Tencent has made another big move

In the upcoming 2025 New Year Goods Festival, Tencent has provided merchants and influencers with a series of new traffic trends and policy support. This article will share the in-depth insights gained from the "Building a Good Year with the Goose" event held by Tencent, including insights into the food and beverage industry under the WeChat ecosystem, product selection directions, and live broadcast room delivery strategies.

Merchants are blessed!

Tencent continues to exert its strength and releases another big move

A few days ago, Tencent officially invited me to a small circle gathering: an event to "create" a good year with geese, inviting more than 80 deep cooperation merchants in the industry, and several media to share. The traffic trend, growth dividends, and official policy support for the 2025 New Year Goods Festival were shared in depth.

Today I will share with you my experience, as well as the strategies and guidance shared by the official experts. As long as you are a merchant, expert, or private domain player selling goods in the WeChat ecosystem, you should be able to gain a lot.

1. WeChat Ecosystem Food and Beverage

Industry insights and product selection direction WeChat Stores connect public domain scenarios such as video accounts, official accounts, Kanyikan, Soso, WeChat advertising, as well as private domain scenarios such as WeChat conversations, WeChat communities, mini programs, and enterprise WeChat.

In terms of video account content, we should make good preparations. Here are some suggestions:

1. Original content and consistent style

2. If there are people appearing in the camera, make sure they are the same

3. Clear picture and sound quality are the basis of the material

4. The picture should be clean, highlight the subject, and not have too many elements

5. The taste and ingredients of the product should be displayed in the material, while avoiding too strong a sense of marketing and finding a balance between the two.

6. Carefully polish the copywriting, scenes, dubbing, etc. to avoid homogeneous content

【Official Platform Policy】:

● Lower the threshold for opening a store:

Within 90 days from the date of signing a new store, the first 1 million yuan of self-operated transaction volume of the merchant will enjoy a technical service fee rate reduced to 1%;

● Encourage new scenarios to promote products:

For the settlement orders generated through live broadcast reservation notice, the corresponding technical service fees will be issued in the form of e-commerce growth cards as an incentive of equal amount;

The official account scene jumps to the live broadcast room with goods, short videos with product cards, product cards and directly generates settlement orders, enjoying 1% technical service fee and 0.4% growth card incentives;

Settlement orders directly generated from the live broadcast room/product card entered by the mini program will enjoy a 1% technical service fee and a 0.4% growth card incentive;

[Key categories for the New Year Goods Festival]

● Food and Beverage Industry:

Grain and oil seasoning, snack food, tea nourishment, beverage preparation;

● Fresh food industry:

Shrimp, sea cucumber, cherry, blueberry, beef, hot pot meatballs, pickled fish, Buddha Jumps Over the Wall, etc.

● Beverage industry:

Liquor, foreign liquor, yellow wine/rice wine/health wine.

2. New Year’s Goods Festival live broadcast room, small store launch operation guide

The 2025 New Year Goods Festival will provide brand merchants with live broadcast room delivery strategies and efficient marketing guidance.

Tencent ecosystem has four major advertising positions: video accounts, Moments, mini programs, and PCAD non-micro-traffic advertising.

Understanding the characteristics of users and materials in different placements and finding placements that are suitable for you is a prerequisite for getting quantity, getting good quantity, and getting a large amount.

Clever use of advertising tools such as bidding tools based on different groups, PCVR calibration/EGMV calibration tools, live broadcast grass-planting group exploration tools, and new customer growth tools can solve the problem of "difficulty in increasing the volume" of live broadcasts.

The “six-step method” helps brands and merchants create “effective” live broadcast sessions.

New Year Goods Festival official launch policy support:

During the New Year Goods Festival, the official will launch a New Year Goods Festival support policy from December 16, 2024 to January 12, 2025, aiming to help video account merchants increase sales at the end of the year, achieve traffic breakthroughs and break through the brand circle.

● Support for investment 1 [Policy incentives]

Industry bidding subsidies enhance the competitiveness of merchants and increase the opportunities for participating merchants to increase sales; mutual selection and cooperation incentives promote in-depth cooperation between merchants and anchors.

● Support for delivery 2 [Traffic strategy]

Expand the market among young people, help PCAD expand its volume, optimize the collaboration between alliances and live broadcasts, promote the growth of new live broadcast rooms, and upgrade the direct purchase link for small stores.

● Launch support three [Tool support]

Provide optimization tools for large live broadcasts, realize refined crowd operations, and use ingenious ideas to improve the quality of creative materials.

There are too many useful information shared in the event, so I won’t show them one by one. Here are a few important tips:

1. The New Year Goods Festival is a very important node for selling goods on WeChat, and merchants must pay attention to it.

2. In terms of product selection strategy, you must deeply study the platform data to combine and select products;

3. On the content side, we should pay attention to the structure and construction of short video materials (official materials have clear guidance), and then reflect the atmosphere of the New Year Goods Festival, product features, and the host's speech combination in the live broadcast room.

4. On the traffic side, ADQ delivery should pay attention to the power of the circle of friends, and on the short video side, there are still huge dividends.

Author丨DaYu This article is written by the operator author [DaYu Knows], WeChat public account: [DaYu Knows], original/authorized to be published in the operator group, and any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 protocol.