Tmall Premium
v8.0.34
Download Tmall Youpin. Tmall Youpin is a new lifestyle shopping applet launched by Tmall on the WeChat client. It is understood that Tmall Youpin currently only supports WeChat payment methods. Friends can use the WeChat applet: Tmall Premium products, enter the shopping experience.
As the largest social platform in China, WeChat is an important position for various e-commerce platforms to compete for. Tmall launched a mini program called "Tmall Youpin" on WeChat before the 618 event. According to the information of the mini program, it was renamed from "Meow Me" to "Tmall Youpin" in May this year. "Product" is the first time that Taobao's e-commerce retail mini-program has been named after "Tmall" and appeared on WeChat. Currently, “Tmall Youpin” mainly sells electrical products and also supports WeChat payment.
As the domestic traffic king, WeChat has become a position that cannot be ignored by various business platforms. Among them, the position of e-commerce in the WeChat ecosystem is becoming more and more important. Many e-commerce platforms use WeChat as an independent operating position for e-commerce business and create a series of e-commerce business matrices. Tencent has also launched a series of e-commerce retail businesses around the WeChat ecosystem starting in 2020, such as Xiaoe Pinpin, Go Xiangtuan, and Tencent Huiju.
The products sold in the "Tmall Youpin" mini program include mobile phones, home furnishings, home furnishings, small household appliances, etc., and trade-in is also supported. In order to attract consumers, the platform launched tens of billions of subsidies and Tmall 618 discount activities. For Taobao, this is the first time that such a large-scale event has appeared on WeChat.
The "Tmall Premium" mini program only supports WeChat payment when paying, and Alibaba's Alipay does not appear in it. The entire shopping process is completed within the mini program. In order to retain users, like Pinduoduo and JD.com, Tmall Youpin also launched a group chat function. After joining the WeChat group chat, consumers can see the latest event discount information and receive coupons.
Industry insiders believe that the launch of "Tmall Premium" is a major progress for Alibaba and Tencent in the context of "interconnection", and is also the result of the initial exploration of Taobao's e-commerce business in the WeChat ecosystem. However, “Tmall Premium” is just an electrical e-commerce mini-program and does not represent Taobao’s full strength within the WeChat ecosystem. If you want to truly build Taobao's business matrix within the WeChat ecosystem, comprehensive e-commerce businesses such as Taobao Special Edition and Xianyu need to appear in WeChat.
