Why Does A Brand Switch To A Micro Shop?

WeChat insiders say that the micro shopping project is no longer in operation, and the micro shopping team remains in the WeChat business group to take charge of other businesses. The industry believes that the direct business mode based brand is more suitable for the O2O concept of micro shopping, and the execution and coordination of affiliate mode are weaker, and it is difficult to push forward. Businessmen also say that WeChat's long term is open interface, so that businesses can play freely, and in the mall system development is still not mature enough, so in the process of cooperation is not smooth.

In the Jingdong micro shop, patting micro shop, praise, micro alliance and other popular today, few people still remember "Daming Lake" Tencent micro shopping. In May 2014, when Tencent's electronic business was packaged to Jingdong, micro shopping was merged into the WeChat business group. Since then, there has been no news, and the outside world has been rumored to have been disbanded.

A few days ago, the reporter noted that the Tencent micro shopping has revealed many "feigned death" signs on the product. Many of the major brands who used micro shopping have switched to other micro shop systems, including the men's clothing, Luo Meng, seven wolves and Chai Shui people. Giordano's Micro shopping portal has jumped to the official website of the mobile phone version.

Reporters noted in the research process that Luo Meng The flagship store's public number, originally tied to Tencent's Micro shopping, has been changed into a Jingdong micro shop (but not any goods in the store). The micro shopping entrance of RBA's men's clothing has led to the backstage page of the pat shop.

And the two WeChat public numbers "swjeans" and "Septwolves" of the seven wolves have been the benchmark customers of micro shopping. At present, swjeans has switched the micro store system developed by the seven wolves themselves, and the original Septwolves has been used. Micro shopping portal Clicking shows that the system update is about to go online.

　　 Seven wolves Insiders told reporters that Septwolves is also switching from micro shopping system to the seven wolf's own micro shop system.

People familiar with the matter said that although there are still many brands, such as Vero moda, Bo Yang home textiles and so on, they are still using the micro shopping system, but they are more or less using other public numbers to access other micro shop systems. Linked to Lin Qiao, vice president of Lingbei Garment Group, it said that the Vero moda micro mall is operating normally, and the result is good.

The head of WeChat, a brand dealer, pointed out that the most obvious reason is the lack of orders. He said that his brand of micro shopping mall has long been no order.

"In 2013, the system of micro shopping was actually very advanced, and it soon came to the forefront of brands, and caught many offline resources. But the fact shows that the direct business mode is more suitable for the brand name of the micro shopping O2O concept, the affiliate mode of line execution and coordination are weaker, it is very difficult to push forward. The person in charge also pointed out.

Businessmen also say that WeChat's long term is open interface, so that businesses can play freely, and in the mall system development is still not mature enough, so in the process of cooperation is not smooth.

In addition, Tencent's "shepherd" status of the micro shopping operation has also made businessmen lose their sense of security. Some businesses even say that the micro shopping project has been stopped by Tencent officials and will not operate again. A businessman revealed that the micro shopping system has been "not upgraded for a long time". Vero moda said that the current micro shopping is "WeChat's overall collaborative operation".

More user feedback to reporters, it encountered an embarrassing scene in the Only store of a shopping mall in Tianjin: the user tried to use WeChat to scan the two-dimensional code on the jeans tag, but was blocked by the clerk, and claimed that "WeChat shop is not our official, it may be a fake."

A WeChat team member revealed to reporters that the micro shopping project had not really run, and the micro shopping team remained in the WeChat business group to take charge of other businesses.

The reporter tried to contact Ye Shunfu, general manager of Tencent's Micro shopping, but his cell phone has been in the wrong state.