By Emily Qiu
If you’re selling luxury massage chairs, high-end appliances, or premium health products, chances are the purchase decision is a family affair. The initiator, the buyer, and the end user are often not the same person – each relies on different platforms to gather information and form opinions. If your marketing only speaks to one of them, you risk losing the sale.
Sound tricky? Don’t worry. Here’s the proven strategy businesses can use to boost your marketing performance and drive real sales.
Why Red and WeChat are the Perfect Pair
In regard to marketing, RED and WeChat aren’t rivals – they’re the dream team. One sparks interest, the other builds trust. When used together strategically, they form a powerful marketing engine that resonates with every generation in the household.
RED is where desire begins. It’s the go-to platform for younger, trend-conscious consumers looking for inspiration. Lifestyle content thrives here, unboxing videos, “day in the life” posts, and aspirational setups make people think, “I want this in my home.” For brands, this means showcasing products in real-life scenarios, partnering with micro-influencers for authentic reviews, and creating visually engaging content that sparks curiosity.
WeChat, on the other hand, is where trust is earned. Older family members – who often hold the purse strings – turn to WeChat for reliable, in-depth information after being introduced to the product by younger relatives. They read long-form articles, watch detailed product demos, visit official brand accounts, encounter promotional information, and forward these in family group chats. That’s where final decisions are made.
It’s Not Just Presence – It’s About the Right Strategy
Having a presence on RED and WeChat is essential, but true success comes from creating a loop that connects these platforms smartly. Here’s what to consider:
1. Understand Role Dynamics
Different platforms serve different roles in the decision-making process. That’s why it’s critical to identify your entry point. For instance, in the case of premium refrigerators, a RED campaign targeting young homeowners with stunning visuals and influencer reviews can ignite interest. A well-managed WeChat official account can play a crucial role through a series of targeted articles, persuasive content from different angles, and timely seasonal promotion alerts. Brands can guide potential customers toward the final decision, gently nudging them to take action when the time is right.
2. Match Content to the Funnel
In a marketing campaign, content should be tailored to the unique audience and characteristics of each platform to effectively guide consumers towards a purchase decision. For instance, a younger family member might discover a massage chair on RED through visually appealing content and influencer recommendations, while a parent may be persuaded by promotional offers and in-depth information on WeChat. When these family members come together to discuss the purchase, each brings input shaped by different platforms.
3. Tap into Seasonal and Emotional Moments
Family purchases often peak around key life events and cultural festivals – Chinese New Year, Mid-Autumn Festival, or even sending a child off to university. Aligning your campaign with these emotional and timely moments increases its relevance, resonance, and results.
Want Results? Talk to Chin Today
If you’re planning your next campaign and want to reach Chinese families with real buying power, you don’t have to do all the heavy lifting alone. Team up with Chin Communications, we’ll help you connect the dots and convert attention into action.
Contact us today at info@chincommunications.com.au or call us on 1300 792 446.