Building trust for a digital cross-border payment solution provider in China

Thunes, a cross-border payment technology company, was committed to achieving global payment interoperability through digital technology, promoting financial inclusivity and facilitating payment connectivity. As a newcomer to China, Thunes aimed to establish trusted relationships with various enterprises involved in cross-border online transactions, particularly those operating in emerging markets.

Thunes needed to make a lasting impression in China by showcasing its cutting-edge technological capabilities and a robust payment network. Thunes’ goal was to demonstrate its ability to facilitate seamless global payment interconnectivity among financial institutions, enterprises and creators. Faced with China’s vibrant competitive market landscape, Thunes recognized the need to differentiate itself from numerous competitors and emphasize its unique capabilities to become their provider of choice.

Influence Matters implemented a comprehensive positioning and content strategy to establish Thunes as the “Global Payments Accelerator” in the Chinese market. The primary objective of this strategy was to ensure clear and effective communication of the company’s services to target stakeholders while also adapting messaging to align with the evolving market dynamics.

Thunes’ services and brand information were strategically disseminated through various channels, including mainstream business media, payment-focused media, and cross-border media. To project Thunes as a pioneer in the cross-border payment sector, Influence Matters crafted compelling bylined articles, customer case studies, and corporate press releases. These solid content and insightful distribution presented Thunes’ innovative solutions and highlighted the company’s support for diverse Chinese enterprises expanding into global markets.

To maximize reach and engagement, Influence Matters leveraged WeChat as the central communication hub for Thunes in China. Through this platform, Thunes’ brand story was narrated from multiple perspectives, including its solution, products, and overall corporate identity. This approach effectively showcased Thunes’s commitment to building a trustworthy, secure, convenient, and cost-effective payment network that seamlessly connects consumers and partners across global markets.

Thunes achieved widespread recognition across various top-tier media categories, including prominent outlets such as 36Kr, Economic Daily, Jiemian News, Sohu, Sina, and more. Notably, Thunes established a strategic partnership with VISA, leading to nearly 50 media reports highlighting this collaboration. This partnership further enhanced Thunes’ visibility and credibility in the industry.

In addition to media coverage, Thunes successfully built a dedicated audience on the WeChat platform. Through consistent and engaging storytelling, Thunes effectively communicated its brand narrative, showcasing its cutting-edge solutions, robust payment network, and commitment to enabling secure and convenient cross-border transactions.

These achievements reflect the successful implementation of Thunes’ positioning and content strategy, which aimed to establish Thunes as the “Global Payments Accelerator” in the Chinese market.