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 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 another, with almost all of them folding social, e-commerce, 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 was a good example. Consumers could pre-order a phone from the expected e-commerce 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 user base to stretch and broaden what they offer. WeChat’s Channels has taken inspiration from Kuaishou and Douyin, with video feeds now being 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 user base. 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 trendsetting lifestyle and community-building app RED/Xiaohongshu has long struggled to incorporate e-commerce, 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 user base.

China’s platforms, like many Chinese businesses, aren’t shy about innovating and trying new things, so it can pay to keep up with how platforms are evolving to enjoy the benefits of being an early adopter and consumer.

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