Today, Shichao got up and opened WeChat and found that he was pulled into several inexplicable groups, which were filled with such news. By the way, what is this "group shop"?
" Tencent launched an e-commerce product, why not study it?" A colleague explained to Shichao. . .
To be honest, Shichao was not at all worried when he heard this news. After all, Tencent is a famous defeated general in the e-commerce industry. The e-commerce products launched by Tencent can’t count them with one hand anyway.
Shichao, who was watching the fun, just casually took a look at this "group shop", but what was unexpected was that Tencent played social fission this time. . .
This "Qunxiao Shop" does not require downloading the App or logging into any website. If you search for "Xiaoe Pinpin" in the WeChat mini program, you can see the entrance to "Qunxiao Shop".
" Xiaoe Pinpin" is an e-commerce platform secretly launched by Tencent in early May. From the words "Pinpin", you can see a strong " Pinduoduo " flavor, and in fact it is the same. Can the friends tell which interface is Xiaoe Pinpin and which one is Pinduoduo?
left picture shows "Xiaoge Pinpin" ▼
and "Qunxiao Shop" is a new feature launched by the Xiaoge Pinpin platform. According to Tencent’s official description, you can buy things with everyone in the relatives and friends group, colleagues and classmates group, and you will also get red envelopes.
After opening "Little Goose Pinpin", click the "Qun Xiaoshang" button below and the interface below will pop up.
Click "Share to group and buy together". After other members click on the link, they can become the owner of this group store.
As long as the invited group members use this link to purchase products in Xiaoepinpin, the group members will receive rebates. Inviters, that is, store owners, will also receive additional rewards. Moreover, the group owner has quite a lot of permissions, so you can check how much money the group members save through this program.
Shichao secretly posted a link to a group store in the group and finally got a 5 yuan discount. If you spend more than 100 yuan in the group, you can also get a more discounted flash sale price.
Actually, the overall experience is pretty good, but Shichao has to complain that "Little Eel Pinpin" does not have a search function at present, and you can only rely on buying things with the flow. . . All merchants on
" Xiaoe Pinpin" come from third parties. Tencent only provides platforms, and services such as product sales, invoice issuance, delivery and delivery, pre-sales and after-sales services are provided by merchants. Shichao also found the margin standard for merchants to settle in "Xiaoge Pinpin".
Shichao also talked to the customer service in "Xiaoge Pinpin", but nothing unexpected happened, it was still a robot. . .
And in June last year, Tencent launched a social-based shopping recommendation product - Good Things Circle. It can be seen that Tencent has long been incubating social-based e-commerce products.
is different from a real shop owner. The owner of the "Qun Xiaoshang" mainly relies on the clicks and purchases of group members in exchange for commissions. Seeing that major products have made a lot of money by WeChat to do fission marketing, , and have begun to crack down on fission marketing in recent years. Now that Tencent is playing this set of things, it seems to be a bit like only allowing state officials to set fire and not allowing the people to light the lights.
Shichao first gives you a vaccination. During this period, major WeChat groups may be bombarded by "group shops".
ks who understand Tencent must know that Tencent is a company that does not exclude or even encourages internal competition. WeChat is a product launched by competing with QQ. Honor of Kings, Stimulation Battlefield and other products are also popular products that stand out in the fierce internal competition.
This time, the "group store" is not alone. Last week, Tencent's QQ team also launched internal testing of three functions: QQ Huigou, live shopping, and QQ group display.
Image from: Tech Planet▼
In addition to being in line with other online e-commerce companies, you must also be careful of your brother stabbing your own brothers. Tencent’s tactic of raising a Gu is indeed well-known.
As a giant in the Chinese Internet industry and a big brother in the social field, the e-commerce field has always been Tencent’s weakness and even pain points. As early as 15 years ago in 2005, Tencent had already entered the e-commerce industry. At that time, Tencent launched a product called "Paipai.com".
paipai.com is standing on the shoulders of this giant, and the journey is smooth. Moreover, Paipai.com has entered the top 500 "Global Website Traffic Ranking" in the first 100 days after operating (according to Alexa data), setting a record for the shortest time for e-commerce websites to enter the top 500 websites in the world.
50 million registered users Paipai.com once became the only enemy of Taobao . In 2012, Tencent also acquired the e-commerce platform Yixun.com , preparing to join hands with the resources in its hands to fight an e-commerce war, but it lost to JD.com and Alibaba .
, which is constantly marginalized, was sold to JD.com in 2014. Later, due to JD.com's strategic adjustment, it abandoned its C2C business. In 2016, Paipai.com was completely closed and Yixun.com was also included in JD.com's ecosystem.
2013 Tencent merged the two products "QQ Mall" and "QQ Online Shopping". The new platform will uniformly appear under the QQ Online Shopping brand. But it has always been lukewarm and has completely failed to reach the height of Paipai.com.
Tencent has been defeated repeatedly, but it has never given up its dream of developing e-commerce. If you can't beat it, join! Tencent has spent a lot of money to invest in the e-commerce field. Today, Tencent has become JD.com's largest shareholder and Pinduoduo's second largest shareholder.
Although both JD.com and Pinduoduo are successful, they are not their own sons after all, so Tencent has been seeking opportunities to establish its own e-commerce business.
There was once a popular self-media article "Tencent No Dreams" saying that Tencent is now more like an investment institution, and it has lost its ability to make products and entrepreneurial spirit.
But from Paipai.com, Yixun, QQ online shopping, and today's "QQ Huigou" it seems that Tencent is unwilling to be an investor only, and its e-commerce dream has never been destroyed.
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