WeChat is an instant
messaging and social media app developed by Tencent in China, first released in
January 2011. WeChat meets many functionalities from the best known social
networks in the same platform. Now the app is available over 100 countries in
over 15 Languages.
WeChat has 600 million
users, including 500 million of Chinese. Which make it the biggest social media
in China. With 40% of its users between 20 and 29 years old, WeChat is the best
way to target young Chinese costumers.
Comparing to its
competitors, WeChat is more focused on sharing between closer connections, in 1
to 1 or one to many. Even if the average users might only use WeChat as they do
it with Facebook, the app combine a lot of functionalities in order to keep in touch
with friends and family, share life moments and make new friends.
Aside from all the
functions we're used to, like creating group chats, sending photos, music
files, and voice notes, WeChat introduces some functions never seen before in
similar messaging apps. Indeed, WeChat has the advantage of being flexible by
being connected to 85000 other applications. This eco system allows companies
to develop features that are specific to their brand in order to expand their
customer base.
Here are some of its
most important features:
-
Voice chat and Walkie-Talkie
This function make
conversation more immediate and fun, although only one person can speak at a
time. Moreover, it’s more convenient for Chinese people than to tap. In few
taps you can start a group conversation and a live voice chat.
-
Wallet
By connecting your
bank account to your WeChat account, you just have to scan a QR code or a bar
code to pay in a shop in China. You can also make online shopping,
group-purchase, gift, movie tickets, dining payments, taxi reservation etc...
-
To create content
Companies can share
a lot of content on WeChat by creating application. Tesla created an
application that provides information about the different models, interactive
map to find dealerships.
-
To « Shake» its phone
The user can
« Shake » its phone to find someone around him who is doing the same.
By making partnership with ad agencies, WeChat propose to brand to use this
function to offer interactivity in order to promote a brand or an event.
Nowadays WeChat is the
best marketing solution in order to promote a brand in China.
Maxime Vaudin & Loic Rencker
Sources:
httphttp://www.bysoftchina.com/blog/trends/brands-get-busy-on-the-powerful-instant-messaging-apps-wechat/3246://fr.slideshare.net/cbaker19/wechat-analysis-for-brands
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