Launched in 2011, WeChat has quickly evolved from a simple chat app to a digital ecosystem having no equivalent all over the world. It has a become a major platform for brands willing to engage with Chinese customers. However, despite massive communication campaigns, WeChat hasn’t succeeded to expand overseas and seems mostly confined to mainland China.
• WeChat is China’s leading social platform and most used app.
• It is an all in one app for almost anything: chat, play games, pay bills, transfer money, order food, call a cab, rent a bike, find a grocery store…
• WeChat “Mini Programs” allow to develop embedded apps, adding tailored functionalities to engage with users.
• Politically related censorship has tainted WeChat reputation abroad.
