微信支付亮相2025中国国际零售创新大会

Core Insights - The "CCFA New Consumption Forum - 2025 China International Retail Innovation Conference" was held in Shanghai, where WeChat Pay showcased its digital operational capabilities for the retail industry and shared insights on the latest trends in offline retail [1] Group 1: Digital Tools and Services - WeChat Pay has focused on "public and private domain refined operations" to enhance tools and services, introducing "Shake for Discounts" as a traffic entry point to improve user reach and operational quality for merchants in a competitive environment [1] - The "Shake for Discounts" feature leverages WeChat Pay's extensive transaction and traffic data to enable precise marketing targeting, significantly increasing actual store conversion rates and covering various retail scenarios [1] Group 2: User Engagement and Retention - WeChat Pay introduced "Next Card" and "Team Activities" to enhance user participation and retention, with Next Card improving activity redemption efficiency by approximately 2 times and Team Activities increasing user participation by about 2.7 times [2] - The "Merchant Card" feature integrates membership activation, coupons, store services, and mini-program access into the payment receipt page, allowing merchants to naturally reach users post-transaction, resulting in 17% of users visiting the Merchant Card page after payment [2] Group 3: Industry Growth Observations - WeChat Pay's offline retail head highlighted that payment serves as a natural connection point between users and merchants, crucial for establishing ongoing business relationships [3] - The company aims to enhance the entire operational path from external reach to in-store conversion and post-visit retention, emphasizing the importance of effective user relationship management as a foundational capability for future growth in the retail sector [3]