But do you really need a WeChat official account from the get-go?

WeChat dominates China’s digital ecosystem, offering powerful tools for marketing and customer service. But deciding whether to use a personal or official account can shape your brand’s success.

As an agency that’s guided international brands through the Chinese market for over ten years, we’ve seen both strategies in action, and the results they deliver.

We’ll share what works, what doesn’t, and how to use WeChat effectively to grow your presence and trust among Chinese consumers.

Brief Explanation Of WeChat And Its Popularity In China

WeChat, created by Tencent, is essential for 1.25 billion monthly users in China. It has messaging, payment services, and mini-programs, and connects people from different areas.

Businesses use it to engage with their audience and can create Personal or Official WeChat Business Accounts.

Relevance Of WeChat For Businesses In China

WeChat is hugely popular in China, making it a crucial marketing tool for businesses. Brands can use its features to engage with customers and target specific demographics through advertising.

Successful WeChat marketing can increase brand awareness, drive sales, and build customer loyalty.

Personal WeChat Account Vs WeChat Business Account

Personal WeChat accounts offer more flexibility in terms of posting and connecting with customers, while official business accounts provide access to marketing tools and improved brand credibility.

Differences In Features And Capabilities

Personal WeChat accounts are for casual communication, while official WeChat business accounts have features designed specifically for businesses.

These include content creation tools, targeted advertising, and integration with third-party services. There are three types of official business accounts: subscription, service, and enterprise, each catering to different business needs.

For instance, subscription accounts send daily updates, while service accounts offer interactive features like instant responses and personalized solutions for specific industries or use cases.

Advantages And Disadvantages

One of the advantages of using a personal WeChat account for business, it can create a strong connection with customers and foster customer loyalty.

However, there are several disadvantages you should consider, the foremost concern is the lack of professionalism; many potential clients may question the legitimacy of your brand if you operate without an official business presence on the platform.

Privacy issues also arise since you’ll be sharing information from your private life on this same channel – not ideal in maintaining online reputation management.

Benefits And Drawbacks Of Using A Personal WeChat Account For Business Use

A personal WeChat account gives businesses the benefit of direct and personal communication with customers while lowering upfront costs.

Benefit: Direct And Personal Communication With Customers

WeChat helps businesses communicate directly with customers, building stronger relationships and fostering loyalty. It allows for timely support and quick response to inquiries, showing care for customers’ needs.

A great example of using WeChat’s direct messaging feature is Lululemon Athletica Inc., which uses its official account as a marketing platform while encouraging store managers to connect with local consumers through personal accounts.

This strategy enables them to build deeper relationships with customers beyond promotional messages sent via an official account.

Benefit: Lower Upfront Costs

Using a personal WeChat account for business saves money on setup and maintenance fees compared to an official account, making it a great option for small businesses with limited budgets. However, there are also drawbacks to consider.

Personal accounts lack some essential features such as access to analytics tools and other marketing options that make paid promotions more effective in reaching larger audiences.

Drawback: Professionalism Concerns

Using a personal WeChat account for business can harm professionalism and brand image by blurring the lines between personal and professional communication, leading to confusion and misunderstandings.

Customers may not take a business seriously when they receive messages from a “personal” account rather than an official company profile.

Furthermore, employees may inadvertently share sensitive company information or personal data with unintended parties.

To avoid these issues, it is recommended that businesses consider to open a Wechat official account for business instead of relying on a personal account for their marketing needs.

It allows you the freedom to separate your private life from work-related issues.

Drawback: Limitations In Scalability And Features

Using a personal WeChat account for business has limited scalability and features compared to official business accounts, which can hinder a company’s ability to expand and grow its online presence.

For example, there are restrictions on the number of contacts that can be added to a personal account, limiting the reach and impact of a business’s social media efforts. Additionally, personal accounts are tied to a mobile number, which can create issues if an employee leaves the company or changes their mobile number.

These limitations can hinder a company’s customer engagement without an official account, making it difficult to showcase products or provide customer service.

Benefits And Drawbacks Of Using An Official WeChat Business Account For Business Use

Using an official WeChat business account has benefits like marketing and analytics tools, improved brand visibility, and customer support, but also has drawbacks.

Benefit: Access To Marketing And Analytics Tools

WeChat Business Accounts provide marketing and analytics tools to track follower behavior and demographics. This helps businesses create targeted content and promotions for specific audiences, potentially increasing sales.

For example, a Chinese restaurant can use WeChat’s analytics to see that most followers are young adults who like spicy food.

Additionally, with WeChat’s advertising options, businesses can reach new customers through targeted campaigns based on location, interests, or other factors.

Benefit: Improved Brand Credibility And Visibility

Establish trust and authority with potential customers in China through an official WeChat business account. You’ll be able to improve brand credibility and visibility online.

By partnering with Key Opinion Leaders (KOLs) who have earned the trust of their followers and can promote your products or services on the WeChat app, giving you exposure to more potential customers and strengthening your reputation within the industry.

Benefit: Ability To Provide Customer Service And Automated Responses

Signing up for a WeChat business account offers the benefit of being able to provide customer service and automated responses that can help businesses engage with their audience effectively.

With instant messaging capabilities, customers can get quick responses to any queries they have while businesses can use chatbots for more complex inquiries.

For example, a beauty brand can use automated messages to answer common questions like shipping info or product details. This frees up staff to handle more specific inquiries, while still providing quick assistance to customers.

Drawback: More Complex To Manage

To manage this type of account can be more complex compared to using a personal WeChat account for business purposes. This is because with official accounts comes to access to many rich features and strengths that brands should consider when choosing the right type and mix of accounts.

For instance, creating a WeChat account involves registering the company and setting up WeChat Pay. Companies must follow laws and provide accurate brand info to avoid legal issues.

Making The Decision For Your Business

When deciding between a personal or official WeChat account for your business, it’s important to weigh the benefits and drawbacks of each option and consider factors such as upfront costs, scalability, privacy concerns, and professional image.

Tips For Small Businesses Deciding Between Personal And Official Accounts

Deciding between a personal WeChat account and an official WeChat business account can be overwhelming. To make the right choice, we recommend considering your objectives for using WeChat.

For a personal touch or lower costs, use a personal account, but it has limitations and can violate terms of service.

On the other hand official accounts provide marketing tools and credibility, but have higher setup and maintenance costs.

Strategies For Transitioning From A Personal To An Official Account, If Necessary

To continue growing your business, switch from a personal to an official WeChat account. You can do this gradually by posting updates on both accounts or by offering exclusive content or deals on the official account.

Communicate clearly with customers about the benefits of following your official account, such as marketing tools and better customer service.

We Can Help You To Manage Your Wechat Account!

Based on the analysis and case studies, using a personal WeChat account for business has advantages like a direct communication and lower costs, but it also has drawbacks like privacy concerns and limited features. An official WeChat Business Account offers marketing tools and improved brand credibility but comes with a higher setup cost.

Therefore small businesses should weigh these options carefully before making a decision based on their budgetary constraints or specific needs. It is important to consider potential legal consequences as well as a cultural adaptation when transitioning from personal to official accounts if necessary.

We are a marketing agency based in Shanghai, that helps foreign brands reach out to Chinese consumers.

Thanks to more than ten years of extensive digital marketing and e-commerce work, our Chinese and foreign specialists have the know-how and experience needed for your success in the Chinese market.

We offer various services, such as:

Don’t hesitate to leave us a comment or contact us with any questions. If you’re interested in entering the Chinese market or are interested in any marketing or e-commerce services, let us know, and we will schedule a free consultation with one of our experts that will learn about your brand and present you with the best solutions for your success.

For international brands, this makes WeChat one of the most powerful gateways into China’s fast-growing e-commerce landscape. But entering this ecosystem isn’t as simple as opening a WeChat store. It requires understanding how cross-border sales, payments, and logistics work within WeChat’s unique ecosystem.

At GMA, we’ve helped hundreds of global brands build and scale their WeChat e-commerce presence. With over 10 years of hands-on experience, we understand what works — and what to avoid — when selling to Chinese consumers.

In this guide, we’ll show you how to launch and grow a WeChat cross-border e-commerce store step by step — from setup to strategy — so you can confidently tap into China’s most connected digital marketplace.

What Is WeChat And How To Use It For Business?

WeChat is a multi-purpose social media and messaging platform developed by Tencent, a Chinese technology company. It was first launched in 2011 and has since become one of the most popular and widely used apps in China, with a user base exceeding 1.2 billion monthly active users.

WeChat offers a comprehensive range of features that go beyond traditional messaging. Users can send text and voice messages, make voice and video calls, share photos and videos, and create group chats. The app also supports various multimedia content, including stickers, animated emojis, and location sharing.

One of WeChat’s distinguishing features is its integrated ecosystem, which combines social networking, messaging, e-commerce, payment services, and more. Users can connect with friends, follow public accounts, and share updates on their personal profiles. WeChat also provides a platform for businesses and organizations to create official accounts and engage with their audience through content sharing, promotions, and customer service.

In addition to its social functionalities, WeChat has evolved into a powerful mobile payment platform through its payment service called WeChat Pay. Users can link their bank accounts or credit cards to WeChat Pay and conveniently make payments for a wide range of services, including online shopping, utilities, transportation, and even offline purchases at brick-and-mortar stores.

WeChat’s influence extends beyond personal communication and transactions. It has become a hub for news, entertainment, gaming, and online communities. The platform offers mini-programs, which are lightweight apps within WeChat that provide various services, such as food delivery, ride-hailing, ticket booking, and more.

How WeChat Stores in Mini-Programs Work?

In China, product research or getting recommendations is often done through social media. Recently, this consumer behavior has been expanded from deciding what to buy, to actually buying directly on social media.

A distinct feature of WeChat, not found in Western equivalents, that allows for this purchasing behavior is the so-called “WeChat Stores”.

Merchants with verified accounts, which have coupled their accounts to WeChat payments platforms, can open an in-app store on WeChat.

In this way, (foreign) businesses can sell their goods to millions of potential WeChat customers directly, without the need to guide them to external platforms. And the customers in turn can utilize the WeChat-integrated online payment systems to pay for their ordered goods.

Wechat shop can be under a mini-program version or the normal website version.

WeChat Mini-programs and HTML5 websites look quite similar, although Mini-programs provide a smoother user experience within WeChat.

Why Are The WeChat Shops So Popular Among Users?

WeChat shops have many features that make the shopping experience of Chinese consumers extremely smooth and convenient:

• WeChat payments: the ability to pay from within WeChat, with one click
• WeChat log-in: users are automatically logged in without having to manually enter their email or password
• Automatic address collection: access the list of addresses that users store in their WeChat account (requires user approval), so users don’t have to fill in addresses again.
• Integration with influencer accounts: Influencers can easily link their posts to WeChat stores or specific product pages, so users can buy products immediately after seeing the endorsement from influencers.
• Social sharing: WeChat stores are easy to be shared with friends through WeChat.
• Re-targeting: you can re-target users based on their WeChat Store behavior with WeChat ads or WeChat messages from your Official Account
• Offline access: users can scan QR codes anywhere and access your Wechat stores with ease.
• Customer service: by having customers buying via your WeChat shop, connected to your WeChat public account, you give them an integrated and intuitive way to speak to your customer service: simply by speaking or writing to the WeChat public account
• Native WeChat coupons: your WeChat shop also enables you to easily send discounts to your customers via a WeChat Official Account. This feature enables you to keep your users updated about the latest promotion and keep them engaged with your brand.

WeChat Cross-Border E-Commerce

Foreign companies without any Chinese business license can create Wechat shops with all of their functions and the Wechat shops are linked to their Official accounts.

Products are shipped directly from abroad or through bonded warehouses (we’ll provide details regarding cross-border logistics in the coming part of this series). WeChat cross-border commerce is gaining traction and we can expect even more services and features to make it easier for foreign brands to sell without the need of entering other cross-border platforms like Tmall Global or JD Worldwide.

Payments are made in RMB by consumers and then transferred to your local bank account in your local currency thanks to WeChat’s overseas payment service.

How to Create a WeChat Official Account as a Foreign Company

Besides individual users’ accounts, WeChat offers a range of choices for businesses to initiate a corporate or public WeChat account.

Currently, companies may choose between three public WeChat accounts:

• WeChat Subscription Account
• WeChat Enterprise Account
• WeChat Service Account

Although we mentioned three types of accounts, the enterprise account is mainly for internal communication, and not for brand promotion. For overseas companies that aim to participate in cross-border e-commerce, Service Accounts are generally the best option due to the fact that they unlock a wider range of features enabling marketing, customer service, and sales via (cross-border) e-commerce.

Service accounts appear directly in WeChat users’ contact lists and are, thus, highly visible branding resources.

A foreign company has 2 options to open a WeChat Official Account:

Borrow the business license from a business partner or use a third-party agent to register an account.

It usually takes 7 business days to register Chinese WeChat official accounts. Note that you will need to verify the account annually in order to access some of the features like WeChat payment or advanced API.

If you choose this option, you will not be able to apply for the normal WeChat payment account since it would get linked with the bank account of the company which provided its Chinese business license.

You can link it with a WeChat cross-border payment account or any Western payment solution like Paypal and Brain Tree.

Companies can also apply for a WeChat account with their foreign business license directly through Tencent.

Note that this is not a standard process, it can take two months to finally get the account.

The company needs to prove to Tencent that it wants to do e-commerce in China. It also needs to provide an existing foreign e-commerce website. Tencent charges a 2,000 USD fee to open this type of account.

Tencent can also open accounts for companies willing to heavily invest in WeChat advertising (above USD 1M per year).

If you don’t want to take care of this process by yourself or don’t know where to start, we are here to help! Contact us so that we can discuss details. Here are some of our WeChat services:

WeChat cross-border payment account

You need to apply for this kind of payment service to sell cross-border via WeChat stores. This payment method doesn’t require you to have a Chinese bank account.

When Chinese shoppers buy goods overseas, they can pay in RMB via WeChat Pay. Your local currency will be converted into RMB based on real-time rates.

Major currencies are included: HKD, USD, GBP, JPY, CAD, AUD, EUR, NZD, KRW, THB, SGD, RUB, DKK, SEK, CHF, and NOK.

WeChat Pay settles each transaction with foreign vendors based on the price in local currency. For unsupported currencies, transactions can be made in US dollars.

T+1 day settlement ensures a fast and safe payment transaction.

How to Create a WeChat Store as a Foreign Company?

The best and most efficient way to create a store is to use 3rd party WeChat store providers in order to open a WeChat store just like Western brands rely on solutions such as Shopify, Salesforce Commerce, or Magento to develop their own stores.

The four most popular 3rd party WeChat e-commerce platforms are Weidman, Youzan, JD.com, and Lewaimai.

Weidian

Weidian is the biggest free platform to create WeChat shops. It enables companies to create stores connected to WeChat via WeChat login, payments, and other WeChat social functions.

Youzan

Youzan is a domestic WeChat store provider with millions of users in China. Pricing ranges from 6,800 RMB (~1,000 USD) to 26,800 RMB (~4,000 USD) per year depending on features and excluding add-ons.

The best thing about this platform is that the design can be customized and it includes lots of menus and music.

JD.com

When it comes to trust and authenticity, the JD WeChat store is no doubt the biggest and most trustworthy platform for customers. But this trustworthy reputation comes with a much higher bar of entry.

Lewaimai

If you are operating a restaurant and want to offer food delivery service, Lewaimai will be a good platform to look into. This platform is specifically designed for a WeChat food delivery service.

Advantages of selling cross-border on WeChat

The biggest advantage of using unique social media applications, such as WeChat, is that companies can both sell to and, engage with their customers or followers on one overarching platform which is deeply embedded into their everyday lives.

Additionally, compared to other platforms, opening a store on WeChat gives brands a lot of creative space to customize the official store look and content to fit the brand image.

Furthermore, customer behavioral data is easily accessible and shared with official account owners (contrary to large platforms like Tmall and JD, which keep the raw data for themselves), thereby creating a high potential for customer relationship management (CRM). This allows companies to manage and analyze detailed customer interactions and data to improve their sales growth.

Finally, WeChat stores allow brands to interact directly with customers and serve them on a more personal, one-on-one level.

However, WeChat stores can be very competitive; and there is no organic traffic, so brands have to market aggressively to drive traffic to their stores.

We Are a WeChat Marketing Agency in China!

