21 Dec 2023

WeChat expansion in e-commerce with JD, Xiaohongshu (Redbook) integration

WeChat launched WeStore in 2020, an online mini store program that includes luxury brands such as Gucci and Givenchy with WeChat mini-programs inside JD and Redbook.

WeChat integration with Redbook

According to Xiaohongshu, the integration with WeChat Mini is limited to very few merchants, testing out the integration includes French luxury brands YSL and Givenchy. 

Redbook launched its “brand account” in April 2019 to minimize the steps of the content to the transaction and direct access to the brand flagship store of Redbook. The role of the brand accounts is to connect its consumers to the brands better and complete on-stop closed-loop marketing. 
The company upgraded its brand account to an enterprise account in March 2020. Businesses and owners with business licenses can now register for the enterprise account, and the scope of the entities is broader.
By the end of 2020,Redbook had more than 65,000 brands with an annual growth rate of more than 100%. Amongst the brands, 87% are incredibly active, publishing content more than once a week, regarding the brand account of Redbook as the essential way of new product releases and daily marketing activities. 

WeChat Integration with JD

Consumers can directly access brands within the WeChat Mini program in the JD App. Louis Vuitton is accessible now to consumers when searching and clicking on products, sending them directly to the official WeChat Louis Vuitton Mini Program inside the Jingdong app. 
WeChat Mini programs reached 400 million in 2020, with the transaction per user increased by 67%, and the number of active mini-programs increased by 75%, and the number of program transactions increased by 68%. 
GMV of WeChat Mini programs deemed the most critical in 2020, with a figure increased by 100% year on year. 

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