Exploring the WeChat trends in China – A Guide for foreign Businesses

Last Updated on May 22, 2024

WeChat is a popular messaging app that has been taking China by storm since its launch in 2011. It is a versatile platform that enables users to chat with friends and family, make online payments, play games, and even order food. Over the years, WeChat has evolved to become a critical part of daily life in China, and its popularity has continued to grow. In this article, we will explore some of the new trends in WeChat in China.

As we enter 2023, WeChat continues to evolve and adapt to the changing digital landscape in China. New trends are emerging, and businesses must stay up-to-date with these trends to remain competitive in the Chinese market. In this article, we will explore some of the latest trends in WeChat, including mini-programs, WeChat Pay, WeChat Work, WeChat Games, WeChat marketing, WeChat Channels and WeChat advertising. We will also discuss how these trends are reshaping the way businesses communicate with Chinese consumers and offer insights on how businesses can leverage these trends to drive growth and success in China.


What are the 2023 WeChat Trends?

WeChat Mini-Programs

One of the most significant trends in the WeChat ecosystem in recent years is the rise of mini-programs. WeChat Mini-programs are small, lightweight applications that can be accessed within the WeChat app without the need to download a separate app. They are built using HTML5 and JavaScript and can be used for a wide range of purposes, including e-commerce, gaming, and social networking.

WeChat Mini-programs have become extremely popular in China, with millions of users accessing them on a daily basis. They have proved to be a powerful tool for businesses looking to reach new customers and engage with existing ones. By creating WeChat apps, brands can offer a more seamless user experience, reducing the friction associated with downloading and using separate apps.


Guerlain’s WeChat mini program, with live streaming feature


WeChat Pay

WeChat Pay is a payment platform integrated within the WeChat app. It allows users to make payments for a wide range of goods and services, from groceries to taxis. WeChat Pay has been a game-changer in China, with many people now preferring to use it over traditional payment methods such as cash or credit cards.

WeChat Pay has also been instrumental in driving the growth of e-commerce in China. By integrating WeChat Pay into their platforms, e-commerce companies can offer a more streamlined payment process, reducing the number of steps involved in making a purchase. This has helped to make online shopping more accessible to a wider range of consumers.


WeChat Work

WeChat Work is a collaboration tool designed for businesses. It allows teams to communicate, collaborate, and manage tasks all within the WeChat app. WeChat Work has been gaining popularity in China, with many businesses adopting it as their primary collaboration tool.

WeChat Work provides businesses with a range of features, including group chats, voice and video calls, file sharing instant messaging, and task management. It has proven to be a powerful tool for improving communication and productivity within teams, particularly for those who work remotely.

In addition to its collaboration features, WeChat Work also offers businesses a high level of security and privacy. The platform is fully encrypted, ensuring that sensitive business data is protected. WeChat Work also allows businesses to control access to information, with the ability to set user permissions and revoke access when necessary.

WeChat Work also integrates with a range of other business tools, such as project management software, CRMs, and HR systems. This integration allows businesses to streamline their workflows and reduce the need for manual data entry.

Another benefit of using WeChat Work is its seamless integration with the WeChat app. Employees can switch between their personal and work accounts within the app, making it easy to manage their work and personal communications in one place. This integration also allows businesses to leverage the large user base of the WeChat app, as customers can easily connect with businesses through their WeChat Work accounts.

Overall, WeChat Work provides businesses with a comprehensive collaboration solution that is both secure and easy to use. Its integration with the WeChat app and other business tools makes it a popular choice for businesses of all sizes in China, and its adoption is expected to continue to grow in the coming years.


WeChat Work features


WeChat Games

WeChat Games are another trend that has been gaining popularity in China. They are essentially games that can be played within the WeChat app, without the need to download a separate app. WeChat Games have proven to be a hit with users, with millions of people playing them on a daily basis.

WeChat Games are designed to be simple and addictive, making them perfect for killing time on the go. They can be played alone or with friends, and many of them offer rewards for completing tasks or reaching certain milestones.


WeChat Marketing

WeChat marketing has become an essential part of many businesses’ marketing strategies in China. With over a billion users on the platform, WeChat offers businesses a unique opportunity to connect with their target audience in a more personal and engaging way. WeChat marketing allows businesses to reach their customers directly through the app, which is widely used for messaging, social networking, and online payments.

One of the most popular WeChat marketing strategies is using WeChat official accounts to share content with followers. These accounts can be used to promote products, services, or brand awareness through articles, videos, images, and other types of content. Businesses can also use WeChat Moments ads, which is similar to Facebook’s News Feed, to reach a wider audience with sponsored posts.

WeChat also offers a variety of advertising options, including banner ads, Moments ads, and mini-program ads. These ads can be targeted to specific demographics and interests, making them a powerful tool for reaching the right audience with the right message.


WeChat Advertising

WeChat advertising has emerged as a significant trend in China, offering businesses a versatile means to target specific audiences through various ad formats, including banners, native ads, and Moments ads. It has proven to be a cost-effective strategy for reaching new customers, boosting brand awareness, and driving conversions.

The platform provides businesses with a range of options to measure campaign effectiveness, offering data on impressions, clicks, and conversions. This data enables businesses to refine and optimize future campaigns, maximizing their advertising budget’s impact.

