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}
				
当前位置: 首页 > 售后 > 艺源智库
小程序+电商,该怎么玩?
时间:2019-01-03 10:36:00
文章发布:李阳
原创作者:未知
来源:互联网

小程序自1月9日上线以来,共发布了五十多项能力,大多数能力都与“线下、场景、即用即走”相关。


小程序从诞生到现在,大多数玩家都经历了从兴奋,到观望,再到蠢蠢欲动却不知道如何行动的迷茫阶段。


相较于APP、H5,小程序是新增的一种用户端触达形式,那是不是把原有APP和H5上的功能都copy一份到小程序上就ok了?小程序的特殊价值到底在哪里?它能为我们额外带来什么?


小程序+电商,该怎么玩?-艺源科技


在这里,我将从电商领域切入,分析在现有的小程序能力范围内,电商如何玩转它?


一、小程序的特性


要想找到小程序的合适玩法,还得从分析它的特性着手。只有了解它的特性,才能挖掘出它的特殊价值,并将价值所放大。


1.强社交属性,易传播


小程序是依托微信而生。而微信是强社交平台。所以小程序自带的一个天然、突出的优势就是强社交属性。而且在小程序的设计上,对分享这一功能上做了很大的创新,不再仅仅是内容共享,更是带来了一种新的协作方式。


分享的形式不再仅仅是一个图文链接的静态入口,而是用小程序卡片的形式实现了所见即所得,都不用点进去,就能看到小程序页的动态数据。


2.快,即用即走


小程序是独立于公号的一种新应用形态,本质上是一种工具。而工具本身的强属性:提高效率,用完即走。因此小程序的设计以轻便、快捷为原则,鼓励用户“即用即走”。


因为微信小程序的开发使用了改自js、CSS、HTML的语言,同时提供了各种自有的组件和API,是一套为微信量身打造的自定义的语法。因此,在微信中小程序的使用体验比普通H5更加顺畅、快捷。


二、特性决定玩法


强社交、易传播、快、即用即走。知道了这些特性后,跟电商如何结合,可以将小程序价值放大呢?


社交+电商+即用即走=轻量级社交化购物


当我们将电商小程序定位于轻量级社交化购物工具之后,它所承载的使命与H5和APP有什么不同呢?如果我们的APP和H5是为了做GMV,为了做利润,那小程序也是承担一样的目标,只是一个不同的增长渠道吗?


既然小程序更适合做社交化购物,那它的大价值应该在拉新与转化。


在明确了电商小程序的定位与目标之后,可以发现刺激分享就成为了将小程序特性放大并达到拉新目标的核心策略。


通过小程序刺激分享的主要玩法有哪些呢?


1.社交立减金


在小程序中支付成功后,会生成小程序的社交立减金,邀请好友一起领取后,就能即刻领取。社交立减金被用户领取后,会放入卡包“我的票券”中,下次再到该小程序内消费支付时,就可以进行兑换抵用。


这其实就是H5中常见的红包裂变的玩法。只是,如果用H5做红包裂变在微信中分享,会有被微信视为诱导分享的风险。但是,社交立减金被做为小程序一个官方功能之后,商家就可以放心使用啦。


此外,将社交立减金作为小程序官方营销工具,有三大好处:


通过好友间的现金实惠分享,实现几何级数的社交裂变,增加商家的曝光率

将社交立减金存入卡包,让用户在微信里“消费-分享-消费”更流畅

社交立减金如果再结合拼团等社交电商玩法,将极大提升裂变传播效果

2.拼团

拼团指必须邀请指定数量好友一起购买,才可享受优惠或福利的一种营销玩法,是常见的社交电商玩法。因此拼团跟小程序的结合将会把拼团拉新的价值进一步放大。


拼团又可分为普通拼团、抽奖团、新人团等不同的玩法形式。


普通拼团即用户除了可以单买某商品外,可以邀请指定数量好友一起以更优惠的价格购买,拼团成功即可发货。


抽奖团指用户可以邀请指定数量好友一起,各自支付极低的费用(通常为0.01元),参与某件商品的抽奖活动,拼团成功即参与抽奖成功,等到指定时间开奖以后,中奖用户即可通过0.01元获得指定商品。


新人团指只有新用户才可参加的团,但是老用户可以发起团。拼团成功后即可发货。


将这三种玩法整合到一起,典型的案例是蘑菇街女装精选小程序,通过社交电商,一个半月新客数量突破300万,其中70%以上是拼团带来的。


用小程序做拼团,大的优势是,在分享上,用户无需点击,即可看到团的状态和信息


3.购买赠送


购买赠送指A用户购买某卡券/商品后分享赠送给B用户,B用户再去商家领取或者消费的营销模式。


购买赠送的模式,既能让赠送礼物的用户通过创新、便捷的方式表达心意,拉近人脉关系,又能传播给接受礼物的用户,接受礼物的用户感受到心意后,很可能会用同样的方式将爱传递下去,以此形成病毒式传播。


购买赠送的方式有两种典型的玩法。


一种是“星巴克用星说”的卡券赠送:用户A购买星巴克卡券赠送给用户B——用户B收到卡券去店里消费


另一种是“玩物志”的实物赠送:用户A购买万物志商品并付款——支付成功后分享给用户B——用户B填写地址后送出商品


4.分享集奖


分享集奖其实就是把春节集五福的玩法用小程序的形式实现。通过邀请好友助力的方式,抽奖集齐全套奖品,即可通过积分兑换奖品。这种与好友利益共享的方式,也很容易形成病毒式传播。


例如,中秋节,中信银行信用卡为了实现品牌传播,开展了“哈根达斯悦饼集市”抽奖活动,通过邀请好友助力,增加抽奖机会,集齐5枚不同口味的月饼,即可获得月饼礼盒一份。


5.分享砍价


分享砍价指通过分享,邀请好友帮忙砍价,即可享受优惠的玩法。正所谓赠人玫瑰,手留余香。通过利益刺激用户分享传播,而对于被分享的好友而言,这是一种低成本的举手之劳。被分享的用户也很容易受到分享用户的影响,分享给更多好友而享受优惠。


除了以上5种玩法以外,只要是能“刺激分享”,形成病毒式传播的玩法,都可以在小程序中做尝试,将小程序的社交优势放大。小程序可以与APP做差异化定位,小程序更适合做拉新和转化,APP则负责做留存和活跃。


除了社交优势以外,小程序作为工具,还追求效率,追求“快”。这就决定了电商小程序的主要特点不是引导用户来“逛”,而是快速决策,即看即买,即买即走。如何让用户能快速决策呢?除了在类目选择和客单价预期上需要考虑用户决策成本外,可以利用“公众号+小程序”的模式,将对用户决策引导的过程更多通过公众号的内容完成。


所以,小程序本质是一个工具,它是对APP和公众号所欠缺能力的一个补充。


小程序开发
标签: 小程序
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