"Wechat Shop" On-Line Interpretation Of Tencent Mobile Business Ecosystem

< p > May 29th, < a href= "http://www.91se91.com/news/index_c.asp" > WeChat < /a > announced the formal launch of "WeChat shop".

According to its rules, any certification service number that has launched WeChat payment function can apply for the function of WeChat store on the public platform, so as to realize the fast opening of mass added goods.

Tencent group told the twenty-first Century economic news reporter that the opening of WeChat shop is completely free.

< /p >

< p > WeChat officially opens the mobile business mode.

In May 27th, Tencent announced earlier that a href= "http://www.91se91.com/news/index_c.asp" > Jingdong < /a > Group announced that the "shopping" level 1 entry of WeChat platform was launched and will be opened to WeChat users nationwide.

The on-line WeChat shop means WeChat is also open to small and medium-sized sellers.

Coupled with previous public access to WeChat, taxi drops, the same Cheng network and other service providers, Tencent has initially completed WeChat's electronic business layout on the PC side with WeChat on the mobile side -- "B2C + C2C +O2O" a href= "http://www.91se91.com/news/index_c.asp".

< /p >

< p > WeChat has been born for more than 3 years, rapidly accumulating 600 million users, and is known as the mobile terminal super APP.

But its commercialization process has always been "restrained". The first game was launched in August last year, and the highly anticipated electricity supplier still staggered.

On the O2O side, the two teams of micro life and micro shopping began to try in 2012, but the effect was not satisfactory; the representative of the physical electricity supplier was sent to WeChat for more than half a year. According to the twenty-first Century economic report reporter, the performance has not been achieved. As for the "micro shop" of the C2C mode, most of the third party service providers are fragmented.

< /p >

At the same time, Tencent has made great changes in the strategy of P.

In March 10th, Tencent fell to rumors that the assets of Jingdong should be exchanged for Jingdong assets.

Tencent pferred to Jingdong the B2C platform of its e-commerce platform, QQ online shopping, C2C platform pat Network and a minority stake in Yi soon network (Jingdong has the right to purchase the remaining equity of the fast forward network), and one of the conditions is that Tencent will open the WeChat interface to the second major domestic electricity suppliers.

< /p >

< p > Tencent's move has been interpreted by the outside world as "throwing away the burden", that is to say, to abandon the electricity business that has not been seen for many years.

But judging from the follow-up actions, Tencent did not give up, but moved from PC to mobile terminal, and this heavy responsibility was handed over to WeChat.

< /p >

< p > < strong > WeChat shop Or second Taobao < /strong > /p >

< p > the WeChat shop launched a wave of waves on the line. In the evening, in a WeChat group gathered by a third party service provider, someone said, "the platform takes a small step forward, and the service provider takes a big step back."

WeChat, which focuses on WeChat's opening shop, immediately issued a statement saying that the small business people who often asked them to answer questions were finally managed by others.

Pocket Tong believes that the third party providing basic services will be affected.

The third party service provider, who specializes in helping businesses build shop on WeChat, loves to buy product director Dong Long to the twenty-first Century economic report. "I didn't expect WeChat to launch this thing suddenly."

< /p >

< p > WeChat shop is on the line very suddenly.

Before, businesses need to buy software from these third party providers when they open a shop in WeChat. In twenty-first Century, the economic report had done a detailed report in the "hidden rules" of WeChat mall.

The WeChat store online means that WeChat platform has launched a unified trading system.

< /p >

< p > according to the rules issued by WeChat team, WeChat stores can sell goods through public accounts based on WeChat payment, which can realize shop opening, commodity shelves, shelf management, customer relationship maintenance, rights protection and so on.

WeChat said that this approach means that the technology zero threshold business access mode is truly realized on WeChat public platform.

Businesses are no longer paying for their stores. Obviously, this change has squeezed the market space of the third party providers.

< /p >

P, the vice president of the third largest supplier of e-commerce in China, said that WeChat launched its own trading system, which is a big impact on the third party service providers of small teams. However, large service providers see opportunities. WeChat unified standards can achieve early market education. If it is driven solely by third party service providers, including customer consultation and operation, there will be great cost pressures.

< /p >

< p > he said that the direction of future business schools is similar to that of the Taobao era. The platform provides a basic trading system, and the third party service providers provide deeper customized products, such as order processing, customer management and other software.

And some small third party service providers are gradually switching to operation.

Therefore, around the WeChat store, the industry chain of the Taobao model is formed.

