----Marketing thinking behind the WeChat Lucky Money Name: He Nan Student number : 26855429 Title...
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----Marketing thinking behind the WeChat Lucky Money Name: He Nan Student number : 26855429 Title of degree and pathway : Master of Global Media Management
----Marketing thinking behind the WeChat Lucky Money Name: He
Nan Student number 26855429 Title of degree and pathway Master of
Global Media Management Date 18th May 2015 Personalized
marketing
Slide 2
More than 110 kinds of version Global total registered account
number Active accounts monthly Cover more than 200 countries and
regions WeChat
Slide 3
WeChat Lucky Money A mobile-payment feature that developed by
Tencent and launched on January 27 th, 2014. Made breakthrough in
the 2015 spring festival.
Slide 4
Giving 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.
Slide 5
Research method Ethnography P2P Interviews Observations 20
Chinese international students starts from New Years Eve to the
seventh day of the lunar New Year
Slide 6
WeChats general marketing methods Research Findings Drift
Bottle People Nearby Scan QR Code Shake Public
Platforms--Subscriptions Propelling advertisements through
Movements WeChat Lucky Money activities key characters Humanized
marketing, with properly controlling the mental activities and
behaviors of customers.
Slide 7
Personalized marketing behind WeChat Lucky Money Electronic
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
Slide 8
WeChat 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
Slide 9
Nowadays, 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. Gamification Viral marketing
Slide 10
Research about the mental activities and behaviors of customers
Initially, 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.
Slide 11
the marketing of WeChat Lucky Money under the mobile network
environment predominance and weakness analysis
Slide 12
Predominance 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 Cost contentsdiversified
form of the WeChat Lucky Moneyflexible amount in the lucky-money
envelopmysterious Raise the interests of users Word of mouth
Slide 13
weakness 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 development The 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 competition
Security problem
Slide 14
Conclusion 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 line product development brand positioning business
development customer services Enterprises Making 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. Government Making 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.
Slide 15
Reference 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].