Weibo or Wechat which one do I need to Choose? Good question…
The Social Media Battle in China
Since there are around 700 million active users on Wechat, it became a must to be on that social media platform. So for the success of microblogging platforms like Weibo became harder to pursue and users were affected.
More and more brands have developed a real engagement system (CRM – Customer Relation Management) on Wechat in order to create a relation between them and their customers. So it became easier for clients to contact their favorite brands and get in touch with them by reading/watching their content.
Even if Wechat is now famous and Weibo achieve its maturity, luxury brands’ customers still use both of them in order to purchase their buying luxury and premium products online.
However, when it is about luxury, the Weibo and WeChat’s users are almost the same :
The State between Weibo and Wechat
It appears that in the Sina Weibo community there are more people under 29 years old than on Wechat (left graph – a difference of 11 points for that fact). The left graph is directly linked to the right one with the personal incomes (under 10K there is a difference of 8 points, and over 10K of personal income there is a difference of 8 points).
But during the buying process, consumers look for information and whatever product they want to buy. Especially for luxury and premium goods, the online users go to different information sources in order to be sure before buying the stuff they want to.
A clear analysis of the study the hardcore fans of Weibo are 50 percent more likely sensible by KOLs than their comrades when it is about luxury purchases.
However, the point of these two platforms is the same or even complementary. Both of them help customers with their purchase decisions. Wechat helps them for judging their needs, sot they talk to their private circle by this application. Furthermore, Weibo helps them also o find information to comfort them in their decisions, sot they use Weibo to search for purchases amongst celebrities trends, brand websites, or KOLs (Key Opinion Leader).
Did you think about get in touch with your customers?
For the brands by knowing these trends and behaviors and using both Weibo and Wechat in their communication strategies could make the difference by giving content to their targets in order to assure them. So they will win the intended purposes in the end. But it is crucial to understand the customers by doing User Experience (Ux) and adapt the conversion funnel in order to be sure to catch the attention of the users and also know why certain did not come to buy and convert. Being adaptable and engaging in corrective actions is one of the keys to building a comfortable nest and acquiring customers by providing them assurance.
Further readings :
- Optimize your website for Chinese social networks
- Wechat Usage in 2014
- Wechat in travel market
- Beauty Tips for Wechat
- Trends of social Media in China(in french)
- Wechat Center of Digital Marketing in China
- Wechat Fashion China Agency
- Wechat & luxury brands
- Social Media in China
- Social Networks landscape in China