< /p >

< p > a person close to Tencent told the twenty-first Century economic report that WeChat chose to launch the trading system at this time. One of the considerations may be that WeChat has seen a rapid growth in the scale of e-commerce pactions, which will generate a lot of data. If it does not launch its own system, the sub data will be precipitated to the servers of the third party service providers.

< /p >

< p > it is worth noting that in February of this year, Taobao issued a policy. Since February 10th, all data must be invoked from Ali's "poly stone tower".

That is, businesses or third party service providers must put their applications in the pagoda cloud computing environment, and pay a certain fee per year when using the pagoda related services.

This means that the data from the third party providers and businesses will be integrated into the Taobao platform.

In this regard, Ji San Yong said WeChat could not achieve this goal in a short time because "the scale is too small."

< /p >

< p > at present, the WeChat platform has initially completed the construction of infrastructure, and gradually formed the "business shop + basic trading system + third party service providers + WeChat payment + wide point + big data" ecosystem around WeChat store, while the Taobao mode is exactly the same -- the business shop + basic exchange system + third party service providers + Alipay + direct train + big data.

< /p >

< p > < strong > the opening of the closed PK business of WeChat > /strong > /p >

< p > the layout of WeChat's electricity supplier starts from WeChat's payment.

In August last year, WeChat paid the line. After that, both the "fight" and "WeChat red envelope" were added to increase WeChat's payment to users.

Regardless of whether O2O or physical electricity providers have made rapid progress in opening up the payment link, public comment, No. 1 store, Tongcheng network (air tickets), drop taxi, financial management, and Yi soon have been connected.

Including the launch of WeChat shop, in order to apply for opening, businesses must first open the WeChat payment function certification service number.

After Taobao cut WeChat interface, shopping on WeChat platform, users can only choose WeChat to pay.

< /p >

< p > May 6th this year, Tencent formally abolished the electricity business segment and announced the establishment of WeChat business group.

In addition to the WeChat group's Guangzhou Research Institute, the original Tencent's micro business and micro shopping, the business group also absorbed some of the team of CAI Fu Tong.

< /p >

< p > the persons close to Tencent said to the twenty-first Century economic report that the WeChat team focused on pushing the payment in the first half of the year, and the marketing related products will be launched in the second half of the year.

< /p >

< p > WeChat's restrictions on marketing have caused many external criticisms, including limiting the number of public accounts, punishing sharing inducement behavior, setting up a time limit for users to reply.

This is undoubtedly a disadvantage for small and medium-sized businesses operating in Taobao stores for many years.

< /p >

< p > compared with Taobao's open mode, WeChat's product attributes are relatively closed.

After the WeChat shop is launched, how can businesses do marketing? The official way now is to search, enter the Jingdong through shopping entry, and search for goods through the top search bar.

The other is the broad point line that has just been launched at the beginning of the year, and the relevant sources told the twenty-first Century economic report that WeChat can only realize the mutual diversion between WeChat and the Tencent mobile advertising alliance. Through the wide point connection, the traffic on other platforms of the mobile terminal can be imported into WeChat.

< /p >

< p > G3 Yong said WeChat should not worry about traffic. Besides its 600 million outdoor use, Tencent group's huge traffic volume is the biggest support.

< /p >

< p > Tencent when the electricity supplier was established, the outside world once thought that Ma Huateng will realize the realization of the traffic through the electricity supplier. But with the cancellation of the electricity business, this goal may be achieved through WeChat.

Only this time, Tencent only provides platform and traffic.

< /p >

< p > according to the above personages, in addition to Guang Dian Tong, the marketing QQ affiliated to QQ is also covying WeChat platform. At present, the "marketing QQ WeChat edition" has been launched in the beta stage.

It is understood that marketing QQ is specifically for enterprise users to launch the QQ number, can achieve enterprise online services and marketing.

Its WeChat version manages WeChat's public account customers through marketing QQ clients.

< /p >

< p > Tencent group replied to the twenty-first Century economic report, confirming that WeChat QQ is already being done, but it has not been promoted yet.

< /p >

< p > it is not known whether the future will get through. However, as a platform, Jingdong, public comment and shop No. 1 are all fighting for themselves, and WeChat is bound to be difficult to coordinate.

< /p >

< p > Tmall Taobao, will it be able to get through the WeChat platform and Jingdong open platform on the WeChat platform in the future to achieve traffic interoperability? Tencent group public relations department clearly stated that it will not, because the two systems are independent and different standards.

< /p >