What Is WeChat? A Complete Guide to How the Super-App Works

November 28, 2025

WeChat is one of the most influential digital platforms in the world. Developed by Tencent, it functions as a messaging tool, social network, digital wallet, search engine, business hub, and marketing platform all in one. For users in China, life without WeChat is almost impossible. For international users and businesses, understanding what WeChat is used for is essential to interacting with Chinese consumers and entering the China market.

 

This guide explains what WeChat is, how it works, its key features, use cases for individuals and businesses, and why it is considered China’s digital cornerstone. Whether you are traveling to China, running a business, or studying global digital ecosystems—understanding WeChat is crucial.

What Is WeChat? Definition, Origins, and Role Today

WeChat (Weixin in mainland China) is a multi-functional super-app that combines communication, payment, social media, mini-app integration, and digital services. Launched in 2011 by Tencent, it started as a simple messaging app and evolved into a full digital ecosystem with over 1.2 billion active users worldwide.

WeChat’s Evolution and Milestones

WeChat’s growth reflects shifting consumer behavior in China. Key stages include:

  • 2011 – Launch as a messaging app
  • 2012 – Voice messaging feature boosts adoption
  • 2013 – Introduction of Moments (social feed)
  • 2014 – Launch of Official Accounts and WeChat Pay
  • 2017 – Mini Programs officially unveiled
  • 2022 – Reaches over 1.2 billion users
  • 2023–2025 – WeChat Channels pushes short videos and live commerce

Weixin vs. WeChat

  • Weixin = Mainland China version (operates under Chinese regulations)
  • WeChat = International version (limited functions but same core experience)

This separation allows Tencent to comply with regional laws, particularly regarding data, payment, and content moderation.

Why WeChat Matters Globally

WeChat is not just an app, it acts as the digital infrastructure of daily life in China. From paying utility bills to booking doctor’s appointments, brands, businesses, and individuals rely on it for work, communication, transactions, travel, and services. For international companies entering China, WeChat is a gateway to consumer interaction.

What Is WeChat Used For? Core Features and Ecosystem

WeChat’s strength lies in its versatility. It combines multiple apps into one seamless platform:

Messaging

WeChat began as a messaging app and still functions as China’s default communication tool. Users can send text, voice notes, video messages, files, and location pins—individually or in group chats (up to 500 members). Voice messaging is widely used due to its speed and convenience. Features such as QR code contact exchange and People Nearby make offline interactions instantly digitizable. Over time, messaging on WeChat has replaced SMS, email, and even traditional phone calls in China.

Moments

Moments is WeChat’s social feed and one of its most frequently used features. It functions as a semi-private timeline where users share photos, videos, personal updates, and links. Content visibility follows a mutual-contacts rule—only friends who know each other can see one another’s comments—making Moments feel personal and controlled compared to public platforms like Instagram or Facebook. Brands can also promote content via WeChat Ads inside Moments to drive traffic, leads, and visibility.

Official Accounts

Official Accounts are WeChat’s equivalent of brand pages or newsletters. They allow businesses, institutions, and creators to publish content, promote campaigns, provide customer service, and manage CRM. There are two main types:

  • Subscription Accounts: Ideal for frequent content updates and brand storytelling.
  • Service Accounts: Advanced features, APIs, customer service, and WeChat Pay integration.

For many Chinese users, interacting with a brand through an Official Account is more common than visiting its website.

WeChat Mini Programs

Mini Programs are lightweight apps built inside WeChat. They require no downloads and launch instantly, which makes them ideal for quick services such as:

  • E-commerce & loyalty programs
  • Train and hotel bookings
  • Food delivery & takeaway
  • Games and interactive campaigns
  • Event check-ins & QR code activations
  • Virtual storefronts for retail brands

They contribute to WeChat’s closed-loop ecosystem, where users can browse, engage, purchase, and receive post-sales service—all without leaving the app.

WeChat Channels

WeChat Channels is an algorithmic short-video feed, similar to TikTok and Douyin. It allows individuals and brands to publish vertical videos, host livestreams, and attach links to e-commerce stores or Mini Programs. This feature has become WeChat’s main tool to compete with short-video platforms and supports:

  • Product demos & styling videos
  • Livestream shopping
  • Influencer collaborations (KOL/KOC)
  • Educational content & professional showcases
  • Trending audio formats and visual templates

For marketers, Channels brings top-of-funnel visibility, which can drive sales via WeChat Pay, group chats, or Mini Programs—all within the same ecosystem.

