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对于实体店来说,小程序为他们带来了哪些机会?

时间:2019.02.20 来源:http://www.weidaoshang.cn

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。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。
Last year, Ma Yun put forward a new concept of retail. In the same year, Shuang11, Uniqlo became the benchmark case of new retail. How did he do it? During the Double Eleventh Event, customers can consume in Uniqlo Tiancat Flagship Store, and then pick up the goods offline. To sum up the new retail business is to drain online and consume offline. Small program is like an admission ticket! If you do, you can enter the Wechat Traffic Sharing Circle.
半年前也许你还不怎么明白微信小程序究竟是什么,但现在你可能已经很习惯生活中有小程序的存在了。面对小程序不可阻挡的火爆,商家们怎么可能不行动,但“没有红利”的小程序究竟有什么用?是不是真的对用户有所影响,能够为商家带来利益?首先,拿餐饮行业来说,商家已经入驻了饿了么、美团,还需要做小程序吗?下面小编就给大家分析一下,小程序能给实体店带来什么机会。
Half a year ago, you probably didn't quite understand what Wechat applets were, but now you may be used to having them in your life. Faced with the irresistible explosion of small programs, how can businesses not act, but what is the use of "no dividend" small programs? Does it really have an impact on users and bring benefits to businesses? First of all, take the catering industry as an example, has the merchant settled in hungry, the United States League, but also need to do small procedures? The following edition will give you an analysis of what opportunities small procedures can bring to physical stores.
1、增加曝光率
1. Increasing Exposure Rate
小程序可以被直接分享给好友和群,而通过分享图片和二维码的方式,小程序还可以被分享到朋友圈,实现了小程序在微信环境下的充分传播,而被广泛传播的小程序显然提高了商家的曝光率和知名度。

Small programs can be directly shared with friends and groups, and by sharing pictures and two-dimensional codes, small programs can also be shared into the circle of friends, to achieve the full dissemination of small programs in the environment of Wechat, and the widely disseminated small programs obviously improve the business exposure and visibility.

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2、费用
2, 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;而小程序只需要开发费用和维护费用、对比下来小程序所花费的费用则低不少。
Are you hungry, American League, public comment, such platforms, in addition to residential fees, there is a commission of up to 15% or even 20% per sale; and small programs only need development and maintenance costs, compared with the cost of small programs is much lower.
3、利用线下场景入口
3. Use offline scene entrance
小程序已经拥有超过40个入口,其中线下场景入口丰富,既能让线上商家大量吸引线下用户,又能让线下商家快速开拓线上渠道,实现引流的作用。而通过丰富的线下场景入口,小程序可以有效提高用户体验,增加用户粘性。
Small programs have more than 40 entries, of which the off-line scene entrance is rich, which can not only make online businesses attract a large number of off-line users, but also enable off-line businesses to quickly develop online channels to achieve the role of drainage. And through the rich offline scene entrance, the small program can effectively improve the user experience and increase user stickiness.
拿餐饮小程序来说,用户只需进入小程序,就可以自助点单、付款,节约了大量等待时间。同时,“附近的小程序”也为餐饮店的外卖业务筛选出一批潜在用户。餐饮小程序还能外接小票打印机,进一步提高了商家的经营效率。
Take the small catering program as an example, users only need to enter the small program, can self-help order, payment, saving a lot of waiting time. At the same time, "nearby small programs" also screened out a number of potential customers for catering takeout business. Food and beverage small procedures can also be attached to small ticket printers, further improving the business efficiency.
4、客户归属
4. Customer Attribution
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优惠去哪里,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。
Are you hungry, the beauty troupe, the public comment on the above customers, are the platform itself, not the merchants, such customers are where there are concessions to go, for example, if you have concessions today, he will come to you to eat, when you stop, he will run to other businesses on the platform.
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。

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, they will also give you a commission.

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5、推广方式
5. Promotion methods
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;
Are you hungry, the beauty troupe and so on mainly rely on APP two-dimensional code (non-store two-dimensional code) and page link sharing, promotion methods are limited;
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。
In addition to the two-dimensional code of independent stores, small programs, solar codes, nearby small programs, public number association, page forwarding Weixin friends Weixin group, etc., are more conducive to secondary marketing.
6、小程序
6. Small Procedures
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 American League has also made its own small procedures. Now the process is like this. When hungry, it does its own small procedures. Wechat gives him free traffic. If hungry, it sells you this traffic. So instead of buying the free traffic from Wechat when you are hungry, you might as well receive the free traffic from Wechat directly in the applet.
在这里大数聚强调一点: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。 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
Here we emphasize that every merchant in the future must have its own small procedures, the difference is that you are now initiative to enter, take the initiative to grab customers, or the future passive entry, passive defense. Simply put, while others are still hesitant to do a small program, you do it first, first accumulate a lot of traffic, when you have enough historical users, this small program can continuously bring you traffic.
综合以上我们可以看出 ,继公众号之后,微信又给我们开拓了一片可以大胆尝试的领域。
In summary, we can see that after the public number, Wechat has opened up a field for us to boldly try.
小程序带来的红利,现在更多的人还在不断的摸索中,任何一个场景都可能成为小程序的一个突破口。在这个新领域做一些尝试,并没有什么坏处,不是吗?
The dividend brought by small programs, now more people are still exploring, any scenario may become a breakthrough for small programs. It's not bad to try something in this new field, is it?

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