Tencent's e-commerce mini-program fosters creativity and shared interests.
Xiao'e Pinpin was first launched in April 2020 as a WeChat app in China. In a short time, the product was positioned as a community for incubating creative content. This e-commerce platform is a mini program relying on Tencent's social ecosystem encompassing diverse scenarios and large user groups. Also, this program accelerates an interpersonal network to allow users to share recommendations to their friends virtually while engaging with a trusted and sincere community.
The newly launched Xiao'e Pinpin app applies a similar shopping model to JD.com. As both are social e-commerce platforms, their principles are inclined to user experience by promoting a concept to make the online shopping experience more enjoyable. Xiao'e Pinpin offers a wide array of products from food supplies, beauty products, digital home appliances and other critical product categories.
On this app's homepage, it lists a set of most popular sold items on top to demonstrate a clear and intuitive layout of a shopping website. For consumers who first login this website, they can easily navigate to desired items and purchase with a high efficiency. Also, the website attaches the latest discount information to attract users with low-cost products by also appearing recommended items customized to customers’ shopping habits.
Furthermore, by May 12, this ecommerce mini program launches a new function to recommend the real-time popular products to consumers. By also offering a section for friends to share interested items, this platform induces a microblogging section for consumers to document their comments and feedback for different items.
Noticeably, this function significantly boosts the private domain traffic through assimilating the social networking in WeChat. Through this approach, this platform bridges consumers with products while including an exclusive account sharing system. So far, this program has generated over CNY 10 million and has continued to expand website traffic from multi-dimensional supports in all realms.
In addition, the platform can help consumers to find similar items that they are interested in by pasting a identification number of Taobao, the largest national ecommerce platform. In this way, consumers can spot the lowest-cost similar items while saving their time and money. It also offers a way for external conversion of directing traffic from the national largest ecommerce platform to this app. Unlike the pure consumption of interpersonal social e-commerce platforms, Xiao'e Pinpin focuses more on leveraging social relationships to promote transactions.