Since April this year, the WeChat applet feature has ushered in intensive iterations. The small program introduced a long-press two-dimensional code to enter the small program, online "small program code" and other functions, on April 26, the small program launched the "store small program" function, on May 10, the small program launched "near small program" In addition, the functions introduced by the small program include small program code, public number associated applet, and small program custom keywords.
The purpose of WeChat's above actions is to further reduce the development threshold of small programs, expand basic capabilities and service scenarios. In other words, Tencent is trying to play a more important role in all aspects of online retail through the new tool form.
WeChat's "Retail Dream"
In fact, WeChat has a lot of measures in providing tools for merchants. For example, WeChat has already paid online, that is, the function of the member: once the consumer is spending at the retail store, the next time I re-sell, WeChat will prompt if I need to get the membership card. WeChat hopes to replace the traditional mode of handling membership cards, and the online membership card form is also convenient for merchants to manage online. For WeChat, it means that it has more offline consumption data. In addition to members, WeChat will also pay and pay attention to the public number to build a platform for merchant follow-up marketing.
But WeChat's ambition is far more than that. Beijing Huaguan Commercial Technology Development Co., Ltd. is one of the partners of WeChat Water Testing Retail. Li Xiangyun, deputy general manager, told reporters in an interview. “The first step in new retail is to embrace openness.†Huaguan is currently in Beijing. The area, operating its own offline shopping malls, the company is currently testing self-shopping with WeChat: consumers can scan and purchase and settle without having to go through the cashier to complete the purchase.
If it is the first battle to seize the mobile payment market share, Tencent is currently pushing the battle to the second stage, which is to package the payment, small program and other capabilities in an attempt to provide member management, data analysis, etc. for merchants. The complete retail solution capability.
Bai Zhenjie, Director of Foreign Industry Operations of WeChat Payment, defines it as “Smart Upgrade Solutionâ€. This package includes public number, card coupons, membership, etc. The coverage channels include online and offline. According to Yu Hongjun, a lecturer of WeChat Open Class, the small program tries to do things in transforming offline retail: using small programs to integrate nearby small programs, sweeping, card packs, WeChat payment, social sharing, etc. It can create a "small program retail model" that integrates member identification, self-service billing, data precipitation, precision marketing, and service reminding.
Among them, third-party suppliers still play an important role in it. Non-code technology is a technology company based on O2O payment and voucher services. On June 14, Song Jianxun, head of the non-code technology market, told reporters that the current non-code is dedicated to connecting all third-party payment platforms, and the tools provided include payment. Tools, take-away systems, card voucher systems and membership management.
To put it simply, for WeChat, offline retailers have different forms, including large chain supermarkets and small community convenience stores, but WeChat has no energy to provide services to these businesses. Bai Zhenjie told reporters that WeChat only provides the underlying infrastructure, and based on the above-mentioned different offline scenarios, a third party such as non-code is provided to provide customized solutions.
A WeChat internal employee told reporters that in cooperation with third-party service providers, WeChat will not sign an exclusive agreement. This also means that these third parties serve the other platforms in addition to supporting WeChat payment and small program operations.
The transformation is still very long
In the ability to provide business, the current WeChat focus is still open to the membership system. Bai Zhenjie told the 21st Century Business Herald reporter that in the process of opening up WeChat and the merchant membership system, there was a high workload in both technology and business. As a result, the membership was much slower than the promotion of WeChat payment itself.
“The current stage is to optimize the payment membership program, but will provide more solutions in the future.†Bai Zhenjie said. The so-called "more solutions", including marketing promotion, promotion, member operations, business analysis, etc., based on the above four aspects, WeChat will launch a targeted product toolbox.
For example, in marketing promotion, WeChat helps merchants improve the crowd portraits through WeChat ads and payment labels. In addition, through the public number plus payment labels, WeChat tries to revitalize fans and connect offline activities. In other words, in the WeChat scenario, it can provide support and services for future merchants in terms of payment, membership management, and marketing programs.
The ambitions of the WeChat online retail sector are obvious. The WeChat payment that has been infiltrated in recent years, the “payment member†system that is currently being optimized, and the more comprehensive capabilities that can be provided in the future in the description, in order to cover all the needs of the merchants and even the potential needs in the future.
But online merchants, the most concerned about merchants is how to get better traffic from WeChat platform. On June 14th, many offline merchants consulted on WeChat at the event: “When can the small program be shared with WeChat friends?â€
Song Jianxun said that the only ones that the merchants they contacted were most concerned about, that is, how to better operate an offline retail store and obtain higher returns and profits. Whether it is the membership system provided by WeChat, or other, it needs to prove this in the future, so that it can be truly accepted by the majority of B-side merchants.
Different from Ma Yun’s talk about new retail, WeChat is not keen on this concept. “Retail is retail, there is no new and old points.†Bai Zhenjie told reporters that the so-called retail is constantly iterating around “people, goods, and fieldsâ€. From the actual process point of view, the retail ambition of WeChat transformation line is great, but it is still in its infancy, and the battle of this battlefield has just begun.
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