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SOCIAL MEDIA

What to Know About WeChat

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According to Polly Chu from JWT Beijing, 50% of the world's social media users are in China. And the most important thing for luxury advertisers to understand about China's social media use is this: WeChat is king.

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  • For example, the Calvin Klein advertisements to the left were found at various Chinese Metro stations. They encourage comsumers to "share [their] #CKMinute#" on social media.

  • Western social media sites such as Facebook, Instagram, and Twitter are blocked in mainland China.

  • WeChat penetration (as reported by Tripalocal's Jemma Xu):

    • Cities: 95%

    • Rural: 50%

  • Many Chinese advertisements contain QR codes, as WeChat can read these codes and take consumers to the brand's page.

  • WeChat users can also use the app to pay from their phone.

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How to Use WeChat For Your Brand

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According to website Digiday, luxury fashion brands are taking advantage of WeChat in some very interesting ways.

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  • Burberry: Burberry uses its WeChat account to keep consumers up to date on new arrivals and trendy products as well as for customer service and personalized follower messages. Digiday also reports that the luxury fashion house presents its followers with 360-degree views of fashion shows as well as stories relating to the brand's history.

  • Coach: WeChat for Coach is a way to engage customers with loyalty programs and promotions. One very successful ad campaign had users upload photos with their mothers with the tag #MyFirstCoach# for a chance to be featured on the website and win a wristlet.

  • Chanel: Digiday states that though Chanel uses WeChat as a content-marketing platform, it does so as a subscription account. This means that the brand can post more frequently, but it does not allow access to many e-commerce features. Through articles and videos, Chanel provides its followers with make-up tips, information on events, and brand history, among others.

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