When talking the WeChat APP, there are a lot of jargon and buzzwords. Let’s define WeChat APP related vocabulary with this comprehensive lexicon.
So everyone can fully understand WeChat products and tools available in the ecosystem in order to speak the same language.
Wechat application glossary: general terms
What is WeChat APP / 微信 / Wēixìn?
WeChat, or 微信 (Wēixìn), meaning “small message”, is a Chinese social media APP.
In October 2010, the app was conceived at the Tencent office in Guangzhou, Guangdong Province.
Tencent released the first version on January 21, 2011.
There are 4 main sections in WeChat APP:
It’s the most widely used Chinese social media platform whose capacities are:
- instant messaging
- social entertainment
- share photos on WeChat users’ feed
- lifestyle recreational features including “Games” and “Sticker Gallery”
- e-commerce and mobile payment services
- and many more that WeChat Wiki help to explore
Considered as the swiss army knife of all the Chinese mobile apps, it brings about a mobile digital lifestyle on an easy-to-use app.
Equivalent in the Western online ecosystem
It offers functions similar to WhatsApp, Skype, Twitter, Instagram, Facebook, Apple Pay and more, under the hood of a single mobile application.
WeChat Moments / 朋友圈
Section of the APP to enable users:
- to post text, photos and/or video
- to share WeChat articles
It looks like a social feed.
WeChat is a closed social ecosystem. So scrolling the feed, content can only be seen by the contacts/friends you are connected with on WeChat.
There are also some paid ads which are displayed occasionally. As the financial barrier to promote a message in this space is quite high, only big corporates can afford it.
This section of WeChat ecosystem is critical because it gathers the largest traffic pool and the longest time spent within the APP.
Synonyms that can be found online and offline
- WeChat social timeline
- WeChat User Feed
- WeChat News Feed
This feed is different from WeChat Channels which is a short-form video feed.
Equivalent in the Western online ecosystem
Facebook Timeline or Instagram feed
For example, sales associates in China frequently uses WeChat Moments to develop and maintain relationships with clients and potential customers.
WeChat Wallet
Section of the WeChat APP which provides users with the following capabilities:
- Mobile payment functionalities
- a wide range of services (pay home utility bills, order taxi, book a flight tickets, etc…) available in the form of an instant app using Mini Program technology developed by Tencent. All-in-one services.
The transaction within these value-added services is made with WeChat Pay solution.
WeChat Channels / 视频号
Learn more about WeChat Channels here: + WeChat Channels: a comprehensive guide
Synonyms that can be found online and offline
- WeChat Video Account
- WeChat Video Channels
Equivalent in the Western online ecosystem
- Tik Tok
WeChat APP Marketing
WeChat Open Platform / 微信开放平台
A platform built within WeChat as an over-arching account for businesses to connect each of their WeChat-integrated products and platforms:
- WeChat H5
- WeChat Official Account: Service or Subscription
- Mini Program
- Enterprise Account
- Third-party mobile native application
For example, it connects your APP or website to WeChat’s mobile services such as WeChat Login and WeChat Pay.
This platform offers enterprises a framework to create original consumer experiences.
URL to access this platform
Official Account Platform / 微信公众平台
A platform to create and manage the WeChat Accounts.
Currently, the Official Account Platform includes 3 types:
URL to access this platform
WeChat Official Account / 微信公众号
A channel built within WeChat to enable individuals or business to push marketing campaigns and service-related content to their followers/audience through multiple types of functions
Abbreviations that can be found online and offline
- WeChat OA
Synonyms that can be found online and offline
- WeChat Business Account
- WeChat Account for Business
- WeChat Brand Account
- WeChat Public Account
Equivalent in the Western online ecosystem
- Facebook page
Basic functions to build the audience
- group message
- comment management
- voting
- automatic reply
- customized menu
- customer service
- original statement
- and many more as the WeChat team keep adding new features to help brands…
Learn more about WeChat Business Account here: + WeChat Official Accounts: an epic guide
WeChat Enterprise Account / 企业微信
Abbreviations that can be found online and offline
- WCW
Synonyms that can be found online and offline
- WeChat Work
- WeChat at Work
- Corporate Account
Equivalent in the Western online ecosystem
- WhatsApp + Slack
Learn more about WeChat Work / 企业微信 here: + WeChat Enterprise account: an epic Guide
WeChat APP Message: Auto Reply
This is an automatic message responding to the user’s action (user sends a message or/and triggers an event in the WeChat Official Account).
This instant reply is configured with the WeChat Official Account.
Eg. the user’s action can be defined as sending a message with keywords. Then it triggers a preset auto-reply message based on these keywords.
