WeChat Accounts Usage

With consolidated functions of Whatsapp, Instagram, Facebook, LINE, combined with CRM, Retail, e-Commerce and transaction possibilities, WeChat is now the major social media platform in China, taking over Weibo.

In 2015, over 569 Million active daily users were recorded. Its spiral value is unquestionable. WeChat plays an influential role in China marketing scene. Brands like Coach, Ctrip, Bloomberg, celebrity bloggers, lifestyle brands and enterprises embrace it and more are joining this platform.

If you are expanding into China market, here are the three WeChat accounts you need to know: SUBSCRIPTION     SERVICE   CORPORATE

WeChat Subscription Account (订阅号 ding yue hao)

Subscription account is what most brands or bloggers will use. It is ideal for Magazine, journals, bloggers with high content sharing frequencies.

Besides its daily content upload quota (up to max 8 individual feeds per upload), it allows menu set up and linkage that private does not provide.

Menu is a helpful tool to enable followers to orientate themselves on your WeChat platform and understand what it is all about.

Some successful WeChat bloggers have been able to reach out to as high as 100’000 readers and thousands of shares per feed.

Specialist tips: Although daily feed is allowed, content quality is the key

WeChat Service Account (服务号 fu wu hao)

Service account does not confine itself with 4 times per month upload. In fact, the flexibility of third party APP linkage enables account holder to set up CRM, e-Voucher, lucky draw, LBS, payment functions. An ideal e-commerce platform with minimal investment.

Besides own e-shop, retailers have the option to open JD retail platform linkage on its Service account (prominent competitor to Taobao, TMall), giving them additional retail opportunity.

Brands with own APP will use WeChat as its base platform and link the APP onto WeChat. It further shows how important it is to be on WeChat as it is the most convenient platform for Chinese consumers.

Specialist tips: WeChat Wallet payment does not link to Alipay, but runs with its own system.

WeChat Corporate account (号 qi ye hao)

This is a newly add-on account type in 2016 and it is limited to corporate internal usage.

We will keep a watchful eye on Tencent B2B development. Perhaps very soon, we will see a ‘Social Sprout’ platform in China.

Specialist tips: WeChat account registered by non-China firm cannot be read in China. If you are promoting your brand in China, this is a crucial step. Send us a note, perhaps we could assist.




How WeChat can help you grow your China business

With 4 billion mobile phone users and a quarter from China, bringing your business mobile is no longer an option, but a requirement. How can WeChat, the most popular mobile app among Chinese consumers, help you grow your China business?

Before we move on, here are some information you need to know : Typical Chinese consumers’ online behaviour :

  • Once they  heard of a brand, the tendency to searching for information online is almost 100%. If the brand cannot be located online, they will begin to doubt its reliability and value.
  • Chinese consumers love to buy things online and do their research thoroughly.
  • They do not stop at website along, but go into comments from other sources to find out more about the company / brand
  • They are willing to try new things if they find the information trustworthy.
  • They to the same for travel plan, order meals, overseas and local purchase and anything that can be done online.
  • They believe in their social media network comments
  • They can influence sales among their social media network
  • Bulk purchase is very successful in China
  • Smart device is a common tool they use

Why do we look at China market

  • Huge population – if one group of people start buying a brand, a trend could be created without you even knowing it
  • Spending power – middle class is getting wealthier and more disposable income.
  • Goods of desire – Craving for overseas produce/services

Why WeChat 2013

China Internet usage data by Min. of Ind. & Info. Tech China

China Internet usage data by Min. of Ind. & Info. Tech China

807 Million mobile Internet subscribers with 402 million using 3G

China covers 24% of global smart device users

400 millions use WeChat and 150 million on SINA Weibo

WeChat is a mobile tool that provides Facebook, Instagram, Messaging, Purchase on one single platform and Weibo carries a Tweeter function. The two platforms compliment each other – Weibo is a great broadcasting channel and WeChat is now the most commonly used mobile app in China.

Social media does not rely solely on WeChat or Weibo, it is a holistic approach with a combination of SEO, Keywords, Forums, Geo & Target Ad.

Take a look at Burberry WeChat Show experience – shows how social media could create successful campaign.

Service providers and brands with storefront on Main Street or Online, in China or overseas, can now be broadcasted and recognized by Chinese consumers within shortest time. through online platforms and using social media as their brand booster. New brand (those new to China market) might not have the budget like Burberry, Through social media, It is able to grow its business from where it is and take advantage of this China wave – WeChat.

A good social media campaign through WeChat could reach out to hundreds thousands of audience within shortest time and a small budget. Retailers are attracting Chinese to patronize their stores from Milan to London and companies are promoting and winning partners through social media. So can you.

