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小程序商城丨小程序那么火，餐飲外賣如何抓住小程序紅利？
時間：2019-03-01 14:10:16
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

相信大家的微信群沒少被小程序游戲刷屏吧！


小程序依靠著微信的強大流量，逐漸的形成了自己的生態(tài)體系。小程序作為一個基于微信的輕量級應(yīng)用，可以預(yù)見的是今年將會迎來真正的第一次爆發(fā)式增長


小程序正式上線是在2017年1月9日，但是初期各類企業(yè)的反應(yīng)并不積極，大家都在觀望究竟微信對小程序的支持力度有多大。隨后的一年多時間里，小程序更新迭代了100多項能力，開放了近50多個入口，其中比較重要的是：與更多的公眾號開放關(guān)聯(lián)，降低開發(fā)門檻，上線“社交立減金”，提升群分享好友，打開支付的通道，增加找回的功能，提供更多的數(shù)據(jù)。


小程序那么火，餐飲外賣如何抓住小程序紅利？-藝源科技


而隨著春節(jié)前“跳一跳”這款游戲的出現(xiàn)，讓小程序更加普及和深入人心。由于可以更便捷地獲取，釋放更強大的功能，鏈接更多的場景，持續(xù)的優(yōu)化和迭代使得小程序在一年內(nèi)上線數(shù)量達到70萬，小程序的累積用戶數(shù)超過4億，全面覆蓋200+細分行業(yè)。


對于餐飲行業(yè)來說，微信在去年5月份就開放了“附近的小程序”入口，而這也讓小程序真正迎來了自己的第一次爆發(fā)。一時間附近的小程序如雨后春筍紛紛發(fā)芽，并隨后6月份新增的推廣功能（商戶可以設(shè)置十個關(guān)鍵詞），讓小程序有了越來越清晰的定位和藍圖。


第一種：商家二維碼-平臺小程序


其實美團餓了么平臺讓商家推廣的商家二維碼其實就是推廣平臺自己的官方小程序


平臺（美團餓了么）急于推商家二維碼的目的有倆個：


1、平臺搶占微信流量入口的一個戰(zhàn)略，在于生怕錯過下一個應(yīng)用生態(tài)（就像傳統(tǒng)互聯(lián)網(wǎng)公司在12年的時候怕錯過移動互聯(lián)網(wǎng)紛紛著急做APP一樣）


2、這樣一來就把每個商家都變成了眾包推廣員，在宣傳自己的同時也宣傳了平臺（這才是主要的）。


因為商家推廣的二維碼都屬于平臺小程序入口，用戶在小程序下單也是在平臺的后端進行的，說白了流量和用戶留存依然是平臺的


第二種：商家自建小程序


自建小程序商家需要付出一定的精力和成本，但是自建小程序的好處有兩個方面：


1、沒有平臺抽成，利潤點更大（對商家來說有誘惑的一點）


我們在美團、餓了么上的訂單要交18%-23%不等的平臺抽成費用，這使得原本就不多的利潤變得更薄了，但是如果用戶通過我們自己的小程序下單的話，這部分費用就可以變?yōu)槲覀兊睦麧?。每個商家都變成一個小平臺。


當然對于商家來說運營難度也加大了，包括流量問題（用戶從哪獲取？）、配送問題（如何打通第三方配送）也需要我們解決


2、可以享受到小程序重要的流量入口：附近的小程序


2017年8月，微信官方發(fā)布關(guān)于小程序能力重要升級的消息：為提升用戶使用效率，「附近的小程序」新增餐飲類目篩選。也就是說符合此類目條件的小程序，除了出現(xiàn)在“全部”中，也會在“餐飲美食”里呈現(xiàn)。


小程序把餐飲美食作為第一個添加的標簽，這對于我們餐飲人來說無疑是一個重磅消息。商戶可在公眾號后臺添加地點，展示已關(guān)聯(lián)的小程序?；蛟谛〕绦蚝笈_添加地點，展示這個小程序。當用戶在此地點的周圍，可在微信小程序入口中“附近的小程序”發(fā)現(xiàn)并使用小程序提供的服務(wù)。


商家如何加入“附近的小程序”？


a.創(chuàng)建"門店小程序"，將門店導(dǎo)入“附近的小程序”地點列表;


b.關(guān)聯(lián)同主體的小程序，將小程序展示在“附近的小程序”;


c.已認證的企業(yè)類型公眾號可以快速注冊普通小程序，經(jīng)開發(fā)后在“附近”展示


當然對于我們餐飲行業(yè)來說，小程序不光可以做外賣，還可以做一些其他的細分功能。


我們來看看這些大品牌是怎么玩的？


1、自主點餐功能——肯德基+


顧客在線下門店，使用手機自助點餐，隨時隨地，點餐不用排隊，通過小程序點餐還能享受優(yōu)惠，積累K金，兌換各種繽紛好禮。


2、代金券功能——星巴克用星說


提供全新的社交禮品體驗。用戶通過小程序購買咖啡飲品券或是電子星禮卡，并通過微信贈送給朋友，以線上強社交關(guān)系帶動線下消費。


3、會員管理功能——i麥當勞


為顧客提供會員注冊，消費積分，以及積分兌換優(yōu)惠券等功能服務(wù)。顧客可以在柜臺手機支付時使用這一微信小程序進行積分并進行產(chǎn)品兌換。


小程序正在逐漸顛覆餐飲行業(yè)，創(chuàng)業(yè)者不妨抓住這個機會，與餐飲商家一起，快速抓住這波小程序紅利！


小程序開發(fā)
標簽： 小程序更新迭代
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