Decentralization of wechat apps
The impact of wechat apps on wechat e-commerce mainly includes the following aspects:
1, expanding the flow entrance. Through wechat app, enterprises can get more Internet traffic, and it is also a high-quality and low-cost user traffic. The earlier they do the app, the more traffic they can bring to enterprises, and the higher their loyalty
to sum up, wechat app is a new marketing mode, and more applications are being improved. For enterprises, it is another opportunity to seize the qualitative change of the Internet. The app does not need to be developed, and it can help enterprises save the cost of development and marketing promotion. At the same time, wechat itself has a huge user group, To further enhance customer stickiness and create more value for enterprises, enterprises without wechat apps should move quickly and do not miss this opportunity to increase their income
the value of apps: the emergence of wechat apps is undoubtedly a revolution in the retail instry
in the past, in order to sell procts on the Internet, powerful enterprises would generally build a mall website or app for promotion, but the experience of websites and apps for users is not high. When users open a website, it usually takes several seconds for the page to load, and the way of page Jump on the mobile end is also very uncomfortable. Sometimes, after users browse a website and exit, they can't find a good way to complete, Maybe I can't find this website in my life, because it's really hard to remember a website, and it's not easy for users to browse the basic brand for the first time; App is more difficult to promote, and the cost is very high
in the past, most businesses chose to open stores on traditional e-commerce platforms, such as Taobao, Jingdong, meituan, etc., but now, if they want to occupy a place on these platforms, they need to pay a high cost. The cost of opening stores is even higher than that of opening physical stores, and the proportion of meituan is even more frightening
wechat app is a decentralized thinking, which avoids the dominance of e-commerce and solves the problem of poor experience of web page and app. It has fast opening speed and low development cost. The most important thing is promotion. Businesses can develop corresponding functional moles according to their own business model without high promotion cost, Only the developed marketing function can realize the Autobiography of the mall. Under the social platform of wechat, the fission speed is amazing, so as to achieve the purpose of new and re purchase. Building a wechat app mall belongs to the self built mall, which is not subject to the control of the platform, and the user data obtained belongs to the merchant.
In the wechat open class, Zhang Xiaolong, the father of wechat, gave a speech for 68 minutes. Only one sentence mentioned e-commerce, "does someone say that small programs are specially prepared for e-commerce? Of course, it is impossible. ", This is obviously a refutation. After 2817 years of development, wechat app has proved that there are not many stories to tell in e-commerce. The subsequent "jump" game shows that the e-commerce has not been given too much imagination, and it has begun to turn the strategy of small app to the direction of game
Tencent announced that Jingdong and Meili will set up a new joint venture company Meili to operate wechat e-commerce business, which seems to run counter to Tencent's announcement of decentralization strategy. It can be seen that Tencent is not very satisfied with the growth of small programs in e-commerce, There is no hope to fight Ali in e-commerce through small programs. It seems that Tencent investment tiktok is still very moist, and many people use the social interaction to get users through the way of incing sharing. But the rate of return visits is very low. Maybe Tencent invested so that it will get the privilege of incing sharing. If we change to other enterprises, Tencent will be closed long ago. p>
the reason why we are very optimistic about small programs is nothing more than wechat, the largest traffic platform in China, and Tencent will give a lot of support to small programs in the early stage of development. However, you will develop because you have made small programs. E-commerce still has no traffic. Before, the popularity of small programs, on the one hand, was the official propaganda. On the other hand, in other e-commerce platforms, such as Taobao and Jingdong, it is more and more difficult to obtain traffic and the cost of getting customers is higher and higher. We regard small programs as an outlet. But Zhang Xiaolong said that wechat will not make neutral diversion entrance for small programs, but we have found many neutral diversion entrances such as Jingdong, vipshop and meilishuo in Jiugongge of wechat. Only enterprises invested by Tencent can enjoy the privilege of small programs. Others should wake up and do what they should do
as an e-commerce platform, Ali has a clear shopping theme. With the help of search and recommendation, part of the traffic will be diverted to the businesses, and then the businesses will provide services. This is a natural user, because it is an active consumption scenario. Wechat is a social scene. There are too many things that can be done. Consumption is only a small part of it. Users lack the awareness and scene of using small programs to actively purchase goods, and e-commerce also lack the source of traffic. Therefore, all this is the lack of scene
decentralization is an ideal reality, but the lack of neutral traffic support, I am still not very optimistic about small programs. Tencent also realized that, so it began to explore more possibilities of wechat, and its strategic direction changed to its familiar small program game. Another important point is that the growth of wechat has slowed down and even peaked. Therefore, Tencent wants users to spend more time on wechat and increase users' use time and frequency. Maybe Tencent's financial report in the future is not the growth of wechat users, but the stay time of users on wechat and the frequency of opening wechat in the cycle
in this wave of small programs, we have been in a situation of "no use, no pity" for a long time. What kind of attitude should small content programs survive
first of all, we need to understand how content applets should be positioned in the overall wechat content ecology< Official account is official account. Official account is not necessarily a substitute for br / > first. Now many good public numbers try to replace their official account with small programs. This is not a sensible thing. The current small program can not replace the public number as the main carrier of WeChat content. Content procers should consider how to use the ability of small programs to help widen their boundaries. There are more suitable forms
interaction is a good positioning. A series of interactive functions based on content. For example, annotation, message, interception of a paragraph to share cards, these are the official account can not give users experience.
