The Chinese super app WeChat is not only a superior social media tool (as I wrote here), it is also at the forefront of mobile e-commerce innovation that the West has never seen.
As of this writing, WeChat has over 800 million users (yes, it seems that WeChat’s user base is growing by the minute). Better yet, its users are super active. An average user checks into the app 10 times a day. They are practically living on WeChat.
This has created a tremendous opportunity for brands to reach consumers. Reports indicate that brands in the fashion, watches, and jewelry categories receive an average of 7,000 views per WeChat post.
WeChat offers platforms for brands to engage in interactive and one-to-one communication, driving online-to-offline activities and encouraging loyalty. WeChat’s payment system allows brands to sell directly to consumers seamlessly. Its true potential has yet to be tapped. Continue reading
Social commerce is a novel term in the US, and many people are not familiar with it. Some think it refers to those annoying ads on Facebook. According to Wikipedia, social commerce is the use of social networks in the context of e-commerce transactions.
In China, social commerce has taken up a life of its own and become the backbone of e-commerce.
While the “Ice Bucket Challenge” has gone viral on Facebook, Chinese consumers use social media in a much more thoughtful way. Instead of posting some silly videos and pictures, they turn to social media to solve real life problems, to seek advice from friends and opinion leaders, and to decide what products to buy or not to buy.
Read the full article on Forbes.
In this short video by Thoughtful China, Vincent Digonnet, executive chairman of digital agency Razorfish Asia-Pacific, discusses why he believes the development of social marketing in China has progressed far beyond that of any of the countries in the West. So true!
Recently, McDonald and Coca Cola launched a new app that encourages people stay engaged with each other rather then being distracted by constant phone calls and messages. As featured in Trendwatching’s July newsletter:
In May 2014, McDonald’s and Coca-Cola partnered in the Philippines to launch BFF Timeout, an app that rewards users for not using their phones. Once individuals in a group have all opened the app, the timeout begins and points are earned for every moment the phones are left alone. As soon as anyone uses their phone, the timeout ends. Users’ scores are ranked on a public leaderboard, and prizes include trips to Japan and Singapore.
I believe that the next wave of innovation in mobile-commerce and social-commerce will come from Asia. Companies need to pay close attention in this area in order to stay ahead of the curve.