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Chinese electronics giant Haier to open 1 million WeChat stores by 2016 as firm targets e-commerce

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Electronics giant Haier is counting on Tencent messaging app WeChat to help it expand its e-commerce platform. Photo: Reuters

Chinese electronics maker Haier aims to have 1 million vendors on popular messaging app WeChat selling its home appliances within the next year, amid plans to build the largest network of WeChat stores in a bid to step up e-commerce efforts, according to a senior executive.

Haier Electronics chief executive Zhou Yunjie told reporters on Tuesday that the company currently has 100,000 vendors on WeChat through a platform set up to support sellers on the app, launched in July.

WeChat, owned by Chinese internet giant Tencent, allows any user to set up a store within the app. Transactions are processed through the WeChat Payments platform.

Haier already has more than 10,000 brick-and-mortar stores in first tier Chinese cities, where residents have higher spending power. The firm plans to drastically ramp up its WeChat store network in order to expand its e-commerce offerings throughout the country.

Through the Haier platform, individuals can set up a WeChat store selling Haier appliances for a 2 per cent commission. Store owners attract customers by promoting their store on the WeChat Moments feature, which allow users to post updates to friends.

“[To open a Haier WeChat store], you just need to download an app. It’s very straightforward,” Zhou said.

In a bid to expand the reach of its online stores, Haier has also simplified the registration process for its 60,000 employees, who are able to easily set up a WeChat store by logging in with their employee number.

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