Tencent Holdings didn’t intend to build the largest social network in China when it launched WeChat in 2011—it already owned the country’s leading messaging service, QQ. But QQ was a PC-based app in a country that was experiencing explosive growth in mobile usage and infrastructure, so Tencent tapped an outside team to build WeChat, known in Chinese as Weixin, or “micro letter,” from a mobile-centric perspective, as explored in a new eMarketer report, “WeChat for Marketers: Branding and Ecommerce Strategies” (eMarketer PRO customers only).

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