WeChat Pay has made substantial moves abroad, but it’s all been to ensure Chinese tourists can utilize the platform anywhere and everywhere. With more Chinese tourists going abroad every year, making sure WeChat Pay is usable abroad makes it more likely that when users return home they will continue using it.
Target marketing and understanding Chinese tourists
Building reputation via word of mouth is one of the most powerful ways to appeal to tourists. However, in a country with a population of 1.38 billion – almost a fifth of the world’s population – it is more difficult to build word of mouth organically. It is essential that those marketing to Chinese tourists take necessary steps to narrow down their audiences. Travel businesses including hotel should take the time to understand the particular demographics of the visitors that are likely to be attracted to their hotel or destination and then invest in understanding the shopping and booking habits of these consumers.
Develop your content on WeChat
Travel brands that want to capture the hearts of the Chinese tourist need to do more than just setting up official accounts on WeChat. Once the social accounts have been set up, you then need to focus on developing a content strategy to build followers. This involves a huge investment in creating a regular flow of useful, interesting, emotional content; a successful social media content plan on WeChat provides the opportunity to interact with followers on an individual basis – essential to building trust.
Create experiences for your WeChat followers
Chinese tourists of all age groups value being able to interact with their favourite consumer brands. There is an older generation of consumers that has been the first to experience middle class wealth; these consumers are focused on buying material things to show off their wealth. However, the younger generation – which is now becoming more accustomed to this wealth – is more motivated by brands that can offer new experiences. Therefore, travel brands that are looking to appeal to this digitally savvy generation should focus on using WeChat to create new types of interactions. Think competitions to win an experience like no other, or a campaign that is based on unique interactions. Brands need to be clever to appeal to this group of consumers – but a simple, original idea has the potential to carry itself far and wide through these vastly used sites.
Narrow it down using WeChat advertising
Once you have a solid understanding of what specific groups of Chinese tourists you are targeting, you can use WeChat advertising to narrow down your target audience in China. Through WeChat advertising, advertisers are able to target specific types of people, based on aspects such as their age, region and interests. These targeting methods can be used to drastically narrow down the tourists your ad reaches. For example, when you have created your campaign or ad, you can opt for it to reach people living in cities that have direct flights to your destination, or for it to reach those that have stated an interest in your particular type of destination, or people with the average age of those visiting your destination. Due to the vast amounts of data WeChat have on each of their members, you can choose to broaden or narrow down your campaign as much as you want.
WeChat Pay does have the advantage of being integrated into the ubiquitous messaging and social media platform WeChat, with somewhere around 1 billion users. Please get in touch with us today to get your Chinese social media marketing campaign underway in time for the next big holiday season.