Against the backdrop of accelerated integration between Hong Kong and Macau and Japan, Hong Kong and Hong Kong are increasingly interacting with the mainland market. Data shows that WeChat’s monthly active users have exceeded 1.3 billion, becoming the core platform for mainland consumers to obtain information, social interaction and consumer decisions. For Hong Kong companies, opening WeChat public numbers is not only a shortcoming of brand exposure, but also a key portal for connecting mainland users and realizing cross-border marketing. However, due to the differences in the laws, cultural habits and business logic between the two places, many Hong Kong companies face the problem of “not adapting to the local environment” when building public numbers.
How to build a Hong Kong WeChat public number
Professional WeChat Development company Infocode Blue Information Technology will locate the registration process and content to the operation strategy, and dismantle the practical points of Hong Kong companies in building WeChat public numbers.
WeChat Public Registration: Crossing the “Quality” and “Geographic” Door
Two core issues that need to be noted when registering WeChat public numbers in Hong Kong: main quality and regional restrictions.
Choose Account Number Type
WeChat public numbers are divided into “service number” and “order number”. The former is suitable for enterprises that need to provide online services (such as reservations and payments), while the latter focuses on content transmission. If Hong Kong companies aim at the mainland market, it is recommended to choose the service number first because they open more advanced interfaces (such as WeChat Pay), but they need to pass the mainland industrial and commercial business license or Hong Kong, Macao and Taiwan qualification certification.
Quality certification process
Hong Kong enterprises need to prepare for commercial registration, company registration certificate and legal person identity certificate, and submit through the “Overseas Subject Certification” channel on the WeChat public platform. If the company does not have a mainland affiliated company, it can entrust a third-party service agency to register, but it is necessary to choose a partner officially recognized by the telecommunications to avoid account risks.
Tips: It is recommended to use the Mainland mobile phone number to receive verification codes and deter mainland bank accounts (or RMB accounts of Hong Kong banks) to successfully complete the opening of WeChat payment and other functions.
Content Positioning: Balance “Hong Kong Characteristics” with “Mainland Preferences”
Public content is the core of attracting users, but the cultural expression of Hong Kong companies requires the internal reading habits of mainland users.
Enjoy language style
Although Zip is the main language in Hong Kong, public content is recommended to focus on simple Chinese and avoid using too many local slang. For example, in the Hong Kong Tea Restaurant promotion copy, “Sheet Milk Tea” can add “Hong Kong-style classic drinks” to reduce the understanding.
Title selection strategy
Mainland users’ concerns about Hong Kong brands are focused on quality assurance, unique culture and cross-border services. For example, insurance public numbers can focus on “Comparison of Hong Kong and Mainland Insurance Terms”, and retail brands can highlight sales points such as “authentic traceability” and “tax-free discounts”.
Case Reference: The public account of Hong Kong Meixin Group has exceeded 100,000+ by “Day Marketing + Localization Story” (such as the Mid-Autumn Festival combined with the theme of the Family Group in the Bay Area).
Enterprise management: utilizing tools and flow cracks
After the public number is built, it is necessary to improve user stickiness and conversion rate through operation methods.
Menu Column Design
Embed common functions into the bottom menu, such as “Online Mall”, “Customer Service Consultation”, and “Member Benefits”. For example, Chow Tai Fook Public Account directly connects to the WeChat applet through the menu column to realize the “Online Purchase – Offline Refunding” closing ring.
Content distribution matrix
Combining video numbers, WeChat Moments advertising and KOL cooperation will be exposed. For example, a Hong Kong beauty brand has grown more than 50,000 fans in three months through the combination of “public tweets + video tests + small red book grass”.
Data Drive Optimization
Regularly analyze the user picture, reading completion rate and conversion path in the background. If you find that more than 40% of users are from Guangdong, you can push the “Zhonggang Connection Discount” co-optimized; if the click rate of “Reading Original Text” is low, you need to optimize the copy guide or skip the page design.
Comprehensive regulations: Avoid “Thunder Zone” to ensure the safety of the account
Hong Kong companies need to pay special attention to the content monitoring rules of the Mainland Internet to avoid blockade caused by mistreating the red line.
Main points for content review
Prohibit the issuance of statements that are contrary to mainland policy regulations (such as sensitive political topics);
Marketing copywriting should avoid absolute terms (such as “best” and “first”), and citation data must indicate the source;
Including medical, finance and other industries, you need to obtain relevant qualifications before you can publish professional content.
User Privacy Protection
According to the Personal Information Protection Law, the express purpose and authorization must be obtained when collecting user information (such as mobile phone numbers, addresses). It is recommended to add a Privacy Policy Statement to the public menu and prompt the user to confirm through the window.
Local Service: Open up the “Online + Offline” scene
For Hong Kong companies planning to expand offline business in mainland China, public numbers can become the key to O2O (online-to-line).
Store traffic: Use “LBS Positioning + Coupon Issuance” to attract nearby users to the store for consumption;
Member System: Design points exchange rules (such as consumption of HK$1 = 1 point), to enhance user repurchase intention;
Cross-border service: Provide practical functions such as logistics inquiry and appointment certification in two places in Hong Kong and Hong Kong to improve user experience.
Successful Cases: A Hong Kong pharmacy provides “Pharm Online Consultation – Guangzhou Branch Self-Pickup” service through public numbers, and its business revenue in the mainland increased by 30% in half a year.
Hong Kong companies are not simply “copying and sticking” in WeChat public numbers, but require comprehensive localization and adaptability from positioning, content to operation. With the continuous evolution of WeChat’s ecosystem, the public number has been upgraded from the information distribution platform to Product and Effectiveness Integration. Only by continuously optimizing content quality and digging deep into user needs can we take the lead in this cross-border competition.
For more information about WeChat Public Developer, or if you want to know about the public fee, please contact Blue Customer Service.
