The business ecology of " new retail " will cover many aspects such as web pages, physical stores, payment terminals, data systems, logistics platforms, and marketing channels.
Enterprises use advanced technologies such as big data and artificial intelligence to upgrade the production, distribution and sales processes of products, reshape the business structure and ecosystem, and deeply integrate online services, offline experience and modern logistics. Combine the advantages of logistics and service experience with online business flow, capital flow, and information flow to expand the layout of intelligent networked omni-channels.
Common Software Technologies for Super Apps
In the era of Web 3.0 , we can no longer rely on word of mouth in the past. Internet technology is very important. The construction of a super app is basically inseparable from technology drivers. The main technologies include:
- Front-end technology: Super App needs to use front-end technology to build the user interface, which includes HTML , CSS , JavaScript , etc. To improve user experience, super apps also need to use modern front-end frameworks and libraries such as React , Vue.js , and Angular , etc.
- Back-end technology: Back-end technology is the basis for Super App to realize various functions. Back-end technologies include databases, server-side programming languages, RESTful APIs , caching technologies, etc. Common backend programming languages include Java , Python , PHP , and Node.js , among others.
- Cloud Computing and Servers: Super Apps require massive computing resources and servers to support their functions. Cloud computing and virtualization technology can provide elastic, scalable and high-availability computing resources, while server technology can provide high-speed and secure data storage and transmission.
- Big data technology: Super Apps can collect and process large amounts of user data, including user behavior, geographic location, and transaction data. Big data technology can help Super app improve user experience, launch better products and services, and carry out refined marketing.
- Artificial intelligence and machine learning technology: Super apps can use artificial intelligence and machine learning technology to improve user personalized experience, security and marketing effectiveness. For example, artificial intelligence technology can be used for speech recognition and natural language processing, while machine learning technology can be used for recommendation systems, anti-fraud and behavior analysis.
Simply put, the construction of a super app requires the use of multiple software technologies, and these technologies need to be used comprehensively to achieve the complex functions and high performance of a super app.
The growth battle of retail brand enterprises
With the continuous deepening of market segments, many O2O models have completely shifted to online, especially in the retail industry: HEYTEA is a well-known tea brand in China. This function allows users to complete the whole-process consumption experience of HEYTEA on the mini program; Xiaomi Youpin is an e-commerce platform under Xiaomi, and its mini program provides functions such as product browsing, purchase, and payment. Enterprises cooperate closely to provide users with more abundant product choices.
It can be said that the closed loop of the online self-owned supply chain has basically been covered by leading retail companies. Furthermore, enterprises began to think about the introduction of third-party ecology.
It is not impossible for new retail companies to build an ecosystem in their own apps . There are several main reasons that drive companies to continue to explore:
- Improve user stickiness and loyalty: By building an ecosystem in its own App , it can provide more diversified and rich service and product choices, thereby increasing user stickiness and loyalty.
- Promoting business development: Building an ecology in its own App can introduce a third-party ecology to further expand the scope of business, improve market competitiveness, and promote business development.
- Support for diversified business models: Building an ecosystem in its own App can support a variety of business models, such as advertising, traffic monetization, social entertainment, etc., to create more business value for enterprises .
- Improve user experience: Building an ecology in its own App can provide more complete services and products, improve user experience and satisfaction, and then enhance brand influence and reputation.
- Reduce user acquisition costs: Building an ecosystem in its own App can attract more users and potential users, reduce user acquisition costs, and improve marketing efficiency.
Double blessing of small program ecological technology
Let’s talk about the mini-program ecology first: since the WeChat mini-program was officially launched in 2017, it has quickly become an important ecosystem in China’s mobile Internet industry . As of the end of 2021 , the monthly active users of WeChat Mini Programs have exceeded 120 million, covering various industry application scenarios such as e-commerce, finance, medical care, education, tourism, and travel. The WeChat mini-program ecosystem is also constantly improving, providing developers with a wealth of development tools, templates, and open source components and other resources.
Let’s talk about small program technology: Compared with traditional native application development technology, small program technology has the advantages of light weight, rapid development, cross-platform, no installation, and more user-friendly. Mini programs can be used without downloading and installing by users. At the same time, the development cost of mini programs is relatively lower, the development speed is faster, and it is easier to maintain and update. The applet technology also supports cross-platform operation and can run on multiple mobile devices at the same time, which greatly expands the coverage of applications and brings greater commercial value to enterprises and developers. Some of the more well-known small program container technology products on the market include: WeChat, Alipay, Baidu, Douyin small programs, etc., all of which are based on the technology base to improve the small program ecology of the big social platform, and can provide third parties for privatization deployment There are: FinClip , mPaaS and other products. It is understood that the small program container technology independently developed by FinClip can enable the enterprise's App to have the ability to quickly run small programs, and their SDK can also be embedded in functional device terminals other than App (such as Linux , Windows , MacOS , Kirin and other operating systems).
Super App applications in the world have begun to actively try, for example:
- Grab : Grab is Southeast Asia's leading super app, offering a variety of services including taxis, deliveries, mobile payments, food delivery, and more. It has a huge user base and partner network in Southeast Asia.
- WeChat : WeChat is one of the largest super apps in China, providing chat, payment, shopping, games and many other functions. It has a large user base in China's smartphone market and a rich third-party development ecosystem.
- Gojek : Gojek is Indonesia's leading super app that provides services such as taxi, delivery, mobile payment, food delivery and more. It has a large user base and partner network in Indonesia.
- Rappi : Rappi is Latin America's leading super app for shopping, delivery, takeaway and more. It has a large user base and partner network in many countries and regions in Latin America.
With the continuous development of the mobile Internet industry and the increasingly diverse needs of users, mini-program technology has become an important trend in the development of new retail companies and super apps . By building small programs, enterprises can provide users with high-quality services and products more conveniently and quickly, and at the same time, they can better introduce third-party ecosystems and expand their business models and growth space. In addition, the application of Mini Program technology is also constantly innovating and expanding, such as Mini Program joint login, Mini Program payment, and Mini Program data analysis, etc., bringing more business opportunities and competitive advantages to enterprises. Therefore, new retail companies and super apps should fully consider the application of small program technology in their development strategies, seize the commanding heights of the mobile Internet market, improve their competitiveness and user satisfaction, and achieve sustained business growth and success.