China's social industry penetration rate of up to 97%, not only grasp the attention and time of users in different circles, but also profoundly change the consumer decision-making and consumption chain, and gradually become a key position for brand development business increment.

On January 9th Tencent Advertising hosted the "Million Chains" 2020 Tencent Advertising Social Accelerator Launch, while working with the Boston Consulting Group (BCG) to share consumer and brand uphea changes in the social retail era. Tencent Advertising Social Accelerator completely dismantles the different demands of brands in various industries in the era of social retailing, aims at the different levels of transformation needs of the industry, provides targeted social capabilities and solutions for brands to accelerate, and substantially promotes brands to achieve the growth goal of "making traffic closer to transactions and promoting more efficient conversion".

Social retail penetration

Define a new era of retail in a social way

According to TMI Tencent Marketing Insights and BCG's 2020 China "Social Retail" White Paper, up to 82% of consumers have access to enough information to make a purchase decision through social media and other channels before they enter the sales channel. In addition, social platforms promote direct brand-to-consumer conversations and one-click purchases, blurring the boundaries of marketing and channels. Before and after purchase, 77% of consumers initiate social fission.

As Yang Li, managing director and global partner of BCG, explains on-site: "If 'social retail' is defined by 'branding the marketing or sales of consumer buying decisions through online social ecology', the value of social networking is no longer limited to reach and impact, but further triggers buying behaviour directly." Socialism is defining a new era of retail. "

The social retail infrastructure based on Tencent's ecology is also improving - in 2019, the number of active users of small programs has exceeded 300 million, creating more than 800 billion transactions, the growth rate of small programs GMV in key consumer goods industries has reached five times, and more eco-service providers have joined the wave of social retailing. "WeChat Ecology and small programs make up a better social retail ecosystem, which will be a new opportunity for brands, but also to further transform the brand's social traffic into business increments," said Zhai, managing director and global partner of BCG. "

Tencent Advertising Social Accelerator

In the new era of social retailing, how can brands take advantage of the potential to activate the commercial potential of social traffic? "The ecological revolution is taking place, and all industries have started to actively lay out social retailing to cater to the changes in consumption and build momentum," said Fan Wei, general manager of Tencent's advertising big customer sales operations and vice president of Tencent Smart Retail. This also makes the social to business transformation needs, showing a trend of diversification. The release of the social accelerator is precisely the hope that based on Tencent advertising's insight into the marketing needs of different industries, the 'transformation' proposition will be disassembled and combed to help brands choose targeted solutions according to industry characteristics and transformation goals. "

Based on its own social potential and ecological traffic, Tencent Advertising Launches Social Accelerator Solutions, which re-dismantles the growth needs of brand diversification and provides a targeted growth acceleration methodology based on transaction scenarios and conversion goals:

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For the "social accelerator" of the post-link transformation, Tencent Smart Retail Strategic Cooperation Department of product business planning head Wu Yumei concluded that Tencent smart retail products have achieved a comprehensive layout, from "traffic construction", "efficiency improvement" and "basic support" three core modules, to help brands in the social retail era to build online and offline traffic, stable and efficient support brand traffic to transaction transformation.

Based on the social accelerator's booster module for different conversion needs, Tencent Advertising is gradually bringing verifiable, replicable, product-based solutions to various industries, while hoping to partner with partners to continuously promote the sustainable development of the social ecology.

As the impact of social networking on business continues to ferment, social retail will increasingly become the focus of business participants. At the same time, brands also need to note that marketing based on social traffic and social media has become segmented and refined, blind social marketing can not really bring "win-win". Sorting out marketing goals and choosing partners who can provide targeted solutions are critical to a successful transition from "camp" to "marketing". As social retail sweeps into business, Tencent Advertising will continue to uphold the goal of "keeping traffic close to transactions", integrating ecological forces, constantly improving products and services, and allowing social dividends to serve substantial and long-lasting business growth.