After an extended hiatus, John and Matt are back! This week, they look at the increasingly effective trend of private traffic. Powered by WeChat and its mini programs, marketers and brands are increasingly creating and driving organic traffic to their shops. Like owned traffic in the West, this is a direct response to the rising costs of reaching fans and followers. Matt delivered a presentation on the topic during the ChinaChat 2019 conference and they take a deep dive into the phenomenon this week.
Key questions
What is private traffic?Why are brands resorting to this method?How does private traffic work?How do WeChat and Tencent view private traffic?What are traditional e-commerce platforms like Taobao doing to combat private traffic?Links
TechCrunch Shenzhen Nov 11-12Presentations from ChinaChat 2019China Tech Talk 83: Podcasting and why the open web is dead in China with Rio ZhanChina Tech Talk 10: [Interview] Influencers in China and the future of brands with Elijah WhaleyChina Tech Talk 37: Weibo’s KOL woes with Elijah WhaleyBecome a member of TechNode SquaredHosts
John Artman, @knowsnothing, TechNodeMatthew Brennan, @mbrennanchina, ChinaChannelEditor
Peter IsachenkoPodcast information
iTunesSpotifyRSS feedMusic: “Theme from Penguins on Parade” by Lee Rosevere, Music for Podcasts 3
89: Just how much tech is in China's health code?
88: Coronavirus & China tech: Winners and losers
87: China tech through the lens of Bytedance
86: China's social credit system: Everything you know is wrong with Kendra Schaefer
84: Facebook's Libra and China's Central Bank with Zennon Kapron
83: Podcasting and why the open web is dead in China with Rio Zhan
82: Tech conferences in China
81: The new new retail with Michael Norris
80: Libra lessons from WeChat and QQ
79: Facial recognition, AI, and privacy in China with Zen Soo
78: Hot take—Huawei after Google
77: Peer-to-peer lending in China—Tech-driven shadow banking with Andrew Polk
76: US vs China—AI asymmetries with Jeffrey Ding
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73: Mobility's maturation and misery: One ofo doesn't ruin everything
72: Gaming regulation rectification with Daniel Ahmad
71: The Chinese takeover of the Indian app ecosystem with Shadma Shaikh
70: WeChat vs TikTok: China's Stories
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