We work extensively in the:

• Mini/Micro Site Development
• Ad Campaign Management
• Content Promotion Strategy (Organic)
• WeChat Content Creation & Formatting
• Reporting & Analytics
• HTML5 Content & Account Development

Why You Should Chose Gentlemen Marketing Agency:

1. We are Tencent’s Official Partner
2. We have  10+ years of experience in WeChat Marketing
3. 10 years experience in WeChat E-Commerce
4. 600 projects working with WeChat
5. We have a team of Chinese and foreign experts working on your success in China

We offer cost-effective solutions, optimizing your sales results on Wechat and maximizing ROI. We are a perfect match for small anf big businesses and enterpreneurs interested in selling in the Chinese market.

Don’t hesitate to leave us a comment or contact us to discuss your options on WeChat and the Chinese market!

For international brands, these groups are a real opportunity: they’re communities where real conversations, trust, and sales happen. Understanding how to use them effectively can open powerful new doors in China’s digital ecosystem.

At our agency, we’ve helped global brands with their WeChat Marketing to connect with Chinese consumers for over a decade. From building brand communities to managing social engagement campaigns, we’ve seen firsthand how WeChat Groups can turn casual chats into loyal customer relationships.

In this article, we’ll show you how to use WeChat Groups to grow your brand, engage your audience, and drive measurable results in China.

How are WeChat groups significant for your business?

WeChat is integral for businesses attempting to reach consumers in China as well as increase brand awareness and sales. A key advantage of using WeChat is the high engagement from members; meaning that more people will see your messages.

To begin with, it might be time-consuming to find and join the groups that are related or relevant to your brand’s business in China but it is worth the effort. There are a numberless amount of groups out there that will serve as a great marketing space for you.

Best ways to use WeChat groups for promoting your business

Create your own group

You can set up your own WeChat groups once you’re familiar with how they work. You are the leader, it’s your responsibility to keep the conversations going by posting relevant messages regularly. If you’re not available all the time, you can use schedule options to post messages ahead of time.

Also, start discussions about topics related to your products or industry to get people talking. And finally, don’t forget that you can remove anyone from the group who isn’t using it appropriately or whose presence could damage the brand in some way.

Create exclusive sales for the group

WeChat groups are magic when it comes to connecting with customers. Brands can alert their customers about exclusive discounts, promotions, special deals, or quick sales. Sales associates of the brand send messages to the group. Group member receives this message like receiving a message from a friend. It is indeed more effective than receiving messages from a brand name.

Add influencers to your group

Adding a group member who would influence the other members is a very effective way to increase your brand’s awareness. These influencers will be highly active in the group, promoting the brand by joining discussions and adding new members or simply answering back text messages. These influencers are engaged customers of your brand and are the backbone of any profitable business. You can show your appreciation for their efforts in recruiting new members by sending them a small gift.

Automate your frequently asked questions

Your customers will surely ask you some questions. How about creating an informative introduction for your group members about the things they would like to know? Automating your frequently asked questions will not only save you plenty of time and resources in the long run but also make your brand look more professional.

How do WeChat groups work?

Sending Invitations

To join a WeChat group, you have to be invited by another member of the group. You can’t discover groups independently. One of your contacts or your friends who are already in the group has to add you. For groups with less than 100 people in, you can be invited with a QR code. Or else you have to be invited directly through the app.

The best way to learn about which groups exist is probably just to ask your network of friends and contacts in China, particularly those who live in the same city as you.

Setting the Admins

The person who creates the group automatically becomes its leader. The leader is akin to an administrator, with the power to add and remove members from the chat as they see fit. You can identify who the current group leader is by clicking on group information on the right top of your screen.

Managing the size of the groups

A WeChat group is limited to 500 members. Up to 100 members can be added without restriction, but after that, an invitation must be accepted before the person joins the group. If a group reaches its 100-person limit, then anyone wishing to join must link their bank account to their WeChat if they want to access it. This promotes people using the WeChat wallet for payments and enables businesses bigger opportunities to direct customers to other WeChat shopping channels such as WeChat mini-programs.

Setting sticky on top feature

Using the Sticky on the top option, you can keep the specific group on top of your WeChat app. This is handy to access the group quickly if you are active in it.

Muting Notifications

Setting the mute notifications on, this setting is useful when you end up in a group that is very noisy and sends irrelevant text messages all the time. It can be annoying and distractive. With this setting, you can mute the group without leaving it together.

Saving WeChat group to your contacts list

This setting allows you to add the WeChat group to your contacts list. This can be beneficial for businesses that need to quickly send messages to multiple groups since they’ll be compiled in an easily accessible list.

Using QR codes

You can join groups by scanning their QR code with your phone. This is a quick and easy way to find new groups or promote your own group by sharing and promoting your unique QR code on your space.

Advertise on WeChat with our help

WeChat is a powerful marketing tool for businesses. It allows you to reach out to potential customers who are already using the platform and engage with them in a variety of ways. WeChat advertising can help you promote your brand, products, or services to a wider audience, and it can also be used to drive traffic to your website or online store.

GMA can help you get started with WeChat advertising easily. We have a team of experienced professionals who can assist you with creating and managing your WeChat account, as well as developing and executing your advertising campaign.

Discover how to use WeChat groups for marketing purposes! Contact us today and grow your business in China.

Tencent introduced WeChat Channels to compete with Douyin, China’s version of TikTok.

At GMA, we’ve helped international companies navigate China’s fast-changing digital landscape, from WeChat strategies to Douyin campaigns. We know where brands succeed—and where they often struggle.

In this guide, you’ll learn exactly what WeChat Channels are, how they work, and how your brand can use them to reach new audiences, build trust, and drive sales in China.

WeChat Overview: The Most Popular Super-App in China

WeChat (chin. 微 信 Weixin) is a social media app that was created in China in 2011. It is a blend of Facebook, WhatsApp, and Instagram. Users can chat with friends, share photos and videos, and follow celebrities and brands. WeChat has over one billion active users, making it the most popular social media app in the world. It is available in eight different languages. Brands are increasingly using the WeChat ecosystem to reach consumers in China and around the world.

WeChat is the best example of a Chinese phenomenon of super-apps which are mobile applications that are small ecosystems themselves. Those are apps that are so broad in functions and features, that they offer users the opportunity to do everything they need to do on their mobile phones without leaving the app.

WeChat has many features, including; text and voice messages, video calls, video creation tools, WeChat Moments (something similar to Facebook pages), WeChat Payment method, WeChat mini-programs with Wechat Store function, WeChat Wallet with many functions inside, like ordering food, taxis, buying tickets for events and so on.

Douyin: The King of Short Videos in China

Douyin (chin. 抖音) is a Chinese social media platform for short video content. It was first released in September 2016 and now has over 750 million active users. The app is owned by ByteDance, which also owns the popular Chinese news aggregator Toutiao.

Douyin lets users create and share short video high-quality content with filters, music, and animated text. Users can also follow other users or other accounts and see their videos in a dedicated feed. Douyin is known for its user-generated content. Videos on the app are usually shot vertically with quick editing and filters for added effects. Most videos are comedic or lighthearted in nature, and many create content focused on everyday life and trends in China.

Douyin is the most popular short video platform in the world, with 750 million monthly active users. What is important is that this is the platform where you can target young generations, as half of the Douyin population is under 30 years old. The platform’s audience comes from rich 1st and 2nd tier cities in China, which makes it a great e-commerce platform for luxury goods. Its direct competitor is Kuaishou, a very similar brand targeting audiences in smaller cities in China.

Let’s take a look at the WeChat Channels function and examine if it’s a tool that can overtake the most popular short video platform in China.

WeChat Channels: WeChat’s Way to Have a Say in Short Videos Industry

China’s most used messaging app WeChat, managed by Tencent Holdings Ltd., released its newest feature called “WeChat Channels” in early 2020. We are talking about the nightmare of short video apps such as Douyin (Chinese TIKTOK) and Kuaishou. WeChat launched the Channels feature to compete in the short video-sharing market.

WeChat can be used for everything from messaging to booking meals and movie tickets. Adding the WeChat Channels feature threatens the leading position of Byte Dance Inc. (Douyin) which serves 750 million daily active users in China, as well as the Kuaishou video app with 300 million daily users.

How does the WeChat Channel work

The WeChat Channels account allows content creators to share short video content for up to 60 seconds or share up to 9 images (with character limitations) on their WeChat video channel (so-called WeChat Channel). The videos include a description that can include articles from the WeChat Official Account and can give you an easier interaction with WeChat users by being able to insert comments on and like videos, as well as like someone else’s comments on your WeChat account.

The WeChat Channels function also shows you how many of your WeChat friends and WeChat Channel users have liked it.

Allen Zhang (Zhang Xiaolong, Senior Executive Vice President and President of Weixin Group) argues that WeChat Channels, in combination with several other function, would help WeChat to maintain its dominance in the Chinese market and would help to increase the use of the app and attract users.

The WeChat Channels section looks very similar to the one in Douyin; you can discover content posted in the form of horizontal videos with some background music from friends (which is the default tab). In the main menu of the WeChat Channels feed, there are also two other options to select from; the “Following” search function, which displays high-quality content from WeChat Official Accounts you follow, and “Hot” showing WeChat video feed with the most trending video content at the moment.

WeChat users can also search for content under location or hashtag specific content that they want to view. Therefore, they have a possibility to discover other public accounts apart from those they already follow.

WeChat Video Platforms’ integration with other WeChat functions

WeChat Channels is a great marketing tool for both personal account and WeChat official account holders, as it is another feature that can help you increase traffic on the entire WeChat ecosystem. Because it’s within the WeChat app, it’s integrated with all the other functions that you’re either already using or should start using to boost your brand’s awareness. Let’s take a look at some of them;

WeChat Channels can help you reach new customers

Brand’s Official WeChat Channel, if done correctly, can help you reach new followers and then redirect them to your Official WeChat Account, WeChat mini shop, or other Web platform. WeChat is considered a bit closed app in comparison to Weibo or RED, where you can reach your follower base and build trust and brand awareness rather than reach a new audience. But WeChat Channels are an exception because they can help you get new followers, who will find you while scrolling through “Hot” tab on their WeChat Channels dashboard.

Redirecting traffic to your Official WeChat Account

If you go through the corporate verification process and have a verified WeChat Channel account, you will be able to link it with the Brand’s Official Account. With a verified account, you can add any article link or QR code to your WeChat Official Account, inviting WeChat video viewers to follow your Brand’s Official Account. Furthermore, you can post content in WeChat Channels and embed it in WeChat public account articles.

Increasing sales through video feed

WeChat Channels is great for increasing conversion, as people can see your products through videos, which can better present the items than just single photos. You can also work with KOLs and KOCs, which are Chinese influencers, to show your products and introduce your brand to followers of their personal account’s WeChat Channel pages through live broadcast promotion or live streaming (there is a live streaming function built in WeChat Channel panel). They can later redirect traffic to your WeChat Channels accounts or WeChat Official Account.

WeChat Channels work as a bridge to your WeChat Store

As you can put links to articles on your official account, you can do the same when it comes to WeChat Stores in the mini-programs section of WeChat. This function is useful especially when it comes to live streaming, as you can put direct links to the product pages of items you’re broadcasting, which can help in generating direct sales within the platform.

Sharing content in chats

Apart from all the functions mentioned above, WeChat users can also share content with their WeChat friends on WeChat personal account Moments, on their own WeChat Channel, and send it to their friends through individual messages or in group chats. So as you can see, WeChat Channels are an opportunity for brands to get a wider reach of their posts.

Will WeChat Channel Succeed in The Short Video-Sharing Market?

As Tencent realized they were losing ground to Douyin and Kuaishou, they started making it easy to upload and edit content on WeChat Channels, making it more convenient and user-friendly.

“While Tencent’s strategy to retain users and WeChat Channel content makes sense, the company needs to tread carefully, because unrestricted short-video publishing may lead to content that is trashy and low-brow, and often also repetitive and non-differentiated”, said a Bloomberg Analyst.

WeChat Channels feature will try to win back younger users addicted to Douyin and Kuaishou, while also seeking to unlock new ways for clients to place ads and monetize their traffic. WeChat’s social ad business is expected to grow 30% this year, citing diverse offerings for the WeChat instant messaging App.

We must remember how in 2018 WeChat introduced a Snapchat-like video feature to its semi-public moment’s feed, which barely gained traction.

How to Use WeChat Channels Account for Your Company’s Benefit?

WeChat is an incredible place for you to share interesting content about your brand and your products. Use WeChat Channels new feature to boost your brands’ awareness in the Chinese market. Having a WeChat Official Account and uploading short videos or images can give you great awareness using the effort that WeChat is using to boost this new Feature.

With WeChat Channel posts, you can continue to grow your customer loyalty or bring traffic to your customer service by doing short videos of your service or provided products.

Our Agency specializes in the promotion of the WeChat Channel on Social media, Forums, WeChat Groups, or among users. We also communicate with other WeChat Channels to help your WeChat Channels feed to get exposure.

How can I sell my products on WeChat?

As we mentioned before, you can integrate your WeChat Video Channel with WeChat Stores in mini-programs. This feature can be described as a kind of “sub-application”. An app inside another (in this case, WeChat). Mini-programs can, therefore, be compared to “mini-apps” built into WeChat itself. As a result, users will no longer have to use or download new apps because they may already be in WeChat!

The mini-programs concern all types of services: sales, e-commerce, and government services.

Contact Us to Get Started on WeChat

In todays’ China it’s impossible to build brand awareness and trust without having a WeChat account of your brand. It’s the go-to app for 1.26 billion Chinese Internet users, which is basically the whole Internet population of China. Therefore, it’s important to prepare a well-tailored marketing strategy for this platform.

But as you might already understand, WeChat, being a super-app, can be tricky and complicated for someone without experience in the field. Therefore, we offer you a group of experienced specialists with Chinese and Western points of view on the work. Over the years we worked with many companies, helping them with marketing strategies on the Chinese market.

We can help you through corporate verification and setting up an Official Account, and guide you through all WeChat functions, including WeChat Channels and best practices to win the audience there. You can count on us regarding your WeChat mini-store, WeChat Payment system, and so on. We can help you set up and use the in-app Wechat CRM.

It is a great tool to communicate with your followers/customers and can be used as a replacement for a newsletter. Remember, email marketing does not work in China, people don’t read emails.

If you have any questions regarding your own WeChat Channel profile or would like to contact us with any other China-related issue, do not hesitate to leave us a message! We respond within 24 hours.

At GMA, we’ve spent over a decade helping international companies adapt their digital strategies to the Chinese market. We know firsthand why traditional email campaigns fail here—and which channels deliver real results.

In this article, you’ll learn why email marketing doesn’t work in China, discover the best alternatives, and get actionable tips to reach Chinese consumers effectively.

Email Landscape in China

The Chinese email market is completely different from what we know in the West. In the West, email is a preferred form of communication both professional, but also in personal matters. According to statistics, checking email is what 58% of adults do first thing in the morning, and more than 90% do it throughout the day. E-commerce is also dominated by emails and whenever we buy something online, we get an email confirmation and other important information there. 

While almost everyone in the Western world has and uses email on a daily basis, it’s not the rule for Chinese internet users. Statistics reveal that nowadays roughly 5% of Chinese people open their emails. And they most probably do that for a particular purpose – not to see if you have emailed them too or not. So whatever email subject or email design you will offer them, the chances that they will even click to open the message are very low. 

Chinese people don’t use email for professional matters, as they use WeChat for that. They also don’t leave their email addresses to register on various platforms or services because they have their mobile phone numbers and WeChat IDs tightly linked to their identity. An equivalent of marketing emails is also embedded in Wechat. 

So what to do when you want to get through to the Chinese market? How to communicate with your potential customers if not through email marketing? 

QQ – the closest equivalent of traditional emails

If you ever ask a Chinese person for their email address, what you will most likely get in return will be a bunch of numbers with the @qq.com domain at the end. QQ can be seen as some kind of the equivalent of Western email service providers in the Chinese email market. And if you’ll send an email to a Chinese person, if they ever open it, they will do so in QQ, as this is the closest to what we can personal emails. 

QQ is an online messaging and social media platform that allows users to connect with others. It’s one of the most popular platforms in China, with over 800 million monthly active users. QQ offers a variety of features including instant messaging, group chat, voice and video calls, stamp collections, games, and more. You can also use QQ to connect with people from all over the world.

