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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.

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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/

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"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/

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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/

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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/

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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

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About Douyin, a video social media platform

Douyin is a video social media platform for mobile phones designed to help users express themselves. Users can produce rich and diverse high-quality recreational videos in a  short time slot. 

In 2018, Zhang yiming, CEO of Bytedance, announced that douyin was downloaded 45.8 million times in apple’s App Store. The downloads of douyin outperforming Facebook, YouTube, Instagram and have become the most downloaded iPhone App in the world.

Douyin has developed more effective functions and management system, such as risk warning, time management, time lock, parent-child platform and an online shopping system.

Douyin also developed its international version: Tiktok. 

The main differences between them are:

• The different ways of registering: Tiktok’s account number is mainly personal
• The “search and push” rule: Tiktok tends to be localized
• The realizable way and the content style.

The slogan of Douyin is: “record the good moment”

Douyin User segment of target groups

Advertiser: Douyin, as a large music and video social media platform, has naturally attracted a lot of business in the platform’s advertising. They are more focused on the convention rate of the advertisement: whether it delivered to the targeted population, the click rate, etc.

Kol&Influencer: Kol and influencer marketing are essential in content marketing. One of the key strategy is to turn the product into a topic. The content with effective communication could be spread into the natural communication on social media.

Although Kol&influencer are all the ‘interesting soul learned to play social media’ which basically means that they amplify their influence by using social media, the definition of Kol&influencer is different in Chinese social media platforms. Kol&Influencer marketing successes either by attracting attention or by professional.

The other key is precise communication to the targeted audience. Both of Kol&Influencer need to constantly subdivide and purify the followers through the operation of fans in order to continuously improve the commercial value of their own fans.

Users who are willing to share their life via Douyin

Most of these kind of users are followers.  They love to record food, scenery, fun in life and follow the popular video that has been shot. They love to follow the trend with no fixed followers, no specific theme, and uneven video quality. They recreate for themselves and record the treasured moment. These kind of users are typically called  ‘user in the middle’.

Watch diving: Users that spend their free time. The largest base must be those unknown users, in the consumption process. This kind of users do not have a strong expression and the desire to be noticed, or have a communication on the social media. They spend time to have fun and bring huge traffic and potential economic benefits to the platform.

After gradually improving the product, Douyin has paid attention to the marketing and the large increase of the users’ amount. The age group of Douyin’s main active users has grown from 18-25 to 25-30. With the rapid growth of the number of users, the content level is also moving towards a more mainstream and diversified direction.

Douyin User’s interest preference

In 2019, Videos about food, animals, plants and sports are still popular. On the other hand, people with different gender shows different behaviors. Male users are more interested in automobile, military, digital science and technology, while female users have a higher preference for makeup, maternal and child care and education. Different ages also have specific topics to follow. All the data contribute to the good advertising strategy.

Biggest video social media shopping platform

Douyin provides the Douyin Shopping Cart to users, which allows certified accounts to connect their TMall or Taobao store with Douyin and fulfill the directly buying within the limited impulse of consumption. These functions include commodity window, video shopping cart and live shopping cart which help talent and enterprise accounts increase their ability to carry goods in order to achieve the efficient transformation of Douyin traffic.

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

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In recent years, WeChat has became the main social media in China holding 1.12 billion monthly active users and Year-on-year growth of 6.9% (Q1 2019). As the development of the related procedures, WeChat has been seen as a complete replacement or a necessary complement for E-commerce website, APP and other digital marketing platforms. WeChat is a multifunctional channel and the most important center for connecting to Chinese market by diverse functions provided. 

WeChat Official Accounts

Wechat Official Accounts is an interface the brand could send the notifications, accumulate followers and develop the awareness and engagement with the customers and potential customers on the platform wechat. The articles are also could designed to have the CTA with the link of e-commerce interface.

The notifications normally are shown in the chat section and appear in the top of the chat section, users also could find it anytime in Official Accounts interface. Users can find the notifications easily by QR CODE, research and Sharing name card and brands could display all the relevant marketing information in the notifications.

WeChat Pay

WeChat Pay could realize the e-Payment as long as the wechat user have connected their bank cards. WeChat simplify the payment process in several methods and identity the Payee and payer through the QR Code – scan in 1 seconds. The cross-border settlement allows Chinese Customer to pay in CNY for major foreign currencies overseas and maintain the transaction in foreign currency.

Chinese customers are likely to consume more using Wechat Pay overseas. This is one of best way of customer engagement for Chinese market.

WeChat Mini-Programme

WeChat Mini-Programme is the sub-applications within the WeChat ecosystem which allows user visit the websites without leaving WeChat. The mini-programme has a casual way to use without downloading and installing.

