新兴产业7.pptx

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1、Emerging Industries,Unit 6,Unit 7 WeChat Business 2,1. Intensive Reading,In China there are currently approximately 650 million active WeChat users, which is increasing at a massive rate day by day. Some non-Chinese WeChat users rate its usability above popular social messaging favorites such as Wha

2、tsApp, Line and Viber. It seems that its creator Tencent has managed to outpace its rivals in its development of highly useful additional features, while not incurring a downside on its ease of use as a messaging tool. The app is now so popular in Chinas bustling cities that young urbanites are ofte

3、n no longer exchanging phone numbers, but heading straight for the mobile platform as their default form of keeping in touch.,1. Intensive Reading,Why? If you lose your phone it could take you hours or days to get your sim card replaced and you may well lose some contacts in the process. If you use

4、WeChat you could simply sign into your account on another device immediately and all your contacts will be available to you with little or no disruption. It should also be noted that WeChat has a rather nifty version available both online and downloadable for both PC and Mac.The app is now so popula

5、r in Chinas bustling cities that young urbanites are often no longer exchanging phone numbers, but heading straight for the mobile platform as their default form of keeping in touch.,1. Intensive Reading,The largest demographic currently using WeChat are young urban residents. This just happens to b

6、e the social group with the highest figures for making purchases using digital platforms in China. The Chinese youth are internet savvy and many have an increasing level of disposable income. This is a potent for companies who are considering WeChat for business. Marketing, sales of physical product

7、s and the pre-payment or booking of products and services are all available on the platform to companies registered in China. This includes Chinese businesses, joint ventures, as well as foreign companies (WFOE) in China.,1. Intensive Reading,WeChat is a much more social tool than Weibo. Weibo opera

8、tes much like Twitter in that feeds are created to allow users to receive information as it is pushed out by chosen channels. WeChat is primarily a text audio and video service between private users or small privately invited groups of up to 500 people. Users can extend their reach by posting moment

9、s which are a stream of images, text and links that are available only to their exclusive contacts network. In this way WeChat has made itself a much more potent tool for reaching tighter knit groups. The downside for business is that because it is a chat app, marketing to each group is completely p

10、ermission based. WeChat is not generally somewhere to meet virtual friends, and consequently has a more limited viral impact. WeChat does have features that allow random parties to become friends, but this type of use is fairly limited.,1. Intensive Reading,Forwarding can only be done inside the use

11、rs groups, so virality is a more complex task than on Twitter and Weibo where posts can be automatically received by an almost unlimited number of followers. Accessing any WeChat group can be tougher from a marketers point of view, but once you are in you have a more personal and direct influence th

12、an on many other platforms. Chinese consumers on the whole tend to be more influenced by their peers than the average Western market and especially WeChats younger user base. This further reinforces the potential power of using WeChat for business when seeking to influence smaller groups and communi

13、ties.,1. Intensive Reading,WeChat is still discovering how best to go about using its potential as a payment platform in China. So far it has moved into B2C payments in areas such as plane tickets, movie tickets and taxi fares. Payments are currently made by scanning an offline or online QR Code. Pa

14、yments can also be made inside a shopping platform contained within the app. Users link their bank accounts to WeChat and then payments are confirmed by using a user defined pin number.,3.Language & Knowledge Points,Language Points: Outpace Downside Nifty Savvy foward,Language & Knowledge Points,原句：

15、It seems that its creator Tencent has managed to outpace its rivals in its development of highly useful additional features, while not incurring a downside on its ease of use as a messaging tool. 1.outpace It means to surpass or exceed, as in speed, development, or performance. “Out-” as a prefix of

16、ten means to “win over”, such as outwit or outsmart, which means “to get the better of by superior ingenuity or cleverness”. 2.downside It means “a discouraging or negative aspect”. By contrast, upside means “an encouraging or positive aspect”.,Language & Knowledge Points,原句：It should also be noted

17、that WeChat has a rather nifty version available both online and downloadable for both PC and Mac. 3.nifty It means “very good”. 原句：The Chinese youth are internet savvy and many have an increasing level of disposable income. 4.savvy It means “experienced, knowledgeable, and well-informed”. Those who

18、 are internet savvy are those having a good knowledge of the Internet.,Language & Knowledge Points,原句：Forwarding can only be done inside the users groups, so virality is a more complex task than on Twitter and Weibo where posts can be automatically received by an almost unlimited number of followers

19、. 5.foward It means “转发”in Chinese. Other frequently used expressions in Social Network System include: 关注 follow 取消 unfollow 粉丝 follower 分享 share 回复 reply 转发 repost/retweet/forward 评论 comment 加好友 friend 删除好友unfriend 私信 private/direct message 朋友圈 Moments/ Friend Circle,Language & Knowledge Points,di

20、sposable income: Disposable income is total personal income minus personal current taxes. It should not be confused with discretionary income, which refers to disposable income, minus all payments that are necessary to meet current bills. It is total personal income after subtracting taxes and typic

21、al expenses (such as rent or mortgage, insurance, medical, transportation, property maintenance, child support, food and sundries, etc.) to maintain a certain standard of living.,Knowledge Points,Language & Knowledge Points,WFOE: It is short for “Wholly Foreign Owned Enterprise”. B2C: It is the abbr

22、eviated form of “Business to Consumer”, which means Business that sells products or provides services to end-user consumers. 有缘学习更多+谓ygd3076考证资料,Language & Knowledge Points,QR Code：QR code (abbreviated from Quick Response Code) is the trademark for a type of matrix barcode (or two-dimensional barcod

23、e) first designed for the automotive industry in Japan. A barcode is a machine-readable optical label that contains information about the item to which it is attached. A QR code uses four standardized encoding modes to efficiently store data. The QR Code system became popular outside the automotive

24、industry due to its fast readability and greater storage capacity compared to standard UPC (Universal Product Code) barcodes. Applications include product tracking, item identification, time tracking, document management, and general marketing.,1) Its much better to use the manual retweet process th

25、an do automated retweeting, because manually retweeting allow you to add your own message. Twitters retweet button simply _ the message you saw to all your followers and it appears in the exact same format as you saw it. A. forward B. repeat C. relay D. transmit 2) _ is higher than _ within the same

26、 household because expenses of necessary items are not removed from the _. Both measures can be used to project the amount of consumer spending. However, either measure must also take into account the willingness of people to make purchases. A. gross incomeB. discretionary income C. disposable income D. income taxes 3) _ might seem old school in the fast-paced world of digital marketing, but in China, they have transformed communications app WeChat into a world-leading example of mobile social commerce. A. CG codes B. GPS codes C.PDF codes D. QR codes,3. Exercise,