WeChat Stores Tried MCN for Only One Month

As WeChat Stores continue to launch new policies to attract and serve merchants, the latest incentives are particularly eye-catching. This policy not only provides new incentive opportunities for service providers, but also injects new vitality into the WeChat Store ecosystem. This article will deeply analyze the details of WeChat Stores' January 2025 service provider incentive policy, explore how this policy affects the business development of service providers, and its long-term impact on the WeChat Store ecosystem.

According to the announcement, service providers who bind new stores can receive incentives after transactions are generated in the new stores, and the validity period is from January 1, 2025 to January 31, 2025.

According to the official definition, WeChat Store Service Provider refers to an entity that enters the WeChat Service Provider platform and activates the WeChat Store Service Provider function, provides store opening guidance to WeChat Store merchants, guides merchant influencers to broadcast on video accounts, and provides training and guidance in many aspects such as live broadcast room planning, construction, implementation, anchor incubation, live broadcast review, product selection, after-sales, logistics, data review, product function usage, and problem solving for bringing goods.

A new store refers to a WeChat store that generates transactions for the first time during the validity period of the incentive policy. If a new store is bound to a service provider when the first transaction is generated, the service provider will receive incentives within 360 natural days after the first transaction is generated in the store. The incentive amount is calculated by multiplying the actual payment amount of each settled item by (the actual platform technical service fee rate generated by the item – 0.6%).

It should be noted that only stores that establish a binding relationship with the service provider when the store generates the first transaction can enjoy this incentive. If the store and the service provider are unbound during the validity period of the policy, the incentive will end. In addition, the binding relationship between the service provider and the store is based on the last day of each month.

In addition, among the stores bound to the service provider, the number of different main stores that generate transactions for the first time in a single natural month must reach 5. If there are less than 5, the service provider will not be able to receive incentives in that month.

At the same time, existing stores that meet certain conditions can also be regarded as new stores, and their bound service providers can receive incentives.

Specific conditions include: the store's first transaction occurs between July 1 and December 31, 2024, and the super administrator is not changed on the last day of the settlement incentive month. The super administrator's video account continues to be bound to the service provider and the binding with the service provider is completed before January 31, 2025.

The incentives will be issued in the form of e-commerce growth cards to the video account of the super administrator bound to the service provider. The settlement will be made once every natural month, and the settlement GMV will be based on the data on the 22nd of the following month. The incentives will be issued within 1-2 months after the settlement.

The incentive limit is that the upper limit of the incentive that a single service provider can obtain by binding a single store is an e-commerce growth card with a cumulative face value of 100,000 points, and the upper limit of the monthly incentive is an e-commerce growth card with a cumulative face value of 2 million points. The settlement GMV generated by the illegal store is not included in the incentive statistics. Only stores with a store experience score of no less than 4.2 points can be included in the incentive settlement, and the incentive coefficient of the overall incentive obtained by the service provider will be adjusted according to the business liability dispute rate.

Different from the previous incentives for service providers released by WeChat stores, which were mostly for service providers whose main business was talent incubation, brand live broadcasting, etc., this time, the word "new store" was specifically emphasized, emphasizing that the main task of the service providers to receive incentives this time is to attract new customers and promote conversion for small stores.

Some practitioners believe that this policy's MCN behavior of WeChat stores, on the one hand, brings in new merchants through service providers, and on the other hand, provides feedback to service providers as an incentive.

However, this policy does not seem to be long-term at the moment, but only for one month, which seems to be aimed at the peak of the Spring Festival.

Someone familiar with WeChat told Jianshi that platform policies are generally released on a monthly basis and the settlement policy itself takes longer to implement, and fine-tuning may be made during the process based on actual conditions.

He said that both new and old service providers can participate as long as they meet the requirements.

If we combine the various news that came out of the small store in the past few days, such as the launch of the push customer + gift sending function, and the charging of additional deposit for the push customer function, we can clearly sense the "ambition" of WeChat small stores for next year, that is, more merchants, greater growth, and more transactions.