WeChat Store, releases hidden tricks

WeChat Stores recently launched a new feature - hidden coupons. This may seem like a small step, but it may actually trigger a revolution in the private e-commerce field. It not only provides merchants with new private incentive policies, but also may change the way WeChat Stores obtain traffic.

Just now, WeChat Store quietly launched hidden coupons. That is, in the WeChat Store backend, the marketing center's coupons have been added with "can only be collected through promotion links and promotion QR codes".

This means that merchants can lower prices and divert traffic in private domains.

Equivalent to Taobao’s hidden coupons, this function may seem insignificant, but it sends out important signals.

This is a new private domain incentive policy launched by WeChat Store after it castrated private domain distribution (sharer function).

This means that the small store’s external traffic acquisition has shifted from distribution to direct private customers.

Two points to think about:

1. How should hidden coupons be used?

2. The methodology for developing the video account.

01

The WeChat Store Marketing Center supports all kinds of coupons that promote user conversion, including product discount coupons, product direct reduction coupons, product discount coupons, and store discount coupons.

"Can only be redeemed through promotional links or promotional QR codes", how should this hidden coupon be used?

Hidden coupons mean price cuts.

In other words, merchants can use this hidden coupon to offer discounted prices to their private domain customers, thereby attracting their private domain customers to place orders in WeChat stores.

Solved the issue of private domain users' ordering privileges, which has two great uses:

1. Merchants offer discounts to existing private domain users to activate the live broadcast room. This provides sufficient reasons for private domain users to enter the live broadcast room and activate orders.

In fact, this coupon can be used in a big way. For example, if an order is placed in the live broadcast room for the first time, the merchant can eliminate his own profits and offer a 30% discount, which will directly attract private domain users.

2. Merchants can use hidden coupons to transfer public domains into private domains.

"Send me a private message to get a hidden ticket!"

"Click on the customer service on the homepage to get a super discount coupon, and you can save 30 yuan by joining the group!"

…

Add private domain and the price will be broken directly!

The anchor can use this tool of hidden coupons to blatantly engage in private domains!

It sounds exciting!!

However, special attention should be paid to the compliance of public to private transfers. Recently, many live broadcast rooms in the Dayu e-commerce circle have been suspected of guiding private domains to be restricted and deducted points.

Merchants should pay attention here, even though there are clear violations in the official documents.

However, there are many "hidden rules" at each stage, which means that if you are not careful, you will be subject to traffic restrictions, traffic interruptions, point deductions, and account bans.

02

Video account e-commerce has been around for several years, but in the face of WeChat's national-level traffic, there has still been no significant improvement.

“Tencent does not have e-commerce genes” means that WeChat has not been able to activate e-commerce traffic.

Activating business domain users is a century-old problem.

There are only a few means:

1. Private domain distribution, many people come in to make money;

2. The public domain gives volume to the head and amplifies the volume;

3. Bring in the 5 trillion transactions that already exist in the mini program.

The first two are probably difficult, as they will either damage the user experience or be inconsistent with WeChat’s long-term development strategy.

The think tank team probably figured it out. There is no need to change the traffic structure at all. As long as the existing private domain transactions are brought in, the scale will already be very large.

How to attract existing private domain users to join the game?

The hidden ticket is a hammer, and it is estimated that various different hammers will be improved in the future.

Try to bring existing private domain transactions into WeChat stores and video account live broadcast rooms for completion as much as possible.

We can boldly predict the next policy trend:

1. The functions of the small store will be aligned with the mini program as much as possible to meet the needs of selling goods in the private domain

2. Small stores and live broadcast rooms will provide more incentive policies for private domain imports;

Starting with private domain inventory may be the right approach.

Similarly, merchants also have to work with their existing inventory because they are facing the same group of WeChat users and the same WeChat wallet.

Your private domain is no longer a closed pool, and it cannot be protected.

If you don't take action, your users will be taken away by other merchants.