What's Inside

Tencent’s WeChat has transformed from a social app to a “super app.” We explore the advantages that the digital platform’s diverse functionality offers to brands and retailers—such as global beauty brands Dior and L’Oréal—in the China market:

• WeChat official accounts act as a content marketing tool.
• WeChat mini programs enhance brands’ ability to drive traffic and provide a better consumer shopping experience.
• WeChat banner and Moments advertising helps brands to reach new consumers.