---
title: "Comprehensive Layout in WeChat Market, JD.com Proposes a Package of Social E-commerce Solutions"
description: "JD.com, as one of the first retail platforms to enter the WeChat ecosystem, has proposed a comprehensive set of social e-commerce solutions based on its unbounded retail blueprint for the WeChat social ecosystem, aiming to help brands connect social traffic with retail and achieve traffic precipitation, operation, and conversion."
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published: "2018-05-05"
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# Comprehensive Layout in WeChat Market, JD.com Proposes a Package of Social E-commerce Solutions

> JD.com, as one of the first retail platforms to enter the WeChat ecosystem, has proposed a comprehensive set of social e-commerce solutions based on its unbounded retail blueprint for the WeChat social ecosystem, aiming to help brands connect social traffic with retail and achieve traffic precipitation, operation, and conversion.

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Changes in consumption and technological innovation are driving the arrival of the fourth retail revolution. In an era where individual behavior is increasingly personalized, diversified, and fragmented, how to reconstruct the relationship among people, places, and goods with meeting people's needs as the core has become an unavoidable topic for all participants in the era of unbounded retail.
To solve this problem, WeChat has become an important battleground that many retail participants must face directly. As one of the most representative "places" of unbounded retail, WeChat not only has over 1 billion monthly active users, but its platform attributes that precisely match the characteristics of the SOLOMO (social, local, and mobile) era also allow it to complete the improvement and extension from a single social platform to a diversified platform for shopping, entertainment, information, etc., gradually becoming a super-traffic aggregation platform.
In the post-e-commerce era where the traffic dividend is gradually exhausted, **how to undertake the considerable social traffic in WeChat and complete the precipitation, operation, and conversion of traffic in the social ecosystem?** As one of the first retail platforms to enter the WeChat ecosystem, JD.com has given its answer based on its released WeChat social ecosystem unbounded retail blueprint.
**Based on the WeChat market, start the "unbounded business" of the "social center"**
Based on the diverse needs of a huge user base, WeChat has long reconstructed an unbounded ecosystem in the centralized social entrance. WeChat's decentralized ecosystem construction is highly consistent with the development trend of unbounded retail, which also makes brand owners full of unlimited expectations for market opportunities in the WeChat scenario.
In this regard, JD.com, which obtained a first-level shopping entrance on WeChat in 2014, has long used its first-mover advantage to begin its own layout in social e-commerce.
Specifically, **JD.com's retail layout under the WeChat ecosystem is mainly divided into three parts:**
  * **The first is the shopping entrance based on the WeChat ecosystem**, which currently mainly includes JD.com's first-level shopping entrance on WeChat and the second-level shopping entrance that has been fully mini-programized. Through these two shopping entrances, JD.com has achieved the interconnection of data between on-site users and social users, enabling a more accurate understanding and service of users;
  * **The second is JD.com's product layout based on social content attributes**, represented by the Shopping Circle. This is a shopping guide ecosystem established through social sharing content based on the friend relationship chain. By presenting users' WeChat friends and celebrity influencers' "planting grass" (product recommendations) in the Shopping Circle, users can interact in real time and follow purchases;
  * **The third is the marketing products launched based on WeChat's social sharing attributes - "JD Pinduo" and "Send Gifts"**, which are based on JD.com's rich brand merchant resources and service advantages. Through interactive behaviors and scenario creation with sharing attributes, they seamlessly integrate retail functions into the social relationships of WeChat friends, thereby promoting the continuous fission of social traffic resources and helping merchants achieve explosive sales growth.
Take the performance of JD Pinduo as an example: In 2017, JD Pinduo brought a 40% increase in transaction volume for the merchant "Qingliang Yidu", and the orders introduced by single-item purchases across the store reached more than 6 million; in this year's March "Pinduo Festival", the peak daily number of new users brought by the activity was as high as 6 times the average daily value before the activity; the order volume on the first day of the "Pinduo Festival" achieved a growth of 26 times compared with the average daily order volume before the activity; currently, JD Pinduo, with an annual order growth rate of 10 times, has become a powerful tool for acquiring new customers and promoting sales for middle and tail merchants.
**From a retail participant in the WeChat market to an ecosystem builder**
In the era of unbounded retail, JD.com has always positioned itself as a service provider of retail infrastructure. In this regard, while deepening the layout of retail formats in the WeChat market, JD.com is also committed to exporting its rich resources and experience to become a builder of the retail ecosystem in the WeChat market - and under the "catalysis" of WeChat mini-programs, JD.com has achieved breakthrough progress in this role transformation.
