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

To do social e-commerce is inseparable from social media tools. At present, there are many social tool platforms in China. How to choose correctly? this question can be made according to our business needs. But my personal suggestion is that Wechat is a necessary social platform, followed by Douyin platform.

Let's take a look at Wechat. What help does Douyin platform have to run a business and do social e-commerce?

Today, we explain the operation ideas and landing methods of Wechat social e-commerce through the four dimensions of WeChat Mini Programs, official account, WeChat group and Wechat marketing system.

(1) Wechat social e-commerce.

After eight years of struggle from 2011 to 2019, Wechat is no longer a simple social tool, it has formed an ecosystem, including "social tools, payment tools, media platforms, finance, life services, business services, games and so on."

Wechat is also a link.

The linker of offline entities and cyberspace and group scenarios, which represents the traffic in the mobile Internet era must pass through the entrance.

Therefore, it is an indispensable tool for enterprises to do social e-commerce and WeChat. They can do interactive communication through social functions, do content circle fans through official accounts, use Mini Program as a trading platform, and merchants do financial management level. attached to Wechat, a social ecosystem with 1 billion users, with the support of Wechat ecosystem, doing social e-commerce will have the backing of success.

1. The use scene of WeChat Mini Programs

Mini Program as a trading platform is also an offline and cyberspace and community linker, because with Mini Program this should not be downloaded tool, can help businesses empower, through the Mini Program linker to open up three-dimensional space, to build a three-dimensional channel form.

Coupled with the function of Wechat mobile payment, which allows merchants to obtain customers until the realization of transactions is not hindered by online or offline space, Mini Program, as a decentralized application, is attached to the Wechat ecosystem, and users can reach it. By forwarding recommendations and sharing, help merchants fission and multiply user resources.

Mini Program is attached to the ecosystem of 1 billion users, like a fish in water and swimming like a fish in the sea. It can go to any corner to eat and get customers.

(1) Mini Program

Store Mini Program is developed by Wechat to help offline merchants (stores) get offline customers in the same city area and help merchants solve customer traffic problems.

Because the rent cost of most brick-and-mortar stores is very high, but the passenger flow is limited, the operation is either close to death, shaky, or heavily in debt.

In this case, Mini Program can help offline stores, obtain nearby online customer base to offline stores to purchase above and services, or help offline stores to obtain nearby customers to place orders directly on Mini Program. At the same time, through the store Mini Program trading platform and linker, to break through online and offline obstacles.

Customers can see nearby businesses through Mini Program nearby, and they can go to the store directly or consume transactions on Mini Program. At the same time, they can share Mini Program to their moments or recommend it to friends. Retweet it to WeChat group (incentive policies can be set for users to forward, for example, transactions generated by users' forwarding can be divided), and offline passenger traffic can be expanded through nearby online user groups. Let users double and increase store sales.

(2) the use of Mini Program in the group

In the course of our social e-commerce operation, WeChat group is a tool that can help merchants do rapid fission, so how to use Mini Program in the group!

Build trust endorsement through the social interaction of the group, spread in the group through self-media, and then turn a group into ten groups and 30 members into 300 members through profit-driven and value-driven.

We get through the group of huge user groups want to cash can not be separated from Mini Program, the display of goods or services display information! We need a carrier.

Mini Program has another function in addition to the exhibition of goods and services, even though transactions, group members can choose their favorite goods and services through the carrier Mini Program, and the transaction is completed directly through WeChat Pay through Mini Program in the group scene.

According to the 300X10 of a group member, the transformation of 10% of a group is the turnover of our group traffic, but in the actual operation, some of our students have reached the scale of a hundred-group war.

(3) the use of Mini Program and official account

Mini Program and the public are easy to bind, the official account does content marketing output practical information value and marketing activities customers to get users, after obtaining new users, Mini Program as an activation tool, trading platform, so that user fans quickly cash.

Official account as a fan pool, after accumulating a large number of users, Mini Program as a data analysis tool, classified management according to users' behavior, preferences, gender, energy consumption, etc., so that the public can do targeted content and activities according to user portraits when doing content practical information and marketing to get push, to help Mini Program do publicity, achieve speed and improve turnover.

