WeCom — Another Great Opportunity for Marketers?
There’s a new communication platform gradually become popular in China. It’s called WeCom. Nowadays, it plays an important role in cultivating a relationship between customers and companies. And more and more brands or companies are using “character design” on these platforms to achieve marketing success. But how do they do that? Let’s take a look together.
What is WeCom?
WeCom is a communication platform for enterprise office management. It provides the same communication experience as WeChat. In addition, Like their official website introduction said “WeCom is integrated with WeChat, providing unmatched connectivity that facilitates smart management, smart ecosystem, and smart services for enterprises.” It is a separate app from the WeChat app and it is a good choice for companies’ employees who wish to have business communication separated from their private life.
In 2019, Xiaolong Zhang who is the founder of WeChat talked about the idea of transforming the WeCom. The former WeCom is just for business-level communication which means business to business(B2B). But, now WeCom has transformed into an efficient tool to connect companies, services, and consumers which is business to consumers(B2C). This means the company can connect millions of users in WeChat directly. Xiaolong Zhang said this inspiration is from the businesses in WeChat. Using the “WeChat business” logic, WeCom has achieved the communication between company and customers returns to the communication between people and people, rather than the communication between people and computer programs.
As a marketer, How to use it?
There’s a cosmetic brand called Perfect Diary. They are good at using this WeCom feature when they enter the China Market. They build a good relationship with their customers. When customers searching Perfect Diary Wechat ID and then you add it, the “girl” whose profile picture is a beautiful woman who wears good make-up and she will immediately and warmly talk to you, just like very friendly customer services. However, when you looked at her WeChat Moments, unlike product salespeople or customer services people, her posts include daily pictures of normal life and the experience of trying new products. She just like your best friend who loves to share daily lives. And when you looked at her profile, you will notice that her account is different from normal consumers’ accounts. Her account is from WeCom which is for work purposes. So, It is not hard to see that more and more brands and companies are using “character design” in WeCom and WeChat to keep a good relationship with customers.
Marketing promotion methods or trends can be changed so quickly. As a marketer, deciding which trends to follow or invest in is critical because utilizing the trend wisely will let the whole process more efficient.
