Xinjian Lin, founder of Beijing Wechat Business Expo, said at the meeting that industry data showed that after five years of development, the total market size of WeChat business industry reached 300 billion yuan in 20 16, and it is expected to exceed 600 billion yuan in 20 17. In 20 16, the number of employees in wechat business was about 20 million, and it is expected to reach 30 million in 20 17.
Coexisting with the rapid development are some problems that need to be integrated and transformed urgently.
Xu Jingquan, Secretary-General of the Beauty and Cosmetics Chamber of Commerce of the All-China Federation of Industry and Commerce, said at the WeChat Business Economic Forum held at the same time of the exhibition that in the past year, the industry of WeChat business in China has developed very rapidly. The development of WeChat business is only a few short years, but these years have brought inexhaustible development impetus to China's economy, especially the cosmetics industry in FMCG. Wechat business mainly deals in beauty cosmetics and health products, which shows that FMCG industry does have unique channel characteristics in WeChat business. At the same time, Xu Jingquan pointed out that there are many sectors of WeChat business that need to be integrated and transformed.
Jiang Ruxiang, a doctor of economic sociology, pointed out the business logic of WeChat business. Wechat business can acquire customers through social platforms such as friends circle, micro-group, live broadcast, WeChat official account, etc., but the cost of acquiring customers by WeChat business is incomparable to that of traditional e-commerce and retailers. It is very expensive for stores to acquire customers from e-commerce platforms such as Tmall and JD.COM. Traditional businesses, especially retail, are facing the pressure of high rents. "The market will always grow up from the initial grassroots. Just like the self-employed and township enterprises started a brand-new private economy and market economy in China 30 years ago, 10 years ago, countless small sellers on Taobao started the online shopping era in China, and WeChat business started a brand-new business model. The emergence of WeChat business allows everyone to start a business with a mobile phone and thousands of dollars. "
However, as WeChat shopping has become a new shopping channel for consumers, the problems that follow have also increased. According to the data recently released by the Beijing Municipal Administration of Industry and Commerce, WeChat shopping has gradually become a new hot spot for complaints. According to the relevant personage of Beijing Administration for Industry and Commerce, in February this year, two hotlines, 123 15 and 963 15, received complaints about shopping through WeChat respectively, mainly because the other party did not deliver the goods after payment, and the products sold by the merchants were "three noes" and counterfeit products. From the analysis of the situation reflected by consumers, consumer disputes arising from personal transactions through WeChat account for a relatively large proportion.
Traditional brands seek transformation, and WeChat business has become a breakthrough.
Under the multiple pressures such as the continuous decline in store traffic and the increase in store costs, traditional brands are undergoing transformation and development. Wechat business attracts more and more traditional brands with its low operating cost.
The "20 16 Research Report on the Development of WeChat Business Industry in China" issued by internet society of china WeChat Business Working Group shows that the branding of WeChat business will be one of the eight major trends in the future development of WeChat business industry.
At present, brands such as renhe group, Tongrentang, Zheng Xiu Pharmaceutical, TCL, Zhongtong, Yaqian, Baiqueling, Yiyi Bucao, Wahaha, Supor, COFCO, Antarctic, Mengniu, Handu Yishe, Aikang and Boyang Home Textiles have all entered the ranks of WeChat merchants.
Wang Ling, a participant from Cizhi Jianyi (Shenzhen) Technology Co., Ltd., said in an interview that although some WeChat commercial products are "three noes", false propaganda, tax evasion and other behaviors are the chaos in the WeChat commercial industry in previous years, and many people's impressions of the WeChat commercial industry still remain in the previous years, but it is a trend for traditional brands to enter the WeChat commercial industry. "The company has been doing it for many years and has experienced many channel transformations. Physical stores are really hard to do, and labor and rent are very expensive. After Ma Yun put forward the new retail concept, we are also exploring. We have experience in channel control, and the key is how to make new products land. We also reject many practices of WeChat business. If we enter WeChat business in the future, we will learn its essence. We don't rely entirely on the circle of friends for marketing, but combine the entity with the network, improve service awareness on the basis of traditional channels, and then amplify the power of the network. The transformation of traditional enterprises is very difficult. We have also made great determination and are now conducting repeated argumentation and consideration. " It is reported that Nakaki Kenichi was originally a customized foreign trade export company. At present, the company plans to launch a series of eye massage smart wearable products, and intends to learn from the marketing methods of WeChat business.
Big brands bring their own traffic, and the brand effect can attract many agents. However, the former trader of Beijing Tongrentang, WeChat Business, said at the WeChat Business Economic Forum that more and more big brands have entered WeChat business, including some well-known century-old brands and listed companies, but the traditional enterprise thinking is relatively conservative, and it cannot keep pace with the times under the new e-commerce model. For example, in the WeChat business industry, the timeliness of posters and videos is very important. In big brand enterprises, posters and promotional videos often take a long time to pass the audit of the public relations department or the legal department, so big brands are not as timely as the old WeChat business.