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WeCom: The Essential Chinese Business Communication Tool for the Online Era

June 9, 2023

The COVID-19 pandemic has accelerated the shift towards online business for businesses around the world. As a result, WeCom, a communication and collaboration platform developed by Tencent, has become increasingly popular among businesses. It offers video conferencing, instant messaging, and file sharing, making it a valuable tool for remote work.

Moreover, it has also helped businesses adapt to new customer behaviours and preferences, such as online shopping and virtual events, and stay connected with their customers in the absence of face-to-face interactions. Online communication tools like WeCom have become essential for companies looking to stay competitive in the current business environment.

Let’s get to know this platform in more detail in this article.

What is WeCom?

WeCom, developed by Tencent, is a business communication and collaboration app. Formerly known as WeChat Work, it offers features like group chat, video conferencing, file sharing, and task management.

It integrates with email, calendar, and CRM systems. It’s popular in China, supports multiple platforms and languages, and allows larger group sizes and more contacts compared to WeChat.

It also enables interaction between WeChat and WeCom users. Certain features may be restricted based on user settings and permissions.

How is it different from WeChat?

WeCom is targeted for business communication needs whereas WeChat can be used to post articles, run ads and get connected with potential customers. Some of the significant differences between these apps are

WeChat allows an individual account to create a group with up to 500 members, while its business equivalent allows up to 10,000 group members for an organizational group and up to 2000 members for other groups. The organization can use it to invite customers, vendors, suppliers, and partners to join its groups for more accessible communication. Similarly, a WeChat account can add up to 5000 “friends,” but an individual WeChat Work account can add up to 50,000 “friends.

Besides, a WeChat account can send up to 200 messages to friends, while the other account has no limit for bulk messages.

Another feature that makes it more business-friendly than WeChat is that professional accounts can share the information of their “friends” (e.g., customers) with other professional members, which makes for seamless work handover or workflow support.

Moreover, these powerful features can be beneficial for business networking as well as operations management. Users of both platforms can interact with each other, as both platforms are developed by Tencent and are integrated with each other. This means that users of WeChat can send messages and make calls to WeCom contacts, and vice versa. Similarly, users of WeCom can also interact with WeChat contacts by adding them to their WeCom contacts list and sending messages or making calls through the app.

Additionally, WeChat Work provides various APIs to allow organizations to access and integrate it with other applications, including those of the WeChat ecosystem and third-party partners.

APIs – Application Programming Interfaces

Tencent provides a range of APIs that developers can use to build custom integrations and extensions for the platform. Here are some of the most popular APIs:

Chat API: This API allows developers to build custom chatbots and integrations for chat feature, enabling users to interact with third-party services and applications directly within the platform.

Directory API: This API provides access to user and group information within, making it easier to manage users, groups, and permissions.

Event API: This API allows developers to receive real-time notifications for various events, such as message send/receive, user login/logout, and group chat creation/deletion.

Contact API: This API allows developers to manage and synchronize contact information between the platform and external systems.

Authentication API: This API provides secure authentication and authorization for third-party applications that need to access features and data.

Drive API: This API enables developers to build custom integrations for cloud storage and file sharing features, allowing users to access and share files directly within the platform.

🌏 Why should brands use CRM Integrations on WeChat?

These are just a few examples of the APIs available for WeCom. Developers can access the full API documentation and resources on the WeCom developer website.

WeCom Usage in China & How Covid-19 Influenced Its Usage

WeCom, Tencent’s dedicated product for business communication and office collaboration, reached 180 million active users with more than 10 million companies and organizations last year.

When Covid-19 hit and everyone was forced to work, tools like WeCom made the transition easy for people to keep up with their work and business. WeCom facilitated remote work and virtual events during the pandemic.

WeCom helped with:

Increased Adoption: As businesses and organisations shifted to remote work and online collaboration, there was a surge in the adoption of WeCom. According to Tencent, the company behind WeCom, the app saw a 200% increase in usage in China during the early stages of the pandemic in 2020.

Hybrid Work Model: As China emerged from the pandemic and returned to work, many businesses adopted a hybrid work model, with employees working both in the office and remotely. WeCom played a key role in facilitating this model, as it allowed employees to communicate and collaborate seamlessly regardless of their physical location.

Virtual Events: With the cancellation of in-person events and conferences, many organisations turned to virtual events to connect with customers and partners. WeCom’s video conferencing and group chat features made it a popular platform for hosting virtual events.

How B2B Brands Can Use WeCom

Customer Support: B2B brands can use WeCom to provide customer support to their clients. They can create a dedicated customer support group within WeCom and allow customers to contact them via chat, voice, or video calls. This can help businesses provide faster and more personalised support to their customers.

Sales and Marketing: B2B brands can use Wecom to communicate with their potential clients and partners. They can create groups and invite prospective clients to join them to provide product information, answer questions, and share marketing collateral. This can help businesses build stronger relationships with potential clients and generate leads.

Collaboration: B2B brands can use Wecom to collaborate with their external partners, vendors, and suppliers. They can create groups and invite external parties to join them for discussions, document sharing, and project management. This can help businesses streamline their supply chain management and enhance collaboration with external parties.

Event Management: B2B brands can use Wecom to manage their events and conferences. They can create groups for attendees, share event schedules, and send notifications to keep attendees informed about the latest updates. This can help businesses enhance the attendee experience and engage with their audience more effectively.

💼WeChat for B2B sector & 10 Ways for a B2B Brand to Generate Leads on WeChat

How B2C Companies Can Use WeCom

WeCom can be used by B2C companies to enhance their communication with customers and improve their overall customer experience. Here are some ways B2C companies can use WeCom:

Customer Service: B2C companies can use WeCom to provide customer service to their customers. They can create a customer service group within WeCom and allow customers to contact them via chat, voice, or video calls. This can help businesses provide faster and more personalised support to their customers.

