How to register an Official WeChat Account in Hong Kong or China 2020?
Unless you have been living under a rock, you must have heard about the superpower of apps-WeChat. WeChat has a legion of 1.1 billion users worldwide, most of which are in China.
The app dazzles users with its impressive features and boundless uses. Users can transfer money, book travel tickets, connect to brands and purchase just about anything they need while accessing news, entertainment and even games.
WeChat offers unparalleled innovation that competitors such as WhatsApp, Line, and Twitter fall far behind from.
There is not much the app doesn’t offer. Unsurprisingly, WeChat has come to be known as an ‘everything app’ and fast becoming the app that people ‘can’t live without’. The app’s advanced functions have allowed it to seamlessly integrate into daily life and become a necessity in China.
An official WeChat business account should be a high priority for businesses looking to enter China. It is a fundamental marketing tool that allows business to interact with a huge audience while effectively increasing reach and brand awareness.
A WeChat business account is the equivalent of a Facebook, LinkedIn or Instagram business page but with additional benefits. The app allows businesses to acquire followers, send out impactful messages and showcase company news. Businesses are able to communicate to their uses through effective forms of media such as blog posts, videos, infographics and photos.
An official WeChat business account will open the door into the Chinese market. The same WeChat door will give businesses the unique ability to share specific information to their users’ chats that will increase brand reach and drive conversions.
The beauty of WeChat (and a big selling point for most Chinese apps) is that it allows users to directly purchase within the app or has them redirected to an ecommerce platform or a website. WeChat is the perfect ground for businesses to gather their Chinese marketing data, and in turn allows them to effectively reach the Chinese market.
How to register an official business WeChat account in Hong Kong or China:
There are three options available for overseas businesses to set up an Official WeChat account.
Apply Business Wechat Official Account Option 1
The first option is to register a company in China. Businesses need to obtain a Chinese business licence either as a local company or WFOE (Wholly Foreign Owned Enterprise) to be able to register a company in China. A Service Account can only be opened with a business licence. The quickest and cheapest way to open an official WeChat account is by using a Chinese licence to register.The fee for a Chinese business to open a WeChat official account is ￥300 (half the overseas fee of $99).
As a business, you need to decide whether you are entering the Chinese market as an overseas business or as a Chinese business. The Chinese regulations make it more difficult for foreign businesses to open up an official WeChat account.
How to get Business Wechat Official Account Option 2
The second option allows businesses to use their own overseas licence to open up an official WeChat account. Businesses will need to apply to Tencent (the parent company of WeChat). Tencent considers applications by foreign companies individually. The application process can vary from 2 – 4 weeks and has a cost of $99. The biggest advantage for foreign businesses to register as an overseas account is that it enables them to be in full control.
An overseas service account might be best suited to those who want to own their account legally and in full control of it.
Apply Wechat Official Account Option 3
The third option is to use a third-party business licence. A legal Chinese business can register for a WeChat account on behalf of your business. Each legal Chinese business can register up to 5 official WeChat accounts. Some companies find it profitable to sell their remaining allowance of official WeChat service accounts to businesses.
For some overseas businesses, this method may be a risky option if you do not have a trusted third-party business partner. If you do decide to pursue this route, the account will be tied to another business, so it is important that you find a reliable third-party business to register your account. WeChat does however allow businesses to transfer their account from a third-party supplier to a fully owned account later on.
WeChat offers businesses a chance to register under one of these two accounts.
1. WeChat Subscription Accounts
2. WeChat Service Accounts
First, you need to decide which WeChat official account is suited for your business.
What is Wechat Subscription Accounts?
A Subscription Account is more suited towards bloggers, influencers and media outlets that solely focus on publishing information content. A Subscription Account can be created with a Chinese ID or a local Chinese business licence. This type of an account gives businesses an opportunity to send out a message each day publishing up to 7 articles each time. These messages can be seen in the “subscription” chat section of WeChat.
WeChat Service Accounts in Hong Kong or China
A WeChat Service Account is more visible than a Subscription Account as it is seen as a friend or contact in the “chat” section of a user’s WeChat interface. A Service Account also offers more features than a Subscription Account such as; customer service, WeChat payment and localisation. Service Accounts allow businesses to publish up to 4 times per month, with 1–6 articles each time. These posts are pushed to followers as notifications on the top their chat lists.
A Service Account can only be created with a business licence from overseas or a local Chinese business licence. A Service Account is a better choice than a Subscription Account for businesses with large audiences.