SHANGHAI — A few years ago, digital-marketing strategists were buzzing about how brands needed to tap into Weibo, China’s answer to Twitter, as a platform to communicate with the country’s more than 500 million Internet users.
But now there is an alternative. While Sina Weibo, the most popular Chinese microblog site operated by Internet giant Sina Corporation, still remains an important component of brands’ digital marketing mix, a new social networking service has emerged that is rapidly becoming the next must-use tool to communicate with tech-savvy Chinese consumers. It is called WeChat, and since Tencent Holdings, also a Chinese Internet behemoth, launched it in late 2011, the service has amassed some 300 million users, 70 million of whom are located outside the mainland.
In its August report on social media use by brands globally, digital innovation think tank L2 called WeChat the “hottest platform on the planet.”
WeChat (known as Weixin in China) is similar to Whatsapp, a mobile messaging application popular in the West that enables users to send messages using their phone’s 3G or Wi-Fi connection. What makes WeChat unique is that it has rolled into one application popular features from other social networking services as well as a few distinct innovations.
Similar to Facebook’s activity feed, users can share photos, videos and music with WeChat contacts who can post comments about the content. A walkie-talkie function allows users to send real-time voice messages; there is a live video-chat feature, and subscribers can enable a “shake” function to locate users nearby. Users can also form chat groups of friends or with those who have similar interests. Most users are white-collar urbanites between the ages of 20 and 39, according to Tencent.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty