Selling On WeChat - Ashley Talks Ep.19

In this video we talk about ways to sell through WeChat, including WeChat stores, promotional posts, advertising, KOLs as well as sales through groups and Moments.

In addition to its new role as a sales platform, WeChat provides a platform for brands to get direct feedback from customers, and especially for foreign companies to test the Chinese market before further investments. The first step is to know how to sell on WeChat. Here are four ways to do sales.

1. Promotional posts

The easiest and most common way to sell on WeChat is to publish promotional information on your official account in the form of articles or short messages, including product information, reviews and promotional campaigns. Among them, launching promotional campaigns is also a common and effective way to grow subscribers.

2. WeChat advertising

The next thing you can consider in order to help you sell on WeChat is putting display advertisements on WeChat. There are two major options of direct advertising on WeChat: Moments ads and Account ads.

i. Moments ads

Moments is the most popular feature on WeChat, where users can update their status by sharing photos, short videos and articles with their relatives and friends. They can also like or comment on others’ posts at the same time. Brands can pay for Moments ads that appear on targeted users’ pages.

ii. Account ads

Alternatively, Account ads appear as a banner ad at the bottom of a WeChat article. When users finish reading a WeChat article, they will see the advertisement. They are also commonly seen on WeChat.

This month, JD.com, China’s leading e-commerce site, put up an Account ad of its promotion of childcare products on WeChat. When users click the ad, they will be directed to JD’s online store.

3. Open an online store and link it to your official account

Another popular way to sell on WeChat is to create an online store where users can directly view and buy your products.

After brands create their online store on their official account (WeChat Store, 微信小店) or on other e-commerce platforms like Wei-Store (微店), they can link it to their official account in the menu bar. If a consumer chooses to buy a product in the online store, they can click the menu bar linked to the external online store. In this way, customers can finish the whole purchasing process within WeChat, so that a higher conversion rate can be expected.

Many brands, such as Xiaomi, Haier and Sephora, have already built up their online stores and have them linked to their official WeChat account.

4. Strategic partnerships

Maybe you already found out that some e-commerce, transportation, hospitality and tourism brands are featured in WeChat Wallet. It is because these service providers all hold shares of Tencent’s stock. This kind of partnership with WeChat can bring much more traffic and stimulate streamlined payments.

To learn more about WeChat, check out “How to Sell on WeChat?” blog post from ChoZan :https://chozan.co/2017/04/11/how-to-sell-on-wechat/