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Olivier Verot, Marketer based in China for more than 10 years.
Answered Feb 28
Good question :
好問(wèn)題！
1/ They use all mobile to connect people each other.?
A smack growth Hack strategy that works.
1/他們基本都使用手機(jī)和其他人聯(lián)系。
所以微信利用手機(jī)這一策略正中下懷。
2/ They use QQ database to encourage people to connect each other.
2/他們利用QQ通訊錄的數(shù)據(jù)庫(kù)導(dǎo)入鼓勵(lì)人們相互聯(lián)系。
3/ They use the QQ network to braocast the new solution : free Text and calling for everybody.
3/他們通過(guò)QQ龐大的社交網(wǎng)絡(luò)廣而告之新的社交方式：對(duì)每一個(gè)人都免費(fèi)的文字短信和電話。
4/ They are copying the most succesffull tool among social media and innovate after. Read this article?Wechat : Micro Innovation, Mega success - Marketing China
4/他們?cè)趶?fù)制最成功的社交媒體工具的同時(shí)，又在這一基礎(chǔ)上有所創(chuàng)新。讀讀這篇文章：《微信：微小創(chuàng)新，巨大成功——中國(guó)營(yíng)銷》
· Readymade customer base:?The app found a huge fanfare with 200 million users within just six months of its launch. The app was successful in luring majority of the customers of Tencent’s messaging platform QQ, another popular messaging platform in China that boasts of 800 million active users today.
· 現(xiàn)成的用戶基礎(chǔ)：微信APP在推出后的短短六個(gè)月內(nèi)就迎來(lái)了兩億用戶，聲勢(shì)浩大。APP成功吸引了騰訊另一交流平臺(tái)QQ的大部分用戶，QQ是中國(guó)另一個(gè)非常受歡迎的信息溝通平臺(tái)，自詡目前有8億的活躍用戶。
· Voicemail:?To make WeChat user-friendly and to bring it closer to all age groups of people Voice Mailing feature was added. This bought more users into its fold, as it was easy to voice mail on the go, than texting, and also those unable to text, like the older generation found this feature extremely useful!
· 語(yǔ)音功能：微信為了讓用戶容易操作，使其可以覆蓋全年齡段的人群，語(yǔ)音功能應(yīng)運(yùn)而生。這一舉措為它帶來(lái)了更多用戶，和文字輸入比起來(lái)頻繁地使用語(yǔ)音卻很簡(jiǎn)單，同時(shí)對(duì)那些不能輸入文字的人——比如老年人來(lái)說(shuō)，這個(gè)功能實(shí)在太有用了！
· Privacy:?A major concern with modern digital equipments and tools is security, WeChat team understood this early and better. Earlier, discussions, and posts on similar platforms like Weibo were public and open inviting the wrath and censorship from government. WeChat, therefore made privacy a high priority, branding itself as a Private messaging alternative to existing social platforms.
· 隱私安全：關(guān)于現(xiàn)代電子設(shè)備和工具的主要擔(dān)憂一般集中在使用安全上，微信團(tuán)隊(duì)很早就意識(shí)到這一點(diǎn)，并且做得非常好。早期在微博這類平臺(tái)中的討論和發(fā)帖都是公開(kāi)且開(kāi)放的，這樣很容易招致政府的審查和震怒。因此微信將隱私安全放在很高的優(yōu)先級(jí)上，品牌宣傳自身形象時(shí)就將其作為對(duì)現(xiàn)存社交平臺(tái)的信息隱私保護(hù)替代品。
· Platform to Socialize:?WeChat bought a revolutionary concept of socializing with its special feature called Look-Around, making it possible to meet-up locals within a radius of 4 kms. The immense curiosity of people to meet, socialize has contributed to the growing success of this app. unfortunately, owing to its mis-use by majority of the people, WeChat launched ThunderStrike operation, part of Government initiative, to close such 20 million accounts.
· 社交平臺(tái)：微信在社交領(lǐng)域帶來(lái)了革命性的設(shè)想，里面有一個(gè)功能叫“查找附近的人”，意思是你可以查找距離4千米以內(nèi)的人們來(lái)進(jìn)行交友。這勾起了人們極大的好奇心，人們通過(guò)微信來(lái)見(jiàn)面、社交為APP的成功做出了巨大貢獻(xiàn)。不幸的是，因?yàn)榇蟛糠秩藢?duì)這個(gè)功能的錯(cuò)誤使用，微信啟動(dòng)了政府倡導(dǎo)的雷擊行動(dòng)，關(guān)停了兩千萬(wàn)賬戶。
· New Exciting features:?WeChat efforts to attract more customers led it to introduce new and exciting features, some on the lines of its western counterparts such as Facebook, Google Circle etc. A feature to share limited photos with friends was introduced, offering an easy and convenient way to share happy moments, but also ensured safety and security. Later in May of 2012, Video calling was introduced much to the respite of frustrated Skype users.
