In China, this WeChat feature accounts for 25-40% of ecommerce brands’ transactions.
CHINESE PLATFORM SPOTLIGHT: Tencent's video-sharing platform within WeChat may be a latecomer in the Chinese market, but it offers marketers specific capabilities and large potential reach.
Data from a Jing Daily report shows that luxury brands no longer rely on their own social media accounts in China with more engagement relying on KOLs.
ASIA's TOP 1000 BRANDS: WeChat, Didi Chuxing and Huawei enter Asia's top 100 brands as mainland China contributes major growth for both traditional and digital-native brands.
The WeChat mini-program has taken Chinese e-commerce industry by storm. From 2019 to 2020 alone, the tool experienced a 33.3% upshot in daily active users, from 300 to 400 million.
Brands are not fully realising the opportunity of both capturing and actioning on WeChat's many data touchpoints, with much data sitting unused in third-party systems. The data and consulting director at Artefact advises how to unlock WeChat's data dam.
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