WeChat — China’s Leading Social & Digital Ecosystem Entering the UK Market

INTRODUCTION

WeChat, developed by Tencent and launched in January 2011, is China’s most influential all-in-one mobile communication and digital lifestyle platform. Available on iOS, Android, Windows Phone, and other systems, WeChat integrates messaging, social networking, payments, Mini Programs, and brand engagement into one powerful ecosystem.

With over 1 billion active users worldwide, WeChat is the primary communication tool for Chinese consumers — both in China and globally.

BRIEF

As WeChat expanded beyond China into international markets, including the UK, the objective was to host the first official WeChat educational event in London. The mission:

• Introduce WeChat’s digital ecosystem to UK businesses

• Educate brands on how to reach Chinese consumers through WeChat

• Strengthen awareness of WeChat’s overseas strategy

SOLUTIONS

As the appointed service partner, we designed a tailor-made event strategy to support WeChat’s UK market entry, including:

• Identifying the ideal strategic partner

• Securing a prestigious venue

• Coordinating expert speakers

• Inviting top-tier media, VIP guests, and corporate decision-makers

• Managing event operations and brand communication

RESULTS

In partnership with London Business School, Linkup China successfully launched a one-day WeChat educational conference — the first of its kind in the UK.

Key presentations covered:

• Introduction to WeChat

• Public Accounts & brand communication

• Mini Programs

• WeChat Pay

• Digital transformation for UK businesses

• Enhancing Chinese customer experience

The event attracted 200+ C-suite executives from major UK corporations, including Burberry, Harrods, Selfridges, Christie’s, and The Savoy Hotel, marking a milestone in WeChat’s global expansion.

微信 —— 中国领先的社交与数字生态平台，正式进入英国市场

品牌介绍

微信由腾讯开发，于 2011 年 1 月正式发布，是中国最具影响力的全能型社交通讯与数字生活平台。微信覆盖 iOS、Android、Windows Phone 等多种系统，集成即时通讯、社交媒体、支付功能、小程序、公众号运营于一体。

全球用户数量超过 10 亿活跃用户，是中国人无论在国内或海外都必备的沟通工具。

项目简述

随着微信的国际化布局不断推进，包括进入英国市场，本项目的目标是举办 首场在伦敦的微信官方教育活动，向英国企业介绍微信生态体系，并帮助品牌了解如何通过微信触达中国消费者。

解决方案

作为此次活动指定的服务机构，连接英伦为微信量身打造了一套完整的活动策略，包括：

• 寻找并确定英国本地战略合作伙伴

• 选择高规格的活动场地

• 邀请行业专家担任演讲嘉宾

• 邀约英国主流媒体、VIP嘉宾及企业高层

• 全面统筹活动流程及品牌沟通内容

成果

我们与 伦敦商学院（London Business School） 合作，成功举办了微信在英国的首场一日教育活动。

活动内容涵盖：

• 微信整体生态介绍

• 公众号运营策略

• 小程序应用场景

• 微信支付 WeChat Pay

• 英国企业的数字化转型

• 如何提升中国客户的线上体验

本次活动吸引了超过 200 位英国顶级企业的 C-suite 高管出席，参与企业包括 Burberry、Harrods、Selfridges、Christie’s、Savoy Hotel 等知名品牌，为微信在全球化道路上的英国布局奠定了重要基础。