On February 23, the WeChat platform announced the official launch of the official domain name weshop.com. It has now entered more than 50,000 merchants such as women's clothing and food. It is expected that the WeChat platform will be launched in mid-to-late March. As soon as the news came out, it caused a lot of trouble.
Famous opportunities for e-commerce in the past 15 years
In May 2003, Taobao was officially launched, and Alipay was released one after another. Alibaba has established the trust of merchants and customers and created a platform-based model for Chinese e-commerce.
At that time, doing e-commerce was equivalent to opening a Taobao store. As long as you step into this threshold, it is no problem to make some money. Taobao’s bonus period has changed the fate of too many people. Perhaps even Alibaba and Jack Ma did not expect that Taobao has such a respected status in China’s e-commerce 15 years later.
By 2018, China's e-commerce development has become increasingly mature. The Weixuan, which was founded by WeChat, with JD.com and Meili United Group, is a well-known opportunity in the e-commerce industry in the past 15 years.
Disruptive innovation
On January 4, JD.com and Meili United Group announced the creation of a new joint venture, with the chairman of the company being Chen Qi, CEO of Meili United Group.
Meili United was formed in April 2016 by the merger of Meilishuo, Mogujie, Taoshi and other companies. The company's core business is to build an e-commerce ecosystem within the WeChat system and launch a new "micro-select" platform within the first-level entrance of WeChat.
Weixuan will become a good store aggregation and discovery platform within WeChat. Users can discover the merchant’s homepage through product information of interest. Merchants can display the products they operate through the homepage, as well as personal WeChat, WeChat groups, official accounts, stores, etc., and can choose a variety of channels and methods to complete the transaction.
From this perspective, WeChat is more like a platform for undertaking, directly connecting merchants and customers to achieve decentralized operations.
Today's Weixuan is called the WeChat version of "Taobao". It is based on WeChat's 980 million monthly active users. Once WeChat empowers e-commerce, Weixuan will instantly burst out with powerful energy. Moreover, as we all know, if WeChat supports it in the early stage, there will inevitably be a traffic bonus.
Secondly, WeChat is still an undeveloped blue ocean of e-commerce traffic. Before this, some e-commerce platforms have tried, but they did not make much breakthrough before 2017. Now the action of JD.com and Meili has further increased the bargaining chips for WeChat to tap users.
JD.com’s logistics and inventory, Meili United’s social e-commerce experience, and WeChat’s massive users, add up these three, and Weixuan is destined to explode in the e-commerce industry.
In addition to allowing users to face decentralized operations such as merchants alone, what benefits will merchants have when they settle in Weixuan?
1. Active user traffic is highly converted
In 2017, with the further improvement of the potential of mini programs, e-commerce mini programs have also begun to develop rapidly. The Mogujie mini program, a subsidiary of Meili United, has accumulated 90 million users in just half a year, with a conversion rate twice that of the APP and an order rate of 2.88 times that of the APP. This also proves that WeChat users have unlimited potential for consumption conversion.
2. Reduce customer acquisition costs and expand living space
In the past few years, China's overall mobile e-commerce traffic has disappeared, and the cost of merchants to acquire customers has become increasingly high. For small and medium-sized e-commerce companies, being able to obtain low-cost traffic means more large living space.
Moreover, before this, e-commerce users were mostly concentrated in first- and second-tier cities. With the strong support of WeChat, most of the new e-commerce users came from fourth- and fifth-tier cities and below. The sinking of WeChat applications has brought fresh blood that has never been reached to e-commerce.
3. Social scenarios can be extended and private domain traffic can be accumulated
Previously, when merchants were conducting WeChat activities, small and medium-sized e-commerce companies used their own circle of friends or WeChat groups as conversion tools, but such activities were too pale. They threw a picture and text into their circle of friends and transferred an activity to the WeChat group. Due to the lack of channels for users to discover, their communication power was really limited.
After merchants enter Weixuan, the social scene can be extended, and users will find merchants more conveniently and obtain merchant activity information more efficiently and conveniently. Not only that, WeChat also supports merchants to accumulate private domain traffic.
The so-called private domain traffic refers to the customer resources accumulated by merchants on WeChat, and these resources can also be deposited into the merchants' own WeChat groups, official accounts, stores, etc., and access a steady stream of incremental users from the entrance, greatly reducing service costs and customer acquisition costs.
The logic of traditional e-commerce is to start the transaction and end the payment, but WeChat e-commerce starts from social networking, connects to the e-commerce scenario, and then forms a community of repurchasing, and a powerful ecosystem begins here. In the future, Weixuan may build a new world of e-commerce in the world of WeChat.
The traffic outlet is right in front of us, and WeChat’s huge public traffic support has begun to be targeted at merchants. But can you get traffic dividends by just entering? The gameplay and skills have not been announced yet, and only internal channels can obtain some relevant information.
Recently, Laogao E-commerce Club will hold the 40th regular meeting. Each regular meeting will invite about 20 Alibaba waiters, e-commerce celebrities, professional lecturers, etc. to share cutting-edge information in the industry, manage and operate, and help e-commerce succeed.
At this March regular meeting, we even invited Mr. Maitreya, vice president of Meili United Group, to share with you cases of looking at social e-commerce trends from "WeChat" and the core business model of WeiChat.
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