We Chat, do you?
Across this year we’ve been working with a number of our FMCG partners to help them better understand and expand their digital capabilities when it comes to engaging customers through the Pandemic and beyond.
As the world creeps cautiously towards a re-opening, all eyes have been on China. How has consumer behavior changed? What trends have outlived lockdown? And which of those trends might be heading for the global market?
Across our research, one platform was unavoidable: WeChat.
However, we quickly realised that while WeChat is the fifth biggest social network in the world, there is still a distinct lack of understanding of the platform in Western markets.
So, in the spirit of sharing the knowledge, here is a brief summary of our research to get you started, and a handy reading list should you want to know more.
WeWhatNow?
In short, WeChat is a Chinese social media app. It started life as a messaging platform, but has now grown into a mammoth, self-contained digital ecosystem.
At the core of WeChat is the ability to direct message, group message or video chat with friends and family. So far so WhatsApp, right?
However, WeChat also contains a number of other features that set it apart. These include search (in-app and on web), Instagram-style feeds that allow you to follow brands and publishers, a wallet function that can be used to buy online and IRL, and even the ability to transfer money to friends and family.
When it comes to access, sharing and payment in WeChat the QR code is king.
The platform also facilitates ‘Mini Programs’: sub-apps set up by brands within the WeChat ecosystem that allow consumers to shop, book and do almost anything you would expect to find in a native app, without leaving WeChat.
Want to know more? Check out this handy YouTube tour of the platform.
The stats
That’s all very interesting, but why should you care? Well, here are a few numbers to illustrate the scale of the audience that you’re missing out on should you ignore it.
1.2 Billion. The Number of active monthly users.
400 Million. The number of active daily mini-program users.
78%. Level of market penetration of 16 - 64 year olds in China.
87%. Share of consumers in China who use WeChat Pay for online payments.
1 Billion. Number of WeChat Pay commercial transactions per day in Q4 2019.
A few finer points
As I mentioned, Mini Programs are sub-apps within the WeChat ecosystem that enable brands to provide advanced features to users such as e-commerce, dinner and taxi bookings, coupon sharing and more
Mini programs are simple javascript apps built within the WeChat world. They make the most of its platform and its UX and UI features, creating quick, easy to understand and reliable user experiences. For lots of brands, Mini Programs can be seen as an alternative to creating a native app in China.
Many western luxury brands are already using mini-programs to connect with the Chinese consumer and provide end-to-end experience from awareness through purchase and on into continued engagement.
Want to find out more about Mini Programs? There’s a YouTube video for that.
WeChat Go is another feature that’s worth a shout-out. It’s an extension that helps organizations serve the 120 million Chinese who travel abroad each year
WeChat Go allows Chinese travelers to make the most of the app whilst outside of China, supporting them with payment facilitation, travel content, experience booking and all of the other functions they are used to within WeChat.
It also allows brands to tap into the Chinese audience visiting their market or region in a way they recognise and are comfortable using.
WeOuttaHere
Hopefully, this has helped scratch that ‘what even is WeChat?’ itch you’ve been holding on to for far too long. If so, and you want to go further, below is a reading list of great articles, papers and videos that we’ve consumed across the year.
Got any great resources on WeChat you want to share? Drop us a note on social, we’d love to see them.
Reading List
Intro videos
https://www.youtube.com/watch?v=6qWgT6GbwjI
https://youtu.be/TEObQ8LdyEM
Platform Info & Stats
https://www.businessofapps.com/data/wechat-statistics/
https://review42.com/resources/wechat-statistics/
https://www.statista.com/statistics/350461/mobile-messenger-app-usage-usa/
https://mp.weixin.qq.com/s/rxFWsdx0spfAD3c2FWEMng
https://www.chinainternetwatch.com/31608/wechat-statistics/
https://www.statista.com/statistics/350461/mobile-messenger-app-usage-usa/
https://www.businessofapps.com/data/wechat-statistics/
https://review42.com/resources/wechat-statistics/
Mini Programs
https://www.moodiedavittreport.com/tripurx-tech-signs-online-marketing-partnership-with-china-duty-free-group/
https://walkthechat.com/wechat-mini-programs-simple-introduction/
https://chozan.co/wechat-mini-programs/
https://www.voguebusiness.com/technology/we-chat-mini-games-burberry-dior-livestreaming-monetisation
WeChat Go
https://go.wechat.com/