Marketing: B2C companies can use WeCom to promote their products or services and engage with their customers. They can create groups and invite customers to join them for product launches, promotions, and other marketing events. This can help businesses build stronger relationships with their customers and increase customer loyalty.

Sales: B2C companies can use WeCom to facilitate sales with their customers. They can create groups and invite customers to join them to provide product information, answer questions, and place orders. This can help businesses enhance their sales processes and provide a more convenient shopping experience for their customers.

Feedback and Surveys: B2C companies can use WeCom to gather feedback and conduct surveys from their customers. They can create groups and invite customers to participate in surveys or provide feedback on their products or services. This can help businesses gain valuable insights into their customers’ needs and preferences and make data-driven decisions.

Overall, WeCom can be a valuable tool for B2C companies to enhance customer communication and engagement. It improves customer service, and increase customer loyalty and satisfaction.

Setting Up WeCom for Your Business

Employers can create a WeCom account by following these steps:

Firstly, go to the WeCom registration page: https://work.weixin.qq.com/
Secondly, enter your company information, including company name, industry, and contact information.
Create an administrator account by entering your email address and creating a password. This account will have full access to your company’s WeCom account and settings.
Verify your email address by clicking on the verification link sent to your email.
Set up your company’s WeCom account by following the prompts provided by the platform.
Once your account is set up, you can invite employees to join by providing their phone numbers and email addresses.

Note that there may be additional steps required for verifying your company’s information and setting up specific features within WeCom, such as third-party integrations or customer support channels. Be sure to consult WeCom’s documentation and support resources for more information on how to customize and optimize your account for your business needs.

🗣️Top 5 alternatives for LinkedIn in China you need to know now

Conclusion

WeCom has revolutionized business communication in China. It provides an efficient and secure platform that empowers organizations to thrive in a fast-paced and interconnected environment. By leveraging the features and capabilities of WeCom, businesses can enhance their productivity. They can also foster collaboration, and build strong relationships, ultimately driving growth and success in the dynamic Chinese market.

If you want to know more about the Chinese market contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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Unlocking Opportunities: Current Updates from the Chinese Market

June 9, 2023

China’s short video war heats up as Tencent offers cash to influencers from rivals Douyin and Kuaishou

Tencent’s Weishi, a short video app, is enticing influencers from competing platforms, such as Douyin, TikTok’s Chinese counterpart, by offering cash rewards and other perks. This strategic move aims to capture the attention of viewers in the highly competitive market.

The program primarily targets content creators specializing in movie reviews, healthcare, parenting, and other relevant fields. Additionally, Weishi actively seeks individuals with a relatable and “down-to-earth” lifestyle to participate.

It is important to note that this recruitment initiative aligns with standard industry practices and is not a recent development for Weishi. After witnessing the immense success of ByteDance’s Douyin, which popularized short videos, Tencent revived Weishi in 2018. Subsequently, in 2021, Tencent merged Weishi with its long-form video platform, Tencent Video, creating a unified operation within its platform and content group.

https://www.scmp.com/tech/tech-trends/article/3220197/chinas-short-video-war-heats-tencent-offers-cash-influencers-rivals-douyin-and-kuaishou

Douyin (Chinese TikTok) saw an 80% increase in e-commerce total sales last year

In the year 2022, the total expenditure of consumers on purchases made through the short video platform amounted to RMB 1.41 trillion ($201.4 billion).

Douyin, owned by ByteDance, is actively promoting and encouraging its video viewers to engage in shopping activities through livestreaming and the app’s marketplace channel. This strategic move by the platform aims to diversify its revenue sources and explore new avenues for generating income.

During Douyin’s annual ecosystem conference held in Guangzhou, Wei Wenwen, the president of Douyin’s e-commerce division, unveiled plans to allocate RMB 10 billion to provide support to merchants and facilitate their businesses on the platform.

https://36kr.com/p/2261274230894216

Tencent Games see 25% growth in overseas gaming sector in Q1

In its latest financial report, Tencent, the Chinese tech giant, announced robust growth in gaming revenues during the first quarter. The company’s overseas gaming revenue experienced a significant increase of 25% compared to the previous year, reaching RMB 13.2 billion ($1.88 billion).

Similarly, gaming revenue within the Chinese market witnessed a year-on-year growth of 6%, amounting to RMB 35.1 billion ($5 billion). Tencent’s performance exceeded analysts’ expectations, with the company’s total revenue for the first quarter reaching RMB 150 billion ($21.8 billion), marking an 11% increase compared to the previous year. On a non-IFRS basis, the net profit for the period reached RMB 33.4 billion ($4.9 billion), representing a 27% year-on-year growth.

https://technode.com/2023/05/18/tencent-games-see-25-growth-in-overseas-gaming-sector-in-q1/

More and more brands are using young men as anchors

What is the rationale behind brands using “boys” for live streaming? Will the “boys trend” emerge as a new trend amidst the increasing competition for audience attention and rising solicitation costs?

Utilizing “male appearance level” to tap into organic traffic has become an unspoken consensus among numerous brands. According to data from the Forward-Looking Industry Research Institute in 2021, women constitute 53.8% of Chinese live streaming e-commerce orders, positioning them as the primary consumer group. Platforms like Taobao and Douyin see women accounting for over 60% of users placing orders. Additionally, in terms of age demographics, young and middle-aged individuals form the main consumer base for live streaming e-commerce products. Notably, nearly 30% of viewers belong to the post-1995 and post-2000 generations. Young women exhibit distinct advantages in the realm of live streaming.

Particularly in areas such as beauty products, skincare items, and household goods, women serve as the primary consumer group. Although the correlation between male hosts and products may not be significant, they can pique consumers’ curiosity, foster a sense of participation, and enhance brand attention.

https://mp.weixin.qq.com/s/ytJ005A5HISf9uK-Ka2h-w

62% Of Chinese Luxury Shoppers Are Buying At Home Vs. In European Capitals

Even with the reopening of international borders, Chinese luxury consumers continue to opt for domestic shopping.

