Didi’s and Kuaidi’s brand loyalty strategies may seem very different, but both are based on their particular strengths:
- Tencent/Didi relies on social. Tencent owns WeChat, China’s most popular mobile social platform, and viral marketing works well for it. Mobile games like Feng Kuang Cai Tu (“Crazy Drawing”) and services like WeChat Payment, Tencent’s own mobile payment service, have gained popularity because they went viral on WeChat.
- Alibaba/Kuaidi relies on eCommerce. As the largest eCommerce player in China, Alibaba has strong customer loyalty programs and good relationships with marketers and other business partners.
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