WeChat is a free messaging service from China that gains popularity rapidly. Besides standard features It includes voice messaging and videochat. By doing an search online, this slidedeck was made to answer the question what WeChat is and how companies can effectively use this service. Sources: http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/ http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-brands/38568/ http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies http://bigblueball.com/im/top-10-instant-messaging-apps/ www.wechat.com http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/ http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-the-future-of-communications/ http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-marketing/ http://www.digitaljungle.com.cn/wechat-marketing-service http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/ http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/

1. WeChat

2. • WeChat reached 600 million users in Oct 2013, including 150 million out of
China
• WeChat is the world‟s top messaging app, ahead of products like Twitter
(218 million) and WhatsApp (350 million)
• In China, 90 percent of smartphones now use it, with heavy daily activity.
Known as WeiXin, rebranded globally as WeChat
• WeChat Payment is integrated into the platform in China, driving important
daily traffic from WeChat to online shops. Users can link their bank
card, receive benefits, and reduce the number of clicks before purchase.
WeChat info

3. Messaging features
• Hold to talk
• Typing is a pain for a lot of Chinese: QWERTY isn‟t optimized for
the language, Pinyin is based on Mandarin while lots of Chinese
speak a different dialect, there are no abbreviations in the
language and switching between languages is often slow doing.
Solution: voice messaging, short hold-to-talk messages are
convenient, more intimate and as a bonus suitable for not-tech-
savvy people (grandmothers etc).
• QR code integration
• Chinese have difficulty pronouncing words/letters because of
their character based language (it‟s why numbers are often
used). Scanning a QR code makes it easier to add friends-just
scan their QR!
WeChat made for china
This and next slides:
http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/

4. Social Media/Social Network
• Facebook and Twitter aren‟t accessible: enter Moments by
WeChat.
• Share photos/text, mention friends, like, comment, share
location etc
• Contact list is not visible to anyone (no need for fake accounts)
• You can only see interactions of your friends (so no
comment/likes on a post from others than your friends)
• Group messaging for up to 500 people
• Joing a group and use it, much like a forum or Twitter, based on
topics
• Official account
• Two types of “official accounts” exist on WeChat – service and
subscription (RSS feed)
• Read articles inside the app
WeChat made for china

5. Platform
• App integration into WeChat
• Chinese version of „Yelp‟ (dianping.com)
• Music/video players
• Air quality app
• Games in-app
• Allows you to play games in the WeChat environment
• Wallet
• allowing you to pay for more mobile minutes, movie
tickets, split bills, or buy select products.
*these features are not all available worldwide
WeChat made for china

6. Wechat announced on October 29 2013, Wechat would open a number of APIs to verified public accounts. It would charge
public accounts for 300 yuan (USD 49) annually for verification fee.
• User profile API allows public accounts to get user ID and location information. It is a good news for third-party
developers, they could build up member information.
• Grouping followers API allows account manager to group followers and send them messages separately.
• Location API could get users location information. It‟s very crucial for LBS app.
However, some API would not be opened to all public accounts.
• Wechat payment API is crucial for Tencent‟s mobile shopping strategy, even Jack Ma, former CEO of Alibaba was
afraid of Wechat payment. Tencent is quite cautious about Wechat payment API, therefore, they would only open it to
a few verified accounts. Enterprises need to get verification from Tenpay, which requires a lot of certifications.
• Message sending API allows public accounts to send messages one on one with no number limits. Wechat focuses on
user experience, so this API would not open to most public accounts either.
• Follow me API allows users to follow public accounts on webpage or sharing pages by simply clicking the following
button. This time, it would not open to every public accounts.
• Sharing API allows users to share the pages by clicking the sharing button on pages. It would not completely
open, either.
• Unfollow API allows public account managers to see the people even if they have unfollowed the public account.
• Address API allows public account managers to gain users‟ address to receive packages from other public accounts.
• CRM API allows enterprises to upload their members‟ information. Whether it will open or not, we cannot say right
now.
The core of Wechat open API new policies is to improve user experience. For public accounts managers, they should try to
improve their services to attract users rather than simply advertising themselves.
[http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies/]
WeChat open API policy

7. Image recognition SDK
• Enables third parties to image recognition
capability to WeChat accounts
• Service is free and is said to become more powerful
later on
Example of use :after scanning a book cover, you‟ll be
able to read reviews form Douban Books (one of the most
popular platforms for book ratings and reviews in China)
or buy the book form dangdang.com (an online retailer)
Examples of WeChat software development kits (SDK)
Speech recognition SDK
• Voice open platform enables third parties to add
speech-based features to WeChat accounts
• One developer is allowed to register up to ten
WeChat based applications, is free for small- and
mid-sized developers
Examples: China‟s Merchants Bank and Soso Maps have
integrated speech recognition and speech-to-text
capabilities to their WeChat accounts
[http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/
http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/ ]

