We talked about WeChat in the last edition of the S3 Newsletter and, in fact, answered the question asked in the title of this article.
But following a question from a reader, we realised that it would be useful to go into more depth on this subject.
When entering the Chinese market, most European SMEs partner with Chinese companies. These Chinese partners will help them with the import, distribution and marketing of Western products in China, as they are very familiar with the Chinese market.
In many cases, the Chinese partner will suggest the creation of an official WeChat account on behalf of the foreign principal.
But is this something you would let your Chinese partner do?
Our position is clear: NO! You need to make sure you control what happens to your brand in China and you should not let your Chinese partner manage your social media in China.
Or at least, if you let your Chinese partner manage your marketing, make sure you set the conditions and know what they are doing.
And important: you should maintain ownership of your brands and social media accounts, if necessary, by working with third parties, so that in case the cooperation with this Chinese partner ends, you remain the owner of all intellectual property rights, marketing content and… followers.
Through the official WeChat account, you can create an online community where you share information about your company and products, and consumers can post their experiences and invite their friends to follow your WeChat account.
Source: https://www.mychinaweb.com
