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想打造小程序精品电商?看这四点你做到没!

时间:2019.01.15 来源:http://www.weidaoshang.cn

小程序电商正成为腾讯在网络购物领域和阿里竞争的一枚极具杀伤力的新棋子。研究机构调研发现,有54.4%的用户使用小程序电商购物的原因之一是小程序页面简洁方便、操作简单。与电商APP相比,小程序电商的商品性价比高、兼有娱乐功能等,满足“即买即走”购物需求的同时满足用户社交娱乐需求。
Small-program e-commerce is becoming a lethal new chess piece for Tencent to compete with Ali in the field of online shopping. Research institutes found that 54.4% of users use small programs for e-commerce shopping, one of the reasons is that small program pages are simple and easy to operate. Compared with App, small-program e-commerce has high cost-effective commodities and entertainment functions, which can meet the "buy-and-go" shopping needs and social entertainment needs of users.
小程序电商的大幕已经拉开。背靠微信的小程序电商拥有的弯道超车机会,是信息流的重构,以及随之展开的购物行为变化。随着用户刚需减少,传统平台电商目标购物、搜索购物场景也在下降,未来更多可能是"发现"和"分享"式的类新零售购物场景。在产品设计上,小程序借助这一优势将常见的分享功能将内容共享延伸成一种新的交易协作模式。分享形式从静态图文链接引入,再转入第三方平台完成消费,继而转化为显而易见的商家动态信息,进一步简化交易过程。
The curtain of small-program e-commerce has been opened. The turning overtaking opportunities of micro-app e-commerce relying on Wechat are the reconstruction of information flow and the subsequent changes in shopping behavior. As users just need to reduce, the traditional platform e-commerce target shopping, search shopping scenarios are also declining, the future is more likely to be "discovery" and "sharing" type of new retail shopping scenarios. In product design, small programs use this advantage to extend common sharing functions to a new mode of transaction cooperation. Sharing forms are introduced from static graphic links, then transferred to third-party platforms to complete consumption, and then transformed into visible business dynamic information to further simplify the transaction process.
随着小程序电商市场的迅速升温,行业未来也将面临细分和洗牌。在消费升级趋势下,许多消费者网上购物时更看重的是商品品质和购物体验,而不只是单一的低廉价格。优质好物对社交购物的中高端消费者来说更具吸引力。企业打造精品小程序的时候,还需要注意些什么呢?

With the rapid warming of the small-program e-commerce market, the industry will also face subdivision and shuffling in the future. In the trend of consumer upgrading, many consumers pay more attention to the quality of goods and shopping experience, rather than the single low price. High-quality goods are more attractive to middle and high-end consumers of social shopping. What else should enterprises pay attention to when they build high-quality small programs?

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1.用户定位
1. User Location
小程序和在淘宝这类平台上做电商不同,它强调精耕细作”的运营模式,你的选品、你的整体风格、你的宣传方式都要符合核心用户的喜好,简单来说就是用户的精准定位,才能刺激市场需求实现购买; 坚持目前品类和选品,走大众化路线,但寻找性价比更高的供应商降低商品价格。
Small procedures are different from doing e-commerce on Taobao platform, which emphasizes intensive cultivation and careful operation. Your selection, your overall style and your propaganda should conform to the preferences of the core users. Simply speaking, the precise positioning of users can stimulate market demand to achieve purchase. Stick to the current category and selection, follow the popular line, but find a better supply with better performance-price ratio. Businessmen cut commodity prices.
2.内容趣味性
2. Interestingness of content
所策划的营销活动要具有趣味性,以及具有可传播点,才能激起用户在社交平台进行传播并引起群体共鸣,最终实现营销转化,比如根据热点或节日制造内容专题,引导用户关注。当然还要挖掘商品卖点,优化标题,第一眼就吸引住顾客。大家可以从产品功能方面、使用技巧方面、行业分析多方面进行,也可用更多的方式去推广,比如小视频或者有趣的图文。有趣的+产品也许会得到意想不到的效果。
The planned marketing activities should be interesting and have communication points, so as to arouse users'communication on social platforms and arouse group resonance, and ultimately achieve marketing transformation, such as making content topics according to hot spots or festivals, and guiding users' attention. Of course, we also need to dig out the selling points and optimize the title so as to attract customers at first sight. We can do it from the aspects of product function, use skills, industry analysis, and more ways to promote it, such as small video or interesting graphics and text. Interesting + products may have unexpected effects.
3.激发购买欲
3. Stimulating Purchasing Desire
在淘宝商品会通过标签如特卖、限时抢购等标签来吸引顾客的关注。在小程序商家也可以在主推商品新增标签,如:明星同款、抖音同款、销量排行榜、会员福利区等。只有你的商品深入人心,激发大家的购买欲,才会有客户购买。

In Taobao products, customers will be attracted by tags such as special sale, time-limited snap-up and other tags. In the small program business can also be in the main promotion of new labels, such as: the same star, the same jitter, sales charts, member welfare zones and so on. Only when your products reach the hearts of the people and stimulate their desire to buy, will customers buy them.

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4.打造仪式感
4. Create a sense of ritual
将上新、特价抢购等活动形成固定机制。比如每天更新特价抢购商品,时间设置在早上10点,上架前的预告,就可以固定成一种仪式感。
Fixed mechanism will be formed for activities such as updating new products and snapping up special prices. For example, the daily renewal of special purchase commodities, the time set at 10 a.m., before the shelf notice, can be fixed into a sense of ritual.
一直以来,小程序商城运营的秘诀就是让用户记住你,只要记住你,才会去找你哦!
All along, the secret of small program mall operation is to let users remember you, as long as you remember, will go to you oh!

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