Shulou(Shulou.com)06/01 Report--

This article mainly explains "what is the development trend of brick-and-mortar store Mini Program". The content in the article is simple and clear, and it is easy to learn and understand. Please follow the editor's train of thought. Let's study and learn "what is the development trend of brick-and-mortar store Mini Program"!

general trend

These four words sound particularly empty, but they are the most real. Anyone who reads this article should at least know what Mini Program is, but do you know WeChat Mini Programs and Mini Program? And Google Mini Program? Where's Xiaomi Mini Program? Without going into details here, I just want to say that this is what Internet giants at home and abroad are doing. It is known as the next stop of the Internet. Do you think it is the trend of the times?

Tell me more about it. Jack Ma put forward a concept of new retail in 16 years. Uniqlo became the benchmark case of new retail on Singles Day in the same year. How did he do it? During the Singles' Day event, customers can spend money at the Uniqlo Tmall flagship store and then pick up the goods offline. In a word, the new retail is online drainage and offline consumption.

You can also understand that Ma Yun engaged in e-commerce, has robbed all the customers, there is not much space online, so he came to grab offline jobs. Physical stores, is it difficult for you to operate in the camp now? How many times have you scolded Jack Ma in private, engaged in a price war and robbed all the customers? It will only be more difficult in the future!

Mini Program is like an admission ticket! If you do, you can enter the sharing circle of Wechat traffic, otherwise it will be out of luck with you! Who doesn't use Wechat now? If you do not use it, your opponent is using it, Wechat will help your opponent to steal away the passenger flow that belongs to you!

What is the difference between Mini Program and ele.me and Meituan?

According to the core of the new retail "online drainage, offline consumption", it seems that O2O platforms such as Meituan and ele.me are more like the real new retail core, so if I have done ele.me and Meituan, do I still need to do Mini Program?

First of all, emphasize one point: every merchant must have his own Mini Program in the future. The difference is whether you should take the initiative to enter and grab customers now, or passively enter and defend in the future.

Then, it is suggested that all merchants should walk on two legs and do ele.me, Meituan and Mini Program at the same time. Why?

① fee:

Ele.me, Meituan, Dianping, this kind of platform, in addition to the accommodation fee, there is a commission of up to 15% or even 20% for each sale.

But Mini Program, there is only an annual service charge! Take the ninth program e-commerce solution as an example, the basic version costs only 1688 yuan a year, full free upgrade, no longer any fees.

② customer ownership:

The customers from ele.me, Meituan and Dianping are all the platform's own, not the merchants'. This kind of customers all go wherever they have milk. For example, if you have a discount in your activities today, he will come to you to eat, and as soon as your activities stop, he will go to other businesses on the platform.

But Mini Program is different. Mini Program is the merchant's own, and the customer is the merchant's own. If you are willing to introduce this customer to other merchants, they will have to give you a commission.

③ promotion method:

Ele.me, Meituan and others mainly rely on APP QR codes (non-store QR codes) and page links to share, but the promotion methods are limited.

Mini Program in addition to independent store QR code, there are mini code, Sun code, nearby Mini Program, official account association, page forwarding Wechat friends WeChat group and so on, more conducive to secondary marketing.

To take a simple example, a customer would like to come to your house for food and would like to recommend it to his friends. If you have ele.me, he should go to ele.me to find your shop and share it with his friends. His friends click to open it. It's ele.me 's Mini Program, but because ele.me 's Mini Program is too big and complex (after all, there are so many stores on the platform), it takes a lot of time to open it. The client will probably not wait, forget it and go to another home.

But if you have Mini Program, he can find your Mini Program store in Mini Program usage list and share it directly with his friends. It will open very quickly. Moreover, this customer is yours, not on a platform like ele.me.

④ Mini Program

Ele.me and Meituan also made their own Mini Program. The current process is like this. Ele.me made its own Mini Program, Wechat gave him free traffic, and ele.me sold this traffic to you. So, instead of buying Wechat for his free traffic in ele.me, you might as well receive the free traffic from Wechat directly on Mini Program.

Free exposure of 5 km of traffic

Nearby Mini Program, 5 kilometers of traffic free exposure, white traffic you do not want? Your peers will take it with a smile! Don't talk nonsense, open the nearby Mini Program and have a look to see if there are any of your colleagues inside!

Pay to keep, click to keep

Among the rules of use of Mini Program, there is one that is very overbearing and has been used as a first priority.

For example, customer An once had a meal in a hot pot restaurant, and when he paid, he scanned the code and paid by the store's Mini Program code, then the next time he searched Wechat for hot pot, the first result came out was the store's Mini Program. You can imagine how valuable this is.

So, it's what smart players do to rob users before others realize it.

If you have a micro-store, do you still want a Mini Program store?

It is recommended that all players who have become micro-stores should replace them with Mini Program stores for the following reasons:

1. Whether online or offline, the most important thing is traffic (passenger flow). Therefore, today we mainly compare the traffic entrances of the two, the existing traffic entrances of the two:

WeChat shop: official account menu, moments, WeChat group

Mini Program: more than 40 entrances such as nearby Mini Program, unified Mini Program entrance, search, official account picture and text push, official account menu, moments (Sun Code), WeChat group, support for long press QR code identification, support for issuing membership card coupons (official), support membership card directly open Mini Program, etc.

To take a simple example, if I see a micro-store, I like it very much, but I have something to leave temporarily, and then I may never find it again. But if it is Mini Program, in the Mini Program list page, there will be 10 Mini Program I recently viewed, and I can star or even put my satisfied Mini Program on the chat page, that is to say, your customers in the future. I can find you directly on the chat page!

2. Search Wechat, bringing a lot of traffic:

Micro-shop is a third-party plug-in, and its content will not be included by Wechat (that is to say, Wechat is not willing to include it). That is to say, if you use micro-store, then you can only force yourself to promote it. But if you open a Mini Program store, it can be directly exposed in the search of 900m Wechat users, and 900m Wechat users can directly search your store and your products.

3. Promote:

Mini Program is pushed to the chat interface (group or individuals), with its own advertising window, which shows a very attractive interface, but the micro-store only has a retweet effect similar to graphics and text, which is easy to be ignored (you can see the following picture)

Why do you want to change the micro-store to Mini Program now? Because of the search weight!

The first priority of Wechat search is the Mini Program that has been used, to be exact, if the keywords searched by the user match the name and keywords of your Mini Program store, then your Mini Program store will appear in the first place he searched.

And, have done Taobao, Baidu SEO all know, the search results are arranged, there must be a reference click, this is why Taobao merchants desperately do explosives, as long as you can do an explosive, you do not have to worry about traffic, the platform will continue to give you traffic, this is micro-shop can not do, but Mini Program can do.

Thank you for your reading. the above is the content of "what is the development trend of brick-and-mortar store Mini Program". After the study of this article, I believe you have a deeper understanding of what is the development trend of brick-and-mortar store Mini Program. Specific use also needs to be verified by practice. Here is, the editor will push for you more related knowledge points of the article, welcome to follow!

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.