Tmall has encountered a menacing new opponent.
The WeChat platform has begun to focus on the big cake of fashion e-commerce. Yesterday, the new version of WeChat 6.6.0 was officially launched in the official boutique. This is another platform that can connect merchants and consumers after mini programs.
Unlike before, this time WeChat officials rarely promoted it vigorously. What the industry did not expect is that WeChat is now also launching an attack on the fashion field.
Consumers can find out by clicking on WeChat, choosing to search, and entering the brand name to see the brand’s official boutique, official public account, and exclusive customization information.
Through this function, WeChat creates a virtual shopping environment for consumers, who can search for brand products they want to buy based on their own needs.
The brands that have now opened the “official boutique” function are all first-line brands from around the world. Including Cartier, Gucci, Lancome, Longchamp, Louis
Vuitton Louis Vuitton, Michael
Kors, Montblanc, NIKE, Starbucks, Swarovski, Tiffany and fast fashion ZARA.
Judging from the statistics of registered brands, it is not difficult to infer that WeChat’s “official boutiques” are on the mid- to high-end route. LV and Gucci are the first to enter domestic third-party platforms to provide online purchasing services. There is no doubt that these brands are all Tmall. Something I have always wanted to compete for.
What is meaningful is that in addition to checkout modes such as WeChat payment and cash on delivery, users can choose Alibaba’s Alipay to check out.
Some analysts pointed out that the launch of the “official boutique” function, relying on WeChat’s powerful social network, allows consumers to make purchases within WeChat, which will undoubtedly create competitive pressure on Tmall.
As domestic consumption continues to upgrade and high-income groups continue to expand, brands are seeking the right channels to communicate with Chinese consumers. At the same time, Tmall and JD platforms are also vying to invite brands to settle in.
However, whether brands will choose Tmall or WeChat to enter the Chinese e-commerce market has always caused the industry to wait and see.
Some analysts pointed out that at present, consumers still have doubts about the low prices of products. What JD.com and Alibaba need to solve is how to make online shopping consumers feel at ease without worrying about the authenticity of the high-priced products they buy.
According to statistics, Tmall, which has 500 million high-quality user big data, has attracted a number of fashion brands to settle in this year. The new one is Stella, a subsidiary of Kering Group, the parent company of Gucci.
McCartney.
In addition, LVMH Group’s five major business divisions, including fashion leather goods, have also gathered on Tmall, including Guerlain, Make Up For
Brands such as Ever, Sephora and brand Loewe have settled in last year.
However, as WeChat’s user stickiness continues to increase and its intrusion into the e-commerce field accelerates, Tmall has reason to feel wary.
According to the newly released “Chinese Product E-Commerce White Paper”, the average age of Chinese product consumers is 25 years old, and 75.6% of them obtain fashion and brand information through digital channels such as brand official websites, apps and social media.
The “China Internet Trends 2017” report found that users on WeChat spend an average of 66 minutes a day connecting with friends and family, shopping, reading news and paying. It has extremely strong stickiness and extremely high usage rate, which is very important for brands. There are 66 minutes every day to connect with Chinese consumers via WeChat.
Some analysts pointed out that WeChat has become an influential platform for Chinese product consumers. The American fashion media WWD also believed in an analysis and comment earlier that compared with e-commerce platforms such as Tmall, WeChat, which has a simpler environment, is an option for brands to enter the Chinese e-commerce market.
According to statistics from a report by L2, 95% of the 107 brands currently entering China have opened WeChat accounts, and the data is higher than that in 2014
It increased by 87% year-on-year, showing explosive growth. As of May this year, 6% of fashion brands and 14% of watch brands have opened stores on WeChat.
In November last year, the American affordable luxury brand Coach suddenly closed its Tmall flagship store, and instead joined the camp of Cartier, IWC, Montblanc and other brands, choosing to establish a purchasing platform on WeChat. This is the second time Coach has withdrawn from Tmall since it entered Tmall in 2015. The brand entered Tmall for the first time in 2011, but the stay was less than two months. Due to conflicts in the anti-counterfeiting cooperation between the two parties, Coach decided to withdraw from Tmall. cat
.
In fact, brands boldly testing e-commerce on WeChat started with Dior, which sold handbags on WeChat last year.
Without any warning, Dior announced on its official WeChat public account platform in the early morning of August 1 last year, “Lady Dior
“Small handbags are limited to Chinese Valentine’s Day and are officially on sale in online boutiques”, Fashion Headlines reported on this, triggering extensive discussions in the industry. Later this year, more than 10 brands tested the sale of limited edition handbags on WeChat, and the average time was half a day. Sold out quickly within time.
According to a research report released by McKinsey in April, 31% of WeChat users surveyed used WeChat to shop, which was twice the number last year. The report also pointed out that it accounted for 25% of total consumption. To 30% of the consumption of clothing and personal care products is mostly impulse consumption.
In order to better attract brands, WeChat launched a mini program earlier this year that is lighter than the WeChat official account.. The characteristics of the mini program are that it does not require installation, is at your fingertips, can be run away after use, and does not need to be uninstalled.
, through nearby mini program functions, brands can better connect online and offline channels to increase store traffic and provide a better service experience.
Some analysts believe that WeChat mini programs will not only be a potential platform for online marketing in the future, but also have the potential to develop e-commerce.
It is worth noting that the brand testing the WeChat mini program is Longchamp. On April 20, Longchamp announced a strategic cooperation with WeChat and launched two mini programs: “Longchamp Paris Progress” and “Longchamp Personalized Customization Workshop”.
In August this year, Michael
Kors officially launched a service mini program for the product industry to further promote the brand digitalization process. This WeChat mini program is mainly targeted at brand members. The platform will host the brand’s Greater China member loyalty program, providing customers with more brand benefits, complete after-sales services and professional online fashion consultants.
Tag:
