WeChat: where messaging goes beyond conversation

Our encounter with Enrico Plateo, Business Development Manager Europe for Tencent, helped us understand the challenges encountered by WeChat on the Chinese market but that’s not all.

There are 1 million transactions per minute through WeChat Pay.

- WeChat is used an average of 3 hours a day by the Chinese users
- Estimates say that less than 10% of website visits come from a computer in China in first tear cities

“It is really important to put users at the heart of the experience. They feel valued when you exchange content with them in both the physical and digital world.”
Enrico Plateo, Business Development Manager Europe for Tencent


Differences between the Chinese and European markets but common needs

According to Enrico Plateo, the shopping experience happen on mobile devices in China. The Chinese users are way more accustomed to credit cards and digital payments than the Europeans like Italians who still mainly use the physical currency.
The Business Development Manager Europe from Tencent believes you need to connect the digital and physical worlds to create an optimal shopping experience with, for example, wall experiences in physical shops allowing visitors to interact directly with the content.
The perfect conversational marketing experience using WeChat according to him? Pictures from soccer fans broadcasted throughout the stadium during a game. In other words, users providing and creating pieces of content!
And how can you provide users with quick answers? Combining chatbot responsiveness with human experience.

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