The post How to make a hit via Little Red book? appeared first on EuroPass.

The post Little Red book, another perfect way to promote your brand appeared first on EuroPass.

WeChat Mini Program is a program launched by Tencent on January 9, 2017. It does not require downloading and installing applications on the WeChat platform. It is provided to developers of enterprises, governments, major media, other organizations, or individuals to provide services on the WeChat platform (Wikipedia).

The use of the WeChat Mini Program in the eCommerce industry will once again strengthen the connection between offline and online. This way will also be an opportunity for companies and entrepreneurs. Avoiding eCommerce giants through social software can make a lot of Chinese The development of small businesses more convenient. At the same time, for offline stores, a new eCommerce model will be opened, which will no longer be troubled by promotion problems.

EuroPass provides Chinese eCommerce solutions for brands to boost sales: WeChat mini-Program Development and other applications with eCommerce functions.

WTE creates an eCommerce marketplace for merchants facilitating the buying process and exceeding expectations. Online Booking/Shopping/Ticketing can be both achieved with connected external eCommerce WeChat Mini Programs/app/website. Mobile couponing also boosts sales and profits.

• 

• 

EuroPass designed and set up a mini-program for RATP (Autonomous Operator of Parisian Transports), a state-owned public transport operator with headquarters in Paris, France. The goal was to overcome the issues their Chinese customers are regularly facing during the traditional ticketing process on-site, mainly caused by the language barrier.

Using an enjoyable user-friendly interface, the purchasing process is simplified to just a few clicks. With complete information detailed on the page, customers make their selection among all options and quantities simply and quickly. Online customer service is enabled for inquiry and problem-solving. Merchants can manage orders effortlessly via the back office.

Please contact us to make your WeChat Mini Program business plan. To know more information, please click here: https://europasschina.com/category/blog/social-media-in-china/

The post How to develop eCommerce via WeChat Mini Program? appeared first on EuroPass.

The development of information industry

In the previous information industry, the content of information was determined by editors, users could only choose to receive information at a fixed time and place. With the development of the times, users can participate more in the content production and distribution process. more independent choices.

With the continuous development of the Internet industry, after the Web3.0 era, the information industry has entered a new era, the pan-information era. In this stage, the information content is more centered on user needs and assisted by search technology. Staff can use multi-dimensional data to determine user preferences, so that information can be more accurately transmitted to targeted user groups.

For the latest “pan-information” era, we currently do not have a clear industry definition. According to the definition of the 36Kr Research, “Pan-information is a further expansion and extension of the information boundary. All the information used：the conversations you see and are relevant to you, can be called pan-information. ” Today, Douyin short video, Zhihu platform’s Q&A, and WeChat/Weibo users’ posts are all within the scope of pan-consulting.

Four value of “pan-consulting”

Nowadays, the value of the new information platform can be present in four aspects: user value, data value, traffic value and ecological value (source from: thepaper.cn)

The “pan-information” industry can better meet the users’ individual needs for information. Users can also obtain the information they need more quickly through the precision marketing of the platform. Based user portraits and operational data, the advertising space of the pan-information platform began to develop. The concept of payment for traffic came into being. As content is the focus of the information industry, high-quality content and original authors have received stronger support in the “pan-information” era, which is conducive to the formation of a more standardized information ecosystem. The four values work together to make the brand’s influence continue to expand, and the commercial value is also improved accordingly.

The market status of the “pan-information” industry

From the source from 36Kr Research, The first echelon “pan-information” products with DAU (Average number of daily active users) exceeding 100 million are represented by WeChat, Weibo, Toutiao, Baidu, Douyin, and Kuaishou; the second echelon DAU is between 50 million and 100 million, such as Station B and Watermelon Video, etc.; the third echelon DAU is between 10 million and 50 million, such as Little Red Book, Zhihu, and Qu Toutiao.  

According to URORA’s survey results, users browse information mainly for understanding current affairs and tracking hot topics. Nearly 60% of users tend to browse information posted by following accounts

What we are doing

As a senior digital marketing industry expert, EuroPass is committed to providing social media management services and mobile payment functions. At present, it has cooperated with many local tourism bureaus in France to help them develop the Chinese market through digital solutions on the WeChat platform. We can also provide content marketing on Zhihu platform, Weibo, and Toutiao according to the needs of enterprises.

