Leverage WeChat at its best to reach and serve Chinese consumers - - PowerPoint PPT Presentation
Leverage WeChat at its best to reach and serve Chinese consumers Bruxelles, January 2017 1 Internet in China and the role of WeChat 2 Contents How to best leverage WeChat to reach retail goals 3 Why internet is different in China
Bruxelles, January 2017
Leverage WeChat at its best to reach and serve Chinese consumers
Contents
Internet in China and the role of WeChat
1
How to best leverage WeChat to reach retail goals
2
Success stories
3
Why internet is different in China compared to European habits and how WeChat is entrenched in Chinese consumers everyday life How WeChat is structured in Europe and key benefits for western brands
4
Internet as we got to know it: the sum of vertical applications, discovered one by one over time, each one with a clear purpose
4
Exhaustive Communication by e-mails In Information & Service by by webs bsite Entertain by y Face cebook
Opinion leadership by Twitter Re Real-ti time communicati tion by by Wh Whatsapp Vo Voice and conference calls by by Skype pe Ve Vertical needs by by native apps pps
WeChat allows integrated access to almost all digital services…
Messaging Feed reader Geolocalization Backend with
Mobile payments Browser Media player QR code reader
6
As a consequence, WeChat enjoys an extraordinary adoption in the whole Chinese community worldwide, topping more than 846M active users…
7
A typical day on WeChat: as our 760M DAILY active users do
exchanged on WeChat in a single day by 420
TR TRANSACTI CTIONS…PE PER MINUTE TE
Internet in China and the role of WeChat
1
How to best leverage WeChat to reach retail goals
2
Success stories
3
How WeChat is structured in Europe and key benefits for western brands
4
Contents
How to use WeChat to attract new followers, inform and engage them through multimedia contents and finally serve them during their shopping experience
WeChat advanced targeting features allow merchants to effectively reach their audience in China
At Attract
Example
Basic information
u Men u Women u 30+ years old
Interests
u Fashion & Luxury u Travels u Europe
Purchasing power
u Medium – High
Advanced targeting
u High probability to visit Italy,
France or UK soon
Not only in the cities or residences But Real Time LBS (block where the person is designed on a map) Social demographic profile Education, marital status Commercial interests purchase potential and online shopping behaviour Set up of target group based on client target profiles Wheather condition Mobile device
BANNER
Multiple formats and planning options to meet campaign requirements and engage followers
MOMENTS
At Attract
♦
Customized menu
♦
Multimedia and interactive contents
♦
Interaction required to surf contents
♦
1-1 chat with followers …and much more!
In Inform & eng engage
Example of a sophisticated Official Account
Brand could inform, engage and serve followers on WeChat through the Official Account
Broadcast messages can unleash the power of editorial plans…without filters: each follower receives them
u No Algorithm: “We are a
media, hence we have no right to filter what a brand wants to say to a person who chose to follow it
u Multimedia contents: It’s not
about frequency, it’s all about interest and quality
u Limited volumes:
communicate only if you really have something relevant to say
u 48hours rule: if the follower
wants you, then you can tell him what you want
In Inform & eng engage
Using WeChat to provide 1-1 customer care via chat has become a common practice
Ma Main fe featu atures
followers in their requests
provide automatic answers As Assis ist & & Sel Sell
Selling through WeChat: online…
As Assis ist & & Sel Sell How does it work? Main advantages …
§ Direct link to the e-commerce website § One-click payment through WeChat Pay § Exploitment of an existing asset § Better visibility of the e-
commerce
§ Link to the product pages or to the
check--out pages of JD.com
§ WeChat Pay is natively functioning § Exploit JD.com visibility § JD.com offers sales support
services
§ Mini e-commerce website within the
account
§ Management from the platform § Personalization of the experience § Integration within WeChat
account
§ Creation of engaging
experiences Integration of JD.com Native WeBoutique
§ Product booking and picking up in
store experiences
§ Payment through WeChat Pay within
the account or directly in store
§ 360° brand experience § Increase the in-store traffic
Drive to boutique Own e-commerce platform
Selling through WeChat: …offline, in your stores in Europe
As Assis ist & & Sel Sell
Internet in China and the role of WeChat
1
How to best leverage WeChat to reach retail goals
2
Success stories
3
How WeChat is structured in Europe and key benefits for western brands
4
Contents
Examples of brands from different industries which successfully unleashed the potential of WeChat
Selected stories
20
Luxury Retail Travel Fashion
Watchmaker: advanced targeting to boost followers adoption