So as you can see, it’s one of the super-apps in China, with far more functions than simple emails. But, if you’re looking for a place to send a promotional email or carry an effective email marketing campaign, there are better platforms to do it. 

How does China make up for email marketing?

A life without WeChat in China is inconceivable. WeChat is the super-app to go to in China and there is also room for email marketing there. 

WeChat marketing is analogous in its function to send promotional emails. While no one opens emails, there are 1.26 billion active monthly users on WeChat which sum up your potential Chinese customers. 61% of WeChat users open it at least 10 times per day. So this is the right tool to target the Chinese market with promotional content. 

WeChat Official Account is the Chinese email marketing tool

To be able to send messages to your audience (as you won’t have a list of email addresses to contact as you do in the West), first, you need to have a WeChat Official Account for your brand to publish original content there.  

The WeChat Official Account is the Chinese equivalent of a brand’s Facebook page or website. It provides businesses with an opportunity for direct communication and content sharing to reach their customer base. It’s a powerful tool for businesses because it allows you to publish shareable content to your followers.

Types of WeChat Official Accounts

There are two types of WeChat Official Accounts that brands can use to communicate with their audience: Service Accounts and Subscription Accounts, both great for revenue-generating emails. 

A subscription account allows sending one push message to your audience per day and up to eight articles per month. But the downside of this account is that it doesn’t allow push notifications and all the messages will show in a special subscription folder in WeChat. And what is important to mention, it’s not one of the options for companies overseas, as it doesn’t support foreign business entities. 

If you’re a foreign company wanting to start a WeChat Official Account, the best option for you is the Service Account. It allows four pushes per month and up to 8 articles for each push. This account provides a function similar to what we know as newsletters, as it enables sending push notifications, so they come to WeChat users as normal messages. They also get a predominant place in the chat feed. 

Remember to verify your account

Although many companies have their official accounts on WeChat, a lot of those accounts are not verified. A verified account is an account that is recognized as the official account of a company. Verification helps Chinese users trust the account and the content that is shared there and therefore, they are more likely to read, share, and engage with the content you publish. 

How to make use of WeChat Official Accounts for marketing?

As we mentioned above, WeChat Official Accounts allow for push notifications, that are sent directly to the followers base in the form of notifications. This function is very similar to sending promotional emails or newsletters to a list of email addresses, which is offered by the majority of email services in the West. 

Data shows, that 8 out of 10 WeChat users check the app to read newsletters of their favorite brands and accounts. Chinese people enjoy looking for information on their own, but they also like it a lot when the right content reaches them on WeChat. In their opinion, only a respected and secure business can use WeChat to reach out to the crowds with a product. So they give due consideration to the information that arrives at them through WeChat.

Focus points for sending newsletters on WeChat:

• Regular posts (try to have a fixed date and time for sending newsletters);
• Up-to-date information;
• High-quality content;
• Diversity;
• Bringing value to the reader.

WeChat allows for special designs of newsletters and there are a lot of functions to choose from in order to make your messages interesting and engaging. Those interactive newsletters now are very popular among Chinese users, so it’s a great chance for foreign companies to reach the Chinese audience within one app.

What is particularly good is that your WeChat account can be linked to your website or WeChat brochure in a mini-program. It also offers a lot of options for customization and has features like auto-reply and WeChat Store. Users can get newsletters from you and check all the information about you there in your account, contact you directly for support or even orders. 

What else can be used instead of email marketing?

To sum up, WeChat gives a lot of opportunities for successful promotions due to the following factors:

• Widest audience accessible;
• Precise targeting;
• Regular promotions;
• Easy to convert the readers into clients.

However, it is always a smart move to combine a few media of reaching out to the consumers. Apart from WeChat, it is highly recommended to use the following social media platforms as well:

Chinese Social Media you can use to communicate with your customers’ database

Weibo

Weibo used to be the most popular platform before WeChat took all the laurels. It still has more than 580 million regular users and still plays a significant role in affecting consumer choices. Weibo is also a good platform to cooperate with Chinese influencers, or KOL (key opinion leaders), for more effective promotions.

Douyin

Douyin, or TikTok, is a short video platform that has conquered an audience of around 750 million users over the past two years. It is used daily and serves as an entertaining content provider. With their hectic lives, Chinese people barely have any time to get away from it all. What they can do is browse Douyin with its versatile videos of a maximum of 50 seconds while they have a few spare minutes to relax a bit.

It is a great idea to make your product pop up in the hands of some popular influencers in their videos once in a while. Influencers are good for promoting a product, while Douyin is good for offering links to your e-stores or making people buy directly from it now, even.

Little Red Book

Little Red Book is another rising power in the world of promotions in the Chinese market. Being more reminiscent of well-known Instagram, it is suitable for promoting female-focused stuff mostly. This social media platform is also efficient when used in cooperation with a KOL who might help you to get maximum leverage from your promotions.

All in all, it is important to remember that it makes no sense to use emails when you approach Chinese. With that being said, when in Rome do as Romans do, or as the Chinese say RùXiāng SuíSú ( 入乡随俗 ). There are many opportunities for foreign companies to do a successful email marketing campaign in China.

Leverage China Email Marketing to Attract Your Potential Customers in the Chinese Market

If you want to reach out to Chinese consumers, learning how China email marketing works on WeChat is the way to go. WeChat newsletters are very popular and they offer a lot of potential for your business. However, it’s important to keep in mind the cultural differences when crafting your content. With careful planning and localization, you can create successful campaigns that resonate with Chinese audiences.

If you’re interested in marketing your products or services and would like to learn more about practices for email marketing in China, contact us to schedule a meeting with our professionals. 

We are China digital marketing agency with more than 70 professionals in marketing on the Chinese market and native copywriters for email marketing actions. We can help you setting WeChat Official Account and verify your business entity there. We can show you how newsletters work on WeChat and show a lot of email template examples that you can use for sending successful emails on WeChat. 

If you need a well-tailored marketing strategy for your brand, don’t hesitate to contact us!

The scale alone makes WeChat a must-use platform for marketers targeting the Chinese market. Wechat has grown beyond messaging to become an all-in-one platform for payments, shopping, news, and more.

At Gentlemen Marketing Agency, we’ve helped hundreds of international brands build their presence on WeChat. With over a decade of hands-on experience, we know what works in its unique ecosystem.

In this article, we’ll walk you through the most important WeChat statistics and user trends of 2025. You’ll gain clear insights to guide your China strategy, backed by real data, not guesswork.

Overview of the WeChat Social Media Platform

As of 2025, WeChat has over 1.4 billion monthly active users. Of course, the numbers stating the number of WeChat users worldwide, place the app in the 6th rank of the most popular apps in the world (right after Facebook – 2.9 billion, Youtube – 2.5 billion, Whatsapp – 2 billion, Instagram – 1.4 billion and Douyin/TikTok).

There are 45 billion messages exchanged daily, which is no surprise, as WeChat ranks as the most popular mobile social media platform in China. 73.7% of internet users access the app frequently.

Chinese people spend over 30% of their time online on WeChat, indicating its ever-increasing popularity. The app is responsible for 34% of the total data traffic in China.

User Base and Demographics

WeChat will exceed 1.5 users globally by the end of 2025

As we stated earlier, WeChat has further solidified its stance as one of the most dominant social media platforms globally, boasting a staggering 1.5 billion users. WeChat usage stats not only showcase the app’s immense popularity but also underscore its ubiquity in the daily lives of its users.

Wechat users belong to all age groups and locations

Diving deeper into the demographics:

Age Distribution

WeChat remains predominantly popular among the younger demographic. Around 22.3% of WeChat users fall within the age group under 24 years. People between 25-30 years old are the smallest group, accounting for 13.7% of WeChat users. Then, there are 22% of people aged 31-40, and 19.2% of people aged 41-50. WeChat also boosts an older audience, with people over 51 years old accounting for 22.7% of total users.

Gender Distribution

The gender split is relatively even on WeChat. In 2023, males account for approximately 52.9% of the user base, while females represent 47.1%. This slight skew towards male users has been consistent over the past few years and reflects the inequity in gender distribution in China.

Geographical Distribution

Unsurprisingly, China remains the powerhouse, with over 2/3 of WeChat’s users residing there. However, there’s been a noticeable expansion in international markets. Southeast Asia, North America, and Europe together now account for around 20% of users, indicating WeChat’s increasing global footprint and its efforts to penetrate non-Chinese markets. WeChat has approximately 19 million daily active users in the US.

WeChat Features Usage

From its origins as a simple messaging app, WeChat has expanded into a vast ecosystem with myriad functionalities. More than 60% of WeChat active users open the app every day, while 83% rely on the app for work purposes.

Most Popular Features Among WeChat Users

• WeChat Moments: Holding its position at the top, WeChat Moments – the social media feed where users can share photos, videos, and updates – continues to be the most frequented feature. An estimated 85% of users actively engage with Moments daily.

• WeChat Pay: With the increasing global adoption of cashless payments, WeChat Pay remains a preferred choice for both online and offline transactions. There are 1.1 billion users making online payments with the use of WeChat Pay.

• Mini-Programs: These sub-applications within WeChat, ranging from e-commerce platforms to games, have experienced a surge in popularity. Roughly 614 million WeChat users enter the WeChat mini-programs sub-platform at least once a day.

• Video Calls & Conferencing: The demand for digital communication tools shows no sign of waning. WeChat’s video communication features are now utilized daily and there are 205 million video messages sent every day.

• Official Accounts: These are platforms for influencers, businesses, and organizations to share content. As of 2023, there are more than 20 million WeChat Official Accounts.

New Features Introduced since 2023

• WeChat Discover: Launched in early 2023, this feature is designed to help users find and connect with local businesses and services based on their preferences and locations.

• Virtual Reality (VR) Chat Rooms: Embracing the VR trend, WeChat introduced immersive chat rooms where users can interact in a 3D virtual space. It’s still in its nascent stages with an adoption rate of 15%, but the buzz around it suggests a promising future.

• Personalized AI News Feed: Powered by advanced machine learning algorithms, this feature curates news and articles tailored to individual users’ preferences.

• WeChat Learn: Targeting the e-learning boom, this feature offers users a platform to access online courses and tutorials.

In a nutshell, the 2023-2025 period has been a year of both reinforcement and innovation for WeChat. While its core features remain steadfast in their popularity, the app’s forays into newer, tech-forward functionalities indicate its commitment to staying ahead of the curve and catering to its ever-diverse user base.

WeChat is Valued at over 60 Billion Dollars as of 2025

In March 2025, WeChat reported a robust revenue of $60 billion, and it’s expected to reach $62 billion by the end of the year. This continuous uptick, despite a maturing core market, underscores WeChat’s ability to effectively monetize its vast array of features and maintain a high level of user engagement.

Major sources of revenue

• Advertising: Remains a dominant source.
• WeChat Pay: Integral to daily transactions, WeChat charges 0.01% fee for every transaction exceeding 100 yuan.
• Mini-Programs: Serving various user needs, and many things can be purchased through them.
• WeChat Moments: Users can purchase stickers for an average price of $0.99 for a set.
• Official Accounts and Subscriptions: Leveraged by brands and influencers, those accounts need to be verified, which costs approximately $45 per account.
• Others (Games, Stickers, Premium Features)

Average Revenue Per User (ARPU) is $7!

Given WeChat’s broad range of monetization avenues, it’s unsurprising that the platform boasts a healthy ARPU. In 2023, WeChat’s ARPU stood at $7, which is 7x higher than the ARPU of WhatsApp. This metric reaffirms WeChat’s prowess in maximizing value from its vast user base, not just through user growth but also through increased spending and activity per user.

There are Over 20 Million WeChat Official Accounts!

WeChat’s Official Accounts, a bridge connecting organizations, influencers, and brands to their audience, have evolved into powerful communication tools. By offering a platform for regular content publication, similar to a “news feed,” these accounts have allowed brands to directly engage with followers in dynamic ways.

By the end of 2023, WeChat boasted a total of 20 million Official Accounts and around 72% of WeChat users follow WeChat’s official account for news purposes. Another 41% of WeChat Official account users follow them for promotion.

What is interesting is the fact that 57.3 of WeChat users discover new accounts thanks to other Wechat official account owners, who recommend them on their page. It’s also not surprising, given the fact that more than half of the total users follow between 10 and 20 official accounts on this social media app.

News and promotions are two main reasons why people follow Wechat’s official accounts. According to WeChat statistics, 74.2% of users cited news as the primary reason they follow any Official Account, while 41.9% do so for promotions.

34% of WeChat official account owners interviewed admited, that the app helps them cut costs by about 30%. Businesses not only sell products and services through the app, but also purchase them from other companies.

WeChat Moments is The Most Popular Feature of The App

In 2025, WeChat Moments saw an average of 780 million daily active users and 120 million publish updates frequently. The persistent growth, even as the platform matures, showcases Moments’ enduring appeal in users’ daily routines. In fact, WeChat Moments is the most popular feature of this mobile messaging app, and many Chinese smartphone users launch it just to check WeChat Moments.

Types of Content Shared on Moments

• Photos and Videos: Visual content remains king on Moments. Approximately 60% of all posts are either photos or videos, capturing moments from everyday life to grand celebrations.

• Status Updates: Personal reflections, quotes, or simple text-based posts constitute around 25% of the content.

• Shared Articles and Links: Whether it’s a thought-provoking article or an entertaining video, 10% of posts involve sharing external content.

• Check-ins and Location Tags: Documenting visits to restaurants, tourist spots, or events, these make up about 5% of the posts.

More than 61% of WeChat users check Moments every time they open the app, and 76.4% of WeChat users use Moments to share experiences and catch up with their friends’ stories. This is also one of the reasons that advertising in Moments, in comparison to other places like WeChat mini-programs and official accounts is more effective.

WeChat Mini-Programs Statistics

The introduction of WeChat Mini-Programs was nothing short of revolutionary, presenting users with applications within an application. These lightweight, less than 10MB utilities have transformed the WeChat experience, morphing it from a mere messaging platform into an all-encompassing digital universe.

By the end of 2025, WeChat was home to over 4.3 million Mini-Programs, and it’s said that more than 95% of Chinese companies have their own mini-programs within the app.

There are 450 million daily active users and WeChat usage statistics suggest, that one person uses on average 9.8 mini-programs.

Popular Categories of Mini-Programs

• E-commerce Platforms: Dominating the Mini-Program landscape. Users enjoy shopping within WeChat, given the integrated payment and social recommendation features.

1. Local Services: Whether it’s food delivery, taxi booking, or salon reservations, local service utilities make up a big part of WeChat mini-programs. 47% of users find those apps and e-commerce ones more valuable than other apps.
2. Games: WeChat games, known for their social and casual nature, attract male and female users.
3. Utilities (Translation, Weather, Tools): Practical utilities that enhance the daily WeChat experience.
4. Education and Learning: From language tutors to coding classes.
5. Others (Health, Fitness, Travel, etc.): Diverse in nature, those programs are very specific, targetting different user groups.

Over 20% of users spend more than 1000 RMB per month

Chinese people, especially female consumers (accounting for 67% of mini-program users in China) use those mini-apps to purchase various products and services. 32.6% spend less than 200 RMB monthly, and 47.4% spend between 200 and 1000 RMB.

WeChat Pay Registered Over 900 Million Active Users

WeChat Pay is used by 93% of consumers engaging in offline purchases in tier 1 and 2 cities in China. WeChat Pay is China’s second most commonly used digital payment option, boasting 1.133 billion active users as of 2023.

WeChat Pay has a daily transaction volume of over 1 billion. There are more than 200 million Chinese bank cards linked to WeChat Pay.

Thanks to Chinese tourists, that are forcing other countries to adopt this payment method, now it’s available in 25 other countries and regions. More than 70% of mobile internet usage by Chinese tourists in Korea occurred through WeChat.

Data by country further indicates that in 2017, Chinese tourists in Japan used WeChat Pay for 20% of their transactions. 2019 witnessed a significant 76% YoY surge in WeChat’s daily cross-border payments.

Primarily targeting Chinese travelers abroad, WeChat Pay has consistently expanded its collaborations with international merchants. Moreover, since 2015, WeChat Pay has been steadily making inroads into European markets, aligning with the global shift towards cashless transactions.

What The Future Holds For WeChat?