In April 2023, 62% of luxury expenditures by Chinese consumers were made within China. As a result, domestic high-end retailers are witnessing robust sales growth.

Chinese consumers have a preference for personalized experiences and interactions with local sales associates. In response to this trend, luxury brands are expanding their presence in China by opening more stores and making global price adjustments.

These brands are also investing in experiential flagship stores and VIP-only boutiques to cater to the expectations of Chinese luxury consumers, who value personalized experiences and seek added value from the brands they choose.

Thus, despite the reopening of international travel, a significant portion of Chinese luxury consumption remains concentrated within China.

https://jingdaily.com/62-chinese-luxury-shoppers-buying-at-home-vs-in-european-capitals/

Strong Domestic Travel Rebound In China Foreshadows Return Of Global Chinese Tourism

There has been a notable increase in the demand for overseas travel and a rise in international spending. However, Chinese consumers are showing less interest in traditionally popular destinations such as Europe compared to pre-pandemic times.

Many Chinese consumers still have concerns regarding deterrents and factors that include the absence of adequate COVID-19 safety measures, strict testing requirements, and barriers related to visa acquisition.

Chinese travelers are now in search of unique and novel experiences and are willing to invest in entertainment, dining, shopping, and distinctive accommodations, including boutique hotels and one-of-a-kind Airbnb homestays.

Specifically, individuals aged between 21 and 45, as well as those with higher incomes, have demonstrated a strong desire to resume overseas travel.

https://jingdaily.com/china-international-outbound-travel-mckinsey/

5 strategies domestic brands use to outshine foreign ones

Chinese domestic brands are capitalizing on their local advantage to challenge the positive reputation enjoyed by foreign brands.

The emergence of the “Guochao” concept highlights consumers’ inclination towards brands that embrace Chinese culture, traditional flavors, scents, and symbols.

To remain competitive in the Chinese market, brands need to prioritize digital transformation, innovation, and establish a strong presence on various social media platforms.

Social media platforms play a pivotal role in brand growth, and features like live commerce contribute significantly to increased sales.

Brands are adopting an omni-channel approach by transforming physical stores into immersive experiences while simultaneously expanding sales through e-commerce channels.

In addition to Key Opinion Leader (KOL) strategies, brands are incorporating Key Opinion Consumers (KOCs) to attract and retain more loyal customers, effectively bridging the gap between brands and their target audience.

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Recent Updates and Industry Highlights

June 9, 2023

Face-swapping fraud sparks AI-powered crime fears in China

China is dealing with a major deepfake scam, which has raised concerns about an increase in fraudulent activities utilising AI tools such as face swapping and voice mimicry.

The case revolves around a prominent tech firm in Fuzhou, whose legal representative was reportedly swindled out of RMB 4.3 million ($610,000) after engaging in a video call with an imposter posing as a “friend” through the exploitation of AI face-swapping technology.

This incident has triggered extensive discussions on the ability of AI to deceive well-educated individuals in a matter of minutes. While China is still in the early stages of formulating regulations for AI, the nation’s internet regulator recently released a draft regulation addressing the use of generative AI and invited public input on the proposed measures.

The initial enthusiasm surrounding advancements like ChatGPT in China has been overshadowed by apprehensions regarding the potential misuse of AI to facilitate criminal endeavors.

https://technode.com/2023/05/24/face-swapping-fraud-sparks-ai-powered-crime-fears-in-china/

Tencent’s super app WeChat announced the official introduction of palm payment

WeChat’s palm pay feature demonstrates its adaptability to varying lighting conditions and the unique physiological characteristics of individuals’ palm lines.

This innovative payment method has been initially introduced on the subway line that connects to Beijing’s Daxing Airport. By utilizing this newly launched feature, users can now complete their entire boarding process without the need for their smartphones.

https://mp.weixin.qq.com/s/z664BYdriVy1_tbwSSHbWA

China Social Media In 2023: The Brand Guide To WeChat, Douyin, Xiaohongshu And Other Platforms

In China, the luxury goods market is flourishing, offering a significant opportunity for brands to captivate the interest of Chinese consumers. It is crucial for luxury brands to carefully select the appropriate social media platforms to establish connections with younger demographics.

By actively participating in relevant discussions and fostering a community centered around broader themes, brands can easily connect with users on platforms such as Xiaohongshu. To resonate with Chinese consumers, luxury brands should strive for subtle, sincere, and locally tailored storytelling.

Incorporating gamification elements on platforms like WeChat can enhance a brand’s social standing and create exciting opportunities beyond traditional features. Furthermore, leveraging short videos with compelling narratives on platforms like Weibo can establish profound emotional bonds with audiences and effectively convey brand messages.

https://jingdaily.com/chinese-social-media-xiaohongshu-douyin-wechat-weibo/

Strong Domestic Travel Rebound In China Foreshadows Return Of Global Chinese Tourism

Chinese Gen Z individuals are embracing the trend of “Dopamine Dressing Style,” which aims to embody joyfulness through clothing choices.

This new fashion phenomenon, characterized by vibrant and vivid colors, is believed to have originated among university students.

One of her short videos, featuring five colorful outfits representing different moods throughout the weekdays, has gained significant exposure and attention.

The popularity of the “Dopamine Dressing” style reflects the increasing significance of emotions in the fashion industry’s consumer journey, particularly among the post-90s and post-00s generations.

By utilizing colors as a medium for emotional expression, individuals can experience an enhanced sense of pleasure, effectively triggering the chemical messenger of happiness.

How has China’s Gen Z turned the happy chemical Dopamine into a fashion fad?

The Chinese Traveler Is A Global Luxury Consumer

The post-pandemic luxury industry will continue to witness a significant presence of Chinese travelers, and luxury companies should be prepared for their return.