Contributed by : Sarah MM, who is currently the Director of Red Line, a company specialised in Social Media Marketing Solutions for China market. Sarah has had the experience in China business with names like W. Disney, Warner Brothers, Football league, Snoopy, Pucca, ZARA, Grift, BATA, La Rinascente, Conbipel and other European house brands. Her network and market knowledge have helped her venture into e-commerce business and using WeChat as the mobile marketing development tool for most brands. She can be connected at sarahmm@a-redline.com

How to use WeChat to grow your China business

The latest mobile network tool, WeChat

             – How it helps retails to engage Chinese fans

Burberry has successfully engaged fans through WeChat and Inernational online platform.

Burberry has successfully engaged fans through WeChat and International online platform.

WeChat is the latest mobile network tool that many brands use to grow their China corporate business and retail status.


It is more than a Whatsapp. The additional social network option, ‘moments’ allow public sharing with similar functionality like Facebook. Brands have taken advantage of ‘public accounts’ to share through celebrities and influencers to reach out to their target audience.


WeChat allows sharing by invitation only, which seems somewhat restricted. However, its playful tools like ‘Shake’, ‘Message Bottle’ and ‘QR code’ combining with offline marketing effort, helps brand to mobilize fans. If these tools are being used effectively, the result could be worth the while since the number of users on WeChat is increasing rapidly.


There are a lot of opportunities for company who wants to promote and sell through WeChat. The chance of having a successful launch, pre-defined clear objectives and goals are necessary.


Within corporate account registration on WeChat, it has separated between two types of function, namely ‘Subscription’ and ‘Service’ account. Both require brands with China registered company. Either account provides more flexibility in communications with back office menu set up and traffic data reports.


‘Service Account’ allows brands like Sephora to establish direct sales channel on its existing WeChat without moving out of the platform. It is smooth and easy for transactions to take place. To establish this, there are requirements that company needs to fulfill besides being a registered China company.


With the growing list of shops, malls, group purchase channels on WeChat, there are many ways to further enhance brand’s presence even without an official account. Why is it important to establish a mobile presence in China in addition to desktop set up? 10 out of 9 young Chinese carry smart phone. News, information and online social activities take place on their mobile gadget. Chinese netizens trust comments through their social media network. Any brand wishes to establish a rapport with its target audience needs to be seen and found online and especially on mobile tools.


Bringing your social media mobile is no longer an option, but a requirement. WeChat is presently the best mobile network tool to penetrate into China market.




Simple social media approach to draw Chinese shoppers – Baidu and Weibo power


If your retail outlets are overseas, how do you attract Chinese shoppers to your stores?  Social media has a big role to play in creating China business opening for you. Baidu and Weibo are the two channels you need to explore for your China retail strategy. The first is China largest search engine and the latter carries China twitter function. Both set-up are the must have for any B2C enterprise who wish to attract Chinese customers.

The online practice habit of Chinese consumers is what makes Baidu important. Information on e-platform has great influence on Chinese consumers buying decision. It is very common for them to check first online to verify information they receive. For shoppers, they will visit outlets and compare prices online to make buying decision.

The online practice habit of Chinese consumers is what makes Baidu important. Information on e-platform has great influence on Chinese consumers buying decision. It is very common for them to check first online to verify information they receive. For shoppers, they will visit outlets and compare prices online to make buying decision.

Once they participate, you have created a successful campaign and your fans will start growing. The result does not stop there. These fans would be able to start buying from you when they visit or ask third party to purchase on their behalf, which is very common among Chinese community. They need not visit your shop. Those who can be found on Baidu, start seeing attract of Chinese visitors increase. If you wish to achieve what they did, here are some of the basic steps your need to attract Chinese customers to you :

Step 1: Be visible on Baidu search

Baidu is one of the largest search engine in China. It commands 70% online users population in China.

Your name should be listed on Baidu through PPC (Pay Per Click) advertising while you work on your organic listing, SEO (Search Engine Optimization) on Baidu.

Step 2 : Present yourself through Weibo

Having a website in English and Chinese is only a start. It does not bring traffic. You need to attract and engage customers to your site. One of the important B2C tool is Chinese twitter called Weibo.

Step 3 : Strategic campaigns to grow your business

To make Weibo serves you successful, your voice has to be heard. Don’t hard sell your products unless you are providing very good offer. Communicate with your customers like you want to be approached. Add interesting elements in their life. Let them want to come back often for a good time. Every message you twit should carry weight and encourage action.

If you still don’t get the kind or response you wish to achieve, consider tapping on Weibo Ad and WeChat campaigning to give you a head start.

Weibo Ad gets you appear on celebrity tweeters, which help you draw their fans to you. The result is visible within very short time. WeChat should be your next level of communication media as smart phone is a common tool among Chinese consumers. To make success WeChat campaign, you must first accumulate quality fans and structure your campaign well. This we will discuss in another occasion.

Chinese consumers are dominating retail scene global wise. Retailers from everywhere are trying to attract them to their outlets. Are you drawing customers to you? Give it a thought about your presence in China. Internet can bring you very close to your Orient customers.

Red Line China Retail helps overseas retailers to establish their presence in China through Baidu PPC, SEO, WeiBo and WeChat setup and specialized in managing campaigns that attract fans. http://www.a-redline.com/