TENCENT(HK:00700) Sou Hu Cai Jing·2025-08-13 15:24Core Insights - The development of the "Pusher" concept has evolved from initial ideas to a thriving ecosystem, with a pivotal turning point expected in 2025 [1] Group 1: Conceptual Emergence and Early Attempts (2005-2018) - The trademark for "Pusher" was first successfully registered by Sina in August 2009, predating WeChat's mention of the term by 16 years [3] - Early attempts to establish a business model were limited due to the immature social e-commerce ecosystem and the absence of WeChat [3] - Suning launched "Suning Pusher" in 2018, attempting to implement a community-driven model, but failed to gain traction due to its closed ecosystem [3] Group 2: Dual Engine Activation and Ecosystem Foundation (January-May 2025) - A significant turning point occurred on January 9, 2025, when WeChat officially included "Pusher" in its ecosystem strategy, establishing it as a core hub for social distribution [4] - The "Ten Thousand Pushers Conference" initiated by the Bpoint Conference on the same day aimed to enhance industry awareness and engagement [4][5] - Subsequent events, including the Hangzhou Conference on March 3 and the Changsha Conference on May 28, focused on resource integration and technical support, further solidifying the ecosystem [6][8] Group 3: Industry Explosion and Scale Expansion (March-August 2025) - The Bpoint Conference set ambitious goals for 2025, targeting 2,000 Pusher platforms and 10 million Pushers impacting 1.3 billion consumers [8] - The Guangzhou Conference in August 2025 showcased over a thousand brands, emphasizing the evolution of Pushers from mere distributors to content sharers [9] Group 4: Underlying Logic for 2025 Explosion - The ecosystem's maturity is attributed to the efficient integration of information flow, logistics, and financial transactions, enabling a streamlined distribution process [10] - The early attempts by Sina and Suning lacked industry-level promotion, but the Bpoint Conference's initiatives created a snowball effect in participation [10] - WeChat's infrastructure support, combined with Bpoint's resource solutions, has driven the realization of a "Pusher for Everyone" model [10] Group 5: Future Trends - The role of Pushers is evolving from mere sales agents to content sharers, facilitating a dual cycle of consumption and entrepreneurship [11] - Collaborative ecosystems are replacing isolated efforts, creating a symbiotic network of supply chains, traffic, and training [11] - The emergence of a million Pusher base is expected to reshape consumer decision-making processes, ushering in a decentralized and inclusive era of e-commerce [11] Conclusion - The rise of Pushers is a result of technological infrastructure, ecosystem promotion, and resonance effects, marking 2025 as the "Year of Pushers" and signaling the start of a new era in consumer ecology [12]