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小程序商城丨零售业升级:微信小程序成电商竞技新战场
时间:2019-01-14 11:36:23
文章发布:李阳
原创作者:未知
来源:互联网

微信小程序应用场景逐步形成。QuestMobile数据显示,微信小程序月活跃用户已超4亿,呈爆发式增长,未来空间巨大。


小程序火热吸引了大批传统电商的注意,社交电商成为新的发展趋势。包括京东、拼多多、每日优鲜在内的零售商都已布局小程序,抢占先机。行业预测,2018年小程序会有大规模爆发,上线量将突破300万。


日前,由在有赞、新榜等机构举办的“百万小程序峰会”上,小程序电商的经营思路以及社交电商的发展新趋势成为电商行业关注的焦点。


小程序商城丨零售业升级:微信小程序成电商竞技新战场-艺源科技


有赞创始人、CEO白鸦表示,目前多数用户是借“淘宝”等传统电商平台发生购买行为,而非固定在某平台商家消费,这导致商家的用户返场率低。


更让商家焦虑的是,近年来,电商流量成本水涨船高,互联网红利渐去,一些年营业额超千万元的商家,在传统电商平台的流量成本甚至占到15%-25%,高额的流量成本让很多平台商家陷入窘境。


此外,基于商业化发展,平台大规模收割线下流量的趋势日益显现。从餐饮外卖到网约车,再到更多电商平台,初期凭借高额补贴返利吸引大批用户的行为路径一旦养成,“割韭菜的镰刀”也将随之而至。


“小程序或将让这一问题迎刃而解”。白鸦表示,小程序作为可以由商家做主的独立产品,用户使用一次即关注,增加了用户返场几率,为积累固定用户提供了可能。商家如何破局?白鸦建议,商家应通过自有独立商城经营私域流量,加强单客互动、留存、复购。把微商城、小程序、粉丝运营、社交网络营销结合起来。通过服务和内容保持互动,形成闭环的私域流量。


良品铺子品牌中心内容总监黎明表示,由于小程序用户7天内是可再次触达的,这意味着小程序能够帮助商家抓取部分私域流量,成为商家获取私域流量的重要工具。


当下,社交网络已经变成电商的生活场景和消费场景,电商也正迎来以移动社交为轴心的增量市场。如今,每天接近10亿人在使用微信,贡献8亿笔微信支付订单。基于社交网络、口碑推荐带来粉丝喜欢的内容、商品乃至生活方式,给零售业升级带来了新机遇。

小程序开发
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