With the continuous development of the WeChat ecosystem, private domain operations have become an important way for brands and merchants to achieve growth. This article delves into how the combination of WeChat stores, pushers and circles of friends has become the new “king bomb” of private domain monetization.
When I posted on Moments a few days ago, I tried to embed a wave of product links in my WeChat store.
It immediately attracted the boss and the trader of the brand operation to ask, how did this open? How is the experience?
The operation can be said to be ridiculously simple, directly share it to the circle of friends in the upper right corner of the product card, and you can have the same product experience as the video account and official account.
As for the user experience, I personally think it is very silky, no need to long press the picture to scan the code, no need to click on the garbled short chain, let alone authorize the avatar, phone and various registrations, click to jump directly, this is the cool feeling of doing WeChat ecological operation that has never been experienced.
This small circle of friends jumps directly to the chain, which is a traffic entrance “privilege” that mini program e-commerce has developed for many years and has never had. Nowadays, WeChat store, as its own son, has established its core position in the WeChat global domain, and now has unlimited fire rights.
And this small feature, I think Tencent hides two “cautions” in the user experience:
- Acquaintances trust endorsement: Product sharing comes from friends rather than advertising accounts, which naturally reduces defense, so it is emphasized again that private domains must have private IP to reduce the sense of distance between brands and superiors.
- Anti-swiping mechanism: The link is folded as a “commodity card” by default, no automatic play, no forced pop-up, and the picture can be customized, but here is a reminder, don’t pile up product pictures directly, there must be copywriting + scene pictures + wild pictures, and the circle of friends is not a place to display the detailed page.
As I mentioned in my previous article, WeChat global e-commerce is opening the floodgates to release water, and the opening of the last traffic gate of the circle of friends also indicates that the traffic of the entire WeChat store has entered the stage of volume.
Interestingly, this is just the beginning.
01 WeChat store brand king bombing, do you want to keep up?
Before talking about whether every merchant wants to follow up on WeChat stores, we must first understand the WeChat platform and the development trend of e-commerce.
In the past, in terms of digital infrastructure, WeChat positioned itself as the creator of a decentralized ecosystem, providing “water, electricity and coal” for third-party service providers, merchants, and talents, that is, framework capabilities, so that service providers, merchants and talents can each give full play to their own product advantages, technical product advantages, and content creative advantages to revitalize traffic and transactions, and the WeChat ecosystem provides underlying capabilities.
What does a product manager need to do?
In the process of a product from scratch, it is not easy to do a good job in the role of product manager, in addition to the well-known writing requirements, writing requirements, writing requirements, there are many things to do. The product manager is not what you think, but will only ask you for trouble, make a request:
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Today, do you say Tencent is open? I think it’s still open, but the way it’s open has changed.
From only supplying “hydropower coal”, to “hydropower coal” + two bedrooms and one living room to settle in, bring some clothes, shoes and socks, and customize the soft decoration yourself, and focus on a set of e-commerce basic parts.
Look at the recently updated “gift-giving” ability, WeChat store gifts, official account articles draw gifts, similar to this kind of fission and marketing announcements, when empowering infrastructure capabilities in the past, and even when the mini program gift card gameplay, this was reserved for merchants to self-develop and third-party technical service providers, and now I feel that it is subverting the consistent cognition.
From this small link, you can feel the platform’s own determination to end e-commerce, even if you can’t finish it, you need to get a piece of the pie in the WeChat global ecosystem, which is also the vane that we should understand the development of the platform whether we are brand merchants or service providers.
When advertising revenue can last for a long time in a tired market, e-commerce is like an undeveloped urban CBD, as long as you plan to do it, someone will enter the game, because the traffic itself has always been there.
This is also the king bomb that WeChat has been holding in its hands and has not played, if you play well, WeChat will still be a giant in the next ten years, and if you can’t fight well, it will continue to be an ecological enabler, in fact, it is not bad.
Putting aside the traffic and trend development of these platforms, for our brand merchants, will WeChat stores keep up with this wave?
Be sure to follow, whether it is traffic tilt or functional experience tilt, you must go to the WeChat store at the moment, as a physical e-commerce merchant, I can’t think of any reason not to follow up on the layout.
Unless, don’t do the business of WeChat ecology.
Under the insertion, if you have any confusion about the layout of WeChat ecological business, please feel free to consult me, maybe I can help you with one or two.