In light of the three-year-long COVID-19 restrictions, brands must adapt and comprehend the changes in Chinese consumer behavior and expectations.

To strengthen customer relationships and ensure consistent experiences, it is crucial for luxury companies to utilize Chinese digital platforms such as WeChat, RED, and Dianping.

Emphasizing digital capabilities that facilitate product searches, store appointment bookings, and seamless integration with popular payment platforms like WeChat Pay and Alipay is of utmost importance.

Collaboration between global brand teams and local Chinese teams is necessary to cater to the needs and expectations of Chinese travelers, viewing them as a global consumer profile and delivering coherent experiences across the digital landscape.

https://www.luxurysociety.com/en/articles/2023/05/chinese-traveller-global-luxury-consumer?ueid=3a844b2001

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Maximizing WeChat Channels: An In-Depth Look at the Statistics and the Future Plans

February 16, 2023

WeChat, China’s biggest app, grew from just a chatting messanger to a major business platform a long time ago. And Channels, the video sub-platform of WeChat, is becoming one of users’ and businesses’ favorite features.

Channels advanced last year, with more services and content available to both consumers and businesses. Since the start of its internal beta testing on January 21, 2020, it has experienced significant user engagement. The feature, which enables anyone to record, create, and share videos, saw total user time exceed 80% of that of Moments, the latter of which offers mutual contacts with asynchronous photo, video, and audio sharing.

If you’re not very familiar with WeChat Channels yet, explore our introductory post for beginners here – A Beginner’s Guide to WeChat Channels.

Now, let’s analyze the WeChat Channel statistics and growth plan for 2023.

WeChat Channel Statistics

WeChat Channels have powerful tools for businesses to connect with their target audience and drive growth – with the help of innovative content. The total number of views has skyrocketed, with a 200% YoY increase and a 400% YoY increase in video views based on AI recommendations.

The number of daily active creators and video uploads has also surged, with a 100% YoY increase, and significant growth in the number of viral videos and original video views. However, short videos are not all.

Live streaming has also seen tremendous growth, with a 300% increase in users, a 156% increase in viewing time, a 614% increase in content creators, and an 83% increase in broadcast time.

🎥 Learn more about live-streaming on WeChat Channels

WeChat Channels continue to expand its support with new features like live streaming e-commerce, quick sharing, and product windows. This makes more brands eager to leverage a massive userbase to drive their sales and reach their target audience.

The GMV of live-streaming e-commerce on Channels has grown by over 800% since 2021. Moreover, the average transactions now exceed RMB 200.

Top Events in 2023

WeChat Channels have become one of the most popular platforms for users to watch and share short videos.

It’s clear that short videos are a hit among WeChat Channels users. The number of views for short videos in 2022 increased by 237% compared to the previous year, showing just how popular they have become.

When it comes to the most popular short videos, five topics stood out. These were the workplace, cultural history, financial management, eloquence/speech, and trivia. This shows that users are interested in a wide range of topics.

WEChat Channels Stats 2023

For those looking to be entertained, WeChat Channels has a plethora of options. The top five concerts in 2022 included “Yearning” by Li Jian, Cui Jian’s first online concert, the Backstreet Boys’ first-ever online concert, Luo Dayou’s “Childhood” concert, and “You Want a Good Concert.”

Backstreet Boys WeChat Channels

In addition to entertainment, WeChat Channels users are also looking for ways to improve their physical health. The top six fitness keywords searched by users were yoga, bodybuilding, boxing, body, aerobics, and diet meals.

For those looking to explore, WeChat Channels offer a wealth of travel content. For example, the top 10 most popular destinations in WeChat Channels included:

Yellow River Xiaolangdi Reservoir,
Huashan Long Sky Boardwalk,
Tiananmen,
Leshan Giant Buddha,
Yellow River Hukou Waterfall,
Tianmen Mountain in Zhangjiajie,
Forbidden City,
Gulangyu Island in Xiamen,
Macao Green Mao Port,
Former Residence of Chairman Mao in Shaoshan.

WeChat Channels’ Growth Plan

In the fast-paced digital world, it’s essential for businesses to keep up with the latest trends and technologies to reach their target audience. WeChat Channels is one such platform that provides a unique opportunity for businesses to reach a vast audience through its innovative features and rich content ecosystem. According to WeChat Weixin Pro Class 2023 (our coverage of the 2022 edition available here), Tencent plans to invest more into Channels in the coming years.

Short Video

The short video feature on WeChat Channels has seen significant growth in the past year. As a result, with more and more creators joining the platform, the content ecosystem has become more diverse and prosperous.

Moreover, the time spent by WeChat Channels users has also increased and is now approaching that of WeChat Moments. The video views based on recommendation algorithms have increased by over 400% YoY, making it a great opportunity for businesses to reach a vast audience.

To provide comprehensive author services, WeChat Channels has upgraded its creator traffic and honor incentives, with new product capabilities such as online content heating, video product sharing, and video monetization tasks.

These tools will provide creators with more monetization options and help them grow and get better returns on WeChat Channels.

In 2022, the number of daily active creators and video uploads increased by more than 100% YoY, original content played increased by 350% YoY, and the number of creators with 10,000+ fans increased by 308%.

🗺 Learn how to optimize your WeChat Channels posting with our quick guide

Live Streaming

WeChat Channels’ live broadcasts have become an integral part of users’ social lives, covering a range of content from hot events to daily information communication and celebrity speeches. Above all, it provides a platform for individuals to start broadcasting and showing themselves, encouraging diverse content production.

The platform provides a rich live broadcasting ecosystem:

the viewing scale increasing by 300%,
the viewing time by 156%,
and high-quality launch time by 614%.

WeChat Channels has always encouraged the production of diversified and high-quality content. In order words, providing a platform for “every individual to pick up his mobile phone and start broadcasting.”

