2 0 1 7 S N A P S H O T J u n e The use cases of WeChat. a collection of signs and cases related to how luxury brands are making the most out of WeChat ecosystem in China. S I G N M E S H. C O M snapshot the best of WeChat
C O N T E N T content 1 2 3 marketing campaigns e-commerce customer relationship management
introduction Since its launch in 2011, WeChat has expanded its platform in China from a mere mobile-only application to a leading social network, providing breadth of functionality to users which includes - sharing daily moments, instant messaging, shopping, handling finances, paying credit card bills, hailing a cab and much more. With around 900 million monthly active users, WeChat is clearly a to go platform for every brand operating in China. It has capabilities similar to Uber, Instagram, tinder, Amazon, Skype, Venmo, all in one app. In this snapshot series we have explored on how brands are making the most out of WeChat in following areas. Marketing Campaigns E-commerce Customer Relationship Management I N T R O D U C T I O N
how powerful is WeChat? I N T R O D U C T I O N It is kind of SuperApp or a Swiss army knife that basically does everything for you. It s your - The New York Times and many more
marketing campaigns 1 Western brands were fast to identify the potential of WeChat and following campaigns give an idea about how they utilized the platform.
Burberry Is Winning Over Chinese Customers through WeChat The British luxury brand is leveraging their presence on WeChat to keep Chinese consumers informed about new arrivals, trending products, and further linking them back to Burberry s official website. The brand is also using their WeChat platform aggressively to offer quick customer service. M A R K E T I N G C A M P A I G N S Source: http://signme.sh/oiszvnxxt
Hugo Boss Used WeChat to Make Shopping Fun During the Christmas season, Hugo Boss utilised the growing customer base of WeChat and created an interactive game that once finished would reveal their new line. M A R K E T I N G C A M P A I G N S Source: http://signme.sh/u-fsp6fwh
SK-II Is Using WeChat to Get Customers to Their Stores By sending out promotions and invitations to special events directly to their customers on WeChat, skincare brand SK-II is driving customers to their physical locations. M A R K E T I N G C A M P A I G N S Source: http://signme.sh/ldcemosid
Chanel s WeChat Marketing Strategy Breaks the Mold Chanel has adopted a fairly unusual strategy among luxury brands when it comes to marketing on WeChat. Unlike most other brands which have chosen to run service accounts, Chanel decided to operate a subscription account. M A R K E T I N G C A M P A I G N S Source: http://signme.sh/ayk_zqeoq
Tag Heuer Uses WeChat to Bring Their History to Life TAG Heuer's La Maison traveling exhibition displays the long and impressive history of the brand, and now they re incorporating WeChat to bring that history to life. M A R K E T I N G C A M P A I G N S Source: http://signme.sh/8gvg07u08
2 e-commerce Initially, luxury retailers were hesitant to get into e-commerce for fear of brand dilution. But things are slowly starting to change
Dior Uses WeChat to Sell Handbags E - C O M M E R C E Luxury brand Dior is the first designer to sell a limited edition bag directly on the massive Chinese social network WeChat. Dior launched its boutique shop on WeChat on August 1st and released an advertisement about the limited edition bag on its official WeChat account before promoting the information through WeChat Moments. Source: http://signme.sh/qbosr2adx
Haier Uses WeChat to Expand E-commerce Offerings E - C O M M E R C E Currently, the company has 100,000 vendors on WeChat through a platform set up to support sellers on the app. Through the platform, people can set up a WeChat store selling Haier appliances for a 2 percent commission. Store owners attract customers by promoting their store on the WeChat Moments feature, which allow users to post updates to friends. Transactions are processed through the WeChat Payments platform and customers never need to leave the app. Source: http://signme.sh/1yo9rhklb
Longchamp is Selling Highly Customized Bags on WeChat E - C O M M E R C E To get the highly customized Longchamp bags, Chinese consumers can now scan a QR code either online, in store, or on an advertising poster, which takes them to Longchamp Customized Boutique shop within the WeChat mobile app. Source: http://signme.sh/szgexwovh
H&M's Little Shop on WeChat E - C O M M E R C E Since the debut on WeChat in 2014, H&M has used the platform to redirect their customers from WeChat to their app or hm.com. Thanks to WeChat "Mini Program", customers can now directly buy H&M merchandise without leaving the app. Source: http://signme.sh/8lqzrwlzh
Swarovski Created 1-Click Shopping on WeChat for Mother's Day E - C O M M E R C E Swarovski has become one of the first high end brands to try and capitalise off of WeChat s mini programs which allow brands to offer 1-Click shopping directly off the app. It launched its new point of purchase in combination with a social media mother's day campaign. Source: http://signme.sh/xcrq7id-c
customer relationship management 3 Brands are enhancing their customer relationship management on WeChat as consumers demand highly customized and personalized products and experiences.
Specialized CRM Tools by KLM for WeChat Users C R M As of 2016 KLM had 88,000 followers, which are growing at 0.5% and 1% each week. The brand uses the platform really well to provide service, engaging content, as well as giving commercial offers promotional campaigns. KLM is also pushing users to use the platform as a 24-hour-a-day customer service channel. Source: http://signme.sh/loiwghibh
Coach Awards Points for WeChat Invites C R M Coach is harnessing WeChat for their newest CRM campaign, by encouraging existing WeChat followers to invite their friends and people in their networks to the use the app. Current users can redeem their own, unique barcode which they will then share with those they invite, and when this person signs up with the barcode the original sharer will receive points. Source: http://signme.sh/9fk1browk
Louis Vuitton Use WeChat for Instant Customer Service C R M By utilizing the message automation and intelligent response API of WeChat, Louis Vuitton customers in China can now head to WeChat to get immediate answers to common queries. Source: http://signme.sh/w8jgte2d1
A WeChat Website for Loyal Customers C R M Sephora create a mini-website within their WeChat app dedicated to their loyal customers. This site allows access to customers who are part of the brand s loyalty program to check their points balance, update personal details and to receive the news first about new special offers and news. Source: http://signme.sh/fl8qzsjv2
Estée Lauder s CRM Services Accessible Via WeChat C R M Estée Lauder offered various services via their WeChat channel, such as easy enrolment in their loyalty program, receiving personalized beauty solutions and even a system for scheduling instore appointments to integrate the customer s experience. There is also an interactive game which gives users the opportunity to win brand products. Source: http://signme.sh/vewc0_5yt
T H E T A K E O U T what s the takeout? WeChat is giving brands a great way to promote themselves and to interact directly with their customers.
I M P L I C A T I O N S implications Currently luxury brands are making the most out of what the WeChat ecosystem provides for driving sales, getting customers and building a strong brand image. They are focussing on providing highly customized and personalized products and experiences on WeChat. content WeChat shop one-on-one communication At the moment the top three reasons for users unfollowing WeChat official WeChat offers a seamless path to WeChat provides platform for brands to purchase where the shoppers never need flexibly switch from one to many accounts of brands are: low amount of to leave the comfort or convenience of the app. Brands are continuously testing communication to one to one, brands are leveraging their presence on the platform to and evolving their approach to commerce opportunities on the platform. create a special bond with their consumers through one-on-one communications. content sent, low frequency of updating content or accounts being all the same. This implies that the content needs to be tailored by brands according to the needs of customers.
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