A Ruder Finn study released this week finds that social media strongly affects Chinese luxury shoppers’ purchase decisions, and WeChat has the greatest influence of all platforms. Fifty-eight percent of survey respondents in Mainland China said WeChat influences their brand choice. Named a Winner in L2’s Winners & Losers series, WeChat is growing at a rate of 25% in the past year (faster than any other Western or Eastern platform).
Users are excited about this platform built on a commerce DNA, but brands following? L2’s Intelligence Report: Social Platforms finds that brand participation (44%) on the platform lags behind Sina Weibo (60%) and others. However, growth in brand adoption of WeChat is higher than any other platform.
What categories can benefit the most from WeChat? Being a pioneer in social commerce, WeChat offers features such as payments, geolocators, loyalty and sampling programs, contests, live chat, and click-to-call. Beauty brands have the highest views and likes on the platform by far, perhaps due to the sampling and loyalty features.
L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List