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China: a completely different digital landscape

China’s digital landscape is fundamentally different from what we know in Europe. It is a mobile-first society, where the majority of internet users rely on their smartphones not only to access information but also to interact with brands, make purchases, and engage in customer service. For Western companies, this means that traditional websites and desktop-focused marketing channels are no longer sufficient when entering the Chinese market. Instead, integrated social media platforms such as WeChat, Douyin and Rednote dominate the entire customer journey — from brand discovery to conversion and loyalty. These platforms combine social interaction with e-commerce functionalities, allowing users to discover, review, and buy products without ever leaving the app. As a result, the lines between marketing and sales are increasingly blurred, and content creation has become a vital part of the sales process.

To succeed in this unique environment, Western businesses must rethink their digital strategy from the ground up. Creating a WeChat Official Account is often the first — and most important — step in establishing a digital presence in China. It serves not only as your brand’s online storefront, but also as a central hub for communication, marketing, and customer engagement.

What is WeChat?

WeChat is a Chinese all-in-one application that combines messaging, social media, and a wide range of services such as payments, shopping, and booking — all within a single platform. With over 1.4 billion active users, it is deeply integrated into everyday life in China and plays a central role in how people communicate, consume content, and interact with brands. For Chinese consumers, WeChat is where they follow companies, read news, browse products, make purchases, and access customer service. This makes it a powerful platform for companies to build trust, connect with their audience, and drive engagement. Through features like Official Accounts, Mini Programs, and in-app services, businesses can offer seamless customer experiences and even generate direct sales. Understanding and leveraging WeChat is key to building a local presence and connecting effectively with Chinese consumers, partners, and distributors.

Why set up a WeChat official account?

For a European company aiming to enter the Chinese market, visibility and credibility are everything — especially in a business culture where relationships and trust play a central role. A WeChat Official Account is often the first point of contact with Chinese clients, distributors, or partners, and is one of the most effective tools to build brand visibility and engagement.

With an Official Account, you can publish content such as company news, product updates, industry insights, and promotions — all fully localized for your Chinese audience. It allows you to showcase your brand, share essential company information, and communicate directly with followers via built-in messaging. Think of it as your company’s mini website inside WeChat, complete with:

• Customizable menu tabs
• Integrated lead capture forms
• Direct messaging and customer service tools
• Links to mini programs, videos or external landing pages

A WeChat Official Account is not just about being seen, it’s about being accessible, understandable, and credible to both B2B and B2C audiences. It acts as your company’s local digital business card, marketing hub, and customer touchpoint — all within the app Chinese consumers and professionals use every day. It’s the first step toward building trust, growing your visibility, and establishing real, lasting relationships in China’s unique digital ecosystem.

If you are interested in setting up a WeChat official account, you can request a free copy of our WeChat guide by clicking the link below. In this guide, we’ll walk you through the essentials of setting up a WeChat Official Account, and explain how to use it effectively to build trust, visibility, and long-term success in the Chinese market.