WeChat Mini Programs: How to Develop, File and Publish Your Mini Program in China

WeChat Mini Programs have become a critical component of China’s digital ecosystem, with 949 million users actively engaging with these lightweight applications in 2024. For international businesses looking to enter or expand in the Chinese market, understanding WeChat Mini Programs is essential for making informed strategic decisions.

This comprehensive guide covers everything you need to know about WeChat Mini Programs, from basic concepts to development, compliance requirements, publishing strategies, and when they make sense for your business.

What Are WeChat Mini Programs?

WeChat Mini Programs (微信小程序) are lightweight applications that run within the WeChat ecosystem without requiring download or installation. Officially launched in 2017, they have become a fundamental part of how Chinese consumers interact with businesses and services. Some of the key features that make WeChat Mini Programs so popular include:

Instant Access. Users can access Mini Programs immediately through WeChat without downloading separate applications. This eliminates the friction that typically prevents users from trying new apps.

Multiple Access Points. Mini Programs can be accessed through various methods within WeChat, including QR code scanning (both physical and in-app), WeChat search, the dedicated “Discover” tab, group chats, WeChat Official Account (公众号) menus, pull-down menus, and even Android/iOS home screen shortcuts.

WeChat Integration. Full integration with WeChat’s ecosystem means seamless access to WeChat Pay, social sharing features, and the platform’s massive user base of over 1.3 billion monthly active users. Integration with WeChat Pay makes online and offline payments almost frictionless. 

“Use and Go” Philosophy. As Zhang Xiaolong, WeChat’s creator, envisioned, Mini Programs embody the philosophy of “use and go” (用完即走). They’re designed to be “within reach” (触手可及) through a scan or search, but users shouldn’t worry about installing too many apps.

To learn more about what Mini Programs are and how to access them, read our full guide. 

What are Popular Use Cases of WeChat Mini Programs?

WeChat Mini Programs are widely used across multiple sectors:

• E-commerce: Product browsing, purchasing, and order tracking
• Government Services: Administrative processes and public services
• Entertainment: Games, music, and media content
• Food & Dining: Menu browsing, ordering, and payment at restaurants
• Retail: In-store experiences, loyalty programs, and product information
• Travel: Hotel bookings, ticket purchases, and navigation

The AppInChina Mini Program Index ranks the top 20 WeChat Mini Programs by monthly average users (MAU), showcasing exactly how WeChat Mini Programs are used. 

How Do I Develop a WeChat Mini Program?

Understanding your development options is crucial for successful Mini Program deployment. You have two primary approaches: self-development or working with third-party providers. AppInChina can help you with both. 

Self-Development Approach

Requirements for Self-Development:

1. WeChat Developer Account: Must be registered with a Chinese business entity documentation
2. Chinese ID and Phone Number: Registration requires a Chinese ID number (身份证号) and a Chinese phone number for administrator verification
3. Technical Expertise: Familiarity with WeChat’s development framework (WXML, WXSS, JS, JSON)
4. ICP Filing: All domains used must have valid ICP Filing numbers
5. Mini Program Filing: Mandatory WeChat Mini Program Filing (小程序备案) for legal operation

Below are the 5 steps to developing and publishing a WeChat Mini Program

1. Create your WeChat Official Account. First, you establish an official business presence on WeChat so you can link, configure, and manage your Mini Program within the platform.
2. Register your Mini Program account. Then, you submit your company details to Tencent to obtain the unique AppID that allows you to begin building your Mini Program.
3. Complete the required Mini Program filing. Next, you complete the necessary regulatory filings so your Mini Program complies with Chinese legal requirements and can operate without restrictions.
4. Set up your development environment. After that, you install WeChat’s developer tools, create your project using the AppID, configure approved domains, and begin coding the Mini Program’s features and user interface.
5. Submit your Mini Program for review and launch. Finally, you upload your finished Mini Program for Tencent’s review, and once approved, it can be published and made available to users on WeChat.

For more details on how to develop and publish a WeChat Mini Program in China, read our full guide. 

Working with Third-Party Providers

The three main third-party providers, Weimob (微盟), Youzan (有赞), and Weidian (微店), handle technical development aspects, offering three main service tiers:

• Basic SaaS Service (CNY 7,000 annually): Pre-built templates with standard functionality and limited customisation. This is the fastest, most affordable entry point, but it restricts you to existing features. Suitable for simple e-commerce or service booking programs.
• Basic Customised Development (CNY 90,000 to 120,000): Provides 60 man-days of custom work at daily rates of CNY 1,500-2,000. Includes source code ownership and ongoing support at approximately 15% of project cost. Suitable for businesses requiring specific functionality beyond standard templates.
• Advanced Customised Development (Variable Pricing): Handles complex, highly specialised requirements with custom backend integrations and proprietary feature development. Pricing depends on complexity and man-days required. Suitable for large-scale operations with unique requirements.

Benefits of Third-Party Providers:

• Faster deployment (2-8 weeks vs. 3-6 months for self-development)
• Pre-built functionality and templates
• Established WeChat ecosystem integration
• Ongoing maintenance and support included

Challenges:

• Language barriers (limited English support)
• Backend integration latency issues for overseas-hosted solutions
• Ongoing dependency for updates or changes
• Less control over proprietary features unless paying for customisation

What are WeChat Mini Program Templates?

WeChat Mini Program Templates are part of the basic SaaS offering third-party developers like Youzan (有赞), Weidian (微店), and Weimob (微盟) offer. They have ready-to-use templates for common business needs such as e-commerce stores, hotel bookings, and restaurant ordering.

These templates enable rapid deployment as part of a China market entry strategy. However, they come with limitations in customisation and differentiation. As a result, larger brands with specific requirements often choose custom development to create unique experiences that align with their brand identity.

