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Behind the development of Pinduoduo’s speed of light, it is inseparable from the support of WeChat traffic. In one year, Pinduoduo, which replaced elevator car advertisements three times, is the most tolerant of foreign products in WeChat. Presumably this is the instruction of the boss Ma, of course, the support of Pinduoduo can be regarded as living up to Tencent’s expectations, and finally developed into a frightening competitor to Taobao and Tmall. Therefore, supporting Pinduoduo is definitely the brightest one in Tencent’s current e-commerce development history.
But in fact, this is the history of Tencent’s investment in e-commerce development. Tencent has personally developed e-commerce. Tencent has never given up. As early as 2014, Tencent launched the WeChat store plug-in on the official account, and the small program in 2017 After it went online, WeChat also launched the WeChat Store’s mini program, but until it went offline in July this year, the WeChat Store did not even win the advertisements of the most basic Moments of Friends Jiugongge, let alone its competitiveness in the e-commerce market. .
In addition, Tencent also supported a large number of WeChat-based saas service providers during this period, such as Weimeng, Youzan, etc. But now it seems that the future is bleak.
The next strategy of Tencent e-commerce
WeChat has enough traffic, and Tencent is also relying on these traffic for value conversion, but it has not found a good method except for e-commerce. On the one hand, this is related to the product design principle of Zhang Xiaolong’s WeChat not to disturb users. On the other hand, perhaps the biggest reason is not having the e-commerce gene.
Looking at the popularity of short videos, Tencent launched more than 30 short video products in one go, but none of them were successful. The success of the WeChat video account gave Tencent hope. In the middle of this year, Zhang Xiaolong released a video account in Moments. When the number of users reached 200 million, the product was proved to be successful, and now the carnival of live streaming has pointed out a clear way for e-commerce to monetize WeChat.
During the testing process of the WeChat store, because of its single function, many people questioned its marketing function, but I want to say that from the beginning, WeChat did not think about letting the store to do marketing to users, and sell live through the video account. Goods, Xiaodian is at best a back-end order management system. Isn’t this a clear road that has already been done in the cooperation between Douyin and Taobao? Therefore, WeChat Xiaodian is just a basic component in this WeChat e-commerce operation. The real change lies in the video number.