He says a sense of urgency and fun is created as users rush to ‘grab’ red packets as they appear in their feeds. Napoleon Biggs, co-founder & commercial director at Purecomm Retail Software, says the gamification element around a cultural practice to draw awareness to the wallet in Hong Kong is very clever. (In this market, the red packets are known as ‘lai see’). WeChat has used this same concept to launch its Wallet in Hong Kong. Red packets can also be sent between individuals. Each person in the group then receives a red packet with a randomly allocated amount. Payment is handled by WeChat Pay and then authenticated with the user’s pin.Ĥ. The user fills in the number of red packets they want to send within the group, how much money, and attach a greeting.ģ. Red packets can be sent from within a chat in the same way a user would send a photo.Ģ. This year, that figure ballooned to 8 billion red packets on Chinese New Year’s Eve alone.ġ. Chinese New Year lucky red packetsįor Chinese New Year, WeChat offers a lucky red packet (hong bao) feature, which has grown in popularity over the years.ĭuring Chinese New Year 2015, WeChat says it delivered more than 1 billion red packets. How is WeChat Wallet being marketed to international audiences? 1. Secondly, CNCBI demonstrates an innovative edge in adopting WeChat as part of a marketing strategy – not something banks in Hong Kong are traditionally known for.
Firstly, it is able to target a younger demographic of users on WeChat. This is a clever marketing ploy for the bank. Users do not need to be an existing customer of the bank to access the promotion. It is offering a 50% promotional discount on its travel insurance package when purchased through the WeChat app. This password will be used for every transaction made through the user’s wallet feature.Ĭhina CITIC Bank International (CNCBI) is one of the first brands to give WeChat users in Hong Kong a Wallet e-payment option. To use WeChat Wallet in Hong Kong, users connect a credit card (currently MasterCard or Visa) to their WeChat accounts. Currently, Wallet users in Hong Kong have access to ticket and transport purchasing services and travel products only. This latest version however, gives unrestricted use of the Wallet’s capabilities. A restricted version was launched in Hong Kong last year, in partnership with UNICEF. In Hong Kong, the service is being marketed as WeChat Pay. Some of us outside of China have been wondering when the Tencent-owned app would open its wallet to international markets, and why other global messaging apps, (read Facebook here) haven’t followed suite.īut this month, Hong Kong joined South Africa as the first two international regions to have full access to the wallet capabilities. In a nutshell, the WeChat payment service in China allows users to pay for products without having to exit the WeChat app. Vendors, including Uniqlo and McDonald’s can also facilitate in-store payments by scanning a QR code from the user’s mobile phone.
0 kommentar(er)