AI-Powered WeChat Search

WeChat Search has evolved into a full internal search engine, now powered by AI and natural-language processing (NLP). Users don’t just get results from chat history, they can search across the entire WeChat ecosystem:

What WeChat Search can index:

  • Official Account articles
  • Mini Programs and services
  • Channels videos and livestreams
  • Group chat mentions
  • Brand services and product pages
  • Nearby results (restaurants, shops, attractions)

With AI integration, WeChat Search now supports:

  • Suggested queries based on user intent
  • Image-based visual search
  • Personalized result ranking based on past behavior
  • Smart indexing of trending conversations

This shift marks the beginning of GEO (Generative Engine Optimization), a future where brands must optimize for WeChat’s AI search layers, not just Baidu or Google.

WeChat Pay & Mobile Payments

WeChat Pay is a digital wallet that has replaced cash and bank cards across China. It enables:

  • QR code payments in physical stores
  • Peer-to-peer transfers
  • Bill payments & mobile phone credits
  • Subscription services & recurring payments
  • Festival red envelopes (Hongbao)

For merchants, integrating WeChat Pay means instant access to a massive consumer base. For users, it simplifies daily life—from grocery shopping to doctor appointments. Foreign users can activate WeChat Pay with a verified account and supported bank card, making it increasingly relevant for international visitors and China-bound travellers.

How to Use WeChat in Your Marketing Strategy?

WeChat is not just a messaging app. It is the digital infrastructure of China, combining social media, search, payments, e-commerce, content publishing, and customer service into one platform.

As a result, WeChat marketing is not about posting content only. It is about building a full customer journey, from awareness to conversion, all within one app.

Brands use WeChat to:

  • Communicate directly with target consumers
  • Publish content and educate the market
  • Provide customer service
  • Activate loyalty and CRM programs
  • Sell products via Mini Programs and WeChat Pay
  • Drive traffic from Channels and Moments
  • Convert users during livestreams

WeChat marketing is ecosystem-based rather than feed-based. Success depends on choosing the right account type, building valuable content, analyzing competitors, and creating a conversion strategy inside WeChat’s closed environment.

Competitor Audit & Gap Analysis

Before launching, brands must understand:

  • What types of accounts competitors use
  • Posting frequency and formats
  • Mini Program integration
  • Use of Channels or livestreaming
  • Level of audience engagement and retention

Gap Analysis helps identify opportunities and content angles that competitors have not exploited yet.

Identify Your Target Audience in China

Audience segmentation on WeChat is different from Western platforms. External buyer personas should be translated into WeChat behavior:

  • What keywords do they search?
  • What Mini Programs do they use?
  • What content do they save or share?
  • Which competitor accounts do they follow?
  • Do they prefer private groups or public feeds?

Different audiences require different communication styles, especially in B2B vs. B2C contexts.

B2C Audiences – Lifestyle Driven

B2C users respond best to content that feels relatable and visual. They engage when a product is shown in real-life scenarios and when the tone feels personal. Short formats work well, especially videos that show usage, benefits, or results.

What works for B2C:

  • Short-form videos and lifestyle moments
  • Tutorials, before/after results, product reviews
  • Personal tone and visual storytelling
  • Easy calls-to-action such as “Try it” or “Shop now”
  • Best tools: Channels, Moments ads, KOC/KOL content, Mini Program stores

The goal is simple: spark interest quickly and make conversion easy.

B2B Audiences – Solution Driven

B2B users seek clarity, expertise, and proof. They want to understand how a product solves a problem or improves efficiency. Credibility matters more than aesthetics, and content often needs to explain the process behind the solution.

What works for B2B:

  • Case studies and use scenarios
  • Data points, results, and workflow explanations
  • Professional tone and structured messaging
  • Educational livestreams or demos via Mini Programs
  • Best tools: Service Accounts, gated content, QR-based lead collection

The goal is to build trust and support sales discussions—not push for instant conversion.

Knowing whether you are speaking to a lifestyle-driven user or a solution-driven user helps define tone, format, and conversion paths across the entire WeChat ecosystem.

Define Your Content Strategy

A strategic content plan on WeChat should clarify:

  • Purpose of content (education, credibility, conversion)
  • Formats (long-form, infographic, report, short video, tutorial)
  • Content pillars (product, brand story, industry trends, case study, tutorial)
  • Conversion mechanism (QR code, Mini Program, landing page, WeChat Pay)

WeChat users expect informative and proof-based content. It is not a viral-content platform — authority and expertise matter more.

Distribution & Amplification

48-Hour Window

A WeChat post is indexed for 48 hours. This period is critical for visibility. Internal resharing, user tagging, and promotion within group chats increase engagement and ranking.