Activity and budget allocation Costs Campaign duration Banner click to follow to increase followers base (16% of total budget) Moments ads focused both on followers acquisition and brand awareness (84% of total budget) 160k Eur invested Banner click to follow: CPC of 0,15 Euro Moments ads: CPM 20 Euro for Tier 1 cities, 13,5 Euro for Tier 2 cities Banner click to follow: 13 days Moments ads: 24 days 63k new followers acquired (24% from Banners, 76% from Moments) 9M impressions on moments, 100% share of voice on target Follower Acquisition
§ Graphics and
copywriting review and adaptation
§ Target definition § Real Time Bidding
Optimization
§ Continuous monitoring
and reporting
Building aspirational e-commerce experiences
Dior, on August 8th 2016 put
edition of its “Lady Dior” bag to celebrate Chinese S.Valentine day Through Dior Official Account followers could customize the bag by selecting up to three charms to plug in and purchase it (4.200 USD retail price) using WeChat Pay The entire stock (200 units) went sold out in a day Chloé, Michael Kors, Montblanc, Valentino and
launched similar activities
MILAN
How Caesar hotels delivers an integrated experience from sales to room services through WeChat
Retail: How Selfridges uses WeChat to draw users to its eCommerce platform
Selfridges case study Target Gain visibility for both its eCommerce platform and its physical stores among Chinese customers Activities WeChat official account, directly linked with Selfridges cross-boarder eCommerce site at editorial level Clear and detailed instructions for Chinese customers about every aspect of making purchases offline or online at Selfridges (e.g., returned goods, taxation, …) WeChat QRcodes strategically positioned within the store to provide interactive contents (e.g., products information, maps, assistance) to acquire new followers Online Offline
Internet in China and the role of WeChat
1
How to best leverage WeChat to reach retail goals
2
Success stories
3
How WeChat is structured in Europe and key benefits for western brands
4
Contents
Examples of brands from different industries which successfully unleashed the potential of WeChat
Why western brands fail on WeChat
26
u Detached execution u Wrong usage of platform capabilities u Overpriced and poor targeted advertising u Poor targeting u Wrong storytelling u Lack of market research
Which issues did your organization faced in its first attempt to approach chinese consumers trhough WeChat? % of respondents1
1 More than one answer allowed
Source: WeChat Italy – Digital Retex research, 2016
62% 59% 45% 31% 27% 26%
To do this, we leverage close relationship with local trusted partners to ensure end-to-end support with regards to everything about WeChat
Cl Client Lo Local support and ex exec ecut ution Te Tencent In International Bu Business Gr Group
Shares needs and targets Proposes/ approves targets and planned actions Cooperate on system integration activities WeChat strategy design and execution Local accounting, idea generation and management of day-by-day activities through a team if English, Chinese, Italian and French speakers, based in Milan Deep knowledge of most common CRM, DAM, eCommerce and retail platforms to ensure system integration is properly executed Liaison between Head Quarter and local markets Provide support to local office and partners on procedural and technical issues Directly operates advertising campaigns (targeting and real time bidding) Monitors overall quality Independent, third party agencies Trusted partners
Key benefits of working with us and our trusted partners
20 – 30% higher impact on WeChat advertising campaigns
§
Access to “super targeting” options
§
Lower service fees
§
Post paid top-ups
§
Shorter time to launch
§
Direct assistance through internal procedures Performing Official Accounts, also for non chinese entities
§
Possibility to open Official Accounts on Weixin (hence visible in China) without a Chinese business license
§
Possibility to host contents in China on Tencent Cloud infrastructure (optimized for WeChat)
§
Tencent Advertising solutions
§
WeChat Official Accounts
§
WeChat Payments
§
Tencent Cloud Better integration across all WeChat related services
Overview of the services we can provide
29
OA OA ope
g and d co configuration Sy System em in integratio ion OA OA ma manage geme ment eC eCommer erce e & & pa payme ments Ad Advertis isin ing Tr Training
Ov Overvie iew of
provided ded se services
Closing remarks: some suggestions when approaching chinese market
30
Have an overall, consistent plan Work with the right people Plan mid-term Get the right balance between HQ control and local touch
eCommerce Local distribution Market research Social media Brand protection … China is big, (still) fast growing and (more and more) reach: it can’t be quick’n’easy They want our style, but “speak” their own language
Thank you
aghizzoni@tencent.com WeChat_Europe@tencent.com