Gallery: WeChat Articles

What Did We Do?

Content Strategy

The main goal of this article was to build brand trust through high-value professional content.

The headline translates to “Summer Heat Maintenance: How Should You Care for Your Genie Equipment?” and the article leverages extreme summer heat as a timely hook, highlighting real operational risks.

Instead of direct selling, we introduced a brand mascot, “Dr. Genie,” as an expert voice, delivering practical maintenance guidance while positioning Genie as a trusted technical advisor.

Structure & Information Design

WeChat articles are primarily read on mobile devices.

As screen space is limited and attention spans are short, long paragraphs are often skipped. We made several structural adjustments to improve the content’s readability and increase the readthrough rate:

• The content was divided into clear modules.
• Each module focused on one core issue.
• Key points were written in short sentences and separated into lines.
• Numbered icons facilitate a reading flow and improve navigation.

This transformed a technical maintenance process into a clean, readable “Equipment Health Checklist,” which is easier to understand and increases the chance of readers completing the article.

Visual & Layout Design

The design follows Genie’s blue brand color system.

While the content discusses summer heat and equipment stress, the visual tone conveys stability and solutions.

A card-style layout clearly separates sections, and each module includes numbers and visual markers to improve readability, while color blocks and white space reduce visual pressure and make technical information easier to absorb.

What Does This Post Teach Us About Marketing on Chinese Social Media?

Professional Content Builds Trust

In the Chinese market, consistent high-value content is a powerful way to build long-term trust.

A reputation for authoritative, expert content positions brands at the forefront of an increasingly competitive information market.

An Expert Persona Strengthens Credibility

The “Dr. Genie” persona allows the brand to communicate as an advisor rather than a seller, which increases authority (while reducing sales pressure) and adds approachability, making technical content feel more accessible.

Timely Content Matters

This article was published during peak summer heat.

When content aligns with what users are experiencing in real time, it attracts more attention and feels more relevant.

Timing increases both readership and shareability.

Clear Structure Improves Completion Rates

On mobile platforms, short sentences and modular layouts reduce reading fatigue.

A clear visual hierarchy helps guide readers through the full article.

Brand Authority Comes from Consistency

Trust is not built through a single post—it is gradually earned through consistent, professional content.

What Did We Do?

Content Strategy

In the Chinese market, “free trial” is a highly effective marketing strategy. By offering a one-week hands-on experience, users can evaluate whether the product meets their needs, significantly lowering the decision-making barrier.

Since free trials emphasize real user experience, we simplified technical messaging, focusing on core capabilities and key data points to enable quick understanding.

This approach allows users to quickly understand the product value and decide whether it’s worth trying.

Visual & Layout Design

The visual assets were adapted and restructured from Oxylabs’ official website.

While preserving the brand’s tech-forward identity, we optimized the layout for mobile reading, making it better suited to the WeChat ecosystem.

User Journey Design

Each product section includes a clear visual entry point.

Users can click on the corresponding images to navigate to detailed product pages, where they can explore features and technical specifications.

This structure keeps the article concise while still allowing for deeper exploration.

What Does This Post Teach Us About Marketing on Chinese Social Media?

Free Trials Reduce Decision Barriers

In highly competitive markets with similar products, free trials are not just a customer acquisition tactic but a key driver of conversion and retention.

Most importantly, it helps encourage customers to move from the “just considering” phase to “paying” for a product or service. 

Content Should Drive Action

In performance-driven projects, beyond brand building, driving conversion is equally important.

Content should be clear and direct, guiding users quickly toward the next steps, such as signing up, starting a trial, or making a purchase.

Simplified Messaging Is Critical for Technical Products

Technical products demand clear communication.

For professional products like APIs, the content can easily become complex and lengthy if fully elaborated, which is not ideal for mobile reading.

Instead, highlighting key data and core information in a structured format improves communication efficiency.

If more detailed information is needed, include a downloadable PDF at the end of the article for users who want to explore further.

Strong Visual Consistency Builds Trust

A professional, consistent visual language strengthens brand perception, and a clean and well-structured layout also helps build user trust in technical products.

Modular Structure Improves Conversion

Breaking content into clear modules with clickable entry points allows users to explore based on their needs.

This structure aligns well with how technical audiences consume information and helps improve conversion efficiency.

What Did We Do?

Drawing inspiration from the website’s design, we created custom layouts that gave the WeChat Official Account the same premium look and feel as the brand.

The client’s existing materials, guidelines, and content served as the template for our redesign, and we published 13 articles on the brand’s WeChat Official Account.

ADA Cosmetics WeChat articles

What Can This Teach Us About WeChat Article Design?

WeChat Article Design Is a Unique Challenge for International Brands

For many international brands, WeChat article design is unfamiliar territory. It relies on visual editing tools to create WeChat Official Account articles, most of which are available only in Chinese, and these work very differently from the website-building software commonly used in Western markets.

For brands with higher design standards, knowing how to use these editing tools is only part of the process. Recreating a premium brand experience often requires professional design tools such as Photoshop alongside the WeChat editor, making it a unique challenge of designing for the Chinese market.

This is especially true for B2B companies selling high-value products or services. Visual design isn’t just for consumer brands. When your brand’s visual style resonates with your target audience, it becomes easier to build trust and stand out from the competition.

Turn Your WeChat Official Account into a Brand Resource

For ADA Cosmetics, selected product articles were added to the WeChat Official Account’s custom menu, where they remain in use today.

For brands with limited budgets or less frequent content updates, this approach keeps valuable content easy to find. Product introductions and brand stories remain accessible long after publication, allowing a single piece of content to continue delivering value over time.

We Can Be an Extension of Your Agency

Setting up a local office in China can be a costly and time-consuming process. 

Many large third-party agencies representing global brands partner with Nanjing Marketing Group to support their clients’ marketing activities in China. They trust us to deliver the local services they need, allowing them to expand their capabilities without building a local office or team.

That way, our local team of digital marketing experts becomes an extension of theirs.