WeChat small shops have become darlings, and mini programs have become abandoned children?
I believe that this idea is not something out of nothing for everyone, especially you may have questions about whether mini program e-commerce can still be played?
In terms of volume
First, if you are an individual merchant, guided by personal IP, similar to the nature of a talent, if you want to sell goods and bring goods, WeChat stores are enough, and you don’t need to toss mini program e-commerce tools.
Second, if you are a brand merchant
- In the initial period, if it is only for the transaction, then the WeChat store as the last step of payment is enough to run through the 0 to 1 link;
- During the deep cultivation period, if the number of users exceeds 1,000, more complex operations are needed, including membership operations, recharge, etc., mini program e-commerce + WeChat store, both hands, and the core should be based on mini program e-commerce.
Of course, another core reason why WeChat mini programs are still important is that the product is under their own control, and there are still many card points when the WeChat store category has been reviewed.
Mini program e-commerce is the real private domain e-commerce, and WeChat store belongs to the part of WeChat’s global e-commerce.
Next, WeChat’s global e-commerce operation will focus on the trading floor as a closed-loop export, that is, “WeChat store + mini program e-commerce”.
Public domain side: content infrastructure + active search + passive recommendation
The three major content scenarios of “official account + video account short video + video account live broadcast” are used to leverage the public domain traffic of the WeChat ecosystem, and three transaction models are derived:
The first path, public domain content touchpoints, directly leads to WeChat store e-commerce conversion, that is, B2C;
The second path is to presettle public to private domain, and private domain to WeChat stores and mini program e-commerce, which also belongs to B2C;
The third path is to recruit and develop customers in the public domain, precipitate into the private domain, and form a distribution model, that is, B2B2C.
Private domain side: Whether it is a micro enterprise or a micro, the troika of “community + 1v1 + circle of friends” is still the focus of private domain traffic operation, in addition to the complete brand direct sales, it can now also develop the private domain of pushing customers, and drive fission growth through WeChat store push commission sharing.
Therefore, the recruitment, training, operation, and incentive of private domain KOS + private domain KOC, this set of operation mechanisms need to be standardized and systematized with the launch of the customer promotion function to form a more combative customer promotion team.
Taking Zhu Yongteng’s star IP private domain as an example, it fully cuts into the WeChat store with goods gameplay, from the past mini program mall model to “member mini program + pull up WeChat store commodity card with goods”, mini program as a commodity aggregation platform, as a pusher, pull up WeChat store commodity cards and obtain sales commissions.
No need to stock up, no need to participate in the delivery process, just do two things,
First, do a good job in selecting and selecting products from institutions; Second, revitalize the private domain users in their hands, hand over the supply chain to institutions and merchants, and jump directly to the merchant’s store to complete the transaction.
In fact, whether it is a WeChat store or a mini program, it does not bring traffic, but is more of a trading tool, but it has its own advantages in terms of user experience, operation depth, contact point interoperability, and product listing.
As a brand merchant, based on your own business needs, you can do a good job in the selection of tools to adapt to the business.
Global buyers start with WeChat pushers
The launch of the ability of WeChat Moments to open WeChat stores to link also means that WeChat stores have officially begun the closed loop of content monetization of “content-social-transaction-revenue”.
For pushers, there is no need to start a live broadcast, no need to hang links, just do two things:
First, the content creation of the circle of friends
Second, one-click sharing of commodity cards, live broadcast rooms, and short videos to the circle of friends
That is, there is an opportunity to bring distribution conversion through its own social traffic;
For merchants, putting goods on the shelves of preferred alliances, good products + high commissions, naturally institutional cooperation and customer promotion distribution;
For institutions, it is important to do a good job in linking the two ends of the platform, one end linking brand merchants, and the other end recruiting and cultivating customers.
For example, the children’s clothing brand Balabala sold more than 1.3 million in a single game through customer sharing; With the help of the push model, actor Zhu Yongteng sold more than one million live broadcasts; A single popular short video empowered the group leader to make transactions, with 10,000+ single video retweets in 4 hours and 8,517 transactions.
About the engagement path for merchants, organisations and pushers:
Merchants can place their products in the preferred alliance, and increase the visibility of their products in front of the delivery agency by configuring the “Agency Promotion” option and determining the commission ratio. At the same time, welfare activities such as issuing coupons can also enhance the attractiveness of products.
