From a messenger to an all-around app
WeChat was launched by the Chinese tech behemoth Tencent in 2011. In essence, its purpose was to serve as an equivalent to WhatsApp. However, the hallmark that takes it beyond just basic messaging is its underlying product philosophy – connecting everything in one app. WeChat has proved its feasibility by building an ecosystem within the app where third parties can develop their own mini-applications, namely WeChat Mini Programs.Inside the universe of WeChat
This concept has totally changed China’s mobile usage. For many Chinese smartphone users, this flagship product of Tencent is more like a survival tool than just a social media. It is the home screen for money exchange, shopping, ride-hailing, food delivery, dating, and so much more. With such versatility, WeChat achieved a whopping 88 percent of daily usage rate and a penetration rate of 83 percent in its mini-programs in 2021.Given WeChat’s massive userbase, it comes as no surprise that the super app is an important marketing channel for brands. Its in-app features, particularly WeChat Search, WeChat QR Codes, and WeChat Moments are critical to drive traffic and sales within the Chinese market. Furthermore, many companies in China are using WeChat in daily business operation as well, such as WeChat Pay for a seamless payment solution. WeChat Mini Programs are also well-received as they save companies technical resources and time needed for app development with advanced digital functions.