Organic Distribution

  • Sharing in relevant WeChat groups
  • Reposting on Moments (via users or KOCs)
  • SEO via WeChat Search keywords
  • Linking to Mini Programs or website

Paid Promotion

  • Moments ads
  • Channels ads (video format)
  • Search Ads via keywords
  • KOL collaborations
  • Livestream boosting

Paid and organic should work together. Users often research the brand inside WeChat before making decisions.

Why WeChat Marketing Matters

WeChat is not just a platform. It is where Chinese consumers:

  • search for brands
  • read reviews
  • compare solutions
  • book services
  • make payments
  • contact support

A website alone is not enough. In China, brands need WeChat presence to be considered trustworthy and local.

How Does WeChat Work? Platforms, Privacy, and Security

WeChat operates across Android, iOS, HarmonyOS, web, and desktop, with mobile being the most feature-rich version. Users create accounts using a phone number and verify identity through SMS and QR code authentication. Weixin (mainland China version) and WeChat (international version) follow different data regulations to comply with local requirements, which is why certain features may vary depending on user location.

Privacy & Data Framework

WeChat follows Chinese data protection laws, which influence how information is stored and moderated. Content may be filtered based on regional guidelines, and compliance measures differ between markets. This dual-system approach allows Tencent to operate successfully both inside and outside China while meeting regulatory expectations.

Security Measures

WeChat applies account protection tools such as real-name verification, device authentication, login alerts, and reporting mechanisms for suspicious activity. The platform continues to improve transparency around data usage and offers users access to privacy settings, permission control, and message visibility preferences.

Regulatory Context

Like other major digital platforms, WeChat has faced reviews and regulatory scrutiny from governments in different regions. This is common for global tech companies and reflects growing global attention on data privacy. Instead of limiting growth, such reviews have led to improved safeguards and stronger compliance practices across WeChat’s ecosystem.

FAQ: What Is WeChat and How Is It Used?

What is WeChat and why is it called a ‘super-app’?

Because it integrates messaging, payments, social media, apps, and digital services into one platform.

Can foreigners use WeChat Pay?

Yes, but account verification is required. Some features may remain limited.

How is WeChat different from WhatsApp or Facebook?

It combines all of their functions in one app, plus payments and mini apps.

Is WeChat legal outside China?

Yes, but some countries regulate or restrict it.

What are Mini Programs?

They are built-in apps inside WeChat, used for shopping, booking, services, customer loyalty, and more.

How does WeChat handle censorship?

It aligns with Chinese regulations and may filter sensitive topics.

Can WeChat be used for business globally?

Yes. For entering the Chinese market, WeChat is one of the most powerful digital tools available.



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WeChat: China’s Most Sustainable E-commerce Platform

March 20, 2025

For foreign brands entering the Chinese market, discussions around digital marketing often focus on the latest trending platforms like Douyin and Xiaohongshu (RED). While these channels generate significant buzz, WeChat remains the most critical and enduring digital platform in China.

Despite not always being in the spotlight, WeChat continues to be the country’s most widely used app and an indispensable tool for brands aiming to build lasting relationships with consumers. Unlike major e-commerce marketplaces such as Tmall and JD, which demand high advertising spend and platform commissions, WeChat provides brands with a lower-cost alternative for customer acquisition, direct engagement, and complete ownership of consumer data.

WeChat: More Than Just a Messaging App

Originally launched as a messaging app, WeChat has transformed into an all-encompassing digital ecosystem, offering brands multiple avenues to engage consumers:

  • Official Accounts – A powerful tool that functions like a combination of a website, blog, and email marketing system, enabling brands to share content, interact with users, and build a loyal community.
  • Mini Programs – Embedded apps within WeChat that provide seamless e-commerce, customer service, and loyalty features without requiring users to leave the platform.
  • WeChat Pay – An essential mobile payment system that dominates China’s cashless economy.
  • WeChat Channels – A short video and livestreaming feature that competes with Douyin and Kuaishou, offering brands an opportunity to engage users organically.
  • WeChat Groups – Exclusive communities where brands can foster deeper engagement and collect valuable consumer insights.

This extensive ecosystem enables users to consume content, interact with brands, and complete purchases all within a single platform, making WeChat an indispensable tool for digital commerce in China.

WeChat as a Digital Storefront for Brands

Unlike in Western markets, where consumers typically turn to Google or a company’s website for brand information, Chinese consumers often search directly on WeChat. This makes WeChat the go-to platform for discovering brands, learning about products, and engaging with customer service.

