Originally, WeChat was launched in 2011 with the purpose of being a messaging application. Yet in six years time, it has quickly grown to become an all-encompassing digital ecosystem with over one billion active monthly users. This single application has transformed how people communicate, find information, shop, work and manage their daily life. Thus, there is no better digital platform to directly interact with the Chinese consumer than WeChat. But navigating this digital environment is quite challenging, thus how can brands best take advantage of this opportunity?
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