WeChat, China’s most popular instant messaging app, allows users to follow public accounts. This connection shortens the distance between brands and potential consumers. However, according to the graph published by QQ Tech, only 18.9% of WeChat users follow verified brand accounts, such as Cartier and Forever 21. The study also points that around one fifth of total WeChat users are not following any kind of accounts. This data implies that if companies engage in Wechat platform and successfully attract followers, they could explore its e-commerce function, and build a new connection with the consumers that can turn into a profitable tool in the development of their business.
Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.