Brand merchants "Escape" to take refuge in the micro Shop, why "faithless"?

Micro-credit insiders revealed that the micro-shopping project does not operate, micro-shopping team continue to stay in the micro-trust business group responsible for other businesses. Industry insiders believe that the direct business model of the main brand more suitable for micro-shopping O2O concept, the franchise mode of the line execution, coordination is weaker, it is difficult to advance. There are also businesses said that the micro-letter of the Forte is an open interface, let the business free play, and in the mall system development is still not mature enough, so in the process of cooperation is not smooth.

In the Jing Dong Micro Shop, pats the Micro shop, has the praise, the Micro Union and so on the big line its way today, already very few people still remember "Daming Lake" Tencent Micro shopping. Tencent in May 2014 packaged to Jingdong, micro-shopping and the business group, then heard, the outside has been the rumors of its dissolution.

Recently, the media noted that Tencent micro-shopping in the product has revealed a lot of "suspended animation" signs. Including Jin Pa men's, Luo Meng, seven wolves, and so many have used micro-shopping large brands have switched to other micro-shop system, the micro-shopping entrance of the company directly jump to the mobile version of the official website.

Brand dealers "Escape" to take refuge in the micro Shop

Media in the research process noted that the Luo Meng flagship store's public number originally bound Tencent Micro shopping has been replaced by Jingdong Micro Shop (but the store has not shelves any goods), Jin PA men's micro-shopping portal is directed to pat the back page of the Micro Shop.

And the Seven wolves under the two micro-letter public number "Swjeans" and "septwolves" have been micro-shopping benchmark customers, at present, Swjeans has switched to the seven Wolves of their own development of the micro-store system, septwolves original micro-shopping entrance Click But show "System Update, coming online."

Seven Wolves insiders told the media, the current septwolves is also undergoing system switching, from the micro-shopping system to seven wolves own micro-store system.

People familiar with the matter said that although many brands, such as Vero Moda, Boyang Home Textiles and so on continue to use the micro-shopping system, but more or less with other public access to other micro-store systems. Media Contact to the clothing group, vice President Lin Chu, said that the current Vero Moda Micro Shopping mall in normal operation, and the effect is good.

Why "Faithless"?

A brand of micro-letter leader directly pointed out that micro-shopping orders are the most obvious reason. He said it had been a long time since there were no orders in the micro-shopping mall of his brand.

"In the 2013, the micro-shopping system is actually very advanced, and soon access to a line of brand operators, seize a lot of offline resources." However, the fact that the direct model of the main brand is more suitable for micro-shopping O2O concept, the franchise mode of the line execution, coordination is weaker, it is difficult to advance. The head of the said said.

There are also businesses said that the micro-letter of the Forte is an open interface, let the business free play, and in the mall system development is still not mature enough, so in the process of cooperation is not smooth.

In addition, Tencent's micro-shopping operation of the "sheep" state also let businesses lose their sense of security, there are businesses are said micro-shopping projects have been the official Tencent stopped, will not operate. A business revealed that the micro-shopping system has been "a long time no upgrade." Vero Moda said, the current micro-shopping by the "(micro-letter) The overall cooperative operation."

More users to the media feedback, in Tianjin, a shopping mall in the only store in the embarrassment of a scene: the user tried to scan the jeans with micro-letter two-dimensional code, but was blocked by the staff, and claimed that "micro-letter shop is not our official, there may be fakes."

A micro-credit team insider told the media that the micro-shopping project is no longer operational, and the micro-shopping team continues to be in charge of other businesses in the micro-credit business community.

The media tried to contact Tencent Micro-shopping general manager Yeshenfo, but his phone has been in a state of not answering.

O2O's two-legged legs are folded.

Public data show that micro-letter in November 2013 formally launched the "micro-shopping", positioning "O2O Integrated shopping Platform", micro-letter after "micro-life" after another O2O strategic products. Soon, micro-shopping and a series of traditional clothing brands to achieve cooperation, and will ling to the group to push the benchmark case.

People familiar with the situation recalled that micro-shopping in the first and second batch of merchants, are directed by Tencent invited, must be the industry's front-line brand to access. Compared to the same time with "cock silk" play with the Praise (original pocket) and pocket shopping micro-shop, micro-shopping is the micro-letter on the regular army. Soon, micro-shopping netting a large number of clothing big.

Micro shopping to achieve the actual consumption of the scene is really cool: consumers enter the brand shop, value a clothing, you can scan the tag on the two-dimensional code, to see the relevant matching costumes, can also be directly under the micro-letter, by the store distribution home. If consumers value a particular garment on a micro-letter, they can first collect it, go to the nearest store experience, and then decide to buy it.

Micro shopping once tried to get through the line by sweeping code

Since the project started, micro-shopping has been quite low-key, until the beginning of 2014, micro-shopping began to clarify the outside world, there are a lot of "playing Tencent micro-shopping under the guise of merchants pay money to open shop" bad enterprises, and invited Vero Moda related to the media to explain the micro-shopping cooperation and value.

However, in May 2014, Tencent officially announced the abolition of electric power companies, micro-shopping, micro-life as its O2O business team was merged into the micro-credit business group.

June 2014, the Micro-life team was integrated into the public comments, after becoming a "public comment on micro-life", Tencent local life O2O this end. As the personal fencing of the physical O2O micro shopping has since fallen into silence, and gradually appeared above mentioned in the Merchant withdrawal status.

A senior micro shop businessman pointed out that, although two O2O "thigh" micro-letter, the future will maintain a more pure "connector" posture, open capacity, so that third-party service providers, businesses have more development space.

"From the investment in Beijing east, the public comments and other Internet companies, Tencent's approach to the electricity quotient, O2O has been very clear, that is, not personally operate, to give others." From the past simple diversion, to today's build the chain of relationships. ”

According to the media, micro-letter has opened a two-level entrance to the Beijing-East micro-shop "shopping circle."