We look after the small target of 100 million MAU, and explore a profitable video community.
Editor’s note: This article is from WeChat public account “ Tech Planet ” (ID: tech618 ), Author Chen Qiaohui.
As a choice that Tencent can’t lose on the short video track, in recent years, Microvision has achieved a 100 million MAU result in a difficult battle with Douyin and Quick Hands. Although Liu Chiping, the executive director of Tencent, mentioned that “heavy money was invested in the development of Weishi, and no profit was considered”, Weishi quietly explored commercialization.
Recently, Tech Planet (WeChat ID: tech618) has learned exclusively that Tencent has launched a small program called “Weishi Good Circle”, which is a rare way for Tencent to set foot in video mode E-commerce products. An industry source told Tech Planet that the Tencent applet is often an exploration of the functions of its APP products, and it will not be ruled out that the “good thing circle” appears on the Weishi APP.
The launch of the “Micro-vision Good Circle” also means that Micro-vision is about to open a cargo delivery mode like Douyin and Quick Hands, so that short video content traffic can be converted to e-commerce. At present, the “micro-vision good circle” is still in the testing stage, and we have not seen the relevant take-in function in the micro-vision APP.
According to the WeChat Mini-Certification and Public Account certification information, the developer of the “WeiShi Good Circle” is Shenzhen Tencent Computer System Co., Ltd.
“Short video + e-commerce” It has become the industry norm, such as the window display function of Douyin, and the “Quick Hand Shop”. The significance of short video e-commerce is more about how to create value by combining its own content.
Weishi launches “Red Book for Video”
Enter the “Micro-view Good Circle” applet, you can see the information window at the top, where you can place information such as events, business ads, etc. Below are the functional areas of discount area and small and micro selection.
In the discount area, there are only two functions: beauty purchase and ticket grabbing. After clicking, it will jump to the corresponding product purchase interface. Xiaowei Featured is currently a short video of a talented person with a strong ability to carry goods. The product label and discount will be displayed below the video to form a link for video planting. Unlike Microvision, Quick Shop is directly on the homepageShow the popular items in the fast hand and attach the price, click to enter the purchase page.
In the small and micro selection, when users click After opening the short video, the system will pop up the information of the item during the viewing process, and click on the purchase to jump to the store applet corresponding to the product. This is quite similar to the layout of Douyin, which is convenient for users to directly Merchandise purchase. However, the merchants that need to enter the micro-vision good circle have their own small programs. At present, there are only brand programs such as Procter & Gamble, which undoubtedly limits the entry threshold for small and medium-sized merchants. Do not rule out joining the Jingdong shopping link. 
At present, the “Micro-vision good circle” applet is still in the testing stage, and the content is not much. As a monthly app that breaks through 100 million yuan, Micro-vision has launched a small program with goods for the purpose of video Monetize the content and find a business model that suits you.
Weishi community needs to be commercialized
Weishi is a short video app with a golden key revival, carrying Tencent’s battle flag to enter the short video field.
Tencent uses micro-vision to conduct directional drainage through social channels in accordance with its usual practice.
QQ started as diversion for microvision. As a young and entertaining QQ, it is more suitable as a drainage tool, because young people want to show themselves more easily, and it is easier to get started with new products, so the micro-viewing platform is just right for them. QQ has brought a wave of growth to Microvision. According to Analysys data, the monthly activity of Microvision in May 2018 was 7.366 million, an increase of 43.94% from the previous month.
Weishi has also launched various measures to support community content creation. At the Tencent Global Digital Ecology Conference in May this year, Zhou Tao, general manager of Tencent’s short video community product department, said that Weishi will upgrade its creative capabilities and combine AI technology, IP resources and offline creative space to reduce the threshold for content creation and increase Content quality.
In June, WeChat used WeChat, a super app, to drain itself. Originally in WeChat, users can only upload in the circle of friendsThe short video content of up to 15 seconds, which will make the user’s short video creation content too restrictive, so WeChat turned on the green light for WeChat. When the user shoots and uploads the short video to the circle of friends through WeChat, the duration can reach In 30 seconds, this undoubtedly allowed Weishi to achieve faster user growth. According to QuestMobile’s “China Mobile Internet Semi-annual Report 2019”, WeTV’s MAU has exceeded 100 million, an increase of 269.4% from June 2018.