WeChat’s meteoric rise in the past decade, from a simple messaging app to an all-encompassing digital universe, has left many intrigued about its future trajectory. As we stand on the cusp of 2024, let’s delve into the trends shaping WeChat’s roadmap and the predictions for the year ahead.

What’s Next for WeChat Based on Current Trends?

• Deepening Integration of AI and Machine Learning: Leveraging the power of AI, WeChat may further personalize the user experience. From chatbots in Official Accounts to advanced content recommendations in Moments, AI will play a pivotal role in streamlining user interactions.
• Augmented Reality (AR) & Virtual Reality (VR) Experiences: With the global interest in AR and VR, WeChat could integrate these technologies into its Mini-Programs or gaming interfaces, offering users immersive experiences, be it virtual shopping tours or interactive games.
• Sustainable and Green Initiatives: In sync with global eco-consciousness trends, WeChat might introduce features that promote sustainability. This could range from eco-friendly product recommendations in e-commerce Mini-Programs to partnerships with environmental organizations on Official Accounts.
• Health and Wellness Focus: The post-pandemic era has emphasized health and wellness. WeChat could further embed health trackers, telemedicine platforms, and mental well-being resources, capitalizing on this global paradigm shift.

Predicted Growth Areas or Features for 2025-2026

• Expansion of WeChat Pay: With its existing popularity, WeChat Pay is poised for deeper global penetration. 2026 might witness a more robust presence in the European and American markets, giving traditional payment methods a run for their money.
• Enhanced E-commerce Capabilities: Building upon its Mini-Program success, WeChat is likely to incorporate more advanced e-commerce features, possibly augmented shopping experiences or 3D product previews.
• Official Accounts 2.0: The official accounts might undergo a revamp, offering brands more interactive and dynamic tools to engage with their audience, such as real-time polls, AR demos, or virtual try-ons.
• WeChat University: Tapping into the e-learning surge, WeChat could introduce a dedicated platform or Mini-Program for courses, webinars, and workshops, collaborating with top global universities and institutions.

Unlock the Power of WeChat with Gentlemen Marketing Agency

In today’s digitally-driven marketplace, understanding and leveraging platforms like WeChat is crucial, especially for businesses keen on making an impact in the Chinese and broader Asian markets. But where do you start? Enter Gentlemen Marketing Agency, your trusted partner in navigating the intricate landscape of WeChat.

Why Choose Gentlemen Marketing Agency for Your WeChat Initiatives?

1. Deep WeChat Expertise: With more than 10 years of hands-on experience, our team has an intimate understanding of WeChat’s ever-evolving ecosystem. From Moments to Mini-Programs, we know what clicks with the audience.
2. Tailored Marketing Strategies: We don’t believe in one-size-fits-all. Our approach is bespoke, meticulously crafted to resonate with your brand voice and objectives. Whether you’re a startup or a Fortune 500, we’ve got a strategy for you.
3. Data-Driven Decisions: At Gentlemen Marketing Agency, we let data speak. Using advanced analytics, we fine-tune campaigns in real-time, ensuring maximum ROI for your WeChat marketing investments.
4. Holistic Digital Solutions: Beyond WeChat, we offer an array of digital marketing services. Be it SEO, SEM, or influencer collaborations, our solutions are designed to provide you with a competitive edge.
5. Trusted by Global Brands: Our portfolio boasts collaborations with renowned global brands, a testament to our reliability and results-driven approach.

In the realm of WeChat, where opportunities are as vast as the challenges, having a seasoned ally like Gentlemen Marketing Agency can make all the difference. Together, let’s turn your WeChat aspirations into tangible successes. Don’t hesitate to leave us a comment or contact us!

WeChat isn’t just an app—it’s an entire digital ecosystem used by over a billion people every month.

For international brands looking to reach Chinese consumers, understanding how WeChat works is no longer optional. It’s where people chat, shop, pay, and watch videos—all in one place.

With years of experience our Wechat agency helping global brands succeed in China, we’ve seen firsthand how WeChat can drive visibility, engagement, and sales when used strategically.

In this article, you’ll discover how WeChat’s key features—from WeChat Pay to Mini Programs and Channels—can help your brand connect with China’s mobile-first audience.

Key Takeaways

• WeChat, launched in 2011 by Tencent CEO Pony Ma and Allen Zhang, serves over 1.2 billion monthly users as China’s largest mobile app. The platform combines messaging, payments, social media, and mini-programs into one super app.
• WeChat Pay handles daily transactions for 800 million users, surpassing Alipay’s 520 million users. People use it to pay for everything from street food to luxury items through QR code scanning. The system works with both Chinese banks and global credit cards.
• The app’s Mini Programs feature, launched in 2017, has grown to over 580,000 lightweight apps. These programs let users shop, book services, and play games without leaving WeChat. The game “Jump Jump” gained 100 million daily users in just two weeks.
• WeChat Channels, launched in 2020, reached 500 million daily active users by June 2021. The feature lets users share hour-long videos and live streams. It works like TikTok but stays inside WeChat’s ecosystem.
• The platform offers real-time translation services in multiple languages. This helps global businesses reach Chinese customers. The app also includes group chats for up to nine people and voice messaging features that helped it gain early success.

What Is WeChat?

WeChat stands as China’s most popular mobile app, serving over 1.2 billion monthly active users as of January 2022. Tencent CEO Pony Ma started this game-changing platform in October 2010, with Allen Zhang leading the development team.

The app launched on January 21, 2011, as ‘Weixin’ in China, and grew into the world’s largest standalone mobile app by 2018.

WeChat isn’t just an app, it’s the operating system of daily life in China – Allen Zhang, WeChat Founder

This super-app combines messaging, social media, mobile payments, and mini-programs into one platform. Users text friends, make video calls, share moments, pay bills, book travel tickets, and shop online through WeChat.

The app processes millions of QR code payments daily through WeChat Pay, making cash almost obsolete in many Chinese cities. Business owners use official accounts to reach customers, while the translation services break down language barriers for global users.

Key Features of WeChat

WeChat packs more features than a Swiss Army knife, making it China’s go-to super app for daily life. The app combines messaging, payments, social media, and business tools into one powerful platform that serves over a billion users.

Messaging and voice calls

Text messaging sits at the heart of the app’s success. Users send quick texts, share photos, and make voice calls through the platform. The app gained massive popularity after adding voice messaging in May 2011.

This feature helped the app reach 100 million users by 2012. People love the simple tap-and-hold function to record voice messages.

The app offers crystal-clear video calls and group chats for up to nine people at once. I tested these features daily with my team in Shanghai, and the call quality stayed strong even with poor internet.

The 2016 launch of WeChat Out brought a game-changing feature. Users can now call mobile phones and landlines worldwide at low rates. The built-in translation services break down language barriers in real-time chats.

Group messaging lets users create spaces for family, friends, or work teams to connect instantly.

Moments (social sharing)

WeChat Moments acts as a social sharing hub where users post photos, videos, and status updates to their contacts. This feature mirrors Facebook’s newsfeed but offers stronger privacy controls for content visibility.

Users share their daily lives through pictures and short posts, creating a digital scrapbook of memories. A striking 93.5% of Chinese internet users actively engage with WeChat’s social features, making Moments a vital platform for brand visibility.

WeChat Moments transformed social sharing in China by combining privacy with connectivity – Social Media Today

The platform gives brands a direct channel to showcase products through sponsored posts and targeted advertising. Companies can create engaging content through photos, links, and videos that appear naturally in users’ Moments feeds.

The social feed supports both personal and business accounts, letting marketers reach audiences through organic and paid content strategies. Privacy settings allow users to control who sees their posts, from close friends to business contacts.

WeChat Pay and financial services

Money moves fast through WeChat Pay in China. This mobile payment system serves 800 million active users daily, making it bigger than Alipay’s 520 million users. People scan QR codes to pay for everything from street food to luxury items.

The platform handles credit cards, debit cards, and direct bank transfers with ease.

The financial services go beyond simple payments. Users can invest in stocks, buy insurance, and send digital red envelopes filled with money to friends. Since its launch in 2013, the payment system has grown into a complete digital wallet.

The service links smoothly with mini programs for shopping, food delivery, and bill payments. Next, let’s explore how WeChat shapes daily life in China through its social features and communication tools.

Mini Programs

Beyond mobile payments, WeChat offers a game-changing feature called Mini Programs. These small apps live inside WeChat and don’t need separate downloads or installations. Users can access services through a simple scan or search, making life easier for both businesses and customers.

The platform has grown fast since its 2017 launch, with more than 580,000 mini programs running by January 2018.

Mini Programs create huge opportunities for brands to connect with Chinese consumers. Take the game “Jump Jump” as an example. This simple yet addictive mini program grabbed 100 million daily users in just two weeks after launch.

Businesses can build their own mini programs for shopping, booking services, or customer support without forcing users to leave the WeChat ecosystem. The platform supports everything from food delivery to bike rentals, making it a vital tool for marketing teams targeting the Chinese market.

WeChat Channels

Building on WeChat’s Mini Programs success, WeChat Channels offers a fresh take on short-form video content. This feature launched in 2020 and allows users to share videos up to one hour long.

The platform mirrors popular video-sharing apps like TikTok and Douyin but keeps content within the WeChat ecosystem.

WeChat Channels has grown into a social media powerhouse with 500 million daily active users as of June 2021. The platform saw a 79% yearly growth rate, making it a vital tool for brands and marketers.

Users can create live streams, post short videos, and engage with followers through comments and likes. Brands use this space for product demos, behind-the-scenes content, and influencer partnerships.

The direct integration with WeChat Pay makes shopping through video content simple and quick.

Translation services

Beyond WeChat Channels lies another powerful feature that breaks language barriers. WeChat’s translation services help users communicate across different languages in real-time. The app supports English, Spanish, French, and many other languages through its messaging platform.

Users can translate messages instantly during chats or while reading posts.

The translation feature works seamlessly with WeChat’s public accounts and mini-programs. Business owners can reach global audiences by sharing content in multiple languages. The app’s translation tools make cross-border communication simple and direct.

Marketing teams can connect with customers worldwide without hiring separate translators for each language. This saves time and money while expanding market reach.

WeChat in Daily Life in China

WeChat shapes daily life in China as the go-to app for everything from paying street vendors to booking doctor appointments – want to learn more about this super-powered platform?

Communication

Chinese people rely on WeChat messaging app for daily talks with friends and family. The app serves as a central hub for text messaging, voice calls, and video chats. Users send quick voice messages instead of typing long texts.

Group chats make it simple to plan events or share updates with many people at once.

Mobile payments through WeChat Pay have changed how people talk and spend money in China. Friends split dinner bills or send money gifts during holidays right inside their chats. The translation services help break language barriers between Chinese and English speakers.

Social features like Moments let users share photos and life updates with their contacts, making the app feel more personal than basic messaging tools.

Transportation and travel payments

WeChat Pay makes travel in China smooth and simple. Users can book flights, trains, and taxis right from their phones. The mobile payments system works with local transportation cards in major cities.

People tap their phones to pay for subway rides, bus trips, and bike rentals. Street vendors and taxi drivers accept WeChat Pay through QR code scanning.

The app links to both Chinese bank accounts and global credit cards like Visa and Mastercard. This feature helps tourists and business travelers move around China without cash. They can pay for rides, buy train tickets, and rent bikes through the super app.

The cashless transactions happen instantly through the digital wallet. Many transportation services now skip paper tickets completely in favor of WeChat Pay’s mobile system.

E-commerce and shopping

Shopping through WeChat Pay has become a daily routine for 800 million Chinese users. Customers scan QR codes at stores to pay for items, order food delivery, and buy products from online shops.

The mobile payments system makes transactions quick and simple, without the need for cash or cards.

Mini Programs inside the app create a smooth shopping experience for buyers and sellers. Brands can set up digital stores to sell products directly to customers through these lightweight apps.

People browse, compare prices, and make purchases without leaving the platform. The built-in payment system handles transactions safely between merchants and shoppers, making WeChat Pay more popular than Alipay’s 520 million users.

Social networking

WeChat stands as China’s top social networking platform, connecting millions through its Moments feature. Users share their daily lives through posts, photos, and videos with friends and family.

The platform gives people control over who sees their content through smart privacy settings. A striking 93.5% of Chinese internet users picked WeChat as their go-to social app by 2019.

The social features go beyond basic sharing. People join group chats, follow official accounts, and stay updated with their favorite brands. The translation services break down language barriers, making cross-border connections simple.

Mini Programs add extra social value by letting friends play games together or split bills during group activities. The mix of text messaging, voice calls, and video chats creates a complete social package that keeps Chinese users glued to the app.

Enterprise WeChat

Enterprise WeChat works as a powerhouse for business teams who need secure messaging and office tools. Companies use this platform to handle internal chats, share files, and connect with external partners through mini programs and translation services.

Business communication tools

WeChat offers powerful tools for business teams to connect and work together. Teams can share files, hold video calls, and track tasks right inside the app. More than 3 million businesses used WeChat for legal communication by December 2019, showing its strong presence in professional settings.

The platform lets companies create group chats for different departments and projects, making it easy to keep everyone on the same page.

Companies can manage their daily operations through WeChat’s built-in features. Staff members can submit leave requests, share meeting notes, and send instant messages to colleagues.

The app supports voice calls and translation services, which helps global teams work better together. Chinese courts now accept WeChat as an official channel for business litigation, proving its value as a serious business tool.

Integration with office applications

Office tools blend smoothly with WeChat’s business features. Teams can share files, manage projects, and work together in real-time through the platform. The app connects with popular work tools to create a central hub for business tasks.

Staff members access documents, chat about work, and track projects all in one place.

Modern companies need fast, secure ways to handle daily tasks. The platform offers safe file sharing and instant messaging for teams spread across different locations. Business users link their favorite office apps right into WeChat’s system.

This setup makes work flow better and helps teams stay on the same page. Marketing teams will find special value in the next section about WeChat CRM features.

Marketing and Business Opportunities on WeChat

WeChat offers countless ways for brands to connect with Chinese consumers through its built-in marketing tools. Businesses can tap into WeChat’s massive user base through public accounts, mini programs, and social commerce features to boost sales and brand awareness.

Public accounts for brands

Brands can tap into WeChat’s massive user base through official accounts. These accounts work like mini websites inside the app, letting companies share content and connect with customers.

Over 100 million official accounts existed by 2015, showing how popular this feature became for business marketing.

Official accounts come in three main types: service, subscription, and enterprise. Service accounts help brands manage customer relationships and handle tasks like credit card payments.

Subscription accounts focus on regular content sharing, while enterprise accounts target internal business needs. The next big opportunity lies in content marketing through these official channels.

Content Marketing on Wechat

WeChat content marketing offers direct access to over 1.2 billion monthly active users. Marketing managers can create official accounts to share articles, videos, and interactive content with their target audience.

L’Oréal China saw great success through their WeChat campaigns by mixing product information with beauty tips and lifestyle content. The platform supports text, images, short videos, and live streaming features that help brands connect with Chinese consumers in meaningful ways.

Smart marketers use WeChat’s mini programs to boost engagement and sales. These lightweight apps inside WeChat let customers shop, play games, or use services without leaving the platform.

Burberry created an exclusive mini program store that merged social sharing with shopping. Michael Kors used location-based features to drive foot traffic to physical stores through their mini program campaigns.

The platform’s built-in translation services also help global brands reach Chinese audiences in their native language.

Advertising on Wechat

Advertising on WeChat offers multiple options for brands to reach Chinese consumers. Brands can place ads in Moments feeds, official accounts, and Mini Programs to connect with their target audience.

The platform earned $0.9 billion from social media ads in Q2 2017, showing its massive potential for marketers. Companies can use location sharing and translation services to create targeted campaigns that speak directly to local markets.

The platform supports various ad formats including text messaging, video calls, and augmented reality features. Marketers can track campaign performance through built-in analytics tools within official accounts.

Social networking services on WeChat allow brands to build strong relationships with customers through group chats and direct engagement. The mobile payments integration lets businesses create seamless shopping experiences that turn ad views into instant sales.

Mini Program campaigns

Mini Programs sparked a marketing revolution in China’s mobile space since 2017. These lightweight apps inside WeChat created new ways for brands to connect with customers. More than 580,000 Mini Programs launched by January 2018, giving businesses direct access to WeChat’s massive user base.

The game “Jump Jump” proved their power by reaching 100 million daily users in just two weeks.

