Can Tencent Realize Its "E-Commerce Dream" This Time?

Wechat has added code to e-commerce ecology again.

Tencent recently announced that wechat stores were officially launched. From now on, users only need to provide relevant identity and qualification certificates to open the physical store into the wechat ecosystem with 1.2 billion users per month.

According to the introduction of 0, a small shop provides the ability to quickly develop small programs. Small stores now provide commodity information release, commodity trading, small program live broadcast and other functions, fully supporting businesses to open their own stores. At present, wechat stores have supported the sale of more than 1500 categories of goods at this stage, and they are still expanding.

In addition to wechat stores, wechat has been experimenting frequently. In May this year, wechat launched a new Gosling spelling app, focusing on single group buying, which was regarded as a lot of benchmarking in the industry. Recently, wechat has launched a new "group store" function, focusing on "sharing" and "promotion" of new shopping methods.

"At present, wechat's monthly life is close to 1.2 billion. If wechat and social e-commerce, live delivery and other outlets overlap, its market energy is self-evident." Around the wechat push small store internal test behavior, Huachuang securities research team said. According to the data, so far, the number of daily active accounts of wechat applet has exceeded 400 million, creating 800 billion transaction volume.

Wechat shop to small store

On July 10, wechat officially announced that due to the no longer maintenance of wechat stores, wechat stores will be fully offline in the future. Next, wechat will launch "wechat small store", which is a small program to help businesses open stores and live broadcast.

According to the data, wechat store is a public account plug-in launched by wechat in 2014. The certified public account can open the store through the plug-in, and wechat provides commodity trading and other functions.

Nowadays, wechat stores with "upgraded version" have more functions. According to the "wechat small store opening instructions" intermediary shaodao, wechat small store is a SaaS shop building tool created by the app team, which does not need to be developed and opened for free, helping businesses quickly generate small programs. At present, wechat small stores provide businesses with commodity information release, commodity trading, small program live broadcast and other functions, supporting businesses to open their own stores.

In comparison, wechat small stores play more "fool". According to the official introduction of wechat, users who want to open a wechat store do not need to use a professional technical team. They can generate small programs for selling goods without development, zero cost and one click. At the same time, including commodity release, order management, transaction settlement, logistics after-sales, live delivery, etc., these wechat can help users complete.

It is understood that at present, wechat small stores support enterprises and individual businesses to open stores, but do not support individual stores for the time being. During the internal test period, under the same subject, enterprises can support opening up to 50 small stores, and individual businesses can open up to 5. In addition, a micro signal can only support registration once.

"For individuals, wechat small stores do not have any technical threshold. They can have their own stores by uploading goods directly. Compared with youzan basic version, it costs 6800 yuan a year," an individual seller commented to the 21st century economic report. "For small and micro enterprises, they have the ability to integrate into the wechat ecosystem. Through the endorsement of wechat and the basic ability of wechat e-commerce, small and micro businesses have the ability to integrate into the wechat ecosystem, It can also correct the name of reliable wechat quotient. "

However, some people in the industry expressed their dissatisfaction. "At present, wechat small stores are still learning from friends. It sounds good to be an e-commerce business with the traffic and channel advantages of wechat, but it is very difficult to implement it." An observer who did not want to be named pointed out to the reporter that "if wechat can build an acquaintance e-commerce network, it is very valuable. Unfortunately, it includes logistics, supply chain, traffic distribution, function development and so on. Too many problems need to be overcome."

The first year of wechat e-commerce?

What can be clearly seen is that wechat has made a lot of efforts in the commercial ecological layout this year. In the field of e-commerce alone, from geese to small shops, wechat has become a fierce force.

In May this year, the gosling spelling was officially launched, and its public profile was "Gosling spelling, recommended by friends". After online, Gosling is referred to as a lot of benchmarking to attract consumers with the similar routines of group and low price. Specifically speaking, it is a C2B type shopping e-commerce platform. Its main customers are group buying and enjoy discount. The main products are daily cheap daily necessities.

A month later, wechat launched the function of "group stores" on the basis of gosling.

It is understood that this function is a new shopping mode focusing on "sharing" and "promotion". Users can share the entrance link through the "group store" option in the gosling spelling app. After the group friends click the connection, they can open the group store. The first person who shares the entrance link automatically becomes the owner. The shopkeeper can get a rebate by shopping with group friends. The "group shop" will automatically send red packets every day. When the group friends spend more than 100 yuan in the group, they can also open the group second kill function.

Now, wechat has launched the small store function again to continue to expand its e-commerce matrix.

In fact, Tencent's heavy investment in e-commerce this year is not without reasons. According to Tencent Q1 financial report, the number of active accounts of wechat and wechat combined reached 1.2025 billion, an increase of 8.2% over the same period of last year, driving the rapid growth of small program users, and the number of daily active accounts exceeded 400 million. In addition, according to official wechat data, in 2019, the total transaction volume of small programs will be 800 billion, with a year-on-year increase of 160%.

Wechat, which has a large number of users and traffic resources, saw opportunities in the field of e-commerce this year. "This year's epidemic challenges have intensified the private business layout of businesses. With the help of wechat and its service providers, many businesses have started the sales transformation of wechat scenarios." Guosheng securities research team said in this regard.

At the same time, the high traffic cost makes many businesses start to look for low-cost incremental sales channels in the past two years. "In wechat, businesses carry goods through wechat official small programs, and only need to pay basic transaction fees." Guosheng securities research team points out that at present, the payment rate of wechat official channel is about 0.6%, and youzan's comprehensive liquidity rate is about 1.7% - 1.8%, which is far lower than that of Taobao and pinduoduo.

"More and more businesses' demand for products and retail services in wechat is becoming more and more active Guosheng securities research team said, "we expect that the total number of merchants in wechat scenarios this year will usher in a significant increase in the transaction scale."

It should be noted that before Tencent's e-commerce version, there have been Jingdong and pinduoduo. In the important place of wechat drainage, "Jiugongge", Jingdong and pinduoduo also dominated the screen for a long time. Now wechat chooses to end directly. Why?

"In the past, wechat has been improving the link relationship between people and information, people and services, but there has been a lack of people and goods, and people, information and goods have not formed a closed loop." "In the past, wechat has been trying to make up for it by pinduoduo and Jingdong, but the products themselves are still in the system of pinduoduo and Jingdong. Wechat small stores not only improve the relationship between people and goods, but also connect people, public numbers / video numbers and small programs, forming a closed loop of system capability."