How to lead purchase behaviors of over 6 million Chinese going overseas during China’s October National Day holiday using WeChat?

Marketers, are you ready?

It is only 3 months away from 2018 Chinese National Day holiday! Also known as Super Golden Week, this is the period where over 6 million Chinese travel overseas.

According to Nielsen 2017 Outbound Chinese Tourism and Consumption Trends report, outbound Chinese tourists averaged USD 5,565 per person in 2017, with estimates for average spending in 2018 expected to reach USD 5,715 – a 3% year-on-year growth.

In terms of on-location spending at the travel destination, Chinese tourists spent an average of USD 3,064 per person on their most recent overseas travels, excluding tour group packages and major transportation costs to and from the destination.

Let’s go!

Therefore, with the rise of the consumption capacity of Chinese travelers, all brands want to take advantage of this chance to boost their sales. However, the more business opportunities arise, the more competitors will emerge.

Usually, people will plan and book their overseas travels 3 months ahead. Hence right now is the key period that brands start promoting their products and services to lead travelers purchase behavior to consume at the sites of destination.   

How do you utilise the 3 months left to seed your brand to the minds of Chinese consumers? WeChat is definitely one of the most important marketing fronts. Especially after dramatic growth of Chinese mobile payments, such as WeChat Pay, 65% of Chinese tourists use mobile platforms during overseas travel.

If you haven’t got much ideas on WeChat marketing, let Chat Chat provide you with some below!

1. WeChat advertising campaign

With the development of big data system, WeChat Ads could help you look for precise target clients to promote your products and services. Its powerful streaming ad platform allows you to display your brand in an organic way. Depending your creative contents and budgets, the conversion rate can generally be higher than average marketing channels.

Tips:

WeChat has three types of advertising, Moment Ads, Official Account Article Banner Ads and Mini Program Ads. When the promotion goal is set up (eg: event promotion, app promotion etc), you can choose the target groups through 6 categories, including

  1. Population attributes
  2. Regions
  3. Interest
  4. Mobile devices
  5. Remarketing, and
  6. Media types;

where each category has more detailed tags you can expand on. For instance, in Regions category, there are 3 ways to set up where you clients would receive your ads: resident, LBS (only currently available in China) and overseas visit. Those details could assist you to look for precise clients.

The advertising contents may include: new product release, product coupon, promotion of service, encouraging WeChat official account follower sign up and so on.

For example: Starbucks China coupon ads

 

Chat Chat comment: 

Depending on your goal and budget, brands could use this channel to achieve phased marketing goals in 3 months.

Brand Promotion – Products and Service Promotion – Coupons or perks for followers – Maintain followers – Perks sharing by followers – Convert to in-store purchase clients

2. Influencers marketing

KOLs (Key Opinion Leaders) have a huge influence on Chinese purchase demands and can be recruited on behalf of a brand to promote positive messages. Compared with high costs of sponsored shows and TV advertising, KOLs are specialized in their interest field with extensive followers where their comments and opinions would affect audience’s views and behaviors.

Seeding your products on the content of their WeChat official account or providing an enriching brand experience helps your brand spread high proportion of target audiences with traceable statistics and cost-value sponsor.

Tips:

The credibility of public opinion has been seen transferring from public media to individual media. Among those who gathered over 10 thousand followers, we call them KOL.

Chinese consumers would like to get trustable advices from ‘friends’. KOLs have generally built a loyal and dedicated audience from commenting on a particular area of interest. Whether specializing in technology, food or even wine, they’ll often be considered an ‘expert’ and a ‘friend’ of their field by their audience.

A consultancy firm, Analysys International projected that the China influencer economy will be worth over $15.5 billion in 2018.

Chat Chat comment:

KOL marketing is not a one-off advertising, brands need to build ongoing relationships with KOLs. A quality KOL will not only help brands carry out successful campaigns, but is also extremely useful when you need to execute crisis management.The repeated endorsement of an influencer will come off as far more authentic to their audience than if they recommend your brand once and never talk about it again. Moreover, when you pick a KOL who matches your brand tone and style, the probability of audience trust is strengthened.

3. WeChat H5 campaigns

If you have an official brand, you may launch a creative H5 campaign. WeChat H5 is an interactive platform that allows WeChat users to create interactive campaigns. This can include games, invitations, animations and many other interactive interface.

It may attract followers, increase brand awareness and engagement, track data and bring online demands to offline stores. A successful WeChat H5 campaign generates organic traffic and followers to your WeChat account, that is also a great way to save money for paid-media.

For example:PARKSON designed a hunt game of WeChat H5 campaign during Christmas, with a ‘Buy it or you will miss it’ message to attract consumers to spend more. The promotion was unique as the WeChat game allowed people to hunt online and cash in on items in the physical store.

Chat Chat comment:

Although brands pay more attention to online events, faced with Chinese travelers as target audiences, the end goal of its marketing cycle is to convert the sales in-store. When brands design an online event, you must be clear of your goals and create a closed loop marketing cycle.

4. WeChat interactive campaigns

Based on WeChat’s specific features and knowledge of your target audience, in connection with their travelling habits, lifestyle and interests, brands can formulate interactive campaigns, such as shaking WeChat shake to obtain nearby store gifts, checking-in in more shops on WeChat to get more discount, taking a photo in-store to share on WeChat moments and so on.

To some extent, WeChat H5 campaign could be considered one of the WeChat’s interactive campaigns. However, to further refine interactive campaigns, they focus more on consumers’ behavior while they are on the move. Such campaigns will make audiences feel closer to the brand in real time, hence attracting them to participate in campaigns and walk into physical shops.

For example: Coach placed digital screens and light-boxes at several areas around Hongkong international airport.At these points, staff from Coach would encourage nearby WeChat users to shake their phones for a surprise. Once users had shook their phones and landed on the campaign landing page, they were invited to take part in a photo sharing content fora lucky draw for a signature Coach handbag.

Chat Chat comment:

No more comments for this part… I’m thirsty…! I hope the information we have shared above helps you gain confidence in expanding your WeChat marketing strategy in the next 3 months. By the way, before that you must first get a WeChat Official account. If you haven’t and need more support, we are here to help!