Mini Program campaigns offer smart solutions for marketing teams to boost sales and engagement. Brands can create virtual stores, loyalty programs, and interactive games without asking users to download separate apps.

The built-in payment system makes shopping smooth and fast. Companies track user behavior and collect data through these programs to improve their marketing strategies.

Wechat H5 Brochures

One of the best tools for WeChat business accounts is the possibility to create a WeChat H5 Brochure. These brochures offer a highly engaging experience that catches the user’s attention and can easily generate new leads and sales.

So, you should consider this way of promotion as part of your marketing strategy. Those brochures can work in the form of mini-websites or catalogs, showcasing your products and brand.

Wechat CRM

WeChat CRM helps businesses build strong bonds with Chinese customers through smart features. Companies can track customer behavior, send targeted messages, and manage support tickets right inside the app.

The platform connects with official accounts to create direct communication channels between brands and buyers. Businesses gain deep insights into customer preferences through WeChat’s data tools.

Smart companies use WeChat’s mini-programs to boost their CRM efforts in China. These tiny apps inside WeChat let brands offer loyalty programs, handle customer service, and process payments smoothly.

The social nature of WeChat makes it perfect for word-of-mouth marketing and referrals. Many global brands now rely on WeChat’s CRM tools to grow their Chinese customer base and keep buyers happy.

Collaborations with influencers

Top brands like Burberry, Michael Kors, and L’Oréal China run successful campaigns through influencer partnerships on WeChat. These brands tap into China’s social media stars to create buzz and drive sales.

Social media influencers share product reviews, style tips, and exclusive deals with their followers through official accounts and mini programs.

Popular influencers mix creative content with direct sales links to boost engagement rates. They post product demos, behind-the-scenes footage, and interactive live streams that let followers shop instantly.

Many brands now build long-term relationships with select influencers rather than one-off promotions. The next section explores how GMA Agency supports companies with WeChat marketing strategies.

GMA Agency can help you with Wechat Marketing

GMA Agency brings expert WeChat marketing solutions to businesses ready to tap into China’s massive 1.3 billion monthly active users. Our team guides companies through WeChat’s official accounts, helping them create strong content marketing strategies and meaningful connections with Chinese consumers.

We handle everything from mini program campaigns to WeChat Pay integration for seamless transactions.

We focus on practical solutions that match your business goals in the Chinese market. Our services cover WeChat CRM, influencer partnerships, and targeted advertising campaigns through the platform’s various channels.

GMA Agency makes marketing on WeChat simple by managing privacy concerns and adapting to platform updates. We build marketing plans that work within WeChat’s specific features while keeping your brand message clear and effective.

At GMA, our Wechat Agency has helped hundreds of international brands navigate WeChat’s unique ecosystem and grow their presence in China.

In this guide, you’ll learn the most effective WeChat marketing strategies—from setting up your Official Account to creating engaging content, using mini-programs, and running successful KOL campaigns.

Quick Summary

• WeChat’s Dominance: With 1.26 billion monthly active users as of 2023, WeChat is China’s most important app, functioning as a super app beyond just messaging.
• WeChat Official Account Registration: Essential for WeChat marketing, offering benefits like attracting potential customers, increasing brand awareness, and building customer loyalty.
• Types of WeChat Official Accounts: Two main types are Service Accounts (greater visibility, limited to four posts per month) and Subscription Accounts (allows more than one push notification per day).
• Content Strategy: High-quality, creative content is crucial. The content should be engaging, visually appealing, and use storytelling. Video posts are particularly effective.
• Membership & VIP Coupons: Effective tools for creating engagement and converting followers into members, allowing for more personalized marketing content.
• WeChat H5 Brochure: A cost-efficient solution for content distribution, offering benefits like easy sharing, interactivity, and cost efficiency.
• WeChat Mini-programs: Essential for brands, allowing the creation of mini websites within WeChat for a complete brand experience.
• WeChat Channels: A feature for creating and posting short-video content, helping brands and influencers reach a wider audience.
• Paid Advertising: Includes WeChat Banner Advertisements, WeChat Moments Advertisements, and Key Opinion Leader (KOL) Promotion, each offering unique ways to increase brand awareness and engagement.
• WeChat CRM & Menu for Official Account: Tools for effective communication with followers/customers, replacing traditional email marketing in China.
• Innovative Campaign Examples: The article highlights successful campaigns like Perfect Diary’s group management and Pandora’s innovative WeChat mini-program campaign.

WeChat Marketing Step 1: Registering a WeChat Official Account

There is no WeChat marketing without a business account, so the first step you need to take is to register a public account on the app. We strongly suggest you use a Wechat Official account. Why?

• Attract potential customers;
• Increase brand awareness;
• Send push notifications to contacts following the page;
• Build customer loyalty;
• Redirect the user to the website/e-commerce page of the company.

Better visibility means better credibility. High-quality creative content is the key to attracting an audience. Through an official account, you not only have greater contact with customers but it is also possible to create real advertising campaigns. Therefore, there are many foreign brands that use Wechat as the main portal for their advertising.

2 Types of WeChat Official Accounts for Wechat Marketing

There are 2 types of accounts on WeChat that are suitable for brands: WeChat service accounts and WeChat subscription accounts.

Service accounts appear in the “chat” section like any contact. As a result, they offer greater visibility than subscription accounts, however, only four posts per month can be published. They are the best option for most brands and the only available account type for foreign companies.

The subscription accounts are grouped in a sort of folder called, precisely, “subscription” visible in the “chat” section of WeChat. Through this type of account, you can send your followers more than one push notification per day.

If you’re interested in starting a WeChat account (whether it’s a WeChat service account or a WeChat subscription account), contact us so that we can assist you through the whole process, as it might be a bit tricky, especially for people that don’t speak Chinese.

What is the best content for WeChat Official Account?

WeChat Official Account works as a website or newsletter, where brands publish content regularly, informing their followers about new products, events, special discounts, or publishing interesting content within their point of interest.

You have to carefully choose what content are you going to use but also calculate what is the optimal time of the day to reach your audience without being disruptive. Consider three elements:

• The tone of voice: how the message is communicated, respecting the characteristics of the brand, and considering the target of users to which it refers (colloquial, smart, formal, …)
• Layout: Chinese users usually don’t like posts that are too rich with text; they prefer articles with many images and videos. Now there are a lot of third-party tools that help you create engaging interactive layouts for your posts on the Wechat platform.
• Graphics: Chinese users like curated and engaging content.

Your content should be useful and consistently good. It appears that video posts are the last trend. They are visual and entertaining. Industry such as fashion and beauty should especially go for it.

In order to optimize your WeChat marketing results, your post should include one of the following “activities”: Delivering e-coupons, issuing a virtual VIP card, sending promotional offer notifications, and using the membership function.

Story-telling on WeChat with the official account publications

Communicating through WeChat requires some tricks so that you attract the right social media users. Posts are compared to what we are used to and appear as a newsletter as if the brands tell their story to the user.

These may contain images, GIFs, or videos and can be “open” or not. “Open” content can be viewed by anyone who wants to see it. Otherwise, the post is “private” and visible only to those who follow the brand on WeChat.

WeChat allows for “one-to-one” communication which makes it a great CRM tool, it would be foolish not to make the best out of it. It’s the best way to increase customer loyalty and relationship management.

Membership & VIP coupons are effective Wechat marketing tools to create engagement

Using WeChat membership functions can help you convert your followers into members. Keep your members interested in loyalty programs. This also allows you to get valuable information. A member can use the geo-localization function to pair up with users by their Wechat ID or phone number.

This is perfect to create more custom marketing content that will reach your audience more efficiently.
There are three typical ways to integrate WeChat into your marketing activities:

• Issuing a virtual VIP card
• Sending promotional offer notifications
• Delivering e-coupons

WeChat Official Account for brand communication purposes

It seems obvious but offering an enjoyable experience to the customer is one of the key elements of your success in China.

With WeChat and its one-to-one communication, you can provide the customer the feeling to be the sole focus, to be important – meaning you care about them.

Make sure to send a greeting message to the new joiner and be proactive. Now, you are not going to answer your followers one by one because Wechat gives you the possibility to set pre-written answers. You can define responses that co-relate to various keywords and there are no limits to the number of keywords. You also have the possibility to use visual and audio content.  If you have a website, let your customer know about it.

WeChat official account Qr codes to promote your brand offline and online

QR codes are an important part of daily life in China and they are an excellent way to get new followers.
Companies that want to increase their number of followers on WeChat associate a QR Code with their existing accounts or sites. This also applies to points of sale or any sales support material used offline. As soon as someone scans the QR Code they become a member of the community and receive all the content shared by the brand.

Brands often invite users to scan QR Codes through promotions, discounts, sweepstakes, souvenirs, or WiFi passes, or they show the QR Code on other social media accounts. If you do the delivery, add your QR code to your packaging.

WeChat automatically creates a QR code for each official account, along with an inbuilt QR code scanner so no worries about it. You can also customize and personalize the QR codes that match your branding perfectly.

Promote your official account with WeChat group marketing

WeChat groups are the fastest and easiest way to distribute content to WeChat users interested in your type of product or service. Then, if your brand is recommended by one of the users, people will have more faith in the brand and will arouse the interest of other users. Therefore, Wechat groups can reach a larger community and have better visibility.

Businesses should consider Wechat groups as a forum where to provide useful information and develop a relationship with their audience. Businesses should then post regularly at peak times.

WeChat H5 Brochure: cost-efficient solution for content distribution

WeChat H5 Brochures are interactive brochures built-in WeChat mini-programs, that serve the purpose of PDFs introducing the brand and its products. They are interactive and highly shareable, making the a perfect marketing tool, especially if you want to work with distributors in China.

WeChat Brochure is good for online and offline because it is easy to send and distribute. It is great for product listing and for company introduction.

The benefits of the WeChat H5 Brochure are:

• Easy to share and lightweight⁠
• Interactive & nice to look at⁠
• Bring your QR code to every salon instead of printing a flyer⁠
• Cost-efficient⁠
• Alternative to your unsuccessful mass mailing with heavy PDF⁠
• Show potential business partners in China that you understand the market⁠

WeChat CRM & Menu for Official Account

Set up and use the in-app Wechat CRM. It is a great tool to communicate with your followers/customers and can be used as a replacement for a newsletter. Remember, email marketing does not work in China, people don’t read emails. With a well-set Wechat CRM, answers automatically any questions your followers may have, welcome new ones, offer special discounts, etc. You don’t spend time doing it, and it increases your trust level with followers.

WeChat Mini-programs

In 2017 Tencent has released “mini-programs”.  A WeChat mini-program is an internal “mini-app” to the WeChat ecosystem. These applications do not need to be downloaded on your smartphone. Nowadays more than 95% of brands use WeChat mini-programs, mainly for a flagship WeChat store or a Wechat H5 brochure mentioned earlier.

It basically enables brands to set up a full mini website to complete their brand experience. Each day about 20 000 mini-programs are uploaded and compete for the attention of more than one billion daily active users on the WeChat app. The interest in mini-programs never ceases to grow.

Here are some tips for your mini-program:

• Aesthetic needs to be top-notch because that is the first thing your potential customer will see and this is how they will decide to click or to leave.
• Think multi-channel. Do you have a physical store? Display your location and draw your online customer directly to you.
• Use the mini-programs as a CRM, and remember that the customer is always first.
• Be social, which is the core of WeChat. Let your customers interact with their friends via your mini-program.
• Entertain your customer, and be smart.  For example, Louis Vuitton launched a mini-game called “Trunk in the Sand” which makes the exhibition at the Shanghai Exhibition Center, which traced the history of the Brand since its foundation, a unique experience.

WeChat Channels

This is a new feature within the WeChat ecosystem that allows users, influencers, and brands to create and post short-video content and distribute them through a media feed. WeChat Channels are an answer to the growing popularity of short-video platforms like Douyin and Kuaishou.

WeChat users can scroll through the feed infinitely to discover what their friends and their favorite brands have posted as well as content from other users, influencers, and public accounts.

From Channels, WeChat users are able to explore content and follow users that are not in their contact and WeChat Official Accounts that they are not following.

Paid advertising on WeChat

Ads campaigns can be great to increase your brand awareness. Get creative to get your target’s attention. For instance invite people to vote, games, and do quizzes. It should be attractive, entertaining, and rewarding. Remember, creative campaigns can always attract followers to your accounts.

There are 3 types of Wechat advertising:

1. WeChat Banner Advertisements
2. WeChat Moments Advertisements
3. Key Opinion Leader(KOL) Promotion

WeChat Campaigns

Banner ads on WeChat are placed in official account articles and are rather classic and comparable to other website ads. The good things are that it has performance-based pricing and it makes it easier for users to enter your website.

WeChat Moments ads allow advertisers to advertise within the Moments section, which is comparable to Facebook’s Newsfeed. It is worth noticing that Wechat Moments advertisement offers an easier and more affordable way to advertise on the app:

• Graphic part: up to 6 images or videos of max 15 seconds;
• Textual part: text to be customized;
• By clicking on photos, videos, or text the user can be redirected to the WeChat mini-program or to the WeChat newsletter;
• Engagement with comments and likes

WeChat KOL promotions

In China, influencers (known as KOL, Key Opinion Leaders) are even more important than in the West. Their relationship with the fans is intimate and direct and the influence they exert on purchasing decisions can be enormous.

For this reason, when you start marketing with WeChat you cannot ignore the collaborations with KOL. Naturally, both the influencers and the content they will convey will be chosen according to the brand identity and the reference community.

Since August 2020 companies that have an official account and a mini-program can use the live streaming function on the platform. Consumers can interact with the host and can receive instant answers and info. Kols and live streaming are a perfect match.

Brands can search KOLs on Wechat or through marketing agencies.

There are two types of campaigns:

• Product Placement: They are the most common way to promote WeChat KOLs. Your product will be featured in an article written by the influencer you are in partnership with.
• Product Reviews: This practice is great for your e-reputation. As many WeChat Kols are experts, they will provide many informative comments to potential customers helping them to make the final decision. These campaigns are often associated with a giveaway to increase engagement and shares.

Examples of great Wechat marketing campaigns

Perfect Diary group management

The “flirting with Xiaowanzi” function developed by the Perfect Diary allows you to add Xiaowanzi as a friend on WeChat. Xiaowanzi is the username of the girl in charge of running Perfect Diary’s official account, as well as the chat group.

Xiaowanzi consists of three Chinese characters: 小 (xiao), 完 (wan), 子 (zi). The middle one “完 (wan)” is the same as the first Chinese character of Perfect Diary’s Chinese name “完美日记”. Therefore, Xiaowanzi is a name that both associates its user to the brand and also appeals to Perfect Diary’s target customers, which are mainly female millennials.

A couple of times a day, Xiaowanzi posts a mini-program link or announces a promotion in the group, and those who are interested can tap the Mini Program to go directly to the item they want to buy (with a discount of course).

The pop-up WeChat group is another one of Perfect Diary’s powerful strategies, which operates like a surprising event.

The pop-up group promotion and live stream take place at night, after the dinner hour, and before bedtime, so the entire time before customers go to sleep can be spent in the happy-shopping-Perfect-Diary Hour. The pop-up group aims to grab only an hour of the customers’ attention on WeChat, increasing the likelihood of a sale.

Pandora: innovative WeChat mini-program campaign

Compared with other companies, Pandora carefully considered the Chinese market, looking in particular at occasions when young Chinese consumers express their love. On the 20th of August 2020 (Qixi festival day), the brand launched a mini-program, E Jian Lian Ai, which allows consumers to send gifts to their WeChat friends. This is the strongest attempt any brand has made at incorporating social aspects into its operations.

From a technical level, it directly engages the Qixi market with new retail ideas. Each year, on the seventh day of the seventh month on the Chinese calendar, the Qixi Festival, or the Double Seventh Festival is celebrated. A holiday almost equivalent to Western Valentine’s Day has been celebrated in China since the time of the Han Dynasty.

Do you need help with your Wechat marketing strategy in China?

Wechat is an app in continuous and rapid evolution. Some of the latest innovations include the addition of a delivery service to the mini-programs, the creation of a score and reward system for customers, and the launch of the so-called WeChat Mini shop. Features that will be implemented in brand strategies in the months and years to come.