8. Comparison
WeChat WhatsApp Facebook Mobile Line
Users 600 million,
100 million daily
590 million
(estimate), 350
milloo monthy
945 million monthly,
556 daily
300 million
Platforms Smartphones, tablets,
desktop (PC/Mac),
web
Smartphones Smartphones,
tablets, web
Smartphones, tablet,
desktop (PC/Mac)
Features Text/Voice chat, Data
(photo/video/location
etc) sending,
Voice/video call,
groupchat, QR code,
App connect, Look
around, Wallet,
Shake, Timeline, drift
bottle, Games
Text/Voice chat,
Data
(photo/video/audio
etc) sending,
Location, Groupchat
Text/Video Chat,
Data
(photo/audio/video
etc) sending, Group
chat, Location,
Timeline, Games app
connect, Events
Text/Voice chat, Data
(photo/video/audio etc)
sending, Voice/Video
call. Location,
Groupchat, Movie chat,
App connect, Timeline
Marketing
opportunities
Official accoounts,
gaming apps, open
API, Wallet functions
Private use, no
advertising
Official accounts, no
open API
Official accounts, gaming
apps, open API, branded
stickers, brands can
send messages, artists
can share with ON AIR
function

9. Campaign
WeChat‟s open architecture allows for customized plug-ins, and that‟s exactly what our China
team did – designing an interactive experience in which users could upload a personal photo in
exchange for a mobile coupon customized with his/her photo. There was also a QR code on
each coupon making it easy for consumers to share coupons with their friends. Before you say
QR codes are dead, you might want to check out thepenetration in China.
Introduction: The campaign capitalizes on the celebrity of REN Zhong, a rising TV star who is
just another active social media user among China‟s TV generation.
Module A, “Spreading the Word”: The vendor, using its official WeChat channel, spreads the
campaigns in which a “selfie,” a photo one takes of oneself, can trade in for a digital coupon
from Yoshinoya with a customized “selfie.”
Module B, “Online, Offline”: The same message is also printed on every seat in every
restaurant, so customers, holding chopsticks in one hand, can free their other hands to scan
the QR promo code on the table and take a selfie of “Joe at lunch break.”
Module C, “Social Media”: The campaign goes on to address the clout of REN Zhong and other
social media key influencers to expand the campaign.
Module D, “Show Your Friends”: As noted earlier, the “Moments” feature on WeChat that
includes QR codes allows customers to show friends they are having lunch with their “selfies”,
functioning as a digital version of a word-of-mouth channel.
Quick Look at the Numbers
The ability to measure digital actions and content gives PR a way to declare victory for this
type of campaign.
Our custom plug-in was downloaded 26,663 times.
The campaign generated more than 7,000 photos.
Unfortunately, the number of redeemed coupons is client confidential, but it‟s obviously a key
metric.
Looking to the long term, Yoshinoya‟s WeChat account rose from less than 3,000 followers to
more than 18,000 by the end of the campaign.
Of course, the program included a media relations dimension, but it‟s the quantification from
the digital component that takes measurement to the next level.
[http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-
the-future-of-communications/]
Case study

10. Case One: cnfol-com
CNFOL, a Chinese finance portal website, includes finance, stocks, securities, market
statistics, funds, futures, options and foreign exchange, insurance,etc. CNFOL Wechat public account
allows users to check finance news and market index, send selected finance information to users and offer
investment services. Users only need to enter stock code to get that stock quotation. It‟s convenient and
easy to learn.
Case Two: Mideace
Midea is a Chinese leading home appliance manufacturer, and its Wechat public account Mideace offers
one-stop service. Midea‟s customized menu allows users to get to know Midea‟s products information and
market launch updates. If they want to purchase, they could enter online mall to buy the products. What‟s
more, they could find customer service information in public account, such as after-sales network, product
specification, complaints of products, Q&A and help. Wechat public account helps Midea shorten the
communication channels with consumers and lower the cost.
Case Three: wyn88v
Vienna Hotel Group is a chain hotels with over 480 branch hotels in about 80 cities in China. Its Wechat
public account offers a comprehensive booking service, connected with online booking system. Except for
booking rooms via Wechat public account, consumers could also search for points, order and discount
information. Once you finish booking a room, your mobile will receive a confirmation message. Wechat
public account offers another convenient way for booking hotel rooms.
Case Four: lacrocheposay1975
LaRochePosay, an international beauty products brand, launched a 50ml sample sending activity during
June and July this year. This activity used Wechat marketing for the first time, optimized sending
procedures and improved consumer experience and user feedback obtain. Consumers could apply for the
sample online via Wechat public account, and got the sample offline in stores. Then it sent back offline
consumers information to online database, realized O2O cycle.
[This and next slides:
Examples

