WeChat: The Indispensable Tool for the Life of the Chinese (2026)
Today, the phone has become an important part of Chinese life and they communicate much via electronic tools. The Chinese are increasingly riveted on their smartphones whether in the subway, street, restaurants, bars, movie theaters from toddlers to octogenarians, swimmers to the pool to deliverers on their scooter. They send messages, share moments while watching videos, play games online but what application? They use WeChat, the most popular social media application in the Asian country.
What is WeChat?
Launched in 2011, WeChat is a free social media application developed by the Chinese company Tencent. It is instant messaging on mobile with multiple functions and remains a social network impossible to circumvent for visibility on the Chinese web. Originally, the instant messaging application was known only under its Chinese name Weixin.
Unlike its counterparts like Facebook or Twitter, WeChat is a closed network. In other words, only the relatives of a user can see what it shares, making the shared information more credible, thus very effective for the dissemination of information from the public account of brands.
The Chinese internet is closely supervised by the authorities, which exercise strict censorship, prohibiting access to social networks Facebook, Instagram, and Twitter, as well as the Google search engine. As a result, users spend most of their time on strictly Chinese applications. As of 2025, WeChat counts over 1.38 billion monthly active users worldwide, with the vast majority based in mainland China. The number keeps growing year by year, whether for private users or major brands.
What is WeChat Used For?
WeChat is basically a messaging application for both entertaining and working. Users can send text, photos, videos, and voice messages from their smartphones, or even locate their contacts by shaking their devices. Unlike Whatsapp, WeChat not only serves to send messages, texts, videos, voice messages, make calls, and videos. Indeed, WeChat is a multiservice platform where users are driven to consumption.
WeChat is a means of payment for users in stores: no need for credit cards or cash. You can pay directly and safely. WeChat has also developed in recent years to become a means of payment for online or offline shopping, renting public bikes (by scanning the QR Code built in the bike with its WeChat mobile scanner), or taking taxis. This saves a lot of time.
In 2025, WeChat Pay processed over 1 billion transactions per day in China. For cosmetics brands, this makes WeChat a direct purchase channel, not just a communication tool. Brands like Clarins and L’Oréal run full Mini Programs on WeChat where customers browse products, read reviews, and complete purchases without leaving the app.
WeChat as a Marketing Tool for Cosmetics Brands
WeChat is a powerful marketing tool. It is effective in promoting products. Unlike open social networks, corporate messages on WeChat are more targeted and more likely to be read. It is also a way for the consumer to follow the latest news from a company. The customer has the possibility to contact the brand directly through instant messaging, and brands can offer vouchers, making the customer feel privileged. Read more about cosmetics marketing in China and how brands build their presence step by step.
WeChat allows many brands to sell cosmetics in China directly through the app. The sellers manage their shops and orders, but the payment process is supported by WeChat Pay. The application is open to companies that have an official WeChat account and have subscribed to WeChat Pay. WeChat has thus become more than a mobile application: it is a social, exchange, and e-commerce platform that touches all sectors. For many Chinese, everyday life would become inconvenient without WeChat.
We worked with Novexpert and Yon-Ka on their WeChat Official Account strategy. Both brands used a mix of articles, product launches, and loyalty coupons to build a subscriber base in China. The results were clear: WeChat-driven traffic converted at a higher rate than any other channel because users are already in a buying mindset inside the app.
WeChat and Xiaohongshu: A Combined Strategy for Cosmetics
WeChat works best when combined with Xiaohongshu (Little Red Book) for cosmetics brands. Xiaohongshu drives discovery through UGC: real users post skincare routines, ingredient breakdowns, and honest reviews. Those posts create trust. WeChat then converts that trust into loyalty through CRM, private groups, and Mini Program purchases. In 2025, over 300 million users were active on Xiaohongshu monthly, with beauty and skincare as the top content category. Brands that run both channels together see a shorter path from awareness to repeat purchase.
Advantage for Western Businesses
WeChat also allows foreigners who live in or visit China to communicate with their families and friends at home. For western cosmetics brands, this dual function matters. Your sales team on the ground in Shanghai uses the same app your customers use to buy your products. That alignment reduces friction at every step of the commercial process.
FAQ: What Brands Ask Us About WeChat Marketing
Q: Do we need a Chinese business entity to open a WeChat Official Account?
A: For a Subscription Account or Service Account, a registered Chinese business entity or a verified foreign company is required. Our team handles the registration process for international brands.
Looking for help? Our WeChat agency for beauty brands can support your brand’s entry into China.