For many businesses, WeChat effectively replaces the need for a traditional website. However, many foreign brands underutilize their WeChat presence, with outdated content, inactive accounts, and broken links reducing engagement. Keeping a WeChat Official Account updated and interactive is as important as maintaining a website in other markets.

A Fully Owned Channel for Brands

One of the biggest challenges for brands operating in China is balancing the high cost of customer acquisition with long-term retention. Unlike Tmall, JD, and Douyin, where brands must constantly pay for visibility, WeChat allows businesses to build and nurture their own audience. This offers several advantages:

  • Lower Customer Acquisition Costs – WeChat provides a cost-effective alternative to traditional e-commerce platforms, where brands must bid for visibility.
  • Full Data Ownership – Unlike marketplaces that control customer data, WeChat enables brands to collect and analyze user interactions directly.
  • Seamless Omnichannel Integration – WeChat bridges online and offline engagement, making it easier to connect with consumers across multiple touchpoints.

For brands looking for a long-term, cost-efficient strategy in China, WeChat presents a powerful direct-to-consumer (D2C) model.

WeChat’s E-commerce Evolution

While platforms like Douyin and RED attract attention with viral trends, Tencent has been steadily enhancing WeChat’s e-commerce capabilities. WeChat Channels has emerged as a significant competitor to Douyin’s short video and livestream shopping ecosystem.

WeChat has streamlined merchant onboarding, simplified the sales process, and expanded commerce features to allow product purchases across multiple touchpoints—including posts, search, chat, and even gifting features. These improvements have led to substantial growth:

  • A 3x increase in active sellers last year
  • A 200% surge in total sales volume

This growth signals that more merchants are seeking sustainable alternatives to traditional e-commerce marketplaces and that consumers are increasingly shopping within the WeChat ecosystem.

Where Should Brands Focus?

Many international brands question whether WeChat should be prioritized over newer platforms like Douyin and RED or traditional marketplaces like Tmall. The answer depends on a brand’s objectives:

  • Douyin & RED – Best for brand awareness, viral content, and impulse-driven sales.
  • Tmall & JD – Ideal for reaching high-intent shoppers and providing an official retail presence.
  • WeChat – Most effective for fostering long-term engagement, driving repeat purchases, and building brand loyalty.

A well-rounded China digital strategy should leverage multiple platforms, utilizing each one’s strengths to target consumers at different stages of their journey. WeChat remains a key pillar of this strategy, particularly for brands looking to develop a sustainable, direct-to-consumer business model.

Leverage WeChat for Sustainable Growth in China

Navigating China’s complex digital landscape requires a tailored approach. Whether you’re looking to enhance your WeChat strategy or integrate it into a broader digital marketing plan, our team can help you optimize your presence and drive results.

Contact us today to explore how WeChat can support your brand’s long-term success in China.

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What Is WeChat Marketing?

August 27, 2024

WeChat is the major platform leading China’s digital transformation. A “mega app” that encompasses major successful features of most western and Chinese platforms: Blog-like articles, digitally interactive experiences, WeChat Pay, e-commerce & e-booking with WeChat Mini Programs, Moments (a virtual space to share daily updates), Channels (for visual-led content), live streaming, enterprise solutions, even search engine, and more.

This Chinese social media has established itself as a major platform for content creation through articles and channels, now the roadmap for Tencent (WeChat’s owner) is to leverage Miniprogram to boost business growth further, as it has become part of users’ daily life, develop futuristic features on WeChat Pay, and make WeChat Search a user habit. This is a rapidly changing platform and brands need to keep up if they want to stay relevant to Chinese users.

WHAT IS WECHAT MARKETING?

  • Understanding the WeChat Ecosystem:

In the past three years, WeChat marketing and advertising underwent tremendous changes. With the emergence of the new social media apps, it proved that it’s not going away and also managed to strengthen its position by continuously adapting to the new consumer behaviours by expanding its features and consolidated its position as a top app in China.

We have observed new trends emerging while strengthening existing ones. Some of the major trends that took off were: 

  • WeChat channels & Live-streaming, 
  • WeChat work (WeCom),
  • Relevance of mini programs, 
  • Focus on content creators, 
  • Smart targeting.

  • Select the right WeChat Official Account for your brand:

There are mainly 2 types of Official Account: WeChat Service Account & WeChat Subscription Account.

WeChat service and subscription accounts offer very different user experience hence the user journey and landing on the article vary.

WeChat service Accounts have the same priority as a user’s contacts in terms of notification status and appear on the main page in chronological order.

 

WeChat subscription accounts are gathered in a separate folder where accounts are shown according to an algorithm (most often read accounts) compared to the chronological order before.

