Transcript *** 1 - eFolio

Personalized marketing
----Marketing thinking behind the WeChat Lucky Money
Name: He Nan
Student number：26855429
Title of degree and pathway：Master of Global Media Management
Date：18th May 2015
WeChat
4 year
More than
110 kinds of version
1.12
billion
Global total
registered
account number
440
million
Active accounts
monthly
20
language
version
Cover more than
200 countries
and regions
WeChat Lucky Money
A mobile-payment feature that
developed by Tencent and
launched on January 27th, 2014.
Made breakthrough in the 2015
spring festival.
Giving the lucky-money and word
wishes to individuals or in own
groups to friends.
Paying the amount through the
‘WeChat payment’ system.
During the short term of a spring
festival, there were 200 million of
bankcards that were successfully
bound to Tencent.
Research method
Ethnography
P2P Interviews
Observations
20 Chinese international
students
starts from New Year’s Eve to the
seventh day of the lunar New Year
Research Findings
WeChat’s
general
marketing
methods
Drift Bottle
People Nearby
Scan QR Code
Shake
Public Platforms--Subscriptions
Propelling advertisements through Movements
WeChat
Lucky Money activities
key characters
Humanized marketing, with properly
controlling the mental activities and
behaviors of customers.
Personalized marketing behind
WeChat Lucky Money
Electronic commerce and mobile payment, which has
been popularized for a period of time, would positively
impact WeChat, which has a large number of
popularity and creditability.
Creditability
The operation process of WeChat Lucky Money is
sample, convenient and intuitive. The lucky money can
be given to the group or individuals. Additionally, the
luck flight group is much more popular. The system will
generate the lucky-money envelopes with different
amount of bonus by random algorithm after user set
both the number of envelopes and the total amounts.
People who grab the lucky-money envelope scan
withdraw the amount from own debit cards.
Convenience
The value of social communication
WeChat has a great social communication chain,
which is also called the link and flow of people.
The WeChat Lucky Money, which is more like a
social communication game that adopts
random algorithm to allot the amount in each
lucky-money envelope. And hence people who
grab the lucky-money envelopes would receive
different amount of money. This concept of
sending random amount contained luckymoney envelopes leads flaunt, upset, topics,
and stimulates the initiative sharing and
communication of users.
Nowadays, gamification is a better way to stimulate
the desire of communication in young people.
Especially, money is involved in the process of
gamification. Additionally, Grabbing lucky-money
envelopes would bring forward an instant activity in
the WeChat groups, and stimulate the desire of
communication.
Gamification
The key idea of the viral marketing is to utilize
customer to promote products to other customers.
Viral marketing
Research about the mental activities and behaviors of customers
Initially, the WeChat payment is
promoted
to
various
online
communication platforms such as
websites, micro-blog by several
methods include the user-generated
content and self-diffusion, utilizes
the interaction between these
platforms to spread its influences.
Secondly, it is important to seize
the mental activities of users,
Therefore, it is also defined that
the activity of the WeChat Lucky
Money is the personal experience,
emotion and empathy of users.
In addition, the WeChat Lucky Money
becomes a marketing tool to some
enterprises, Some enterprises prepared
numbers of envelopes with equal
amounts, and utilize this postscript
action to enforce users to leave the
messages such as ‘the best wishes to XX
corps.’ once they grabbed the envelopes.
predominance and weakness analysis
the marketing of WeChat Lucky Money under the mobile network environment
Predominance analysis
As WeChat is an application for social
communication.
The WeChat Lucky Money feature
can only be achieved depending on
the developed network relationships
of its mother platform, WeChat.
form of the WeChat Lucky Money
contents
amount in the lucky-money envelop
Facilitating the
marketing of
Excellent platform
business for
searching and
and Low Cost
locking the group
of target clients.
flexible
diversified
Raise the
interests of users
mysterious
Since the WeChat Lucky Money has been launched, there is
nearly no negative feedback from users.
Word of mouth
weakness analysis
A short time of development
The business would only gain a little amount of
financial outcome by using the WeChat Lucky
Money for marketing in this short term.
This time for business promotion through
the WeChat Lucky Money is limited.
Fierce competition
The way of mobile payment and the marketing
strategy of lucky-money are easily to be duplicated.
In other words, the usage of WeChat payment and its
cooperative business would be threatened once the
WeChat payment is outdated or it is instead by other
fresher marketing tools.
Security problem
The popularity of grabbing lucky-money envelopes
would trigger the formation of a complex and messy
situation to the network. Iphishing websites for
grabbing lucky-money envelopes, mobile phone
Trojan, phishing WIFI, friend impersonation, would
threaten to the security of bankcards.
Conclusion
The innate character of the
product marketing thinking of
the WeChat Lucky Money.
The product marketing strategy
depending on the Internet
thinking.
Enterprises
Government
designs of business model and
product line
product development
brand positioning
business development
customer services
Making great efforts on the facilitation of products, and
especially care is taken to eliminate the fear of the older
aged customers to the technological products.
Making great effort on the development of a safe and
reliable consumer information environment by
supervising the network activities under the rule of law,
cracking the various criminal activates driven by internet
rigorously.
Reference
 Feng, D. 2015. WeChat: Shaking China [Oline].
Available at: http://chinamediacentre.org/2015/WeChatshaking-china/ [Accessed: 25 February 2015].
 Hannerz, U. 2003. Being there... and there... and there!
Reflections on multi-site ethnography. Ethnography 4(2), pp.
201-216.
 Helm, S. 2000. Viral marketing-establishing customer
relationships by 'word-of-mouse'. Electronic markets, 10(3), pp.
158-161.
 Zhu, R. 2015. How do Chinese online platforms celebrate Chinese
New Year? [Oline].Available at:
http://blog.kawo.com/post/111821061878/how-do-chineseonline-platforms-celebrate-chinese [Accessed: 25 February 2015].
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