Mobile Commerce in Messaging Apps - WeChat: What One Billion People Know and You Don't

WeChat: What One Billion People Know and You Don’t

MOBILE COMMERCE IN MESSAGING APPS

Wechat - an app you’ve never heard of

It’s more than a social messaging app. It’s a complete m-commerce ecosystem.

According to PBOC data, 2013 saw a total of $1.67 billion mobile payments in 2013. Total transaction value reached a $1.6 trillion (CNY

9.64 trillion).

ONE APP TO RULE THEM ALL1.1 billion accounts; 600 million active users

60% open the app 10x a day1 in 5 set up for WeChat Payments

WECHAT IN EVERYDAY LIFE COLLABORATION AT WORK

Meeting in 5

minutes.

Got it!

• Group chat instead of Email

• Switch between phone and desktop for messaging

WECHAT IN EVERYDAY LIFEWECHAT WALLET

• Bill pay: utilities, credit card• Purchases: movies, taxies, air

tickets• Money transfers: splitting bills,

send money to friends. Only need their WeChat ID.

• Financial Investments: buy and sell stocks

• “Lucky Money”: free $$$

WECHAT IN EVERYDAY LIFEENTERTAINMENT & NEWS

• News Outlets: spreading news • Publishers: publish content.

Content can be video, audio or text

• Celebrities: short update or long update

• Brands: communicating with target audience

WECHAT IN EVERYDAY LIFELOYALTY PROGRAMS

• Offer a VIP card through the app

• Send promotions

• Give e-coupons that they can exchange in stores

WECHAT IN EVERYDAY LIFEFITNESS TRACKING

• Counting steps - daily count and cumulative total

• Compete with friends and stay motivated

WECHAT FOR BRANDS

Case Studies

MCDONALD’S

• Add friends: supersize your fries for free

• Big Mac Rap: use audio to engage with customers

• Membership cards: enjoy discounts

STARBUCKS

“Refreshing Songs” Campaign: Starbucks asks followers “how are you feeling today?” and then sends them songs that match the mood.

BURBERRY

• Runway experience: audio commentary offered by Chinese celebrities.

• Personalized membership cards: virtual plaque engraved with the names of all people who sent them a message

Charlotte Han twitter.com/sunsiren

[email protected]

Thank you! Questions?