Our team regularly publishes customised content for the company on social media to enhance the visibility of the city. EuroPass provides digital solutions that can be described as a complementary plan answering your needs, helping to reach your goals, respecting your vision, values, and style. 

Know more information of industry analysis, please click here: https://europasschina.com/category/blog/industry-analysis-and-market-research-in-china/

The post Industry analysis, Chinese information industry appeared first on EuroPass.

"What you care about is the headline ( Toutiao)"

Toutiao (literally “Headlines”) or Jinri Toutiao (literally “Today’s Headlines”) is a Chinese news and information content platform. It’s also a core product of the Beijing-based company ByteDance. Toutiao is one of China’s largest mobile platforms of content creation, aggregation and distribution underpinned by machine learning techniques with 120 million daily active users as of September 2017. (source from: wikipedia)

Jinri Toutiao combines current affairs news and industry content with a broad audience. Jinri Toutiao is the primary medium that most B2B companies choose to release press , product information and develop content marketing. 

Toutiao users' interest sections

Toutiao users’ concerns mainly include fashion, food, real estate, home, car, workplace, parenting, education, games, travel, sports, health, culture, finance, technology and digital. Here, taking French tourism as the key word, four areas of fashion, tourism, and culture are selected to illustrate the characteristics of user distribution in gender, age group, and geography.

First tier: Beijing, Shanghai, Guangzhou, Shenzhen
The new first tier: Chengdu, Hangzhou, Wuhan, Chongqing, Nanjing, etc.
Second tier: Zhejiang Province: Ningbo City, Yunnan Province: Kunming City, Fujian Province: Fuzhou City, etc
Third tier: Shandong Province: Weifang City, Jiangsu Province: Yangzhou City, etc

Here, as we can see, female users account for 62% while male users account for 38%. To sum up, females care more about the fashion section. 31-50 year-olds prefer to get fashion information through headlines. And people in first-tier, new-tier, and fourth-tier cities prefer to use headlines to read fashion content.

Males are 11 points higher than females, and they are particularly interested in the age of 31 and above, and the fifth-tier cities prefer higher than the first and second-tier cities.

Males are 16 points higher than females, and the 31-year-old has a higher preference for this. What is interesting is that most of these people come from the 3rd-tier, 4th-tier, and 5th-tier cities.

Toutiao users’ behavioural preferences

Moreover, in the behavioural preferences of users for obtaining information on mobile phones, 40.3% of users actively search for relevant information, 38.6% of users view information pushed by the platform, and 36.2% of users actively follow official media accounts.

In terms of overall data, 80% of users want to obtain relevant news and information, and only 27.7% of users browse information shared by acquaintances such as relatives, friends, colleagues, etc. It can be seen that users like to obtain relevant news and information on their mobile phones.

In summary, we should think more about how to place advertisements on the platform, how to cooperate with relevant travel information columns, and publish valuable information on the brand’s platform so that users can use the fragmented time to read more information.

Toutiao Enterprise Account, an efficient B2B tool

“Enterprise Account” is a type of “Toutiao Account”. “Toutiaohao” is a professional information release platform launched by Toutiao for the media, national institutions, enterprises, and self-media, dedicated to helping content producers gain more exposure and attention on the mobile Internet efficiently. As of the end of November 2016, more than 390,000 individuals and organizations have opened headlines. Among them, there are about 300,000 self-media headlines, and about 90,000 other types of headlines such as government, media, and companies (source from: baike.baidu).

Toutiao’s marketing strategy, focus on your content

Toutiao Enterprise Account can support rich creative genres, including articles, videos, micro headlines, Q&A, columns, audio and other genres. Toutiao will recommend based on users’ reading habits, so the number of readings is not determined by the number of fans, the key of success is high-quality content. And the effect of traffic acquisition of Toutiao is good, the daily activity of the platform is high, so if it is operated properly, a relatively objective traffic can be obtained.

How to use Toutiao Enterprise Account to monetize content?

