Douyin and WeChat are China’s leading social platforms, but serve different purposes for different brands
In China’s digital landscape, Douyin and WeChat dominate as leading platforms, each offering unique pathways to over a billion users. Their approaches to engagement, commerce and storytelling differ significantly, making them essential for brands aiming to tap into China’s lucrative market. With Douyin’s short-video focus and WeChat’s mini-programs, these platforms redefine how global businesses connect with Chinese consumers.
Douyin, launched in 2016 by ByteDance, serves as China’s counterpart to TikTok, a short-video platform with over 750 million monthly active users. It thrives on creative, 15-to-60-second clips, including dance challenges, comedy skits, and beauty tutorials, captivating a young, urban demographic, primarily aged 16 to 30. Its algorithm excels at delivering addictive content, keeping users engaged for over two hours daily. For brands, Douyin’s strength lies in its viral potential and integrated social commerce. L’Oréal Paris, for example, leveraged Douyin’s livestreaming to generate millions in sales through KOL-led beauty tutorials. Douyin is a prime channel for fashion, beauty, and lifestyle brands aiming to ignite trends and drive sales.
WeChat, developed by Tencent in 2011, operates as a super-app with over 1.3 billion monthly active users. It functions as a digital ecosystem, integrating messaging, payments, and mini-programs, lightweight apps embedded within the platform. Unlike Douyin’s high-energy videos, WeChat emphasises deeper engagement through long-form articles, private group chats, and official accounts. Luxury brand Bottega Veneta utilised WeChat to launch a Lunar New Year short film, forging emotional connections with affluent users. WeChat’s mini-programs transform brand engagement, offering gamified shopping experiences that enhance retention. This versatility makes WeChat ideal for brands prioritising loyalty over rapid virality.
The British luxury brands excelling in their China marketingThe platforms’ audiences diverge notably. Douyin attracts a youthful, trend-driven crowd, with a 55% female majority concentrated in Tier 1 and 2 cities like Shanghai and Beijing. These affluent, educated users eagerly embrace trendy products. Burberry, a British luxury brand, could harness Douyin’s platform by showcasing its tartan scarves or trench coats in short, visually striking videos tailored to this fashion-forward audience. Although specific Burberry campaigns on Douyin remain undocumented, its success on Tmall suggests strong potential. WeChat, conversely, spans diverse age groups and regions, including urban millennials and rural seniors. Its loyal users engage deeply through group chats or mini-programs. Jaguar Land Rover, a British automotive leader, could leverage WeChat’s mini-programs to offer virtual test drives or exclusive content, appealing to China’s high-net-worth car buyers. While specific Jaguar campaigns on WeChat lack documentation, its focus on China’s luxury market aligns seamlessly.
Douyin’s advantages include high engagement, viral reach, and a commerce engine that converts viewers into buyers. However, creating consistent, high-quality videos demands significant resources, and success depends on mastering Douyin’s algorithm, which favours established accounts. Its young audience also limits appeal for brands targeting older demographics, and China’s strict content regulations require careful compliance. WeChat, by contrast, offers unmatched flexibility, supporting diverse content through official accounts. Louis Vuitton’s “Mah Jump” mini-program game exemplified blending fun with brand storytelling. Yet, WeChat’s slower virality and complex setup, particularly for mini-programs, pose challenges. Its mature audience may also feel less trendy compared to Douyin’s Gen Z energy.
For brand alignment, Douyin vs WeChat depends on objectives. Douyin excels in awareness and sales, as seen with Dior’s short videos promoting entry-level luxury to millennials. British brands entering China could adopt similar strategies, using Douyin’s livestreaming to showcase products in real time. WeChat, however, shines for retention and niche engagement. Educational or travel brands can utilise mini-programs for bookings or guides, while luxury brands like Bottega Veneta foster communities through rich content. WeChat’s closed-loop ecosystem drives 30% higher customer retention than standalone apps. British brands must prioritise localisation, including Mandarin content and cultural sensitivity, to thrive on either platform.
Navigating Douyin vs WeChat requires embracing their distinct dynamics. Douyin’s energetic pace suits brands ready to engage with trends and invest in video content. WeChat’s depth benefits those prioritising relationships and innovation. Whether a British brand like Burberry amplifies its presence on Douyin’s viral platform or Jaguar Land Rover builds a loyalty hub on WeChat, success hinges on aligning with each platform’s audience and mastering China’s digital regulations.
