WeChat Store Distribution, Showdown

A series of recent actions by WeChat Stores, especially the launch of the "Send Gifts", "Recommend Customers" distribution functions and "Anchor Coupons", indicate that WeChat has adopted a more direct and proactive strategy in the e-commerce field.

In the past two days, the store has taken three actions. One is the launch of the "Send Gift" function, another is the launch of the "Promote Customer" distribution function, and another small action is the launch of the "Anchor Coupon" by the store.

3 actions, all directed to the distribution of WeChat stores.

At this point, we see that the strategy of small stores is to stop pretending and to show their cards. Deep distribution may be a huge lever to accelerate WeChat e-commerce.

"Distribution": Give benefits to others and let others help sell the goods. In the WeChat ecosystem, distribution is extremely smooth, and WeChat should be a "native function".

There are two logics of distribution:

One is B2B2C, which means the product provider finds a specialized distributor to help you sell the goods.

Today’s Kuaituan group leaders, store managers of various distribution platforms, and traditional offline retail stores all use this approach.

The other is B2C2C, which is the "sharing" fission gameplay, which provides very smooth interest points and allows customers to develop customers. The sharers are not professional merchants, but have a "stealing" mentality.

Both of these modes can be used very well in WeChat stores.

01 Giving gifts is to attract new talents

"Send Gifts" is a B2C2C fission distribution launched by WeChat Stores.

In less than a week, the popularity of "Send Gifts" has skyrocketed, exceeding the popularity that a small button should have.

Don't criticize me, sending gifts is not a function that can solve all problems. It doesn't have that ability, but it cannot be ignored.

Giving gifts is essentially an ongoing activity to attract new customers.

WeChat does not lack traffic for e-commerce, but what it lacks is users’ ordering habits.

Data from multiple sources show that there are about 150 million users in the small store business domain, and Video Account is still at the Douyin stage of 6 years ago: people watch videos a lot, but do not have the habit of placing orders for shopping.

Giving gifts is to attract new users to WeChat e-commerce. Giving gifts will lead to gifts in return, which can attract more users to pay and receive goods through the store.

The second thing WeChat lacks is merchants. By giving out gifts, it has attracted a large number of merchants. If you don’t open a store, your customers will be snatched away by other merchants.

Giving gifts kills two birds with one stone and attracts new users and merchants.

Maybe after this Spring Festival, your friends and elders in your family have already purchased goods from WeChat stores.

By attracting new users, an order of magnitude of users is added. The value of this to WeChat has been verified by WeChat red envelopes.

Maybe it is not as powerful as red envelopes, but it is enough for WeChat to attract new e-commerce users.

Social distribution is something that is inherent in WeChat.

02 Tuike, the WeChat version of Taobao

Tuike is a B2B2C distribution model for WeChat stores.

Tuike conducted internal testing for a period of time at the beginning of the year, and our team was also on the list of several internal testers, so we were deeply involved in this gameplay.

The new logic for pushing customers is now working, the experience is smoother, and the user experience is approaching that of a very mature Taobao customer.

When a user enters the product page and purchases it through the link shared by the promoter, the promoter can obtain corresponding commission.

In order to prevent unauthorized orders, Tuike Distribution has also set up a "30-day customer lock-in" mechanism, which means that all customers who place orders within 30 days of opening this page can get commissions.

Moreover, Tuike supports sending gifts and getting commissions on WeChat stores. By pushing gift links out, your users can send gifts to other people and the Tuike can also get the commission.

There are several basic conditions for being a pusher:

1. Why are users more willing to place orders through Tuike?
2. Are there any major benefits for Tuike?
3. Do merchants have the motivation to cut prices and offer subsidies for promotions?

Users are motivated by price cuts, that is, by following your link they can get exclusive coupons, which are even cheaper.

The motivation for promoting customers comes from higher commissions or smoother conversion links. Ultimately, it comes down to whether it is easier for them to make more money.

In order to achieve the above two points, the merchant side needs to break the price + provide subsidies. Then the merchant must obtain the platform's traffic weight through this push distribution, otherwise the merchant will have no motivation.

Do small stores have traffic weight? There is no clear answer in the rules. But our observations and deductions do have it. I won’t go into details. If you are interested, please add the WeChat below to communicate.

Tuike is officially launched, providing a new opportunity for those friends who are engaged in CPS distribution. Everyone can start taking action.

03 Anchor coupons, empowering experts to distribute

Anchor coupons, a magic tool for experts to distribute at low prices.

We have previously collaborated with a large number of top video influencers, and we often get stuck when we go to the brand to trace the origin or window display.

Because top influencers generally require that certain traffic-generating products can be discounted in their own live broadcast rooms, but Video Account has not supported this function.

That is, there is no difference between the merchant’s own live broadcast room and the anchor’s live broadcast room, and users have insufficient motivation to place orders: the price is the same every day anyway, so why buy it now?

Later, merchants could only provide exclusive product links, which was very troublesome.

The WeChat store backend now supports the configuration of anchor coupons to enhance the distribution capabilities of influencers.

"No social networking, no distribution", distribution/sharing is the most basic logic of social networking. For WeChat stores, showing off your distribution is the best strategy.

Then again, this may be one of the few options.

Douyin has the support of super anchors to obtain traffic and conversions, Duoduo attracts users through absolutely low prices, and Taobao attracts users and merchants through the comprehensive capabilities accumulated over the years.

Why can WeChat stores become successful?

By distribution.