more importantly, there are more possibilities in the form of content in small programs, such as answering questions, which is essentially showing intelligence superiority. This invisible content mode is a very powerful way of promotion, which has been proved by the success of the king of minds< Br / official account entrance, on the other hand, developers must also face up to the short board of the current small program. Its entrance entrance is deep, it is not concive to the two opening, and the user retention and sticky is not strong. The best way is to make the small program a supplement to the existing content or official account.
de centralization of WeChat, the two distribution of official account traffic
the essence of social interaction is centralization, which bottled up to mold the current WeChat and laid the foundation for the development of ecology.
App accounts for 80% of the download and traffic volume, while the official account of the top ten thousand accounts for only 20% of the reading and traffic volume of the one thousand. The tail of official account traffic is very long, which is beyond the expectation of many people.
in the face of such a centralization of traffic ecology, many good public numbers are getting higher and higher in the current official account of "official account". The cost of getting users or finding them is higher and higher. So the central ecosystem will be distributed inefficiently after overprosperity. The official account system needs two distribution, a lighter and simpler way of distribution.
the most important feature of small program is its high efficiency and low cost
the threshold for users to try and use is very low, and compared with H5, small programs can provide a closer experience to app. So at this time, regardless of its conversion rate, retention rate, small program is a very valuable entry for users to try procts. Behoove content small program of course has become the perfect tool for the two distribution of official account traffic.
when it is clear that a small program is used as a supplement to a subscription number and a group, we can extend this logic. If we want to play this supplementary role, there is no doubt that it depends on who has a subscription number, who has a large subscription number, who has many fans, and who has excellent content.
applet has no entrance, which is just like official account. People who haven't used applets can't find access. Small program can scan through the two-dimensional code to enter. It can be said that the entry of the app is not in wechat, but in the QR code
2. Will there be a place similar to the download store for downloading apps
No, the app doesn't have a download process, so there won't be an app store to download, but it can be found and searched. This is a decentralized form, so we will not make a classification ranking recommendation
3. Does the app have a subscription relationship
official account can have many fans, but the small program will not have subscription relationship. So developers of small programs can't rely on the number of fans, only the number of visits. Fans don't mean visiting. It is fundamentally different from the official account, and is a new form.
4. Can the applet push messages
the answer is No. It's like every website you visit can send you a message and you'll crash. But we're going to provide some ways of reaching. If you use an operation in a small program and want to receive a notification, we will provide a notification entry. This is a very limited notification capability. We have to limit it very strictly. We should avoid the occurrence of "accepting a lot of spam"
5. Can applets be shared
applets can't share with friends, but they can share with chat and group chat. There is a big difference between the two. In the internal discussion of wechat, when sharing small programs in the group, it was just a spread with the group. But now the sharing of small programs is not only a spread, but also a new way of cooperation. For example, the voting function of the small program sharing to the group, means that all group members can immediately start the small program to vote. This small program can have everyone's login status, this group task can be shared by all people in the group, and any person's update will be seen by people in the group, which will bring more collaborative small programs.
