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Tencent beefs up WeChat platform for corporates

TENCENT said it will open more features to corporate account owners on its popular smartphone social platform WeChat to allow them to diversify their service offerings and retain consumers.

For example, corporate accounts can design their own campaigns and various forms of activities to hand out virtual “red packets”, or hongbao, to users, Wang Pengfei, product manager WeChat's payment division, told a forum with developers and brand owners in Shanghai yesterday. 

The new functions on WeChat will also allow tailor-made marketing campaigns as well as allowing users to receive discount coupons from nearby merchants or stores.

For example, Ping An's car insurance division launched a number of marketing campaigns and added more than 3 million followers by giving out 4.2 million e-hongbao.

Tencent has said it hopes to build a platform where brand owners can retain their users while third party developers can also play their part by bringing in more value-added services.

Last month, it launched a new section on WeChat for easier access to public utility services in Shanghai to bridge the gap between online users and offline service providers.

It is also aiming to better connect with offline service retailers and promote its payment service through various payments or shopping scenarios.  


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