As a result, this led to a significant increase of 101% in 2022 and total anchor revenue growth by 447%.

To sum up, live streaming will invest 5 billion in traffic incentives and more rich and perfect realization tools and incentive policies to help every individual have a good start, growth, and income.

E-commerce Live Streaming

Live Streaming Channels

The commercial potential of WeChat Channels live broadcast has continued to grow. With sales increasing by more than 8 times YoY and the platform’s public purchase conversion rate by more than 100%.

The top three categories of consumption are clothing, food, and beauty. Finally, it’s worth noting that the purchasing power on WeChat Channels is split between 20% male and 80% female users. This information is useful for businesses and content creators looking to target specific demographics with their products and services.

The launch of WeChat Channels stores provides businesses with convenient and efficient business tools, with over 90% of sales coming from the WeChat Channels store. The platform has connected over 1,000 service providers, contributing over 30% to Channels’ sales.

Firstly to better support brand merchants, WeChat Channels will soon release an incentive plan for merchants. Secondly, Tencent will provide more opportunities, including traffic, brand identity, and other services. For instance, the platform will also continue to increase its support for service providers and focus on investment. For example, in areas of identity authentication, traffic incentives, and operational tools.

Conclusion

WeChat Channels have come a long way, with improvements in short video, live broadcasting, and e-commerce. Above all, with the continued development of the ecosystem and the implementation of incentive policies, WeChat Channels will continue to attract more users and creators, providing a platform for rich and diverse content.

If you want to know more about WeChat channels and help create a content strategy for WeChat, contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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Chinese Market Updates

February 7, 2023

Chinese internet search giant Baidu plans to launch a ChatGPT-style bot in March

Despite having a heavily censored domestic internet that is largely cut off from the rest of the world, ChatGPT has captured the attention of Chinese internet users. On regional social media, many people posted screenshots of the AI bot having unexpected conversations.

The application from Baidu will at first be integrated into its web search services. The combination will enable users to obtain search results in the form of conversations, similar to the well-known platform from OpenAI.

https://www.scmp.com/business/article/3208420/chinese-internet-search-giant-baidu-plans-launch-chatgpt-style-bot-march-source-says

China B2B Marketing in the Year of the Rabbit

Since trade shows and in-person meetings had to be canceled due to lockdowns and other circumstances, businesses had to find new ways to reach their target audiences.

New trends emerged:

Using trade publications for KOL marketing
Experiments with video and accelerated their WeChat content creation efforts using the WeChat Channels video platform,
Businesses can connect remotely with their clients and business partners thanks to webinars.
Digital-only trade shows and hybrid trade shows.

With COVID-19 still a major concern and vaccination efforts ongoing, it is more than likely that digital channels – especially newer channels – will to play a significant role

https://mp.weixin.qq.com/s/RG2S6bSwLJnQxwPz0Vvhdg

Data report of LV, Chanel, Burberry, Prada and other official account in 2022

Service numbers include FENDI, Prada, HERMES, Chanel, Louis Vuitton, and Burberry. In 2022, Chanel has the most mass-produced items (totaling 72), while Louis Vuitton has the fewest (totaling 35), more than twice as many as the latter.

The opportunity is effectively not wasted because the service number can be pushed four times per month and all brands can send in groups three to four times per month.

Burberry, which has the second-highest number of mass-market articles, has the most likes and views, with totals that are 269.95% and 429.05% higher than the benchmark FENDI, respectively. Chanel, which has the most articles published in groups, won the challenge with 180.54% more reading than the benchmark, FENDI.

However, Louis Vuitton, which has the fewest articles published in groups, has launched a counterattack, placing second overall among the six brands in terms of reading, liking, and viewing.

It can be seen on the mass distribution time distribution histogram that luxury brands tend to push more frequently in the second half of the week, occasionally on Saturday, and not as much on Sunday.

LINK: https://mp.weixin.qq.com/s/0bWYZZhJePNMCMHSEWiuBA

Spring Festival shoppers shift to 3 new trends in post-covid China

This year, the burgeoning young generation of consumers has turned away from the traditional idea of New Year’s goods such as red gift boxes filled with roasted nuts and candies and biscuits in favor of contemporary trends in the post-pandemic era.

First and foremost, healthcare products were in high demand among Chinese people of all ages as health became a priority for everyone for reasons that were unmistakably related to the pandemic.

The “firework” bubble gun machine was another popular item during the Spring Festival because most cities continued to impose stringent regulations on all kinds of fireworks. Young customers took an immediate liking to the firework substitute that closely resembled the sound and sight of the genuine article.

Thirdly, young shoppers this year exhibited a strong desire for distinctive and fashionable Chinese New Year gift boxes.

https://daoinsights.com/news/spring-festival-shoppers-shift-to-3-new-trends-in-post-covid-china/

Tencent carves out niche with new Brand Discovery mini program

Tencent Huiju will be replaced by WeChat’s new mini-program “Brand Discovery,” which will be introduced soon.

The new program will concentrate on information aggregation and act as a hub from which users can find other smaller programs and get suggestions. Users interested in further browsing or purchasing a particular brand’s products will be redirected to the relevant mini program of that brand or shopping site.

Ma Huateng, the CEO of Tencent, has hinted that the company plans to take advantage of the popularity of short-form video content in the future, perhaps by using it to increase brand awareness and traffic to suggested products on the Brand Discovery mini program.

https://daoinsights.com/news/tencent-carves-out-niche-with-new-brand-discovery-mini-program/

The male beauty market in China is developing fast and should not be overlooked

From 2016 to 2019, retail sales in China’s male beauty market were significantly higher than the global average (13.5% versus 5.8%).

59.50% of the total are between the ages of 18 and 25, while 21.30% are between the ages of 26 and 30.