WeChat advertising facilitates direct engagement with target audiences, allowing businesses to create interactive content that encourages user action, such as website visits or purchases. Unlike traditional methods like TV or print ads, WeChat advertising offers a more personalized and engaging approach.

For foreign brands, accessing WeChat ads mirrors domestic options, but additional restrictions or requirements may apply, such as the need for a Chinese business license or partnership with a local agency. Nonetheless, leveraging WeChat’s advanced targeting capabilities allows foreign brands to effectively reach specific demographics, driving conversions and expanding their presence in the Chinese market.

Types of WeChat ads


WeChat Social CRM

WeChat has become an essential tool for businesses looking to build strong relationships with their customers in China. One of the key features of WeChat for businesses is the social CRM (customer relationship management) system, which allows businesses to engage with customers on a more personal level and provide better customer service.

The WeChat social CRM system is built into the WeChat Official Account platform and provides businesses with a range of tools to manage customer interactions. With the social CRM system, businesses can track customer activity on their account, including messages, clicks, and purchases. This information can then be used to personalize the customer experience, provide targeted marketing, and improve customer retention.

One of the key benefits of the WeChat social CRM system is the ability to communicate with customers directly through the app. Businesses can use WeChat to send messages, share content, and even process transactions. This makes it easier for businesses to engage with customers in real-time and provide personalized support.

The system also provides businesses with powerful data analytics tools. These tools allow businesses to track customer behavior, including what products or services they are interested in, how often they visit the business’s WeChat account, and what types of content they engage with. This data can then be used to create targeted marketing campaigns and improve the customer experience.

Overall, it is a powerful tool for businesses looking to engage with customers on a more personal level and provide better customer service. With its powerful data analytics tools and direct communication capabilities, the WeChat social CRM system is a must-have for businesses looking to succeed in China’s highly competitive market.


WeChat Channels

WeChat Channels is a popular feature on the WeChat app, allowing users to share short videos with their friends and followers. Similar to other social media platforms, WeChat Channels has become a powerful tool for businesses and individuals to connect with their audiences and drive engagement.

It allows businesses to create and share video content with their followers, including promotional videos, product demos, and behind-the-scenes footage. This content can be an effective way to showcase products or services, build brand awareness, and foster engagement with followers.

In addition, WeChat Channels has become a popular way for individuals to share their personal experiences and interests with their friends and followers. Many users create and share videos of their hobbies, travel experiences, and daily activities, providing a glimpse into their lives and building connections with others on the platform.

WeChat Channels also offers a range of features to enhance the user experience. Users can add filters, stickers, and text to their videos, making them more visually appealing and engaging. The platform also provides analytics for businesses and content creators, allowing them to track the performance of their videos and make data-driven decisions about their content strategy.


WeChat channels examples


WeChat marketing trends

One potential trend for 2023 could be the further integration of WeChat into the physical world. WeChat already offers features such as WeChat Pay, which enables users to make payments at physical stores, and WeChat’s QR code scanning feature, which allows users to access mini-programs and official accounts by scanning codes in the real world. As WeChat continues to expand its presence in China, we could see more businesses and organizations adopt WeChat as a primary method of communication and payment, further blurring the lines between online and offline experiences.

Another trend could be the continued evolution of WeChat’s advertising capabilities. With the rise of e-commerce and social media platforms, digital advertising has become an essential component of many businesses’ marketing strategies. WeChat’s advertising features, such as Moments ads and targeted ads, have already proven to be effective in reaching Chinese consumers. As such, we could see more businesses turn to WeChat as a primary platform for advertising, and we could see new ad formats and targeting capabilities emerge.

Finally, we could see WeChat continue to expand its capabilities as a collaboration tool. As remote work and virtual teams become more prevalent in China, WeChat’s features for team communication and task management could become increasingly important for businesses and organizations. We could see new features and integrations that further streamline communication and collaboration, making WeChat an essential tool for businesses of all sizes.


Why WeChat Marketing is Essential for Businesses in China?

In conclusion, WeChat continues to be a significant force in China, and its popularity shows no signs of slowing down. The platform’s versatility, convenience, and ease of use have made it an essential part of daily life for millions of people in China. As we have seen, some of the new trends in WeChat include mini-programs, WeChat Pay, official accounts, WeChat Work, WeChat Games, WeChat marketing tools, and WeChat advertising. These trends provide businesses with unique opportunities to reach new audiences, improve brand communication further, and drive conversions. As such, businesses looking to succeed in China would be wise to incorporate WeChat into their marketing and communication strategies.


How our WeChat Marketing agency can help improve your brand’s visibility & reach in China?

At SEKKEI DIGITAL GROUP, we understand the importance of WeChat for businesses looking to succeed in China. Our team of experts specializes in WeChat marketing and has a deep understanding of the latest trends and best practices for leveraging this platform to reach Chinese consumers effectively. We offer a range of services, from WeChat account setup and management to WeChat advertising and mini-program development, to help foreign brands establish a strong presence on WeChat and drive growth in the Chinese market.

If you’re looking to expand your business into China and want to leverage the power of WeChat, we’re here to help. Contact us today to learn more about how we can help you succeed on WeChat and reach a massive audience of Chinese consumers.

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