Wechat monthly active users reached 270 million in November, with over 600 million registered users. Since the launch of Wechat 5.0 and a series of open API policies made it the new marketing favorite of many enterprises. Let’s take a look at Wechat successful marketing cases.
Case One: cnfol-com
CNFOL, a Chinese finance portal website, includes finance, stocks, securities, market statistics, funds, futures, options and foreign exchange, insurance,etc. CNFOL Wechat official account allows users to check finance news and market index, send selected finance information to users and offer investment services. Users only need to enter stock code to get that stock quotation. It’s convenient and easy to learn.
Case Two: Mideace
Midea is a Chinese leading home appliance manufacturer, and its Wechat official account Mideace offers one-stop service. Midea’s customized menu allows users to get to know Midea’s products information and market launch updates. If they want to purchase, they could enter online mall to buy the products. What’s more, they could find customer service information in public account, such as after-sales network, product specification, complaints of products, Q&A and help. Wechat official account helps Midea shorten the communication channels with consumers and lower the cost.
Case Three: wyn88v
Vienna Hotel Group is a chain hotels with over 480 branch hotels in about 80 cities in China. Its Wechat official account offers a comprehensive booking service, connected with online booking system. Except for booking rooms via Wechat official account, consumers could also search for points, order and discount information. Once you finish booking a room, your mobile will receive a confirmation message. Wechat official account offers another convenient way for booking hotel rooms.
Case Four: lacrocheposay1975
LaRochePosay, an international beauty products brand, launched a 50ml sample sending activity during June and July this year. This activity used Wechat marketing for the first time, optimized sending procedures and improved consumer experience and user feedback obtain. Consumers could apply for the sample online via Wechat official account, and got the sample offline in stores. Then it sent back offline consumers information to online database, realized O2O cycle.
Case Five: qunar-wang
Qunar cooperated with Adsit, a Chinese digital marketing optimization platform, launched a Wechat official account call center customer service. Qunar became the first Chinese OTA enterprise to move call center on Wechat official platform. It also took advantage of Wechat strong ties with users and simple third-party login, and developed QR code scanning sharing button and coupons cloud wallet apps suitable for travel decision-making and travel products purchasing. Its Wechat customized menu had strong and useful functions. Since the launch of Qunar Wechat official account, its followers increased 2,000 per day.
Qunar put a precised-target, small-scale and high ROI social marketing into practice on Wechat official platform. Recently, several travel products snap up were limited within Wechat followers. Wechat selected consumers by multiple labels (city, gender, inquiring records, purchase history, preference) and invited them to the promotion activities. One of the activity sold out 150,000 travel products in two hours.
For Wechat marketing, it is very crucial to grasp consumer psychology.
Case Six: rainbow-cn
Rainbow is a Chinese department store, its Wechat official account allows users to purchase shopping card. Consumers could hit purchase button on its Wechat official account, and choose Wechat payment. The shopping card could be used in any Rainbow mall nationwide, what’s more, you could send the shopping card as a gift to your friends via Wechat.
Case Seven: m51buy
51buy Wechat Double 11 marketplace achieved 80,000 transaction orders on November 11 2013. 51buy launched Wechat marketplace at midnight on November 11 in Beijing, Shanghai, Guangzhou and Shenzhen, featured as flash sales. First,51buy elaborately selected popular products which saved consumers from picking and choosing from different categories, they could purchase chosen products directly from the shelf; Second, the specified shopping procedures didn’t need consumers to put products in shopping-cart, they could confirm the order immediately; Last, consumers paid for the purchase via Wechat payment.
Case Eight: proyachina
Between September and October 2013, Proya (a Chinese cosmetics brand founded in 2003) started a marketing activity called hydropower. Proya not only set up PC minisite, but also built Wechat activity page which enable consumers to take part in the activity in mobile-end. Proya connected Wechat activity with offline stores and Tmall online store, so that consumers could choose to obtain rewards either from offline store for free sample or from Tmall online store for coupons. It greatly improved consumer experience and consumption rate.
Proya successfully integrated online activity, offline reward obtain and online Tmall store coupons, realized online, offline consumer interaction.
Case Nine: jumeivip
Jumei is a Chinese brand cosmetics and skincare products group buy website. Jumei Wechat pubic account is the first cosmetics and skincare products try out platform. By answering questions correctly and share information to friends circle, consumers could get opportunities to free try out products. Jumei targets at female consumers precisely, with content catering to the needs of female consumers, such as skincare methods, how to look pretty, fashion circle, in fashion and group buy information. Jumei Wechat official account supports Alipay and pay on delivery, stimulating consumption greatly.
Case Ten: xmsj816
Xiaomi, an Apple-like Chinese mobile manufacturer, announced on November 22 to cooperate with Wechat, 150,000 Xiaomi 3 mobile phones were going to snap up on Wechat official account platform and paid via Wechat payment.
Xiaomi usually launched its mobile phone online with extremely low price for panic purchasing, its scarcity marketing strategy was a huge success.
Consumers could book for snapping up with 0.01 yuan (USD 0.0016) cost to get 5 yuan (USD 0.82) cash coupon for xiaomi 3. Consumers not only could purchase mobile phone via xiaomi Wechat official account, but also got information about how to snap up xiaomi 3 mobile phone, order inquiry, product information and booking.
Xiaomi used Wechat official account to draw close the distance with consumers.