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实体店什么必须用微信小程序?不用会怎么样?

时间:2018.09.06 来源:http://www.weidaoshang.cn

如果要让我来回答这个问题,那么我的答案会是:因为你的客户在用微信啊!但很多店老板,似乎认为这个理由还不够充足,那好,我今天就跟大家详细的聊一下。
If I were to answer this question, my answer would be: Because your customers are on Wechat! But many shopkeepers seem to think that this reason is not enough, well, I'll talk to you in detail today.
一、大势所趋
First, the general trend.
这四个字听起来特别的虚,但确是最实在的。看到这篇文章的人,应该都起码知道什么是小程序,但你知道微信小程序、你还知道支付宝小程序吗?还有谷歌小程序?小米小程序呢?这里不细说,小程序专家就想说一句,这是国内外的互联网巨头都在搞的东西,被誉为互联网的下一站,你说是不是大势所趋?
These four words sound very empty, but they are the most real. Anyone who sees this article should know at least what a small program is, but do you know WeChat applet, do you know Alipay applet? And Google applet? Millet small program? Here do not say in detail, small program experts want to say, this is the Internet giants at home and abroad are doing things, known as the next station on the Internet, you say is the general trend?
再说点跟店老板切身相关的。去年,马云提出了一个新零售的概念,同年双11,优衣库就被成为新零售的标杆案例,他是怎么做的呢?双十一活动期间,客户可以在优衣库天猫旗舰店消费,然后到线下去提货。一句话总结新零售,就是线上引流,线下消费。
Another point is closely related to the shop owner. Last year, Ma Yun proposed a new concept of retail, the same year double 11, Uniqlo has become a benchmark case of new retail, how did he do it? During the double eleven activities, customers can consume Tmall's flagship store at UNIQLO, and then pick up the goods on the line. One sentence sums up the new retail business, that is, online drainage and offline consumption.
店老板你们也可以理解为,马云搞的电商,已经把所有的客户给抢完了,线上已经没有多少空间了,所以,他来抢线下的饭碗了。实体门店,你们现在经营地艰难吗?私下骂过多少次马云,乱搞价格战,把客户都给抢走了?未来,只会更难!
Shop owner you can also understand that Ma Yun engaged in the merchant, has all the customers to snatch up, there is not much space on the line, so he came to snatch a job off the line. Physical stores, do you have a difficult place to operate now? How many times have you scolded Ma Yun in a private way? Have you done all the price wars and robbed the customers? In the future, it will be even harder.
当时的电商,搞死了多少没有做电商的传统企业,现在,新零售就会搞死多少没有做新零售的实体。现在就是一个站队的时候,如果你不做,国内两大巨头,腾讯的微信小程序,还有马云的淘宝+支付宝小程序,就会联合那些做了的人,先搞死一批没有做的,把这一批人先给挤出去。
At that time, the merchants killed so many traditional enterprises that did not do e-commerce, and now, new retailing will kill so many entities that did not do new retailing. Now is a time to stand in line. If you don't do it, the two big domestic giants, Tencent's WeChat applet, and Ma Yun's Taobao + Alipay applet will join those who have done it. First, kill a group of people who haven't done it, and squeeze them out first.
小程序好比是一张入场券!你做了,就可以进入到微信流量共享圈,否则就跟你无缘!现在谁不用微信?如果你不用,你的对手在用,微信就会助力对手抢走本属于你的客流!
Applet is like an admission ticket! If you do, you can enter the WeChat traffic sharing circle, otherwise you will not have a chance! Who doesn't use WeChat now? If you don't need it, if your opponent is using it, WeChat will help your opponent to steal the passenger flow that belongs to you.
二、小程序与饿了么、美团的区别?
Two. What is the difference between a small program and a hungry one?
按照新零售的“线上引流,线下消费”的核心,看起来,美团、饿了么这样的O2O平台,更像是真正的新零售核心啊,那么我做了饿了么、美团,还需要做小程序吗?
