Maintaining Relationships with Chinese Consumers
Creating meaningful relationships with Chinese consumers has always been important; maintaining such relationships has become more vital than ever. Customer retention is key. In an environment where new products and services are hitting the markets at an increasing pace it has become correspondingly important to connect with consumers in novel, captivating and genuine ways.
The Power of Wechat
When I first arrived in China in 2012 I started using the instant messaging app WeChat to gossip with my friends. In the last two years more businesses have used the app as a tool to post and engage directly with their consumers. WeChat allows companies to have real-time interactivity with consumers allowing an efficient relationship management and consumer service. I follow various companies for up-to-date information and to gain deals and offers. Starbucks use WeChat to track and reward customers – amazing what we will do for a free coffee!
The QR Code
Many companies also utilise the QR code function enlignepharmacie.com. This means customers are able to scan their code on an advertisement or their own product and consumers can then follow the brand. This works particularly well when customers have an incentive to scan.
One of the latest innovations of WeChat is their payment system which is very efficient and easy to use. It works for both in-store payments (where consumers can scan a QR code provided in the shop on their Wechat) or for purely online purchases that’ll be delivered later. Indeed you are able to run your own storefront on WeChat to display your products and your friends or other connected to you can buy the products and services through the application.
Social & Business Networks
Wechat is an extremely effective tool because it is a whole eco-system of a social and business networks intertwined into one. This can create a very powerful combination as friends are able to recommend products and services to follow which can create large and dynamic audiences.
They do this more than their U.S. counterparts. Chinese consumers do a lot of research and reading about products, and are always eager to share what they learn with friends. They spend a lot of time and energy on that. They are very vocal online, which is why it’s important to engage them in social media.