重磅：视频号开始发力短视频带货

Core Insights - WeChat Shop has launched its first "Short Video Incentive Program" aimed at boosting short video sales from November 22 to December 31, 2023 [1][4] - The program offers two types of incentives: platform traffic support and e-commerce growth card rewards based on incremental GMV [1][4] Group 1: Incentive Program Details - Merchants and sellers can gain platform traffic support by posting short videos during the incentive period, which will enhance the visibility of quality content [1][4] - The growth card rewards are calculated at a rate of 1.5% of the incremental GMV generated from short videos, with a maximum of 150,000 points per video account [1][4][6] Group 2: Strategic Implications - The initiative signals WeChat's intent to fill the supply gap in short video sales, transitioning from a trial phase to a more established ecosystem for daily transactions [4][7] - The low entry barriers of the program aim to attract new entrants and accelerate growth in the short video sales sector [4][7] Group 3: Long-term Vision - WeChat Shop is positioning short video sales as a regular part of business operations, complementing live streaming as a consistent revenue stream [7][10] - The program is strategically timed to coincide with year-end promotions and the pre-Spring Festival shopping period, aiming to significantly increase transaction volumes [7][10] Group 4: Best Practices for Merchants - Merchants are encouraged to view the program as a long-term growth opportunity rather than a short-term gain, focusing on sustainable incremental sales [7][10] - Effective strategies include creating a library of short video content, maintaining a consistent posting schedule, and ensuring a smooth operational flow from content creation to sales conversion [7][10]