Is it a new opportunity to make money by selling goods on public accounts, video accounts and small stores?

Recently, WeChat announced that public accounts can publish products in video stores. This news should be good news for friends who are engaged in private domains and video accounts. So how much impact does this decision have on the entire WeChat e-commerce or private domain e-commerce? The author has analyzed this, let's take a look.

On May 11, WeChat issued an announcement that official accounts support the release of products in video store accounts.

This seems to be good news for friends who are working in private domains and video accounts.

But how much impact will this decision have on the entire WeChat e-commerce or private domain e-commerce?

01

In fact, inserting products into public accounts is not a rare thing. Several years ago, public accounts had the function of adding products.

In particular, every content creator can add commission-rebate products to the product library of the official account and earn commissions.

Only this time, creators can choose products for their own video store.

02

If the official account supports jumping to the video account store, I think there are two most obvious benefits:

The first is to preview the event, combining it with the live broadcast of the video account to release promotional information in advance.

The second is commodity trading, publishing articles, short videos + products in tweets to make direct conversions.

03

But the biggest question here is actually how big an impact is the difference between going directly to the video account store and letting users scan codes to make transactions?

Because there are several ways to promote products through tweets in public accounts:

One is to use WeChat account to attract customers to WeChat private chat or WeChat group for transactions.

Secondly, if there is a mini program, you can directly set the mini program to jump to the product details.

The third is to scan the QR code, such as using tools like Youzan, and put up a payment poster for the product.

The fourth is to jump directly to H5. For certified service accounts, directly link to jump to details.

Although you can directly access the product and scan the code before purchasing it, there will be a layer of consumption in the transaction link.

But everyone needs to think about one thing, that is, what is the most important factor affecting transactions?

The first is the product, that is, whether the product you sell is what users need and whether the price and quality are acceptable.

The second is content, that is, whether users have interest in buying after reading your article.

Therefore, it is just a direct jump, which cannot bring about earth-shaking changes to the transaction.

04

And the most important point is that compared to opening a video account store, other ways of opening a store and selling goods have lower execution costs.

If you want to open a video store, in addition to verifying basic information, you also have to pay a deposit.

The personal deposit required by Douyin is still very low, but the deposit for many products in the video account store starts at several thousand yuan.

Although other tools require scanning codes, they are fast and don’t even require a deposit.

05

Compared with functions, I think everyone should think more about business scenarios.

First, among those who are currently working on video accounts, how many of you are writing public accounts? How many of you keep your public accounts updated?

If you don’t even have a public account, this function has little to do with you.

Secondly, for those friends who are currently running public accounts, take a look at how many readers you have?

Many public accounts have 100,000 or 200,000 fans, but now the number of readers is also 1,000 or 2,000.

For an account like this, even if it just posts products from a small store on a video account, how many orders do you think it can sell by posting an article?

So even though it seems that WeChat has put a lot of effort into interconnection, the actual effect remains to be seen.

06

So for WeChat or Video Account, if you really want to do a good job of transactions and increase the volume quickly, there is actually a more direct way.

First, it lowers the threshold for users to open stores. If you look at Douyin and Kuaishou now, the threshold for individuals to open stores and distribute goods is very low, and almost all of them require zero fans to sell goods.

Secondly, mounting products on videos also lowers the threshold. Whether it is distribution or personal sales, they can be mounted quickly.

Third, compared with official accounts, users’ transactions are most frequent through these three channels: WeChat groups, one-on-one private chats, and posting to Moments.

Just some random thought, for example, in the WeChat group chat dialog box, the group owner can directly publish video account products or group products.

Because private domain sales are currently the most popular, a large portion of transactions are completed in WeChat groups.

In short, the most important point is to lower the threshold for opening stores and selling goods. For example, official accounts can distribute goods more effectively.