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Today, I would like to share with you the relevant knowledge of how Mini Program e-commerce operates. The content is detailed and the logic is clear. I believe most people still know too much about this knowledge, so share this article for your reference. I hope you can get something after reading this article. Let's take a look at it.

(1) the difference between Mini Program e-commerce and traditional e-commerce

Why can't you always get a good ROI when you do Mini Program e-commerce instead of traditional e-commerce thinking?

The fundamental reason is that traditional e-commerce is flow thinking, while private Mini Program e-commerce should be user thinking.

1. The flow thinking of traditional e-commerce

On the traditional e-commerce platform, the relationship between users and brands is more about traffic buying and selling.

The brand sets up a store in the e-commerce platform, and its traffic comes from two aspects: one is to obtain users from the flow pool of the e-commerce platform, and the other is that the brand mainly imports the traffic users of the e-commerce platform from the public domain.

The advantage is that the input can be seen in time. Through the delivery of customers, diversion to the store into a transaction, the user path is clear and clear.

The disadvantage is that quantified output cannot be obtained without input flow costs. Users are more likely to buy and go, for users to reach the second touch and promote repurchase, to a large extent depends on the strength of users' perception of the brand.

Why traditional e-commerce can not do user thinking is due to the attributes of e-commerce platform.

The attribute of e-commerce platform is shopping, and the goal of users is clear, which is to solve certain needs. Generally, it is difficult for users to stay, let alone fission transmission.

Take a look at the team sharing hundreds of millions of yuan bonus led by Taobao on Singles' Day every year, the degree of participation is worse than one year, and the enthusiasm and enthusiasm of users gradually decline.

Taobao brand stores, the launch of fission coupons is also very difficult to fission new users in a large area. Cross-platform social communication is difficult, the cost is high, and the driving force of user behavior is insufficient, so it is impossible to fission new users in a large area.

The deficiency of store operation based on e-commerce platform lies in this, the lack of natural social communication scene, can not form a self-circulation of traffic.

Of course, the e-commerce platform has also done a lot of operational actions in order to retain users. Other APP traffic in the linked platform ecosystem, Alipay Farm planting trees can jump to Taobao Farm planting vegetable trees, Taobao continuous investment in the "sheep wool" check-in activities, the essence is to let users rely on the platform and habits, so as to enhance the platform user retention and traffic value, but the fundamental problem is difficult to solve.

2. The user thinking of Mini Program e-commerce.

If we use the flow thinking of e-commerce to do Mini Program e-commerce, instead of changing the user transformation model, just adding a new growth point for the brand, we will put the cart before the horse.

It's not that it won't work, but it's because we didn't make good use of the characteristics of private domain traffic, didn't dig out the life value of users, and didn't accomplish the mission of Mini Program e-commerce. It's just the WeChat of e-commerce, and of course we can't achieve a good ROI.

In my opinion, the value of Mini Program e-commerce mainly comes from the following points:

Become the brand's new growth flow pool. When the brand reaches a certain bottleneck in the Taobao e-commerce system, we need to find new breakthroughs. Mini Program e-commerce can to a certain extent make up for its traffic gap, obtain the turnover generated by new users in the private domain, and become a new growth flow pool for the brand.

Get a higher user LTV value. The private domain traffic pool based on Wechat ecology provides a continuous flow of self-circulating traffic for Mini Program e-commerce. Its user LTV value can be improved from three aspects, namely, the user repurchase rate, the customer unit price and the user value generated by the old and new users.

Mine natural traffic in the private domain. On the traditional e-commerce platform, brand owners can distribute various weighted content to bring natural traffic to the brand's flagship stores in the station.

By searching for a certain category, users can appear brand products, and then drain to the store for conversion, and enjoy the natural flow brought by the platform.

In the private domain, there is also a huge natural flow that needs to be excavated. Through official account, video number, live broadcast, moments and other ways, build brand private domain matrix, can attract more users to search for brands-visit-follow-place orders.

With the natural flow of Wechat's more than a billion daily active users, the new users it brings inject a steady stream of fresh blood into Mini Program e-commerce, so as to maintain the sustained growth of turnover.

Mini Program e-commerce is rooted in the private domain ecosystem, the advantage is that users are free and repeatedly accessible, can effectively enhance the value of users.

In addition to purchasing behavior, brands can maximize user value through a variety of marketing methods, and build a flow self-circulation system of product-content-experience communication trinity.

Then, how to make users repeatedly accessible and how to improve the repurchase rate of users is the problem that Mini Program operation needs to focus on.

Mini Program e-commerce operation needs to take users as the core and provide a set of in-depth user experience through products, services and rights and interests.

(2) how to do well Mini Program e-commerce operation

If we find out the value of Mini Program e-commerce, we will be able to figure out what Mini Program e-commerce should do. Generally speaking, it is to grasp one core, two major channels and three principles.

1. One core: taking user operation as the core

Abandon the traditional flow thinking of e-commerce, rely on the way of official account + Mini Program + community, build a private domain traffic matrix, and do a good job in the acceptance and transformation of users.

