However, as many other apps in China, WeChat Work has evolved into an entire digital ecosystem that efficiently connects users in the professional world. WeChat Work has a similar messaging experience as WeChat, but with add-ons that make sense for professional communications, including an employee directory, internal team reporting, HR and finance approvals, etc. Most international users may be more familiar with Slack and the two apps had similar origins. WeChat Work (企业微信;Previously Corporate Accounts, 企业号)While subscription accounts and service accounts target at external markets, WeChat Work are primarily for internal communication and management. WeChat Work was initially designed as an instant messaging app for internal productivity and management. Comparing to subscription accounts, the posting frequency of service accounts is lower. Service accounts are the best choice for businesses with a wide base of the audience or with large customer databases, such as airlines and hotels. When the posts are published, the updates appear as push notifications in followers’ chat lists. After verification, service accounts have access to 9 advanced APIs that enable the brands to create additional apps and functions such as Instant Customer Service app and GPS app. Service accounts can publish up to 4 times per month, with 1-6 articles each time. The verified service accounts can register for WeChat Pay and set up a WeChat Store. Service Accounts (服务号)WeChat service accounts focus on customer service and CRM. Subscription accounts are most suitable for individuals and brands that are content-based or information-oriented. All updates are sent to the users’ subscription folder with no push notifications. Subscription accounts are the only type of official account that is open to individuals, such as bloggers and celebrities. They can publish messages once a day to subscribers and publish 1-6 articles each time. They are used much like a daily news feed. Subscription Accounts (订阅号)WeChat subscription accounts focus on information and brand communication. Let’s look at three types of WeChat business account: subscription accounts, service accounts, and WeChat Work (previously corporate account). The official accounts are available to media, government organizations and businesses. Setting up a WeChat official account allows brands to reach out to a wide base of the target audience and raise brand awareness in an effective way. So how can you use WeChat to reach this large pool of potential customers or build connection with your existing customers? Let’s begin with finding out which type of WeChat account matches your business’ needs and goals. Which WeChat account fits you best?WeChat is an essential and outstanding marketing tool for businesses to enter the Chinese market. It has grown into the largest and most influential social network in China. WeChat is taking over China in both social and commercial aspects. 41% of China’s population log into WeChat every day and use various functions for daily tasks. WeChat is spreading at rocket speed in China. Meanwhile, more than half of them are using one online social service to chat with friends, make voice and video calls, play games, split lunch bills, make online payments, and even get Lucky Money during Chinese New Year. Almost every Chinese uses WeChat. This is no joke. 7 MIN READ Let’s start with an amazing fact: A country with 1.3 billion people has no access to Facebook, Instagram, and Twitter.
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