According to the new retail "online drainage, offline consumption" core, it seems that the United States, hungry, such as the O2 platform, more like the real new retail core ah, so I did hungry, the United States, need to do small procedures?
首先,小程序专家强调一点:每一个商户未来都必须要要有一个自己的小程序,区别是在于,你是现在自己主动进入,主动去抢客户,还是未来被动入局,被动防守。
First of all, the small program experts emphasize that every merchant in the future must have a small program of their own, the difference is that you are now active to enter, take the initiative to rob customers, or the future passive entry, passive defense.
然后,我建议现在所有的商户都两条腿走路,做了饿了么、美团,同时也去做小程序,为什么呢?
Then, I suggest that now all merchants walk on two legs and do hungry, beauty troupe, but also do small procedures, why?
1、费用
1. Cost
饿了么、美团、大众点评,这类平台,除了入驻费,还有每笔销售高达15%、甚至是20%的佣金;但是小程序呢,只有年服务费,而且费用是固定。
Are you hungry, beauty troupe, public comment, such platforms, in addition to admission fees, there are up to 15% or even 20% commission per sale; but the small program, only annual service fee, and the fee is fixed.
2、客户归属
2. Customer ownership
饿了么、美团、大众点评上面来的客户,都是平台自己的,而不是商家的,这类客户都是哪里有奶去哪里,比如说,你今天搞活动有优惠,他就来你这里吃,你活动一停,他就跑去平台上面的其他商家那里去了。但是小程序不一样,小程序是商家自己的,客户更是商家自己的。如果你愿意把这个客户介绍给其他商家,对方还得给你佣金。
Are you hungry? The customers from the American troupe and the public comment are all the platforms themselves, not the merchants. These customers are where the milk goes. For example, if you have a discount today, he will come to eat here. When you stop, he will go to other merchants on the platforms. But the small program is different, the small program is the merchant's own, the customer is the merchant's own. If you are willing to introduce this customer to other businesses, the other party will also have to give you a commission.
3、推广方式
3, promotion mode
饿了么、美团等主要依靠APP二维码(非店铺二维码)和页面链接分享,推广方式有限;小程序除了独立店铺二维码以外还有小程序码、太阳码,附近的小程序、公众号关联、页面转发微信好友微信群等等,更有利于二次营销。
Are you hungry, the US troupe and so on mainly rely on APP two-dimensional code (non-store two-dimensional code) and page links to share, promotion methods are limited; in addition to the independent store two-dimensional code, there are small program code, sun code, nearby small program, public number association, page forwarding Weixin friends Weixin group and so on, more conducive to secondary marketing.
4、小程序
4, small program
饿了么、美团自己也做了自己的小程序,现在的流程是这样的,饿了么做了自己的小程序,微信免费给他流量,饿了么再把这种流量卖给你。所以说,与其在饿了么买微信给他的免费流量,还不如直接在小程序接收微信给你的免费流量。
Are you hungry, the troupe has made its own small procedures, and now the process is like this, hungry to do their own small procedures, Wechat free to him traffic, hungry to sell this traffic to you. So instead of buying free traffic from a starving Wechat, it's better to receive free traffic from you directly in a small program.
三、5公里流量免费曝光
Three, 5 km flow free exposure
附近的小程序,5公里流量免费曝光,白给的流量你不要?你的同行就笑纳了!不说废话,打开附近的小程序,看一下,里面有没有你的同行!
Near the small program, 5 km flow free exposure, the flow of white do not you want? Your colleagues will laugh! Do not talk nonsense, open a small program nearby, see if there are your colleagues in it!
四、支付即留存、点击即留存
Four, payment is retained, clicking is retained.
