135 million Chinese tourists went abroad in 2016 and spent a whopping $261 billion on shopping! This is, in other words, a very important target group, so how can advertisers influence Chinese tourists and enhance their brand awareness?
The answer is, WECHAT (Chinese name: Weixin 微信)! The messaging app is developed by Tencent and is an all-in-one app. Just imagine Facebook, WhatsApp, Twitter, Tinder and Instagram in one app + the possibilities to order a taxi and flight tickets, food, book movie tickets, hotels, and home services, plus an integrated payment system called WeChat Pay.
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According to Tencent's research division Penguin Intelligence, the app has 889 million active users monthly (2016) and 10 million official accounts (service account, subscription account or enterprise account). The average time spent on WeChat in 2016 was 66 mins per day, and the number is increasing every year.
WeChat Moments advertising
Moments is a social news feed, something like a mixture of Facebook news feed, Twitter, and Instagram, where users can post images, videos, text, comments, music, and articles. Users might not necessarily love the ads on Moments - but, as long as the content is of interest, it works great.
Targeting Chinese tourists
Tencent understands the potential of Chinese tourists traveling outside of China and have therefore made “moment ads” with geolocation features. This makes it possible for brands to know where the users are located and for foreign brands to reach these consumers.
WeChat Moment ads are displayed as a standard news feed in Moments and in-between friends’ news updates.
How much does it cost?
According to Walkthechat, the price is set on a CPM (cost per mill or 1000 impressions) price index and cost between 150-180 RMB ($22-27). However, the minimum spending for overseas advertising is 50.000 RMB ($7500) for targeting tourists in Hong Kong, Macau, Taiwan, Japan, Korea, Malaysia, Singapore, Thailand, United States and Australia. While it costs 10.000 RMB ($1500) for Germany, France, England, Italy, Canada and New Zealand.
How to get access?
For foreign businesses, the process is a bit more complicated than usual because they have to submit a manual application to the WeChat advertising team.