While it can seldom stand alone, an official, public WeChat account should normally be the cornerstone of your China online presence. This guide will explain the most important aspects of opening an official WeChat account.

Step 1:

Deciding on who registers the account.

Your Chinese business entity

You will need your Chinese business license, ID of a Chinese employee and a Chinese phone number to start the registration process.

Your application will be reviewed by a 3rd party verification agency which may ask for additional documents.

Registration typically takes 1-2 weeks.

Marketing agency or other partner in China

Chinese marketing agencies take care of the entire process and register accounts using their own marketing business license.

The account is registered in client’s name.

Registration typically takes 1-2 weeks.

Your western business entity

Western businesses are now officially able to open official WeChat accounts using their foreign business license. In practice, the approval process is more complex and companies may fail to meet the criteria.

The resulting account is also subject to some restrictions on posted content and integration with other WeChat services.

Registration typically takes 1-2 months.

Step 2:

Choosing the account type.

Two main types of official acocunts are “Subscription” and “Service”.

Each type can then be “Verified” which adds an additional label to account's profile page. Ideal for brands and official organizations wanting to show account’s authenticity.

Service accounts are listed on the homepage of WeChat right alongside private chats. Account is moved to the top of chat list every time a new story is posted. This makes Service accounts more visible compared to Subscriptions accounts and an ideal choice for most companies.

Service accounts allow sending notifications about new stories to followers 4x/month with each broadcast consisting of up to 8 separate stories.

Subscription accounts are aggregated in the “Subscriptions” folder and are an ideal choice for publishers who want to broadcast news daily.

Content and structure are identical on both types of accounts.

Step 3:

Choosing the account name.

Every official account comes with 2 unique names.

Account name

Can contain both Chinese and English characters.

Users can search for the account using full or partial name.

Brand names require proof of trademark registration and cooperation contract between the western and Chinese entity/marketing agency. Company representative from the western head-office may be contacted by the verification agency in the process for confirmation. Only persons who’s contact can be found on company’s official website qualify. The contact is usually made in Chinese via email.

Your Chinese name needs to:

Be easy to remember
Represent your brand
Have a meaning in Chinese (as opposed to phonetical transcription)
Certain Chinese characters will be rejected in the account registration back-end
Certain Chinese characters will be rejected in the verification process done by verification agency

Account ID

In Latin characters.

Users have to look for full name to find your account.

Step 4:

Registration.

Registration is done using WeChat’s backend platform. Application is reviewed by a 3rd party verification agency within 7 days after which the account is registered/rejected or you will receive request for additional documents.

Step 5:

Adding content.

Quality content structured in a logical way is key. Find a trustworthy partner who can help you create the storytelling you need.

Content is added via WeChat backend. For improved visuals 3rd party platforms such as Xiumi.us can be used for designing layouts.

Step 6:

Launch.

The launch should take place after all launch content has been added.

Step 7:

Marketing.

Account should be promoted in as many places as possible following the launch.

Free promotion

QR code in your email signature
QR on your business card
QR at your place of business
QR in all print publications
QR at exhibitions you attend, event you organize etc.
QR on your website
Engagement on related online forums

Paid promotion

Cooperation with online influencers
Advertising on WeChat
Advertising on other platforms

Step 8:

Ongoing storytelling.

Your account can remain static or provide ongoing storytelling. As a general rule you should post new content regularly to signal to your followers that you are active + push news to them.

How To Open An Official WeChat Account