 

  • Audit of other players & Gap Analysis

Identifying Key Players’ Strategy

Identify the key players in China. To do so, it is important to examine the activity and performance of your competitors on WeChat.

How to do the screening?

  • Quantitative and qualitative data including views, comments, likes, wows to illustrate share of voice of each player to provide a detailed comparison of the landscape
  • Audit of the key content pillars, tone of voice, content formats, and top performing posts from to compile the standard of what’s out there within WeChat
  • Competitors’ menu and overall official account usability
  • Overview of the strategies employed by B2B/B2C companies and their relevance for your brand

Gap Analysis & Key Learnings

Analyzing areas where other key players are lacking, what kind of content or type of information is missing and identifying gaps that could potentially become an opportunity in the future for your brand’s own communication.

  • Identifying your Target Audience in China: 

Chinese Netizens

Understanding who a Chinese internet user is becomes crucial to reach the right audience with the right channels and communication methods. Each Chinese platform, be it Weibo, RED (Xiaohongshu) or Kuaishou is characterized by a different user profile and same goes for WeChat.  

WeChat is used on a daily basis by more than one billion people, it’s a huge and extremely diversified crowd. With precise segmentation, you will be able to reach your desired target audience with the most aligned messaging and maximize the ROI on WeChat.  

Who is your Target Audience on WeChat?

The first task is to define your target audience and understand their main characteristics, social behavior, consumption patterns and what are the key trends among the group. 

Secondly, examine how they behave on WeChat, what kind of content they interact with and what is their peak activity time on the platform to reach them with the right messaging at the right time.

Try to create a very detailed target audience personas to get a full portrait. 

Different Communication for Different Audiences 

We recommend pushing personalized messaging for the different target audiences.

Based on the personas you created, your brand on WeChat can do a backend segmentation or WeChat CRM system can share to a selected audience different WeChat articles at different times. Because everyone likes special treatment, explore how backend tagging and CRM can improve your customers’ user journey.

To do that, analyze your target audience again and what are their key preferences and motivations and define your content pillars based on that. 

Content that is better tailored to users needs and expectations will perform better and decrease the risk of unfollowing by the fans. It would also improve the overall user experience if the users don’t find the receiving content too intrusive or irrelevant. You can also consider sending additional, targeted posts to segmented followers on top of regular communication for all.

  • Define your Content Strategy

WeChat is already a highly saturated space with many accounts pushing quality content on a regular basis, either in the form of posts or WeChat ads. An average WeChat user only follows around 20 public accounts and spends around half an hour per day reading articles. It’s not easy to make it into this within a short period of time. This can be achieved with a clear vision of your target audience and perfectly crafted content. 

WeChat Content 

In very basic terms, WeChat marketing strategy can be divided into content format and content topics. Beyond articles, the WeChat ecosystem offers many components that could be leveraged by brands in many interesting ways – official account menu, welcome message, H5, videos and more. 

We also recommend preparing different content for different target audiences and for fans at different stages of relationship with your brand e.g. new followers, potential customers, repetitive customers.  

WeChat Content Formats

Depending on the goal you want to achieve, you might want to choose different content types or combination of more touchpoints to take your communication to the next level. Top-notch account optimization is a requirement for successful interaction with your fans on WeChat, then you can experiment with different formats and styles of your WeChat articles and campaigns. 

WeChat Content Pillars

What are the most important topics that you would like to share with your fans and what are the topics that are the most interesting to your social personas? Focus on these areas and find a balance between brand and social-led content.

Determine the frequency of each topic and try to stick to it to not overwhelm your audience with similar stories all the time. 

  • Other Features to Leverage

WeChat is much more than articles – Tencent is constantly expanding its ecosystem of features that can be used by brands. In the past couple of years, new tools such as WeCom (previously WeChat Work), Mini programs, WeChat Channels, WeChat Search (Sou Yi Sou) or WeChat Beans have been introduced and we can only expect to see further new updates each year.  

Try to follow the latest WeChat/Weixin news and experiment with new tools to keep up with the changes taking place on WeChat and Chinese social media. 

Take a look at some of the key tools that you can use in your brand communication on WeChat.

  • Interactive posts,
  • WeChat Channels,
  • Mini programs,
  • H5 pages,
  • Surveys,
  • Live-streaming,
  • Coupons,
  • and more.

  • Distribution & Amplification

Because WeChat is a semi-closed platform a thoughtful and well-executed content amplification plan is a must. Every day and every hour, WeChat users are bombarded with articles from millions of WeChat official accounts competing for their attention and clicks. It’s crucial to make sure that your carefully prepared content reaches your target audience in the most effective way. Let us help you to discover multiple touchpoints through which WeChat content can be accessed and understand different methods of content amplification, both organic and paid, to make sure that your WeChat marketing and distribution strategy covers all of them.

