WeChat’s mistaken identity and how Western brands get it all wrong

WeChat is the world’s most versatile app. It has evolved from a simple messaging app into something that resembles a complete operating system. This functionality has fuelled massive growth, it now has 898 million monthly active users. The app does so much that over one third of users are on the app for more than 4 hours per day.
The latest major development, mini-programs, attempted to set WeChat in direct competition with the App Store and Google Play. It enabled third party developers a