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你知道为什么微信小程序比微信商城好吗?

时间:2018.09.13 来源:http://www.weidaoshang.cn

小程序的发布,体现了微信对应用程序生态的把控,也可以看出腾讯的电商梦又开始觉醒了。小程序的出现会让微信越来越深的介入化场景营销,通过丰富电商购物场景去推动电商化进展。
The release of the small program reflects Weixin's control over the application's ecology, and it can also be seen that Tencent's e-commerce dream has begun to wake up. The emergence of small programs will make Weixin more and more deeply involved in scene marketing, by enriching e-commerce shopping scenes to promote e-commerce progress.
商河网站外包托管以下将通过小程序和微信商城的搭建成本、功能差异、用户体验、营销场景、运营管理五个方面的对比,让你一目了然地清楚两者的区别优劣。
The following will be through the small program and Weixin Mall building costs, functional differences, user experience, marketing scenarios, operation and management of five aspects of the comparison, so that you can clearly distinguish the advantages and disadvantages of the two.
一、搭建成本
Construction cost
小程序:
Small procedures:
目前还没有接触过小程序的人可能不大清楚这个成本,但业内人士都清楚,从几千到三两万,足够做出一个基本满足你需求的小程序,这个价格不会差太多,而且再过些日子,将会更加透明化。
People who haven't been exposed to widgets at the moment may not be quite sure about the cost, but industry insiders know that from a few thousand to thirty-twenty thousand, it's enough to make a widget that basically meets your needs. The price won't be much worse, and it'll be more transparent in a few days.
微信商城:
WeChat Mall:
以第三方中价格较低的有赞为例,四千多起步,价格较高的点点客二万多一年。两者在这方面相对来说并没有太大的差价。
Take the third party in favor of the lower price, for example, more than 4000 start, the higher price point customers more than 20,000 a year. There is not much difference between the two in this respect.
而且市场上原来做微信商城的第三方公司,基本上都已经清楚小程序的趋势将不可阻挡,所以以有赞、微盟为代表的技术商果断加入来分切这块蛋糕。
And the original market as a third-party Wechat mall companies, basically have been clear that the trend of small procedures will be irresistible, so to praise, Weimeng as a representative of the technicians decisively joined to cut this cake.
但他们选择了折中的办法 -- 在自己原有的微信商城系统里加入小程序生成插件。也就是说只有购买了他们商城以后,才能再购买小程序插件,基于自己的微信商城生成一个小程序。
But they opted for a compromise by adding a widget-generated plug-in to their original Weixin mall system. That is to say, only after buying their mall, you can buy a small program plug-in, based on their own Weixin mall to generate a small program.
二、功能差异
Two. Functional differences
不得不说,小程序的功能支持已经超出很多人预期。就目前来说,两者在功能上已经很难说出谁优谁劣,但未来肯定是小程序优于微信商城。
It has to be said that the support function of the small program has exceeded many people's expectations. For now, it's hard to tell who's better or who's worse in terms of functionality, but the future is sure to be better than Weixin.
首页展示、商品管理、会员体系、营销系统、财务系统、数据管理、管理与配送、O2O系统、分销、多商户等等,这些大的版块上,小程序已经基本实现功能满足。
Home display, merchandise management, membership system, marketing system, financial system, data management, management and distribution, O2 system, distribution, multi-merchant and so on, these large sections, the small program has basically realized the function to meet.
且小程序可设计性、改造性较强,可以根据自己的需求开发出不同特色的小程序,满足各个行业领域的需求,微信商城在这方面略显笨拙。
And the small program can be designed, transformable, according to their own needs to develop different characteristics of small programs to meet the needs of various industries, Weixin Mall in this respect slightly clumsy.
但微信商城毕竟是已经相对成熟的体系,所以在和其他的系统或平台对接上有明显优势,且在这些大的功能版块上,细节优化更好。
But after all, Weixin Mall is a relatively mature system, so there are obvious advantages in docking with other systems or platforms, and in these large functional blocks, the details of the optimization is better.
你可以理解为两个产品,一个流畅精致一个粗糙简陋,这个则是下面我们要讲的用户体验问题。
You can understand two products, one smooth and refined and one rough and crude, and this is the user experience problem we're going to talk about below.
三、用户体验
Three, user experience
使用体验:
User's experience:
微信商城的优势在于它一个完善的商城体系:比如说商城层级较多,可以更加清晰的展示产品,购物体验更加良好,在页面流畅度上目前两者没有明显区别。

The advantage of Weixin Mall is that it has a perfect mall system: for example, the mall has more levels, can display products more clearly, shopping experience is better, there is no obvious difference in page fluency between the two at present.

