Welcome to the Jing Daily WeChat Edition

Dear WeChaters, 
This week, we check out the Stuart Weitzman's 'Fruit Ninja'-like CNY game. From there, we explore how Singapore uses a Mini Program to attract Chinese business travelers, what WeChat is doing to catch up to Douyin, and we check out an infographic post on WeChat Service Account vs. Subscription Account. Cheers! 

—What's New—

The latest WeChat news gathered from top sources

 Anti-monopoly 
China has included the internet industry for the first time in an envisioned overhaul of its anti-monopoly laws, potentially giving regulators the power to rein in the country’s increasingly dominant technology giants.
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 measure success  
WeChat has undergone a massive transformation over the past few years, going from simply a chat app and social media platform to what could be considered a mobile operating system. Yet, while brands are quick to adjust their strategies and try out new features from WeChat Pay to Mini Programs, many of them seem reluctant to adopt new KPIs that accurately reflect what success looks like on WeChat in 2019.
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 revenue streams  
Tencent generates most of its revenue from the gaming, advertising, fintech, and cloud markets. However, it also generates over a quarter of its profits from its investments in public companies and private unicorns.
Read More 

—The Campaign—

Recent noteworthy campaigns & case studies on WeChat Wiki

 Stuart Weitzman 'fruit ninja'   
Facts:
To celebrate Chinese New Year, American shoemaker Stuart Weitzman created a 'fruit ninja'-like Mini Program game. The higher score users hit, the bigger red pocket reward they will receive. 
Features: 
— Users need to hit as many as icons as possible but avoid the mouse head and bomb icons. 
— At the end of the game, users need to plug in their basic information to receive the gift card. 
— They can play as many times as they want to try to get top gifts like handbags, 2000yuan travel funds, and tea sets. 
Our Take: 
The game is an immersive way for fans to get familiar with SW's New Year offerings and motivate them to go into their retail stores to cash in their reward. 
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 singapore travel wechat Mini program 
Facts:
Singapore's Mini Program Fuses Leisure and Business Travel. The perpetual fine-tuning of Singapore’s China strategy has come to be expected. Singapore Tourist Board (STB) has long developed its brand through on the ground marketing in Beijing and Shanghai, partnerships with Chinese companies such as Alibaba, and an increasingly strong digital presence.
Highlights: 
— Its latest move to become the first country to launch a WeChat Mini Program specifically catering to so-called Chinese MICE travelers (Meetings, Incentives, Conferences, and Exhibitions).
— Visually pleasing design with enjoyable interactive navigation.

— Users can find a store that is close to their current location.

— Users can get information about customer service via the Mini Program. 
Results: 
The move comes at a time of surging Chinese interest in Singapore. The frequency and convenience of flights to the Southeast Asian city has long made it an attractive short-term getaway, but recent events in Hong Kong have further increased its popularity. Singapore saw a year-on-year increase of 7.8 percent from mainland Chinese visitors and this trend is expected to continue for the foreseeable future.
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—Deep Dive—

Must-read, in-depth guides, tutorials & reports

 douyin vs. WeChat 
Digital marketing in China used to be all about WeChat. Therefore, Tencent could rest on its laurels for a while. Given this, WeChat got lazy about making WeChat Official Accounts a good way to access content. It missed the boat on the explosion of online videos and provided a sloppy search engine. But Tencent is now paying for staying too idle for too long. ByteDance has grown into a content behemoth that is stealing user attention away from WeChat, and the largest social network in China now needs to fight back.
Click here to find more details

—WeChat 101—

All the basics you need to know 

 service vs. subscription 
While Western museums, cultural institutions, and destination marketing organizations (DMOs) typically turn to China marketing specialists to pioneer digital and social media strategies (as they should), there are still some introductory decisions to be made first. When it comes to WeChat this means choosing between a service account and a subscription account. With an estimated 900 million users on WeChat, it’s certainly a decision worth getting right. Here, we break down the differences between the two types of accounts.
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