Store + advertising to build electricity supplier ecology

More than a week, Tencent WeChat completed a few important steps in the electricity business chess. "WeChat Store" launched, Jingdong "shopping" entrance on-line, pat network restart ... ... both the mobile commerce providers to promote micro-channel commercialization speed, but also to Alibaba's declaration of war again. Edition write / Beijing News reporter Liu Xia

Store + advertising to build electricity supplier ecology

May 29, WeChat public platform officially launched the "WeChat store" to support service number to build their own e-commerce platform. It is understood that the WeChat store sells goods based on WeChat payment, and the seller can perform functions such as opening a store, shelving products, managing shelves, maintaining customer relationships, and safeguarding rights by using public accounts.

From a series of steps of WeChat, it is hoped that an ecosystem similar to Taobao can be established on the mobile terminal, with Wechat providing "water, electricity and coal" infrastructure.

Taking into account the product experience, before May 20, WeChat limited the number of user friends, up to 5,000 people. Relevant person in charge of Tencent also said that I hope the circle of friends purely point less marketing.

A WeChat entrepreneur said that more customer service + WeChat shop = Want + Taobao shop, WeChat shop is equivalent to Taobao. He believes that WeChat shops mainly to meet the needs of a large number of merchants in the circle of friends and provide simple tools, I hope they will battlefield from the circle of friends transferred to the public.

In fact, before Weixin's official "Wechat Store" went live, many "micro stores" already existed. This "micro store" specifically maintained its WeChat account with micro-union, pocket-pass and other third-party platforms and set up WeChat From the mall, customer relationship management. Tencent "嫡 system" WeChat store appearance is a threat to them.

It is worth mentioning that in the commercial ecology of WeChat, advertising system "GuangtongTong" is an important role. Before and after the Spring Festival, Guangtong-WeChat public account product went online and more than 100 public accounts were invited to participate. The ads were presented as text links at the bottom of the article. Clicks made public account holders gaining 5 cents.

At present, the system's advertisers include Procter & Gamble, Intel, Ctrip, 21CAKE, etc. Guangtong Tong tends to join the O2O e-commerce brand. During the closed beta, Guangtong did not participate in the division.

Beginning in April, Guangtong Tong said on the outside, is about to launch a self-help platform for WeChat advertising, replacing the manual-based closed beta test. However, due to the linkage with WeChat team has not been completed, the online time has been postponed.

So far, WeChat e-commerce attempt carefully, there is no specific action realized. However, considering the current drilling, through the contribution of Taobao revenue, once the Weixin store flow enough, the future commercialization will be ripe.

Jingdong together Meng Ali

WeChat 5.0 version on-line WeChat payment, Alibaba seems to smell Tencent's attempt to mobile commerce, has launched many blocking. Including the suspension of WeChat third-party application services, shielding WeChat Taobao customer marketing data interface, shielding two-dimensional code of the outer chain, and the two sides fighting in full swing "taxi fight."

In the e-commerce area, WeChat also has a powerful alliance Jingdong. Last week, WeChat users can find the channel entrance called "Shopping" in the "Discovery" interface. Which goods provided by Jingdong.

This is a WeChat provided Jingde entrance. Previously, Jingdong's commodities one after another stationed in the "My Bank Card" under the "selected commodities" two entrances. May 27, Jingdong has announced the resumption of patting network, attacking Taobao in the field of C2C. In order to facilitate the seller moved to pat network, pat will also provide "a key move" function. According to the setting of WeChat, users using WeChat 5.3 version can see Jingdong's "Shopping" portal.

Jingdong official said that although the current entrance is still in the gray test period, but compared with the previous access, Jingdong turnover in WeChat has risen sharply. As of yesterday's latest data, on-line entrance, sales compared to the "My bank card" below the second level entrance doubled 8 times. Which sell better for mobile phones, laptops, watches and socks underwear.

Orville consulting analyst Guo Zhangyou said Tencent has been coveted e-commerce market, as early as September 2005 pat on-line began full competition with Taobao, after spending a lot of investment and traffic resources, "stake Jingdong" marks the One stage e-commerce strategy failed.

"For the entire e-commerce market, Jingdong Tencent portfolio can be said to be the only company capable of conducting a comprehensive contest with Taobao." Guo Zhangyou said.

Today, Tencent in the same trenches, Jingdong will join forces on Ali stormed. Jingdong "6 · 18" annual promotion period, the use of WeChat and other platforms will throw 1 billion "Jingdong red envelopes." Weixin's "grab red envelopes" caused a wave during the Spring Festival, prompting users to bind bank cards and gradually formed a mobile payment awareness.

Jingdong red envelope activities from the May 30 part of the on-line test, June 3 was officially started activities, as of June 4 morning, has issued a bonus amount exceeded 200 million. "The proportion of new customers brought by the red envelopes is quite high," said the person in charge of Jingdong.

"Ali and Jingdong active users have a greater degree of coincidence, Jingdong's 6.18 big and grab red envelopes to Ali to bring a certain amount of user diversion." Analysys think tank analyst Lin Wenbin said.

For Jingdong in the WeChat to open an entrance, Lin Wenbin that in the short term, due to the user WeChat shopping habits are not formed, shopping conversion rate will be lower. In the first quarter of 2014, mobile phone Taobao and mobile phone Jingdong accounted for 78.3% and 7.2% respectively of the mobile shopping market, with a certain gap between the two. "However, WeChat owns more than 300 million active users and has a large base. Even if only a small percentage of users give Jingdong a diversion, the increase in sales to Jingdong and the increase in active users should not be underestimated."

Conditional "zero threshold"

WeChat team, as companies use the platform and technology provided by WeChat, can be "zero threshold", "zero cost." However, this description is not always true, because the public number shop or have a big premise: the applicant needs to be WeChat certified service number.

The premise means that a few things, first of all, businesses must have a service number (service number is mainly for business), and secondly, to go through WeChat certification (by a third-party professional audit agencies to verify the application screening, to pay 300 yuan / Times the cost), and businesses in the establishment of WeChat shops, the need to open WeChat payment function, which requires the payment of 20,000 yuan deposit.

Many Taobao C stores and just around the corner ordinary WeChat users will find that, according to the above screen down, he is excluded. "It may be because just launched, WeChat shops do not intend to take everyone to play with, more for the brand has already started the brand awareness." A shopkeeper operating a clothing and shoes online shop told reporters.

The owner also said that after the third-party development software through the past, built a "micro-shop," the tedious process and the customer base is very small, "want a friend to give you an advertisement, basically no door." "For the current store, opened in WeChat The effect is not very good. "

Of course, the owner refers to the problem of relocating Taobao to WeChat, which is not suitable for a small circle of friends. Because of the use of acquaintances social chain, the way in the circle of friends quickly prevailed, many users complain about the circle of friends has become a supermarkets.