ACCELERATE YOUR GROWTH IN CHINA WITH WECHAT - HOW TO LEVERAGE CHINA'S SUPER APP AS A BRANDING, PROMOTION AND SALES TOOL FOR YOUR B2B COMPANY? ...
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Accelerate your growth in China with WeChat How to leverage China’s super APP as a branding, promotion and sales tool for your B2B company? Friese Exportclub, 30 March 2021
About NextportChina
NextportChina
The first and leading China-focused digital agency in the Benelux.
Online Marketing Branding & Design E-commerce
Research & Consulting Payments
Our team Our creative team consists of Chinese and Dutch professionals.
Our offices
Our head office is located in the center of Amsterdam and since 2018 we also have
opened a developer office in Beijing.
—
NextportChina (HQ)
Damrak 37 2-4
1012 LK Amsterdam
Our clients
As a full-service agency we are proud to work for top brands in a wide range of sectors.
Over the last 8 years
we have served more
than 250+ clients to be
successful in the
Chinese market!
A selection of B2B clients
Today’s agenda • WeChat: introduction & background • The WeChat ecosystem • Set-up your brand’s own WeChat Official Account • WeChat as a branding, promotion and sales tool
WeChat: introduction & background
China rapidly has become a mobile-first country
2011 2020
485 991
million million
65,5% = 318 million 98,6% = 977 million
Source: CNNIC, January 2011 - January 2021The ‘Great Chinese Firewall’
720
million
Source: WAN-IFRA, 2012The ‘Great Chinese Firewall’
720
millionChina’s digital landscape
2011 2020
Source: CIC, Aug 2011 Source: Kantar Media CIC, Aug 2020WeChat in numbers
• Most populair social messaging app
in China
1.25 billion
Monthly active users
• A range of innovative built-in features
that brands can use for marketing
purposes 60 billion
Messages sent everyday
• Starting point of the mobile life of
hundreds of millions of Chinese
Source: Tencent, January 20213 functions highlighted
#1 Official Accounts (OAs)
#2 WeChat Wallet
#3 Mini Programs#1 Official Accounts (OAs)
Connect with your target audience there where he/she is.
Service account: Subscription account:
Nutrilon Netherlands Ajax#1 Official Accounts (OAs)
WeChat OA: the example of Nutrilon Netherlands
Registered on Dutch Welcome message Regular content updates Long image design H5 product page
business license#2 WeChat Wallet
The beating heart of WeChat#2 WeChat Wallet
WeChat Pay now has become widely available in Europe as well.
Source: NextportChina#3 Mini Programs
Schiphol Airport’s Mini Program
We designed and developed Amsterdam Airport Schiphol’s WeChat pre-order Mini Program shop, which
enables Chinese travellers to pre-order hundred of duty-free products from 6 different categories before their
departure.
Scan the QR code to
check out the
Schiphol Mini Program
B2C#3 Mini Programs
Rijksmuseum’s Mini Program
We developed the Mini Program for the Dutch National Museum, the Rijksmuseum. Via this WeChat museum
Mini Program the museum is able to optimize the customer journey for their Chinese visitors, so that they can
make the most out of their visit!
Key highlights
1. Explore the museum
2. Audio tour &
collection
3. Find your way
through the Museum
collection
4. Save your favorites
and find special
offers for the
museum shop
B2C#3 Mini Programs
TTA’s Mini Program
For the B2B industry we often develop WeChat product portfolio Mini Programs. Such Mini Programs can be a
great addition to the existing WeChat Official Account, allowing a company’s sales team to easily show demos of
latest products and services, which greatly optimizes the sales process!
Scan the QR code
to check out the
TTA Mini Program
B2B#3 WeChat Wallet
The WeChat
ecosystem
Source: AllChinaTech Source: TechinAsia
In China millions of merchants offer WeChat Pay POS.
This payment service is now just available in the
Netherlands to serve Chinese tourists.The WeChat Ecosystem
WeChat has become incredibly ‘sticky’….
…and therefore truly has become the starting point of the mobile life of
hundreds of millions of Chinese.
Source: GGV Capital, October 2016
This makes it the perfect tool to promote and sell your
product to Chinese consumers.Set-up your brand’s
own WeChat Official
AccountMainland China vs. Overseas WeChat OA
Mainland China Overseas
WeChat (Weixin) OA WeChat OAExample: Port of Rotterdam WeChat Official Account
Registration & verification Overseas WeChat Service OA
There are 6 steps in the registration
and verification process.Example: Bijenkorf (Selfridges) WeChat Official Account
WeChat OA Set-up Menu (CM) Development Once the WeChat OA has been registered and verified, we will set it up: created the profile page, introduction and company logo.
