As mobile messaging apps become increasingly popular across the globe, China’s WeChat (the top mobile social app in China, which has reportedly surpassed 600 million users) is often compared with other mobile messaging apps, such as WhatsApp and Japan’s Line. Of all such apps, WeChat has the most complicated features; it goes beyond messaging and keeps adding new features and further evolving existing ones. Among the many possibilities, three stand out:
Exploring location-based business. Chinese consumers have been using WeChat’s QR code functionality for a while to get discounts and rewards from offline stores. WeChat also has an advanced scanning feature, the street view scanner (available for the Chinese version of WeChat 5.0 or higher only). The scanner not only shows street names but also nearby stores, restaurants, movie theaters, and other locations. WeChat has recently cooperated with Dianping (China’s Yelp) to upgrade its location check-in feature on Moments (WeChat’s timeline, on which users share photos and texts) from cities to specific stores. WeChat’s successful cooperation with taxi-hailing app Didi Dache has also enhanced its location-based capabilities. All of these features pave the way for WeChat to be able to provide location-based marketing.