在小程序的使用规则里面,有一条非常霸道的,曾经使用列为第一优先级。举个例子,客户A曾经在一家火锅店吃了饭,支付的时候,扫码扫的是这家店的小程序码付款的,那么下次,他在微信里面搜索火锅,出来的第一个结果,就是这家店的小程序。这个价值有多大,大家可以想象一下。所以,抢在其他人还没有意识到的时候,先抢用户,这是聪明的玩家做的事情。

In the usage rules of small programs, there is a very overbearing one that has been used as the first priority. For example, customer A once ate a meal at a hotpot store and paid for it by scanning the store's small program code. Next time, he searched for the hotpot in Wechat, and the first result was the store's small program. How valuable is this? Let's imagine. So, grab users before anyone else realizes it, and that's what smart players do.

五、有了公众号,还要不要小程序?
Five, with a public number, do you want small programs?
公众号与小程序是一种互补关系,公众号强在内容,小程序强在成交、引流。
Public number and small procedures are a complementary relationship, public number is strong in the content, small procedures are strong in the transaction, drainage.

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很多门店都会通过公众号进行广告投放、推广自己的门店、新品,但这种情况,效果是无法评估的,我们可以看到有多少人读了这篇文章,但是却统计不到多少人因为这篇文章到店消费了,有了小程序,就不一样了。
Many stores advertise and promote their own stores and new products through public numbers, but the effect is not assessable. We can see how many people read this article, but we can not count how many people because of this article to shop consumption, with a small program, it is different.
小程序可以与公众号进行无缝对接,门店可以利用公众号进行软文宣传,然后在文章中直接插入小程序,用户可直接跳转购买or领取优惠券,然后去线下消费。估计有朋友就要问了,之前也可以直接跳转到饿了么、美团啊?首先,跳转到外部的平台,只能放到阅读原文,体验感远远没有小程序的调整效果好。其次,大家回顾一下第四条,你特意花钱给饿了么、美团引流?
Small programs can be seamlessly docked with public numbers, stores can use public numbers for soft-text publicity, and then insert a small program directly into the article, users can jump to buy or get coupons, and then offline consumption. It is estimated that some friends will have to ask, before they can jump directly to hungry, the U. S. mission? First of all, jump to the external platform, can only be placed in the reading of the original, the experience is far from the small program adjustment effect is good. Next, let's take a look back at article four. Do you specifically spend money on hungry and American draining?
六、有了微店,还要不要小程序店?
Six, with a micro shop, but also do not shop small programs?
建议全部做了微店的玩家,都把微店换成小程序店,理由如下:
It is suggested that all players in the shop should be changed into a small program store. The reasons are as follows:
1、不管是线上还是线下,最为看重的,就是流量(客流),所以,我们今天主要对比一下两者的流量入口,目前两者已有的流量入口。
1. Whether on-line or off-line, the most important thing is the flow (passenger flow), so today, we mainly compare the two flow entrance, the two currently have the flow entrance.
微店:公众号菜单、朋友圈、微信群;
Micro shop: public menu, friends circle, WeChat group;
小程序:附近的小程序、统一的小程序入口、搜一搜、公众号图文推送、公众号菜单、朋友圈(太阳码)、微信群、支持长按二维码识别、支持发会员卡券(官方的)、支持会员卡直接打开小程序等超过40个入口;
Widgets: Nearby widgets, unified widgets entries, search, push of public numbers, public numbers menu, circle of friends (sun code), Weixin group, support long by two-dimensional code identification, support for issuing membership card vouchers (official), support membership card directly open widgets, etc. more than 40 entries;
2、微信搜一搜,带来海量流量
2, WeChat search, bring massive traffic
微店是一个第三方插件,他的内容是不会被微信给收录的(或者说,微信不愿意收录),也就是说,如果你用微店,那么你只能苦逼逼的自己去推广,但如果你开了小程序店,就可以直接曝光在9亿微信用户搜索中,9亿微信用户可以直接通过搜一搜搜索到你的店铺、你的产品;
Microstore is a third-party plug-in, its content will not be included by Wechat (or, Wechat does not want to include), that is, if you use a microstore, you can only force yourself to promote, but if you open a small program store, you can directly expose in the search of 900 million micro-credit users, 900 million micro-credit users. You can search your store and your products directly through search.
