By Emily Qiu
Both WeChat and RED are giants in China’s social media landscape but present a stark difference in community vibe. For the exact same video—showing a young mother challenging her 3-year-old son to eat bitter melon—the comments on RED are filled with snarky, witty, and meme-like reactions, dripping with humour and playfulness. On WeChat, however, the same video might elicit affectionate, serious praise for her bravery and emotional stability, with a more formal and sincere tone.
Why does this happen?
User Demographics: A Tale of Two Audiences
Young people love to make memes on social media platforms. They are dedicated to using humour and sarcasm (mostly with good intentions) to show their ability to follow hot topics and seek belonging within their young community. Fundamentally, RED is a hub for fashion, beauty, lifestyle, and all things trendy, which has attracted a vast number of young, trend-conscious users, primarily women aged 18-35 (according to the Qianggua Database). As a result, RED is their go-to platform for shopping recommendations, personalised discovery, and lifestyle tips.
WeChat, on the other hand, is a jack-of-all-trades. Its user base spans young professionals to older generations, making it one of the most versatile platforms in China. Beyond social networking, WeChat is used for news consumption, work interactions, payments, and group chats. The content here tends to be more rational and practical, either long posts or short videos, attracting users to prioritise long-term value, relationships, and reliable information.
What Does This Mean for Brands?
As you may know, visibility is undoubtedly important, but the key to driving purchase conversions lies not in broad brand exposure alone, but in connecting with the right audience—those who either already need what your brand offers or can be easily convinced to develop that need. This is why efficient budget allocation and long-term brand growth hinge on a deep understanding of where your target audience spends their time and how they interact with content.
This is why targeting the right platform matters.
RED: A Playground for B2C Brands
For B2C brands, especially those in fashion, beauty, and lifestyle, RED is your ideal playground. Its young, trend-savvy users are quick to embrace new products, especially when influenced by Key Opinion Leaders (KOLs); this impulsive buying behaviour makes it ideal for brands looking to drive quick sales through short, snappy, and visually appealing content.
WeChat: A Space for Professional and Relational Engagement
WeChat, with its mature user base, is better suited for brands or organisations offering professional services or targeting older demographics. Its features, like long-form articles, short videos, customer relationship management (CRM), and group-based communication, make it perfect for building trust and loyalty, leading to its advantage in fostering long-term relationships.
That said, it’s not a one-size-fits-all scenario. Different industries face varying regulations on these platforms, which can impact your brand’s performance. For example, while RED is great for attracting individual customers, it imposes functional constraints on industries like real estate. To find the best platform and feature combination for your business, contact CHIN’s marketing experts today.
Final Thoughts: Tailoring Your Marketing Strategy with CHIN Communications
While RED and WeChat cater to different audiences, they both offer unique strengths. RED’s community-driven format amplifies word-of-mouth (WOM) marketing, while WeChat’s private traffic model fosters long-term customer loyalty. The key is to leverage the strengths of both platforms in a complementary way.
At CHIN, our marketing experts specialise in crafting tailored strategies that align with your brand’s goals. Whether you’re aiming to boost awareness, drive sales, or build customer loyalty, we’ll help you navigate the complexities of China’s digital landscape.