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Will WeChat’s new interactive feature bring the role of influencers to an end?

Mainland China’s leading social media messaging app, WeChat, has launched a new feature, Good Product Circle, which aims to strengthen its social commerce capabilities. Photo: Shutterstock
Mainland China’s leading social media messaging app, WeChat, has launched a new feature, Good Product Circle, which aims to strengthen its social commerce capabilities. Photo: Shutterstock
WeChat

Mainland China’s top messaging app launches Good Product Circle – allowing luxury brands and retailers to drive sales directly through views of its one billion daily users

This article was originally written by Yiling Pan for Jing Daily

With the rise of apps, such as Little Red Book and Pinduoduo across mainland China, social media and e-commerce platforms have now begun to converge at unprecedented rates.

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WeChat, the nation’s uncontested top social media messaging app, which was developed by the Chinese technology giant, Tencent Holdings, is no exception.

WeChat’s Good Product Circle – built upon real consumers – is a fresh new possibility that lets normal people become influencers
 

In April, the platform quietly launched a new feature called “Good Product Circle” (好物圈), which looks like an effort to strengthen its social commerce capabilities for its more than one billion daily active users.

Good Product Circle is an extension of WeChat’s “Shopping List” feature, which came out last September.

The Shopping List feature was originally created to allow users to centrally manage orders and shopping carts that they have scattered among different WeChat mini-program stores.

The April update to Good Product Circle saw WeChat introduce a new interactive module, which allows users to recommend products, access friends’ recommendation lists and also socialise on the interface.

How Good Product Circle works. Photo: Kantar
How Good Product Circle works. Photo: Kantar

According to the consultancy Kantar Group, Good Product Circle allows users to share different e-commerce mini-program stores with friends, making the process of “grass planting [creating a demand] + shopping” – which is at the core of the social commerce trend in China – much easier and more seamless.

Users can share products from different platforms and interact with friends within Good Product Circle. They can also directly access merchants to buy products recommended by friends.