Wechat Is Plotting The Ultimate Weapon. Every Business Applet Can Be Delivered Live.

A person familiar with the matter disclosed to the billion state power that the official broadcast capability of the small program has been opened to public beta, and some businesses have received the invitation of the public survey. It is reported that this function is built into a small program plug-in function, businesses need not rely on third party tools, but can be directly broadcast live in small programs.
　　 WeChat applet is coming.
From the invitation letter from the merchants, you can see that the small program live component is the official business tool provided by WeChat. Through live components, businesses can achieve closed loop live interaction and merchandise sales in small programs. At present, a number of businesses have participated in the public beta, and the invited businesses can directly activate the live broadcast function in the background of the small program.
From live broadcast, we can see that small program live broadcast supports many basic functions such as praise, commentary, shopping and so on. The shopping options can be directly connected to the mall where they are in the small program, including merchandise, live exclusive coupons, etc.
Small program live broadcast and merchandise details page
Take the "hot wind HOTWIND micro mall" mini program as an example, the small program live broadcast portal has been set up in the home page of its applet. If users click on it, they can set up the "live broadcast reminder". When the live broadcast starts, users will receive a hint via WeChat service notification.
WeChat applet home page, live appointment and reminder page
In addition, WeChat small program live broadcast also supports lottery, coupons and other games. When the anchor is dressed, the corresponding commodity links can be displayed continuously under the live page, without the need to jump, and the whole purchase process of the user can be carried out in a small program. Although the playback entries are not yet seen in the above programs, a small business live broadcast is supported by an invited businessman, which requires simple development and configuration by businesses.
WeChat's new battleground for live broadcasting
In January 9, 2020, WeChat open class PRO, WeChat small program has handed over 3rd Anniversary transcripts: in 2019, the daily activities of small programs exceeded 300 million, and accumulated about 800000000000 transactions. At that time, the relevant responsible person has warned that WeChat small program is about to launch the official small program live component.
But before the launch of live plug-ins in WeChat's small program, businesses have launched live broadcasting business in WeChat, including the live broadcast of live broadcast by Tencent, the third party application based on the praise system. However, there are obvious differences between existing live tools and WeChat applet.
If you watch live broadcast, its live content is presented in the "live broadcast applet". Consumers want to see the process of live broadcast: Merchants broadcast live share code through the social electronic business platform, and users can see the scan code after watching. Only after watching (subscribe) subscribe the live broadcast account, can we check the live broadcast and playback content of the account again by watching the live small program.
"New home" subscription page and live subscription live content collection page
"Some live tools are platform thinking, and the live content of businesses will appear in a aggregated page, from live broadcast to purchase to private area traffic precipitation. Every step is a" funnel screening "process with limited transformation. One of the businessmen described the existing third party tools. In his view, only the logic of WeChat live broadcast is based on the assets of the business itself, aiming at the precise operation of private domain traffic.
"This is an important closed loop." In the view of an electric business practitioner, the biggest significance of WeChat's small program live broadcast is that the first time the merchants have really completed the integration of live broadcast and small program mall. "Official plug-ins and small program mall can interact seamlessly, and live small windows show that this smooth shopping experience is beyond third party tools."
Some businesses pointed out the shortcomings of the function. "From Taobao live and live broadcast data, the sales generated by playback are also very impressive. We haven't seen the playback of live program yet, and we don't know if we will refine each product. But it is said that they will launch a new ability to quickly broadcast live playback in the future.
"WeChat small program live products, currently need manual audit, more troublesome." A multi platform live service provider said there were many details in the live broadcast process. For example, if you can display the main content of the anchoring activity on the page, you can enhance the user experience or avoid some repeat introduction of the anchor, but at present, WeChat live program can not be done yet.
　 Is small program live broadcast business wanted?
Many live tools in the industry have matured, and businesses have also explored in various channels. How can WeChat live in the small program at this time?
Brand Company, which independently develops small programs, is a minority, and will be less and less in the future. You will be more inclined to use SaaS or third party services, and the market demand for live broadcast of small programs is worth further assessment. Direct broadcast service providers point out that the target businesses of small program live need some basic capabilities. This is the threshold for doing well the live broadcast of small programs, and is also the direction for the merchants who want to enter the Bureau, including the mature live teams, professional anchors, and sustainable contents.
"We need what we need." A senior e-commerce operator said that there are many tools in the industry, but as a businessman, the cost of multiple attempts can be negligible, because once you find the most suitable tools, you will get more returns. "Many businesses will be willing to try small program live broadcasting, which is consistent with the trend of businesses paying attention to private domain traffic."
During the Spring Festival this year, with the help of the epidemic, many businesses began to focus their energies on WeChat's ecosystem, including trying to distribute small programs and open community operations. Billion state power understands that during the epidemic season, perfect diary, hot air, Lily women's clothing and other businesses have begun a new mode of marketing through the way of "public number + group + small program live broadcast".
"Like a small program is an ant ant fighting against other platforms, and small program live broadcasting is an ant ant who converged private traffic." The above practitioners say so.
However, some industry experts say that the impact of this new function may not be too early.
"Including Taobao live broadcast, live streaming, etc., why do they choose centralization traffic?" A short video service provider points out that the mode of centralization of live broadcast is not only the commercial consideration of the platform, but also the heart of the live broadcast users. "No audience would like to stare at a live room. It's like a TV, there's only one station, and this one often takes a break. Who's willing to pay for the TV set? Only TV that can watch all kinds of channels is accepted by everyone.
Another businessman said that on the online shop, the live broadcasting tools on the market are relatively comprehensive now. But the epidemic has seen a more urgent demand, that is, many live shops run offline. He believes that which product can quickly solve the needs of multi store direct seeding, may have the chance to change the existing pattern.
The final mode of WeChat live broadcast has not yet been finalized. However, WeChat flow pool, public number, small program mall, community, plus the latest WeChat small program live broadcast, the linkage of several keywords, no doubt complete the traffic and transaction closed loop in WeChat's ecosystem, seems to be enough enough to be expected.