Closed-door WeChat open class, the 5 key points are here!

This article summarizes the five main points of this “closed-door” WeChat open class. Let’s take a look.

WeChat Open Class PRO, which used to be open for live broadcast every year, was unexpectedly "closed" this year and is no longer open to the industry.

The official WeChat staff explained that this year "the open courses want to return to the original point, ignore traffic and popularity, and make the open courses a real stage for communicating with developers."

Despite this, the information released in each open class remains the focus of industry attention.

Below are the five highlights and changes of the 2024 WeChat Open Class for your reference.

1. Video account market, with significant growth

1. The scale of sales on video accounts will grow significantly in 2023. According to data disclosed by WeChat Open Class, the GMV of live streaming sales on video accounts in 2023 has doubled compared to 2022, the number of orders has increased by more than 244%, and the GPM (average total order amount per thousand impressions) has exceeded 900 yuan.

2. Brands are an important representative of high-quality e-commerce supply, and the GMV of video accounts has reached 15%. At the same time, brand GMV has increased by 226%+, and the number of brands has increased by 281%+. In addition, the number of brand stores with sales exceeding 10 million on video accounts has also increased by 860%+.

3. Service providers have become the backbone of the video live streaming ecosystem, and the scale of service providers will grow rapidly in 2023. There are more than 3,000 service providers as ecological partners, and GMV has increased by more than 4.5 times in one year, contributing more than 35% of the GMV of the market.

2. Live broadcasts of knowledge and life are growing rapidly

1. In 2023, more knowledge anchors will try to broadcast on video accounts and realize monetization. The number of high-quality anchors, the number of anchors with income, and the total anchor income have all increased by more than 60% year-on-year.

2. Lifestyle content is the most down-to-earth content in video accounts. People like to broadcast their daily lives on video accounts, and users also love to watch it.

The number of people watching live broadcasts in the knowledge category has increased by more than 7 times year-on-year, the viewing time has increased by more than 450%, and the overall number of paying users has increased by more than 250%.

3. The most mainstream monetization method for knowledge anchors is knowledge payment. In 2023, the transaction volume of knowledge payment in video account live broadcast increased by more than 3 times compared with last year.

4. In 2023, the transaction volume of goods brought by knowledge and lifestyle anchors increased by more than 3 times compared with last year, and the Preferred Alliance provided a high-quality product pool.

In addition to selling goods and courses, top anchors also have the option of cooperating with brands to attract investment. The anchors provide high-quality live broadcast content. On the basis of content compliance, Tencent Advertising will assist the anchors in brand investment. The video account live broadcast will give corresponding resource exposure and key promotion, and provide certain support on the event page.

3. Knowledge Live Room, Development Direction in 2024

For the knowledge live broadcast room, the three keywords given by WeChat officials in 2024 are: academic, career, and interest.

1. In terms of academics , we will continue to provide specialized knowledge for professors and scholars. We will also integrate short videos to provide better traffic support.

2. In terms of career , the subcategories will gradually expand into finance, law, psychology, job hunting, studying abroad, etc.

In these categories, the platform will strengthen governance, control the compliance of live broadcast content, and provide corresponding support in product capabilities to meet the needs of these categories. The official is also planning the ability to "charge for live broadcasting" so that professionals can come to the video account to live broadcast and easily earn their first pot of gold.

3. In terms of interests , I hope to organize some online competitions in the form of live broadcasts through industry associations, interest associations and other organizations, such as calligraphy, painting, flower arranging, fitness, etc.

Contestants participate by broadcasting through their personal accounts. For the winners, the platform will screen out anchors with potential for live broadcasting and provide certain traffic and support for their future broadcasts.

In addition to the knowledge and life module, we also hope to cooperate with more content providers in 2024, including sports events, movies, and TV and film programs. For high-quality copyrighted content, we can provide some configurations for activities, product capabilities designed exclusively for like targets, and certain traffic support.

4. Video Accounts: A New Blue Ocean for Livestreaming Sales

1. In addition to the knowledge and life module, the video account also disclosed the average customer spending of each module. Among them, the average customer spending of pets and green plants was as high as 213 yuan, ranking first ; followed by clothing and home furnishings at 172 yuan; food and fresh produce at 160 yuan; and household cleaning and daily necessities at 152 yuan.

According to the data, the average customer unit price of goods sold through live streaming on Video Accounts exceeded 200 yuan, and the average customer unit price of autumn and winter clothing and beauty products during the promotion period exceeded 300 yuan, which is higher than the industry average overall.

2. In terms of user portrait, 78% of the current consumers of video account e-commerce are women . Consumers from first-tier, new first-tier and second-tier cities account for more than half of the total. In addition, people aged 30-50 contribute 40% of the increase in video accounts. Highly active users are characterized by long stay, low return and high repurchase .

3. In addition, several fastest-growing tracks in the video account e-commerce field were proposed at the conference, namely: personal care and beauty, fresh food, clothing and underwear, home maternal and child care, and home decoration and building materials.

The key words are: anti-aging/hair care, food supplements/health care, beauty/underwear/outdoors, soft furnishing upgrades, and smart appliances.

5. Mini-games are developing towards medium and heavy games

In addition to the video account, there was also a special session for small games on the day of the open class, which was also packed with audiences.

The instructor of the open class on mini games revealed that the number of monthly active users of mini games has remained stable at over 400 million , and WeChat has served more than 300,000 developers in total, of which small teams of less than 30 people account for 80%.

In 2023, more than 70 teams will have mini-game DAU (daily active users) exceeding one million, and more than 100 teams will achieve quarterly turnover of over 10 million yuan.

CICC research report once pointed out that based on the median ARPU of WeChat mini-games with an average monthly active user price of 5 yuan per person per month, the average monthly turnover of WeChat mini-games may reach 2 billion yuan, and the annual turnover will exceed 20 billion yuan, or about 24 billion yuan .

In addition, he also mentioned that strategy, turn-based RPG and MMO will be the trend categories of future mini-game platforms. In the future, WeChat mini-games will pay more attention to the differentiation and richness of themes and gameplay, and progress towards medium and heavy directions.

As the "hope of the whole village", in 2024, Video Account will undoubtedly still be a hot spot, worthy of our continued investment and efforts.

In response to the above information and new changes, businesses can take appropriate measures and aim at the right target. I hope that in 2024, everyone can usher in a small boom!

Some information sources: Jianshi