It cannot be otherwise in the Chinese market, where everything moves very fast and every day there is amazing news. It is, therefore, necessary to monitor all the new features of the App proposed by Tencent. Only in this way, it can be adequately used for one’s digital strategy in China.

GMA is a marketing agency that helps foreign companies grow their business in China. Get in touch with our Wechat experts to get some insights on your project and learn more about our Wechat Services here.

Our Wechat services include:

We can help you with your whole WeChat marketing strategy, from setting up a WeChat official account to influencer marketing and opening a WeChat Pay account for your store in the app. Don’t hesitate to contact us so that we can learn of your needs and goals in China.

WeChat has evolved from a messaging app into one of China’s most powerful e-commerce platforms. With mini-program stores, built-in payments, and seamless social integration, it offers everything a brand needs to sell directly to Chinese consumers.

At GMA, we help international brands launch and grow their presence on WeChat. We know what works—and what doesn’t—when entering this market.

With over 95% of brands present on WeChat mini-programs, WeChat E-Commerce is rapidly gaining popularity among both domestic and foreign brands. In this blog post, we’ll explore why WeChat is good for business and how our Wechat agency leverage its features and capabilities to enhance your brand’s online presence and drive sales.

In this guide, you’ll learn how to open a WeChat store in 2025, step by step.

Quick Summary

• WeChat’s Evolution into a Powerful E-commerce Platform: Initially launched in 2011 as a messaging app, WeChat has transformed into one of China’s leading e-commerce platforms, integrating social networking and shopping to cater to the Chinese market effectively.
• High Brand Adoption Rate: Over 95% of brands are present on WeChat through mini-programs, indicating the platform’s critical role in both domestic and international brands’ marketing strategies in China.
• Multifaceted Platform for Businesses: WeChat serves not just as a messaging app but as a comprehensive ecosystem offering payment systems, e-commerce integration, and various services for businesses and consumers.
• Broad User Base and Versatility: With its vast user base, WeChat provides businesses access to a large audience, combining messaging, social media, e-commerce, and mobile payments into a single platform.
• Integrated Payment System: WeChat Pay facilitates seamless transactions, enhancing consumer purchase experiences and potentially increasing sales conversions.
• Official Accounts and Mini Programs: These features allow businesses to build brand presence, engage with users, and offer advanced e-commerce functionalities within the WeChat ecosystem.
• Customer Relationship Management (CRM): Direct interaction with customers through WeChat enables personalized marketing and improved customer service.
• Location-Based Services and Data Analytics: These tools help businesses target promotions more effectively and gain valuable consumer insights for data-driven decisions.
• Significant Role in Social Commerce: WeChat dominates over 90% of the total market share for social commerce in China, underlining its importance in the e-commerce landscape.
• Benefits for Brands: WeChat e-commerce offers brands powerful digital marketing tools, customer engagement strategies, and opportunities for cross-border e-commerce without requiring a physical presence or Chinese business license.

Introduction To WeChat

WeChat is not just a messaging app, it’s a multifaceted platform that businesses can leverage to drive sales and engagement. From WeChat Official Accounts to Mini Programs and advertising, the possibilities are endless for brands looking to tap into this growing eCommerce market in China.

What truly sets WeChat apart from other social media applications is its vast range of features and capabilities that have evolved since its inception. Serving not only as a messaging app but also incorporating payment systems, eCommerce integration through Mini Programs (sub-applications within the WeChat ecosystem), and several other services tailored for both businesses and consumers alike.

Why Is WeChat Good For Business?

WeChat, often referred to as China’s “app for everything,” provides numerous advantages for businesses, particularly given its large user base and extensive range of functionalities. Here’s why WeChat is good for business:

• Broad User Base: As one of the most popular social media platforms in China, WeChat gives businesses access to a vast audience.

• Versatility: WeChat isn’t just a social media app; it’s a multi-purpose platform that combines messaging, social media, e-commerce, mobile payment, and more. This means businesses can use it for a wide range of operations, from promotion and marketing to sales and customer service.

• WeChat Pay: WeChat’s integrated mobile payment system, WeChat Pay, enables seamless transactions for businesses. This secure and widely-used payment system makes it easier for consumers to make purchases, which can increase sales conversions.

• WeChat Official Accounts: These allow businesses to build brand presence, share content, interact with users, and even sell products or services directly to followers.

• Mini Programs: WeChat’s Mini Programs are ‘sub-applications’ within the WeChat ecosystem. They allow businesses to provide advanced features like e-commerce, task management, and coupons without requiring users to leave the app.

• Customer Relationship Management (CRM): WeChat allows businesses to interact directly with customers through messages, which can be automated for frequently asked questions. This opens up opportunities for personalized marketing and improves customer service.

• Location-Based Services: Businesses can use these to send targeted promotions to users in a specific geographical area, improving the relevance of their marketing efforts.

• Data Analytics: WeChat provides businesses with valuable consumer insights, which can help in understanding customer behavior, tracking marketing campaign performance, and making data-driven decisions.

Remember, however, that while WeChat offers vast opportunities, succeeding on the platform requires a well-thought-out strategy that understands the unique characteristics of Chinese digital culture and consumer behavior.

WeChat is Becoming One of The Most Important E-Commerce Platforms

The growth and influence of WeChat in the eCommerce landscape have been nothing short of phenomenal, thanks to its seamless fusion of social media, mobile commerce, messaging apps, and online transactions.

One cannot ignore how group-buying initiatives and WeChat-based social commerce have come to dominate over 90% of the total market share for social commerce. Furthermore, as the largest social network in China with growing global popularity, WeChat continually adapts to user needs through innovative product strategies.

For instance, consider their role in facilitating nearly $250 billion in eCommerce transactions or how they’ve emerged as “the king of apps” within China’s digital ecosystem.

Benefits Of WeChat ECommerce For Brands

You’ll be happy to know that WeChat eCommerce offers many benefits for brands. Not only does it allow for social and mobile commerce, but it also provides powerful digital marketing tools like customer relationship management and targeted advertising options. There is also an option for cross-border e-commerce for all the brands without the psychical presence and Chinese business license.

WeChat Mini Programs are particularly beneficial for brand engagement as they offer a streamlined shopping experience that is highly convenient for WeChat users.

With features such as WeChat Pay, purchasing products has never been easier. There are also opportunities to use influencers in the form of Key Opinion Leaders (KOLs) who can help promote your brand on the platform.

Best WeChat Features and Tools for eCommerce

WeChat eCommerce offers a range of features and capabilities, including WeChat Official Accounts for branding and engagement, Mini Programs for seamless shopping experiences, Channels for short-video engagement, secure transactions with WeChat Pay, targeted advertising through WeChat Ads, and influencer marketing through KOLs.

WeChat Official Accounts For Brand Presence And Engagement

WeChat Official Accounts can elevate your brand presence and drive customer engagement. There are two types of accounts to choose from: subscription accounts and service accounts.

Subscription accounts are ideal for delivering daily or weekly content updates, whereas service accounts are better suited for brands seeking more advanced functionality such as API integrations, e-commerce capabilities, and customer relationship management (CRM).

By creating a business WeChat account and optimizing its features for your target audience’s preferences, you can establish a strong brand identity on the platform and foster meaningful relationships with potential customers.

Additionally, WeChat offers extensive analytics tools so that you can track WeChat followers engagement levels and refine your strategy accordingly.

WeChat Mini Programs For Seamless Shopping Experiences

WeChat Mini Programs offer advanced features for e-commerce and seamless shopping experiences. With over 1 million mini-programs across more than 200 industries, including e-commerce, these programs are gaining popularity among users.

WeChat Mini-Programs can be categorized into six distinct groups, with e-commerce being the largest at 18%. These programs aim to make WeChat even more practical for its hundreds of millions of users.

Its convenient purchasing options such as in-app purchases provide an excellent user experience while ensuring secure transactions using WeChat Pay.

The most beneficial WeChat mini-programs are WeChat Stores and WeChat H5 Brochures. A WeChat shop enables brands to sell products directly to consumers, without the need of investing in big e-commerce platforms in China. On the other hand, WeChat Brochure is an interactive presentation of your brand and products, that can be easily shared between WeChat friends or in WeChat groups.

WeChat Channels For Short-Video Engagement

WeChat Channels is an exciting feature that allows brands to engage their audience using short-form videos. You can leverage this feature as part of your content marketing and social media marketing strategy.

With WeChat Channels, you can attract users through engaging video content that tells the story of your brand in a simplified way. The platform grants access to individuals and companies to start a WeChat video channel and shop directly from an advert.

This feature positions Tencent for further growth.

International brands stand to gain significantly by tapping into the capabilities of WeChat channels, which is quite similar to Facebook’s timeline. In July 2022, WeChat started adding video ads on Channels that users can share with friends on WeChat, thus improving user engagement with short-video advertising strategies.

WeChat Pay For Secure And Convenient Transactions

WeChat Pay is an in-app payment feature that allows users to pay for transactions quickly on their mobile phones.

It offers secure and convenient transactions through its payment gateway and has a similar transaction fee structure to AliPay. WeChat Pay also allows users to link their bank accounts or credit cards, making it easy for them to make payments online.

Best of all, WeChat’s eCommerce platform accepts payments made through WeChat Pay, allowing businesses to offer seamless shopping experiences for customers.

WeChat Advertising For Targeted Advertising

WeChat advertising is a powerful tool for brands looking to reach their target audience on the platform. With options such as displaying targeted ads in users’ timelines, mini-programs, and official accounts, WeChat allows businesses to showcase their products or services to potential customers.

These ads feature the brand’s logo and account name and appear at the bottom of messages created by official accounts. Marketers can also define their target audience based on age and other factors, thanks to high-quality user data obtained from WeChat Moment ads or WeChat article ads.

WeChat KOLs And Influencer Marketing For Brand Promotion

WeChat KOLs are influential individuals or groups with large followings who can promote brands and products through sponsored articles and product reviews.

They have considerable sway in informing their followers about a brand’s campaigns and products, which can influence consumer behavior toward purchasing decisions.

WeChat influencer marketing is highly advisable for brands looking to reach their target audience in the Chinese market. WeChat offers KOL advertising, which enables brands to place banner advertisements within the content of KOL’s posts for maximum exposure.

Leveraging WeChat ECommerce For Business Success

Learn how to create a WeChat Official Account, open a WeChat store, optimize your WeChat H5 Brochure for enhanced user experience, and start leveraging the power of WeChat eCommerce to take your business to new heights.

How To Create A WeChat Official Account?

Creating a WeChat Official Account for business is a crucial step in enhancing brand visibility and engagement within the platform’s ecosystem. To get started, one needs to determine which type of account best aligns with their goals (subscription or service account).

The subscription account is ideal for sharing bespoke content and building a loyal following, while the service account provides more extensive functionalities like customer service, eCommerce solutions, and CRM integration.

After selecting the account type, and going through the registration process, creating captivating content should be prioritized to attract and engage followers effectively. The key elements include an appealing profile picture, a concise bio that captures your brand identity, relevant keywords for search purposes, and consistent posting schedules optimized to target peak hours when users are most active on the platform.

How To Open A WeChat Store?

Firstly, it requires creating an optimized WeChat Mini Program that enhances user experience and offers a seamless shopping experience. To create a mini-program, you can either use a third-party provider or hire an agency to do the job for you.

This means choosing the right name and description for your program, providing compelling images and videos, product descriptions with pricing information clearly indicated, integrating convenient payment options like WeChat Pay or Alipay, and ensuring speedy page loading times.

For example, Nike’s successful launch of their Tmall global flagship store in China resulted in an increase in sales thanks to its intuitive design that provided social sharing buttons throughout the platform for easy sharing on various social media sites.

How To Create A Good WeChat H5 Brochure?

WeChat H5 brochures serve as a narrative of your brand and are a great representation of your services and products. Creating a brochure works the same as creating a store, as they are both done in mini-programs.

To grab the viewer’s attention, you need to create engaging content that showcases your brand in an interactive way. Keep in mind that H5 pages rely heavily on user input, which WeChat is great at collecting.

To create an effective WeChat H5 brochure, start by telling a story through visual elements such as images and videos. Use short sentences and bullet points to highlight key features or benefits of your products or services.

Emphasize customer satisfaction by using testimonials or success stories from previous clients.

One example of an effective H5 page is Airbnb China’s promotion of Lijiang Old Town in Yunnan Province. Their page combines stunning imagery with the ability for users to book unique accommodations directly from within the WeChat app.

Case Studies And Success Stories

As WeChat continues to gain massive popularity in China, more international brands are taking notice of its potential for business growth. Many foreign companies have already started leveraging the platform to expand their brand and products to China through WeChat marketing.

For instance, luxury retail giant Burberry has created a mini-program on WeChat that allows Chinese customers to shop online and view collections directly from their smartphones.

Another example is BMW, which partnered with WeChat’s parent company Tencent to launch a voice-enabled digital assistant for car owners in China via the app.

Another example is that of L’Oreal Paris who collaborated with top beauty influencers on the platform through Keypersona marketing campaigns, which helped them reach out to millions of users in China.

Ultimately, these case studies demonstrate how WeChat enables businesses to be creative, authentic, and engaging while gaining new customers or increasing sales revenue in the Chinese market at large.

We are a China-based WeChat Marketing Agency

WeChat eCommerce is a powerful platform that offers businesses a plethora of opportunities to connect with consumers in China and beyond. With features like Official Accounts, Mini Programs, Channels, Pay, advertising, and KOLs/influencer marketing at its fingertips; WeChat can be leveraged by businesses to achieve success in Chinese eCommerce.

One of the biggest advantages of selling on WeChat is gaining access to China’s massive consumer market. Selling through this platform can help businesses overcome common barriers like language and cultural differences.

Additionally, WeChat’s tightly integrated services with simple and unified design make it a popular choice among users, offering both confidence and social benefits. Moreover, by leveraging influencers and KOLs on the platform for targeted social media marketing campaigns, businesses can enhance customer engagement while driving sales growth.

We are a China-based marketing agency specializing in digital marketing and e-commerce solutions. We offer cost-effective solutions to Western brands and WeChat is our core specialty. Here are some of our services on the platform:

Don’t hesitate to leave us a message or contact us to discuss your options. We offer a free consultation with one of our experts, that will learn about your brand and show you the best possibilities for you on WeChat.

We are working closely with Tencent to provide the latest cutting-edge strategies with deep market insights to maximize ROI for our clients.

In the next few minutes, you’ll learn key ad types, budget considerations, and proven strategies to launch successful WeChat campaigns in 2024.

Quick Summary

• WeChat’s Massive User Base: The platform boasts over 1.2 billion monthly active users, making it a prime advertising space in China.
• Variety of Ad Types: WeChat offers banner ads, Moments ads, mini-program ads, and KOLs advertising, catering to diverse marketing strategies.
• Banner Advertising: Effective for growing WeChat followers, with costs ranging from 8 to 20 RMB per follower and a minimum entry price of 50,000 RMB.
• Moments Advertising: High exposure but restricted to established brands or foreign companies operating in China, with a minimum budget of 50,000 RMB.
• Mini-Program Ads: Launched in 2017, these ads offer additional reach within WeChat’s ecosystem, with entry prices starting at 50,000 RMB.
• KOL Collaborations: Engaging Key Opinion Leaders can significantly extend brand reach and impact, with payment models including flat fees or commission-based.
• Targeting Limitations: While WeChat offers targeting options, its capabilities are not as advanced as other platforms like Douyin or Weibo.
• High Cost: WeChat advertising is generally more expensive, making it suitable for well-established brands with larger budgets.
• WeChat Pay Integration: This feature enhances e-commerce capabilities within the platform, facilitating flash sales and impulsive purchases.
• Content Importance: Success in WeChat advertising heavily relies on the quality and engagement of the content shared.

What is WeChat Advertising?

WeChat advertising offers a variety of innovative ways for brands to engage their customers and expand their reach within the highly popular Chinese platform. Through targeted ads, companies can display meaningful messages on users’ timelines, in mini-programs, or in WeChat Official Account articles. Tencent advertising program for WeChat is a great tool for brands that want to enhance and maximize the number of WeChat business account followers.

What are the different types of WeChat Ads?

In general, there are three types of WeChat advertising;

• WeChat banner advertising (often called WeChat official accounts advertising)
• WeChat moments advertising (video ads/ picture ads/ interactive ads..)
• WeChat mini-program advertising
• Wechat KOLs advertising through WeChat articles with ad banners and products reviews

KOLs advertising, although not listed as one of the main three types, has become very popular in recent years, so it’s definitely worth mentioning, as it might be the best solution for many companies.

