Zaocanjia — nice breakfast in Chinese, is a deliver to home breakfast service and only available through WeChat. Zaocanjia team make and deliver breakfast every morning to subscribers to its WeChat subscription account. A third-party company developed a system with WeChat API to collect and manage orders.

The company chose WeChat for they think it costs little to reach users and sell goods to them there, said Liu Zhipeng, founder of Zaocanjia, at a recent event organized by local tech media GeekPark. Quality content sent to subscribers would encourage them share certain messages or Zaocanjia’s account to their WeChat friends.

Launched in October 2013, Zaocanjia has encountered various problems in less than half a year. WeChat Payment, which enables one-click payments within WeChat, requires a deposit of 50,000 yuan, an amount a startup like Zaocanjia cannot afford, according to an interview with local tech blog ifanr (in Chinese). To solve it, Zaocanjia would set up a Taobao site and direct users to pay with Alipay — both are services by Alibaba.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com