After enabling the “Push Customers and Bringing Goods” function in the background, the delivery agency can select the target product or content and initiate an invitation to the pusher.
If an individual wants to become a delivery user, after registering as a delivery user and cooperating with the institution, he can recommend products and plant content in the community, circle of friends and other scenarios, and earn commissions through the behavior of bringing goods.
How to become a pusher, first find the agency that pushes the customer, such as the following process as an example, complete the application for the pusher and bind the agency, you can share the product and complete the distribution to get a commission.
The core value of this model is that it significantly lowers the entry threshold for small stores, and with the help of the collaborative cooperation of merchants, institutions and ordinary users, the entire delivery process runs smoothly. Merchants can achieve increased sales; Institutions can open up new sales channels; ordinary users can get commission returns and share the dividends of the market by sharing product information, live broadcast rooms and short videos.
How do merchants link up to operate WeChat stores + push customers?
Brand merchants lay out WeChat stores and pushers, and grasp the core logic of “public-private domain linkage” from the three core dimensions of product portfolio, customer promotion system, and global contact
1. Product portfolio: explosive drainage + high repurchase product lock
1) Explosive charge: Choose 1-2 high-value and strong pain point products as “hooks”, set a 30%-50% commission, and attract customers to actively spread. For example, beauty brands can promote “staying up late first aid masks” and stimulate demand with keywords such as “first aid” and “quick results”.
Even combined with the gift-giving scene, the title adds a mark that supports “WeChat gifts”
2) Repurchase product precipitation: With high-frequency consumables (such as maternal and infant products, snacks), the user life cycle value is enhanced through the membership system (point redemption, exclusive discounts).
2. Customer promotion system: pyramid hierarchical management
In addition to the commission sharing incentive mechanism of WeChat stores, the pusher system also needs to cooperate with the private domain to manage the internal management of the pusher to help them better sell their products and get commissions.
1) Head pusher binding: Provide additional incentives and rewards for core pushers with monthly sales of more than 500 orders, focusing on maintaining the head pusher.
2) Waist pusher incentives: set tiered commissions and match weekly list rewards (for example, the top 10 inside give physical gifts).
3) Amateur pusher activation: Provide a “one-click forwarding” material package to help them improve their materials + pusher links and lower their marketing threshold.
3. Contact matrix: WeChat global, public-private domain linkage
WeChat ecological Lego-style gameplay, interconnection is its most unique gameplay, and each contact point can be nested with each other, thus forming a decentralized operation model.
For example, Yunji, using mini program + video account + WeChat store, in such a nesting doll way, can integrate the group leader to promote customers through the mini program to select products, and can embed short video content to directly forward and bring goods, which can also meet the conversion of WeChat stores to push customers, forming a conversion model of “private domain→ pushing customers→ content →public domain”.
There are more scenarios to play, such as the following two:
1) Official account + small store dual engine
As an important window for brands to communicate with users, the official account has a huge fan base. Merchants can cleverly embed product cards in tweets, allowing users to directly click on the product card to view product details when reading articles, achieving a seamless jump from content to transactions.
At the same time, set up jump links such as “get a 10 yuan coupon” to attract users to enter the WeChat store with coupons and increase the possibility of purchase. This “content + e-commerce” model can not only provide users with valuable information, but also guide users to complete consumption and achieve efficient traffic conversion.
2) Live broadcast + pusher fission combination
With its intuitive and interactive characteristics, live streaming has become a popular marketing method at present. In the live broadcast room, set up “pusher exclusive prices” to let the audience see the additional benefits of becoming a pusher, so as to attract them to join the ranks of pushers.
At the same time, guide the pusher to share the live broadcast link in their own social circle and invite friends to watch the live broadcast. Live streaming itself is the best and direct content material, strengthening customer conversion and fission.
Conclusion: The completion of the closed loop is not the end, but the starting point
Returning to the WeChat store circle of friends to bring goods, on the surface is a function update, to see the big picture in a small way, but in fact it is a qualitative change in social e-commerce from “shelf logic” to “trust logic”.
For our merchants, instead of struggling with “whether to advertise”, it is better to think about how to turn the product into the content of “friend Amway”, and make the circle of friends a scene of trust conversion through customer testimonials + scene detail maps + pain point copywriting.
After all, in the WeChat ecosystem, the best traffic is not algorithmic recommendation, but people’s desire.
