Traditional e-commerce builds platform awareness through brands’ own traffic, committing huge advertisements and infrastructure construction, ultimately establishing user trust. Social e-commerce providers recharge their trust through social currency, which means that product recommendations from WeChat friends naturally have a social trust foundation.
Wechat (Weixin) User Statistics, Trends, and Insights
WeChat, known as Weixin of its Chinese app name and owned by Tencent, is the top mobile app by total MAUs and engagement in China, with 1.13 billion monthly active users in Q2 2019. Check out CIW Dossier for detailed WeChat statistics.
- Marketing and advertising opportunities on WeChat Moments
- Insights on WeChat Official Accounts
- Case Studies on WeChat Marketing
- China social media users compared: Weibo vs WeChat vs Momo
Tencent launched WeChat in January 2011 as a free instant messaging mobile app, led and developed by Zhang Xiaolong in Guangzhou. It also has a web version.
WeChat Supported OS: iOS (iPhone/iPad), Android, Windows Phone, Nokia S40 Symbian, BlackBerry OS 5.0, BlackBerry OS 6.0 and above, Blackberry 10, Windows, MacOS, Web Browsers
WeChat app now offers users mobile contacts, free video and voice calls, games, stickers and text messages, group chats, social networking (under WeChat Moments), and mobile payment (WeChat Pay).
Users could also discover new friends through location-based services (LBS) or WeChat Shake (discontinued in 2019).
WeChat also has a VoIP feature called WeChat Out to help users call mobiles and landlines around the globe at low rates. It is only available for users outside Mainland China.
Read the full WeChat story here, told by its founder Zhang Xiaolong.
How to Set Up and Register WeChat
WeChat can be downloaded free here. After downloading and installing WeChat, open the app and select "Sign Up", enter your mobile number as instructed. 4. An SMS verification code will be sent to your phone (for free!); enter the code into WeChat to verify your mobile number to register successfully.
Creating a WeChat account requires a mobile phone number. WeChat no longer accepts registration via email address, QQ number, or Facebook account.
An SMS verification code will be sent to your phone; enter the code into WeChat to verify your mobile number to register successfully. Registering a WeChat account requires a mobile phone number.
After registration, you can set a WeChat ID as your unique identifier, bind an email address to WeChat for your account security, and set a password to avoid logging in via SMS verification every time.
You can then add friends from your phone's address book, manually entering phone numbers or WeChat IDs, searching for people nearby and Message in a Bottle, or use Friend Radar.
WeChat Ecosystem Essentials: Official Accounts, WeChat Pay, Mini Programs
WeChat Official Accounts
Companies can use WeChat Official Accounts to attract followers on WeChat and reach target audiences.
WeChat Official Account refers to both Subscription Account, Service Account or any other accounts that WeChat offer under the WeChat Official Account Admin Platform Service. This Service is a cooperative promotion business for individual or enterprise users launched by WeChat.
The User, after registering for a WeChat account, may conduct brand promotion activities through the WeChat Official Account Admin Platform. A WeChat user shall, after subscribing to a WeChat Official Account, become a subscriber of that WeChat Official Account.
The WeChat Official Account may release information to and interact with its subscribers through the WeChat Official Account Admin Platform.
One of the top two payment apps in China, in addition to Alibaba's affiliated Alipay, provides instant payment solutions in China.
Bank cards from mainland China can be linked to WeChat Pay by verifying the registered mobile number. Only credit cards may be linked to users outside mainland China.
WeChat Mini-Program are light programs that do not require download or installation; users can access the apps anytime and anywhere. Users can scan a QR code to launch and use the application although search capability is added but limited. Users can simply leave the application after use without the need to uninstall. More here →
Marketing on WeChat
Content marketing is quite common with targeted quality articles distributed on WeChat utilizing both owned and third-party (advertorial) WeChat Official Accounts. Companies also develop HTML5 based landing pages for certain campaigns to drive up the engagement.
Social e-commerce is a segment that involves utilizing communication channels such as social networking websites, SNS, WeChat, Weibo, social media as well as the social interaction, user-generated content and other measures to facilitate the purchase and sales of products. Social networking elements as “like”, sharing, connection, discussion, interaction, and others are applied to the process […]
Though still in testing phase Tencent Live integrates live streaming with its mini program. Brands can embed HTML5 based product on its mini program as an entry to its live streaming. Followers and fans can click to open Tencent Live to watch live streaming.
Mini programs competition is heating up with ByteDance building its own ecosystem on its leading apps short-video TikTok and news Toutiao. With Alipay and Baidu following closely, WeChat is stepping up its Mini Program game by going beyond the WeChat interface and partnering with hardware vendors like Samsung.
WeChat is not the only platform supporting the instant-launch light applications, which is widely known as mini-programs. Leading Chinese internet companies are building their own ecosystem with Tencent’s WeChat, Alibaba’s Alipay, and Baidu’s smart program in the leading positions. Another league of mini-programs worth mentioning is QuickApp, an application ecosystem launched by the nine major […]
The number of e-commerce transactions on WeChat mini-programs increased by 27 times year-on-year in the first half of 2019, according to an official Tencent report.
The monthly active users of WeChat (Weixin) reached 1,133 million during the second quarter of 2019, up 7% year-on-year according to Tencent’s announced financial results. Smart device MAU of QQ was 707 million.
Tencent ads on WeChat Moment only supported daily volume buying with no shorter than 12-hour ad delivery. Last week, WeChat team announced a new type to allow a shortened ad delivery of minimum of four hours. It also shared quick case studies of Prada and Olay utilizing the new promotion mode. For the launch of […]
Although 80% of WeChat users use Official Account, 73% of users followed less than 20 official accounts (OA), of which 24% followed less than 10 and nearly 50% only 10-20, according to data from QuestMobile.
In Becky’s initial WeChat e-commerce mini-program launch in December 2017, the transactions exceeded one million yuan in 7 minutes and nearly 3 million yuan sales in 113 minutes according to WeChat Advertising. Since then, it has been able to maintain a million transactions in the first minute of new product launches. For a direct e-commerce […]
China’s emerging Gen-Y’s complete travel experience journey has five stages: dream, plan, book, experience, and share. Let’s see an overview of emerging Gen-Ys’ power, how they re-shape China’s travel market, stages of their travel journey, and how to get ready. Overview of Emerging Generation Y’s power There is no strict demographic definition for Generation Y […]
WeChat is testing a new traffic entrance, using payment pages to drive fans from their offline stores according to eBrun News.
Shenzhen-based Muse Marry, one of the largest luxury wedding dresses agencies in China, received 350 thousand ad impressions on WeChat Moments through Tencent Social Ads. It has already served over 30 thousand brides since 2012. Some wonder how it gets the customer acquisition cost reduced by 94% and acquires 30 new customers every day during one […]
Data-driven, social media and omnichannel are the focuses of digital marketing growth for luxury brands, while “young”, “geographic concentration” and “social” are the keywords that best describe the trend of luxury brand marketing in China. A recent report, jointly published by Tencent Advertising and Boston Consulting Group, revealed three major pain points for luxury brand […]
Chinese social e-commerce companies have been growing at a compound annual growth rate of 100.6%. Their penetration rate has increased to 11.9%. 80% of internet shoppers are using social e-commerce channels. The penetration rate of group shopping consumers has reached the highest at 57%. Compared with the traditional model, the essence of social e-commerce is […]