There are generally three ways to monetize Internet products, advertising, e-commerce, and games. Today’s Toutiao mainly chooses to monetize ads. This is because a large amount of user data is mastered, enabling Toutiao to implement advertising based on the user’s specific portrait. Toutiao uses accurate big data to make personal news recommendations, and successfully grasps the psychology of consumers. Moreover, Toutiao continues to improve the projection hall section, trying to create a new way of acquiring traffic.

Know more things about social media, please click here: https://europasschina.com/zh/category/blog/social-media-in-china/

The post Jinri Toutiao, “content player” for your business appeared first on EuroPass.

What is marketing automation? How does EuroPass realize it? Here is an article that introduces marketing automation all-around for you and your business.

Marketing’s definition

Traditional “marketing” can be divided into operations and sales. Operations, in summary, are market demand exploration, user management, and customer relationship management. Based on operations, a series of traditional market activities such as a large number of early market investigations and layer-by-layer screenings. All these processes are used to achieve market segmentation and make sales goals more clear. To sum up, marketing automation is also a new way to quickly integrate existing information, thereby simplifying the “operation” process.

What is marketing automation?

In the past, traditional marketing always needed a lot of human resources and financial support to investigate the whole marketing. Today we are living in the digital era. With the introduction of the concept of the digital economy, the term “traffic” has gradually become familiar to more people. In the digital era, efficient traffic delivery is the focus of the modern enterprise market. Achieving efficient information integration is inseparable from three key points: flow, conversion, and operation.

Marketing automation is an effective means to help companies achieve efficient communication. Automation can be reflected in the information processing of big data, the automation of process configuration, and narrowing the gap between advertising technology and sales technology. In combination with the company itself, it integrates the status quo of the company in an all-around way to help traditional companies realize the digital transformation of marketing. In my opinion, for companies, marketing automation is also a quick way to monetize traffic.

How to select an efficient marketing automation tool for your business?

Today, there are two marketing technology tools on the market. One is marketing automation, which originated in the United States and is widely used internationally. We call it MA (marketing automation). It uses big data as the basis to automate the process, analyze the behavior of potential customers, and subtract the repetitive work in traditional marketing methods, so as to benefit the sales and marketing departments of the company. The other tool is a digital marketing tool widely used in the domestic market named SCRM (social customer relations management). The system is more suitable to the status quo of the Chinese market and is a Chinese-style digital marketing tool designed with a widely used WeChat ecological template. SCRM is also a social CRM tool developed based on CRM (customer relationship management). In conclusion, SCRM is a socialized CRM that is suitable for WeChat management.

The difference between MA and SCRM is that they focus on different sections. MA focuses more on the cultivation of non-customers while SCRM focuses more on customer operations. From this, MA is more suitable for the digital field of B2B, and SCRM is more suitable for the B2C platform. In summary, in the era of the digital economy, traditional enterprises are trying to transform and upgrade themselves, so it is extremely important to choose an efficient automation tool. How to choose the most suitable marketing tool for your business? This question needs to combine the company’s own attributes and the status quo of the overall environment for research and development. From this point of view, there are no fixed options for the selection of tools for marketing automation. Enterprises need to continuously upgrade and optimize based on existing automation to find the most suitable tool for themselves.

EuroPass’s markting automation

EuroPass has been committed to providing social media solutions and mobile payment solutions, integrating information about related products and services, and helping companies to develop digital marketing strategies in an all-around way. EuroPass has provided social platform development and operation services for many well-known overseas companies and attraction groups. We mainly use the WeChat platform to realize marketing automation, help companies better manage the social CRM system, so that the company and users are more closely connected. We also customize the function menus of mini-programs and official accounts according to the needs of cooperative enterprises, and create content for them, to bring more gameplay and strategies to operators.

If you still have interests in the case study section of EuroPass? More articles here: https://europasschina.com/zh/category/blog/case-study/

The post Insights on marketing automation case study appeared first on EuroPass.

In the past, most marketers often used text and images as the first choice for content marketing. For now, EuroPass teams are devoting to become a video marketing player. To find more diverse content promotion, we will not miss any efficient function on WeChat platform. Here is the article that will introduce WeChat Channel account to you.

