You’ll have to decide which approach best suits your purposes and local capabilities. There’s also a third option to apply for an account directly with WeChat parent company Tencent. Foreign businesses can either register as a wholly foreign-owned enterprise – a fairly long and tortuous process – or piggyback off a local business, usually for a fee. Limited content outputĪs a brand wanting to use WeChat for marketing purposes, you’ll need to jump through some bureaucratic hoops to set your account up in the first place. This means they stay there longer and come back more frequently. Novelties such as bike sharing apps are also integrated.īecause WeChat’s managed to add features that Western messaging apps can’t handle, there is a greater range of possibilities without users having to leave the messaging service. Services such as Tinder and Slack, which are separate platforms in the West, are all within WeChat. WeChat enjoys a high share of attention because there are so many services within this one app. That’s the same amount of interaction that Western web users spend across Instagram, Facebook and Facebook messenger combined. WeChat users visit the app an average of 10 times each day, at 50-minute intervals, spending over an hour on the app daily. Perhaps because so much can be done via this one app, users tend to be active on the site at frequent intervals. Other popular features on the site are uniquely Chinese, such as the ‘ Red Packets’ – a digital version of cash-stuffed envelopes given as gifts round Chinese New Year. It was one of the first messaging apps to combine voice, text and photograph tools in one package, enabling communications between Mandarin speakers. Typing Chinese characters can be laborious, so WeChat offered a solution – voice messages that were super easy to record. In some ways, WeChat is peculiarly Chinese. WeChat shows that the Chinese market is far ahead of the West when it comes to social eCommerce. This includes selling games and facilitating online payments that enable users to shop through the app as well as book services such as taxis. Unlike Facebook, that makes 95% of revenue from ads, WeChat’s income derives from the service it provides. The app’s had a significant impact on China’s active population of web users, changing the way they communicate with one another and how they shop. WeChat is sometimes compared to WhatsApp, a popular messaging tool in many markets with over 1 billion users across Brazil, Russia, India and Europe.īut WeChat has much, much more to offer than WhatsApp, including some pretty nifty eCommerce integrations. That means your brand really needs an effective strategy for the platform if you’re to succeed in China. For Chinese consumers, it’s become something of an essential service. Known locally as Weixin, it’s now evolved significantly in both users numbers and the features it offers. Created in 2011 as a modest messaging service, WeChat now has close to a billion users and is China’s most used app by quite a distance.
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