Name He Nan Student number 26855429 Title of degree and pathway Master of Global Media Management Date 18th May 2015 Personalized marketing More than 110 kinds of version ID: 830402
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Slide1
----Marketing thinking behind the WeChat Lucky Money
Name: He NanStudent number：26855429Title of degree and pathway：Master of Global Media ManagementDate：18th May 2015
Personalized marketing
Slide2More than
110 kinds of version440 million4 year1.12 billion20 language versionGlobal total registered account number
A
ctive accounts
monthly
C
over more than
200 countries and regions
WeChat
Slide3WeChat Lucky Money
A mobile-payment feature that developed by Tencent and launched on January 27th, 2014.Made breakthrough in the 2015 spring festival.
Slide4Giving
the lucky-money and word wishes to individuals or in own groups to friends.Paying the amount through the ‘WeChat payment’ system.During the short term of a spring festival, there were 200 million of bankcards that were successfully bound to Tencent.
Slide5Research method
EthnographyP2P InterviewsObservations20 Chinese international studentsstarts from New Year’s Eve to the seventh day of the lunar New Year
Slide6WeChat’s general marketing methods Research FindingsDrift BottlePeople NearbyScan QR CodeShakePublic Platforms--SubscriptionsPropelling advertisements through Movements WeChat Lucky Money activities key characters
H
umanized marketing, with properly controlling the mental activities and behaviors of customers.
Slide7Personalized marketing behind
WeChat Lucky MoneyElectronic commerce and mobile payment, which has been popularized for a period of time, would positively impact WeChat, which has a large number of popularity and creditability. The operation process of WeChat Lucky Money is sample, convenient and intuitive. The lucky money can be given to the group or individuals. Additionally, the luck flight group is much more popular. The system will generate the lucky-money envelopes with different amount of bonus by random algorithm after user set both the number of envelopes and the total amounts. People who grab the lucky-money envelope scan withdraw the amount from own debit cards. Creditability
Convenience
Slide8WeChat has a great social communication chain, which is also called the link and flow of people. The WeChat
Lucky Money, which is more like a social communication game that adopts random algorithm to allot the amount in each lucky-money envelope. And hence people who grab the lucky-money envelopes would receive different amount of money. This concept of sending random amount contained lucky-money envelopes leads flaunt, upset, topics, and stimulates the initiative sharing and communication of users. The value of social communication
Slide9Nowadays, gamification is a better way to stimulate the desire of communication in young people. Especially, money is involved in the process of gamification. Additionally, Grabbing lucky-money envelopes would bring forward an instant activity in the WeChat groups, and stimulate the desire of communication.
The key idea of the viral marketing is to utilize customer to promote products to other customers.GamificationViral marketing
Slide10Research
about the mental activities and behaviors of customersInitially, the WeChat payment is promoted to various online communication platforms such as websites, micro-blog by several methods include the user-generated content and self-diffusion, utilizes the interaction between these platforms to spread its influences.Secondly, it is important to seize the mental activities of users, Therefore, it is also defined that the activity of the WeChat Lucky Money is the personal experience, emotion and empathy of users.In addition, the WeChat Lucky Money becomes a marketing tool to some enterprises, Some enterprises prepared numbers of envelopes with equal amounts, and utilize this postscript action to enforce users to leave the messages such as ‘the best wishes to XX corps.’ once they grabbed the envelopes.
Slide11the marketing of WeChat Lucky
Money under the mobile network environmentpredominance and weakness analysis
Slide12P
redominance analysis Since the WeChat Lucky Money has been launched, there is nearly no negative feedback from users. As WeChat is an application for social communication.The WeChat Lucky Money feature can only be achieved depending on the developed network relationships of its mother platform, WeChat.Facilitating the marketing of business for searching and locking the group of target clients.Excellent platform and Low Costcontentsdiversifiedform of the WeChat Lucky Money
flexible
amount in the lucky-money envelop
mysterious
R
aise
the interests of users
Word of mouth
Slide13weakness analysis
The popularity of grabbing lucky-money envelopes would trigger the formation of a complex and messy situation to the network. Iphishing websites for grabbing lucky-money envelopes, mobile phone Trojan, phishing WIFI, friend impersonation, would threaten to the security of bankcards. A short time of developmentThe business would only gain a little amount of financial outcome by using the WeChat Lucky Money for marketing in this short term.This time for business promotion through the WeChat Lucky Money is limited. The way of mobile payment and the marketing strategy of lucky-money are easily to be duplicated. In other words, the usage of WeChat payment and its cooperative business would be threatened once the WeChat payment is outdated or it is instead by other fresher marketing tools. Fierce competitionSecurity problem
Slide14Conclusion
The innate character of the product marketing thinking of the WeChat Lucky Money.The product marketing strategy depending on the Internet thinking.designs of business model and product lineproduct developmentbrand positioningbusiness developmentcustomer servicesEnterprisesMaking great efforts on the facilitation of products, and especially care is taken to eliminate the fear of the older aged customers to the technological products.GovernmentMaking great effort on the development of a safe and reliable consumer information environment by supervising the network activities under the rule of law, cracking the various criminal activates driven by internet rigorously.
Slide15Reference
Feng, D. 2015. WeChat: Shaking China [Oline]. Available at: http://chinamediacentre.org/2015/WeChat-shaking-china/ [Accessed: 25 February 2015].Hannerz, U. 2003. Being there... and there... and there! Reflections on multi-site ethnography. Ethnography 4(2), pp. 201-216.Helm, S. 2000. Viral marketing-establishing customer relationships by 'word-of-mouse'. Electronic markets, 10(3), pp. 158-161.Zhu, R. 2015. How do Chinese online platforms celebrate Chinese New Year? [Oline].Available at: http://blog.kawo.com/post/111821061878/how-do-chinese-online-platforms-celebrate-chinese [Accessed: 25 February 2015].
Slide16Thanks
！