Introduction of WeChat short video

The WeChat Channel is a platform that enables users to record and create short videos on WeChat, launched in January 2020. The content of the WeChat Channel is mostly images and videos. It could post a 30 minutes video with text and links to WeChat public account articles. After it is posted to the mobile phone, you will see some interactive features such as likes, comments, transfers, and attention. WeChat Channel also enables the user to do live-streaming, and links to WeChat E-shop Module, converting the traffic to revenue. As a short video product, WeChat short video platform is owned by China’s largest social network and has over 1 billion monthly active users.

WeChat Channel for EuroPass

WeChat Channel was operated in January of last year. The content of the video could be the presentation of the brands’ product or flagship store in an innovative way, virtual tour of the famous travel destination and the highlights of the live streaming etc. Most of this content could also be based on sharing the live-streaming clips and replay. The recommendations for Paris POIs are intended to complement the content of our WeChat public account and WeChat mini-program.

Best practice

Moreover, EuroPass as a digital marketing agency, we also manage customer’s WeChat channels for example the WeChat Channel of Geneva Tourism, by promoting the natural landscape, culture, gastronomy, and architecture of Geneva, we aim to promote the humanities of the city of Geneva, to attract more tourists to  discover its dynamic and beauty.

Know more things about social media information, please click here: https://europasschina.com/zh/category/blog/social-media-in-china/

The post WeChat video account, a new way to promote your brand appeared first on EuroPass.

What’s the live-streaming?

Live streaming shopping refers to a new kind of e-commerce service model, by using a live streaming module through certain social media platforms. Live streaming shopping can provide a close-range merchandise display, consultation, and real-time reply, as well as a virtual shopping guide. It can be set up by the live streaming room of the store or promoted by professional anchors. Live streaming is not just more kindly and interactive but also shortens intermediary channels such as resellers. Live-commerce realizes connection directly for products and consumers. To sum up, could offer a price more favorable to customers, and enhance the selling efficiency for merchants.

The advantage of live commerce

The advantage of live streaming shopping is to maintain interaction. Familiarity, and confidence between consumers and sellers, while ensuring the presentation of merchandises’ details. Sellers could serve customers in one-to-many way and give them a price lower than general commerce.

The trend of live streaming and live commerce in China

Since 2016, live streaming has accelerated its penetration in all areas in China. “Live + entertainment” such as live programs and live games have attracted a large number of users and made a profitable profit. Live streaming in e-commerce does not make a profit through rewards and advertising directly. It gains profits through the anchor’s recommendations that link to the products’ pages. The continuous transformation could be achieved from the most cost-effective merchandise. Since 2017, the e-commerce platforms such as Taobao, Douyin (Tik Tok), and Kuaishou have successively launched live streaming and live commerce. All of these new services can satisfy customers’ needs of entertainment, emotion, and shopping. Moreover, live streaming and live commerce can help the group of consumers who do not have enough time, or who have doubts about the merchandise to select perfect products.

Until June 2019, the profit from the live streaming shopping in China reached 433 million yuan (55 million euros), which represents 50.7% of all netizens. Live streaming shopping of Taobao, the GMV (Gross Merchandise Volume ) of Douyin (Tik-Tok), and Kuaishous’ e-commerce have all exceeded their target. It deserves to mention that Taobao’s live-streaming profit exceeded 400 billion yuan (50.8 billion euros) during this special situation. Besides that, as one of the most popular applications in China, WeChat is still a new player in the live streaming domain. From all facts mentioned before, China has great potential for the live streaming and live commerce market.

Live streaming in our mini-program

In our two latest live streaming activities (the tour of the Arc de Triomphe on 03/04/21 and the nival tour in Saas-fee in Switzerland on 03/17/21). We invited some “KOLs (Key Opinion Leader )” to animate our live streaming shows and achieved great success. 

The main goal of our live streaming activities is to present the famous European attractions. During the live streaming, we conducted real-time communications with our audience and show them the real view of the sceneries. EuroPass hopes to promote products and services through this intuitive way and attract more people to visit the destination in the future. Moreover, live streaming is also an efficient monetization tool that can connect with the e-commerce platform. Because of this, EuroPass carried live streaming and live commerce on our mini-programs of WeChat, by proposing the destination souvenirs, online ticketing reservation and peripheral merchandise etc. 