(4) the use of Mini Program in Wechat

As a social e-commerce operator, we can later add users to WeChat through social activities, which makes it easier for us to further promote our marketing.

Let me take a case. A friend makes health products. Their main customer source is Wechat, which allows potential users to add work Wechat through web search promotion, self-media promotion, etc. Up to now, each employee has three WeChat accounts and three mobile phones, with an average of 3000 potential users of Wechat. It is through this method that a team of 10 people has achieved 50 million yuan in sales in the first year.

How did you do that?

First, get a large customer base through network promotion, self-media, etc.

Second, communicate with customers through Wechat to build awareness.

Third, mobile payment is readily available on the trading platform through Mini Program. The customer service posts the Mini Program link to the moments and recommends it to the customer, who can place the order directly after seeing it. Use Wechat as a social tool and let customers build awareness and trust to endorse us, promote through Wechat moments, and do transactions through Mini Program.

(5) offline usage scenarios

Mini Program offline use scene and store Mini Program is a little different, store Mini Program is to get online traffic to offline to help stores increase revenue.

The offline Mini Program usage scenario is aimed at social ecommerce operators in offline stores to obtain traffic for online Mini Program through offline stores and to communicate online and offline traffic at the same time.

two。 Official account of Wechat

Wechat public platform believes that many enterprises and organizations are in use, whether it is Subscription account, service number, or WeCom, everyone should have a certain understanding of this.

Next, we take social e-commerce as the center to talk about the role of public platform "Subscription account, service number" in the social e-commerce operation system.

(1) the role of Subscription account in the social e-commerce system

Subscription account in the social e-commerce system, more is to do practical information content, industry information, soft advertising, marketing activities and other information dissemination.

The second is the link interface of the social e-commerce mall activities, such as group purchase and second kill activity page in the custom menu, and the users obtained from Subscription account's content fans can be imported into the social e-commerce activity portal for conversion.

Because Subscription account can send one (5) articles every day, which makes up for the disadvantage of service number content output.

(2) the function of service number in social e-commerce system.

The service number is the main link interface of self-operated social e-commerce, and the home page and main business of the mall will be placed on the service number.

Because the service number can be displayed on the home page of Wechat, it is convenient for users to link with us, which Subscription account can't do. The service can also spread self-media content, but it can only be released once a week, so what we release every week is more about marketing activities. because most of the users who follow our service number are attracted through the community and Wechat sales, they all know us and have established trust endorsement, so the service number outputs more of our goods and makes cash.

3. WeChat group

WeChat group is an indispensable traffic entrance in the operation system of social e-commerce, in which the seven functions of Wechat can help businesses spread quickly and increase turnover!

Which seven functions?

The social function of the first WeChat group; establish a cognitive relationship with the members through the social function of the WeChat group.

The communication function of the second WeChat group; once the group members have knowledge of the community, we can publish practical information and build trust endorsement.

The marketing function of the third WeChat group; with the support of cognition and trust endorsement, we can do marketing to get activated users.

The link function of the fifth WeChat group; WeChat group is the linker of offline and cyberspace users, with WeChat group can open up the three-dimensional space, so that users can gather and communicate with each other.

The fission function of the sixth WeChat group; with the WeChat group, we will not be limited by the number of users in the operation of social e-commerce, through profit channels and value-driven, let users pull users, old with new and die-hard fans to help us differentiate the type and number of WeChat groups, and let users multiply quickly.

The trading function of the seventh WeChat group; all the functions we do are ultimately for trading. With the cognitive and trust endorsement we mentioned earlier, we can cut leeks in the trading link and use WeChat Mini Programs as a trading platform.

4. Wechat Marketing system-- Network-wide drainage system

If social e-commerce does not have Wechat intelligent marketing system, it will be like an airliner without wheels, with very low efficiency, high labor costs and long time. E + New Retail Industry Internet combines Mini Program and official account to develop Wechat marketing system.

Original: zsyncmall.com/html/xwzx/xydt/127.html

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