As Chinese chat app WeChat moves into merchandising, it has opened an on-ground “test” WeStore in Guangzhou.

This follows its announcement that it is partnering with apparel retailer Gap to launch a range of WeChat-branded clothing, its first major foray into branded merchandise.

This was foreshadowed at December’s annual WeChat conference in Guangzhou, where are limited-edition range of branded merchandise was released, including pillows, notebooks, stickers and pins.

A few months ago, WeChat-themed merchandise such as pillows, bags and light jackets was used as prizes for an online competition.