As a marketing agency, we were frequently asked – how do conglomerates in China market their brands? Well, take Alipay and WeChat as examples, it seems that, instead of focusing solely on their commercial impression, they are making more efforts on philanthropic presence. As reported by PR Newswire, Alipay last year raised RMB440 million from two million merchants and 427 million shoppers and helping an estimated 8.7 million people. WeChat is also catching up – Tencent Gongyi, literally known as Tencent Charity, boasts more than 210 million users and has initiated over 50,000 programs since its launch in 2007.
