Blurring lines between China’s ‘Superapps’
Elon Musk has long justified his costly acquisition of Twitter and subsequent rebranding to X, down to him wanting to turn it into a Superapp – a Western version of the ‘Swiss-army-knife-everything-app’ WeChat.
It is little surprise he has sought inspiration from China about where he wants to take X. A study released this month by US-based Citi, cites Asia as a “time-machine for the future”. The banking giant, largely quoting applications from China, estimates that Asia adopts new technologies 8-12 years ahead of the West.
Whilst WeChat deservedly owns the title of China’s Superapp, the lines between it and other Chinese apps are blurring. Chinese apps are increasingly looking more like one and other, with almost all of them folding social, ecommerce, entertainment, livestreaming and video into their impressive list of functions. In addition, they are broadening their target interest groups and demographics.
Apple’s iPhone 15 launch in China last week is a good example. Consumers could pre-order a phone from the expected ecommerce platforms such as Tmall, JD, Douyin and Pinduoduo. But consumers also spent more than ¥200 million ($27.5m) in the first half hour of presales on Meituan, best known as China’s largest food delivery platform, which also sells entertainment, dining and travel services. Similarly, fresh food retail innovator Freshippo/Hema, was promising delivery of new iPhones in 18 minutes for consumers who bought a device through the app.
It is quite normal for Chinese apps to capitalise on their open-minded, adventurous userbase to stretch and broaden what they offer. WeChat’s Channels has taken inspiration from Kuaishou and Douyin, with video feeds now WeChat’s fastest-growing feature. Kuaishou and Douyin have successfully evolved their short video mainstay into an ecommerce force to be reckoned with. Bilibili has transformed from an anime platform for youth, to broader audiences, livestreaming commerce and a large paid userbase. Alipay has developed from a payments and investment app into a ride hailer, bike loaner, food orderer, international travel assistant, among many other things.
That’s just a few examples, but not every app has been successful in evolving into something else. The trend-setting lifestyle and community-building app RED/Xiaohongshu has long struggled to incorporate ecommerce, recently announcing the closure of one of its shopping initiatives.
RED’s challenges aside, when considering a channel strategy, brands can get greater bang for their buck, more novelty factor, and more love from platforms by thinking beyond the apps’ traditional purpose and userbase.
China’s platforms, like many Chinese businesses, aren’t shy to innovate and try new things, so it can pay to keep up with how platforms are evolving to enjoy the benefits of being an early adopter.
Contact China Skinny to learn how you can keep up with evolving platforms and deliver the optimal channel mix to promote and sell your brand and products to your target audience.
