Wechat Self Break O2O: Big Brand Evacuation

Although there are still many brands, such as Vero moda, Bo Yang home textiles and so on are still using the micro shopping system, but they are more or less using other public numbers to access other micro shop system.

Linked to Lin Qiao, vice president of Lingbei Garment Group, it said that the Vero moda micro mall is operating normally, and the result is good.

The head of WeChat, a brand dealer, pointed out that the most obvious reason is the lack of orders.

He said that his brand of micro shopping mall has long been no order.

"In 2013, the system of micro shopping was actually very advanced, and it soon came to the forefront of brands, and caught many offline resources.

But the fact shows that the direct business mode is more suitable for the brand name of the micro shopping O2O concept, the affiliate mode of line execution and coordination are weaker, it is very difficult to push forward.

The person in charge also pointed out.

Businessmen also say that WeChat's long term is open interface, so that businesses can play freely, and in the mall system development is still not mature enough, so in the process of cooperation is not smooth.

In addition, Tencent's "shepherd" status of the micro shopping operation has also made businessmen lose their sense of security. Some businesses even say that the micro shopping project has been stopped by Tencent officials and will not operate again.

A businessman revealed that the micro shopping system has been "not upgraded for a long time".

Vero moda said that the current micro shopping is by "(WeChat)" as a whole.

"

More user feedback to reporters, it encountered an embarrassing scene in the Only store of a shopping mall in Tianjin: the user tried to use WeChat to scan the two-dimensional code on the jeans tag, but was blocked by the clerk, and claimed that "WeChat shop is not our official, it may be a fake."

A WeChat team member revealed to reporters that the micro shopping project had not really run, and the micro shopping team remained in the WeChat business group to take charge of other businesses.

The reporter tried to contact Ye Shunfu, general manager of Tencent's Micro shopping, but his cell phone has been in the wrong state.

Public information shows that in November 2013, WeChat officially launched "micro shopping", positioning the "O2O integrated shopping platform", becoming a O2O strategic grade product after WeChat's "micro life".

Soon, the micro shopping and a series of traditional clothing brands to reach cooperation, and put Aya group as a benchmarking case.

People familiar with the matter recall that the first batch and second batch of merchants of micro shopping are invited by Tencent, and must be first line brands in the industry.

Compared with the "cock silk" playing at the time, they were the regular troops on WeChat.

Soon, micro shopping has caught up a large number of clothing brands.

The consumer scenario that micro shopping wants to achieve is actually very cool: consumers enter the brand shop, value a certain garment, scan the two-dimensional code on the tag, check the relevant collocation, or place it directly in WeChat, and distribute it to the store.

If consumers value a garment on WeChat, they can first collect it, experience it at the nearest store, and decide to buy it again.

Since the launch of the project,

It has been quite low-key. Until early 2014, micro businesses began to clarify to the outside world. There were many bad businesses on the market that were "Tencent shopping mall to fool the merchants to pay for their businesses", and invited Vero moda leaders to explain the way and value of micro shopping together to the media.

But it didn't last long. In May 2014, Tencent officially announced the cancellation of the electricity supplier holding company. Micro shopping and micro life were incorporated into the WeChat business group as its O2O business team.

June 2014, micro life team was

After entering the public comment, it became "public comment on micro life". The O2O of local life in Tencent came to an end.

As a kind of personal manipulation, O2O micro shopping has since been silent and gradually emerged from the commercial evacuation mentioned above.

A senior micro shop pointed out that although the two O2O "thigh" WeChat has been folded, it will maintain a more pure "connector" posture and open ability in the future, so that the third party service providers and businesses will have more room for development.

"From investment Jingdong, public comment and other Internet Co practices, Tencent's idea of electric business and O2O has been very clear, that is, do not personally operate, granting others.

From the pure diversion in the past to the present building chain. "

According to the reporter, WeChat has opened the two level entry shopping mall for Jingdong micro stores.