WeChat is the China platform Western brands are “salivating” over, according to L2’s 2015 Social Platforms study. The mobile social platform has 600 million monthly active users mostly in China, where social commerce is in full bloom. (The number of social commerce sellers in China has grown 24% since 2014.) And even consumers who don’t use the platform to make purchases, use it for product research and discover. Thirty-five percent of people who frequently use O2O service, use WeChat as their primary platform for discovery.
Brands are well aware of the platform’s influence. Fifty-one percent of brands in L2’s Intelligence Report: Social Platforms are present on the platform. A few – like Burberry – are using the platform to reach consumers on the Chinese Lunar New Year (which falls on February 8th in 2016). Burberry’s WeChat account launched ‘A Lunar New Year Gift’ this week, which was an interactive messaging service that users WeChat’s native app functions – tapping, swiping, and shaking – to unwrap a few of the brand’s iconic gifts. Users could also create and personalize digital Lunar New Year envelopes to send to friends and family to celebrate the holiday. Burberry encouraged users to send envelopes by giving them a chance to win limited edition physical Burberry Lunar New Year envelope.