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小程序開發(fā)丨想攜小程序C位出道？傳統(tǒng)品牌幾大玩法、幾大困惑都在這里了
時(shí)間：2019-01-14 11:41:35
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

微信的更新，小程序離商業(yè)化更近了：搜索、流量分發(fā)、線下連接，都已經(jīng)打通。這也讓很多玩家更疑惑：CRM、客服、引流、銷售，到底小程序能干嗎?先行者則進(jìn)行了更多嘗試，包括漢光百貨、星巴克，都在連接、功能和聯(lián)動(dòng)上做了模式探索，從中可以看出，小程序輕薄、中轉(zhuǎn)站等特性明顯，一句話：小程序是一座橋，不是一座房子，走過去，不要蓋房子。


一、品牌主試水小程序，仍存在「定位、玩法」等困惑


7月份微信更新重要功能，小程序在商業(yè)化進(jìn)程的道路上又邁進(jìn)一步。


主要更新1：針對(duì)IOS，微信6.7.1可把常用小程序添加到「我的小程序」;


主要更新2：品牌搜索給商家?guī)砥放乒俜絽^(qū)和微主頁(yè);


這兩大更新都將直接提高小程序的轉(zhuǎn)化和留存。


小程序開發(fā)丨想攜小程序C位出道？傳統(tǒng)品牌幾大玩法、幾大困惑都在這里了-藝源科技


雖然實(shí)體零售業(yè)依舊處于磋磨之中，但是新零售背景下的人貨場(chǎng)重構(gòu)給予實(shí)體零售業(yè)新的機(jī)會(huì)，其中微信生態(tài)更是給了品牌主重新煥發(fā)活力的新機(jī)會(huì)。


品牌主在小程序的應(yīng)用過程中，普遍存在四大困惑：


困惑1：小程序與現(xiàn)有的線上生意的關(guān)系如何？


困惑2：對(duì)小程序的定位不清楚，是CRM、品宣還是引流、甚至銷售？


困惑3：原有的線上玩法在小程序上還能不能復(fù)制？


困惑4：微信政策的不確定性，對(duì)資源的投入該如何分配？


二、品牌主在小程序上不斷進(jìn)行積極探索


品牌主結(jié)合微信基礎(chǔ)功能在引流、銷售、服務(wù)和會(huì)員管理等方面積極探索，目前還處于單點(diǎn)應(yīng)用嘗試階段：

在品牌主積極探索中，主要有四大典型模式：


模式一：「小程序矩陣下智慧零售模式」，會(huì)員卡+線上商城+服務(wù)串聯(lián)


典型代表：漢光百貨


模式二：「拼團(tuán)到店模式」，小程序拼團(tuán)、到社區(qū)店取貨反向引流和指導(dǎo)選址


典型代表：百果園


模式三：「禮品卡銷售模式」，贈(zèng)送親友禮品提升用戶活躍率


典型代表：星巴克


盡管一定程度受到瑞幸的沖擊，但小程序拓寬到店和社交場(chǎng)景，星巴克APP用戶活躍率同比增加70%左右。


模式四：「快閃店模式」，今日快閃過時(shí)不候，用閃購(gòu)進(jìn)行品類集中銷售，提升用戶參與積極性


典型代表：蘭蔻、圣羅蘭、日默瓦等


三、品牌主可以如何更好地利用小程序？


品牌主需要明確公眾號(hào)、小程序和APP之間的關(guān)系和關(guān)聯(lián)作用


品牌主需要明確自己是否有造血能力，為小程序持續(xù)引流


小程序的留存率低眾所周知，建議品牌主利用好微信小程序60多個(gè)入口和公眾號(hào)矩陣，識(shí)別目標(biāo)用戶的畫像和日常行為，進(jìn)行用戶的精準(zhǔn)觸達(dá)、提升拉新效果。


品牌主在使用小程序的過程中需要「輕為上」


前期，可以不在小程序沉淀用戶和數(shù)據(jù)，直接以促進(jìn)轉(zhuǎn)化為目的進(jìn)行小程序的運(yùn)營(yíng)「閃購(gòu)、會(huì)員注冊(cè)、結(jié)算等服務(wù)」; 后期，在用戶養(yǎng)成使用習(xí)慣后，可考慮擴(kuò)大用戶全流程服務(wù)的應(yīng)用場(chǎng)景。


小程序開發(fā)
標(biāo)簽： 小程序
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