Social media is seen as a must-have channel for marketing in China. But China's "go-to" platform, Sina Weibo, is losing traction, especially for commercial purposes. WeChat, the current social media favorite, has many restrictions for commercial promotion. Meanwhile, Tmall has its own social medium, WeiTao, which Chinese consumers use specifically for social e-commerce. Here's a closer look at China's ideal channel for focused social marketing.

1. Weitao
A combination of
e-commerce and
social media

2. Not all socials are created equal.
Just as you wouldn’t
market a paper
shredder at a book
club, it’s probably not
a smart idea to
advertise on any and
every Chinese social
media site…
Instead, identify your
target customer.
Then, take advantage
of one of China’s
“focused portals”, or
topical sites where you
can flaunt your
products to people
who actually care.
That’s where Weitaocomes in…
the perfect blend of targeted e-commerce and social exchange.

3. So, how does Weitao work exactly?
First, download
Taobao’s mobile app,
then click on the “微
淘” icon, highlighted
in red on the bottom
left.
Next, click the
“发现” ( or “discover”)
button on the upper left
to select from four
different options.

4. Weitao’s complete user experience.
On this page, users can
browse through relevant
fashion news to enhance
their shopping
experience.
Weitao reels customers
in by providing a fun,
convenient platform for
shopping.

5. The “what’s
happening” page
allows users to
check out the
hottest posts from
that day, along
with popular
storefronts.
Weitao’s complete user experience.

6. How to follow or add a favorite.
Users may search for
specific stores via the
search bar listed
under 发现, or by
simply clicking on a
featured image.
Once you’ve landed on
a product page, click
the star icon to
“favorite” that page.
To “follow” a brand,
click “关注”.

7. Weitao’s ecommerce function.
After you follow
(关注) your first brand,
you will be able to view
the teal bar featured on
the top of the
screenshots shown.
The first two options,
“全部” (news) and
“上新” (new
products), ONLY
feature news related
to brands the user has
already followed.

8. The next two options,
“优惠” (products on
sale) and “推荐”
(recommendations)
ONLY feature brands
that the user has not
yet followed.
Weitao’s ecommerce function.

9. To visit a storefront, users
may scroll to the bottom
of a page and click on the
link to go to a brand’s
homepage to view more
products (see Forever 21
link on the left).
Weitao’s ecommerce function.

10. Simply scroll down to
see product pictures
appear.
Click on a photo to
transfer to the product
page with purchase
information.
Weitao’s ecommerce function.

11. Weitao establishes an interactive network between brands and users.
…while users have
their own page too!
Weitao’s social media function.
Brands can
create their
own home
page…

12. Brands can easily see which users liked or commented on different
posts. Users can share products and posts by using SMS.
Weitao’s social media function.

13. Weitao’s social media function.
Thus, Weitao is the
perfect place to do
content marketing.
Brands can launch new
products, post articles,
and communicate
directly with
customers!

14. Social media
Weitao: A Match Made in Heaven
With Weitao, you can finally have it all.
E-Commerce

15. Create your own Weitao page today
and start building a focused network!
www.taobao.com

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