This is the interface of the original homepage of the mall as an example in this article. The mall is under the banner of a certain city life official account, and it is beginning to test the realization of water and e-commerce:
1. Large and complete commodities, but lack of core competitiveness
The product category of the mall is relatively complete, but the biggest problem is that the products are more homogeneous with other malls and the prices are relatively expensive. For example, the same sea duck eggs have a price difference of more than 10 yuan.
Also, Shanxi Linyi apples, which have recently become popular due to agricultural assistance, still have a price difference of 10 yuan (excluding shipping costs).
Since the Youzan micro-mall template is used, Youzan will provide the corresponding source of goods for the self-media mall. Although it is very convenient, the price of the supplier is difficult to control. In the case of the same product and the same packaging, especially high-frequency food and daily necessities, users are very sensitive to price, and price is always an unavoidable hurdle.
Solution: The key is to determine the positioning of the mall based on the self-media tonality and core user portraits.
Position one:
Adhere to the current category and selection, take the popular route, but look for suppliers with higher cost performance to reduce commodity prices.
There are many ways to find suppliers:
- The fastest way is to go to JD.com, Taobao, etc. to find merchants with the same sku to discuss cooperation. Drop shipping is basically no problem, as for the price of the goods, it needs to be determined according to the large quantity;
- The number of fans is large enough, and the official account matrix can recruit and find cooperative suppliers by itself. The advantage is that the suppliers are all fans of the official account, and they are familiar with the platform, and the running-in time is short;
- Cooperate with local government agricultural departments, and be introduced by the government (suitable for larger platforms).
Positioning two:
Take the route of high-quality life e-commerce, replace SKUs with obvious characteristics, you can benchmark against one, black market mall.
Similarly, there are many ways to find similar suppliers:
- Cooperate with platforms with the same style as light life for consignment sales;
- Through the public account matrix, or on Weibo, Liangcang and other platforms to explore cooperation with original designers and manufacturers;
- If there is really no such a compelling platform or personal cooperation, then you can find some high-quality products that can be packaged, buy back samples, re-photograph, package the story, and create a sense of accent (this method is more laborious).
As an official account to test the monetization of e-commerce, based on team size and supply chain considerations, it is difficult to compete with e-commerce giants with a large and comprehensive platform route. It is better to take a small and beautiful vertical route, which will be more differentiated.
Second, farmers need to be cautious
Helping farmers is a gimmick that e-commerce companies like to make now. The low price, coupled with copywriting and pictures, arouses the sympathy of users. However, since the Shanxi Linyi government recently publicly declared that the incident of aiding farmers’ apples was an e-commerce hype and smeared local apples, aiding farmers has become a hot potato.
You should also see that large e-commerce platforms do not mainly promote agricultural assistance, but rather small platforms such as self-media. I cannot guess the reason behind this.
Abusing the sympathy of users to hype agricultural assistance, I believe that users will not accept this set in the long run. If you really want to do agricultural assistance, then you still have to get the endorsement of the local government to prove that agricultural assistance is true. And with the help of farmers comes a huge order volume, logistics and after-sales service are a big consideration.
3. Strengthen the content attributes of the mall
1. Create content topics according to festivals or hot spots, and guide users to plant grass
Packaging and selling goods through content is a significant advantage of content e-commerce. Not only packaging through tweets, but also the power of copywriting can be strengthened in the mall.
On Mother's Day, a topic of "The most worry-free and thoughtful Mother's Day gifts are here!"
Create 101 is so popular, package a "101 Miss Sister's same beauty makeup is online".
2. Dig out the selling points of the product and optimize the title
The content title of Daily Youxian is very flattering, it will always make people smile, and put all the selling points of the product on it.
If you are a person who is preparing for pregnancy and needs folic acid supplementation, and the price is okay, then you will place an order immediately.
Although a small part of the SKUs in the mall will find selling points, most of them do not.
For example, the title: [Recommended] Guangxi Beibu Gulf Mangrove Sea Duck Eggs can be changed to "[The Best Eggs Are Repurchased] Guangxi Beibu Gulf Mangrove Sea Duck Eggs".
Not long after the feedback and suggestions, I was relieved to see that the product copywriting of the mall has been optimized, and the title of the sea duck egg has been revised by adopting my copywriting.
Would such a copywriting description be more attractive?
4. Increase product exposure
At present, there are no other exposure channels for products in the Mini Program except the homepage banner, waterfall, and channel pages. You can add editable tags on the homepage to create a product aggregation page: the same style of celebrities, the same style of Douyin, sales rankings, member welfare areas, etc.
Refer to the recommended style of the home page of CRMEB Mini Program Mall :
In addition, the original three-column layout at the bottom of the homepage, which is necessary for home use, makes the products small and easily overlooked by users. The two-column layout can be adopted uniformly to expand the visual effect of the sku.
before fixing:
Adjusted reference layout:
5. Create a sense of ritual and seize users' minds
Mini programs are embedded in WeChat, unlike apps on the desktop of mobile phones, which can push information frequently. If you want to cultivate user habits, you need to pay more attention to creating a sense of ritual.
Form a fixed mechanism for new listings and membership day activities. "New every Tuesday", the preview before the shelves, and the product stories pushed every time it is new, can be fixed into a sense of ritual; as for the member day, you can play more, and it is only open for members to buy one on that day Similar to the star products of Zhendianzhibao, ordinary users cannot buy them.
In a word: let users remember when it's time to find you.