In an attempt to revolutionize mobile apps in China, creator of WeChat Tencent offered WeChat Mini Programs just last year as the “upgraded version” of mobile apps. Mini Programs are low memory apps located inside the WeChat app and can be used such as normal apps without the need to install in the device.
When the Wechat Mini Programs came out, it became such as big hit among Wechat users. In fact, according to 2018 statistics, WeChat Mini Programs garnered a total of 170 million daily users with 50% of the users come from the lower tier cities. Also, by January 2018, a total of 580,000 Mini Programs were made for the users to enjoy.
The most amazing thing about Mini Programs is that they are exactly like apps but easier to use and not heavy on the phone memory. There are Mini Programs for stock market monitoring, taxi booking, hotel booking, flight booking, and most recently, Wechat eCommerce stores. Slowly, Mini Programs may possibly replace actual mobile apps like the ones you download from Google Play.
The Introduction of eCommerce In Mini Programs
Just like regular apps, various developers in China have been experimenting with different kinds of Wechat eCommerce models. According to general manager of Wechat Open Platform Hu Renjie, there are three models of eCommerce found in the Wechat Mini Program market. These are:
Just like regular apps, various developers in China have been experimenting with different kinds of Wechat eCommerce models. According to general manager of Wechat Open Platform Hu Renjie, there are three models of eCommerce found in the Wechat Mini Program market. These are:
Platform eCommerce
Platform companies have been seen creating Wechat eCommerce platform in the Mini Programs itself to promote their stores. They make their own Mini Programs so that they can take advantage of the big user base that Wechat has.
Brand eCommerce
These platforms refer to membership type of systems that allow points, purchases, coupons, and other types of special member privileges for those who want to become loyal members. They also have group deals and other special discounts for members.
Content eCommerce
Content eCommerce refers to original content that is related to eCommerce. Content companies make use of Mini Programs so that they can spread their promotions throughout Wechat. Although this is not as widespread as the other two platforms, Wechat will also look into helping these types.
Each of these platforms makes use of the revolutionary Mini Program market because of the untapped oil well of followers found there. Since Wechat has about 900 million users or more with a lot of them using Wechat Mini Programs, businesses can tap into this big user base to sell their products, their services, and their memberships.
The Technology That Mini Programs Use
Aside from Mini Programs riding on the technology of the Wechat platform, it also makes heavy use of QR code technology and the existing Wechat Pay platform. For example, KFC has its own Mini Program that works pretty much like the existing KFC app. Customers of KFC will be given a QR code that can be scanned by their Wechat apps. This will allow them to access the KFC Mini Program where they can order from KFC and check out promos.
Aside from Mini Programs riding on the technology of the Wechat platform, it also makes heavy use of QR code technology and the existing Wechat Pay platform. For example, KFC has its own Mini Program that works pretty much like the existing KFC app. Customers of KFC will be given a QR code that can be scanned by their Wechat apps. This will allow them to access the KFC Mini Program where they can order from KFC and check out promos.
Aside from QR code technology, Mini Programs also ride on the Wechat Pay system to pay for whatever purchases that customers make while using the app. For example, if you’re paying for in-game purchases when you play a game, you can use the Wechat Pay digital wallet to make the transaction. That way, you won’t have to worry about using your card.
Enhancing KOL Sales Campaigns And Social eCommerce
With regard to KOL sales campaigns, eCommerce platforms will have a really swell time using Mini Programs for promotion. In fact, luxury boutiques have made their own Mini Programs for successful campaigns. Examples of retailers like these are Gogoboi and Shiliupo. More boutiques and online stores are expected to benefit from Mini Programs as the platform develops itself.
With regard to KOL sales campaigns, eCommerce platforms will have a really swell time using Mini Programs for promotion. In fact, luxury boutiques have made their own Mini Programs for successful campaigns. Examples of retailers like these are Gogoboi and Shiliupo. More boutiques and online stores are expected to benefit from Mini Programs as the platform develops itself.
Of course, we’ve also got social eCommerce on the table. With social eCommerce (like Wechat eCommerce shop), local shops can help give customers a good shopping experience. This can also be done through Mini Programs. Their Mini Programs will give a more interactive shopping UX for existing customers.
Conclusion
With Wechat Mini Programs probably becoming the next biggest thing in China, we can anticipate the eCommerce industry to boost even further. In fact, maybe Wechat eCommerce will become a separate entity in itself. Probably the only challenge that Wechat may be facing would be how to further promote the use of Wechat eCommerce through Mini Programs. However, Wechat seems to be addressing that pretty well. With the growth and development of Mini Programs, we can expect the overall Wechat eCommerce statistics to increase over time.
With Wechat Mini Programs probably becoming the next biggest thing in China, we can anticipate the eCommerce industry to boost even further. In fact, maybe Wechat eCommerce will become a separate entity in itself. Probably the only challenge that Wechat may be facing would be how to further promote the use of Wechat eCommerce through Mini Programs. However, Wechat seems to be addressing that pretty well. With the growth and development of Mini Programs, we can expect the overall Wechat eCommerce statistics to increase over time.
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