Tips On How To Leverage WeChat

Tips On How To Leverage WeChat

Don’t make it perfect, make it different
— Zhiwei, CEO of Penguin Guide

    Have you ever wondered how you can leverage WeChat for your business?  WeChat is China’s largest social media platform that houses over 1 billion users.  Essentially, it is the Facebook of China.  It integrates various platforms that other social media presenters have spliced into separate mediums and converges all of it together in one specific space.  With WeChat you can video, talk, text, post pictures, hold miniature lectures, and the list goes on with the creativity at your disposal.  Zhiwei, the founder, and CEO of Penguin Guide, has become incredibly successful in leveraging WeChat to further their business in the education of wine and entertainment that comes with the lifestyle.
    
    Connecting with your audience is all about transparency.  Educating your fan base comes with the notion that, eventually, they will be asking questions that many are asking today.  Questions like, “how was your meat raised?” and “where, exactly, do those eggs come from?” are questions that become normal as education levels about food rise within the general population.  So, on platforms like this, keeping with consistency and transparency is key.  The online e-commerce platform is booming.  Subscription boxes for everything from wine to yarn dominate the market, and social media has become a way for people don’t want to, or don’t have the funds to, spend money are marketing to market themselves.  After all, with the e-commerce marketing price at $20 per paying customer, it’s no wonder many start-ups avoid it at all costs.
    
        And it makes sense: you are the one that knows your brand and its beliefs better than anyone else.  That is why one of Zhiwei’s most critical pieces of advice is to manage your WeChat yourself.  There are many agencies that will try to sell you on their services that center around managing your WeChat, and he advises people to stay far away from them.  Personal branding will get you a very long way in earning your demographics trust, and you will be able to quality control your own posts and network.

    Not only that, but many of these agencies come with avenues to garner you fake clicks and followers, and while that might temporarily boost your looks in WeChat’s search engine, your actual customers will begin to catch on to what is happening, and that trust that you’ve built with them will quickly be destroyed.

    WeChat is an important tool of communication in China and has been titled as the infrastructure for China start-ups.  Things such as payment, group messages, video, and WeChat calling are a few more of the things that you can utilize on this application.  It is a direct connection from a business to a consumer and provides a streamlined process for designing your own signature and style of content.  On platforms like this, you don’t have to be perfect, you just have to be different.

    In 2012, Zhiwei wanted to begin a platform that educated individuals on wine products.  He was hoping that the transparency with their products would translate into sales, so he set off on a mission: to educate their consumers on the types of grapes used in their wines, the regions that those grapes grow in, and how things like the weather and altitudes ultimately affect the final product.  He was coming from a financial background into the wine world, and he found a passion for starting his own business.

    Zhiwei wanted to transform the e-commerce world.  In the beginning, e-commerce was a way to hide information and use half-truths in order to peddle a product.  He set out to do things differently, and it has worked.  Gaining the trust of your consumers is what ensures return service.

    If you want to sell a lifestyle, you have to sell a packaged lifestyle.  Zhiwei ended up learning that lesson and began branching out into all sorts of craft and artisan beverages.  Now, they don’t just focus on wine, but they also focus on coffees, teas, and craft beers.  These types of things target the same potential consumer group as well as round out your brand in the marketplace.

    Wine is not the hottest topic.  Street foods, trendy restaurants, and coffee dominate the market in China (and across the world).  So, their education goes along with their topics.  With coffee, their consumers are educated on the types of beans and the different regions from which they come, and the same goes for their craft beers and their other products.  It’s not just about transparency and education, it’s utilizing that basic platform to distinguish yourself amongst your competitors and garnering the trust of the community.

    And Zhiwei has done it well.

    The truth is that people don’t look at your account everyday.  Even the highest followed accounts don’t have the same returning people day after day, so this gives you an edge: instead of posting seven average posts a week, make one or two perfect posts that truly communicate your style and your message.  Your followers will be thankful for the beautiful content, and you will be proud of the brand that you’ve built.

    And the way that you’re showing it off.

Rebecca Travis

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