48 hours

Lifespan of a WeChat post is extremely short. The most critical time is the first 48 hours after the publication – this is when 90% of reads and interactions happen and the rest usually within total 7 days after the publication. Therefore it’s extremely important to grasp this moment to keep the ball rolling and ensure that the post is 100% optimized for WeChat and checks the boxes of shareability or the ‘wow’ factor.

When you post a new article, WeChat users first see the preview of the post. When your brand secures at least the opening of the article, you can work towards a positive reaction, for example share or ‘wow’.

Organic distribution

By organic distribution, we mean all the promotion methods that you don’t need to pay for and purely utilize your own resources. Keep in mind that these methods can be relatively time consuming and require some effort on your and your team’s end. Some of our favorite organic methods include:

  • Optimized WeChat SEO,
  • Private traffic management, 
  • Backlinking to previous articles, 
  • Internal teams mobilization to spread articles (sharing, wow, Moments),
  • Collaborations with other partner accounts,
  • Linking from WeChat Channels video. 

Paid promotion

Due to the semi-closed nature of WeChat and a more and more saturated environment, especially when it comes to official accounts, organic reach is decreasing with each year. On the other hand, paid promotion like WeChat ads can get you very far and help you to reach millions of new potential customers. 

The main two types of official accounts to get followers and articles views are:

  • WeChat Moments ads,
  • WeChat Banner ads.  

WeChat Moments ads — displayed within user’s friends’ updates on Moments. WeChat strictly limits the number of ads displayed to each user on their Moments and when scrolling though Moments for a longer period of time, the user might come across max. 3 ads. A Moments ad can drive users to a landing page, video, mini program, shop, coupon and more. This type of ad is suitable for big-scale campaigns as the minimum budget required by Tencent is 50,000 RMB (7,500 USD). 

WeChat Banner ads — usually displayed at the end of a WeChat article, banner ads can drive users to follow a WeChat Official Account, view articles, download an app, signup link or to a customized landing page. Much more affordable than WeChat Moments ads, you can start promoting with minimal budget. 

KOL marketing

If you follow Chinese marketing trends closely, then you are probably already familiar with the KOL marketing. KOL, which stands for Key Opinion Leader, is a fastly growing way of promoting your brands with the help of influencers. Brands fell in love with this kind of marketing because compared to Western influencer marketing, KOLs  are perceived as more trustworthy in opinion of the Chinese consumers and this trend doesn’t show any signs of slowing down. You can choose from a wide range of big and small KOLs across different industries. 

You can adopt various strategies when working with Chinese KOLs.

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How To Engage Audiences During Chinese New Year on WeChat?

January 28, 2022

On February 1, the Chinese New Year will be upon us, and it is historically a time of celebration, full of feasts, fashion, and, may we say, financial festivities.

With the New Year in mind, businesses are focusing their advertising strategy on the year’s most important holiday. The way companies approach the holiday season can teach marketers how to use consumer insights to build culturally relevant advertising.

Because China’s consumer market, which is predicted to rise to $8.4 trillion by 2022, is seen as a crucial development potential for luxury brands aiming to recover from a difficult year in 2020. 

Moreover, simply put, the Chinese market and the festivals fascinate brands. However, understanding the cultural nuances around the occasion might make the difference between a successful campaign and one that fails. 

Firstly, a campaign will take off when brands make the effort to discover what customers actually value and the cultural significance of the holiday they’re celebrating. Secondly, even if Chinese New Year isn’t on your marketing calendar, there’s a lot to learn from some of these brands that we at KRDS worked with, to create innovative WeChat CNY campaigns.

Lastly, types of activities and campaigns for Chinese New Year are unlimited. From static or GIF greeting cards to elaborated mini-site campaigns, you name it. Don’t forget the latest craze – branded WeChat red packets with lucky money.

What is a Hongbao, Red Packet?

This year, at KRDS / The WeChat Agency, we created our own WeChat Red Packet cover. 

Hongbao Red Packet WeChat

Hongbao Red Packet WeChat

Click here to discover how to create yours! Creating Your Own Red Packet Cover On WeChat—The Ultimate Guide

Chinese new year campaign for Montagut

To celebrate the Chinese New Year with Montagut fans and promote a new collection, we created a mini-site for customers to discover the perfect look for Chinese New Year celebrations.

The outfit suggestions were made based on the weather forecasts in their hometowns (geolocation) and the user’s personal preferences.