To learn more about WeChat Mini Program Development and WeChat Mini Program Templates, read our full guide.

How Do I Publish a WeChat Mini Program as a Foreign Company?

International businesses have three pathways for publishing Mini Programs:

Option 1: Publish Under an International Entity

Publishing a Mini Program under an international entity provides the fastest initial setup with the lowest upfront cost. However, this method is rarely suitable for long-term operation because international companies cannot obtain either the ICP Filing or the WeChat Mini Program Filing without a Chinese Business License (营业执照). Both filings are mandatory for Mini Programs to operate legally in Mainland China. As a result, this approach carries significant compliance limitations and is generally only appropriate for testing or temporary use.

Option 2: Establish a Chinese Subsidiary

Setting up a wholly owned entity in China allows foreign companies to obtain all required filings and licenses, including the ICP Filing, the WeChat Mini Program Filing, and any industry-specific approvals. This provides full operational control and long-term regulatory stability. The drawbacks are the high initial investment, a 3 to 6 month establishment period, and the need for ongoing local compliance, such as accounting, tax reporting, and employee administration. This option is best suited for companies planning a substantial and sustained presence in China.

Option 3: Work with a Local Partner

Working with a local partner such as AppInChina allows foreign companies to launch a fully compliant Mini Program without creating a local legal entity. The partner’s Chinese Business License is used to complete the ICP Filing, the WeChat Mini Program Filing, and any required licensing. This method offers fast deployment, full feature access, and lower regulatory risk, as the partner manages ongoing compliance and renewals. It is the most practical option for companies seeking full Mini Program capabilities without the cost and complexity of establishing a subsidiary.

When WeChat Mini Programs Make Sense

Understanding when Mini Programs align with your business model helps optimise China market investment.

Ideal Use Cases

1. Brick-and-Mortar Locations in China

This is the primary use case Mini Programs were designed for. Physical storefronts or service locations can leverage Mini Programs for seamless O2O (online-to-offline) integration. Customers scan QR codes at locations to access loyalty programs, product catalogues, appointment booking, WeChat Pay transactions, in-store promotions, queue management, and digital membership cards.

2. No Existing Native Mobile Applications

If your business hasn’t developed iOS and Android apps and doesn’t plan to, Mini Programs offer an accessible alternative. Advantages include a single codebase development, faster time to market, lower initial costs, no app store approval processes, and easier updates.

3. Building O2O Customer Experiences

Retail and service companies use Mini Programs to bridge digital and physical experiences. Effective applications include store locators, queue management, event registration, service appointment scheduling, digital member cards, and in-store mode features.

4. Focused Service Functionality

Mini Programs excel at streamlined services: payment processing, customer service inquiries, simple product catalogues, loyalty program management, and appointment scheduling.

When You Don’t Need a Mini Program

1. Established Digital Presence

If you’ve successfully built presence on other Chinese platforms (RedNote, Douyin, Tmall, JD, Chinese website, WeChat Official Account), carefully consider whether a Mini Program adds distinct value beyond existing channels.

2. Discovery and Organic Growth Are Critical

Mini Programs face significant discoverability challenges. Unlike app stores or e-commerce platforms, users don’t browse or search for Mini Programs organically. Discovery primarily happens through QR codes at physical locations, direct links in conversations, Official Account integration, or paid advertising.

3. Complex Functionality Required

Size constraints limit advanced features. Native applications or websites prove more suitable when you need extensive content libraries, complex user interfaces, rich multimedia experiences, sophisticated tools, extended engagement time, or advanced analytics.

4. Primary E-Commerce Operations

While Mini Programs facilitate transactions, they work best as complementary tools rather than standalone platforms. Established marketplaces like Tmall and JD.com offer built-in customer trust, massive traffic, advanced merchandising, superior product discoverability, comprehensive analytics, established logistics integration, and better conversion rates.

Alternative Platforms to Consider

Depending on your business objectives, other platforms may prove more effective:

Douyin (TikTok China): This grants brands video marketing, social commerce, brand awareness, and customer acquisition through algorithm-driven content discovery, livestream shopping, built-in e-commerce, and viral potential.

RedNote (Xiaohongshu): This grants brands lifestyle-driven visibility, product discovery, and community-led growth through high user intent, a strong influencer ecosystem, content-driven recommendations, and a younger, affluent female audience.

Tmall or JD: These grant brands large-scale e-commerce reach, high conversion potential, and trusted marketplace positioning through massive built-in traffic, comprehensive product discovery, advanced merchandising tools, full logistics infrastructure, and established customer service systems.

WeChat Official Accounts: This grants brands content distribution, audience engagement, and long-term relationship building capabilities through push notifications, article creation, subscriber management, and ongoing audience development.

Chinese Website: This grants brands full online visibility, search-engine reach, and complete creative control through Baidu optimisation opportunities, unrestricted design and content, platform-independent operation, and professional brand presentation.

To learn more about how foreign companies can use WeChat Mini Programs read our full guide.

How Can AppInChina Help?

The central challenge foreign companies face when trying to publish a WeChat Mini Program in China is meeting the ICP Filing and WeChat Mini Program Filing requirements. 

AppInChina can help by: 

• Providing a free compliance assessment to confirm what is required to make your WeChat Mini Program compliant with Chinese laws and regulations.
• Fully developing your WeChat Mini Program. We can develop your WeChat Mini Program or help you liaise with trusted third-party providers that specialise in WeChat Mini Program development. 
• Publishing your WeChat Mini Program under our Chinese entity with the ICP Filing and required licenses.
• Promoting your WeChat Mini Program through local channels to increase your user base. 

Contact us to launch your WeChat Mini Program in China with full compliance with local laws and regulations.