3、推广
3. Promotion
小程序推送到聊天界面(群or个人),自带广告橱窗,展示的界面非常吸引人,但微店就只有类似图文的转发效果,容易被忽略;
The small program is pushed to the chat interface (group or individual), with its own advertising window, showing the interface is very attractive, but the micro-store only similar to the image and text forwarding effect, easy to be ignored;
为什么要现在把微店换成小程序店?因为搜索权重!
Why should we change the micro shop into a small program store now? Because search weight!
前文我们介绍了微信搜索的第一优先级别,是曾经使用,确切来说,是曾经使用过的小程序,如果用户搜索的关键词与你的小程序店的名称、关键词相匹配,那么你的小程序店就会出现在他搜索出来的第一顺位。
In the previous section, we introduced the first priority of Wechat search, which is once used, to be exact, once used, a small program. If the keywords searched by the user match the name and keywords of your small store, then your small store will appear in the first priority of his search.
而且,做过淘宝、百度SEO的都知道,搜索出来的结果排列,一定会有一个参考点击量,这也是淘宝商家为什么要拼命做爆品的原因,只要你能做出来一个爆品,你就不用愁流量了,平台会源源不断的给你流量,这一点,是微店做不到的,但是小程序却能做到。
And, have done Taobao, Baidu SEO know that the search results are arranged, there will be a reference click, which is why Taobao businessmen are desperate to do explosives, as long as you can make a explosive, you do not have to worry about traffic, the platform will continue to give you traffic, this is a micro shop It can't be done, but small programs can do it.
简单来说,乘着别人还在犹豫要不要做小程序,你先做了,先积累了一批流量,当你的历史用户足够多的时候,这个小程序就能源源不断的为你带来流量。
Simply put, while others are still hesitating to do a small program, you do it first, accumulate a lot of traffic, and when you have enough historical users, the small program will continue to bring you traffic.
综合以上,门店为什么要做小程序?首先,这是大势所趋,不用你迟早会被逼着用,现在用,乘着微信对小程序管控还不是很严格,做小程序的商家还不是很多,坐享微信给你的一系列红利,比如5公里的客流推送;做了美团,不是你不用小程序理由,两条腿走路,才能走的更快更远;有公众号的,同时用小程序互补,成交才能源源不断;有微店的,赶紧把微店换成小程序吧。
Above all, why do stores do small procedures? First of all, it's the general trend. You don't have to be forced to use it sooner or later. In order to go faster and farther; have a public number, and at the same time complement each other with small procedures, business can continue; have a micro-shop, quickly change the micro-shop into small procedures.
小程序未来带来的颠覆性还会更多,因为它不再是是一个简简单单的通讯工具,而是一个“连接器”,作为一个超级用户渠道连接各行各业的一个桥梁,深入到产业里面,让各行各业实现互联网,带动产业的变革,机会也将是巨大的。
The future of widgets will be even more disruptive, because they will no longer be a simple communication tool, but a "connector," as a super-user channel to connect all walks of life a bridge, deep into the industry, so that all walks of life to achieve the Internet, industry change, the opportunity will also be Tremendous.
曾经历过微信公众号的红利的人,也许已经赚到了人生第一桶金,也许在观望的过程中与之擦肩而过,互联网信息化的时代,同质化程度越来越普遍,首要的是快!快!快!小程序在2017年1月9日上线,市场并没有完全普及,大多数的商家和用户还不清楚小程序的用法,甚至觉得这是有钱人才能用的起的东西。而且大品牌已经介入这个市场,这就说名此时在处于早期红利期,把握时机最为关键!
People who have experienced the dividend of the public name of Weixin may have earned the first bucket of gold in their lives. Perhaps they passed it by in the process of watching. In the era of Internet informatization, the degree of homogeneity is becoming more and more common. First of all, fast! Quick! Quick! The widget was launched on January 9, 2017, and the market was not completely popular. Most businesses and users did not know how to use the widget, or even thought it was something that could be used by wealthy people. And big brands have been involved in this market, which means that at this time in the early dividend period, seize the opportunity is the most critical!
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