Facebook, WeChat, WhatsApp and Messenger
Having marketed in both the English speaking and Chinese speaking markets in NZ and overseas, it fascinates me how, in a very short time, the Internet of Things (IoT) fuelled also by the Chinese government banning the likes of Facebook, Youtube, Google and Skype from China has enabled a Chinese IoT ecosystem to appear as shown below.
There has never been a time more exciting time than now to be a marketer! The lessons from when Facebook first started is being felt by WeChat (eg should a brand in multiple countries and multiple product categories have multiple Official Accounts on WeChat?) and what WeChat has been able to dominate is just being ventured upon by Facebook (eg integrating mobile pay into social media)!
It can be difficult to explain what WeChat is and what it can and can’t do. So for those of you that understand Facebook, WhatsApp and Messenger, here’s a comparison table as to what is possible (or not) among these apps.
As you can see from the table above, WeChat is powerful! If you’re considering how you can use WeChat for your business, a good place to start is to understand what is the expansion strategy of Tencent (WeChat’s parent company) and how it affects good old NZ.
Firstly, we know that the immediate plans of Tencent is to ensure that Chinese when they leave China are able to use WeChat as if they are back home. This means that Tencent has appointed a handful of countries to roll out functionalities such as accepting WeChat Pay and marketing solutions to encourage and enable companies in these countries to offer WeChat solutions. In New Zealand, companies such as PayPlus [link to payplus website] and Latipay are WeChat Service Providers that enable companies to accept Wechat Pay.
This leads us to the WeChat functionalities that are now available to New Zealand businesses
WeChat Pay - This is a payment gateway that enables a WeChat user to payment in the Chinese currency RMB while the NZ business receives the money in NZ dollar. The advantage of this is that the Chinese are using the payment method they are familiar with and are able to access their funds back in China.
This can be for online or bricks and mortar.
WeChat Official Account (OA) - This is a verified company or brand page within WeChat. It is used as a communication channel just like a Facebook business page. You can publish articles, manage customer interactions, customise the page and more.
WeChat Ads - Display ads in moments and various OA accounts to reach a customised audience. Currently, WeChat ads are only visible to the Chinese with a China mobile phone.
WeChat Vouchers - This is a e-coupon that can be issued, shared, saved and redeemed at an outlet. It is usually used as a call to action with discounts and offers.
Note: A WeChat Service Provider such as PayPlus is able to offer NZ companies these services along with Marketing Minds on strategy and planning.
A robust approach to reach the Asian market and the Chinese will combine various channels including WeChat. There is still a lot of untapped opportunities in this market and it is definitely benefits the early bird!
Kindly email firstname.lastname@example.org to discuss how you can effectively market to the Asian community in NZ and abroad.
Interested in learning more? Click here for more.