Montagut Campaign WeChat Montagut Campaign WeChat

Greetings Poster

Wechat holiday greetings for Procter & Gamble

CNY Poster WeChat

 

Greeting cards creation for BNP Paribas

BNP Paribas WeChat

Are you curious how other brands in China celebrate other festivals? Check out our previous post on China’s Christmas: How It Has Evolved Over the Years.

If you require further support with setting up your WeChat account or assistance with customizing your Chinese new year greetings/campaign, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact us by phone – Shanghai or Hong Kong

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Creating Your Own Red Packet Cover On WeChat—The Ultimate Guide

January 13, 2022

It is a widespread custom for adults to gift red packets containing monetary gifts to children during Chinese New Year. However, in recent years, the habit of presenting friends and coworkers has transferred to China’s super-app, WeChat. As a result, the opportunity for brand visibility and interaction arose thanks to this behavioral change. Last week, we covered different ways in which brands can engage with their audiences during the Chinese New Year, today we will dig more into how to create your own red envelope on WeChat. 

What is a WeChat Red Envelope?

Tencent’s WeChat red envelope (or WeChat red packet cover – 红包封面) is a WeChat-based feature that was developed in China. But the concept itself is not new. In fact, it’s based on the Chinese tradition of hongbao (red envelope, or red packet), in which money is presented as a gift to relatives and friends. 

Tencent released the function in January 2014, and it has since grown in popularity, with Tencent reporting 2.3 billion transactions on the first day of 2016.

Users can give monetary presents to other users within a private conversation or group chat in the form of virtual ‘credits.‘ A user’s WeChat Pay account gets credited with funds that can be utilized to make purchases. 

WeChat offers two sorts of ‘red envelopes’: pairwise red packets, which send money from a private chat between two users, and group red packets, which distribute money in a group chat. After posting the ‘grouped’ red envelope to a group chat, the app assigns the amount in each envelope to each receiver at random. Fights for the biggest win of an envelope is a common and fun sight at the annual dinners across China.

Why Do Businesses Require Red Packets?

Moreover, there are other motivations for mobile payment companies to compete during this period, aside from the red packets being a cornerstone of WeChat’s development history. Because the Lunar New Year is the most important Chinese celebration of the year, there are more transactions than at any other time of the year. 

Thus a number of other brands, such as Gucci, Louis Vuitton, Versace, Burberry, and many more have incorporated the red envelope concept into their Chinese New Year’s marketing strategies. This year with more and more hype around red packets, payees are especially encouraged by brands to transfer ‘lucky money to a friend, thereby assisting the brand in expanding its brand awareness. Sometimes, like in the came of Gucci, users need to book their slot to receive the cover they can use via a mini-program to make it more exclusive. 

On the other hand, consumers may also receive a red envelope with a surprise discount after purchasing something in-store using WeChat Pay. These companies are often FMCG brands because a discount signals value and are generally not an incentive that luxury brands want to be associated with.

Step by Step Guide on Customisation Process of The Red Envelope

Step 1: Registered account and Required materials

Chinese mainland WeChat official account is open to everyone for registration: http://cover.weixin.qq.com 

Red Packet Cover On WeChat

Step 2: Submission for review

Check the official WeChat page for design requirements and specifics. 

  • Format: PNG / JPG / jpeg
  • Width and height: 957 * 1278 pixels
  • Size: ≤ 500kb

Red Packet Cover On WeChat

After you’ve finished customizing the red envelope, send it to the WeChat team for review.

Audit Cycle: The audit cycle is generally 1 working day.

Audit Result: The results will be published on your official WeChat account and sent over by mail after the audit is completed (WeChat envelopes). You can also check the status of the audit in my “seal” at the same time.

Red Packet Cover On WeChat

Step 3: Payment and refund

Select the number of users of the red envelope cover after approval and pay the payment item to create an order.

Price: The red envelope cover costs one yuan per piece.

Payment method: Payments can be made via Wechat, internet banking, or an offline transfer or remittance.

Refund: Only when the red envelope cover is removed from the shelf due to infringement, and there is a red envelope that is still within the distribution validity period and has not been successfully received by any user.

You will get a return for unused red envelopes at a rate of 1 yuan per piece.

Red Packet Cover On WeChat

Final Step

Step 4: Release cover

The cover can be distributed to the selected user after it has been properly purchased. It will expire after six months. Users will not be able to receive it after it has expired.

Distribution methods include:

  • QR code
  • Serial code
  • Link

According to the activity scenario, user group, collection rules, other factors, the customization party can choose the best distribution strategy.