11. Case Five: qunar-wang
Qunar cooperated with Adsit, a Chinese digital marketing optimization platform, launched a Wechat public
account call center customer service. Qunar became the first Chinese OTA enterprise to move call center
on Wechat public platform. It also took advantage of Wechat strong ties with users and simple third-party
login, and developed QR code scanning sharing button and coupons cloud wallet apps suitable for travel
decision-making and travel products purchasing. Its Wechat customized menu had strong and useful
functions. Since the launch of Qunar Wechat public account, its followers increased 2,000 per day.
Qunar put a precised-target, small-scale and high ROI social marketing into practice on Wechat public
platform. Recently, several travel products snap up were limited within Wechat followers. Wechat selected
consumers by multiple labels (city, gender, inquiring records, purchase history, preference) and invited
them to the promotion activities. One of the activity sold out 150,000 travel products in two hours.
For Wechat marketing, it is very crucial to grasp consumer psychology.
Case Six: rainbow-cn
Rainbow is a Chinese department store, its Wechat public account allows users to purchase shopping card.
Consumers could hit purchase button on its Wechat public account, and choose Wechat payment. The
shopping card could be used in any Rainbow mall nationwide, what‟s more, you could send the shopping
card as a gift to your friends via Wechat.
Case Seven: m51buy
51buy Wechat Double 11 marketplace achieved 80,000 transaction orders on November 11 2013. 51buy
launched Wechat marketplace at midnight on November 11 in Beijing, Shanghai, Guangzhou and
Shenzhen, featured as flash sales. First,51buy elaborately selected popular products which saved
consumers from picking and choosing from different categories, they could purchase chosen products
directly from the shelf; Second, the specified shopping procedures didn‟t need consumers to put products
in shopping-cart, they could confirm the order immediately; Last, consumers paid for the purchase via
Wechat payment.
Examples

12. Case Eight: proyachina
Between September and October 2013, Proya (a Chinese cosmetics brand founded in 2003) started a
marketing activity called hydropower. Proya not only set up PC minisite, but also built Wechat activity page
which enable consumers to take part in the activity in mobile-end. Proya connected Wechat activity with
offline stores and Tmall online store, so that consumers could choose to obtain rewards either from offline
store for free sample or from Tmall online store for coupons. It greatly improved consumer experience and
consumption rate.
Proya successfully integrated online activity, offline reward obtain and online Tmall store coupons, realized
online, offline consumer interaction.
Case Nine: jumeivip
Jumei is a Chinese brand cosmetics and skincare products group buy website. Jumei Wechat pubic account
is the first cosmetics and skincare products try out platform. By answering questions correctly and share
information to friends circle, consumers could get opportunities to free try out products. Jumei targets at
female consumers precisely, with content catering to the needs of female consumers, such as skincare
methods, how to look pretty, fashion circle, in fashion and group buy information. Jumei Wechat public
account supports Alipay and pay on delivery, stimulating consumption greatly.
Case Ten: xmsj816
Xiaomi, an Apple-like Chinese mobile manufacturer, announced on November 22 to cooperate with
Wechat, 150,000 Xiaomi 3 mobile phones were going to snap up on Wechat public account platform and
paid via Wechat payment.
Xiaomi usually launched its mobile phone online with extremely low price for panic purchasing, its scarcity
marketing strategy was a huge success.
Consumers could book for snapping up with 0.01 yuan (USD 0.0016) cost to get 5 yuan (USD 0.82) cash
coupon for xiaomi 3. Consumers not only could purchase mobile phone via xiaomi Wechat public
account, but also got information about how to snap up xiaomi 3 mobile phone, order inquiry, product
information and booking.Xiaomi used Wechat public account to draw close the distance with consumers.
Examples

13. Creative marketing possibilities with WeChat
http://www.digitaljungle.com.cn/wechat-marketing-service

14. • http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-
whatsapp/1/
• http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-
brands/38568/
• http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies
• http://bigblueball.com/im/top-10-instant-messaging-apps/
• www.wechat.com
• http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-
stats/
• http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-
glimpse-into-the-future-of-communications/
• http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-
marketing/
• http://www.digitaljungle.com.cn/wechat-marketing-service
• http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-
speech-recognition-sdk/
• http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/
Sources

15. • Comparison Chart
• http://appcrawlr.com/app/uberGrid/2319
• Flop or not?
• http://www.perdeby.co.za/sections/entertainment/3424-
wechat-im-future-or-flop
Also interesting sources (not used here)