WeChat banner advertising

One of the most effective ways to advertise on WeChat is by using banners. These are like ad banners you would see on a website, but they can be very different from what people expect when messaging with friends and family. In these cases, banner ads appear at the bottom of posts published by a Wechat Official Account, redirecting traffic to another account.

WeChat banner ads cost

WeChat banner advertising is a great way to grow your Wechat followers with a steady ROI. With this in mind, it’s important to test campaigns and calculate the CPA by adjusting different content. A WeChat follower costs between 8 RMB – 20 RMB depending on targeting and campaign optimization skills.

The minimum entry price for both Chinese and foreign companies is 50,000RMB.

CPM (cost per 1,000 impression).                Core cities: Beijing, Shanghai

Large cities: Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi’an, Guiyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin, Fuzhou

All these price bases for advertisement targeting depend on granular targeting, and your activation link.

There are three components of Wechat banner ads

• WeChat article: WeChat banner ads are usually displayed at the bottom of WeChat posts, redirecting traffic to another WeChat business account
• Ad banner: the banner is made of a logo, account name, and headline. When clicked, it takes the users to a page containing additional information about the brand/product.
• Call to action: this redirects users to another landing page.

WeChat banner ads targeting

If you are wondering why Wechat banner campaigns are popular with advertisers, one of the reasons is that they target relevant users who already have an interest in what you’re selling, as well as being cheaper than Wechat moments advertising for instance.

Footer & exchange ads can be placed at the bottom of targeted articles about that specific topic, thus you know there is already a degree of active engagement with relevant topics.

WeChat is often referred to as the ‘WeChat Times’ because users surf for information through it. With WeChat articles being such relevant content in users’ daily life, banner ads placement inside those posts have also grown in importance for brands and publishers.

WeChat banner ads can drive traffic to:

• WeChat Official Accounts
• WeChat Stores
• Store page
• External Links (opened within the WeChat browser)

Developed WeChat banner ads with a greater range of options

• Footer ads (底部广告) – a banner placed below a WeChat article with a call-to-action button
• Pre-scrolling video ads (视频贴片广告) – Pre-roll ads in a video
• Exchange ads (互选广告) – Exchange ads are similar to footer ads. The major difference is that exchange ads may be presented in a larger card format with a call-to-action button.

WeChat Moment advertising

Probably the king of Wechat Advertising, WeChat Moments ads are a great tool considering users will typically check their WeChat moments when opening the app. Moments ads are placed in-feed for users, this is typically a higher-budget approach in terms of minimum ad spend but offers the highest exposure levels.

WeChat moment ads were launched in 2015 when 25 brands including Coca-Cola and Mercedes-Benz took part in the first testing campaign. Moments ads tend to be best for brands that already have a certain level of engagement in China.

Who can advertise on WeChat Moments?

WeChat Moments is restricted to only certain types of advertisers. Companies must either be established brands that are already known in China or foreign companies that are registered and operate in the country.

Restricted categories such as alcohol, tobacco, and certain events are not allowed on WeChat Moments or just with few restrictions. Foreign companies also need to obtain a series of certifications in order to be able to advertise their products on the platform.

WeChat Moments ads Include:

• Brand’s name and profile picture
• Up to 40 characters and description
• Link to an HTML5 webpage hosted on Tencent’s server
• Up to 6 pictures or 6-15 seconds of short videos
• Picture or videos ads format that can be interacted with
• You can target users according to their location, interest, age, gender, device, and phone network.

WeChat Moments ads can drive traffic to

• WeChat Official Accounts
• WeChat Stores
• Store page
• External Links (opened within the WeChat browser)

Pricing & Costs of WeChat Moment Ads

Moments ads adopt the CPM (Cost per 1,000 impressions) pricing model. There are also two purchasing schemes: scheduling and auction.

• For the scheduling scheme (排期购买), advertisers can schedule a fixed advertising time between 2 to 28 days. The price also depends on where the ad will be displayed. The minimum budget is 50,000 RMB for one WeChat advertising campaign.

• The auction scheme (竞价购买), it’s more suitable for advertisers who need flexible advertising times and constant optimization of the ad. It’s based on real-time bidding and the minimum budget is 1,000 RMB for one day.

Wechat mini-program ads

With the launch of WeChat mini-programs in 2017, it became an instant success among China’s brands and digital marketers. To further extend its reach into social e-commerce, Tencent unveiled a brand new advertising platform within the popular messaging app – allowing businesses to access its users through widely used mini-programs, as an addition to Moments and banner ads.

There are different types of WeChat advertising using mini-programs, which include:

• Pop-up ads – just like in the West, there is a possibility to use pop-up ads, which are banner ads that will appear every time a user opens the mini-program, switches tabs, etc.
• Banner ads – those ads are the same as the banner ads in WeChat articles, and they will appear in different places of mini-programs
• WeChat mini-games advertisement – those ads appear in a form of short videos redirecting to another landing page. Those ads are incorporated into the game plot and tie to incentives provided within the game, which makes it more fun than normal advertisements.

How much do WeChat mini-program ads cost?

The minimum entry price for both Chinese and foreign companies is 50,000RMB.

The prices in brackets are for mini-game ads.

Key Opinion Leader advertising collaborations

To further your brand promotion on WeChat, engaging Key Opinion Leaders (KOLs) is a great way to make an impact. Working with these KOLs can be done through exchanging their promotional posts for products from your company or via payment of flat fees and commission-based payments – usually, 20%-40% based on the sale results.

With 500,000+ followers each, KOLs are able to provide extensive reach and potentially deliver large numbers of sales just by posting relevant product information.

WeChat Advertising Platform: Yay or Nay?

WeChat, although the biggest social media in China in terms of users, may not be the best ad space for many of you and there are reasons for that. 

Cons of Wechat Advertising

• For one, Wechat has historically been hesitant to monetize its app with advertising as it wants to keep users’ moments  “personal” and avoid the spam feeling that some apps have. Typically, users will only see one WeChat moment every 24h.
• The second point is, that WeChat advertising targeting is not all that great, especially when compared to Douyin or Weibo.
• Last but not least, WeChat advertisement is costly.

The Bright Side of Wechat Advertising 

• Wechat moment ad offers brands an enormous reach, and good ROI for well-known companies
• Advertising on WeChat comes in many forms. Ad formats are varied: video ads, pictures, banner ad
• You can now link to the landing page of your choice

In short, choosing to integrate WeChat advertising into your China marketing strategy really depends on your budget and the status of your brand in China. Wechat Moments advertising is absolutely great if you are well-established in the country and have the budget. If you are on a tighter budget, maybe postpone advertising on Wechat moments in favor of banner advertising. 

WeChat Advertising: How to be Successful at It?

When you enter the world of WeChat ads, be prepared to get your hands dirty. You will have to become familiar with its characteristics so that you may successfully manage a campaign.

Growing your follower base on WeChat is key

The key to success on WeChat is growing your official account follower base. It’s essential for any newcomer, especially those without a following already established in China. The main way users can see content from accounts they are not currently following is through posts shared on group chat or a connection moment.

The more you’ll satisfy your Wechat followers base, the more chances you’ll have to reach their friends as they will probably talk about your brand, or post content mentioning your brand. WeChat is a key portal not only as a way to share information but also to engage with users in Q&A, sending newsletters & ultimately providing incentives for followers to engage with your account. The most powerful way to create interaction is by providing quality content. 

Tips to Grow Your Wechat Official Account Followers Base

• Stay focused on sharing content about your activity with “Wechat articles“
• Establish yourself as a native expert in your area to increase user engagement
• Provide unique insights/offers that are only available from your account
• Create and use HTML5 content to advertise and engage consumers
• Use WeChat as a way to interact with your followers. Be responsive and bring them into the conversation. You can also reward them for doing so.
• It’s a well-known fact that the more people you can reach, the better chance your content has of going viral. However, one of the best ways to do this is via peer-to-peer sharing – which means getting followers to share your content with their own contacts on their Moments feeds! One of the strategies for getting your content shared is to provide entertaining, original, and qualitative content.

Useful Tips to Advertise on WeChat

If you want to take advantage of WeChat and advertise your business, you will need to clearly understand WeChat’s ecosystem, as well as to plan carefully your advertising strategy beforehand.

Understanding the purpose of WeChat

Firstly, it is important to understand the vision & scope of this platform as an advertiser. In fact, WeChat’s ultimate goal is to be the definitive ‘one-stop shop’ for Chinese consumers. It is a platform that caters to users’ daily needs in a unique way.

WeChat has become the bedrock of social communication and is also one of the most integrated service providers in the world. If you want to advertise on WeChat, you have to understand that you’ll have to be creative and responsive in order to stand out amongst your potential competitors.

WeChat Pay: The Most Popular Digital Wallet Service in the World

When it comes to advertising products and services on WeChat, understanding the e-wallet system is vital. As a digital payment service linked directly with your bank account, you can pay instantly through this platform.

For example, if you are advertising a product on WeChat, WeChat Pay will be a powerful tool for ‘Flash Sales’ or ‘Impulsive Purchase’. Flash sales promotions have been used by several international fashion brands in China, within a limited period of time of 24 hours. This functionality is especially used by luxury brands, such as Dior, Burberry, Chanel, Lancôme, etc.

One of the most successful flash sales on WeChat was organized by Burberry in 2017, with more than half of the items sold before the end of the event. Following this commercial and advertising success, many brands did the same in recent years.

The power of WeChat Pay is that it combines e-commerce and social media. WeChat-hosted stores can be used to drive traffic and generate sales without even leaving the platform. You have to consider it as an in-system way to drive traffic to your store. This also means that you must optimize content at every stage of the advertising process (HMTL5 brochure for WeChat for example).

Re-posting & sharing on Wechat

Content such as WeChat articles (weekly or daily) can be posted in groups and then animated through conversation + relevant topic discussion. Spam groups are avoided and will not drive traffic to articles or posts whilst quality groups will. Similarly, WeChat official account articles of quality will be shared on WeChat moments, whereas low-effort one won’t.

Regular discussions led by multiple members are the key (rather than one domineering one). P2P sharing on WeChat is an important element for growth. P2P can be artificially stimulated with multiple covert accounts but needs to result in organic sharing, again why will the content be shared? It comes back time and time again to content.

WeChat’s H5 Brochures

Wechat H5 brochures come in a variety of styles, some with video animations or triggering events like shaking your phone for the animation to move on its own. Wechat H5 is versatile and can be used in a variety of ways to promote your brand.

One way is by using them as event flyers or ads for products. They’re great because they give you the opportunity to engage with customers on multiple levels through interactive content like quizzes that work well alongside visual graphics and other multimedia features!

WeChat’s Mini-Programs

Another useful functionality available on WeChat is its mini-programs. The platform’s Mini Programs are third-party “apps” that are running on WeChat without requiring users to download them.

WeChat Mini-programs have skyrocketed to over one million in 2018, used by brands such as Burberry, H&M, and Dior. Furthermore, SMEs are increasingly connected with users via WeChat Pay – the annual transaction volume from mini-programs has more than doubled in 2020!

Contact us and Start Advertising on WeChat

The key take-home is that both organic & paid WeChat ads options provide a certain and particular comprehensive infrastructure to advertise and market effectively your brand and your products to WeChat users.

With growing informational asymmetry in relation to WeChat, it’s more important than ever to talk about your projects with experts on the Chinese market who will review your strategy, give you tips and advice, and help you get the best of the Chinese market through WeChat advertising and more.

We can help you with your Wechat advertising strategy. GMA is one of the largest & most reputable digital marketing agencies in Mainland China. We focus on Chinese digital strategy & implementation.

WeChat is a core aspect of GMA’s Business, and we work intensively on:

• WeChat Mini Program & Store Development
• WeChat Advertising Management
• WeChat Content Creation & Formatting
• HTML5 Content & Account Development
• Wechat Official Account developpement
• WeChat Official account Advertising
• Wechat Influencer Marketing

On top Of Wechat marketing, GMA also offers a comprehensive Chinese marketing service:

• Baidu advertising and search engine optimization
• Development of Chinese advertising channels
• Chinese social media
• Key opinion leader advertising
• Chinese Ecommerce
• And so on

Why should you choose GMA for WeChat Development?

• We are Tencent’s Official Partner
• More than 10 years of experience on WeChat with a WeChat marketing and WeChat advertising team 
• WeChat content & formating specialists
• Specialist in user engagement
• In-depth reporting & analytics
• An international team with experts specialized in various fields (Luxury, Fashion, F&B, Alcohol, Cosmetics, Tourism, Education, Entertainment, Real Estate, etc.)
• We manage all projects according to your needs, expectations, and budget. Our strategy is tailored for your business in particular, and we’ll plan everything with you.

If you have any questions or inquiries about WeChat or if you have a serious project in mind, don’t hesitate to contact us directly and we will contact you within 24 hours.

You need one.

WeChat isn’t just a messaging app—it’s the backbone of digital life in China. With over 1.2 billion users, it’s where brands connect, sell, and grow. Without an official account, your business won’t be seen as credible, and you’ll miss key opportunities to reach Chinese customers.

That’s one of the essentials you need to be regarded as a legit brand in China. And they come with great tools to help increase your visibility in China.

At GMA, we’ve helped over 600 businesses successfully register and manage their WeChat accounts. We know the process inside out, from choosing the right account type to unlocking WeChat’s powerful marketing and e-commerce tools.

In this guide I will:

• Share my experience opening over 600 Wechat official accounts.
• Explain what you need to open one
• Walk you through Wechat’s advertising and e-commerce tools
• Give you the best practices I follow using the platform

WeChat Official Accounts Explained

Mastering WeChat is an absolute must for businesses looking to tap into China’s thriving market. With a staggering 80% of the population relying on this platform for communication and organization, email simply doesn’t cut it. WeChat’s user numbers have soared to unprecedented levels, making it the largest and most active social network platform available.

It presents an unmissable opportunity for companies looking to connect with potential Chinese customers directly and navigate local markets with great success.

Benefits of Using WeChat Official Account for Foreign Brands

A WeChat business account offers many features that are very beneficial for brands present in the Chinese market. Let’s take a look at some of the key advantages of creating a WeChat public account for your company in China:

Brand Exposure

WeChat official accounts provide a platform for foreign brands to increase their visibility and exposure in the Chinese market. By creating and maintaining an official account, companies can share content, promote products or services, and reach a large audience of potential customers.

Direct Communication

WeChat enables direct communication between brands and consumers through features like text messaging, voice messaging, and video calls. This allows foreign brands to engage with Chinese consumers, provide customer support, and build relationships.

Content Marketing

WeChat official accounts support various types of content, including articles, videos, images, and audio. This allows foreign brands to create and distribute engaging and informative content to their target audience. By providing valuable content, brands can establish themselves as industry experts and build credibility.

E-commerce Integration

WeChat official accounts offer e-commerce capabilities, allowing foreign brands to sell products directly within the platform. Brands can set up online stores, accept payments, and leverage WeChat’s built-in features like social sharing and peer recommendations to drive sales.

CRM and Data Analytics

There are available tools for customer relationship management (CRM) and data analytics. Brands can use these features to gain insights into their audience, track user behavior, and tailor marketing strategies accordingly. This data-driven approach can help foreign brands optimize their campaigns and improve customer engagement.

WeChat Pay

WeChat is integrated with WeChat Pay, a popular mobile payment method in China. By leveraging WeChat Pay, foreign brands can facilitate seamless and convenient transactions, making it easier for Chinese consumers to make purchases.

Official Verification

WeChat offers an official account verification process, which adds a level of credibility and trust to foreign brands. A verified official account has access to additional features and benefits, such as advanced customization options, user data, and the ability to run advertising campaigns.

What Are The Different Types of WeChat Official Accounts

While registering, you will have to pick a type of WeChat Official account. There are 2 types of WeChat public accounts most suitable for brands: WeChat service account, WeChat subscription. Typically, a WeChat Service Account is best for most businesses.

WeChat Service Account (Recommended)

It allows 4 posts per month, but you get a prominent position amongst other WeChat service accounts. During followers’ ongoing conversations with friends, they will receive a push notification upon when you publish your weekly post. A push notification is a simple notification indicating to users they have received a text message on the app.

