crazy! WeChat's active users exceeded 1 billion, and 70,000 merchants competed to join Weixuan_Xuanming Network

   Recently, Ma Huateng officially announced that WeChat’s global monthly active users have exceeded 1 billion!

   This historic moment is a milestone achievement!

   The micro-choice born under the social giant WeChat will also become a miracle in the history of the Internet.

   It may revolutionize people's lives and bring new business opportunities to millions of e-commerce sellers.

   Traffic is gold, there is 1 billion traffic waiting to be activated

   As of the end of December 2017, the number of Internet users in China reached 772 million and the number of mobile phones reached 753 million. WeChat's monthly active users have exceeded the number of Chinese netizens. As the saying goes, there are markets where there are people, and WeChat is currently a well-known traffic market in China.

   WeChat has been trying to reach the e-commerce field for a long time, but it did not make a major breakthrough in 2017. A joint venture recently co-founded by JD.com and Meili United Group, Weixuan, established in the first-level e-commerce portal of the WeChat Discovery Channel, has shown signs of being leveraged in this undeveloped e-commerce blue ocean. At present, about 70,000 merchants have begun to move into Weixuan. It is reported that Weixuan's main sectors are divided into clothing, beauty, food, mother and baby, overseas shopping, celebrity, health care, home, sports, gender, cute pets, technology, live broadcast, department stores, men's clothing, life, travel, auto parts, motorcycles and others. This will be a new well-known opportunity in the e-commerce industry after Taobao! A new battle for e-commerce is about to begin.

   For merchants, traffic is the lifeblood. The greater the traffic, the greater the living space of the merchant. Once WeChat’s monthly active users are empowered, it will inevitably generate a huge traffic dividend.

   Micro-select's core business model

   The logic of traditional e-commerce is that payment begins and transactions end. When users enter the scene, they have already activated their concentration and sensitivity, just to find the products they want to buy in advance. When the transaction is over and leaves the scene, it is difficult to form a customer group to purchase again. When the next purchase is over, the above process will be repeated again, with extremely low retention rate.

   Social e-commerce is different. Weixuan starts with social networking, connects to e-commerce scenarios, and then accumulates its own private domain traffic. Merchants can deposit users into their WeChat accounts, WeChat groups, official accounts, stores, etc., and after the transaction is over, they have formed a community that can be purchased again.

   Many small categories have little traffic, so they can only increase the user repurchase rate to make profits. When micro-selection appears, the problem of how to improve the repurchase rate can be solved easily.

   It is reported that Weixuan does not involve transactions in the early stage, and mainly attracts traffic and guides fans. Merchants purchase "WeChat Code" (the placement of personal QR code), users scan the QR code to add their personal account, and complete transaction conversion in their personal account (such as WeChat transfer). The platform will display the QR code and related promotional content based on the weight. The later model has not yet been determined.

   (Photo source: Yibang Power Network)

   In addition, in the process of precipitating fans, you can also effectively acquire accurate fans. When users browse products in the store, they enter through the first-level shopping entrance. These fans have a high purchasing intention and have a high conversion rate for scanning codes. Secondly, the front desk can also organize goods according to the activities and themes, so that fans who have strong preferences and needs for certain products can scan the code to add friends again. Double filtration ensures that merchants can attract fans efficiently.

   Compared with traditional shelf e-commerce, what are the differences between Weixuan?

   1. Different users' belongings

   The users of shelf e-commerce belong to the platform, while the users of social e-commerce belong to enterprises/individuals. Weixuan directly deposits users to individual merchants, bypasses the platform, and realizes decentralized operations, allowing merchants to trade face-to-face with customers, greatly improving the efficiency of transactions.

  2. Different paths for relationship establishment

   For current transactional e-commerce, consumers should buy goods first and then establish contact. The main purpose of consumers is to buy things. Under this mentality, consumers will only focus on the products they expect and it is difficult for them to accept other fresh products.

   Unlike social e-commerce, social e-commerce first establishes relationships and serves. Suppose your starting point is not to buy something, but to accidentally find that this product is effective, it will be easier to accept. Social e-commerce social interaction plays this role.

   3. Different abilities required

   Shelf e-commerce emphasizes the operational capabilities of traditional e-commerce, which require store decoration capabilities, title optimization, product details optimization, evaluation management, direct trains, drilling and exhibition capabilities, etc.

   Social e-commerce emphasizes fan operation ability, which requires fan interaction ability, fan conversion ability, and creating good fan relationships.

  4. Different transaction methods

   Shelf e-commerce has limited platform transactions and can only be developed within traditional e-commerce platforms. However, social e-commerce has a variety of transaction methods, such as Taobao passwords, mini programs, point-to-point transfers, etc., which can all be reached.

   Although more than 70,000 merchants have entered Weixuan, the specific gameplay and skills have not been announced yet. Recently, Laogao E-commerce Club will hold the 40th e-commerce professional meeting. At this regular meeting, the club will invite Mr. Maitreya, vice president of Weixuan platform, to share with you the trend of e-commerce from "WeChat" and jointly analyze how to obtain the once-in-a-lifetime e-commerce dividends in the past 15 years.