But the concepts of developing e-commerce and WeChat are in conflict.
Posted: Thu Dec 12, 2024 4:31 am
Under Zhang Xiaolong's leadership, WeChat's commercialization is very restrained. This restraint is also reflected in the video account. One example is the advertising loading rate of the video account. Tencent's Chief Strategy Officer James Mitchell once revealed at the 2023Q3 performance meeting that the advertising loading rate of Tencent Video Account is less than 3% - in comparison, third-party research data shows that Kuaishou's advertising loading rate in 2023 is expected to exceed 7%, and Douyin will exceed 10%.
Some video account users told me that they don’t have a strong sense of video kenya whatsapp number data 5 million e-commerce. So until now, countless businessmen who have been waiting for the video account to explode have not waited for this opportunity. Compared with Douyin e-commerce and Kuaishou e-commerce, the current video account e-commerce does not seem to have caused much waves.
In terms of GMV, according to LatePost, the GMV of WeChat Video Account e-commerce in 2023 will be around 100 billion yuan. Although there is still a certain gap with its peers (according to LatePost, Douyin e-commerce's payment GMV in 2023 will exceed 2 trillion yuan; Kuaishou e-commerce's GMV will also exceed the trillion mark this year).
It’s not that Video Account e-commerce doesn’t want to be fast, but as a part of the WeChat ecosystem, it must maintain a consistent rhythm.
Video accounts find new direction
In August this year, Video Store was upgraded to WeChat Store. Subsequently, Video Store launched a series of "0 deposit trial operation" activities, targeting merchants in categories including sports and outdoor, books, etc.
At the end of the year, the pace of upgrading video stores to WeChat stores accelerated again, and merchants needed to upgrade before they could continue to operate. As Tencent President Martin Lau said, the company has readjusted the positioning of live e-commerce, connecting WeChat stores with the entire WeChat ecosystem, making them more like WeChat e-commerce.
Previously, video store was mainly centered around live streaming e-commerce, while WeChat store is a combination of WeChat ecology and user scenarios to form e-commerce models with various attributes. For example, WeChat store + community fission is social e-commerce, WeChat store + search is shelf e-commerce, WeChat store + video live streaming short video e-commerce, WeChat store + public account is picture and text delivery, etc.
Some video account users told me that they don’t have a strong sense of video kenya whatsapp number data 5 million e-commerce. So until now, countless businessmen who have been waiting for the video account to explode have not waited for this opportunity. Compared with Douyin e-commerce and Kuaishou e-commerce, the current video account e-commerce does not seem to have caused much waves.
In terms of GMV, according to LatePost, the GMV of WeChat Video Account e-commerce in 2023 will be around 100 billion yuan. Although there is still a certain gap with its peers (according to LatePost, Douyin e-commerce's payment GMV in 2023 will exceed 2 trillion yuan; Kuaishou e-commerce's GMV will also exceed the trillion mark this year).
It’s not that Video Account e-commerce doesn’t want to be fast, but as a part of the WeChat ecosystem, it must maintain a consistent rhythm.
Video accounts find new direction
In August this year, Video Store was upgraded to WeChat Store. Subsequently, Video Store launched a series of "0 deposit trial operation" activities, targeting merchants in categories including sports and outdoor, books, etc.
At the end of the year, the pace of upgrading video stores to WeChat stores accelerated again, and merchants needed to upgrade before they could continue to operate. As Tencent President Martin Lau said, the company has readjusted the positioning of live e-commerce, connecting WeChat stores with the entire WeChat ecosystem, making them more like WeChat e-commerce.
Previously, video store was mainly centered around live streaming e-commerce, while WeChat store is a combination of WeChat ecology and user scenarios to form e-commerce models with various attributes. For example, WeChat store + community fission is social e-commerce, WeChat store + search is shelf e-commerce, WeChat store + video live streaming short video e-commerce, WeChat store + public account is picture and text delivery, etc.