How Can Wechat Sign A "Lifetime Contract" With Jingdong?

In the Internet, there is a saying that "PC era depends on search and social networking in mobile era", which highlights the recognition and attention of the industry to mobile social platform. The reason why micro commerce can be popular is mainly using WeChat's social scene.

The social scene of mobile e-commerce has given the micro business special mode. Jingdong did not do well when it just joined WeChat's shopping entrance. At first, the conversion rate was not too high.

With the accumulation of consumer behavior data, Jingdong's own cognition of WeChat's shopping entry is escalating. More and more attention is paid to WeChat's ecological culture, and products are getting more and more popular.

The products of WeChat's shopping portal are evolving. Jingdong is also aware that they can't take the past product thinking to do the mobile business and social business. The shopping entrance from the simple rough to the simple liquidity list, and then to the big promotion of the red envelopes mechanism, recently, the online society has shared and participated in the incentive mechanism. The products are more social and more humane.

They plan the special purpose promotion of the Department of daily use, and test the social sharing mechanism to integrate products and marketing, not only to let users import and sell, but also to achieve the circle of word-of-mouth marketing through social marketing.

Micro business seems to have inspired Jingdong's pformation of the shopping portal, through the establishment of social sharing word of mouth mechanism, and through the effective incentives such as coupons to enhance user stickiness, which shows that Jingdong's knowledge of WeChat shopping entry has undergone major changes.

From the early mode of diversion to the current ecological mode, Jingdong is fully aware of the fact that instead of pursuing self existence, it lets the shopping portal run perfectly in the WeChat ecosystem, and the business effect is better.

Business strategy: strengthening

If social sharing is just a shallow shopping entry integration, then the coupons and other value incentive systems are truly deep integration. Such a membership reward system is exclusively for WeChat shopping entrance. This means that Jingdong is building a WeChat shopping ecosystem around WeChat's shopping entrance. The temperament and marketing operation mode of this ecosystem will be very different from that of Jingdong's e-commerce ecosystem.

This ecosystem will be a relatively independent system. It will be more and more deeply integrated into the WeChat ecosystem in the form of products, and the product innovation will be carried out around the behavior and behavior characteristics of WeChat platform. This change of thinking is commendable, and doing business in a pragmatic way is a good youth.

WeChat shopping entry is Jingdong's own equity exchange, not white, and the signing of husband and wife files will eventually grow, so the world's first mobile social networking portal here, Jingdong is naturally to make good use of, this is the most straightforward social traffic, China is only a gold position.

Jingdong's social improvement of shopping and entry products is a correct step. The change of thinking will bring about an increase in the conversion rate of import traffic. And through social sharing and reward mechanism, we can do well in the circle of friends' word of mouth and the high stickiness and recurrence rate of users. What is ultimately achieved is the utilization of WeChat platform traffic and the booming business.

If you are careful enough, you will find that Jingdong has strengthened the store's Micro stores on the shopping portal page, and supports WeChat's login to subscribe to the store. On the surface, it is businessmen who have picked up a big bargain. In fact, Jingdong is developing a personalized and centralized micro ecosystem in the shopping portal.

The social integration of shopping and entry products is a signal released by Jingdong to attach importance to this entrance. In the past, the industry once thought that Jingdong would only regard this entrance as a diversion tool. Jingdong's product upgrading iteration thought revealed the value of Jingdong in strengthening WeChat's shopping entrance.

After a period of exploration, Jingdong has already wanted to be white. Only by strengthening the value of WeChat's shopping entrance and increasing the opening rate of shopping entry can the interests of Jingdong be maximized. The merchants of Jingdong platform can get more orders from mobile providers and strengthen their value so as to release energy.

For a long time in the future, WeChat's shopping entry will continue to release such dividends. This means that Jingdong is also promoting the diversification and personalization of platform businesses and proprietary businesses in mobile terminals. Merchants can use the Jingdong micro shop and WeChat shopping portal to design the word of mouth marketing guide for friends and friends circle, which is a key element for businesses to enhance the stability of customers.

Jingdong does not seem to be so bossy as Tmall and Taobao to bind businesses to their search box, but encourages businesses to engage in social marketing. This is a very interesting thing for Jingdong platform to be more balanced, healthy and sustainable.

Strengthening the value of WeChat shopping entry, deeply integrating WeChat's social ecology and high viscosity member participation mechanism also exposes Jingdong's ambitions. They want to let their B2C micro traffic flow to cover or suppress chaotic wilderness micro businesses.

Jingdong platform itself has been integrated, most of the categories have been able to fully cover the areas covered by micro businesses. The socialization of shopping and the prominence of micro shop subscriptions are all the manifestations of Jingdong's awareness and ability to cultivate social networking businesses.

What Jingdong really wants to do is to move a big move. On the one hand, it strengthens the centralized traffic advantages of WeChat's imports. On the other hand, it strengthens social integration and grabs the flow of micro businesses in the circle of friends, so that the core business electricity flow of WeChat's ecology will enter the WeChat's shopping entrance of Jingdong, and then distribute it again.

From the ecological level of WeChat, WeChat is happy to see this. On the one hand, it can reduce the situation of WeChat users' micro businesses buying fake goods, and realize the ecological purification of micro businesses in their own ecosystem. On the other hand, Jingdong is its own brother enterprise, and fat Jingdong is fat Tencent.

The way forward is: friends are friends, marketing is marketing.

The ecology of micro business is very important to the information flow experience of WeChat's circle of friends. WeChat will be happy to strengthen WeChat's shopping entrance by Jingdong, so that WeChat's shopping will not only leave WeChat app, but also enhance the commercial value of WeChat menu entrance, which will also have a great role in promoting other commercial imports in the platform.

All abnormal things must be returned, friends are friends, marketing is marketing, and the ecological environment that WeChat does not want to tear is the micro ecosystem of WeChat acquaintances' social relations.

WeChat officials should not play a dominant role in the products and marketing of Jingdong in WeChat's shopping portal. However, the shopping portal has a strong traffic distribution effect. If the product and marketing strategy are properly handled by Jingdong, the marketing energy of the friends circle won't be matched by other electronic business platforms or customers.

Increase the opening rate, conversion rate, retention rate and share rate of WeChat shopping entrance. The value of this entrance will release the energy of ecological level. Only Jingdong's product managers and operators can achieve the ultimate goal.