Yiling Pan
Jan 15, 2018

WeChat opens its closed ecosystem for brands

The new feature signals Tencent’s ambition to make WeChat an all-encompassing digital platform, connecting social media marketing, e-commerce, and payments.

A new feature called “brand zone” allows brands to sell directly to users even if they aren’t followers. Luxury brands are approaching the new function in different ways. Photo courtesy: CuriosityChina

WeChat has made a fundamental change to the way it works.

China’s most popular social media app has always limited its posts’ visibility to the sharer’s friends, or an official account’s followers. While this closed ecosystem limits the potential for content to go viral, it has been an asset for the app’s parent company, Tencent, and for users, who have been able to share more sensitive content among smaller...

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