Male beauty consumers can also find information on websites like Xiaohongshu and Douyin.

The top online stores for male beauty are Taobao and Tmall.

In China’s male beauty market, daily moisturizing creams and facial cleansers are crucial.

https://daxueconsulting.com/male-beauty-market-china/

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What’s going on in China?

December 1, 2022

Sephora: The French retailer primed to be a digital powerhouse for C-Beauty

Five of the newest beauty trends that makeup companies should be on the lookout for in order to capitalize on the Chinese beauty boom were unveiled by Sephora. Chinese brands have been actively welcomed by the platform, which has accelerated the upgradation of regional market players.

Five local premium beauty brands are expected to generate over 100 million RMB ($13.92 million) in annual revenue with the aid of the retailer’s “China Accelebrate” program over the next three years.

https://daoinsights.com/works/sephora-the-french-retailer-primed-to-be-a-digital-powerhouse-for-c-beauty/

Baidu Baike: The Chinese online encyclopedia as a marketing tool

The Chinese search engine Baidu owns the online encyclopedia Baidu Baike, which sees billions of searches annually and 200 million DAUs (daily active users).

In fact, Baike has developed into a crucial marketing tool for companies looking to build their online presence in the Chinese market, and it has become essential for western businesses looking to improve their brand reputation in the nation.

Each Baike webpage has a standard length of 800 characters and typically has a very straightforward structure with sections made up of text and images. The platform’s intriguing feature, however, is that it enables brands to establish a direct connection to their official website or social media accounts by allowing them to insert corporate links and referrals inside the page.

The most significant advantages include things like raising trust and authenticity levels, increasing search rankings on Baidu, and more

https://mp.weixin.qq.com/s/TfIoftKlY3_28vDvwnDPNQ

Decoding China’s CIIE And What It Means For Foreign Brands

The expo, which is supported by the government, has been held at Shanghai’s National Exhibition and Convention Center since 2018. The six-day event in 2021 attracted more than 2,900 businesses from 127 nations, and the total value of the deals concluded there was $70.7 billion.

The fifth iteration of CIIE this year welcomed companies from 145 nations, including several L’Oréal, Kering Group, and Richemont brands.

Even when partnered with prestigious organizations like the World Trade Organization, government-run trade fairs are not known for their glitz or appeal to cutting-edge fashion brands and design houses.

However, access to the enormous Chinese market has been siloed because COVID-19 restrictions continue to limit business travel to China and make it nearly impossible for locals to shop abroad.

https://jingdaily.com/china-international-import-expo-2022-loreal-kering/

Tencent tests animation video creation App “Wan Ju”

On November 25, Tencent conducted a limited test of the “Wan Ju” app. It is a tool for making straightforward animated videos. By using the text and editing resources in the “Wan Ju,” which include stories and science popularization, users can create animated videos.

Additionally, “Wan Ju” supports the split mirror function and allows the addition of multiple animation scenes, ensuring a variety of animation content. Users can view their creations in the “Personal Center” after they have been published and saved in the mobile phone album.

Twitter: Half of top 100 advertisers stop advertising

A significant exodus of advertisers is threatening Twitter. According to market research firm Media Matters, half of Twitter’s top 100 advertisers have stopped using the platform 25 days after Elon Musk purchased the company.

According to Media Matters, those 50 businesses have given Twitter close to $2 billion in advertising revenue since 2020, with $750 million spent this year alone.

FIFA World Cup sets off consumption boom for JD.com

JD.com has partnered with supermarkets nationwide and extended business hours to launch a special “Night Market” in order to take advantage of the World Cup’s business opportunities. This will allow fans who stay up late watching games to take advantage of quick deliveries whenever they place an order.

Since the Covid-19 outbreak and ensuing lockdowns, the idea of instant retail has rapidly gained traction in China and even turned into a well-liked business model for e-commerce behemoths like Alibaba and Tencent.

JD.com hopes to increase its market share and expand its instant retail services by taking advantage of the World Cup festivities.

https://daoinsights.com/news/fifa-world-cup-sets-off-consumption-boom-for-jd-com/

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Chinese market trends

August 24, 2022

Tencent Accelerates the Development of its One-Stop Live Shopping Platform, Will it be Able to Compete with Douyin?

The launch of Tencent’s WeChat Channels Store on July 21 increased the competition for Douyin’s live-streaming e-commerce venture. The launch of the new service is intended to replace the earlier WeChat-based online store, increasing the dependence of sellers on “WeChat Channels,” which offer live streaming and brief videos. In 2021, the short video service had 500 million daily active users, an increase of 79% over the year before. Each day, these users spent 35 minutes watching videos, an increase of 84% over 2020, but this was still less than a third of the time spent on Douyin and Kuaishou.

Link: https://en.pingwest.com/a/10539

Don’t You Dare Say “WeChat”:

Chinese users have long eschewed censorship by using inventive wordplay, such as homonyms and purposely misspelled words, to get around restrictions on social media. In addition to political taboos, there are also business regulations. Live streamers on Douyin are reportedly prohibited from using the terms “WeChat,” “friend circle,” or even “limited time offer” and “money-making.” Also, avoid bringing up the “country” or the “pandemic situation.” These never-ending guidelines and limitations were tiresome for content producers.

Link:https://chinamediaproject.org/2022/07/27/dont-you-dare-say-wechat/

Cartier snatches up China’s lower-tier markets ahead of the Qixi festival

In three Chinese cities, Henglong Plaza in Kunming, Wanxiang City in Nanning, and Hisense Plaza in Qingdao, Cartier has set up a number of pop-up experience stores. A limited-edition collection made specifically for the festival and available only in the Chinese market will be displayed in three distinctive installations.

Link:https://daoinsights.com/news/cartier-snatches-up-chinas-lower-tier-markets-ahead-of-qixi-festival/

5 Tips For KOL Collaborations In China

The outcomes of a partnership between a brand and KOL are impossible to foresee.

