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小程序?qū)τ陔娚绦袠I(yè)意味著什么？
時(shí)間：2019-01-02 16:58:04
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

在2017年內(nèi)，微信小程序共發(fā)布32次，開(kāi)放了不少新功能，1.7億的日活量，58萬(wàn)個(gè)接入的小程序，讓17年的小程序邁出了它的第一步，這一步的成果超出了人們的想象。


“用完即走，但走了還要回來(lái)”這是在2018微信公開(kāi)課中，張小龍對(duì)于微信小程序理念的補(bǔ)充與完善。這一理念的補(bǔ)充，補(bǔ)全了小程序未來(lái)的使用場(chǎng)景，讓人們更加直觀的了解小程序的用途。


而對(duì)于電商領(lǐng)域，小程序意味著什么？在什么場(chǎng)景下適用于小程序？應(yīng)該怎么去展開(kāi)營(yíng)銷？


小程序?qū)τ陔娚绦袠I(yè)意味著什么？-藝源科技


一、入口


在流量為王的時(shí)代，一個(gè)電商平臺(tái)，沒(méi)有流量入口的支撐，是很難成功的。


1. 線上


小程序自身的入口先由開(kāi)始的發(fā)現(xiàn)入口，到搜索加入小程序內(nèi)容，再到如今微信的頂部任務(wù)欄。到了今日，微信對(duì)于小程序的重視程度越來(lái)越高。每次我們使用完的小程序都會(huì)在頂部任務(wù)欄中顯示，不用安裝 任何程序，真正做到了“用完即走，走了再回來(lái)”的理念。


2. 線下


開(kāi)始小程序只能通過(guò)掃碼進(jìn)入，在加入了「附近的小程序」功能之后，現(xiàn)在線下小程序更加容易被用戶獲取，省去了掃碼步驟，大大提高了線下實(shí)體店與小程序的結(jié)合能力。


對(duì)于入口方面，騰訊在微信中已經(jīng)開(kāi)放了很大的權(quán)限，在開(kāi)始的公開(kāi)課中提到了智慧門店，相信在后面的日子中，線下與線上關(guān)系將會(huì)越來(lái)越密切，電商企業(yè)未來(lái)在微信中能獲取流量的入口也將會(huì)越來(lái)越多樣化。


二、營(yíng)銷


微信對(duì)于自身的社交屬性很清楚，所以在小程序中，針對(duì)社交的活動(dòng)也層出不窮。


1. 社群、社交的快速裂變


微信有一個(gè)其他產(chǎn)品無(wú)法比擬的優(yōu)勢(shì)，那就是有著龐大的用戶群體，依托于微信的社交屬性，用戶可以進(jìn)行更多的分享，通過(guò)社群、社交的流量來(lái)完成交易。在大型活動(dòng)時(shí)（如雙十一、雙十二等），運(yùn)營(yíng)者可以通過(guò)分享小程序的單件商品、活動(dòng)等，發(fā)到用戶群中。或通過(guò)某種有趣的活動(dòng)，吸引人們?nèi)シ窒?，達(dá)到快速裂變的目的。


2. 拉新促活


傳統(tǒng)電商中的活動(dòng)在APP中同樣適用，如現(xiàn)在小程序推出的拼團(tuán)玩法、集獎(jiǎng)玩法、 砍價(jià)玩法、買贈(zèng)玩法等；同時(shí)基于微信的特殊場(chǎng)景下， 特別推出了社交立減金，通過(guò)小程序內(nèi)購(gòu)物，付款成功后，用戶可以獲得購(gòu)物“立減金”，分享好友或微信群后，完成“立減金”的領(lǐng)取。通過(guò)這樣的社交分享 優(yōu)惠金政策，營(yíng)銷者運(yùn)用得當(dāng)?shù)脑挘〕绦驎?huì)給企業(yè)帶來(lái)大量的新用戶，新用戶的購(gòu)買轉(zhuǎn)化率也將提高。


3. 快速的交易轉(zhuǎn)化


小程序的理念為用完即走，我們對(duì)于電商小程序的定義也應(yīng)如此，電商平臺(tái)需要的是成交率，小程序作為電商成交的一個(gè)平臺(tái)，通過(guò)活動(dòng)或其他媒介的方式，對(duì)用戶進(jìn)行沖動(dòng)性刺激性消費(fèi)的引導(dǎo)，從而達(dá)到快速轉(zhuǎn)換的效果。當(dāng)用戶下次再次想去購(gòu)買商品時(shí)，他能通過(guò)微信快速的找到你的“商店”，無(wú)需再次打開(kāi)其他APP，在微信中可完成二次轉(zhuǎn)化。


2017年算是小程序小試牛刀的一年，2018年才將是小程序正式發(fā)力的時(shí)間。當(dāng)用戶與企業(yè)對(duì)這一新產(chǎn)品形態(tài)習(xí)慣之后，小程序電商的下一步應(yīng)用場(chǎng)景也許會(huì)更多，對(duì)于電商的營(yíng)銷策略也會(huì)越來(lái)越豐富多彩。

小程序開(kāi)發(fā)
標(biāo)簽： 微信小程序
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