B2B and WeChat
China-based chemical companies CNOOC, ChemChina, and Gemhold have WeChat accounts, as does as German-based industrial machine manufacturer Groz-Beckert, which has a presence in China. These companies use WeChat for client communications, marketing, and internal communications/collaboration.
I found a few references to Chinese chemical companies using WeChat, but in general, very few examples were available for this industry. For the few I found, there were only subtle references to how they are using these accounts. Also, success metrics were very limited, and no information was publicly available regarding how they technically implemented their accounts in terms of account type (i.e. subscription, service, enterprise, etc.). I've used some older sources after searches limiting the time frame to two years yielded few results. Using a list of Chinese chemical companies to home in on the most relevant companies, I looked for information regarding their use of WeChat. However, I could only investigate a portion of this list within the scope of a single Wonder request.
CHINA NATIONAL OFFSHORE OIL CORPORATION
The China National Offshore Oil Corporation (CNOOC) has been using WeChat for several years for brand promotion and outreach purposes. In its 2013 annual report, the company notes that they launched WeChat for their mobile phone newspaper, which shares company news with the public. However, no success metrics are offered. In 2014, the CNOOC youth volunteer core, called Blue Power, used a microblog and WeChat account to promote their beach cleaning activities, achieving almost 40,000 followers and 400 messages posted.
The company also makes use of WeChat to promote the corporate culture with its "CNOOC E-Party" WeChat enterprise ID. Also, its corporate WeChat account ranked No. 12 out of 70 companies in WeChat influencer ranking, as well as No. 1 within the oil industry. It also won several awards, including the "2016 Most Influential New Media of Central Enterprise," the "2015-2016 Innovation Award of New Media of China Newspaper," and the "Top 100 WeChat of Energy Enterprises."
China National Chemical Corporation (known as ChemChina), is the largest chemical company in China. A state-owned enterprise, it is a subsidiary of Jiangsu Anpon Electrochemical Co., Ltd. ChemChina works in the chemicals, chemical equipment, oil processing, agrochemicals, and tire & rubber products industry segments. The company uses WeChat for both customer relations and internal communications. In ChemChina's 2013, 2014, and 2015 sustainability reports, they mention that Anpon Electrochemical opened a WeChat account to facilitate customer communications and provide access to company information, such as production data and contact details, "and facilitate the establishment of the Company s (sic) integrity service system." The WeChat account appears to be used within their agrochemicals sector. In 2016, ChemChina established a B2B e-commerce site. Along with the site, Liu Yawen, chief commercial officer (CCO), launched a WeChat online group "to include all CCOs, who are required to report their daily e-commerce business performance." No information is publicly available regarding success metrics or account type.
Groz-Beckert, a German-based provider of industrial textile fabrics machine parts and systems, has a presence in China. While not specifically a chemical company, they fall in the industrial sector and use chemical processes in some of their production, so I have included them as an industry-related example. They used digital agency KRDS to launch their WeChat account in 2017. They engaged the company's sales staff to help generate interest in the WeChat account, creating "a WeChat connected APP where every Groz-Beckert staff could log in easily to generate a unique personal QR code." The company used this approach to invite and track clients on their WeChat account. Using this method yielded 5,000 followers in their first 48 hours.
China-based Gemhold (SJZ) Trading Co., Ltd. is the last chemical company for which I found any WeChat information. However, the company appears to use their WeChat account primarily for contact purposes, as the only references I found linked to their WeChat account and QR code.
In conclusion, CNOOC, ChemChina, Groz-Beckert, and Gemhold, which are all headquartered or operate in China, use WeChat for client communications, brand promotion, and internal purposes. While limited data was available on success indicators, ChemChina's WeChat account has won numerous awards, as well as being ranked among the top WeChat accounts.