![]() This feature works particularly well for e-commerce majors JD.com and Meituan which had about 200 million monthly active users in their mini-programs on WeChat. Prominent brands fast food chains McDonald's and KFC and car manufacturer Volkswagen have utilized this special channel and managed to attract a considerable number of users. Gaming and shopping mini-programs contributed the largest share of app usage time.įor brands and companies, WeChat Mini Program serves as another channel to reach out to a broader audience. Launched in 2017, WeChat Mini Program is an ecosystem of cloud-based embedded apps within the social and messaging app, covering diversified services for everyday life. The promises of WeChat Mini Program Chinese super app WeChat is the early adopter of the app-in-app functionality. 1.9x for the average app 2), more deeply (WeChat users spent 209 minutes per month in the app on Android 1), and over a longer period of time (messaging apps. Their strategy hinges on state-backed innovation mercantilismand their success will come at the cost of U.S. Engagement: Messaging applications, and WeChat in particular, demonstrate high user retention and engagement compared to other apps they are used more frequently (8.9x per day vs. With protectionist policies shielding their rear flank domestically, China’s digital firms are out to capture global market share. As of May 2023, WeChat amassed about 928 million monthly active users of its mini-programs in China, which means over 90 percent of the WeChat users were using the services. Messaging as a Platform: The Power of Network Effects. One of the common tactics is to build mini applications within the core app to provide multiple services to users. In an increasingly connected digital world, Chinese apps have their own way to keep users stick round.
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