This message type can be relevant to FAQ matters.
WeChat APP Message: Service Center Message
When a user interacts with a WeChat Official Account (eg. accessing the account and clicking on the custom-defined), it can send the user as many as five messages over the next 48 hours.
This message type is commonly used for Customer service purposes.
WeChat APP Message: Template Message
WeChat Service Official Account can push out notification displayed within the Official Account thread screen.
Service accounts can send an unlimited number of template messages to their followers.
These push notifications aim to give users transactional information:
- Payment confirmations
- Booking notifications
- Order status
- Abandoned cart reminders
- Limited-time Coupons
- Coupon expiration Reminder
- Loyalty Status/Membership Points
The format and the content of these notifications must be based on pre-defined and industry-specific templates provided by WeChat.
Further reading about WeChat Template Messages
Wechat glossary: WeChat APP Solutions & Products
WeChat H5
Third-party Web-based Application powered within WeChat in-app browser
Synonyms that can be found online and offline
- WeChat in-app browser optimized web application
- WeChat site
WeChat Mini Program / 微信小程序
Abbreviations that can be found online and offline
WeChat MP
Synonyms that can be found online and offline
- WeChat Light APP
- WeChat Instant APP
Equivalent in the Western online ecosystem
- PWA (Progressive Web Apps)
- APP clip for iOS
WeChat Pay / 微信支付
WeChat Pay is a native payment feature of WeChat for users to able to purchase something in few clicks.
Here are the different options to integrate this payment solution in the different touch points (inside and outside of the WeChat ecosystem as well as online and offline)
- Quick Pay: Merchant scans the user’s WeChat Pay payment code to take the payment.
- QR Code Payment: User scans the merchant’s WeChat Pay code to make the payment.
- Mini Program Payment: WeChat Pay is integrated in the checkout process of a WeChat eCommerce Mini Program.
- Official Account Payment: WeChat Pay is integrated in a WeChat Official Account.
- In-App Payment: WeChat Pay is integrated in the checkout process of a native mobile APP.
- Web Payment: WeChat Pay is integrated in the checkout process of a web-based platform.
URL to access this solution
The Hardware Platform / 微信硬件平台
A platform built within WeChat which enables businesses to connect WeChat to devices like smartwatches, smart toys, etc.
URL to access this solution
The Smart Platform / 微信智能开放平台
A platform built within WeChat which enables businesses to utilize WeChat’s artificial intelligence tools, such as image, video, or voice recognition.
Wechat glossary: Advertising terms
Impression
Number of times an Ad been shown
Reach
Number of viewers
Like
Thumb up
Comment
Leave message
Share
Forward to friend
Click
Press the photo/link/copy, etc
Engagement
Number of actions been done by viewers (Like + Comment + Share + Click)
Canvas Engagement
Engagement of the landing page(number of times the video play +button click)
Follow
Number of new followers
Cost
money spending
CPM
cost÷impression×1000
CPE
cost ÷ engagement
CPF
cost ÷ follower
CPC
cost ÷ click
CPA
cost ÷ action
CTR
click ÷ impression×100%
FTR
follower ÷ click×100%
Wechat glossary: development jargon
OpenID
The unique encrypted WeChat ID generated for each user within the Official Account Platform (including WeChat Mini Program).
Users are identified with a separate OpenIDs corresponding to the different WeChat OA that they follow.
With an OpenID, the following user info can be retrieved:
- Nickname
- Profile photo
- Gender
- Location (city, province, country)
- Language
- Subscribe time (the latest subscribe time)
- UnionID
- Remark (set by OA operator)
- GroupID (set by OA operator)
- Tags
- Subscribe source (e.g. OA search, OA migration, OA card share, QR code, payment page)
- QR code scanning scenario
- QR code scenario description
UnionID
The unique ID generated for each user across the different WeChat-integrated pieces (mobile applications, web-based applications and OAs) under the same WeChat Open Platform account.
WeChat login authorization
WeChat login for third-party applications is based on the OAuth 2.0 standard (OAuth 2.0 is the industry-standard protocol for authorization).
Silent Authorization
Silent authorization means users will be automatically redirected to the configured business page without an authorization prompt.
WeChat cross-border commerce
VAT
The VAT rate applicable is 3% for China cross-border commerce
GST
Goods and Services Tax is an indirect tax used in China on the supply of goods and services.
CRDA
The National Medical Products Administration is directly under the State Council of the People’s Republic of China, which is in charge of comprehensive supervision on the safety management of food, health food and cosmetics and is the competent authority of drug regulation in mainland China.