Industry Insights

Communicating with our Product Director during his trade mission to China

Our Product Director, Ken Miller, recently attended the World Economic Forum in China. We were very lucky to be invited to such a prestigious event and were determined to make the most of it!

Work-wise, Ken attended a session of B2B speed dating, met with lawyers to discuss IP protection for our product overseas, and did a lot more. However, he also took some well-deserved time to be a tourist and saw some of China’s best sights, including Tiananmen Square and the Forbidden City.

He was also mistaken for GBBO’s Paul Hollywood and arm-wrestled a sushi chef, but we chose to omit those highlights from our reporting

Getting the message out

In the UK, we’re spoiled for choice when it comes to communicating with friends, family, and colleagues.

There are social media sites in the form of Facebook, Twitter, and Instagram. There are instant messaging apps like Slack and Discord, while there’s also the now old-fashioned texts and emails, if you’re really stuck.

But of course, there’s very little social media and instant messaging in China, except for one app: WeChat. In fact, the app is used for all manner of things – such as contactless payment in stores – not just instant messaging.

Throughout each day, Ken relayed various messages back to us about the events he was attending and the people he was meeting. He also sent back various photos – everything from a selfie in front of the bullet train to a screenshot of him going viral on Baidu news.

And perhaps best of all – and most useful to we marketers – were the daily round-ups we also received from Ken. This made it extremely easy to create blog and news content off the back of it.


Utilising WeChat had numerous benefits for us, besides simply being able to share information between China and the UK.

Timely content: There was little to no wait for us to receive Ken’s updates, meaning we could get our content up quickly, therefore making it newsworthy.

Social media updates: The constant updates – as well as Ken’s photos – allowed us to get regular posts up on our Twitter and LinkedIn channels, between writing news content.

Keeping everyone in the loop: WeChat allows you to add several people to a conversation, meaning multiple members of staff could jump on any updates as soon as they came through.

Live video: WeChat’s live video feature allowed Ken to video chat with us directly and share experiences like crossing a busy road in Beijing – which was scarier than you’d think.

To keep in touch with Ken: Let’s face it, we all missed him!