China’s super-app WeChat may have sealed its place on mobile home screens everywhere in the country but WeChat is “not a silver bullet” when it comes to targeting the young Chinese segment., according to Compass Edge CEO, Anita Chan.
While she acknowledged that “it is very important to the young Chinese in their day-to-day lives” (brands such as Dior and Burberry have successfully developed their own ‘mini apps’ to reach Chinese users on it), there are “a lot of other platforms that you should also be paying attention to”.
“WeChat is a closed platform. You need to be connected in...