MARKETS & INVESTING | Staff Reporter, Hong Kong

WeMine helps companies harness the potential and power of WeChat

Especially as a means to build a presence in China.

WeMine is a marketing technology firm specialises in developing an intelligent marketing suite on WeChat.

"Our vision is to build experience-centric social media marketing tools that make a marketer’s life easier," says Lala Tse, founding strategist and communications manager, WeMine.

Tse notes that most WeChat service providers offer template solutions that are neither catered to international business’ operations nor compatible with customised development with other functions in the future. On the other hand, she says WeMine offers a flexible management platform with a modular coding structure that allows sustainable scalability for the company to add and expand their functions on WeChat.

“A lot of third-party WeChat management platforms are available now in China. But very few to none of them are catered to the management personnels of international brands,” Tse also adds. “WeMine has the technical know-how of breaking the cross-border barriers for international brands by having strategic partners in China, offices in both Hong Kong and Shenzhen, and solid experience in working in process improvement in MNCs from the team.”

Unlike the native WeChat management platform, Tse shares that WeMine is capable of designing and developing universally friendly platform that focusses on MNCs’ management users, helping them through the so-called “wall of China” to reach the billions.

The company traces back its beginnings in late 2014, when the business had a soft launch under their sister brand’s name, RollAngle, an outsourced all-around marketing consultancy based in Hong Kong.

Tse shares that upon receiving tremendous demand on setting up a WeChat official account, marketing management, and functions development, WeMine was officially spun off from RollAngle and established its own entity in June 2016. Now it serves to provide marketing technology support and SaaS management platform to devise WeChat marketing campaigns in just a click.

The business began upon the realisation of the current and potential power of the WeChat platform. "WeChat active users rocketed from 195 million to 350 million in 2013," says Tse. "We noticed the lucrative business opportunities behind the platform, and spent months digging into the details and understanding the platform inside out."

The company observed that despite WeChat’s attractiveness to merchants as a channel to build digital presence in China, the logistics - for instance, the requirement of a China BR, selecting a correct type of account - and the rapidly changing policies of both the Government and the platform set high barrier to the majority of international merchants to devise effective and responsive strategies.

"WeMine acts as an outsourced mar-tech team for companies to develop and monitor their WeChat channels, unleashing the underlying value (mining), hence the business name," shares Tse.

For those who would like to manage the platform on their own, WeMine also provide a comprehensive SaaS platform comprising useful tools to create winning strategies.

In terms of the company's funding, it’s all self-help at this stage, notes Tse. "We have reached out to a number of angel investors, and received a considerable amount of funding from one angel investor based in Singapore," she says.

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