The article is based on exclusive interviews with Allen Zhang and ten other senior executives, as well as extensive desk research. In this article, we provide an analysis of WeChat’s internal innovation process, how it created the original product, how it stays abreast of user needs and how it remains innovative and agile even though it has more than 2,000 employees.
This is in large part because its founder, Allen Zhang, despite enjoying rock-star status in China, rarely gives interviews. Most observers now rate WeChat as offering a superior user experience than its western counterparts today and its innovative features are now being copied by others.īut how did WeChat gain such a strong market position? While some aspects of the WeChat story are well known, there is virtually nothing written about how WeChat works from the inside. It had to fend off dozens of domestic competitors when it was launched, and it had to keep innovating to stay ahead.
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Many westerners are sceptical about successful Chinese software companies, bearing in mind Facebook’s absence and Google’s exit from the market in the early 2000s.īut WeChat didn’t get an easy ride. These all open inside WeChat, providing a seamless and integrated service for upwardly-mobile Chinese users. It isn’t just the default option for social networking and chat, it is also the leader in mobile payments taxi, restaurant, movie-booking and retail apps. Doi:10.19327/j.cnki.zuaxb.1007-9734.2014.05.010.With more than a billion daily active users, WeChat dominates daily life in China. Journal of Zhengzhou University of Aeronautics (05), 53-58. The Innovative Service Research of Scenic Spots in the Perspective of WeChat Marketing. Analysis of the Application Prospect of WeChat in Tourism. Importance-performance Analysis of the Satisfaction of Tourism We Chat Marketing: Taking Hebei Tourism We Chat Public Accounts as Example. Master Thesis, Chongqing Normal University. The research of We Chat marketing development about the theme parks in Chongqing based on the pattern of "Online To Offline". Content Marketing Strategy of Library WeChat official account: Analysis Based on WeChat Communication Index (WCI). The Research on the WeChat Marketing Strategy of A Tourism Company. Master's Dissertation, South China University of Technology. The Research of Tourism Image Perception and Travel Intention Based on the WeChat Promotion. Master's Dissertation, Central South University of Forestry and Technology. Study on the Influence of WeChat official account in Hunan Forest Park. Discussion on Xinjiang Tourism WeChat Marketing. Technological Development of Enterprise (10), 45-48+69. Study the Public Number of WeChat in Provincial Science and Technology Departments Based on We Chat Communication Index (WCI) -Take "Science and Technology Hunan" as An Example. Jewelry Brand WeChat official account Marketing Strategy - Analysis Based on WeChat Communication Index WCI. Evaluation on communication impact of Chengdu HospitalWeChat official accounts based on WeChat Communication Index.
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