After watching the “Million Small program Summit” held by Youzan in Guangzhou last Saturday, do you have a deeper understanding of small program? Everyone has their own opinion about small programs, depending on the point of view, whether or not everyone is still being purified. In fact, in the context of small programs, there are many opportunities.
There are 170 million small program daily accounts. How many merchants profit from it?
Which business in the end do good? Why do they do so well?
What should we do?
Businesses with small programs as the core, public number + stores +APP+ small programs + community to form the overall flow of a closed loop. The core of applets is social content, which is designed to help businesses drive traffic. Good content output will bring loyal fans. Of course, both traditional enterprises and e-commerce enterprises need to make strategies according to their own conditions. Start by identifying what’s most important right now and what’s happening in your industry. Then determine where the opportunity to change trends is and what changes have taken place in the minds of consumers. The chance of a small individual is whether you are experimenting and adapting to your strengths.
First, consumption upgrade changes the business model
Nowadays, the cost of acquiring customers of traditional e-commerce is too high. Consumers want to buy cheap goods, so the platform will pressure the suppliers, and it will be difficult for the suppliers to make money.
Traditional e-commerce — people looking for goods
Wechat e-commerce — Goods for people
From people looking for goods to find people, the gene of wechat is that we live in wechat, not because to buy things to wechat. So the opportunity of new channel brand comes, baidu era Internet to mobile Internet, wechat era, the opportunity of ordinary people is here. Wechat billions of new battlefield, small program enabling, low cost of acquiring customers, wechat ecological e-commerce we still have the opportunity.
Second, find the right way to create their own new brand matrix
All industries are constantly creating new brands, new brand matrix, the only way for the old brand to survive is to continue to innovate. Is there an opportunity for small program empowerment for offline traditional retail? Of course it does. It changes with each passing day, depending on your evolutionary abilities. Pain points of our times: fake goods, information bubble, difficult choice, sense of security. The upgrade of consumption concept, the key lies in the core essential competitiveness: trust economy.
Third, what is special about small programs – users and traffic
1. First of all, merchants can use no centralized platform, and small programs have the characteristics of low development cost and low drainage cost. The advantages of small programs are lightweight and easy to use, increasing the user’s sense of trust. User experience is significantly higher than that of H5, which affects user perception. Users pay more attention to security and experience. Small programs can introduce high loyalty users at a low cost.
2, small program multi-entry available, business ductility, with rich user interaction ability, help to create high-frequency use scenarios.
Four, how to use small programs to cultivate highly loyal users?
All platforms are concerned about “loyal” users, how to obtain accurate traffic is the problem every business is thinking about.
Advertising empowerment – public number + small program solutions
Ads help you find users, and applets help you retain them. The ultimate goal of promotion is to cultivate users’ active access habits.
1, direct/indirect drainage to small programs through advertising, advertising in the small program.
2, select products + quality service + marketing strategy, deepen the user’s impression, through high-quality content to reach users, do purchase conversion.
3. Redefining deactivated users through advertising and remarketing opportunities.
4. Users take the initiative to visit and maintain long-term and stable use habits. After the user purchases, it will be transferred from the public account to the small program, which can stimulate the customer to reach the small program from the public account, and the behavior of the user to access the small program will become a habit.
580,000 small procedures, developers will also become traffic.
Excellent examples of small programs:
Take your time: With the help of mini programs, the cost of acquiring a customer has fallen by 30% and the click-through rate has doubled.
Women’s brand: the queen’s new, grassroots brand, do not need to advertise, small program to achieve 30% re-purchase rate, on the one hand for the public add powder, and then from the public drainage to small program.
One: the cost of acquiring customers for APP is between 120-200, and the cost of acquiring customers for small programs is 50. The key is to further improve the secondary transformation through the subsequent retention of small programs.
The jump between small programs reflects its integrity, and the characteristics of small programs that are used to go, that is, to sweep reflect high quality and convenient user experience. Nowadays, everyone’s perception and evaluation of small programs are different. Whether you can benefit from them depends on whether and how much you really invest in them. Of course, the investment is not just material. Don’t wait for your competitors to profit before you rethink. Throughout the development of new things, the first to eat the crab can taste delicious.