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當(dāng)前位置： 首頁(yè) > 售后 > 藝源智庫(kù)
微信支付上線“品牌小程序商城”運(yùn)營(yíng)解決方案，助力高效引流轉(zhuǎn)化
時(shí)間：2020-02-17 18:45:48
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

騰訊科技訊 8月29日消息，微信支付成長(zhǎng)計(jì)劃服務(wù)商大會(huì)在深圳鵬瑞萊佛士酒店舉行。微信支付正式上線“品牌小程序商城”運(yùn)營(yíng)解決方案，多樣化的運(yùn)營(yíng)工具與策略組合，為品牌商提供更優(yōu)產(chǎn)出比、自有化流量的智慧經(jīng)營(yíng)新思路，并為小程序的引流、轉(zhuǎn)化、復(fù)購(gòu)提供助力，打破時(shí)空限制，實(shí)現(xiàn)品牌的全渠道、全場(chǎng)景交易。

“品牌小程序商城”還可破解零售品牌的加盟商聯(lián)營(yíng)難題，助力加盟業(yè)態(tài)下品牌及加盟主雙方合作共贏，最大化沉淀并釋放門(mén)店流量，在品牌營(yíng)銷(xiāo)資源精確落地加盟商門(mén)店的同時(shí)，加盟商也可以獨(dú)立運(yùn)營(yíng)自有小程序商城，打破時(shí)間、空間及SKU限制。

與此同時(shí)，微信支付“時(shí)尚導(dǎo)購(gòu)?fù)ā崩弥Ц逗笸扑湍芰?，賦能商家通過(guò)企業(yè)微信或?qū)з?gòu)個(gè)人微信與顧客建立新連接，借助導(dǎo)購(gòu)關(guān)系鏈與智慧經(jīng)營(yíng)，實(shí)現(xiàn)精準(zhǔn)觸達(dá)。

智慧經(jīng)營(yíng)工具，助力高效引流與轉(zhuǎn)化

傳統(tǒng)電商由于利潤(rùn)不高、中心化平臺(tái)經(jīng)營(yíng)等問(wèn)題，亟待進(jìn)一步升級(jí)。而“品牌小程序商城”可同時(shí)解決商戶(hù)、用戶(hù)、流量、產(chǎn)品等問(wèn)題，沉淀自有化流量，并利用智慧經(jīng)營(yíng)工具，助力商家精準(zhǔn)觸達(dá)，提高銷(xiāo)售轉(zhuǎn)化。

此次，微信支付團(tuán)隊(duì)重點(diǎn)幫助零售品牌疏通最為關(guān)心的流量來(lái)源問(wèn)題，“3大步6小步”構(gòu)建小程序商城的完整運(yùn)營(yíng)體系。從搭建小程序商城，到建立重點(diǎn)入口認(rèn)知；從運(yùn)營(yíng)自有流量，到玩轉(zhuǎn)社交裂變、拼團(tuán)等營(yíng)銷(xiāo)流量，從而提升品牌小程序流量獲取能力、交易轉(zhuǎn)化能力。


在此基礎(chǔ)上，“品牌小程序商城”重點(diǎn)帶來(lái)智慧經(jīng)營(yíng)工具，以面對(duì)面發(fā)券、朋友圈發(fā)券、API發(fā)券、支付有禮等形式，極大地縮短了交易路徑，為商家小程序商城引流，提高轉(zhuǎn)化，增加復(fù)購(gòu)。

面對(duì)面發(fā)券、朋友圈發(fā)券、支付有禮等智慧經(jīng)營(yíng)工具基于其不同的產(chǎn)品特色，形成組合流量方案，并與品牌公眾號(hào)，商戶(hù)線下門(mén)店等商家自有化流量互為補(bǔ)充，進(jìn)而打通自有入口、商業(yè)入口、社交入口和平臺(tái)入口，聚合優(yōu)質(zhì)資源，創(chuàng)造流量新玩法。

創(chuàng)新模式賦能加盟業(yè)態(tài)，門(mén)店小程序創(chuàng)造生意增量

品牌小程序不僅可以讓商家通過(guò)線下物料、支付后的各環(huán)節(jié)沉淀小程序流量，幫助商家連接顧客，開(kāi)展長(zhǎng)效運(yùn)營(yíng)；同時(shí)，品牌商家廣泛采取的線上智慧經(jīng)營(yíng)工具，又可擴(kuò)充流量，再通過(guò)活動(dòng)運(yùn)營(yíng)，導(dǎo)流至線下。

一個(gè)小程序?qū)崿F(xiàn)了線上、線下的流量貫通，進(jìn)而直接破解了零售品牌行業(yè)長(zhǎng)期難以解決的加盟商流量難題。

相對(duì)線上商城，對(duì)于品牌商而言，線下加盟和聯(lián)營(yíng)仍然占據(jù)較大份額，但品牌加盟一定程度上造成了消費(fèi)者對(duì)同一品牌的不同體驗(yàn)。加盟商擔(dān)憂(yōu)線下門(mén)店缺乏客流及線上沖擊，而品牌商則因?yàn)榧用朔稚⒒膯?wèn)題，面臨會(huì)員難招、門(mén)店難管、營(yíng)銷(xiāo)難做等困擾。

“品牌小程序商城”為品牌加盟提供了兩種小程序模式：統(tǒng)一小程序、門(mén)店小程序。統(tǒng)一小程序的商品上下架、活動(dòng)、訂單等由總部統(tǒng)一控制，總部收款后根據(jù)訂單信息做分賬處理；而門(mén)店小程序采取同一個(gè)小程序綁定不同主體商戶(hù)號(hào)、“聯(lián)合運(yùn)營(yíng)”的方案，門(mén)店自主管理小程序商品的上下架、活動(dòng)、訂單等操作，實(shí)現(xiàn)資金流直接進(jìn)入對(duì)應(yīng)加盟主賬戶(hù)。與此同時(shí)，微信支付的分賬產(chǎn)品為品牌加盟商提供多樣化、靈活的分賬解決方案。


支付即導(dǎo)購(gòu)，提供長(zhǎng)時(shí)、有溫度的品牌專(zhuān)屬服務(wù)

目前，商家導(dǎo)購(gòu)主要依靠線下掃碼加群的方式，建立與顧客的連接。而通過(guò)微信支付的特有的支付后推送能力，推送“導(dǎo)購(gòu)名片”，提供加好友、點(diǎn)贊、導(dǎo)航到門(mén)店、致電等功能，可更好地連接導(dǎo)購(gòu)和顧客。

對(duì)顧客而言，在小程序購(gòu)物后也能獲得和門(mén)店購(gòu)物一樣的體驗(yàn)，輕松便捷地與商家的導(dǎo)購(gòu)建立連接，獲得更多導(dǎo)購(gòu)咨詢(xún)服務(wù)。

對(duì)于商家，支付即導(dǎo)購(gòu)可為品牌門(mén)店精準(zhǔn)沉淀高質(zhì)量顧客，再通過(guò)微信支付導(dǎo)購(gòu)朋友圈發(fā)券等營(yíng)銷(xiāo)方案，實(shí)現(xiàn)精準(zhǔn)觸達(dá)。商家可基于顧客關(guān)系鏈，定向投放用戶(hù)包，配置微信支付代金券等。


小程序開(kāi)發(fā)
標(biāo)簽： 小程序商城
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