When it comes to social e-commerce, the first thing that comes to Chinese people’s mind is WeiShang (WeChat Business), the people who sells goods to their friends in “Moments”. This interactive sales, which is in line with China’s deeply-rooted “human relationship culture” achieves great success in China. The rapid expansion of this group has brought WeChat Mini-program to life and the socialization of e-commerce has become a major trend, epitomized by Little Red Book. This article discusses what Little Red Book and WeChat Mini-program can do with e-commerce and the difference between them.
Supervision of pre-sale and after-sale service
(1) Pre-sale Service—Goods Uploading Censoring
Little Red Book
requires companies to submit information including spv, spl, spl, item and item
and wait for censorship after finishing the brand/store entering process. After
that, you should provide product pictures, product name, the price and the tax
rate to be verified. What’s more, if the company is doing overseas business, then
the customs information will be required when uploading the product.
However, in WeChat
mini-program, you don’t need to do such many things. After successfully setting
up the mini-program, you can shelve up to 3,000 items after submitting product
details including product name, product pictures, price, types and inventory.
(2) After-sale Service—Changing and Returning Service
In LRB (Little Red Book)
sets a 7-day no-reason returning policy for domestic businesses and provides a
supervision mechanism for consumer complaint and violations penalization. According
to the severity, violators face penalties from points deduction, liquidated
damages, store traffic restrictions to store freezes.
As for Mini-program,
WeChat doesn’t act like LRB (Little Red Book) that it doesn’t provide a
mechanism to resolve disputes between merchants and consumers. And once the
consumers pay in the mini-program, the money will be immediately transferred to
the merchant’s accounts, which put consumers in a passive position.
Logistics Management System
Little Red Book has its
own logistics warehousing system including domestic and overseas logistics as
well as bonded warehouse and trade warehouse for domestic and foreign
businesses. Even though, merchants can choose to have their own shipments or
delivery. However, if the logistics service is not friendly enough for
consumers, the platform will require merchants to use LRB logistics.
For those hot shops,
the order and inventory processing is a key issue. Therefore, Little Red Book
provides API interfaces and documents for merchants to connect the orders and
inventory modules for more efficient order management. At present, LRB has
cooperated with a number of major ERP systems in China, for example, Hupun.
2.And then input the store name, appkey and appsecret, add the store in ERP system.
In this way, merchants in
LRB can uniformly manage and edit the raw data of commodities in the ERP system,
and can synchronize the inventory, which improves management efficiency, reduces
error rates and management costs. Also, some of the ERP systems allow
multi-store management. For the brands who sell products in various e-commerce
platforms, the standard specification and highly automated unified order processing
process provided by ERP system avoids human error and saves the human cost. Sellers
can also choose to manually operate in the background as they do in
Mini-program, which doesn’t support ERP systems yet.
Both the mini-program
and Little Red Book contains social marketing function and E-commerce function.
However, as for E-commerce function, it is obvious that LRB has a more complete
E-commerce system from order placing to order completion. Mini-program provides
a simplified transaction process which does benefit the businesses who don’t
want to spend too much on store maintenance. And for those hot stores with
large sales and more orders, LRB’s E-commerce system would make them more
On the other hand,
trust plays a more important role in Mini-program ecommerce than in Little Red
Book since there is no regulatory platform in Mini-program. Therefore, small
and medium enterprise, which are not well-known in China, should pay more
attention on trust issue if they are looking to start ecommerce on Mini-program.
Joy is Digital Account Manager in Jademond,. She writes about all subjects from China online marketing practices to the latest Chinese technology unicorns. Linkedin or Tweet with her to get the latest updates.