With the recent rise of social commerce apps like Little Red Book and Pinduoduo in China, social media and e-commerce platforms have now begun to converge at unprecedented rates.
In April, WeChat launched a new feature called “Good Product Circle”, which looks like an effort to strengthen its social commerce capabilities for its over one billion daily active users.
Good Product Circle is an extension of WeChat’s “Shopping List” feature, which came out last September. The April update to “Good Product Circle” saw WeChat introduce a new interactive module that allows users to recommend products,access friends’ recommendation lists, and socialize on the interface.
According to the consultancy Kantar Group, Good Product Circle lets users share different e-commerce Mini Program stores with friends, making the process of “grass planting [creating a demand] + shopping” — which is the core of the social commerce trend in China — much easier and more seamless. Users can share products from different platforms and interact with friends within Good Product Circle. They can also directly access merchants to purchase products recommended by friends.
Overall, the development of WeChat’s Good Product Circle will offer luxury brands and retailers in China another social commerce channel. But brands and merchants are required to change their promotion strategy — from a brand-centric approach to a product-driven one —in order to best utilize Good Product Circle.
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Source: Will This New WeChat Feature Become the Next Social Commerce Mecca?——Jing Daily