Luo Meng, Seven Wolves And Other Men'S Micro Shop Reform To Replace Micro Shopping

Tencent's Micro shopping has revealed many "feigned death" signs on its products.

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Many of the major brands that used to use micro shopping have switched to other micro shop systems, such as Luo Meng, seven wolves, Chai Shui people and so on. Giordano's Micro shopping entry directly jumps to the official website of the mobile version.

WeChat insiders say that the micro shopping project is no longer in operation, and the micro shopping team remains in the WeChat business group to take charge of other businesses.

The industry believes that the direct business mode based brand is more suitable for the O2O concept of micro shopping, and the execution and coordination of affiliate mode are weaker, and it is difficult to push forward.

Businessmen also say that WeChat's long term is open interface, so that businesses can play freely, and in the mall system development is still not mature enough, so in the process of cooperation is not smooth.

In the Jingdong micro shop, patting micro shop, praise, micro alliance and other popular today, few people still remember "Daming Lake" Tencent micro shopping.

In May 2014, when Tencent's electronic business was packaged to Jingdong, micro shopping was merged into the WeChat business group. Since then, there has been no news, and the outside world has been rumored to have been disbanded.

A few days ago, the reporter noted that the Tencent micro shopping has revealed many "feigned death" signs on the product.

Many of the major brands who used micro shopping have switched to other micro shop systems, including the men's clothing, Luo Meng, seven wolves and Chai Shui people. Giordano's Micro shopping portal has jumped to the official website of the mobile phone version.

Brand dealers continue to "escape" and seek refuge in micro stores.

The reporter noticed in the research process that the Tencent's Micro shopping has been replaced by the public number of the Roman public flagship store. It has been changed into a Jingdong micro shop (but not any commodity in the shop). The micro shopping entrance of the RBA man's clothing has led to the backstage page of the patrolling micro shop.

The two WeChat public numbers "swjeans" and "Septwolves" of the seven wolves have been the benchmark customers of micro shopping. At present, swjeans has switched the micro store system developed by the seven wolves themselves, and the original micro shopping entry click of Septwolves shows that the system update is about to go online.

Seven wolves insiders told reporters that Septwolves is also switching from micro shopping system to the seven wolf's own micro shop system.

People familiar with the matter said that although there are still many brands, such as Vero moda, Bo Yang home textiles and so on, they are still using the micro shopping system, but they are more or less using other public numbers to access other micro shop systems.

Billion power network is linked to Lin Qiao, vice president of bestseller clothing group. It said that the current Vero moda micro mall is in normal operation, and the effect is good.

Why "Empathy"?

The head of WeChat, a brand dealer, pointed out that the most obvious reason is the lack of orders.

He said that his brand of micro shopping mall has long been no order.

"In 2013, the system of micro shopping was actually very advanced, and it soon came to the forefront of brands, and caught many offline resources.

But the fact shows that the direct business mode is more suitable for the brand name of the micro shopping O2O concept, the affiliate mode of line execution and coordination are weaker, it is very difficult to push forward.

The person in charge also pointed out.

Businessmen also say that WeChat's long term is open interface, so that businesses can play freely, and in the mall system development is still not mature enough, so in the process of cooperation is not smooth.

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In addition, Tencent's "shepherd" status of the micro shopping operation has also made businessmen lose their sense of security. Some businesses even say that the micro shopping project has been stopped by Tencent officials and will not operate again.

A businessman revealed that

The system has been "upgraded for a long time".

Vero moda said that the current micro shopping is "WeChat's overall collaborative operation".

More user feedback to reporters, it encountered an embarrassing scene in the Only store of a shopping mall in Tianjin: the user tried to use WeChat to scan the two-dimensional code on the jeans tag, but was blocked by the clerk, and claimed that "WeChat shop is not our official, it may be a fake."

A WeChat team member revealed to reporters that the micro shopping project had not really run, and the micro shopping team remained in the WeChat business group to take charge of other businesses.

The reporter tried to contact Ye Shunfu, general manager of Tencent's Micro shopping, but his cell phone has been in the wrong state.

WeChat's own O2O two legs are broken.

Public information shows that in November 2013, WeChat officially launched "micro shopping", positioning the "O2O integrated shopping platform", becoming a O2O strategic grade product after WeChat's "micro life".

Soon, the micro shopping and a series of traditional clothing brands to reach cooperation, and put Aya group as a benchmarking case.

People familiar with the matter recall that the first batch and second batch of merchants of micro shopping are invited by Tencent, and must be first line brands in the industry.

Compared with the "cock silk" playing at the time, they were the regular troops on WeChat.

Soon, micro shopping has caught up a large number of clothing brands.

The consumer scenario that micro shopping wants to achieve is actually very cool: consumers enter the brand shop, value a certain garment, scan the two-dimensional code on the tag, check the relevant collocation, or place it directly in WeChat, and distribute it to the store.

If consumers value a garment on WeChat, they can first collect it, experience it at the nearest store, and decide to buy it again.

Micro shopping has tried to sweep through the code to open the online and offline projects. Since the start of the project, micro shopping has been quite low-key. Until the beginning of 2014, the micro shopping began to clarify to the outside world. There are many bad businesses in the market that "Tencent is shopping under the guise of merchants to make money to open stores", and invite Vero moda responsible persons to explain the way and value of micro shopping together to the media.

But it didn't last long. In May 2014, Tencent officially announced the cancellation of the electricity supplier holding company. Micro shopping and micro life were incorporated into the WeChat business group as its O2O business team.

In June 2014, the micro life team was integrated into the public comment and became the "public comment micro life". The O2O of local life in Tencent came to an end.

As a kind of personal manipulation, O2O micro shopping has since been silent and gradually emerged from the commercial evacuation mentioned above.

A senior micro shop pointed out that although the two O2O "thigh" WeChat has been folded, it will maintain a more pure "connector" posture and open ability in the future, so that the third party service providers and businesses will have more room for development.

"From investment Jingdong, public comment and other Internet Co practices, Tencent pairs.

The idea of O2O has been very clear, that is, do not personally operate, granting others.

From the pure diversion in the past to the present building chain. "

It is understood that WeChat has opened the two level entrance shopping mall for Jingdong micro stores.