{"id":8313,"date":"2019-11-20T15:29:31","date_gmt":"2019-11-20T14:29:31","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8313"},"modified":"2019-12-20T17:47:44","modified_gmt":"2019-12-20T16:47:44","slug":"le-phenomene-wechat-en-asie","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/le-phenomene-wechat-en-asie\/","title":{"rendered":"Le ph\u00e9nom\u00e8ne WeChat en Asie"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat_article-1024x348.jpg\" alt=\"Wechat\" class=\"wp-image-8439\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat_article-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat_article-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat_article-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat_article-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>WeChat&nbsp;: l\u2019app ind\u00e9tr\u00f4nable en\nChine<\/strong><\/p>\n\n\n\n<p>Lanc\u00e9e en 2011, l\u2019application WeChat, propri\u00e9t\u00e9 de\nl\u2019empire Tencent, est le r\u00e9seau social le plus\nutilis\u00e9 en Chine, avec plus de 1,1 milliard d\u2019utilisateurs par mois en 2019 et\nun taux de p\u00e9n\u00e9tration de 93% dans le pays<a href=\"#_ftn1\">[1]<\/a>.\nWeChat ou W\u0113i X\u00ecn en Chinois est une application qui\npermet aux utilisateurs de (presque) tout faire&nbsp;: \u00e9changer via la\nmessagerie instantan\u00e9e, partager et consulter des photos\/vid\u00e9os, prendre le c\u00e9l\u00e8bre\ntaxi \u2018didi\u2019, se faire livrer leurs repas, se connecter \u00e0 leur banque, chercher\nl\u2019\u00e2me s\u0153ur, r\u00e9server leurs voyages et surtout payer en direct leurs achats du quotidien.\nVous l\u2019aurez compris, WeChat est un peu le couteau suisse qui regroupe certains des attributs de Facebook, mais\naussi d\u2019Instagram, Messenger, WhatsApp, Uber, Tinder, Amazon ou encore Google.<\/p>\n\n\n\n<p><strong>App\u2019 incontournable pour les marques en Asie<\/strong><\/p>\n\n\n\n<p>Pour conqu\u00e9rir les consommateurs chinois, difficile\npour les marques de faire l\u2019impasse sur cette application utilis\u00e9e \u00e0 chaque\ninstant de leur journ\u00e9e&nbsp;! Au vu des multiples services propos\u00e9s, WeChat collecte\nune quantit\u00e9 certaine de\ndonn\u00e9es sur les consommateurs permettant aux marques de mieux conna\u00eetre leur\naudience.<\/p>\n\n\n\n<p><strong>Zoom sur les formats\npublicitaires<\/strong><\/p>\n\n\n\n<p>Afin d\u2019atteindre les nombreux utilisateurs de WeChat,\nl\u2019app propose plusieurs emplacements publicitaires aux marques&nbsp;:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"721\" height=\"481\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/WeChat_1.jpg\" alt=\"\" class=\"wp-image-8317\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/WeChat_1.jpg 721w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/WeChat_1-300x200.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/WeChat_1-720x481.jpg 720w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/WeChat_1-150x100.jpg 150w\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Les mini-programmes<\/strong>&nbsp;: WeChat propose aux annonceurs la mise en place d\u2019applications, g\u00e9n\u00e9ralement e-commerce, cr\u00e9\u00e9es par les marques et int\u00e9gr\u00e9es au sein de l\u2019application.<br>En 2018, sur les 2,3 millions de mini-programmes qui existaient sur Wechat, 18% \u00e9taient consacr\u00e9s au e-commerce, pla\u00e7ant WeChat au sommet du podium des applications de shopping les plus utilis\u00e9es, selon le fournisseur de donn\u00e9es ALDZS.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Les annonces sur le fil d\u2019actualit\u00e9<\/strong>&nbsp;: elles permettent notamment de g\u00e9n\u00e9rer du trafic vers les comptes officiels WeChat des marques, des mini-programmes WeChat, des pages li\u00e9es \u00e0 votre boutique en ligne, ou des liens externes. <\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"596\" height=\"491\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/WeChat2.png\" alt=\"\" class=\"wp-image-8319\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/WeChat2.png 596w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/WeChat2-300x247.