Red Packet Cover On WeChat

Step 5: Trial cover

After each red envelope cover’s approval, ten trial covers for ten Wechat accounts can be obtained.

The cover is effective for two hours after scanning the code and can be used an unlimited number of times. The trial run expires after two hours have passed.

Red Packet Cover On WeChat

Step 6: User to use

Users can use the cover up to 3 months after they receive it as many times as they want. The received cover will automatically become invalid after the expiration date and cannot be used again.

 The red envelope display, which has been sent, will not be affected.

Red Packet Cover On WeChat

Step 7: Data analysis

Following the distribution of the cover, you can view real-time distribution data. You can also check data from the previous day, and cumulative statistics on the site. It includes:

  • covers purchased,
  • covers received,
  • red envelopes issued,
  • red envelopes opened,
  • how many times users accessed the red envelope details page,
  • how many times the users view the cover story,
  • and the number of times the viewers skipped the cover story.

Red Packet Cover On WeChat

Red Packet Cover On WeChat

Conclusion

Way to carry on traditions change these days. The one thing that has remained constant is the desire to enjoy the company of loved ones during this special time of year.

Also, around this time of year, the red envelope is a great way to attract a wide spectrum of customers and build your customer base. As a result, any company seeking to build a business relationship with the Chinese market should consider taking advantage of these prospects.

If you require further assistance with customizing your red envelope, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact us by phone – Shanghai or Hong Kong

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How WeChat is replacing your wallet in China?

January 17, 2018

China has announced a new Digital ID system where the residents can link their National Identity Card to the popular messaging and social media app, WeChat, through facial recognition. The app currently has over 980 million monthly active users in China.

 

The new ID system has been introduced as a pilot programme in the Nansha district of Guangzhou. The program came into existence after the joint efforts of the Ministry of Public Security, Tencent’s WeChat team and various other banks and government departments.

 

This system opens up a whole new monetary portal for the tech giant Tencent as China’s ID cards are used for almost anything and everything. Residents use it for hotel check-ins, train bookings, bank account openings and the list goes on! If this pilot programme proves to be successful, Tencent might finally have what it takes to overtake its close rival Alibaba.

 

The pilot programme is compartmentalised into 2 divisions. The first ID offers a limited access function and the second one provides a more advanced access function.

 

The limited or the light version can be obtained through facial recognition in the WeChat application and can be used for low-security functions like verifying identity for hotel bookings. But the upgraded or the full version must be obtained by visiting an offline terminal and scanning the physical ID card. This edition can be used for high security functions like registering a business.

 

With Tencent starting to become a huge part of the governmental functions, it would be interesting to see what the future holds for WeChat.

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Why WeChat Pay is a game changer for brands in China?

June 5, 2017

Mobile payments have shaped the way consumers spend online in the Chinese market. It has opened a new window to seamless and reliable payment methods and the technology improvements have greatly facilitated the consumer’s spending habits online. With the launch of WeChat Pay, there has been significant competition in the world of online payments with Alipay possessing just 54% of the market share as oppossed to a strong 80% share before 2015. By staying ahead of the mobile landscape and social experiences WeChat has emerged as the next big thing in mobile payments with WeChat Pay.

With WeChat’s increasing wins and an exponential rise in user base there are now multiple opportunities for brands to leverage WeChat Pay.

 

Stay in touch with your customer and collect relevant data 

One of the best advantages of opening a mobile payment portal is the connect you establish with customers during a purchase. The user automatically is added as a follower of the WeChat account once the purchase is made and is broadcasted latest news and developments directly. This is also great for brands to establish effective targeting for customers and bring them customized product recommendations. This will be great for the overall brand recall and will boost sales.

 

Drive recurring purchases directly in WeChat 

A simple and effecting user interface is key to driving sales in this era. To heighten the experience of the consumer, brands must be able to provide them the right user experience and flow which will in turn help in seamless online transactions in a matter of a few clicks. A great way would be to integrate the WeChat Pay into it’s WeChat store for better optimisation and convenience for the customers. A customer that is comfortable and happy navigating through the interface, is more likely to make a purchase.

 

Increase your online revenue 

WeChat Pay has opened a new door for brands to enhance their digital presence and offer their consumers a more reliable and simple way to indulge in online transactions in the comfort of their favourite mobile applications that they use every day. WeChat is growing its user base exponentially and the addition of the WeChat Pay and the integration of this in the WeChat stores of the brands is expected to boost sales rapidly for brands.

 

It is imperative that brands must leverage this opportunity and provide the best consumer experience to their audience in the WeChat application across China.

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