Two months ago Dianping, the Chinese ratings & reviews service Tencent took 20% stake in earlier this year, announced to take over Micro-life, the local lifestyle service of Tencent. Today the company launched Da Zhong Wei Shen Huo (or micro-life for the masses), a customer loyalty program system that has integrated Micro-life and Dianping’s own digital loyalty program service for merchants.
Micro-life, launched in 2012, is an online platform for local merchants to list membership offerings or create other digital loyalty programs. The merchants previously on Micro-life now can use the Da Zhong Wei Shen Huo for the same purpose, and will be able to use some services by Dianping, such as taking orders or reservations online or the food delivery service.
Shortly after the announcement of Tencent’s investment, Dianping landed on the menu of m-commerce offerings on WeChat, the flagship mobile app of Tencent. A couple of months after that Q-zone, the Facebook-like sharing service of Tencent, added a channel featuring Dianping’s offerings. At the same time, Peter Zheng, Vice President of Tencent who previously oversaw Q-zone, was assigned to a new job as the chief product officer at Dianping.
Dianping said monthly active users increased 86% year-over-year in the second quarter of 2014, largely thanks to the integration with WeChat. 80% of visits was from mobile in the same quarter.