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反之,小程序在使用体验上则有待完善。
Conversely, small programs need to be improved in the use experience.
打开方式:
Open mode:
打开方式是微信商城的劣势:需要用户关注公众号,点击自定义菜单,进入对应页面至少三步操作,相对于小程序打开商城的操作步骤较繁琐。
The way to open the mall is the disadvantage of Weixin: users need to pay attention to the public number, click on the custom menu, enter the corresponding page at least three steps of operation, compared with the small program to open the mall operation steps more cumbersome.
小程序没有任何打开层级,直接扫码或者点击就能打开,可谓一步到位。
The applet can not be opened without any opening level, and it can be opened directly by scanning or clicking.
支付方式:
Payment method:
这也是微信商城的一个弊端,必须关注公众号,而小程序则可以略去这个环节。

This is also a drawback of Weixin Mall, we must pay attention to the public number, and small procedures can omit this link.

四、营销场景
Four, marketing scenario
小程序在这方面无疑是优势尽显,毕竟小程序主打的就是场景化营销。
Small program is undoubtedly the advantage in this respect, after all, the main application of small program is scene marketing.
微信商城目前无法独立展示,必须依托于公众号。而小程序除了可以在搜索框直接搜索进入,群聊留存,用户使用之后留存等线上入口外,线下更是有无数种展现入口,这些是微信商城不能相比的。
WeChat mall can not be displayed independently, it must rely on the public number. In addition to the small program can search directly into the search box, group chat retention, user retention after the use of online entries, there are countless kinds of offline display entries, these are not compared to Weixin Mall.
使用场景的不同,也导致两者的目的略有不同。微信商城意图吸引粉丝,留住粉丝,培养客户;而小程序提倡用完即走,方便消费者,但对商户而言较难留客。
The different usage scenarios also lead to a slightly different purpose. Weixin Mall intends to attract fans, retain fans, and cultivate customers; and small programs advocate to run out of the convenience of consumers, but it is difficult for merchants to stay.
总体而言,小程序以线下实体商家服务延伸为主、电商为辅;微信商城则以电商为主。
Overall, the small procedures to offline entity merchant service extension, supplemented by e-commerce; Weixin Mall is mainly e-commerce.
五、运营管理
Five, operation management
微信公众号是基于粉丝运营的,这点是毋庸置疑的,不管是原创内容,还是各种营销活动,无非是为了吸粉、培养、再引导他们到商城里面消费转化。
There is no doubt that Weixin's public number is based on fans. Whether it's original content or various marketing activities, it's just to attract, cultivate and guide them to the shopping mall.
所以做一个必须依托于公众号的微信商城只是开始,后期运营和推广是核心。但运营这个问题目前大多数商家没有能力去解决,对于商家来说是个头疼的问题,这就强调专业运营团队的重要性。
So to be a Weixin mall which must rely on the public name is just the beginning, and the later operation and promotion is the core. But the operation of this problem is currently not the ability of most businesses to solve, for businesses is a headache, which emphasizes the importance of professional operation team.
但小程序就比较简单粗暴,理想状态是基于用户的使用和消费场景,用户需要购买什么东西,刚好有个对应的小程序出现,交易就能达成,省却中间所有的环节。
But the small program is relatively simple and rough, the ideal state is based on the user's use and consumption scenario, what the user needs to buy, just a corresponding small program appears, the transaction can be achieved, save all the links in the middle.
弱化运营代表着,可以把更多的精力投入到推广当中,而且小程序非常需要推广。
Weakening operations means more effort can be devoted to promotion, and small programs are in great need of promotion.
结语:
Conclusion:
不管是微信商城还是小程序,其目的都是希望能够无缝衔接用户从微信到商城购物的过程,这是微信商城为什么会随着微信崛起的主要原因,也是小程序势不可挡的主要原因。
Whether it is a Weixin mall or a small program, its purpose is to seamlessly connect users from Weixin shopping mall process, which is why Weixin mall with the rise of the main reason why, but also the main reason why small programs irresistible.
简言之,小程序会对微信商城产生影响,这是必然的。但就近阶段来讲这个影响不会太大,一方面是腾讯的调性一贯是克制,所以不会在微信生态内出现太过剧烈的震荡,另一方面一个新生事物取代一个已经基本成熟的体系,总是需要时间的。
In short, small procedures will have an impact on WeChat mall, which is inevitable. But in the near future, the impact will not be too great. On the one hand, Tencent's tone has always been restrained, so there will not be too much turbulence in Weixin's ecology. On the other hand, it will always take time for a new thing to replace a basically mature system.
目前而言,微信商城比较成熟,小程序多样化。如果非要分出谁适用谁,我觉得接下来的发展中,个人就选微信商城,线下商家更偏向于定制小程序。
For now, WeChat mall is more mature and diversified. If you have to figure out who's right for whom, I think that in the next development, individuals will choose Weixin Mall, offline businesses are more inclined to customize small procedures.

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