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How to Create Wechat Official Account

How to Create Wechat Official Account

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China‘s internet population in 2014 hits 649 million, 86% on phones, which is almost the total population of Europe. However, there is no Google, no Facebook, no twitter, no YouTube, … How do you reach these “netizens” then? At Goglo, our local talents can help you to identify the right target group, select right local social media, and efficiently engage your target group within these platforms. Today we will introduce one of the most popular social media in China: Wechat.

In this article, we will start with introducing Wechat, Wechat Official Account, and how to apply for a Wechat Official Account for your organizations.

About Wechat

Over half a billion people use WeChat, which is a mobile text and voice messaging communication service developed by Tencent, one of the three internet giants “BAT” in China, and is one of the largest standalone messaging apps by monthly active users (MAUs). According to Tencent’s Q2 2015 report, WeChat messaging app now has 600 million MAUs, compared to 900 million MAUs of WhatsApp in the same period in the whole planet, while Wechat was only firstly released in January 2011.

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Besides instant messaging, WeChat also provides platforms as e-commerce, gaming, banking and marketing, which is our main topic today and fulfilled by Wechat Official Account.

About Wechat Official Account

Wechat supports users to register as an official account, which enables them to push feeds to subscribers, interact with subscribers and provide them with services. In China, Wechat official accounts have become a common service or promotion platform for government, news media and companies.

  1. How Wechat Official Account Works

We will show you how Wechat Official Account works in the example of the new Wechat Official Account created by Goglo,  “Gogloeurope” (欧洲那些事儿,means “Something about Europe”).

Open your Wechat app (if no, please read our previous post about how to create Wechat Account, and create one Wechat account for yourself), click “Contact” in the bottom menu. You will find Wechat Official Account from the “Contact” of your Wechat messenger:

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Click “Official Account”, then there will be the list of the Official Account that you subscribed.

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Click the mark “+” on the right top, and there will be a searching bar coming out. Click the searching bar, and input “gogloeurope”, click “search”, here we can see the name of the Official Account of GogloEurope displayed. At the moment, Wechat is only displaying in Chinese…

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Click the name displayed, and there will be the introduction page of “GogloEurope” coming out.

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Click “Follow”, then you will get an automatic reply from the official account of “GogloEurope”. Under the bottom, there is a type menu, you could interact here with our service people of GogloEurope official account by inputing text messages or voice messages. Click the avatar at right top, there will be the cover page of the Wechat official account of GogloEurope.

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Click “Account”, it displays the registration information of this wechat official account.

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Click “View History”, you could check the history of posts of Gogloeurope wechat official account.

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Click either title of the post, here will be the details of the post:

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Another easy way to find and subscribe a certain official account is to scan the QR code in the menu of “discover” of your wechat app. Here is an example of the QR code of “GogloEurope” (welcome to subscribe!) :

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       2.  Which type of Wechat Official Account to use

Now we get to know how Wechat Official Account works, next step is to register one. Oh wait, there are indeed different types of Wechat Official Account, and which one to use?

Wechat official account features with two types: individual and business official account.

  • Individual official account is intended to communicate information and messages of the individuals, media, government, enterprises and other organizations to the subscribers and public;
  • Business official account is intended to communicate information and messages of the media, government, enterprises, and other organizations to the subscribers and public,  to provide online commerce and Wechat payment to the consumers, to recruit staff, and to do online customer services.

After deciding which of the above two types of Wechat Official Account to use, it is still further required to choose one from the following three types:

Subscription Account,  Service Account and Corporate Account.

  • Subscription Account: provide a new information propagation means for media and individuals to build up better communication and management with readers.
    • Intended groups: individuals, media, enterprises, government, or other organizations.
  • Service Account: provide more powerful business service and user management capabilities for enterprises and organizations, to help enterprises quickly implement a brand-new official account service platform.
    • Intended groups: media, enterprises, government, or other organizations.
  • Corporate Account: provide entry of mobile applications for companies and organizations, and help with setting up interconnections between companies and employees, suppliers & companies applications.
    • Intended groups: enterprises, government, or other organizations.

The differences of these three types of official account can be illustrated as below:

UntitledOfficial Account 1Subscription Account  

2Service  Account           

3Corporate Account
Who can apply Individuals & Organizations Organizations only Organizations only
Posting Messages 1 per day 4 per month 4 per month
Custom Menu Yes Yes Yes
Wechat Payment No Yes N/A

 

How to apply for Wechat Official Account

Officially, both Chinese and non-Chinese could apply for Wechat Official Account. However, users of the Chinese version of WeChat, do not have access to WeChat Official Accounts registered by non-Chinese. In contrast, non-Chinese WeChat users have access to both Chinese and non-Chinese Official Accounts. Furthermore there is no existing criteria for non-Chinese to apply for Wechat Official Account, and the process can be lengthy and panic. Hence here we will only discuss about how to apply for Wechat Official Account using Chinese citizenship or Chinese business licenses.

Below is a list of documents needed for registering a Wechat Official Account:

Government Type Media Type Enterprise Type Other Organization Type Individual Type
Full Name of Government Agency Organization Name Enterprise Name Organization Name Identity Card Name of Operator
Business Authorization Letter Organization Code Registration Number of Business License Organization Code Identity Card Number of Operator
Identity Card Name of Operator Scanning Copy of Organization Code Certificate Scanning Copy of Business License Scanning Copy of Organization Code Certificate Wechat ID with a registered bank card
Identity Card Number of Operator Identity Card Name of Operator Business Account Identity Card Name of Operator Phone Number of Operator
Wechat ID with a registered bank card Identity Card Number of Operator Identity Card Name of Operator Identity Card Number of Operator
Phone Number of Operator Wechat ID with a registered bank card Identity Card Number of Operator Wechat ID with a registered bank card
Phone Number of Operator Wechat ID with a registered bank card Phone Number of Operator
Phone Number of Operator

Note: Each Chinese citizen could apply maximum two individual Wechat Official Accounts.

How Goglo could help you

GogloForChina is a brand under Goglo Consultancy, which is simply your best partner to be in China and lead you a fastest way to reach your target market and customers.GogloForChina helps you achieve your ambitions in China through professional online marketing strategies and initiatives.

Having professionals team both in the Netherlands and China, Goglo has legal entities both in the Netherlands and China as well. We can help you to register Wechat official account using our Chinese entity. Our seasoned and creative digital marketing personnel can help you to operate your Wechat official account, to create contents, attract subscribers from your target group, interact with the public, feed contents to other wechat official accounts or other media platforms, and promote your business in China.

About the Author: Susie Huang

Susie is a Chinese native living in the Netherlands. She got her bachelor degree in China and afterwards worked in Shanghai in sales & marketing for a few years. Then she came to Nyenrode Business University in the Netherlands for an MBA degree. Since then Susie has worked for several Dutch companies, and finally decided to become an entrepreneur herself and founded Goglo Consultancy, to help European business to extend its reach in China.

” Being passionate about what I am doing, my sense of achievements relies on tAvatar-Susie_V1he results that we help you to achieve”

    – Susie Huang

 

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How to Create Wechat Official Account

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