Take the user operation as the core, according to the user's portrait, the user's demand, the hierarchical operation reaches, provides the more personalized service and the welfare.

2. Two major traffic channels: paid traffic + natural traffic

According to the situation of the brand itself, sort out a clear user path, accept the paid traffic and natural traffic through the private domain matrix, and do a good job of operation at each level of the user conversion funnel, so as to improve the efficiency of user conversion.

The paid traffic includes two parts: internal and external traffic. Wechat ecological traffic: official account, kol community, information flow and moments advertising and so on.

Off-site, you can continue to direct Mini Program e-commerce through short video platforms such as Douyin and Kuaishou, content social platforms such as Xiaohongshu, and video content + KOL recommendations.

The natural flow includes three parts: the self-media flow matrix built by the brand, the natural access users from the search brand and the new users from the old users. This requires more brand volume growth through a wide range of operational strategies, including content, activities and marketing.

3. To improve the three principles of user retention and transformation:

Cultivate a sense of trust

According to data and cases, the stronger users' trust in the brand, the higher the retention conversion rate of Mini Program e-commerce users.

To cultivate the sense of trust of users, it is necessary to create different IP images according to brand attributes and reduce the sense of distance from users.

For example, beauty makeup category is suitable for the role positioning of teachers and American business reformers; knowledge payment category is suitable for the image of teachers, industry senior practitioners and scholars; and then through video, audio, graphics and text and other valuable content output to consolidate the image of IP.

Provide users with valuable services

Mini Program e-commerce is not just a carrier for selling goods. Not only for the purpose of selling goods, but to enable users to play in the private domain, establish a triple interaction among official account, community and moments, and permeate users' lives in all aspects.

Beauty makeup community, is it possible to carry out beauty makeup course sharing, make-up small tips, personal beauty business courses, the best makeup evaluation, and so on.

Can you share new items, live trailers, best clothes, etc., through moments. What users buy in Mini Program e-commerce is not only a set of products, but also a series of experiences matched with the products.

Let users have social behavior.

Let users socialize independently in the private domain of Mini Program e-commerce, rather than buying and leaving. Can be through the development of related functions and services, activity play planning to retain users.

In this respect, Mini Program e-commerce is also more likely. For example, beauty makeup Mini Program, you can open an AI make-up module in Mini Program Mall to subtract the cost of placing orders and choose the most suitable make-up products; and wash Mini Program can do smart skin tests and generate test reports for users' reference.

On the one hand, these functions can reduce the cost of user decision-making, on the other hand, users can share and spread these contents independently, bring more new users, and become the hook for users to fission customers.

(3) the four stages of Mini Program e-commerce

Think that if you want to do a good job of Mini Program e-commerce, you can operate it as a product.

At the beginning of the product design, it is necessary to confirm that the user path is smooth; in the product operation process, optimize the user experience, improve the retention of users; in the mature stage of the product, urge users to convert and issue orders, bringing actual benefits.

According to this stage, Mini Program e-commerce operation can be roughly divided into four stages:

1. Product building phase:

Based on Mini Program e-commerce as the core-build the private domain matrix of the brand. The specific user path is roughly as follows: drainage (paid + natural)-official account-Mini Program / individual account-community.

At the same time, operators can arrange official account, community and enterprise accounts according to the resources of each brand, and not necessarily all of them will be equipped in the first stage.

2. User customer acquisition stage:

Find the user portrait of the brand, select the crowd to do a good job of drainage. In the early stage of drainage within the platform, more can be recommended through the official account kol, supplemented by part of the information flow advertising to achieve the integration of quality and effect; link KOL+ live broadcast and products together to help brands solve the problem of private domain traffic transactions.

3. Operation transformation stage:

The key point is to highlight the rights and services enjoyed by users. Through the welfare of newcomers, buy one get one free, and get a single item at an over-value price, you can lock new users to place orders.

You can increase the user's repurchase rate and customer unit price by magnifying the purchase value of the user, such as buying a membership card and enjoying a discount on each item, giving away 1488 yuan of milk powder that exceeds the value of the membership card at one time.

You can unlock more members' rights and interests through points, such as shopping points, or activity points, over-value redemption prizes, large shopping vouchers and online and offline services.

4. Wastage recall stage:

This reflects the benefits of building a private domain system, multi-layer funnel filtering high-minded users; multi-layer entry layout to maximize the retention of users.

If users are not in the official account, they can wake up again from the official account; if they are not in Mini Program, they can wake up again through the official account + community.

The core of the user recall is to improve the user's label, clear requirements, and a higher chance of access and recall.

Seeing this, brands may think that the transformation of Mini Program e-commerce operations is too slow.

Of course not, it can be divided into different stages, in order to mark the focus of each stage and operational strategy, easy for operators to interpret. In essence, these operational stages can be carried out at the same time.

These are all the contents of the article "how Mini Program operates". Thank you for reading! I believe you will gain a lot after reading this article. The editor will update different knowledge for you every day. If you want to learn more knowledge, please pay attention to the industry information channel.

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