WeChat Mini-Programme can be widely used in different industries: Tourism, Retail, Hospitality, and transportation. Wechat Mini Games, information spread, communal facilities(for example, transportation) and e-commerce are main pattern of manifestation of realization. The functions inside it are mainly share with e-commerce, friends, coupons. WeChat Mini-Programme allows brands settle in the local application and adapt to Chinese consumption habits.

WeChat Moments Ads

WeChat Moments Ads is in the form of original content similar to the general information by friends. While the targeted display is based on WeChat user portrait by collection users’ information, it can interactively spread native information flow advertisements relying on WeChat friend relation chain.

This channel is possible to fulfill different campaign: brand promotion or event promotion, promotion of merchant coupon, Mobile app promotion, local sores promotion, etc.

The post WeChat Marketing In France appeared first on EuroPass.

1. What is mobile marketing?

Mobile marketing is one of the internet marketing strategy to reach the customer who are users of mobile devices such as mobile phone and tablets. The Channel is multiple in mobile marketing, mainly through websites, email, apps or SMS and MMS. 

For companies that want to reach more potential customers online, they need to develop a mobile segment because more than 75% of internet users own a mobile device and usage rates of mobile devices has surpassed the computer users in the past several years. There are many channels in order to reach the goal of mobile marketing. 

2. How important is it to develop mobile marketing in Chinese Market?

According to the “The 44th statistical report on the development of the Internet in China”, by June, 2019, China had 854 million Internet users and an internet penetration rate of 61.2 percent. The number of mobile internet users has reached 847 million, with 99.1% of China’s Internet users using mobile phones. The impressive number of mobile users in China make mobile marketing an essential strategy for the outbound brands.

3. How to do the mobile marketing?

1. User Friendly Mobile Page

The main rule for creating an efficient mobile web page is to be mobile-friendly. It has become one of competitive advantage through the rising of mobile-friendliness ranking. The mobile-friendly web page should be equipped with the suitable content that which fits the screen, quick loading speeds and assurance of no error page. Focusing on developing mobile-friendliness could help to build an engaging user experience. Emails sent to mobile devices are really important as the report showed that 60% of emails are opened on a mobile device.

2. Social Media Marketing

Social media is the platform for user to exchange opinion, experience, or other information. Its the social network base on the Internet. “Social” refers to the interaction and “media” refers to communication dedicating the basic functions of it. The successful social media platforms attract millions of people, for example, WeChat’s monthly active users have increased to an estimate of one billion users (Wikipedia). 

More and more people’s attendance and the intimate communication drive businesses to gradually enter this social media arena.

They believe social media could help them reach more customer and deepen customer loyalty with higher awareness. The social media marketing usually act through three activities below: Building brand homepage on social media, posting advertisement frequently, creating advertisement and purchase Channel on the main page of social media. There are many forms of ads on social media, for example, Video Ads and Carousel Ads.  

Doing social media has some rules to follow: Firstly, listening to the target customers, to know their needs better through the online content and reviews. Second, focus on minimum platform and keeping available. 

Anyway, in the same time sustain visibility as much as the platforms. Third, be patient and give the response when people reach the homepage. Focus on local social media as necessary, for example, China has no access to Facebook, if the company target the Chinese market, they should show up in WeChat or Weibo.

3. Email Marketing

To do the email advertising on mobile devices, brands should pay attention to how easy it is for these users to reach this information and related links. The title of the email in the inbox has specific limitation, 23 maximum characters for from space and 38 maximum characters for the subject space. 

It should be optimised to display and be clearly relevant to the content. Many email marketing uses responsive design which can help content automatically suitable on a mobile device. But the most important function is:  Call-To-Act. It needs to be well designed, the button of CTA need to be easy to tap with at least 44×44 pixels. 

The aim of email marketing is to lead customers to your web page, so after tapping the button, customers are willing to see a professional and user-friendly landing page. Most of the mobile device are touch-screen, so the designer should consider the size of the button and try to make the layout simple to operate. 

Different devices have different specification, so the landing page needs to be re-sizable on most of devices. Whenever users hold the device vertically or horizontally, the page needs to transfer perfectly with content.

4. SMS and MMS Marketing

Make sure the message is meaningful according to the high open rate and speed of response. It’s a very personal and intimate way of marketing, so when sending the SMS (Short Messaging Service), the content should be polite and respectful. The content needs to be professional, valuable, and precise with maximum 160 characters. Of course, companies must have the signature on the message and a Call-To-Action, such as a web page link. 

Another way to reach mobile users is MMS (Multimedia Messaging Service), which equip with more available content such as text, photography, videos, or GIFs. It provides better user experience than MMS including engaging visual scene, share-able to other platforms by button. It more likely to drive the user to attend the campaign and create higher engagement with customers.

4. Mobile Marketing Steps Guide

– Confirm the user portrait (audience)

– Identify the main purpose of marketing

– Choose the Channels and set prospective conversion rate

– Data Analysis

Click Here to know more about Mobile Marketing 

Click Here to Start your Mobile Marketing in China

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