In this new video, L2 Head of Research Maureen Mullen speaks about how brands should approach social media in China. China’s dominant social media platforms Sina Weibo and WeChat bring consumers closer to the end of the purchase funnel than Twitter and Facebook do. Therefore, amenities such as concierge services and loyalty programs can be very effective when integrated with social media. WeChat in particular has bridged that offline and online connection, something the likes of Facebook and Twitter have not yet been able to do.
Many brands have been very creative in taking advantage of WeChat’s capabilities. Coach, for example, has made all features of its China loyalty program available on WeChat. Other brands are using the platform for online customer service and linking it to their in-store concierge services, which are effective in driving foot traffic to luxury stores.