Constantly people ask for what are those best practices on Wechat. Honestly I do not like this question. You should come up with your own idea of best Wechat tactics to attract your consumers instead of looking around to acquire inspiration or simply copy. Still to quench such curiosity, I am not immune to compiling a short list of brand names which frequently appear on the best case ranking from local media and research firms in China.

1)       Dulex

It is the ultimate best marketer on Sina Weibo, now extending its charm on Wechat, including sending message of every day lesson, jokes, tete a tete discussion about intimacy questions etc. Well we know sex sells, so should be a piece of cake for Dulex to enthrall their consumers, I suppose.

2)       Xiaomi (Small Rice)

As China’s most promising homegrown smart phone brand (some even acclaimed it is China version of “Apple”), local consumers crave for its products. So Xiaomi decides to utilize Wechat as part of customer service center. It is said the ration between its Wechat support staff and followers is around 9 to 1 million. Of course Xiaomi developed a very advanced automatic reply system based on the key words sent by the customers. Hence costs of CRM and SMS have been drastically reduced.

3)       China Southern Airline

Probably the very first airline company in China to launch flight check-in service on Wechat in January 2013. Now the functionalities of its Wechat account include but not limit to: ticket booking, flight schedule and mileage check, get boarding pass, travel guide, destination weather. Southern Airline determines to build up its digital ecosystem integrating Wechat, website, its own mobile App, and call center. After all they say in digital era, brands have to be a seamless and multi-channel communicator.

4)       Merchant Bank

No doubt, this bank is the most prominent player as financial enterprise in social media. Apart from its banking customer service feature, especially for credit card on Wechat, local media often talked about its “drift bottle campaign” to promote a charity cause for autism kids in China. It does help to enhance its leading role of corporate responsibility for Chinese society at large.

5)       Yihaodian

It is the most influential e-commerce supermarket in China. Its interactive game on Wechat called “I draw you guess” was given a high score from local media. Once win the game, followers will get some gifts, which might be a good way to maintain loyalty of its customers.

6)       Taoabao

What can I say? The king of e-commerce in China, too easy for them to captivate and keep their followers. Campaign or game on its Wechat would often allow participants to get “red packet” (equivalent to coupon) which can be redeemed into their future online purchase.

7)       Starbucks

It’s reputable Wechat campaign was called “Naturally Awake” in August 2012, which I thought was a bit lame. You sent an emoticon message to Starbucks, then you would get a link with a song which fitting to the mood of your emoticon. This thing received so much praise probably because it was the very first brand to infuse music element into Wechat, I perceive.


To conclude, what are those essential factors I observe here?

  • You must be a very attractive brand. Don't you see all big brands here?
  • Wechat should be an efficient customer service tool
  • Have some interactive games with rewards/gifts/coupon
  • Add fancy music




By Cécilia Wu
English & Chinese Editorial Manager