DiDi Hong Kong - WeChat Pay Platform

Introduction

As world's leading mobility service platform, DiDi integrates online and offline services via their mobile app to provide convenient, safe and reliable experience for drivers and passengers throughout the ride-hailing, travel, and payment processes. DiDi launched its new DiDi Hong Kong brand in Hong Kong(China) in February 2018, with the platform now boasting 36,000 registered taxi drivers in the region today (out of the total 40,000 taxi drivers in Hong Kong).

Challenges Faced

1. Difficulty Finding a Taxi: Unlike in Chinese Mainland, where passengers can hail taxis anywhere on the road, passengers in Hong Kong often must go to taxi stands or call a taxi service. During peak hours in summer, it becomes even more difficult to get a taxi.

2. Payment Inconvenience: Furthermore, taxi fares in Hong Kong are usually paid in cash, which can be quite bothersome for Chinese Mainland tourists accustomed to relying on WeChat Pay. Tourists will often be forced to use other methods of transportation because they aren’t carrying enough cash, which significantly affects their travel experiences.

Solutions & Results

1. DiDi Hong Kong integrates WeChat Pay: Since its new brand launch in February 2018, DiDi Hong Kong has continuously developed a close partnership with WeChat Pay. A few months after launch, DiDi Hong Kong integrated WeChat Pay into their app, allowing Chinese Mainland tourists in Hong Kong to conveniently hail cabs from their mobile and not worry about how much cash they were carrying. The added support for WeChat Pay significantly enhanced their travel experience.

2. Marketing through WeChat Pay: After launching the app in Hong Kong, DiDi needed a way to quickly promote the service to users. WeChat Pay and DiDi Hong Kong launched a joint marketing campaign during Chinese New Year in 2019 where users could enjoy 12% off when paying fares with WeChat Pay. Advertising through Moments Ads and Official Accounts spread the word to Chinese Mainland tourists that they could use DiDi in Hong Kong, quickly attracting a large volume of riders to the service. These strategies helped DiDi gain a foothold in Hong Kong as it significantly increased its user base and transaction volume.