1. Limited-edition capsule collections are king
2. Take cues from local brands
3. Beware of collaboration fatigue
4. Keep in mind: Consumers in China still rely heavily on celebrities and KOLs
5. Yet brands must be more cautious than ever when partnering with a KOL or celebrity

Link: https://jingdaily.com/five-tips-kol-collaborations-china-neiwai-li-jiaqi/

Alibaba’s Ele.me joins ByteDance’s Douyin to challenge Tencent-backed Meituan in food delivery market

On Friday, Ele.me, an Alibaba Group Holding-backed food delivery service, announced a partnership with ByteDance that would enable Douyin’s 600 million daily active users to place food orders through the brief video app. Through the partnership, Ele.me will use videos on Douyin to promote products from millions of restaurants and stores.

Ele.me was acquired by Alibaba in 2018, but the platform has had trouble competing with Meituan, which is supported by Tencent Holdings. In the first quarter of 2021, Ele.me held 27% of the market for online food delivery in China, which is less than Meituan’s share of 67 percent. Meituan faces new obstacles as a result of the most recent partnership between Ele.me and Douyin.

Link:https://www.scmp.com/tech/big-tech/article/3189538/alibabas-eleme-joins-bytedances-douyin-challenge-tencent-backed

H&M Returns to Tmall After Prolonged Xinjiang Cotton Controversy

H&M quietly made a comeback on Tmall, Alibaba’s flagship e-commerce site in China. The store’s reopening was announced by local media outlets on Monday. In 2018, the Swedish fast-fashion juggernaut debuted its official Tmall store. Due to allegations of forced labor in the Xinjiang region, the brand refused to use that cotton in March, and as a result was removed from Pinduoduo, JD.com, and Tmall.com. The store remains unsearchable on the latter two e-commerce sites, and its store listings remain delisted from online maps and Dianping, the Chinese version of Yelp.

H&M closed its first and largest flagship store in Shanghai this June due to protracted lockdown procedures and ongoing customer backlash. The brand currently runs 381 physical locations, down from more than 500 doors at the start of 2021. The brand also operates an official website in the market.

Link: https://sg.news.yahoo.com/h-m-returns-tmall-prolonged-151757777.html

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Tech news in China

August 4, 2022

Chinese TikTok re-bets on “Zhongcao”, a key to China’s e-commerce consumer culture

With the release of the brand-new independent recommendation app “Kesong,” Chinese TikTok Douyin is re-testing the “Zhongcao” business model. The action is a part of the video-sharing site’s larger strategy to develop into an interest-driven, omnichannel e-commerce ecosystem. Although “Zhongcao” makes it easier for content-focused platforms to capitalize on China’s e-commerce craze, it shouldn’t be done at the expense of user experience.

https://daoinsights.com/works/chinese-tiktok-re-bets-on-zhongcao-a-key-to-chinas-e-commerce-consumer-culture/

Tencent To Close NFT Platform Huanhe a Year After Launching

Major Chinese tech companies have started launching NFT-related platforms since last year. In addition to Tencent’s Huanhe, Ant Group introduced Topnod (JingTan in Chinese) on its AntChain in late 2021, and e-commerce behemoth JD introduced Lingxi, an NFT platform, in December.

In China, NFTs are known as digital collectibles, but there are some important differences, such as limitations on the resale of these NFTs. Huanhe is supported by blockchains managed by Tencent and its partners. Buyers are concerned that the closure of Huanhe may also mean the end of collectibles purchased through the platform.

https://technode.com/2022/07/21/tencent-plans-to-close-nft-platform-huanhe-a-year-after-launching-report/

The Good Old Days: Why Nostalgia Amplifies Brand Collabs In China

According to a 2021 Mintel study, 77% of Chinese consumers enjoy items that bring back fond memories, such as childhood snacks. In difficult times like the COVID-19 pandemic, nostalgia is an easy way to elicit endorphins while reassuring customers.

China has experienced a consistent flow of nostalgic food and cartoon collaborations in 2022, whether as a direct result of difficult times or not. International brands are also embracing the trend. L’Oréal released a line of cosmetics in April 2022 with the IP of the well-known Chinese cartoon (Black Cat Police Captain) from the 1980s. The line’s marketing even included the wistful theme song.

https://jingdaily.com/brand-collaborations-nostalgia-wins-china-team-wang-loreal/

High-Tech Hues: Alibaba Algorithm Will Have Chinese Shoppers Looking Their Best This Fall

Retail trends are predicted before they occur thanks to a partnership between TWTA and Alibaba’s research arm DAMO Academy powered by AI. For instance, the information indicates that vibrant, lush orange and soft cyan blue will be popular colors in the fall and winter. The algorithm translated colors into digital codes after learning from a vast collection of product photos on Alibaba’s marketplaces and more than one million photos from fashion shows in order to identify patterns and forecast trends for both businesses and consumers.

https://www.alizila.com/high-tech-hues-alibaba-algorithm-has-chinese-shoppers-looking-their-best-this-fall/

A Guide To China’s Top Livestreaming Apps

More and more businesses are utilizing the e-commerce potential of live streaming, whether it be for performance art exhibitions, video games, or private luxury consultations. Here are the top four live streaming platforms in China that luxury brands should be aware of because algorithm-driven short-video apps now account for the majority of online advertising.

Douyin

Due to its low entry barrier for product sales, Douyin’s live broadcast feature is especially well-liked among young consumers. Popular KOLs’ promotion of products can result in immediate sales. The app has successfully established a business model that functions as a personal and commercial platform thanks to additional alluring features like Douyin’s VIP Room, Flagship Store, and Global Choice.

Kuaishou

Luxury brands have historically paid close attention to apps like Douyin and Bilibili, but with 578 million MAU and nearly $40 billion in revenue in the fourth quarter of 2021, Tencent-backed Kuaishou is becoming more and more difficult for major brands to ignore. Millions of users still rely on the app to buy cheap food and beauty products on a daily basis.