Know more things about the Chinese industry analysis, please click here: https://europasschina.com/zh/category/blog/industry-analysis-and-market-research-in-china/

The post Live streaming shopping, a new life style appeared first on EuroPass.

If you want to expand your B2B business in China, this article will introduce a useful tool for you. Zhihu, the king of Question and Answer. Like Quora’s Chinese version, it can be a knowledge platform for B2B in China.

This blog post will mainly focus on 3 parts:

• Zhihu’s introduction
• How does Zhihu work for B2B?
• Zhihu’s B2B marketing solution

Zhihu’s introduction

Zhihu, “the king of Question and Answer”

Zhihu, the largest knowledge-sharing platform on the Chinese Internet launched in 2011, with the vision of connecting everything with knowledge. it allows people to easily share knowledge, experience, and insights with the world. As of 2019, Zhihu’s official data shows that the number of users has exceeded 220 million (Data source: public information online).

Zhihu is a comprehensive Q&A platform. As a precise question search engine, which allows marketers to interact more with users on the platform and answer inquiries from different accounts. Correspondingly, the official B2B account can also publish news about itself to attract other users to visit.

Most of Zhihu users are highly educated

Zhihu brings together the most creative people in different fields on the Chinese Internet. Users build trust and connection through knowledge, find interesting high-quality content, and discover and obtain new opportunities. Zhihu has a ground audience group, and most of them are highly educated. According to iResearch data, Zhihu users have a better educational background.

Among them, 80.1% of them have a bachelor’s degree or above. In the same period, only 20.4% of all Chinese netizens have a bachelor’s degree or above.

A group of youthful users from developed cities

According to the iResearch’s data source in 2017, 98% of Zhihu users are adults, 19-24-year-old group accounts for the largest proportion. Users from the first-tier cities and the new first-tier cities account for nearly 50% of all users.

3 main types of Zhuhu users

We can divide Zhihu’s user groups into three categories: quality life group, knowledge group, trend-following group. Quality life group users are mostly from middle class, pursue fashion, focus on brand, and good style, they are the pursuit of quality life. Knowledge group users focus more on self-improvement and high quality knowledge. They always maintain good reading habits. And the trend-following group users are mainly young people, they have diverse interests and likes New things. They love to play, love to share with others.

Zhihu is a friendly, rational, high-quality, multi-modal knowledge sharing community

Here is the conclusion of Zhihu’s advantages:

• Zhihu has a wealth of operational experience in a knowledge-sharing community, and since the establishment in 2011, Zhihu has always maintained a strong competitiveness.
• Zhihu has high-quality user groups, high-quality Q&A knowledge contents, and strong algorithms.
• Zhihu’s early users were mostly elites in the Internet and finance fields. As an elite Q&A community, it occupied the minds of users and formed a better community atmosphere.
• It can be seen from Zhihu’s several rounds of financing that the investment field has always maintained recognition of Zhihu’s commercial value, and sufficient financial support is also an effective guarantee for Zhihu’s rapid development.

How does Zhihu work for B2B?

What is Zhihu institutional account (“机构号” in Chinese)?

The official definition of “Zhihu Institutional Account” indicates that “institutional account” is a dedicated free account for institutional users, which is independent of the original personal accounts in the community. Its users are organizations with formal qualifications, including but not limited to scientific research institutes, non-profit organizations, and government institutions, media, enterprises, etc. Hereinafter referred to as institutional account. It is similar to managing official brand accounts on LinkedIn. The higher quality of the questions and answers, the higher the brand awareness. Here is an example of an Institutional account of Siemens China. We can see it seems like a professional website page on the Zhihu platform which involves many useful functions.

Zhihu’s B2B marketing solution

Make your account become a key opinion leader

The institutional account on Zhihu can do many things for your brand and business. In conclusion, there are three main significance of owning an institutional account.

