Tencent Live launched a new feature Product Window that merchants can use to display added products to the live broadcasting sessions. Merchants can also associate live broadcasting with products from Weidian or JD.
The Product Window also supports merchants with live broadcasting data including transaction and traffic data so that they can optimize their live broadcasting.
The Product Window can display products on the live broadcasting screen that are added from Weidian and JD so that viewers can click and complete the purchase in the corresponding platform. And, it doesn’t offer integration from other e-commerce platforms.
On May 10, 2019, JD renewed the strategic cooperation agreement with Tencent, for a period of three years starting from May 27, 2019. Tencent will continue to offer the company prominent level 1 and level 2 access points on its WeChat platform.
Weidian is a popular tool among individual sellers to sell on WeChat. It’s a product of Koudai Gouwu, which Tencent invested in.
Not all products can be added; only products meeting the following criteria can be added to Tencent Live Product Display:
- available in the affiliate program of the corresponding e-commerce platform
- the commission must be at least 20%
- a minimum number of one sale in the past month
Anchors can sell either its own products or others’.
Though still in testing phase, Tencent launched the live broadcasting tool for WeChat Official Account (OA) in March 2019. And, Tencent Live integrated live streaming with its mini program in September 2019.
Brands can embed HTML5 based product on its mini program as an entry to its live streaming. Followers and fans can click to open Tencent Live to watch live streaming. Live streaming audiences can click on a button in the live stream to open the product listing and visit the mini program to make a purchase.
Live broadcasting has become an important weapon for etailers in China to increase sales.