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你心心念念的微信小程序到底有什么优势?

时间:2019.04.10 来源:http://www.weidaoshang.cn

微信小程序从2017年1月9日发布至今,已经经过了一年多时间,从最初的不温不火直到17年年底小程序游戏“跳一跳”的流行,小程序才开始真正的开始爆发,而到目前为止,已经上线的小程序已经达到了58万个,小程序的活跃用户也达到了1.7亿,而小程序如此庞大的用户群体,是任何一家公司都无法忽视的,那么接下来,我们就对小程序的优势进行一个剖析说明,希望让大家对于小程序有一个清晰的认识。

From January 9, 2017 to now, it has been more than a year since the launch of Wechat applets. From the initial tepid until the end of 17 years, the popularity of small program games "jump a jump", small programs began to really break out. So far, 580,000 small programs have been online, 170 million active users of small programs, and small programs are so huge. User groups can not be ignored by any company, so next, we will analyze the advantages of small programs, hoping to let you have a clear understanding of small programs.

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一、背靠巨大流量池,强社交属性,易传播
1. Back to the huge flow pool, strong social attributes, easy to disseminate
小程序本身就依附在微信这个用户量庞大的流量平台中,而微信本身是一个强社交平台,使得小程序在社交分享方面有天然的优势。从去年到今年各类小程序的用户有很大一部分是通过群分享、私聊以及裂变的方式取得,我们可以看到拼多多、跳一跳、荔枝微课等小程序是用户经常在微信群中分享的一些小程序。
The small program itself is attached to Weixin, a huge traffic platform, and Weixin itself is a strong social platform, which makes the small program have natural advantages in social sharing. From last year to this year, a large part of the users of all kinds of small programs are obtained through group sharing, private chatting and fission. We can see that the small programs such as Pingduo, Jump, Litchi Microclass are some of the small programs that users often share in the Wechat Group.
小程序的强社交属性使得很多公司能够通过小程序来实现低成本的用户增长,从一些小程序的案例中不难看到,只要设计好合适的传播模式,小程序用户增长速度是非常惊人的。
The strong social attributes of small programs enable many companies to achieve low-cost user growth through small programs. It is not difficult to see from some cases of small programs. As long as the appropriate communication mode is designed, the growth rate of small program users is amazing.
二、不用安装,即开即用,即用即走
2. Installation is not necessary, either on-demand or on-demand.
小程序是不同于微信公众号的新应用形态,从本质上是一种工具。小程序的出现替代了不少轻量级的APP,大大的节省了用户的手机内存和运行空间,而小程序的轻便设计、快捷的原则也为用户节省了在各类app切换和进行复杂操作的时间,提高了效率。
Widget is a new application form different from Wechat Public Number, which is essentially a tool. The emergence of small programs has replaced many lightweight APPs, which greatly saves the memory and running space of users'mobile phones. The portable design and fast principle of small programs also saves the time for users to switch and perform complex operations in all kinds of apps, and improves the efficiency.
而对于中小企业而言,小程序的出现使得他们拥有了运营小“APP”的机会,在降低了开发成本和开发难度之后,做小程序成为了很多没有开发APP能力中小企业的优先选项。
For small and medium-sized enterprises, the emergence of small programs makes them have the opportunity to operate small "APP". After reducing the development cost and difficulty, making small programs has become a priority option for many small and medium-sized enterprises that do not have the ability to develop APP.
三、场景的连接、扩张和重构
3. Connection, Expansion and Reconstruction of Scenes
小程序依托于微信的巨大流量,使得很多创业者有机会在微信生态中搭建契合于自身的场景,当然,小程序的出现也对很多行业的商业模式带来了冲击。
Small programs rely on the huge flow of Wechat, which gives many entrepreneurs the opportunity to build their own scenarios in the Wechat ecosystem. Of course, the emergence of small programs has also brought impact on the business model of many industries.
线上线下的连接:小程序的出现,对于很多线下实体店是一个好消息,在线下店里时,顾客可以通过在线下店中扫描小程序码就能够对于线下店的商品、服务一览无遗,然后进行下单购买;而在线上时,顾客一样也能通过小程序购买商品或服务,然后通过快递收到商品。

Online and offline connections: The emergence of small programs is good news for many offline physical stores. When online, customers can scan small programs in the offline stores to see the goods and services of offline stores at a glance, and then purchase orders; while online, customers can also purchase goods or services through small programs, and then receive them by express delivery. Commodity.

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场景的扩张:运营小程序也使得商家与此同时不得不面对整个微信生态,社群、朋友圈、公众号等等,在这些场景中商家也必须持续给顾客施加影响力,另外对于线下店来说,小程序的上线也使得他们的店铺在经营时间上变得更长了。
Scenario Expansion: Businessmen also have to face the whole Wechat ecosystem, community, circle of friends, public numbers and so on. In these scenarios, businessmen must continue to exert influence on customers. In addition, for offline stores, the launch of small programs also makes their stores longer in operating time.
场景的重构:小程序通过小程序码为入口,通过线下扫码、微信搜索、公众号关联、好友推荐、历史记录和附近门店等六大接入渠道,重构了消费场景,极大的释放了消费者的潜能。
Scene reconstruction: The small program reconstructs the consumption scenario through six access channels: offline scanning code, Wechat search, public number association, friend recommendation, historical records and nearby stores, which greatly releases the potential of consumers.
四、更有效的营销
IV. More Effective Marketing
微信对于自身的社交属性非常清楚,而小程序基于社交的营销活动效果也是非常给力的。
WeChat is very clear about its social attributes, and the effect of small programs based on social marketing is also very powerful.
1、社群、社交裂变:微信的优势在于庞大的用户群体及强社交属性,用户可以在微信中利用社群、社交来完成分享领取、分享免单等活动,而小程序运营公司则能够获得大量社群和社交流量。
1. Community and social fission: The advantage of Wechat lies in its huge user groups and strong social attributes. Users can use community and social interaction to complete activities such as sharing, receiving and sharing free tickets in Wechat, while small program operators can get a lot of community and social traffic.
2、拉新促活:一些小程序推出的拼团、集奖、砍价、买赠玩法,在激活了大量的老用户的同时还能带来新用户,运营者如果策划得当的话,可以通过这类玩法带来大量新用户。
2. Pull new things to stimulate life: some small programs introduce the method of pooling, collecting awards, bargaining and buying gifts, which can activate a large number of old users and bring new users at the same time. If operators plan properly, they can bring a large number of new users through this kind of game.
3、交易转化更快速:微信并没有官方的电商平台,而小程序的推出,催生了很多的电商小程序,释放了微信用户的购买力,用户不需要去其他的APP,就能在微信上完成购买。
3. Transaction transformation is faster: Wechat does not have an official business platform, and the launch of small programs has led to a lot of small business procedures, releasing the purchasing power of micro-credit users. Users can complete their purchases on Wechat without going to other APPs.

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