M-Commerce has been growing rapidly in recent years, becoming a massive and lucrative market, which no business can afford to ignore. According to the Chinese Commerce Ministry, the eCommerce market in China grew 31.6 percent in 2015 to 3.2 trillion Yuan, or 490 billion US dollars. They are 61% contributes from mobile commerce.
China is currently transforming from an investment-based economy to a consumption-based one. Now, as Chinese consumers are getting more sophisticated and more mobile-friendly, overseas retailers should keep in line with China’s growing consumer demands.
5 methods of promoting brand awareness and online sales
Apart from some common promotion practices such as discount, coupons and free delivery, there’re 2 major kinds of promotion methods in eCommerce sphere:
Conditioned Sales Promotion
Conditioned Sales Promotion consists of time-conditioned promotion, amount-limited promotion and single-item promotion. The purpose of it is to appeal new users, navigate them to place orders and make the WeChat news more active.
Time-conditioned promotion only allows a specific range of time when customers can get a discount or “seckill”. WeChat Subscription Account allow you to send daily broadcast to help you on “seckill” promo.
Seckill came from the word of Second Kill [秒杀]
Amount-limited promotion only allows a certain amount of products to be sold at a discount.
Single-item promotion only provides a single item product at a very favorable price to customers. This is to promote user adhesiveness, apart from attracting more orders.
Bound Sales Promotion
This method consists of recommendation and repurchase. After customers add a specific product to the cart, retailers will recommend some bound items and offer customers discounts if they buy them together. By doing this, retailers can navigate the existing customers to buying more and make them happy at the same time.
Under the repurchase scenario, customers are offered a coupon for next purchasing.
For example, retailers give a customer $50 of a coupon that’s applicable only when he buys the same product next time.
The aforementioned promotion methods should be coupled with consistent and effective campaign strategies. In this case, It’s highly advisable that retailers make a campaign calendar through WeChat which arranges the major campaigns throughout the year.
A well designed campaign calendar should take into account many factors and plan every details in advance. Some campaigns follow the business convention, such as “double 11” and “double 12”; some campaigns can be self-invented, such as anniversary day and other memorable dates. It’s a way to foster customer loyalty and keep them anticipating.
Payment tools do not just help you with payment, they are also the ideal channels for promotion. In WeChat you can fully utilize the menu button to link the buyer to payment gateway that you develop in your responsive website, once they received your broadcast message about your special promo.
The shift of eCommerce sales from the desktop to mobile devices has been under way for a couple of years. And according to data from the end of 2015, the tilt toward mobile is clear. Analysis International Enfodesk reported that nearly two-thirds of retail and consumer-to-consumer (C2C) eCommerce sales in China in Q4 2015 occurred via mobile. That was up from 55.5% the previous quarter—the first time mobile accounted for a majority of eCommerce sales in the country.
There’s a buzz word in China’s eCommerce sphere: H5. It’s an abbreviation of HTML5. It’s a new web coding language that’s suitable for creating interactive and light-weight web applications. Nearly every eCommerce player in China makes use of H5 to enhance the customer experience and get more orders. To avoid this developing cost, many fully utilize of WeChat Official Account and it provide more feature than customize apps.
The Example of M-Commerce by WeChat.
Social media marketing mainly focuses on content marketing. Useful, interesting and trending contents will always grab users’ attention and convert them to customers. This is why WeChat getting popular in M-Commerce, WeChat provide an Official Account allow you create your content and broadcast to your follower to develop friendly connection.
Provide high-quality, exclusive, and useful information to users to address their specific needs. For example, tell users about the medical kit of mothers in western countries. Most of them are curious about foreign information, especially on health care. Feed their curiosity and provide them what they need.
Social media users are drenched in a wealth of information every day. They won’t open every message they’ve received and read it throughout. It’s extremely important to grab their eyeballs and attract them to continue reading. Here’s a title that may serve this purpose: The striking comparison between Chinese mother and German mothers in their way of nurturing. (Chinese language can express much more information in a short sentence than English…) You can also present your contents in comics, which is easier to finish reading.
Be on the trend
You need to understand the demographics of your customers. Most of the online shopping buyer are mainly young females with decent salaries. They love to catch the trend and talk about what’s on the trend in internet. For example, Korean TV dramas are one of their most favorite topics. Creating your WeChat contents using their language and focusing on what they are interested is always a safe way.
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