Video account live e-commerce team merged into WeChat open platform

The WeChat video live e-commerce team will be incorporated into the WeChat open platform. What impact will it have? What difference will it make? The author tells us the process and significance of this process, so that we can have a certain grasp of the new trends and changes in the industry. It is recommended for Internet friends to read.

On May 28, a person from Tencent confirmed to Jianshi that the WeChat Video Account live e-commerce team will be incorporated into the WeChat open platform (Mini Programs, Official Accounts, etc.). The changes have been announced internally.

Some industry practitioners have drawn many positive conclusions when discussing this change. Some practitioners mentioned that the official account is the first platform-level product on WeChat. On the one hand, it has gathered a large number of high-quality graphic creators, and on the other hand, it has accumulated tens of millions of users. Today, the combination of the two teams also means that the official account and the video account may be deeply connected again and make a new collision.

In addition, mini programs are an important position for many brands and merchants to deploy WeChat scenarios, contributing trillions of transactions in various online and offline scenarios every year. With such a huge volume and contribution, when the video account and mini programs collide in a new way, it will increase the volume and scale of both parties. At the same time, it will also accelerate the maturity of the merchants' own business.

At the same time, mini programs have a wide range of extended tools such as distribution and API development, thus accumulating rich developer resources. When the two teams merge, it is possible to generate greater energy in the short video, live broadcast and distribution sides, and this explosive power is unique to Tencent.

It is worth noting that Video Account had already made organizational structure adjustments half a year ago. This is the second change in the Video Account live e-commerce team after half a year. Combined with the news that Video Account also transferred personnel from other transaction-related teams a while ago, WeChat may burst out with energy that cannot be underestimated in the future.

Another entrepreneur mentioned that team integration means that video account transactions and mini-program transactions may be deeply integrated, and the order system and after-sales system are also expected to be connected. However, the transaction nature of mini-programs and video accounts is different at present, so how to integrate them remains to be seen.

But for service providers, the merger of the two teams may be a huge market test. How to find enough space for survival also requires constant observation.

Many people in the industry believe that no matter how the WeChat ecosystem changes, as long as the social soil is retained, WeChat will always be the most suitable model for private domains. However, each team must constantly review the rationality of its links in the WeChat ecosystem to avoid losing its footing in subsequent adjustments.

From the perspective of the industry, most people think that this structural change is slightly positive, because it means the possibility of multiple touchpoints in the WeChat ecosystem. (Extended reading: What does the public-private linkage of video accounts mean?)

Meanwhile, another professional self-media in the industry, Yibang Power, mentioned that this adjustment will not have much impact on the video account live e-commerce business and various types of players for the time being.

What do you think of this change? Feel free to share your thoughts in the comments section.

Author: See the truth

Source: WeChat public account: "Jianshi (ID: jianshishijie)"