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电商的新途径竟然是?

时间:2018.08.07 来源:http://www.weidaoshang.cn

目前关于小程序的论调主要有三种:
At present, there are three main points about the small program:
1、电商正在以商品为核心转向以人为核心。
1, the electricity supplier is taking the commodity as the core and turning to the human core.
2、社交电商逻辑正在颠覆货架电商(搜索)逻辑。
2, social business logic is subverting the shelf business (search) logic.
3、商家要注重私域流量,这才是商河全网营销互联网下半场最重要的打法。
3, businesses should pay attention to private sector traffic, which is the most important way to play in the second half of the Internet.
所有呼声都源自小程序,也指向小程序。拼多多借此一骑绝尘,永辉借此打通智慧零售任督二脉,连网红作家咪蒙都对它寄予厚望。对于那些已经被电商巨头垄断多年、蚕食多年、甚至蹂躏多年、找不到出路的电商玩家来说,小程序像一片绿洲。
All calls come from small programs, and also to small programs. Jiduo takes this opportunity to ride the dust, Yonghui takes this opportunity to break through the wisdom of retail Ren Du's two veins, even the Internet writer Mi Mong have high hopes for it. For those who have been monopolized by e-commerce giants for many years, nibbled for many years, or even ravaged for many years, can not find a way out of the e-commerce players, small programs like an oasis.
部分商家已经告别了流量几近干涸的平台,坚信选择小程序电商才是正确的出路,被他们抛弃的,我们称之为“古典电商”。因为小程序电商的出现,以及腾讯的介入,电商正在重新焕发活力。

Some businesses have said goodbye to the near dry platform, and believe that the choice of small programs is the right way out. They are abandoned by them. We call it "classical e-commerce". Because of the emergence of small program electronic business, and the involvement of Tencent, the electricity supplier is revitalized.

商河全网营销

为什么那么多商家除了入驻淘宝、京东、亚马逊等电商平台以外,越来越多的商家选择做自己的小程序,商家做小程序的意义到底在哪里?
Why so many businesses in addition to Taobao, Jingdong, Amazon and other e-commerce platforms, more and more businesses choose to do their own small programs, the meaning of business making small programs in the end?
商人是最精明的,什么能赚钱,他们心里很清楚。如今,平台型电商流量越来越贵,小程序的成本优势和强社交属性,不仅很大程度降低成本,也给商家多了一个重要的卖货渠道。以美赞臣为例,其官方旗舰店小程序上线两个月,引入订单量和订单金额月均环比增长190%和170%。
Businessmen are the most astute. They know very well what makes money. Nowadays, platform type e-commerce is becoming more and more expensive, the cost advantage and strong social attribute of the small program not only greatly reduce the cost, but also give the merchant an important selling channel. For example, Merchant's official flagship store widget went live for two months, with the monthly average increase of 190% and 170% in the number and amount of orders introduced.
其实这背后的逻辑就是:微信生态圈中的电商空间并不饱和,社交电商的空间很大。
In fact, the logic behind this is that the electricity supplier space in the WeChat ecosystem is not saturated, and there is a lot of room for social business.
也有人说社交电商逻辑正在颠覆货架电商(搜索)逻辑;还有人说商家要注重私域流量,这才是互联网下半场最重要的打法 。
It is also said that the logic of social electronic commerce is subverting the logic of the shelves (search); others say that businesses need to pay attention to the flow of private domain, which is the most important play in the second half of the Internet.
小程序就是微信的进化和延伸。如果说微信是圈地(实际上是圈用户)做生态,小程序电商则是做商业地产。如果说淘宝等平台电商是流量,腾讯的微信里是流量池。
The small program is the evolution and extension of WeChat. If WeChat is enclosure (in fact, circle users) to do ecology, the small program business is doing commercial real estate. If Taobao and other platform providers are traffic, Tencent's WeChat is the traffic pool.
巨头也为流量焦虑的时代中,流量和流量池,一字之差,逻辑完全不同。
The giant is also in the era of flow anxiety, the flow and flow pool, one word difference, logic is completely different.
淘宝流量的留存难以被运营,但微信则像一个蓄水池,能通过公众号、社群、个人号把粉丝沉淀下来。微信自带强社交关系,解决了电商的信任问题,并能进行用户裂变,淘宝流量则无法裂变。
Taobao flow retention is difficult to operate, but Weixin is like a reservoir, through the public, community, personal number of fans precipitation. Weixin has a strong social relationship, which solves the trust problem of e-commerce, and can conduct user fission, while Taobao traffic can not fission.
自从小程序问世,格局即刻发生改变,有了小程序的服务号,可以将内容和流量进行变现,电商行业的微信服务号通过电商类小程序可以实现购买。公众号通过积累粉丝,导流到小程序,利用内容营销和品牌忠诚度来玩转粉丝经济,实现内容与购买的连接,实现几何级数的社交裂变,最重要的是可以帮助小程序商家提高电商曝光率和转化率。
Since the advent of the small program, the pattern changed immediately, with the service number of the small program, the content and traffic can be realized. The WeChat service number of e-commerce industry can be purchased through the small program of e-commerce. Through the accumulation of fans and diversion to small programs, public numbers use content marketing and brand loyalty to play the fan economy, realize the connection between content and purchase, realize the social fission of geometric progression, and the most important thing is to help small program merchants improve the exposure rate and conversion rate of e-commerce.
不需离开微信,就能买到任何我们想要的商品。这将是对整个电商生态的重塑。

Without leaving WeChat, we can buy anything we want. This will be a reshaping of the entire eco eco ecology. 

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