Shulou(Shulou.com)06/02 Report--

With the upgrading of consumption and the personalization of consumer demand, as well as the maturity of technology, we will find that new models are gradually emerging, and the effect is also very obvious. When it comes to the difference between social e-commerce and traditional e-commerce, the ecology of Wechat is a very typical driven ecology. Traditional e-commerce involves people looking for goods. I believe many people also see that some platforms are also pushing traffic. Many people say that there are thousands of people. We must let the goods look for people. Besides the consumers' behavior is relatively simple, the cost we pay is relatively high.

To learn more about E + new retail industry Internet, you can search the official account "Industrial Internet Service provider"

Mini Program customization

In terms of traffic, traditional e-commerce we have to spend a lot of money on traffic acquisition, as well as operational communication, social e-commerce communication chain is very wide, as well as user types, user stickiness, social e-commerce should be stronger, like Wechat. People should spend more than two hours or more on Wechat every day.

In terms of customer acquisition cost, social e-commerce split marketing low-cost customers, consumption types we find that social e-commerce based on interest or social relationships, first stimulate demand, and then guide consumption. This is the comparison of the characteristics of the two modes of e-commerce.

Today I am talking about the layout of social e-commerce with Mini Program. Mini Program may be a natural tool for laying out social e-commerce at present, and the advent of Mini Program e-commerce may mean the coming of the next period of time. Mini Program can not only connect external applications, but also make all services interoperable.

These are the three core advantages. Now there are basically more than 60 kinds of traffic entrances. Wechat has about 1.08 billion active users. I think this can also be tried. And Mini Program has its own traffic, and it is also a business entrance. It opens up payment, logistics and third-party services to form a strong closed loop.

When we get traffic, the online platform has changed from a traditional platform to a resource platform. You assign resources to me. At this time, all the voice must be on this platform. I will use two examples to illustrate that this is a short story. The so-called hunting operation and farming management. When hunting in ancient times, we first had to prepare tools for bows and arrows, including clothes and horses. Look for a venue when you're ready. We are looking for that place, the process of finding a place and preparing something is actually a process of getting traffic, but we find that when I run to the field, the prey runs away or does not hit the prey, which means this behavior is a failure. Let's feed it back to social ecommerce. I did an activity and the traffic came, but I left after shopping. Is this the possible effect of this activity?

On the contrary, agricultural operation is not quite the same. The process of finding and obtaining flow is similar, but after our flow comes over, I can catch it and precipitate it. This means that your entire flow pool will be bigger and bigger, and the larger and larger flow pool means that your brand has more and more loyal supporters.

Someone once asked me, what will be the trend of retail and electronic commerce in the future? I once expressed a point of view, in fact, this is a traffic pool, after we can precipitate the traffic into this brand or this merchant, these people are the basis on which you can expand your model in the future, and also the foundation of your entire industry.

WeChat Mini Programs customization

How do traditional e-commerce transfer to Mini Program e-commerce?

Strategy one: Mini Program + official account.

I believe some people here have already used Mini Program. It is good to use the public. Have Mini Program + official account really combined it to play? I think we can think about this. As far as I understand it, the official account is for customer communication and customer precipitation. Mini Program is for transactions. The two of them can be combined, one to do transactions and the other to precipitate. These two may be better organized to retain your users.

Strategy 2: Mini Program + advertising.

We will find that when we were doing traffic acquisition before, in many cases, the accuracy of traffic was not enough, so whether it can be matched according to the tone of your brand and the real target population of the product. I believe this is very important for everyone. To take a simple example, your product is 200 per customer unit price. If I buy a person with a unit price of 2000 yuan, will the probability of me buying 200 goods be very high?

In fact, the shopping guide is a typical example. We hope to get more accurate people to come to your store, whether online or offline. At this time, we need to make accurate delivery, such as ads on moments. You can receive ads in your circle of friends from time to time, there are high-end, middle-end and low-end, this may be based on the characteristics of everyone at present, in fact, many people have a question. I don't have much buying behavior or many other behaviors on Wechat. Why can it position me as a BMW watcher while that person is a razor watcher? there may be some things you don't know very well. in fact, your trading behavior and daily behavior have a lot to do with two-dimensional data, such as your moments. Your contact with those circles may have an impact on your entire data.

Strategy 3: Mini Program + fission distribution.

For example, the models of group buying, bargaining and distribution are already familiar to everyone, and the one who has done the best in the field of distribution may be pinduoduo. It is conceivable that the means of distribution are of great benefit to the expansion of traffic and business. Our whole system actually has two sets. In addition to meeting the online distribution based on social fission, we can also operate traditional offline channels, such as group buying and bargaining. There are many ways to play group shopping, all of which are to ask friends and colleagues in your circle of friends to help you complete the deal, and so is bargaining.

Social ecommerce allows customers to stay on their platforms

Strategy 4: Mini Program + Mini Program.

You may not quite understand, in fact, it is Mini Program matrix, its traffic can be interconnected, but also can avoid some risks, multi-touch, territory expansion, supplement the shortcomings of major and mini programs.

Strategy 5: Mini Program + community.

Members of the community must not ignore it. Community marketing is a very good marketing tool, and it is very accurate. Let me tell you a very small example. I have a client from Yunnan who is a local specialty of Kunming. He has contracted a lot of farmland to grow some crops, such as fruits, which can not be sold at first. Cooperate with us, we give him advice and community. His monthly sales can now reach more than 2 million, and is rising steadily, before and after only half a month.

Strategy 6: Mini Program + offline.

Must not ignore their offline traffic, can make online and offline interaction, online and offline some things to circulate, your people to pass, so that online and offline services are the same, if there are traditional stores and online stores, or to be able to layout smart retail.

Stroll to the store-play Mini Program e-commerce chain is these points, Mini Program + official account + advertising + fission play + community + Mini Program matrix + offline linkage

To learn more about E + new retail industry Internet, you can search the official account "Industrial Internet Service provider"

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