· 令人感興趣的新功能：微信努力吸引更多用戶使用它們的新功能，這個(gè)功能在某種程度上類似西方的Facebook、Google Circle等。可以和認(rèn)識(shí)的朋友分享選定的照片，以一種十分簡(jiǎn)單、方便的形式分享某些快樂(lè)瞬間，在分享同時(shí)注重保持其安全和私密。2012年5月之后，視頻通話功能引入，很大程度上緩解了Skype用戶的失望。
· Creative Advertising:?Though, Tencent had no intentions of making WeChat, a commercial platform for advertisement revenues, the introduction of API’s in 2013. Still, WeChat was not confined to being a space on hoarding to advertise, it was more about connecting with its huge customer base, leaving a lasting impression about brands. Many companies such as Lifebuoy, Starbucks have successfully understood WeChat’s concept and have been able to leverage the huge customer base.
· 創(chuàng)意廣告：雖然當(dāng)年騰訊并無(wú)意做出微信，因?yàn)閾?jù)2013年API文檔的介紹，微信當(dāng)時(shí)被定位于一款服務(wù)于廣告收入的商業(yè)平臺(tái)。然而，微信在廣告上并沒(méi)有局限于傳統(tǒng)形式，它更多的是結(jié)合其龐大的用戶群，呈現(xiàn)品牌的長(zhǎng)久形象。很多公司比如衛(wèi)寶、星巴克都深諳微信的成功之道，懂得利用龐大的用戶群。
· Innovating and Exciting Games:?Innovation, Excitement, and creativity have been at the forefront of WeChat’s strategies, both in development and penetration into the market. Games, was an area where innovation, and creativity was used to the hilt. These games became so addictive to users, that apart from purchasing stickers, downloading animated emoticons’ etc, it also obstructed productive work hours at offices, and companies had to ban most of these games!
· 創(chuàng)新好玩的游戲：在微信對(duì)市場(chǎng)的發(fā)展和滲透策略中創(chuàng)新、好玩、創(chuàng)造力一直被放在了重要位置。游戲，就是創(chuàng)新和創(chuàng)造力運(yùn)用的極限區(qū)域。微信中的游戲讓用戶十分上癮，除之之外，人們也十分熱衷于購(gòu)買微信中的貼紙、下載動(dòng)畫(huà)表情等等。這讓辦公時(shí)間的工作效率變得低下，所以一些公司不得不下禁令，禁止玩這些游戲。
5/ It is a great APP, that people use everyday.
5/這是一款優(yōu)秀的APP，所以人們每天使用。
6/ They send several push per day to let people come back.
6/他們會(huì)每天發(fā)來(lái)數(shù)個(gè)推送，讓人們使用APP。
7/ Payment & eCommerce : They are developping into the eCommerce World to make Chinese people life easy.
WeChat, an ecommerce platform ? - Marketing China
7/ 網(wǎng)絡(luò)支付和電子商務(wù)：他們?yōu)榱俗屓藗兩罡奖汩_(kāi)始涉獵電子商務(wù)領(lǐng)域。
微信，一個(gè)電子商務(wù)平臺(tái)？——中國(guó)營(yíng)銷
8/ 8.5 million company are on Wechat , with 25,000 being added daily
Enough ?
8/微信上現(xiàn)在有850萬(wàn)的公司號(hào)進(jìn)駐，每日還有25000的公司號(hào)加入，夠不夠？
Tingyi Chen, WeChat expert, tech writer, co-founder at WalktheChat
Answered Aug 19
As of August 2017, WeChat has 963 million MAU, the most popular social media App in China. (The second popular App is QQ with 663M MAUs, also from the same parent company, Tencent).
2017年8月，微信用戶擁有九億六千三百萬(wàn)月活躍用戶，這是中國(guó)最受歡迎的社交APP。（第二受歡迎的APP是QQ，擁有六億六千三百萬(wàn)月活躍用戶，同樣來(lái)自母公司騰訊。）
It’s popular for the following reasons:
如此受歡迎主要有以下原因：
1. WeChat is a one-stop solution
Western users are used to having multiple Apps for different tasks. However in China, you only need to have one single App to do everything.
