About the Author

Thomas Graziani

Thomas is the co-founder of WalktheChat, a leading software developer and agency focused on WeChat and other Chinese social networks. Thomas was previously part of the marketing & strategy department of Schneider Electric in  which he spearheaded the work on Smart Cities and Smart Grid for the company in China.  Before joining Schneider Electric, he was a consultant at the Boston Consulting Group during  which he worked on projects across various industry including banking, supply chain and  pharmaceuticals. Thomas is a graduate from the Judge Business School of the University of Cambridge and  holds an engineering degree with a specialisation in Applied Mathematics and Operational  Research from Ecole Polytechnique in France.  Contact: thomas.graziani@walkthechat.com

How Alibaba is shaping the Chinese entertainment industry – Alibaba Pictures, Taopiaopiao, and its e-commerce ecosystem

Thomas Graziani New WeChat features

Alibaba has been growing in the entertainment business with an aggressive acquisition strategy since 2014. The article will cover the following topics: Alibaba’s entertainment business’s structure Alibaba Picture Taopiaopiao Damai Youku Tudou UCweb How Alibaba links entertainment with e-commerce Competitors (Tencent & Baidu) What comprises Alibaba’s entertainment empire? Alibaba Pictures The film company was formerly called ChinaVision Media, of which …

WeChat impact report 2018: all the latest WeChat data

Thomas Graziani New WeChat features, WeChat guides & tips, WeChat news

The WeChat Impact Report 2018 is out! Among the highlights: WeChat-driven information consumption reached RMB 209. 7 billion WeChat accounted for 34% of the total data traffic of users WeChat drove RMB 333.9 billion traditional consumption, covering travel, food, shopping, tourism, etc. WeChat contributed the employment of 20.3 million persons in 2017, more than twice the 2014 figure The number of stores accepting WeChat Payment in …

WeChat changed the Subscription Account folder: why does it change everything?

Thomas Graziani New WeChat features

WeChat just modified the format of the “subscription folder”. Why is it game changing? What is the change? This change of the display of the subscription account messages transforms what used to be a list of accounts into a more “Facebook style” newsfeed. This is the biggest change made to WeChat Official Accounts since their launch in 2013. Let’s categorize …

Zhihu: China’s Largest Q&A Platform is a Content Marketer’s Dream

Thomas Graziani New WeChat features

“If you have a question, search on Zhihu,” they say. This may best summarize the biggest knowledge sharing platform in China, whose 7-year-old database boasts over 100 million answers. Bottomline, being a Q&A website, the ability to provide useful and trustworthy answers means everything. To a knowledge-seeking crowd, Zhihu is a goldmine for useful and high-quality content, where “worthless” answers …

6 Examples of Successful Douyin Marketing Campaigns

Thomas Graziani New WeChat features

Where did the last hour go? You notice you are scrolling through a feed again, with no memory of opening the app. A cute puppy on Douyin grabbed your attention, bringing a burst of happiness so brief it’s addictive. Conveniently you swiped up to a bottomless feed of 15-second videos, from people (often attractive young females) eating/making food, doing passionate …

WeChat Impact Report 2018 shows impressive social impact

Thomas Graziani New WeChat features

The WeChat Impact Report 2018 is out! Among the highlights: WeChat-driven information consumption reached RMB 209. 7 billion WeChat accounted for 34% of the total data traffic of users WeChat drove RMB 333.9 billion traditional consumption, covering travel, food, shopping, tourism, etc. WeChat contributed the employment of 20.3 million persons in 2017, more than twice the 2014 figure The number …

WeChat Mini-Programs are getting traction in China

Thomas Graziani New WeChat features

Today, we put together data from several mini-program reports showing impressive growth: Time spent on WeChat Mini-programs daily went from 1.6 minutes per day to 9.8 minutes per day in a year 87% of WeChat mini-programs users spend more than 200 RMB per month through them Majority of WeChat mini-program users are now female users