19 March 2019
Tencent's Weijuju platform is a marketing tailored to mobile devices. Photo: Bloomberg
Tencent's Weijuju platform is a marketing tailored to mobile devices. Photo: Bloomberg

Weijuju — digital marketing’s new best friend from Tencent

Tencent (00700.HK) promises that it will just take a few clicks. In less time than it takes to say open sesame, merchants will be able to set up an official site on Weixin Weijuju {微俱聚}, Tencent’s new third-party platform. Or at least that’s the idea.

The site is designed to mainly serve the ecommerce needs of traditional retailers by helping them expand their offline business into the online world. It’s basically a marketing tool tailored to mobile devices and, according to an introductory video clip, will provide standard promoting, marketing and data-processing functions to its clients.

But it’s also a two-way platform. Not only will it enable a restaurant, for example, to issue VIP cards and coupons to attract clients, it will let diners book a table and order food online.

Weijuju will also offer game-like promotions like scratch cards and lucky draws to help merchants boost sales in a more fun way.

Underpinning all this will be big data — Weijuju will share user data with its merchants so they can analyze the popularity of their products, and review responses to promotions.

Weijuju is still a work in progress and new functions will be added every Wednesday. Last Wednesday, it added a WiFi function clearly aimed restaurants and shopping malls. Users can tap into free WiFi at these sites as long as they agree to updates from some Weixin clients.

Developer Poly Property offers another example. Potential homebuyers can use Weijuju to take a tour of the housing project via their mobile handsets, browsing the various rooms before deciding whether to see a show flat in person.

According to Wejuju’s website, more than 133,000 merchants have signed up for the services, including retailer Suning Commerce, mobile carrier China Unicom, mall operator Wanda Plaza and online video site iQiyi.

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EJ Insight writer

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