This is also contrary to WeChat’s long-standing philosophy of “restraint”.

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With low advertising penetration, no traffic and resources tilted towards big anchors, and no special support for merchants, WeChat e-commerce is now quiet. Can video accounts return with equal rights to accounts and reshape the live streaming industry? This is a question that cannot be answered.

Last words

At present, Video Account is in a stage of rapid business iteration. Compared kenya whatsapp number data 5 million Douyin, its overall infrastructure is not mature and complete enough, such as imperfect business tools, after-sales and compliance issues, etc.

In response to this, Tencent also responded positively in the above-mentioned earnings call: "In fact, there are many functions we need to build, such as infrastructure, new customer service and consumer experience need to be improved, and there are many merchant tools we need to provide."



However, these are not really big problems. The problems that are currently occurring in WeChat stores have also been experienced by Douyin stores. These will be improved over time. Supply chain construction and whether the content can remain attractive to users are the issues facing video account e-commerce.

For brands, WeChat traffic cannot be ignored. According to estimates by Orient Securities, the potential ceiling of WeChat live e-commerce GMV is about 3.6 trillion, which includes both private and public domains.

At present, many businesses and brands have seen performance growth beyond expectations.

For example, Weiyu Times, which focuses on celebrity-led sales on video accounts, saw a 30% year-on-year increase in brand merchant cooperation during the Double 11 shopping festival this year, with a total of 1.237 million orders and a total transaction volume of 150 million yuan. Merchants on video accounts that have seen good growth this year, such as Lin Qingxuan, Leshi, and Luotuo, have also seen a substantial increase in the merchant group, and many merchants have also seen good growth in performance.

Therefore, everyone is watching with bated breath. After experiencing the rapid growth of TikTok, no one wants to miss out on any dividends of a platform's growth period.

References

1. Alphabet List: It’s time for Video Account to find a CEO

2. Yibang Power: Major changes after the upgrade of WeChat Stores: Some people leave, some people break through the ceiling. Can Video Accounts really work?