On July 22nd, 100 people bought a car on WeChat. This is easily one of the most interesting WeChat ecommerce case studies to date. How were the cars sold? What sales techniques did they use? Why was this campaign such a success?
100 limited edition MINI Cooper, a total value of 30 million RMB, sold via the WeChat account of mega popular fashion blogger Becky Li (黎贝卡).
She has attracted sponsorship deals from an impressive lineup of international luxury and beauty brands including Chanel, Dior, Burberry, Gucci, and Hermès. As a fashion and shopping blogger Becky Li certainly reached the upper levels of China’s massive influencer economy.
In China they are more commonly referred to as key opinion leaders (KOLs). The bloggers posts about what designers they’re wearing and what products they’re using in an attempt to influence both the taste and shopping habits of millions of upper-middle class followers. They produce on average four times more views and close to eight times more engagement than the brands’ own accounts on WeChat, according to L2’s China: KOLs Insight Report.
This particular campaign had the “Perfect mix”
Becky Li is not a sales woman, nor is she an expert on cars, and yet this campaign managed to convince 100 people in under 5 minutes! How you may ask, well it was a clever mix of the right content for the right audience:
- For her more impulsive followers, she evoked their emotion by quoting a review from a follower who was a full-time mother.
- For her rational followers, she listed the practical features and functions, and subtly slipped in a celebrity testimonial.
- For those pursing lifestyle purchases she threw in an exclusive hand-over ceremony and cocktail party.