Design a WeChat Content Template Cover image Header Footer (QR Code) Lay-out
Develop a WeChat Customized Menu (CM) Menu (CM) Development Customized Menu Purpose of the OA Brand story Products Customer service
Develop WeChat Content strategy & Content Calendar
Half day brainstorm:
output
—> Content strategy
—> Key topics & categories
—> Campaign ideas
—> Content Calendar
Content Calendar 2021
Example of a WeChat Content
Calendar template of one of our clientsWeChat content creation
Example of a WeChat content blog and design for our B2B horticulture client KUBO.The WeChat OA Back-end
The WeChat OA Back-end
The WeChat OA Back-end
WeChat OA Performance reporting
• Monthly reports to keep better track of your OA’s
performance
The Analytics section of the WeChat OA back-end
provide a wealth of information about your followers.
To keep better track of the performance of the OA,
and to learn from the behavior of your followers, we
advise to make use of a periodic overview report of
the performance of your WeChat OA.
The report includes all important analytics metrics
and will help you to improve your OA and better
tailer its content towards its Chinese target audience.
Monthly performance report of our B2B2C infant milk
formula client Nutrilon Netherlands (Nutricia)#3 WeChat Wallet
WeChat as a branding,
promotion & sales tool
Source: AllChinaTech Source: TechinAsia
In China millions of merchants offer WeChat Pay POS.
This payment service is now just available in the
Netherlands to serve Chinese tourists.4 Steps to successfully brand, promote & sell your
product or service on WeChat
1. 2. 3. 4.
Attract Inform & Engage Assist Sell
Create awareness for Keep them by inform Assist them with any Direct them to your
your product or service and engage them question they might have integrated WeChat sales
by attracting new through multimedia regarding your product or channels
followers to your OA. contents. service.Step 1: Attract Create awareness for your product by attracting new followers to your OA. Follower acquisition techniques: • Content creation • Paid advertisement • (H5) O2O campaigns during events and trade fairs
Step 1: Attract • Content creation Grow organically by providing blog posts that help your target audience fulfil their needs and goals.
Step 1: Attract • Content creation Make sure that your WeChat Official Account’s QR code is visible everywhere: e.g. brochures, packaging, business cards, corporate website, newsletter, and during events.
Step 1: Attract
• Paid advertisements
WeChat Banner
advertisement
B
A
The user is exposed to the A) The user is redirected to a B) The user is redirected directly
banner in other articles of other confirmation pop-up to follow to the account and can see a
OA’s and can either: A) click on the account preview of its content and follow it.
the “follow” button or B) click on
any other area of the bannerStep 1: Attract
• Paid advertisements
WeChat advertorials
Example of an WeChat
advertorial promotion on
AsiaFruit for our client KUBO.Step 1: Attract
• H5 campaigns for O2O campaigns during trade fairs
H5 (HTML5) is a vivid mini mobile site developed for marketing and branding purposes. It enables B2B marketers to send
out invitations, conduct surveys, etc. H5 campaigns are particularly powerful if they are connected to offline events.
Example below is our H5 campaign for DSM during the ChinaCoat expo.
1 H5 Invitation 2 H5 Survey 3 H5 Brochure Download
Sent out to contacts New followers directed to Followers directed to
prior to event survey when first following brochure page after
Aim: Awareness & WeChat OA submitting survey
Call to action to Aim: Visitor data, insights Aim: Incentive, download
visit event booth and feedbacks stats and later usage
Scan the above QR codes with your WeChat to experience.Step 2: Inform & Engage Keep your followers by inform and engage with them. Follower engagement techniques: • Polls, Surveys and Focus groups • Create a WeChat Group Chat and connect it to your Official Account • sCRM
Step 2: Inform & Engage
• WeChat sCRM solutions
Social CRM solutions can bring your WeChat marketing to
the next level.
By applying this tooling in WeChat, B2B marketers are able
to track follower behaviors and identify follower profiles.
The aim is to optimize the customer journey as well as
marketing strategy, leading to improved sales conversions.Step 3: Assist
• Customer service
Assist your followers with any question they might have regarding your product or service.
• WeChat can be used to provide 1
on 1 customer care via chat (text,
audio and video).
• Configuration and management of
keywords to provide automatic
answers.
• Customer service desk has to
respond within 48 hours.Step 4: Sell • WeChat product portfolio Mini Program Allow your company’s sales team or distributors to easily show demos of your latest products and services. B2B
Step 4: Sell • WeChat live-stream shopping
Key take away
• A WeChat Official Account is a great channel to develop your company’s online presence
in China.
• On a platform where your target audience is active.
• Your WeChat Official Account allows you to attract new leads, inform and engage with
them and convert them into new clients.
• Making it the perfect branding, promotion and sales tool for the Chinese market!Contact details
Thijs van der Toom |
Managing Partner @ NextportChina
+31 6 42233895
thijs@nextportchina.com
WeChat ID:
tmvandertoomThank You!
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