Further to this, many of WeChat’s unique features such as CRM, custom menus, and We-Websites aka Mini-programs are only available to WeChat service accounts. A brand can also leverage one-to-one communication as an extension of its CRM program. For example, Louis Vuitton integrates its Services Account with a live WeChat customer service assistant to answer customers’ queries.

For a luxury brand or a financial institution such as China Merchant Bank, the service account is ideal. Other brands like Southern China Airlines even use it to integrate their membership card, check-in services, ticket booking, and other services into their WeChat Official Accounts.

WeChat Subscription Account (For Companies Focused on Content)

This type of account allows you to push frequent content to your followers. However, your profile sits in the WeChat subscription accounts subfolder, and your followers are not sent push notifications upon receiving a post from your account and will be received in a special subscription folder.

In a word, you will have fewer impressions and reach. For your brand, it will become extremely challenging not only for the open rate of your daily quality content but also to maintain a regular conversation with your followers.

Having said that, consumer brands such as McDonald’s Hong Kong or Uniqlo China, which consistently provide special offers to customers will find that the new changes still work pretty well because consumers have already been trained to find out the latest offers or product information.

It is vital to mention whether you wish to have access to WeChat’s advanced features and developer tools. If it is not in your proposal, it will more than likely be left out.

For a brand or publisher such as a magazine that provides quality content to attract subscribers, a subscription account is great. You can open the account on a regular basis and think about opt-in email.

 More WeChat Public Account Types

• WeChat Work previously known as enterprise accounts: These are more often than not corporate accounts. They are meant for company internal communication. They require both the account and the follower to approve each other in order to communicate and exchange content.

• WeChat mini-programs: Mini Programs are not specifically Wechat official accounts per se but can be used as “such”. Launched in January 2017 by Tencent, they are mostly used for offline applications when the user is only meant to use the app once.

Which Type Of WeChat Official Account Should You Pick?

The key differences between the WeChat service account and the WeChat subscription account lie in the available tools and the frequency of “blog” posting. While WeChat subscription accounts give you access to basic functions such as blog posting, WeChat Service accounts offer you an array of tools that will come in handy to strengthen your marketing funnel and reach out to your target audience more efficiently.

If you are an international brand willing to enter China, want to run e-commerce campaigns register mini-programs… then the most recommended choice is definitely to open a WeChat Service Account.

In the West, companies post content hoping to reach as many followers and views as possible. WeChat is totally different. Your service and customer experience are enhanced but the ecosystem work in a close looped. Contrary to Facebook or Weibo for instance, only your WeChat fans will access your content directly.

If a person has chosen to follow your brand, WeChat has no right to filter the communication between you and the user: there is no algorithm. Every time WeChat Official accounts send a broadcast message, your followers will receive a push notification. It is exactly like receiving a message from a friend or family. Why? Because, in the WeChat mentality, the brand is a friend of the user, who has specially chosen to follow.

How to Create a WeChat Official Account for Your Brand

Before we show you how to create a WeChat Official Account for your brand, let us explain you something: there are differences between overseas and mainland public accounts and they have different options and requirements.

WeChat Official Account Overseas or Chinese WeChat Official Accounts

There is a clear division between how Chinese and non-Chinese operations are dealt with and this impacts the creation of a WeChat official account overseas. For instance, if you have a CBL (Local Chinese business license) you can simply apply under your business name with a Chinese representative. On the other hand, if you are not a registered business in China there are a series of options that can be taken depending on budget, time frame, and business concept.

What is the difference then? To put it simply, the international WeChat Official accounts log into an English language platform. Whereas Chinese Business WeChat accounts use a Chinese language platform.

Most importantly, Chinese WeChat users do not have access to WeChat official accounts overseas. If you want to reach a Chinese audience, you will need a Chinese account. On the other hand, International WeChat users have access to both Chinese and International Wechat Official accounts.

Your WeChat registration for an International or a Chinese account will depend on your objectives in China. Who do you want to target? What type of content will you share? For this first step, answering all these questions will help you make a decision.

Minimum Requirements for WeChat Official Accounts

For most companies in China, these documents are required to create a WeChat account:

• A Chinese business license – Obtained from a local company or WFOE
• Chinese Bank account – Provide bank account information and bank name – The verification fee has to be paid by the company, or a small amount is sent to the company as a “verification code”
• Original and scanned copy of A Chinese ID with a WeChat payment account

If you do not have a Chinese business license, the following alternatives exist:

Registering a company in China

Probably the step you don’t want to take but should as it would not only make it a lot easier to create a WeChat official account but also an official account on other platforms in China. A foreigner can register a company (WFOE – Wholly Foreign-Owned Enterprise) in China.

This is not the recommended approach as it is an expensive and lengthy process, at least 6 months. After setting up the company, you will have a business license to create an account. But it is a big investment, and it is really worth it if you plan to hire people in China.

Opening a Wechat Official Account with the help of a third-party business

With a third-party business license, you can “borrow” a business license from another Chinese entity. With each, you can register 5 WeChat accounts. You will create an account for a management fee of approximately $500 a year. However, the account will remain linked to the Chinese legal entity: you can choose the name, logo, and description of your account, but the company’s legal name will still appear.

The plus is it is the most convenient and fastest way to set up your WeChat official account. You do not spend too much energy on paperwork and get started quickly. However, you do not own really the account, it is owned by the party that set it up.

Going through a Tencent process

Go through a special Tencent process that allows you to create a WeChat ID visible from China. Tencent charges a verification fee of $99 USD, but it is a procedure that depends on case-by-case and is not overused. However, it has the great advantage of enabling you to create an account entirely controlled by your overseas structure.

This process removes the risk of temporarily relying on a third-party structure that has control over your followers. Not that there is no registration fee but a yearly recurring fee to keep the account open.

Registering for a WeChat Official Account as a Chinese Organization

In order to register an official account through WeChat’s self-service platform, you will need the following:

• A Chinese ID (身份证 or shēnfèn zhèng)
• A Chinese Mobile phone number
• A Chinese business license if you have one (营业执照 or yíngyè zhízhào)
• Chinese organization code (组织机构代码证 or zǔzhī jīgòu dàimǎzhèng)
• Contact details

The registration process is entirely in Chinese. Head to the WeChat public platform website for a step-by-step application. If you are not familiar with the process, you should request help from a local agency.

From here the procedure is simple for Chinese registered businesses. Ensure you have a Chinese representative to manage the setup as their id photo and number are required.

You will then have to wait for verification and select whether you want to open a service or subscription account. Typically, opening a service account is the preferable option for most businesses.

Can Hong Kong Company Register a WeChat Official Account?

Hong Kong companies can apply for official WeChat accounts at present (although like with anything in China there is a possibility this might change). In short, if an entity can be registered in HK it can be a lot easier to apply for WeChat official account registration through a mainland representative.

As with many processes, the barriers to entry have thus far restricted many international brands from entering the Chinese market.

Registering an Official WeChat Account as an Overseas Company

• Creation depending on the country, brand awareness, and industry
• Registration between 1-2 months
• Provide a list of documents
• Have a business license
• Have certificates
• Pay the account, pricing starts at $500
• Creation of a menu

In order to register a WeChat official account without a Chinese business license, you have to;

1. Go to the registration website
2. Start the registration by selecting the service account option
3. Put in your email and verify it
4. Fill in the business details, and the person designated to this account
5. Create a WeChat official account profile, by choosing the name, etc.
6. Verify the account (there is a verification fee of 99$ per year)

Limits for Entity Without a Business License

If your company won’t apply for a Chinese business license 营业执照, you can create an International account visible from Mainland China. You can use the option listed before with some limitations.

Indeed, only certain countries or regions outside Mainland China can apply for them such as Australia, Cambodia, Canada, Finland, France, Germany, Hong Kong, Indonesia, Italy, Japan, Korea, Macau, Malaysia, Netherlands, New Zealand, Philippines, Russia, Singapore, Taiwan, Thailand, United Arab Emirates, United Kingdom, United States, Vietnam.

Another limit you will face is that you can only create a subscription account and not a service account. This means some of the advanced API functions of these accounts are not enabled. In particular, all the CRM/content API endpoints are disabled.

Why Do You Need a WeChat Verified Account as a Brand?

WeChat verification intends to guarantee the truth and security of official account information on the Wechat platform. Other than getting advanced APIs, verified WeChat Official accounts are prerequisite if you want to have access to core features such as the app advertising tools, E-commerce store, geo-data access (user location), and many additional features. All these features will help you nurture your target audience and build a loyal customer base as well as drive your sales.

The WeChat team has very strict rules regulating businesses to pass through the verification process. Also, the verification process is not so easy procedure. In regards to the verification checklist, different conditions are required in different regions, Even different account types or industries will have different requirements.

Furthermore, unverified accounts do not enjoy the same reputation bonus as verified ones which is a direct handicap on Chinese social media apps and with your Chinese customer base.

Here are some of the main benefits of having a verified official account on WeChat:

How Do WeChat Users Find And Follow Official Accounts?

There are several ways WeChat users can find and follow WeChat Official accounts:

Online Channels

Redirect your target audience to your WeChat public account through your other online channel: Chinese social media, website, public relations, Baidu pages etc.

WeChat Moments

Keep in mind that Wechat is a closed platform and the most common way of acquiring new followers on WeChat is through WeChat Moments, the WeChat equivalent of Instagram stories. Upon clicking on your article, Chinese users can access your account page by clicking the name of your account at the top of the article.

Scanning a QR code

Use offline marketing to grow your WeChat following. Unlike in Western countries, QR codes are a very popular way to access content. WeChat users can scan the QR code that is included in web pages or articles within WeChat (by long-pressing the QR code) or offline by using WeChat’s embedded QR code scanner.

QR is perfect for any offline use: they can be added inside your stores, on product packaging, and during your events. Not only you’ll get more WeChat fans but it will increase customer engagement with your company.

Advertising

WeChat ads include a feature enabling to have a “One-click follow” button enabling users to follow a WeChat Official Account. This is a powerful way to get initial traction through Cost Per Click advertising.

WeChat Groups

Join, create, and admin Wechat groups where you’ll be able to build a community and grow your WeChat official account followers base.

WeChat Hit 1.2 Billion Monthly Active Users

WeChat recently hit a record level of 1.26 billion monthly active users on the platform. The barriers to entry into WeChat are actually an advantage for savvy businesses that seize the chance to market themselves on China’s largest and most active social network. On average, 60% of WeChat users open the app more than 10 times per day. WeChat’s penetration of Chinese Netizens reaches 93% in China’s Top Tier cities.

Need a WeChat Agency to Create your WeChat Official Account and Get Started in China?

We can help you with WeChat official account registration and creation but also with WeChat official account management and a broader marketing strategy to enter the Chinese market successfully.

You need to partner with a local agency that understands the frustrations and difficulties of doing business in this vastly different marketplace. We are an international team of 70+ based in Shanghai who look forward to hearing more about your project.

Contact us now to ask more about WeChat official accounts and also ask about any other information you may need.

Short videos and live streaming are now key to digital marketing in China. With WeChat’s massive user base, WeChat Channels offers businesses a powerful way to reach new audiences, drive engagement, and even sell products directly.

At GMA, we specialize in helping foreign brands succeed in China’s digital landscape. With years of experience in WeChat marketing, we know how to leverage WeChat Channels to boost brand visibility and sales.

In this guide, you’ll learn what WeChat Channels is, how it works, and why it matters for your business. Plus, we’ll share actionable strategies to help you get started and make the most of this fast-growing platform.

What are WeChat Channels?

Located inside the main WeChat app, WeChat Channels are a short-video sharing sub-platform that can be reached through the Discover tab right below WeChat Moments. WeChat Channels connect WeChat users, influencers, and brands by creating, posting, and sharing short video content. It is very much like Douyin and TikTok. 

How do WeChat Channels work?

Similar to other feed-based applications, the WeChat video feed also operates according to an algorithm. This algorithm determines which content appears on your feed among the accounts you follow. That said it also promotes content from all of your WeChat accounts depending on certain behaviors you exhibit while using the app.

In other words, users can discover and follow people and WeChat friends who are not in their contact list as well as brands. Or, they can discover official accounts they are not already following simply by exploring the app.

Live stream influencers, celebrities, and KOLs are also participating in the Wechat video platform. They help brands to reach out to a wide range of consumers. WeChat Channels just began allowing in-feed ads a short while ago, with popular brands such as Armani and BWM taking part in the beta test.

WeChat also released its Channel Store and now merchants can open stores and sell their products directly via their accounts. We only expect to see Tencent invest more in WeChat and add new functions, as they announced at the yearly WeChat Class PRO conference held with WeChat creators.

WeChat Channels: Video-based Content app

The content users see on a WeChat Channel is largely influenced by these factors:

• The location of the users
• The likes sent and received
• The accounts they are following and engaging the most
• WeChat contacts followings and engagements

WeChat Channels’ most popular content is trending viral videos that contain whatever is popular that day. This includes various types of challenges. Dance contests, memes, fashion trends, and of course food-related videos, etc.

WeChat Channels’ feed allows users to scroll through an infinite number of posts. All from their friends, favorite brands, active users, influencers, and official accounts.

How to register to WeChat Channels

To start posting on WeChat Channels, you will need to register first. There is a camera icon on the right corner of the screen of your WeChat personal account. Go ahead and click it.

To complete the registration create your Channels profile with your name, a description about you or your brand, and where are you located at. Please note that if you are applying through an official account, the administrator for both the WeChat Official Account and WeChat Channels accounts must be the same for the official brand account.

How to Post in WeChat Channels

The posts can be published through the feed in a few different ways:

• An hour in length of videos with a video size of 2GB
• Maximum 10 photos at each post
• The link to the official accounts can be added
• Hashtags that are related to the subject of the post
• WeChat Channels hint for foreign brands

To make the best use of WeChat channels try these hints

1. Link your Official WeChat Account and Channels Account: If a WeChat Channel is linked to an Official Account, it becomes verified and more trustworthy in the eyes of users. Users who stumble upon your Wechat channels dashboard will see the verification tick which might make them more interested in taking a look at what you do.
2. WeChat Channel is your weapon to promote your Official Account: You can improve the viewership of your Official Account content by promoting it on your verified WeChat video Channel.
3. Create the best content to stand out: Make the effort to post high-quality Wechat Channel posts. It works like magic. when you receive likes, those posts will appear on more people’s feeds. This way, you can organically grow your audience without putting in too much extra work. Plus, if you create content that is attractive and relevant to your business such as cool product demonstrations or giveaways you’re more likely to get those sweet likes that’ll help improve your channel ranking.
4. Focus on trendy hashtags: When you catch hashtags that could be used for your business, act fast and create smart content around them. By doing this, anyone searching for content related to that specific hashtag will be able to easily find your channel, which has the potential of enlarging your target audience greatly.

Why Should You Participate in WeChat Channels: Newest Developments

Holding online live concerts with famous Chinese stars, and organizing online shopping festivals like Good Things Festival or New Year’s Festival… WeChat Channels are attracting more young people to explore new features. If you’re interested in the Chinese market, then you’ve probably heard of WeChat and how significant it is when it comes to engaging with Chinese customers.

Using WeChat Channels is more beneficial when used with the entire Wechat ecosystem

WeChat Channels integrate with the WeChat ecosystem and function much better if you also have a WeChat Official Account and Mini Programs. In the whole ecosystem, WeChat Channels are more effective and beneficial for brands. That said most brands that utilize WeChat Channels, including the market giants, have a presence on Official Accounts Mini Programs channels.

WeChat Channels: Next TikTok? 

WeChat Channels are a great avenue to reach potential customers through video content that is live-streamed and has eCommerce capabilities. This new touchpoint can potentially be a great convergence of opportunities, especially since the short video market is on a steep rise.

WeChat Channels provide a great opportunity for KOLs and brands to up their short-video game and leverage the huge WeChat user base at the same time. Because of the boom in the short-video market, many brands have already started leveraging WeChat Channel’s features. And more are pushing their marketing plans to accommodate it.

Do you need help? We can assist you with starting your Wechat Channels account

If you want your brand to get ahead on WeChat, setting up a WeChat Channels account is one of the best ways to do so. Let us help you! Our agent GMA located in China can assist you in opening a WeChat Official Account and linking it to your channel for better results. In addition, we post high-quality content to increase your online presence. Contact us today.