2019/07/26

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Latest WeChat Updates & News: July 26th

Friday, July 26, 2019


Welcome to the Jing Daily WeChat Edition

Dear WeChaters,

The versatility of WeChat is, perhaps, as important as its universality. The vast sneaker marketplace, travel destinations, and luxury brands all use it to connect with their consumers. This issue, the prestigious luxury brand Herms invited consumers to come out to understand the brands craftsmanship. Meanwhile, as a number of brands are getting smarter about new retail, check out our Deep Dive section to learn about how companies like Joy City, K11, Farfetch, Nike, and more are utilizing it. Finally, watch a short video on how WeChat can visibly change Chinese travelers approach to exploring in Barcelona. Enjoy!


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What's New

The latest WeChat news 

gathered from top sources



SNEAKERHEAD

GOAT, a popular sneaker reselling platform, has announced its expansion overseas by officially launching its app in China. Users in China will now have access to a localized GOAT app that features a new WeChat Mini Program, which is tailored to the regions consumer ecosystem.


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TRAVEL HACKS

Dubai Tourism has launched 10 digital audio tours on a WeChat Mini Program. The audio tours were introduced to make tourism sites in Dubai more accessible to Chinese travelers. China is quickly emerging as one of the fastest-growing source markets for Dubais tourism industry, with the city welcoming more than 290,000 visitors in the first three months of the year," said Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM).


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WECHAT UNIVERSE

WeChat Ecosystem, an ever-growing curated cross-functionality that encompasses a group of diverse built-in services and digital integration, which includes Mini Programs, Official Accounts, and Moments Ads, has come under the spotlight lately. This article, published by WeChat Global, demystifies the ecosystem and how can brands take advantage of everything it offers.


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The Campaign

Read past WeChat campaigns &

case studies on WeChat Wiki



SECRET SPELL

Herms reveals behind the scenes to its craftsmanship via WeChat 


Facts: Facing an increasingly saturated market and turbulent economic state in China, many luxury brands are looking to unleash their marketing resources to residents in second- and third-tier cities. This includes the prestigious luxury house Herms. On July 19, the brand debuted a WeChat Mini Program, presenting its DNA for new fans in Xiamen to learn about.


Features: Enter the latest WeChat Mini Program, named Herms at Work, is a digital tool for consumers to register for an exclusive Herms event from July 26 to 30. At the event, fans can get a first-hand, behind-the-scenes look at Herms products being made by watching craftsman work, getting a rare glimpse of how an idea turns into an actual product. The event is set inside of the brands boutique store in Wan Xiang shopping mall, a go-to destination for luxury shopping with more than 30 top-tier brands.


Results: After four days of publishing, the post garnered 8959 pageviews and more than 41 likes.


Our Take: In May, Herms hosted a two-day flash sale pop-up store at Shanghais Cha House for its perfume, and WeChat was the digital resource to drive visitors to offline events. Both events reinforced the brands promise to the Chinese consumers and continued to deliver enjoyable and educational in-person experiences crafted by Herms.


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CELEBRATE LOVE

Michael Kors delivers new Qixi offerings on WeChat


Facts: From adding a new e-commerce channel to naming a dual-brand ambassadorship to pushing forward a 360 degree Qixi () marketing campaign, the American fashion brand Michael Kors is making major moves in China right now, as its parent company, Capri Holdings, is looking to grow the Kors Asian business to one billion USD in the next few years.


Features: For Qixi, the brand also designed a customized game powered by a WeChat Mini Program to guide users to discover the special offerings for this Qixi festival. Winners of the game will even have a chance to meet Leo Wu and Lareina Song in person, at the brands offline Qixi event, in Chengdu.

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VIDEO OF THE WEEK

How WeChat transformed Barcelonas 

transportation program 


This is the second destination in Europe (after Paris and the RATP subway network launched mid-March this year) to allow Chinese travelers to buy digital tickets with a WeChat Mini Program. Watch this video to see how easy it is for Chinese travelers to purchase subway tickets and browse for the travel guide.


Watch the Video



Deep Dive

Must-read, in-depth guides, 

tutorials & reports



NEW RETAIL

Chinas retail landscape is in flux. The presence of WeChat has especially accelerated this. On the one hand, retail in China is getting bigger. This year, China is expected to post retail sales of $5.6 trillion and overtake the US to become the worlds largest retail market. On the other hand, its getting more disruptive. Chinas mobile-led, online and offline integrated retail landscape is changing the way retailers both big and small think about their supply chains, shopfronts, and marketing approaches.


This in-depth 55-page report from Omnichannel Loyalty Marketing Platform Splio covers the following:
Membership is becoming a precondition of purchase
Customization and personalization are accelerating
Physical retail is experiencing e-commercification

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System Update

Stay on top of WeChat's evolution


Click to enlarge the image. System Update provided by Michele Mascolo, Marketing Manager at IT Consultis.


SOCIAL PAY

Good Product Circle is getting better at search


Good Product Circle (), the feature recently added by WeChat best described as Moments for products is allegedly getting yet another update. According to the latest leaks, users of Good Product Circle will soon be able to search for products and other content shared by friends on their Circles. While it is still far from being able to compete with other product-sharing social media, Good Product Circle has been receiving almost weekly improvements since its first iteration in March and is becoming a more polished tool. For brands, this means that they will soon have another Social Commerce channel at their disposal, leveraging WeChats massive user base to find new customers, nurture relationships, and drive sales.


Scan to Read (in Chinese)


WeChat Event



CHina CHat is a two-day event dedicated to WeChat and China online digital marketing. Co-organized by 2 of the most widely respected online sources of information on China digital marketing: China Channel (ChCh) and WalktheChat. This event features:


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