This month Chatly is continuing our series of webinars to help you deal with the impact of COVID-19 and take targeted measures to grow your WeChat ROI even during this difficult time.
April 14th: Luxury in China in the Wake of COVID-19
Learn more about the webinars:
April 14th: Luxury In China In The Wake Of Covid-19
By 2025, Chinese luxury shoppers will represent 44% of the $1.4 trillion luxury market – in 2019, China overtook the US in rankings of the world’s richest people (there are 100 million Chinese people among the world’s top 10% of richest people vs. 99 million in the US) - with its millions of ever-growing affluent and connected consumers, China already offers a glimpse into the future of the luxury category and of consumer technology trends.
But how has this trajectory been impacted by COVID-19?
In what ways have consumer behaviors changed during this time period?
And what can we expect to see as China emerges from the crisis?
Access to a real person and personalised customer experiences have become, in some ways, the new form of luxury. The ability to deliver a high-touch, customized experience combined with the convenience of technology has become the make or break of luxury brands.
Part 1: Understanding The Chinese Luxury Consumer
Speaker: Emmanuel Stralka, Strategy Director at Qumin
Snapshot of the Different Chinese Luxury Shoppers:
Ever heard of the Fuerdai or Fusandai? They account for 44% of luxury shopping in China; their habits and behaviours differ from those generations of post 70s and post 80s. Understanding those key differences are crucial to approaching the Chinese luxury shoppers.
For the new generation of Chinese who have always known abundance and access to anything at an instance, what does Luxury Consumerism mean? How is their hyper dependence on digital impacting luxury brands?
Win! Win! Win! Guide to winning the Chinese Luxury Shopper:
From Celebrity-influencer to micro-creators movements, from Mass Media to one-to-one at scale and from 30 seconds to 6-seconds ad, the Chinese luxury shoppers require a different playbook.
The Impact of COVID-19:
How has the Chinese luxury consumer changed and what are they expecting from brands?
Part 2: Creating Personalized Consumer Experiences On Wechat
Speaker: Lauren Hallanan, Head of Marketing at Chatly
While offline retail locations are beginning to reopen in China, consumers remain cautious about spending time outdoors, and brands must continue to focus on all things digital.
Yet with nearly every luxury brand in the world vying for Chinese consumers’ online attention, digital alone doesn’t matter - personalization is key. Relevant content and offerings can cut through the noise and, when done right, it is proven to increase engagement, retention, and conversion rates.
When it comes to personalization, WeChat is, hands down, the best platform. With its vast amount of features and capabilities, once the proper tracking, grouping, and data binding systems are in place, luxury brands can build incredibly customized experiences within WeChat that are tailored to each consumer’s needs and desires, whether that is through automated messaging or connecting users for a 1-on-1 call with a sales associate.
Some examples of personalization we will cover include:
- Official Account menus customized for specific user segments
- Sending targeted broadcast messages based on segmented groups or users who have triggered a specific tag
- Unique 48-hour customer journeys based on how the user enters the account or triggers the journey
- E-commerce mini programs with personalized search results, coupons, and shipping information
- Template messages such as replenishment reminders and shipping notifications
- High-touch clienteling through WeChat Work
April 23rd: WeChat for Financial Services: How to Attract and Convert Your Target Client
Speaker: Michelle Chen, Customer Success Manager
As digital transformation alters the competitive landscape of the financial services industry, consumers will continue to expect higher accessibility, faster services, and a more seamless omnichannel experience.
Yet the Chinese market is drastically different from the rest of the world in terms of digital transformation. Not only do they expect what’s listed above, they want it available on WeChat.
In recent years, the super-app WeChat has transformed into what is essentially an operating system for Chinese people’s daily lives and, as such, they have become accustomed to interacting with brands and institutions on WeChat as opposed to websites and standalone apps.
There is no question - financial services firms that want to succeed in the China market must undergo digital transformation on WeChat.
In this webinar, learn how to set up your firm’s Official Account to attract and convert your target client.
We will share how to:
- Engage new users from the moment they follow the Official Account
- Increase conversions with customer journeys and personalized content
- Have Relationship Managers directly connect with clients on WeChat while staying compliant
- Bring the entire account registration process on WeChat using mini programs