1.微信是個(gè)一步到位的APP
西方用戶經(jīng)常用不同的APP處理不同的任務(wù)，然而在中國(guó)，你只需要一個(gè)APP就可以解決所有事。
A few things you can do with WeChat includes: social sharing, booking a taxi, order food delivery, order laundry delivery, order cleaning ladies, unlock a sharing bike, reading news, play games, video editing and paying for groceries and other bills…. anything you can possibly think of, you can do it with WeChat.
在微信上你可以做的事包括：社交分享、網(wǎng)絡(luò)約車、點(diǎn)外賣、預(yù)約衣服送洗、預(yù)約家政阿姨、解鎖共享單車、看新聞、玩游戲、視頻編輯和賬單還有小店的網(wǎng)絡(luò)支付……你可以想得到的事，你基本都可以在微信里完成。
WeChat have city service button where you can find some specific services such as booking tickets, and paying for bill.
微信還有城市服務(wù)按鈕，這在里面你可以找到一些專屬的城市服務(wù)，比如訂票和交水電費(fèi)等。
But the most disruptive creation of WeChat is WeChat Official Account and it’s menu.
但最具創(chuàng)造性的還是微信里的微信公眾號(hào)以及公眾號(hào)菜單。
These are company’s account’s that post news. In the menu of the account, it can take users to an external 3rd party website where the company can offer services to its followers.
這些企業(yè)號(hào)可以發(fā)企業(yè)新聞，在公眾號(hào)的菜單里可以引導(dǎo)用戶打開(kāi)第三方的外部鏈接，這樣企業(yè)就能對(duì)用戶提供持續(xù)、專業(yè)的服務(wù)。
Basically, a lot of WeChat Official Accounts act as independent Apps that users access through the WeChat browser.
基本上，大部分微信公眾號(hào)都像一個(gè)獨(dú)立的APP，只是用戶通過(guò)微信來(lái)進(jìn)行瀏覽。
2. WeChat is simple to use
You would think an App that comes with so much features would have a very complex interface.
WeChat’s interface is extremely simple with the primary focus on its messaging feature.
2.微信十分易用
你也許會(huì)認(rèn)為有著如此多功能的APP一定有非常復(fù)雜的界面。
但微信的界面卻十分簡(jiǎn)潔，主要焦點(diǎn)都集中在信息功能上。
Below is the homepage of WeChat. Notice it has 3 major different accounts:
· WeChat friends
· WeChat groups
· WeChat Official Accounts
下圖是微信的主頁(yè)，注意里面有3個(gè)不同的賬戶類別：
l 微信朋友
l 微信群組
l 微信公眾號(hào)
The setup is so intuitive that users of all ages can use it.
Compare with other Chinese Apps, the interface are much busier.
起始界面也十分直觀，使得所有年齡段的人都可以無(wú)障礙使用。
和中國(guó)的其他APP比較，這些APP的界面就復(fù)雜多了。
3. New work effect
When 963 million users are using the same App to communicate, there is no way to avoid it : )
Below is the MUA growth of WeChat.
3.新媒體的影響力
當(dāng)九億六千三百萬(wàn)用戶都在使用同一個(gè)APP來(lái)溝通，你沒(méi)有辦法避開(kāi)它：）
下圖是微信的月活躍用戶增長(zhǎng)圖。
Don Johnson, I have lived in China for a long time.
Answered Dec 11, 2015
I agree with all the answers so far (except for the one about there not being any other choices in China) but I feel like nobody has come out and stated it clearly: WeChat is a brilliant piece of software which is gradually taking over the entire Chinese mobile internet. You can now do practically anything within WeChat (and pay for it), while the core functions of messaging and microblogging remain extremely easy. I'm not very conversant with its competitors outside China (it has no competitors, really, within China) but it's like asking why Google is popular - because it's awesome.
目前為止，我同意以上所有的答案（除了一個(gè)答案稱在中國(guó)除開(kāi)微信就沒(méi)有其他選擇了），但是我覺(jué)得沒(méi)人把它說(shuō)得很清楚：微信是軟件中的杰作，它逐漸占領(lǐng)了整個(gè)中國(guó)移動(dòng)互聯(lián)網(wǎng)。實(shí)際上，你可以使用微信做任何事（包括付款），而且它的核心功能發(fā)信息和發(fā)狀態(tài)也十分簡(jiǎn)單。我對(duì)中國(guó)之外的同類競(jìng)爭(zhēng)者不太了解（真的，在中國(guó)，微信沒(méi)有競(jìng)爭(zhēng)者）。這個(gè)問(wèn)題就好像問(wèn)谷歌為什么這么受歡迎一樣——因?yàn)樗１瓢。?br>
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