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小程序商城丨《中國智慧零售行業(yè)發(fā)展報告》啟示:三大因素將推動小程序
時間:2019-01-17 09:45:10
文章發(fā)布:李陽
原創(chuàng)作者:未知
來源:互聯(lián)網(wǎng)

零售行業(yè)越來越難做了。雖然此前爆出的“家樂?!煌顺觥袊袌觥币驯患覙犯V袊僦{,但這家歐洲大零售商銷售額逐年遞減卻是不爭的事實。5年來,家樂福在亞洲區(qū)的銷售額下降了6.61億歐元,折合人民幣52.07億元。


不僅是家樂福,《中國智慧零售行業(yè)發(fā)展報告》指出整個線下零售市場銷售額增速持續(xù)維持低位。該報告由深圳市智慧零售協(xié)會聯(lián)合咨詢公司華夏基石推出,深入分析了中國零售行業(yè)的現(xiàn)狀及前景。


閱讀該報告的2018上半年部分后發(fā)現(xiàn),小程序能為零售行業(yè)提供技術支持,順應利好政策,迎合消費主力,有望成未來零售企業(yè)的標配。


小程序商城丨《中國智慧零售行業(yè)發(fā)展報告》啟示:三大因素將推動小程序-藝源科技


小程序參與構成全渠道運營模式


僅有線上銷售渠道或線下銷售渠道已不足以滿足企業(yè)經(jīng)營需求。


一方面,線上零售市場規(guī)模增速放緩,移動購物月活躍用戶始終維持在6億左右;盡管單個活躍用戶毛利有所增高,但是線上零售企業(yè)獲客成本也在逐年攀升。另一方面,線下零售市場銷售額增速持續(xù)維持低位,并且實物商品的線上零售額在社會消費品零售總額的占比低。


小程序能夠打通線上線下消費場景。商家可用它建立線上商城,將微信用戶引流至線下實體店,通過免排隊付款等環(huán)節(jié)優(yōu)化購物體驗。小程序的積分商城、會員卡等營銷模塊還能被用于搭建會員體系,增加顧客回頭率。


小程序順應財政、交通利好政策


政策支持農(nóng)村電商發(fā)展,同時降低物流費用,皆會推動小程序的推廣進程。


小程序將被更多的農(nóng)村地區(qū)使用。2018年6月27日,財政部下發(fā)《關于開展2018年電子商務進農(nóng)村綜合示范工作的通知》,意在支持農(nóng)村電商發(fā)展。而小程序能與農(nóng)村電商很好地結合。社交拼團等營銷模式能降低經(jīng)銷商、代理商等銷售渠道產(chǎn)生的成本,用低價吸引廣大農(nóng)村地區(qū)用戶。剛上市的拼多多就是發(fā)展農(nóng)村電商的平臺范例。


小程序商品的運輸成本將降低。2018年以來,國家出臺了一系列政策促進物流業(yè)降本增效。交通運輸部表示,今年交通運輸領域將進一步通過減免涉企收費,優(yōu)化運輸服務管理流程等措施降低物流成本,減輕實體經(jīng)濟負擔。這將降低商品的運輸成本,利于小程序擴大銷售范圍。


小程序迎合了80/90后的消費習慣


80/90后已經(jīng)成為主要的消費群體,他們的消費習慣易接受小程序。


80/90后注重在實體店的體驗消費,接受無現(xiàn)金的消費模式。小程序能通過微信群聊分享鏈接、公眾號推文、聊天界面下拉等入口觸達這批用戶,將他們引流至實體店,通過小程序完成線上付款。


80/90后對學習和自我提升有很大需求,教育培訓類小程序能便捷地提供知識付費服務。教育培訓版小程序能快速搭建空中課堂,既能提供線上課程,又能將訪客引流至線下上課場所。分銷、砍價等營銷功能帶動講師、學員、意向用戶等人自發(fā)推廣小程序。


在這些因素的推動下,小程序將在零售行業(yè)得到更廣泛的應用。對電商平臺而言,小程序將助力商家向社交電商轉型,更多的“拼多多”或將出現(xiàn)。對線下實體店而言,小程序將發(fā)展更多線上消費場景,例如家樂福已經(jīng)推出“家樂福網(wǎng)上商城”“家樂福中國”等小程序,方便用戶線上付款,超市線下配送。


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