Wechat Will Launch The O2O Project For The Physical Retail Format This Week.

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< p style= "text-align: center" > WeChat will launch this week's O2O project for entity retail format < /p >

< p > WeChat's development is believed to be obvious to all, and is even more rapid. Binding customer interaction marketing is a unique way of WeChat public platform.

Huang Zhanqian, general manager of the micro era: he also expressed his views on the strategy of developing WeChat department store 020.

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< p > WeChat will launch the O2O project for the entity retail format this week, thus completing the important part of e-commerce in WeChat commercialization.

At that time, offline stores can be sold online by WeChat, and users can enjoy various preferential services from WeChat to offline stores.

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< p > it is understood that the first batch of pilot enterprises of WeChat will be launched in Shenzhen, and Tianhong mall is expected to become the first department store in the country to reach a strategic cooperation with WeChat.

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< p > "this project should be available this week and will not exceed the Mid Autumn Festival at the latest."

According to the relevant person in charge of Tianhong shopping center, WeChat is trying to make Shenzhen Tianhong mall a benchmark for WeChat O2O. Then it is expected to replicate the mode to stores in more stores in Tianhong mall by the end of October.

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< p > it is reported that the Limited by Share Ltd has opened 34 direct shopping arcades and 2 franchised shopping malls in Shenzhen, Dongguan, Huizhou, Fuzhou, Xiamen, Nanchang, Changsha, Jiaxing, Suzhou and Beijing.

At the same time, the Chinese chain top 100 companies also have an online B2C e-commerce platform, Tianhong online mall.

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< p > the rainbow related personage introduces that the basic logic of WeChat and physical department store O2O project is completely designed according to the retail business, using WeChat's public account built-in custom menu, to make some of the department store products WeChat end visualization.

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< p > this also means that department stores can move offline business to WeChat public platform and launch sales in the form of WeChat stores.

Huang has discovered that under this correlation, WeChat can also achieve the following important functions: < /p >

< p > 1., through the membership system of entity department stores, users can use WeChat as membership card; < /p >

< p > 2. users can purchase and pay directly on WeChat (or phased implementation); < /p >

< p > 3. purchase gift cards on WeChat; < /p >

< p > 4. users can subscribe to their favorite brand in the store, breaking the logic of frequent sales promotion and harassment of users.

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< p > in addition, the new WeChat will also achieve new product experience booking, membership activity inquiries, pre sale registration and other functions, so as to reduce the information asymmetry of shopping malls and users in many aspects.

It is understood that at present, the function of WeChat first phase of Tianhong mall has been completed, and the two phase function will be extended to food reservation, merchandise pre-sale and so on.

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< p > to WeChat, the relevant person in charge of WeChat did not acknowledge the business of "WeChat opening up", but revealed that WeChat will have a major update in late September, and related businesses will be held by Tencent's Micro life team.

The official said that WeChat's commercialization and cooperation with restaurants, KTV, department stores, hotels, scenic spots and other formats in O2O have been in progress, but it did not emphasize the relationship between the new adjustment of WeChat and the physical retail format.

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< p > it is understood that as early as May 2012, WeChat launched the "micro life" dedicated to e-commerce and O2O solutions, and integrated the WeChat members and offline entities shop through the two-dimensional code scanning in the form of WeChat membership card.

This way allows brand merchants to get a large number of "quasi members" quickly, but the WeChat membership card aims at three main categories: restaurants, cinemas and hotels.

The only commercial real estate such as joy city and Wanda is just trying to promote members' interaction and promotional information on WeChat's public accounts.

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< p > obviously, sitting on 400 million of WeChat, as a CRM management tool, is more attractive to the larger brand chain stores, but if we just stay in the simple push information, it is still difficult to meet Tencent's expectations and requirements for its commercialization.

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< p > Huang revealed that the cooperation between WeChat and Tianhong shopping malls and other department stores may still follow the appellation and concept of "micro life", but in fact, Tencent has been preparing for many times and has merged many departments and products.

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< p >, but for WeChat's "micro life" has not been clearly divided into patterns, the WeChat also gives specific solutions.

"The specific proportion is temporarily inconvenient to disclose, but it must be strategic cooperation. Tencent is not free."

The above pointed out that in view of the short operation of Tencent's online operation and promotion capabilities, it is highly likely that agents will be able to complete the expansion of the offline business chain.

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Less than P, the worry from the traditional department store is that its goods management capability is relatively weak. If we pfer the goods under the line to WeChat platform, we need to fully communicate with the suppliers and get the support from suppliers.

In this regard, Shenzhen Tianhong Department Store is not worried.

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< p > "before the WeChat terminal, stores in all areas already have public accounts, trying to connect online and offline."

Tianhong said that it would build a public account in the name of the company to achieve a two-line interaction of the entire brand.

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