Key Learning at the WeChat Conference in London 2019

For some people associated with China’s luxury industry, the booming digital ecosystem of WeChat is second nature. The abundance of youthful influencers, buzzwords like brand zone and mini-program, and sales techniques are a part of the rapidly evolving Chinese market. Luxury brands from the West are diving into this world without having any basic knowledge to back up their enthusiasm. Iconic brands suggest everyone is a victim of online backlash. The risk is the same for the smaller luxury brands that are finding a way into WeChat marketing.

Recently, a top lifestyle, luxury, and fashion e-commerce agency hosted the WeChat conference in London. This lifestyle agency offers businesses technology-driven entry strategies into the online retail market of China. The conference provides a platform for the brands that have not opened their offices in China the opportunity to understand the basics of WeChat marketing education as well as the plans for WeChat. Below we will be discussing three takeaways from the panel that reinforces some of the cornerstones of WeChat marketing in the luxury and fashion industry.

Understanding of basics

In today’s world of WeChat, it is quite enticing for brands joining the bandwagon of influencers and mini-programs without having any idea of the basics of WeChat marketing. Experts have shared their experiences that many brands come to them and are willing to launch a WeChat mini-game without having an official WeChat account. WeChat basics like targeted ads are often referred to as necessary evil of WeChat marketing, but they are essential. Brands entering China must understand targeted advertisements, as they are essential to create awareness among customers. Customers will avoid your mini-program if they do not know who you are, so take baby steps to build your business.

Building personal rapport is vital

The biggest reason influencer marketing is a hit in China is because of trust. Fans believe in the word of popular KOLs who have a proven record of accomplishment by recommending valuable and authentic products and brands. This type of personal connection is required for brands looking to launch in China, and brands can connect with Chinese consumers online in various ways. Brands need to find innovative ways to convince people to shop offline, as many brands offer vouchers through WeChat for encouraging physical footfall in their stores.

Influencer Scams are everywhere

At the WeChat conference in London, statistics show that Chinese influencers get better returns than their Western counterparts. This is because of more opportunities for diversifying revenue streams, less competition for advertising platforms, and lesser influencer regulations and rules. Therefore, without a doubt, collaborating with Chinese influencers is a blessing for Western luxury brands. However, as millions of influencers are present in China, it is crucial to pick the right one and not fall prey to any fraud. The right person can be the difference between a complete flop and an iconic marketing campaign. You need to find people in China who know about the market place well and have a good understanding of the online ecosystem.Plan China is Westwin's insights sharing event which gives business owners in London the insights on China SEM, WeChat, Weibo, e-commerce, programmatic advertising, and more. To know more, visit https://planchina.co.uk/news/.

I'm a freelance copywriter and I write on a variety of topics.