what is business? Proct + operation! As long as any instry violates these two principles, there is only one dead end
if the proct garbage and operation can't keep up, even if they are sold on tmall and Jingdong, no one will buy them, let alone the half dead physical stores
what is an applet? Small program is social field, not traffic field, Taobao, Jingdong, search engine they are playing traffic. So small program does not proce flow, if someone says to you, small program gale mouth, embrace 900 million flow, that he 80% is a swindler
the e-commerce in the social scene of the small program, it goes further, shortens the distance between the seller and the buyer, and promotes the social cashing value. Its application scenario is offline, social communication generates traffic, but the small program itself does not generate traffic. If you operate the small program as Taobao, the result will disappoint you
it will be very easy for you to understand the social cashing principle of small programs on the road of operation. For example, virtual membership card is a tool that can deeply bind your customers. It can lock customers with points, coupons and other functions. If the proct is better, the repurchase rate will be very high in the later stage, which will make you laugh Member marketing, this function can write a Book)
in addition, social networking is the killer of small programs. It can bring more loyal users to the store, and share can use the discount, which allows users to spontaneously recommend your store to friends. Pinoo is a typical example, but it uses the bargaining function, which can make thousands of troops, Free to work for him, countless ashes, willing to become a st of it, imagine the user, so sticky, enterprises can not make money
tianketong small program can generate artifact with one click, such as spell group, distribution, bargaining, lottery, red envelope, etc., more than 100 kinds of marketing plug-ins, massive templates, free use, with tutorial, which is enough for small and medium-sized enterprises
or that sentence, wechat app is a very good marketing tool. People with ability can make money everywhere. Is Guan Gong's Qinglongyan moon knife powerful? But in the hands of ordinary people, it's just a toy
How to analyze the value of wechat apps
since the emergence of the concept of APP in January 2017, almost all the related apps of big brands have been online, and we seem to be used to app
small program development
in the period of continuous official efforts, as an enterprise, before judging the value of small programs, it may be a more scientific way to sort out ideas:
1. For many concepts and important functions of small program, we should try our best to understand them first
2. Special development of small programs, although not everyone can do it immediately, but the "lift a hand" of small programs had better not be lazy, who knows which moment will play a role
3. While paying attention to the specific updated functions and details of the small program, you can think subjectively from the perspective of the enterprise. In the wechat function you are developing or applying, whether the small program can cover the integration, if so, you can really consider the development. After all, the small program itself can solve the problem of loading speed and response speed. However, the needs of enterprises vary, which needs careful consideration
4. It's OK to focus on small programs, but once you decide to put it into development, you need to make a good plan for the subsequent promotion and more extension matters. Otherwise, small programs that cost a lot of money to make may become chicken ribs
5. From the first batch of "trendsetters" small programs at the beginning of last year to the constantly upgraded landscape, it is not difficult to find that different categories, themes, functions and small programs for crowd attributes are growing happily. At this time, if you want to study hard, you might as well look up at the development path and self iteration track of these small programs, and learn from them, which may open up new ideas for your own research and development
although the small program is still very young, it can not be analyzed in a few words. In short, if your brand owns a WeChat official account, it is still necessary to apply for a "small store procere". p>
1. User complaints
wechat as a C-end proct, the interests of users always take precedence over businesses. Once the transaction in the small program has disputes with users and is reported and complained, it is very likely to face the situation of being punished. Therefore, it is necessary to put an end to the behavior of false publicity, selling fake and other disputes in the small program, and do not have a fluke mentality
2, cry up wine and sell vinegar
small proceres require that the service category match the business license when submitted for examination. If the small program is provided online, the non business category service will be triggered. The censorship mechanism will be triggered. Meanwhile, the official account, the name of the enterprise and proct will be misused without authorization. The contents of the infringement will be cleared up for a time limit. If the non-compliance still exists after the expiration date, it will be taken off the shelf
3. One of the abilities of incing and misleading users is social fission. However, many small program operators pursue to use various ways to guide or even force users to forward small programs, which greatly affects the user experience. What we need to pay attention to is to guide users through customer service messages, force users to provide personal information for further activities and guide users to click on advertisements, They are both inced violations
4, the number of external swipes
wechat voting activities are very popular, but they often encounter swipes, leading to unfair competition. In addition to services such as swiping tickets and powder for others in small programs, it is not allowed to entrust a third party to provide swipes, click ads, share profits and so on, which will also lead to the consequence of being blocked
5. The ability of abusing the interface
applet comes from the interface provided by wechat, so abusing the interface will also lead to punishment. For example, monitoring user screenshots, pushing marketing information with template messages, recording user clipboards, collecting user privacy information, etc. all belong to the abuse of small program functions, and they will face punishment if they are complained or detected
6, suspected illegal
7, IOS virtual payment
e to the pumping policy of IOS system for virtual goods, at present, wechat IOS client does not allow any virtual proct transaction that does not go through Apple's official channels, including knowledge payment, payment pre appointment, reward and other services common in small programs, It is not only illegal to guide users to pay through other channels, but also not allowed to display relevant proct pages and payment buttons
as a decentralized proct, the only way to maintain the healthy development of ecology is to strictly control the small program, which is inseparable from the respect of the business behind each small program for the rules. Instead of asking why my app was blocked, it's better to know the rules in advance and not give the platform the opportunity to punish
currently, app has opened the door of new retail. With the increase of APP entrance, it will naturally attract a steady stream of customers. This entrepreneurial model is more suitable for people who already have offline or online stores
2, content
through a series of social games, social E-commerce makes small programs spread in wechat and other communities, thus triggering purchase behavior. Such as yogan rocker. In fact, content and social e-commerce essentially replace the previous H5 mall or third-party shopping platform with small programs. However, e to the faster and more accurate touch of small programs, the drainage effect of content and social interaction will be much better
4. O2o service
o2o service uses the strong online drainage of small programs to guide users to offline stores and promote transformation. Take the restaurant as an example, consumers enter the restaurant's app from the nearby app, social sharing, in text advertising and other channels, and then go to the restaurant for consumption after receiving the voucher. After consumption, the store can also retain user information, establish a membership system, further understand the user's consumption habits, preferences, etc., and finally make targeted recommendations, member preferences, etc. At present, the typical examples of issuing coupons through small programs are Starbucks, McDonald's and so on.
1, computer opens WeChat web page, hits "WeChat