumers in the past few years. In 2020, the market’s value is expected to grow to 23.5 billion RMB, showing the industry is one of the country’s fastest growing. Ximalaya FM, as the leader in the field, is able to attract consumers with different interests and purchasing power from different geographical locations.
The consumption of audio content can nearly be compatible in all everyday life scenarios: consumers can listen before they sleep, during work breaktimes, while dining, while driving or while waiting for someone, etc. It is observed that usage peak times range from 8am to 1pm and from 9pm to 10pm, which are usually the most relaxed hours in one’s daily life. During these times, the users tend to relax their mind by listening to audio contents. This observation shows the platform has a strong integration with its users’ daily life, and is likely to leave a deep impression on its audience, making it a perfect venue for online marketing.
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Xiao Hong Shu
Have you ever heard of Pinterest or Amazon? For people from the west, most of them are used to buying products, sharing reviews and posting lifestyle stories through various platforms. Imagine all of those features wrapped in one and you’ll get XiaoHongShu (小红书)! XiaoHongShu (the Little Red Book in English) provides an all-in-one platform with both social media and e-commerce functions for its China users.
Launched in 2013, the social E-commerce app now has over 200 million registered users as of 2019. If you’re in the field of e-commerce, you should definitely learn how to master the platform created by this billion-dollar startup rapidly taking over China.
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One thing is to get on the various social media networks and to create a website. Without good content you still have nothing. I can help you create content suitable for China.
Articles in simplified Chinese or English for blogs and WeChat accounts. Sina Weibo entries to efficiently get your message out. Product photos for Xiaohongshu and other e-commerce solutions. Product descriptions.
Even video editing to make your videos stand out in a way that attracts the Chinese consumer.
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I have many years of experience with China, both offline and online. I have worked for several years as a purchasing agent for many companies in Europe so I have the needed knowledge to make sure you and your business get the product or service you are looking for without losing money and time on the way.
Obviously I also have a vast experience in applying for visa, work permits and residence permits for China, so feel free to contact me if you need help to get the papers needed to visit the fantastic country China.
[ Contact me and GoOpportunity today about anything you need help with regarding China ]