WeTV has achieved great development in terms of content quality and number of users compared to the past. The latest data shows that Douyin has reached 320 million monthly jobs and is expected to contribute half of the 100 billion yuan in byte revenue; The impact of the 300 million DAU target before the Spring Festival has already brought more than 20 billion in revenue for creators. Although Microvision is still far from the vibrato and fast players of the first echelon, the current results are also acceptable and can support video E-commerce business capacity.
Whether the content community can remain active and prosperous is not only determined by products and traffic, but also by the commercialization of the community. The mature model community can continue to generate benefits, complement the content ecological entrepreneurs, inspire the latter to produce more valuable content, and ultimately attract more users to stay. This is another reason why Microvision chose to launch a commercial function before the traffic peaked.
Do not take the diversion electricity business road
It is the same as the “micro-vision good circle”, which is a popular little red book.
Xiaohongshu has always been a UGC sharing community. Later, it started the monetization path of e-commerce. Like current microview, Xiaohongshu also has video e-commerce services. Unlike Douyin and Kuaishou diversion e-commerce, Xiao Hongshu’s planting community is more worthy of short video platform learning.
Xiaohongshu has a reason to choose to be an e-commerce company, because it is a UGC sharing community with a lot of creative content and social elements. Users can share pictures by uploading pictures with text, while other users can use this as a reference for shopping, which is very friendly to users who have no clear shopping goals.
Next, Xiaohongshu chose to let the stars join, which allowed the platform to increase a lot of popularity and a considerable number of fans at the same time. At the same time, users can see good things for stars at a close distance, and stars will also Interacting with fans, these are the product recommendations for celebritiesComes hot sales.
For example, Lin Yun, as a KOL, will not only interact with users under the comments of good things notes, but also inform where the products are sold, allowing users to accurately shop in Xiaohongshu ’s mall, The data shows that the sales volume of skin care products planted by Lin Yun is much higher than other products of the same brand. In this regard, Weishi has also made the same strategy. In the Xiaowei collection, Internet celebrities and users with high followers will be selected as KOL recommended good things.
Little Red Book except through the star KOL To increase the conversion rate, the product itself will also be placed in the search bar of the mall to increase the user conversion rate. Users will use these popular products as the standard for many users to follow suit. Second, in the mall will The discounted products placed in the limited-time purchase area can also stimulate users to spend, which is in line with the discount area in the micro-view good circle.
As a small version of the Red Book, the micro-viewing good circle is a good way to guide users to select and consume through short videos, because short videos have richer content display than pictures. , So that users can also be immersed, experience the features of the product, and stimulate the desire to buy.
But at this stage, WeTV still lacks high-quality content creators, which will make it impossible to attract users on the content, make short videos into an advertisement, reduce users ’desire to buy, and even let users Microvision is annoying. Douyin, which is also a competitive product, is currently better both in content quality and number of users, and will also drive sales through live broadcasts.
For example, Li Jiaqi, a lipstick lipstick brother, used tremolo to live broadcast and sold 5000 YSL small gold bars in one minute. This data is very eye-catching. Now more and more Internet celebrities also choose to broadcast live. Users are also happy to watch and consume for it.
Weishi has a long way to go on its way to e-commerce. Short video delivery is not a new model. Whether we can realize the realization of Weishi through the “Weishi good circle” still needs to work on functional innovation. The homogeneous e-commerce model will bring fatigue to users.
This micro-e-commerce program “Micro-vision good circle” should not be the final chapter of Micro-vision in the exploration of e-commerce roads.
In the small and micro selection, when users click After opening the short video, the system will pop up the information of the item during the viewing process, and click on the purchase to jump to the store applet corresponding to the product. This is quite similar to the layout of Douyin, which is convenient for users to directly Merchandise purchase. However, the merchants that need to enter the micro-vision good circle have their own small programs. At present, there are only brand programs such as Procter & Gamble, which undoubtedly limits the entry threshold for small and medium-sized merchants. Do not rule out joining the Jingdong shopping link. Weishi is a short video app with a golden key revival, carrying Tencent’s battle flag to enter the short video field.
Tencent uses micro-vision to conduct directional drainage through social channels in accordance with its usual practice.
QQ started as diversion for microvision. As a young and entertaining QQ, it is more suitable as a drainage tool, because young people want to show themselves more easily, and it is easier to get started with new products, so the micro-viewing platform is just right for them. QQ has brought a wave of growth to Microvision. According to Analysys data, the monthly activity of Microvision in May 2018 was 7.366 million, an increase of 43.94% from the previous month.