**On April 24, at the "Unbounded Empowerment · Open Breakthrough - JD.com Social E-commerce New Ecosystem and JD.com Kepler Light Mall Mini-Program Launch Conference", JD.com officially launched the Kepler Light Mall mini-program.**
Light Mall provides services for brand merchants that have not yet settled in JD.com Mall. Through the "one-click generation platform", it can help brand merchants complete the construction of retail stores in the WeChat market within as fast as 1 day, providing a convenient channel for merchants to open brand retail business in the WeChat scenario through technological empowerment. With the launch of Light Mall, coupled with the previously provided Jing Mall services for brand merchants settled in JD.com Mall, JD.com has completed the construction of a track that connects social and retail scenarios based on mini-programs in the WeChat ecosystem. And JD.com is also accelerating its transformation into a retail service provider in the WeChat ecosystem. According to statistics, more than 2,000 brand merchants, including all P&G brands, Unilever, and HLA, have completed their retail layout in the WeChat ecosystem with the help of Jing Mall mini-programs.
In addition to helping brand merchants open up the retail track, JD.com has also prepared a package of social e-commerce marketing solutions for brand merchants deeply cultivating the WeChat market. **This upgrade of the Kepler mini-program platform has carried many of JD.com's marketing products: including JD Direct Investment, JD Fanli, Jingfen Plan, and Social Cube, etc.**
Among them, the marketing of Jingfen Plan and Social Cube is carried out based on communities: The Jingfen Plan is to establish a CPS-based marketing ecosystem in the social ecosystem by targeting precise audiences in scenarios such as WeChat groups and news comments, helping brand merchants complete traffic precipitation in the WeChat ecosystem; Social Cube provides merchants with a templated platform for creating and launching social marketing activities. The marketing models of JD Direct Investment and JD Fanli are based on advertising: Based on the Jingteng traffic interconnection ecosystem, JD.com uses WeChat mini-program advertising and JD Direct Investment to help merchants achieve precise traffic diversion in the social ecosystem; at the same time, JD.com can also feed back merchants' advertising investment to consumers in the form of coupons, rebates, etc., using the "JD Fanli" product to help merchants improve traffic conversion.
The various marketing solutions provided by JD.com based on the social ecosystem for merchants have already achieved initial results. Taking "Social Cube" as an example, in the "JD Fun Festival" initiated by JD WeChat Shopping earlier this year, 12 interactive marketing activities were generated through "Social Cube", and 6 of them were innovative gameplay that met users for the first time; the cumulative participation of these interactive gameplay exceeded 50 million person-times, with a total interaction time of more than 7 million minutes, and nearly 1.4 million people participated in these interactive marketing activities for the first time, helping brand merchants maximize exposure and new customer acquisition.
**Open empowerment to build a "super alliance" for the social ecosystem**
After opening up the channel between social and retail, regarding JD.com's future business layout model in the social ecosystem, Dr. Li Kefeng, Vice President of JD Group and Chairman of the Technical Committee of JD Mall, said, **In the social ecosystem, JD.com not only provides services for merchants, but also unites WeChat, service providers, traffic parties, etc., to jointly build an open empowerment ecosystem and form an unbounded retail alliance based on the WeChat social platform.**
▲ **Dr. Li Kefeng, Vice President of JD Group and Chairman of the Technical Committee of JD Mall, delivered a speech**
"Retail, as the mini-program field with the highest traffic share, is a scenario that WeChat pays close attention to. In deepening services for this scenario, JD.com's long-term capability accumulation in the retail industry and its in-depth strategic cooperative relationship with Tencent are important partners for us to improve WeChat ecosystem services." said the WeChat team. In the future, Tencent will also join hands with JD.com to provide brand owners and users with better services and experiences through more resource integration and coordination within the WeChat ecosystem.
In addition to continuing to deepen its cooperation with Tencent, JD.com is also committed to uniting service providers and traffic parties to provide brand owners with more efficient, convenient, and accurate one-stop retail service support in the social ecosystem. Specifically, after JD.com opens the retail channel for brand merchants in WeChat through the Kepler mini-program platform, it will unite third-party ISV service providers to help merchants achieve more customized functions beyond the basic transaction process based on their diversified demands.
▲ **In the roundtable forum, representatives from JD.com, brand owners, and service providers discussed the innovation opportunities and development prospects of social e-commerce in the WeChat market**
"If JD.com provides relatively standardized service content for merchants, as a service provider, Yike is committed to meeting the diversified and subdivided demands of brand merchants. For example, we will conduct secondary development of functions for brand merchants based on the Kepler mini-program to help them better lay out the retail market in the WeChat ecosystem." said Min Jie, founder and CEO of Yike.
From opening the Kepler mini-program platform to joining forces to build a new social e-commerce ecosystem, JD.com's unbounded retail solutions based on the WeChat market are bound to form a win-win situation in the social ecosystem - for brand owners, based on JD.com's one-stop retail solutions, they can not only quickly complete data interconnection and operation in various scenarios and channels, but also quickly complete their retail layout in the social ecosystem; for service providers, through cooperation with JD.com, they can quickly connect to brand owner resources; for JD.com, by continuously deepening unbounded retail services under the social ecosystem, it will further strengthen its advantageous position in the post-e-commerce era, and ultimately upgrade consumers' unbounded retail shopping experience by integrating internal and external resources.
Source: JD.com Blackboard News
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