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The country's first official (anti-Taobao) micro-business platform officially launched

via:博客园     time:2018/1/5 12:02:20     readed:534

WeChat internal "shopping" entrance is finally open.

On January 4, Jingdong and Beauty Alliance jointly issued a public announcement announcing that they will establish a joint venture dedicated to operating the e-commerce platform in WeChat.

According to official press releases and PingWest products to understand the information learned, summed up the new company to do so few things:

  • Set up a social e-commerce platform within WeChat to allow third-party small and medium-sized sellers to open micro-stores on the platform like "Little Taobao" in WeChat;
  • This platform through the micro-channel "found" column "shopping" entry, this has been dedicated Jingdong entrance will be shared by all third-party small and medium sellers;
  • The joint venture will also provide sellers who shop in the above platform support in addition to traffic outside, such as applet development, e-commerce software provider docking, and Jingdong's basic logistics and warehousing capabilities (and POP3 similar) and so on.

Coupled with Tencent and Jingdong, beautiful alliance has an investment relationship, the platform is equivalent to WeChat official e-commerce platform, specifically for small and medium sellers, is a C2C platform.

The new company plans, platform investment work in 2018 before the Spring Festival will begin. So, if the micro-store micro-makers want to catch the first wave of dividends, it is now a good time settled.

Tencent has invested in the main B2C website Jingdong and the only product will be, C2C platform there is a beautiful United Group (Mushroom Street + beautiful said), which is the WeChat e-commerce official army; In addition, there are a large number of independent development of micro-stores Backstage, or the use of WeChat social relationships sellers merchants, these are in the wild forces.

And this action, which is equivalent to these wild troops are also harvested together to the official flag, unified diversion, unified platform management.

Taking a closer look, several large-scale e-commerce platforms outside Alibaba gathered up this "anti-Alibaba" alliance around Tencent. This time, the JV company is going to take the long tail except those head companies Part of the & mdash; micro-store micro-merchants are also brought together.

In combination with some major moves of Tencent in the field of e-commerce in recent years, the alliance is actually the result of comprehensive development of various factors in the past year:

  • E-commerce business to the Jingdong, Tencent three years with shares or investment in a number of electricity providers and local life platform, the Department of Alias ​​outside the little achievements of the company almost exhausted;
  • After more than one year of debugging, the applet has separately opened up a running environment inside the closed WeChat that can carry complicated functions, which can not be achieved by the previous subscription numbers and function numbers.
  • WeChat's advertising, games and other commercial facilities have matured. Only the e-commerce company still stays in the "original state" that allows a few companies, such as Jingdong, to set their own entrances and exits.

Especially applet capabilities & mdash; & mdash; Now that you open official applets for ecommerce platforms such as Mushroom Street, Swivel and Fight, you'll find that their features and experience are fully compatible with Native App Comparable.

Users can jump seamlessly between different applets in the same business and directly call the WeChat user system, IM and payment functions.



Clicking on a live broadcast on the "Live Streaming" page of the "Mushroom Street Womens Select" applet will automatically jump to another "Super Shopping Mall" applet developed by Beautiful Joint Group, the parent company of Mushroom Street

For sellers who do not want to buy traffic on Taobao, this is a new "transfer" opportunity. And, this opportunity is quite attractive.

Another point worth noting: the original WeChat promotion function number to "China Merchants Bank" as a model, that assumes the model of small business e-commerce features, it is one of the protagonists of the joint venture & # 8; beautiful syndicate.

According to PingWest products to play to understand the situation, in May of this year, Mushroom Street, a team officially entered the WeChat TIT Creative Park, began small program development. On June 23, the first edition of the "Mushroom Street Ladies' Collection" applet program came online. This year, "Double 11" and "Double 12" WeChat became another source of traffic besides Mushroom Street itself.

Beautiful United Group official disclosure, a single product after WeChat share, up to nearly 110,000 people to open a link to share; small program 44% of the transaction from Weixin friends to share the goods. Overall, during the double-11 period, the share of new customers in Mogujie Program was 4.2 times that of Mushroom Street App.

WeChat internal social e-commerce traffic and applet transaction carrying capacity is evident.

Not long ago, Beautiful United Group CEO Chen Qi once said in a closed-door sharing that the internal operation of WeChat is now like an operating system. The commercial infrastructure in WeChat has become more and more mature.

He even directly defined: "Mobile Internet has no second half, the future is WeChat Internet."

"WeChat Internet", Alibaba have to be careful.

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