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WECHAT
ADVERTISING
https://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/
SHENG LI IS OFFERING
WECHAT ADVERTISING
ON THE WORLD STAGE
In the U.S., Canada, Asia, Western Europe, Australia and New Zealand
WECHAT ADVERTISING PRODUCTS
Display Banner Ad
• Promoted Campaign
• Promoted App
• Promoted Account Community Management
• Appear at the bottom of
official account articles • Official Subscription Account
• Official Service Account
• WeChat Official Account Customization
• Content Strategy
Moments (In-feed) Ad • Monthly Community Co-Management
Sheng Li is one of a few select agencies able to offer full national buys for
the U.S., Canada, Australia, New Zealand, Hong Kong, Taiwan,
Malaysia, Singapore, Japan, and Korea. (England, Italy, France, and
Germany are coming soon) This is the single biggest update since
WeChat launched its advertising feature.
Rate Card
Account Verification
Tourism Yes Hotels with casinos are not allowed to place ads
Telecommunication Yes
Transportation Yes
Electronics Yes
Clothing and Accessories Some Brands with a certain reputation / currently sold are allowed
Skincare and Cosmetics Some Only allowed with imported cosmetics hygiene permit
Banks Some Banks with Chinese entities are allowed; need credentials
Healthcare No
Cigarettes No
Business Services No
HOW WE ADVERTISE ON WECHAT
WeChat Direct Media Buy – Basic Campaign
Tag
Hyperlink
Subscription Verified
Verified Subscription Service Enterprise
Account Service
Account Account Account
(Individuals/Brands) Account
Broadcast message
displayed in subscription v v
folder
Broadcast message
displayed in WeChat v v
message page
Push notification v v
For enterprise
Reply to follower message internal usage.
v v v v
within 48 hours
Customized menus v v v v
WeChat APIs v
WeChat payment v
642.0M
QQ IM via smart devices
853M Users
16 Billion+
WeChat + Weixin Daily Traffic Qzone
573.0M
via smart devices
963M Users 640M Users
Value-added Service
95M Users Source: Tencent Q4 Report,
Data refers to # of Monthly Active Users
WeChat
Tencent’s Mobile Revolution
• WeChat (Chinese: 微信; pinyin: Wēixìn) is a mobile text and voice messaging app
developed by Tencent in China, first released in January 2011. As of February 2018,
WeChat has over 963 million active users. 80% users follow Official Accounts.
• Key features: Instant Messaging, Official Accounts, Moments (Timeline), WeChat
Payment and Public City Services (including utility bill payment or taxi hailing).
Moments
Wallet Subscription
s
Mobile QQ
China’s Earliest IM App
• Tencent QQ, popularly known as QQ, was first released in China in February 1999
under the name of OICQ (“Open ICQ”, a reference to the early IM service ICQ)
• QQ also offers a variety of services, including online social games, music, shopping,
microblogging, movies, platform of games, group and voice chat. As of 2015, there
are 853 million monthly active QQ accounts.
Messages
QQ Desktop Messenger
Contact
Qzone
One of the most active communities in China
• Tencent’s version of Facebook profile page. Qzone users are young, active,
wealthy, and avid sharers.
• 640 million monthly active users, 330 million daily PV, Y25-35 Core Audience
• All Qzone ads are native advertising.
• Video option available on Qzone Mobile.
My Qzone Page
• QQ Music is now the largest wireless music sales platform in China. It has the
highest daily downloads among China mobile's wireless music channel partners.
My QQ Music
• As the leading Chinese news portal, Tencent News topped the chart of the most
popular news apps in China with more than 220 million monthly active users.
• Out of 1.2 billion mobile web users in China, 70.3% of them, which is about 900
million, consumed news from mobile news apps in 2015, according to research
firm TalkingData.
News Homepage
Income / %
300 RMB
400 RMB
Lifestyle Consumption
• 25% users check WeChat over 30 times a day;
Entertainment
55.2% users check over 10 times a day
Official Accounts • WeChat has been a direct driver bringing in $1.76
Shopping billion in lifestyle spending, with entertainment
Travel
spending the largest portion at $943 million
F&Q
WECHAT’S IMPACT ON USERS’ LIFESTYLES
In-app Local Services & Brand Account
• 34.2% of WeChat users using its taxi booking service spend an average of
$16 or more a month
• 73.4% of official accounts that users follow are brand and media accounts
• 41.1% users follow official accounts to stay informed
Description
Brand
Banner
WeChat Moment – News Feed Hyperlink to HTML5 Site Engagement on HTML5 Site eCommerce Site
Scan QR code
to view the case
QZONE VIDEO AD CASE STUDY
Braun reached target of young and single
customers through Qzone videos
24 million 6% +
Impressions Total Click Rate
Kyle Chatterley
+1.604.424.9650
kchatterley@6Smarketing.com