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Wednesday, October 23, 2019

Welcome to the Jing Daily WeChat Edition

Dear WeChaters, 
This week, we fly to Milan and check out its new WeChat official account. From there, we head to Shanghai Fashion Week and review Dior’s runway show and after party. We also explore how the live stream account, Xiaoxiaobao Mama, managed to sell 3.22 million RMB worth of products during a 2-hour-long WeChat live stream. Enjoy! 


—What's New—

The latest WeChat news gathered from top sources

SEA Milan Airports has launched its new WeChat official account, with a dedicated offer for Chinese tourists arriving in the Italian city. Every year more than half a million Chinese tourists arrive at Milan airports, which represent 39% of the total expenses made by Chinese consumers in Italy, followed by Rome (17%), Florence (9%) and Venice (6%). For this reason, SEA Group, the operator of Milan Linate and Malpensa airports, launched its official account on WeChat in partnership with Digital Retex (European WeChat official partner).
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 rotten apple 

Apple has come under fire for sending web browsing data, including IP addresses, to China's Tencent Holdings in the latest criticism of how the iPhone-maker operates in the world's most populous nation. For about two years, Apple has been sending data to Tencent as part of an iPhone and iPad security feature that warns users if a website is malicious or unsafe before they load it. The U.S. company checks addresses against an existing list of sites known to be problematic. That list is maintained by Tencent for users in mainland China and by Google for other regions, including in the U.S.
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 Listen up 
Anita Chan, the CEO of Compass Edge, shared her insights into reaching the post ‘90s Chinese travelers at the WIT Innovation Stage. She began by giving a peek into the life of a typical young city resident powered by WeChat, from the moment she wakes up till her day ends, using notifications to remind her of activities or buying things with WeChat Pay. “WeChat is not just a messaging like LINE, it’s not just for payment or just social media,  It’s an integration of all the things we touch on daily,” Chan explained.
Read More 

—The Campaign—

Recent noteworthy campaigns & case studies on WeChat Wiki

Maria Grazia Chiuri, the creative director of the Dior couture house, presented 14 exclusive Dior looks for China Shanghai Fashion Week. 
— The limited capsule collection was inspired by Rosa Mutabilis, a native species of rose found in Southwest China and Monte Verità, an avant-garde artistic community that was founded in the early 20th century in Switzerland.
— The Shanghai staging was an extension of the Paris concept. 
— The show was broadcast via Dior’s official account on Weibo, Huawei, TikTok, and Tencent’s WeChat, using 360-degree virtual reality technology. 
— Brand ambassadors like Jing Tian, Arthur Chen, Huang Xuan attended the show.
— In response to the recent incident in China, Dior reaffirmed its pro-Beijing attitude during the after-party and played “Me and Beloved Country,” a classic patriotic Chinese song.
28.9 million people followed the fashion show via a live stream. 
Our Take
Clearly Dior is doing their best to remain relevant in China given a couple of recent missteps there. But maybe a comment on Weibo sums it up best: “Dior showed a desperate desire to survive in China.”
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—Video of the Week—

In reference to TheCampaign (see above), here’s a video from Dior’s Shanghai fashion show featuring, “Me and Beloved Country,” a well-known patriotic anthem.
Click here to watch the video

Have a WeChat campaign you want us to feature? 
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—Deep Dive—

Must-read, in-depth guides, tutorials & reports


Sun Jing, the founder of the live stream account Xiaoxiaobao Mama, managed an impressive feat even by Chinese live streaming standards. Last August, she sold 3.22 million RMB worth of products during a two-hour-long WeChat live stream. And these results were not due to chance. In May, during her first WeChat live stream, she managed to sell 15,360 products worth a total of 2.16 million RMB. 
Read more

—System Update—

WeChat has updated four items in its guidelines on external links concerning social sharing features and user avatars. The new adjustments will take effect on October 28, according to the statement. 
— WeChat has banned posts that require users to ask contacts to repost, like, or click to open a link within the post to qualify for a discount or participate in a marketing scheme.
—  Another new rule forbids companies from making unauthorized edits to user avatar and nicknames.
—  Operations that require users to open another app or download a new app in order to obtain monetary rewards, physical prizes, and virtual prizes are also banned. 
— The update also widens its ban on fraudulent activity to include group-buying links, including lotteries or sales of goods with an obvious disparity in price and product value.

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Want to see what you have missed? Read more from the archive issues we have published.
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