Melbourne | 11 - 12 October, Crown Conference Centre
Sydney | 21 - 22 November, Rydges World Square

ACBW WeChat Workshop

ACBW WeChat Workshop

2:00PM – 5:00PM

Wed 11th Oct 2017, Crown Conference Centre Melbourne
Tues 21st Nov 2017, Rydges World Square Sydney

WeChat Workshop presented in partnership with Bastion S+Go

China is world’s largest consumer market and brands from across the globe are competing to succeed in it.   With over 900 million monthly active users, including over 1 million users in Australia, WeChat is one of China’s most powerful social media mobile platforms.  For businesses targeting Chinese consumers, WeChat is not an option, it’s a necessity!


This workshop will provide a unique introduction to WeChat and how to use WeChat to target, cultivate relationship and communicate with Australian Chinese and mainland China markets.

ACBW WeChat Workshop Schedule

1:30PM – 2:00PM


2:00PM – 2:30PM

Why WeChat

  • Why is WeChat China’s most powerful and important online platform?

  • How does the WeChat ecosystem all fit together?

  • Latest statistics, data and trends on WeChat usage habits, e-commerce and payments.

Melbourne & Sydney Presenter

Tom Parker
Partner, China Advisory, Bastion S&GO

2:30PM – 3:00PM

WeChat Official Accounts

  • What are WeChat official accounts good for?

  • Official account types: advantages & disadvantages of each.

  • Set up and registration processes. Typical budgets for account management.

Melbourne Presenter

Leo Lian
Managing Director, Lion Media Group

Sydney Presenter

Benjamin Sun
Managing Director, Think China

3:00PM – 3:30PM

Important Features & Recent Updates

  • What can you do in WeChat?

  • Recent Updates

  • Mini program QR codes

    • WeChat Labs

      • Top Stories

      • Search

    • Moments Ads

Melbourne Presenter

Allan Qiu
Managing Director, Stone Drum

Sydney Presenter

Ophenia Liang
Managing Director, Digital Crew

3:30PM – 4:00PM

Using WeChat as an Export and E-Commerce Tool

  • Get initial market feedback by checking the ‘buzz’ on a product category or brand

  • Setting up a WeChat store

  • Understand how payments and e-commerce work via WeChat

  • Chinese e-payment providers

  • Effective sales strategies & typical conversion rates

  • Post-sales logistics considerations

Melbourne & Sydney Presenter

Dr Mathew McDougall | 赵马修
Founder & Executive Chairman, Digital Jungle

4:00PM – 4:15PM

Coffee Break


WeChat Pay

  • What is WeChat Pay for end users

  • What is WeChat Pay for business

  • How can non-Chinese apply for WeChat Pay (for individual)

  • How to create WeChat cross-border payment account (for non-Chinese companies)

  • Why WeChat Pay matters

4:45PM – 5:15PM

WeChat Marketing Strategies and Tactics

  • How to generate traffic on WeChat, from within and from outside of China

  • Turn a follower into a buyer

  • How to implement effective and affordable Online to Offline marketing campaign

  • Learn how to position your brand

  • The most popular and useful third party tools

Melbourne Presenter

Roy Xie
Managing Director, ADCESS

5:15 PM – 5:45 PM

Panel Discussion:
What Works, What Doesn’t Work – WeChat Marketing Case Studies

  • What is the best approach for your business

  • Q&A

  • Wrap up

Melbourne & Sydney Presenter

Tom Parker
Partner, China Advisory, Bastion S&GO

Disclaimer: Please kindly note that this program is for reference purpose only and may be subject to change on the day of the event. Australian Business Forum reserves the right to change and amend the program accordingly.

An introduction to WeChat

The app is a trailblazing poster child for the new internet messaging era. China is considered to be years ahead of the rest of the world in social messaging. Hail a taxi, split the bill in a restaurant, purchase a cinema ticket, invest in financial products, read the news, follow their favourite brands, transfer money to their friends, go shopping online, meet new friends nearby, ALL THIS and more can be done by Chinese within 1 app: WeChat.

Key Statistics

The traffic on WeChat is immense:

  • 846 million monthly active users
  • 570 million daily active users
  • Valuation: $83.6 billion
  • 10+ million official accounts opened for businesses
  • The average WeChat user reads 7 articles (equivalent to 1 novel) per day on WeChat
  • WeChat accounts for 35% of all time spent on mobile in China 31% of WeChat users make e-commerce purchases through WeChat. Up from 15% in the previous year. (McKinsey’s 2016 China Digital Consumer Report Survey).
  • Estimated monthly payment transactions per WeChat user is 53. In comparison, the estimated number for American Debit and Credit Card holders is 24 and 10 respectively
  • 36% of users open WeChat for more than 30 times per day 2016).