Wechat social marketing value had risen quickly since the launch of Wechat 5.0, an increasing number of enterprises laid emphasis on Wechat marketing. Quite a lot of third-party developers transferred their focus from Weibo to Wechat platform, catering to the growing demands of Wechat official account management.

But, how did Wechat users search for public accounts?

According to CNNIC, five major ways of searching a Wechat official account were: keyword, QR code scanning, friend recommendation, friend circle sharing and Weibo enterprise account. Wechat users tended to search actively rather than passively, to avoid information noise.

When users search for their interested keywords, though it seems to meet consumers needs the best, they will probably still  be stuck with two exceptions. One is that the extension of keyword is too wide, too many search results increased users’ sunk cost. The other is that the keyword is too exact to have any search result. Therefore, how to name your Wechat official account is tactical, as well as tricky.

First, avoid using uncommon words and find short, memorable words to be your account name. Second, try to make your account rank top in the automatic search and optimize your keyword match types. Wechat official platform only provides a search box for public accounts, giving the initiative totally to Wechat users. With better user experience, Wechat grasps their hearts in this information explosion era.

When users browse friend circle, they could share their interested content to their friend circle, and send it to their friends or check the public account. Wechat official accounts get propagandized during dissemination. Content marketing becomes crucial in Wechat social marketing, you will lose the trust from Wechat subscribers if all you have is intriguing or misleading title.

Unlike keyword, QR code, friend recommendation and friend circle sharing these four methods, around 30% Wechat users would enter Weibo enterprise accounts name in Wechat official account search box. One advice for active Weibo enterprise accounts which plan to register Wechat official accounts is to be consistent in your account name. If you want to be creative in your Wechat official account name, you would make your Weibo followers at a loss searching for your Wechat official account.

Ericsson Consumer Lab published Chinese city telecom 2013 report, according to which China mobile broadband had become daily life necessity, more than 70% Chinese smartphone users surfed mobile internet in public transportation. App based mobile broadband services would cover every aspects of city life, improving city life satisfactory.

Besides, Chinese consumers had less experience of mobile broadband service than phone call. While the mobile broadband service user experience laid a huge impact on total user satisfactory degree, unsatisfied consumers possible drop-out rate was five times higher than satisfied consumers.

Consumers’ need for mobile broadband had been increasing, 60% said mobile could offer information they needed instantly; 51% consumers admitted that mobile could offer entertainments and they would feel bored without mobile; besides, 53% consumers regarded being reached at any time anywhere as very important.

Internet access was not limited to home and office anymore. More than half consumers gained internet access outdoor, smartphone users could use data plan at any occasion. Data showed that average daily time spent on transportation in big cities was 1.5 hours, smartphone played a crucial role in filling this period. 70% users would browse webpages on mobile, and social networks. And two thirds of smartphone users would communicate with family and friends on mobile.

In the chart above, it showed the global average and Chinese Wi-Fi and mobile broadband household penetration rate. Chinese mobile broadband household penetration rate increased 64% in two years, from 14% in 2011 to 23% in 2013. And Chinese Wi-Fi household penetration rate increased 600% within two years.

Consumers attitudes toward data plan changed over time, 18% Chinese consumers thought data plan could replace phone call and SMS. Among smartphone users, the percentage reached almost 30%. In the past year, 80% consumers used IM service everyday, more than one thirds of consumers reduced SMS usage.

The survey of Chinese mobile broadband satisfactory showed that price to be the biggest barrier, 69% smartphone users said that data plan price was still expensive. Call quality satisfactory degree surpassed mobile broadband speed, and customized service was the third most concerned aspect.

In the first half of 2013, China mobile e-commerce reached 53.2 billion yuan(USD 8.6 billion), with a YoY increase of 44.1%. It is expected to reach 130 billion yuan (USD 21 billion) by the end of 2013.

In 2012, the mobile e-commerce enterprises were 250.5 million. It is estimated to be 372.5 million in 2013. By the end of June 2013, the mobile e-commerce users reached to 78.05 million, to be 155 million by the end of 2013. The mobile shopping time was between 8 -10 am and 6-8 pm, most people during which were taking a bus or metro.

When asked why shopping on mobile devices, 54% said it was convenient to do mobile shopping, 28% believed they could find cheaper products and 5% did it just for fun.

The popularity of smartphone is the driving power of mobile e-commerce. At the same time, Tmall, Jingdong and Amazon launched their mobile app, increasing shopping frequency on mobile.

Mobile shopping is not limited by time or location, making mobile e-commerce be completed any time and anywhere. The bigger smartphone screen and better webpage design have improved user experience. The app development, QR code and mobile payment all contributed to shorten shopping procedures and improve mobile shopping convenience.

More and more e-commerce enterprises are going to compete in mobile market soon.