China’s potential when it comes to expanding an association’s reach lies in the numbers: this country is home to 1.4 billion people – 18 percent of the world’s population. But it is also a complex reality that has only begun opening to Western business. If an association wants to enlist new members and generate more revenue, it dive in the local tools and habits.
Because of the Foreign Nongovernmental Law of 2017, it has become challenging for associations to gain new members in China. However, Chinese citizens can still join an association virtually. Enters WeChat, the most popular Chinese social media, with an average of 570 million users every day.
With no access to Facebook, Instagram or Twitter, WeChat serves a variety of purposes. Its basic feature is being a messaging app. People use it as their main communication channel, even preferring it to business emails.
is much more than that. WeChat can be defined as a multi- app, with many services integrated within one platform. This ‘super app’ can be used to book appointments, make payments, order food etc. It’s like Facebook, Skype, Amazon, PayPal, and Apple Wallet combined.
can take advantage of this by creating their own mini-program and leverage on its massive user base of more than 1 billion.
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WeChat is worldwide, even though 90% of its users are located in Mainland China. Here is a caveat to remember if you decide to open an official account: you need to have a representative office registered in the country. In this case, having the support of a local association or a company within the same field can be helpful.
As you might have understood by now, WeChat is an ecosystem on its own with a lot of marketing potential, indeed. But it also has a lot of functions and tools that might require time investment to fully grasp. For this reason, we advise associations to hold a mid to long-term view on their ROI. Engaging an online audience and driving attendance don’t happen overnight. Here, we made a list of what is important to remember if you decide to invest in this social media.
The way this social network permeates every aspect of Chinese society can be surprising for Westerners. But if you want to grow your association’s reach in the country, it is a force to be reckoned with.