Although Zhang Xiaolong stated in the 2018 WeChat Open Class that Mini Programs are not born for a certain field, the social nature of WeChat completely endows Mini Programs with strong sociality. WeChat is easier to reach and harvest offline than APP. Ability is also innate.
Let's contact Yi to talk about the advantages of Mini Programs in the field of e-commerce:
1. Rapid fission of the community, efficient new innovation
At present, the monthly active number of WeChat has exceeded 1 billion, the penetration of first-tier cities is as high as 98%, and it has high traffic. There is no fee for sales and sales, which ensures the profit margin of the business.
The inherent social advantages of mini programs completely overwhelm APPs. Many e-commerce mini programs have developed and grown by taking advantage of WeChat, a large social pool.
2. Low R&D and customer acquisition costs
The arrival of the new retail era has announced the high cost of online traffic and the end of dividends. For promotion on Taobao and Tmall, various activities are required to obtain traffic, and the cost is not cheap. However, platforms such as Meituan need to extract 18-20% of the fees. After these promotion fees, there is not much profit left for the merchants.
Compared with the advantages of traditional traffic acquisition, the cost of small programs to acquire traffic is much lower than that of traditional methods. At present, the cost of acquiring a user for an app is 120-200 yuan, while the mini-program has more compatibility with social elements and marketing, and its customer acquisition cost is only 50 yuan.
3. Connect online and offline, the scene is lightweight
The traffic distribution of Mini Programs is not like APP, it is not limited to online.
Nowadays, more and more offline brand owners use small programs to acquire new customers, sell products online and improve service efficiency. The combination of mini programs and offline catering, retail, local life services, finance and other industries will lead to more and more extensive scenarios.
In 2018, Mini Programs will focus on exploring offline, which will help offline stores make better use of Mini Programs to acquire customers and convert online and offline customers.
Several giant APP e-commerce companies have accumulated a certain amount of traffic. How should small programs compete for the e-commerce market?
1. Accurately cut into a certain type of user group, and let users continue to generate purchases. For example, Yu Xiaoge captures female users who pursue quality life, while Pinduoduo captures price-sensitive people.
2. Today, Taobao has more than 500 million users and WeChat has more than 1 billion users. Most of the gap of more than 400 million are middle-aged and elderly people who use WeChat in third-, fourth-, and fifth-tier cities but do not shop online, and this group is precisely Pinduoduo. main audience.
According to public data, WeChat mini-program users currently account for 50% in first- and second-tier cities, and 31% in fourth-tier cities and below, which is basically consistent with mini-program e-commerce users.
Mini Programs take advantage of their own advantages to cultivate the habit of users in third-, fourth-, and fifth-tier cities to use mini-programs for shopping, and gradually increase the share of mini-program e-commerce in the entire e-commerce market, thereby occupying the market.
The last wave of bonuses in the WeChat ecosystem was a subscription account, but in this game, there are not many people left at the poker table.
Li Chengdong said: "The development threshold of WeChat official account is relatively high, and the experience is not good. The way of small programs lowers the threshold, which may lead to the rise of WeChat e-commerce ecosystem."
The mini-program traffic will explode in 2018, and WeChat will release more capabilities to mini-program e-commerce. By then, mini-programs will be the main online entrance of retail stores.