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/WeChat2-121x100.png 121w\" sizes=\"auto, (max-width: 596px) 100vw, 596px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Les banni\u00e8res\npublicitaires<\/strong>&nbsp;: ce format permet de cibler les internautes\nd\u00e9j\u00e0 engag\u00e9s sur le contenu. Les banni\u00e8res publicitaires peuvent \u00e9galement\nrenvoyer vers des liens sp\u00e9cifiques.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"817\" height=\"252\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat3.jpg\" alt=\"\" class=\"wp-image-8321\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat3.jpg 817w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat3-300x93.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat3-768x237.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Wechat3-324x100.jpg 324w\" sizes=\"auto, (max-width: 817px) 100vw, 817px\" \/><\/figure>\n\n\n\n<p>Malgr\u00e9\nle franc succ\u00e8s de l\u2019app aupr\u00e8s des utilisateurs chinois et le potentiel\npublicitaire de WeChat pour les marques, la publicit\u00e9 n\u2019est pas au centre du\nmod\u00e8le \u00e9conomique. L\u2019app limite le nombre des annonces publicitaires : pas plus\nde trois publicit\u00e9s par jour dans la section \u2018Moments\u2019, un flux d\u2019actualit\u00e9 qui\nressemble aux flux de nouvelles que nous connaissons sur Facebook.<\/p>\n\n\n\n<p><strong>WeChat&nbsp;: un exemple pour Facebook&nbsp;?<br>\n<\/strong><br>\nAlors que WeChat r\u00e9unit l\u2019ensemble des services n\u00e9cessaires au quotidien des Chinois\nau sein d\u2019une seule et m\u00eame application, Facebook propose \u00e0 ses utilisateurs\ntout un \u00e9cosyst\u00e8me d\u2019applications. A ce jour, Facebook d\u00e9tient\ndeux applications de messagerie instantan\u00e9e avec Messenger et WhatsApp, des r\u00e9seaux\nde partages sociaux avec Facebook et Instagram, une marketplace avec Instagram Checkout\n(en beta) et une cryptomonnaie avec Libra. Bien qu\u2019ils fonctionnent diff\u00e9remment,\nces deux \u00e9cosyst\u00e8mes ont pour ambition de se positionner \u00e0 chaque instant de la\nvie de leurs utilisateurs. Cependant, Facebook\na encore un peu de chemin \u00e0 parcourir pour parvenir \u00e0 cr\u00e9er la version\noccidentale de WeChat, notamment au niveau des fonctionnalit\u00e9s shopping&nbsp;:\nl\u00e0 o\u00f9 WeChat propose des apps e-commerce int\u00e9gr\u00e9es \u00e0 sa plateforme, Facebook\ninitie tout juste les ventes et paiements en direct sur Instagram. <br><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><a href=\"#_ftnref1\">[1]<\/a> \u00c9tude MediaCom, agence de GroupM<\/p>\n","protected":false},"excerpt":{"rendered":"<p>WeChat&nbsp;: l\u2019app ind\u00e9tr\u00f4nable en Chine Lanc\u00e9e en 2011, l\u2019application WeChat, propri\u00e9t\u00e9 de l\u2019empire Tencent, est le r\u00e9seau social le plus utilis\u00e9 en Chine, avec plus de 1,1 milliard d\u2019utilisateurs par mois en 2019 et un taux de p\u00e9n\u00e9tration de 93% dans le pays[1]. WeChat ou W\u0113i X\u00ecn en Chinois est une application qui permet aux [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8323,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,81,137,295],"tags":[381,535],"class_list":["post-8313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","category-lactu-digitale","category-social-media","category-fil-actualite","tag-social","tag-wechat"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le ph\u00e9nom\u00e8ne WeChat en Asie - Keyade<\/title>\n<meta name=\"description\" content=\"WeChat ou W\u0113i X\u00ecn en Chinois est une app&#039;\u00a0multi-services\u00a0qui\u00a0permet \u00e0 ses utilisateurs\u00a0de tout faire. 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