YY live

YY Live offers a devoted user group of paying subscribers for a large number of content creators, even though it doesn’t have as many MAUs as top platforms Douyin and Taobao Live. The social network is positioned as being more focused on entertainment than strictly e-commerce by the platform’s hosts, who highlight streaming and chat features with virtual currency that is later converted into real money.

Taotao live

Taobao live, which was introduced in 2016, draws both Chinese and foreign audiences with a mix of entertaining and business-related content. Taobao’s wide selection of reasonably priced goods contributes to some of its success in the fashion industry. Taobao makes it simple for livestreamers to maximize the speed and agility of the number of products they can try on, review, and sell to devoted audiences. Taobao pairs with an incredibly quick supply chain response.

https://jingdaily.com/livestream-ecommerce-platforms-douyin-taobao/

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What’s New In The Chinese Market?

July 26, 2022

Xiaohongshu cashes in on tourism by setting up a travel agency

Puzhen Xiangli, a travel agency run out of Shanghai, has been established by Xiaohongshu. About 64% of China’s regular wanderlust users now start their journeys on the platform. Since Gen Z travelers prefer Xiaohongshu over more established online travel agencies like Ctrip and Fliggy, this popularity has paved the way for Xiaohongshu to further challenge established market players.

Due to Airbnb’s exit from the market, there is now more room for domestic competitors to enter the fray. However, Xiaohongshu’s interests extend beyond homestay. Over 16 million views have been generated by platform searches for the keyword “Travel” so far, which is eight times more views than searches for the keyword “Homestay.” This shows that there is still untapped market potential for the platform to tap into.

Link: https://daoinsights.com/news/xiaohongshu-cashes-in-on-tourism-by-setting-up-travel-agency/

ByteDance debuts the first metaverse-like social app, Party Island

After the rise and fall of the formerly popular proto-metaverse social app Zheli, Chinese tech giant ByteDance has stepped up to take on the challenge of social networking with its highly anticipated social app, Party Island, which, according to Gamelook, a website focusing on the Asian games market, went live for public testing on July 13.

With the help of their personalized avatars, users can interact with one another in the three-dimensional virtual space; meet up; hang out, and even go to events like concerts and movies with their virtual peers. The app’s access to a vast media library within the ByteDance empire, including live streaming events, films, and TV shows owned by Douyin and Xigua Video, adds to its appeal.

This enables the app to provide its users with a rich digital experience that will amuse and engage them. While their resemblance to hot technology has largely won over the audience, it appears that the feature that enables a distinctive online experience and meets the social needs of today’s young Chinese is what will really pique user interest. The new innovation from ByteDance would revolutionize China’s online social networking scene if it goes off without a hitch.

Link: https://daoinsights.com/news/bytedance-debuts-first-metaverse-like-social-app-party-island/

China’s “Silver Economy” Is Here To Spend

The 2022 product catalog for China has been encouraged to include clothing and other items for elderly people by the Ministry of Industrial and Information Technology. This is consistent with the Chinese Community Party’s 14th five-year plan, which was released in 2020 and has a section devoted to enhancing government support for the well-being of senior citizens. In comparison to their Gen Z and Millennial consumer counterparts, the “new” older generation has greater purchasing power and more free time, making them more readily available for discretionary spending.

We wrote about this here >>> China Trend: Silver Generation

Link: https://jingdaily.com/china-silver-economy-government-support/

Brand zone search

It was created to strengthen the demand for building brands. Users actively look up brand terms to learn about the brand, comprehend the consulting services offered by the brand, and enter brand official account message templates, mini programs, and other private domains for information gathering and conversion. WeChat plans to develop more advertising options for search.

More details about WeChat search and brand zone in our article: A Quick Guide To WeChat Search

Link: https://mp.weixin.qq.com/s/SkduovJwM4Up0Nj9JNTw2A

Douyin, China’s TikTok, tests food delivery, bringing ByteDance into a market dominated by Meituan and Alibaba

In order to compete with market leaders Meituan and Alibaba Group Holding, ByteDance’s Douyin, the Chinese version of TikTok, is once again entering the food delivery market.

Some restaurants in specific cities, such as Shanghai, whose economies were severely impacted by a resurgence in Covid-19 this year, now offer a delivery option on their Douyin channels. However, eateries are required to employ their own delivery personnel or use external delivery drivers. Market leaders Meituan and Alibaba’s Ele.me, on the other hand, are well known for their armies of delivery drivers, who are a common sight on Chinese city streets.

To gain market share, however, one must alter user preferences for the apps that have proliferated throughout many Chinese people’s digital existences. Meituan and Alibaba made up 69 percent and 26 percent of the market, respectively, in 2020. As a result, ByteDance is still facing a great challenge. In order to gain market share, marketers believe Bytedance should think about how to set itself apart from the competition and work on its pricing strategy.

Link: https://finance.yahoo.com/news/douyin-chinas-tiktok-tests-food-093000424.html

Tencent makes a move to turn WeChat’s short-video function channels into a money pot through ads and e-commerce tools.

The Shenzhen-based company unveiled a new e-commerce tool on Thursday to build online stores on Channels, the quick-video and live-streaming platform inside the multipurpose app WeChat. This tool simplifies the procedure for merchants to list products, sell them, and collect payments.

The e-commerce tool was announced shortly after Tencent Monday added video ads to its Channels feeds, enabling users to directly shop through an ad and share it with friends on WeChat.

WeChat’s video service has added new users rapidly over the past six months, according to data from the Chinese analytics company iiMedia Research, thanks to concerts and entertainment content that makes use of Tencent’s music division’s resources.

Link: https://www.yahoo.com/now/tencent-makes-move-turn-wechats-093000560.html

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