How to get the most from WeChat

Abstract

Since its creation in 2010, WeChat has evolved from a simple messaging app to become a daily tool for almost 900 million people. As an essential communication channel to reach and engage with Chinese consumers and travellers, WeChat has become a complete platform for customer relationship management (CRM) and e-commerce with extensive capabilities for social engagement and electronic payment. Unlike in Western countries where platforms like Facebook, Amazon, Instagram, WhatsApp, Twitter, PayPal and Snapchat offer discrete services, in China, WeChat encompasses an entire digital ecosystem. WeChat offers an excellent example of how deeply China has changed over the past five years, from influencing Western social platforms to providing a powerful tool for companies to engage the massive Chinese audience. This paper argues that rather than simply trying to increase their social media followers, brands should think about the value-added services they can offer. It describes the best strategy to leverage WeChat and understand its components. The discussion covers how to engage with Chinese consumers and travellers, the kind of content that brands should deliver to their audience and why social CRM is the present and future of digital marketing in China.