WeChat will pay half of a Double 11 coupon on goods a brand enters in its WeChat Store, and all of it for stores with a “good store” (好店) badge. Your share tops out at 6.25% of the sale price you enter. Registration opens today, September 28, at 14:00. A new store gives up its 1% fee rate on whatever it enters.
WeChat Store (微信小店) is the shop built into WeChat. Shoppers find it in group chats and in live rooms on Channels, WeChat’s video feed.
It only takes general-trade stock sold by mainland-registered companies. Cross-border bonded goods are out, so the subsidy reaches foreign brands through their own China entity or a distributor’s store.
WeChat Store does not support cross-border bonded import goods, WeChat staff told a merchant who asked. Source: WeChat Open Community (微信开放社区), January 2025. https://developers.weixin.qq.com/community/minihome/doc/000aca314d43589a14c212ae461c00
What WeChat announced on September 22
The WeChat Store operations team posted its plan for 11.11, the platform’s name for Double 11: a “spend X, save Y” coupon that works across stores from October 12 to November 15, with the platform sharing the cost. We read the notice on September 28.
The coupon is capped at 12.5% of its spending threshold and funded 1:1 by the platform and the merchant. Goods from “good store” badge holders listed for at least three days can get 100% platform funding. Source: WeChat Store (微信小店), September 2026. https://store.weixin.qq.com/chengzhang/webdoc/wiki/9966/da464e308e8e62a8/growth_center_platform_notice/2
WeChat grants the badge on its own criteria. Your back end shows whether the store has one.
The notice’s own example is a 200 RMB threshold with 25 RMB off. Baskets under the threshold get nothing. A brand selling 80 RMB items needs shoppers to buy three, or to add another store’s goods to the same order.
What the WeChat Store Double 11 coupon costs at 1 million RMB
Take a store that sells 1 million RMB of entered goods during the event. The table shows the ceiling: every order clears the threshold and uses the full 12.5%.
| Line (RMB) | Mixed funding | Good store badge | No subsidy, brand pays all |
|---|---|---|---|
| Sales at entered price | 1,000,000 | 1,000,000 | 1,000,000 |
| Coupon value to shoppers | 125,000 | 125,000 | 125,000 |
| Paid by the brand | 62,500 | 0 | 125,000 |
| Paid by WeChat | 62,500 | 125,000 | 0 |
| Brand keeps, before fees | 937,500 | 1,000,000 | 875,000 |
Real orders will land below that ceiling, since plenty of baskets won’t clear the threshold. The notice spells out the floor: the merchant’s minimum revenue rate is 1 minus 12.5% times 50%, or 93.75%. Any bonus coupon a shopper earns by sharing is paid in full by the platform. When an order is refunded, WeChat takes its share back, which matters in categories where returns run high.
The coupon also stacks. It applies after the store’s own coupons and any live-room price. Say a brand already runs 10% off. Another 12.5% comes off what’s left. The item now sells about 21% below list, and the brand pays for most of that gap.
New stores get a fee break.
Most categories pay a technical service fee of 1% to 5%. New stores pay 1% on their first 1 million RMB of sales (1.5 million in priority categories) within 90 days of the first order. Source: Tencent Marketing (腾讯营销), August 2026. https://e.qq.com/faq/wechat-store/growth/faq-zcjc-008/
Here’s the catch: the 11.11 notice says entered goods lose that new-merchant reduction. By our arithmetic, a new store in a 5% category that enters 1 million RMB of goods pays about 40,000 RMB more in fees. WeChat’s share of the coupon is 62,500 RMB, so the gain shrinks to about 22,500.
Which budget line moves
The Double 11 markdown budget, first. On entered goods, WeChat now carries half the coupon, or all of it for badge holders: 62,500 or 125,000 RMB per million in sales at the full 12.5%. A brand can hold its own store discount lower and still show shoppers a deeper price.
For a store in its first 90 days, the platform fee line moves too, up by as much as four points on everything entered.
What to do, and by when
Register from 14:00 today. The coupon goes live October 12, the same day JD opens its sale. The National Day holiday takes October 1 to 7 out of that window, so we’d aim to have goods approved by Friday, October 9.
JD’s 2026 Double 11 opens October 12. Source: National Business Daily (每日经济新闻), September 2026. https://www.nbd.com.cn/articles/2026-09-24/4591116.html
And don’t touch list prices. WeChat has been checking them since September 4 and keeps checking through November 15; an item marked up before the discount loses the subsidy.
The store needs an experience score of 4.4 or above (or no score yet) and no major violation in 30 days. Goods from the autumn sale roll into 11.11 on their own if the carry-over switch is on, at new coupon face values, so read the expected price and your share on each.
An entered item can’t join another platform subsidy event in the same period, so enter each SKU where the deal is better.
A new store should split its range. Enter the lines that need the traffic. The rest can sit at the 1% rate until the new-store window closes.
If a distributor runs the store for you, ask for the list of entered SKUs before October 9. Their markdown becomes your brand’s price in China for the next five weeks. Agree that price inside your social commerce plan first.
Updated September 28, 2026
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