WeChat now has 468 million monthly active users and it’s ranked the top mobile app in China. In July 2014, total number of Wechat official accounts were over 5.8 million and it is still growing with an average monthly increase of 15,000.
Total accessible Wechat apps increased to 67,000 with daily average increase of 400 mobile apps. There are more than 10,000 advertisers on Wechat advertising platform.
Among different industries, Wechat official accounts whose content are e-commerce related account for 26.6%, ranking top category, followed by catering and finance.
Wechat offiical accounts are divided into two types: subscription account and service account. Companies owning two types of accounts account for 46.77%.
72.1% companies are managing their official accounts by themselves while most companies in automotive and housing industries are using third part partner.
News published on WeChat official accounts mainly involves news about brands and industry, campaigns, online hot trend and so on.
37% campanies update news on official account for 3 times a week and 32% companies update 2 posts each time.
There is only 29.56% companies in e-commerce industry who use WeChat payment; and the adoption rate of WeChat payment is even lower in other industries. Wechat launched card payment which is faster than using credit card.
Major objectives of companies’ official accounts are customer marketing, products launch and O2O transformation.
Wechat official account’s value of sales promotion is not so powerful as it mainly maintains relationship with existed customers.
The main methodology for campanies’ WeChat operation is micro-site which accounts for 78.2%.
Types of Wechat apps are tending to be more personalized and custome-made which provides more chances and risks to Wechat apps developers.