• Zhihu is a high quality new channel that currently has 13 million daily active users, 5 billion monthly page views, and 33 minutes per capita visit time. (source from: Zhihu column)
• Zhihu is a efficient tool for PR and crisis public relations. Zhihu netizens are often keen to conduct “logically rigorous”/”convincing” analysis of new events, so this has also become an important battlefield for determining the direction of public opinion.
• Zhihu can help you acquire high-value fans. In addition to PR and negative control, with the birth of the agency account, another function may soon be on the stage-a good brand agency account will help to obtain more followers who have high NPS values (net promoter socre).

Moreover, an institutional account has some practical functions, including answer, post articles, questions, comment management, and participation in community interaction. Here, you can do most thing that you want for your business. Do not hesitate and start your knowledge marketing right now!

Know more things about social media, please click here: https://europasschina.com/zh/category/blog/social-media-in-china/

The post How to start your B2B marketing via Zhihu platform? appeared first on EuroPass.

Tremendous Transaction Volume On WeChat Mini-program

WeChat Mini-program has gone viral among companies and Chinese consumers worldwide over the past years. According to Tencent’s annual report for 2019, not only did the number of daily transactions via WeChat Mini-program more than doubled YOY, but the overall value has also exceeded 800 billion RMB in 2019. As WeChat Mini-program has largely been used by Chinese consumers. It is an essential tool and help companies to consolidate their connections with the target markets via digital contents and services.

Indispensability And Ubiquity Of WeChat Ecosystem

With a continuous increase of monthly active users (MAU) over the years, WeChat has always been one of the most promising digital solutions for companies. WeChat can help create and enhance companies’ brand awareness amid the Chinese market. Tencent has indicated in its annual report that WeChat’s users has already reached more than 1164 million. Alongside the ubiquitous use of the WeChat Payment solution, Tencent has proven the indispensability of its WeChat ecosystem throughout the country, which consequently makes WeChat a crucial means to reach the Chinese market.

EuroPass Mini-program services

EuroPass has striven to provide the best digital solutions for our clientele from different industries, and has been able to customize their WeChat Mini-programs. Here are four major WeChat Mini-program service examples:

Retail sector

EuroPass has helped one partner from the retail sector to create a Book & Collect Mini-program on the WeChat platform. Mini-program can optimize the brand’s online service for Chinese FIT travelers. Combining WeChat Mini-program and Magento platform, the Book & Collect service allows users to book the products online, then collect them at local stores. With a customized interface design, Book & Collect Mini-program can help users to obtain relevant information easier. Besides, this Book & Collect Mini program features a geolocalization function, which can help customers who want to go to stores and collect their purchases.

Public transportation  

EuroPass has been closely collaborating with several European major rail operators and has always succeeded in establishing the best digital solution strategy for its collaborators.

We have been able to carry out their online Ticketing services on EuroPass’ own WeChat Mini-program. WeChat Travel Experience (WTE) has a shared goal: guide WeChat users to optimize their journey in Europe with a digital solution that they are familiar with. The EuroPass technical team can integrate API with clients’ ticketing solutions, and implement WeChat cross-border mobile payment. This way can facilitate the transaction process for both WeChat users and EuroPass clientele. (Customers pay in RMB via WeChat Pay, and the payment can be received in overseas bank accounts in the local currency)

Tourist attractions 

EuroPass team can develop a Ticketing Mini-program for tourist attractions. With API integration techniques and WeChat cross-border payment solution, the Mini-program can provide practical services to Chinese FIT travelers. Apart from regular online booking function, we can includes features such as audio guide or mini-games that enable WeChat users’ involvement.

Airline company 

EuroPass has also helped to implement a customized online Ticketing Mini-program for our airline partner by integrating API into the latter’s booking solutions, alongside WeChat cross-border payment. Thanks to this airline Ticketing Mini-program, Chinese FIT travellers can easily purchase plane tickets via WeChat. This Mini-program has succeeded in improving the brand awareness among WeChat platform. After the launch of the Mini-program, over 3 million views were generated during the first month; meanwhile the first tickets were sold within few weeks.

If you are interested in WeChat Mini-program, feel free to read more with the link below:

WeChat Mini Program – All Things You Need To Know

The post WeChat Mini-Program, an essential tool in order to pave your way into the Chinese market appeared first on EuroPass.