Weishi has also launched various measures to support community content creation. At the Tencent Global Digital Ecology Conference in May this year, Zhou Tao, general manager of Tencent’s short video community product department, said that Weishi will upgrade its creative capabilities and combine AI technology, IP resources and offline creative space to reduce the threshold for content creation and increase Content quality.
In June, WeChat used WeChat, a super app, to drain itself. Originally in WeChat, users can only upload in the circle of friendsThe short video content of up to 15 seconds, which will make the user’s short video creation content too restrictive, so WeChat turned on the green light for WeChat. When the user shoots and uploads the short video to the circle of friends through WeChat, the duration can reach In 30 seconds, this undoubtedly allowed Weishi to achieve faster user growth. According to QuestMobile’s “China Mobile Internet Semi-annual Report 2019”, WeTV’s MAU has exceeded 100 million, an increase of 269.4% from June 2018.
WeTV has achieved great development in terms of content quality and number of users compared to the past. The latest data shows that Douyin has reached 320 million monthly jobs and is expected to contribute half of the 100 billion yuan in byte revenue; The impact of the 300 million DAU target before the Spring Festival has already brought more than 20 billion in revenue for creators. Although Microvision is still far from the vibrato and fast players of the first echelon, the current results are also acceptable and can support video E-commerce business capacity.
Whether the content community can remain active and prosperous is not only determined by products and traffic, but also by the commercialization of the community. The mature model community can continue to generate benefits, complement the content ecological entrepreneurs, inspire the latter to produce more valuable content, and ultimately attract more users to stay. This is another reason why Microvision chose to launch a commercial function before the traffic peaked.
Do not take the diversion electricity business road
It is the same as the “micro-vision good circle”, which is a popular little red book.
Xiaohongshu has always been a UGC sharing community. Later, it started the monetization path of e-commerce. Like current microview, Xiaohongshu also has video e-commerce services. Unlike Douyin and Kuaishou diversion e-commerce, Xiao Hongshu’s planting community is more worthy of short video platform learning.
Xiaohongshu has a reason to choose to be an e-commerce company, because it is a UGC sharing community with a lot of creative content and social elements. Users can share pictures by uploading pictures with text, while other users can use this as a reference for shopping, which is very friendly to users who have no clear shopping goals.
Next, Xiaohongshu chose to let the stars join, which allowed the platform to increase a lot of popularity and a considerable number of fans at the same time. At the same time, users can see good things for stars at a close distance, and stars will also Interacting with fans, these are the product recommendations for celebritiesComes hot sales.
For example, Lin Yun, as a KOL, will not only interact with users under the comments of good things notes, but also inform where the products are sold, allowing users to accurately shop in Xiaohongshu ’s mall, The data shows that the sales volume of skin care products planted by Lin Yun is much higher than other products of the same brand. In this regard, Weishi has also made the same strategy. In the Xiaowei collection, Internet celebrities and users with high followers will be selected as KOL recommended good things.
Little Red Book except through the star KOL To increase the conversion rate, the product itself will also be placed in the search bar of the mall to increase the user conversion rate. Users will use these popular products as the standard for many users to follow suit. Second, in the mall will The discounted products placed in the limited-time purchase area can also stimulate users to spend, which is in line with the discount area in the micro-view good circle.
As a small version of the Red Book, the micro-viewing good circle is a good way to guide users to select and consume through short videos, because short videos have richer content display than pictures. , So that users can also be immersed, experience the features of the product, and stimulate the desire to buy.
But at this stage, WeTV still lacks high-quality content creators, which will make it impossible to attract users on the content, make short videos into an advertisement, reduce users ’desire to buy, and even let users Microvision is annoying. Douyin, which is also a competitive product, is currently better both in content quality and number of users, and will also drive sales through live broadcasts.
For example, Li Jiaqi, a lipstick lipstick brother, used tremolo to live broadcast and sold 5000 YSL small gold bars in one minute. This data is very eye-catching. Now more and more Internet celebrities also choose to broadcast live. Users are also happy to watch and consume for it.
Weishi has a long way to go on its way to e-commerce. Short video delivery is not a new model. Whether we can realize the realization of Weishi through the “Weishi good circle” still needs to work on functional innovation. The homogeneous e-commerce model will bring fatigue to users.
This micro-e-commerce program “Micro-vision good circle” should not be the final chapter of Micro-vision in the exploration of e-commerce roads.