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当前位置： 首页 > 售后 > 艺源智库
小程序商城丨《中国智慧零售行业发展报告》启示：三大因素将推动小程序
时间：2019-01-17 09:45:10
文章发布：李阳
原创作者：未知
来源：互联网

零售行业越来越难做了。虽然此前爆出的“家乐福‘被退出’中国市场”已被家乐福中国辟谣，但这家欧洲大零售商销售额逐年递减却是不争的事实。5年来，家乐福在亚洲区的销售额下降了6.61亿欧元，折合人民币52.07亿元。


不仅是家乐福，《中国智慧零售行业发展报告》指出整个线下零售市场销售额增速持续维持低位。该报告由深圳市智慧零售协会联合咨询公司华夏基石推出，深入分析了中国零售行业的现状及前景。


阅读该报告的2018上半年部分后发现，小程序能为零售行业提供技术支持，顺应利好政策，迎合消费主力，有望成未来零售企业的标配。


小程序商城丨《中国智慧零售行业发展报告》启示：三大因素将推动小程序-艺源科技


小程序参与构成全渠道运营模式


仅有线上销售渠道或线下销售渠道已不足以满足企业经营需求。


一方面，线上零售市场规模增速放缓，移动购物月活跃用户始终维持在6亿左右；尽管单个活跃用户毛利有所增高，但是线上零售企业获客成本也在逐年攀升。另一方面，线下零售市场销售额增速持续维持低位，并且实物商品的线上零售额在社会消费品零售总额的占比低。


小程序能够打通线上线下消费场景。商家可用它建立线上商城，将微信用户引流至线下实体店，通过免排队付款等环节优化购物体验。小程序的积分商城、会员卡等营销模块还能被用于搭建会员体系，增加顾客回头率。


小程序顺应财政、交通利好政策


政策支持农村电商发展，同时降低物流费用，皆会推动小程序的推广进程。


小程序将被更多的农村地区使用。2018年6月27日，财政部下发《关于开展2018年电子商务进农村综合示范工作的通知》，意在支持农村电商发展。而小程序能与农村电商很好地结合。社交拼团等营销模式能降低经销商、代理商等销售渠道产生的成本，用低价吸引广大农村地区用户。刚上市的拼多多就是发展农村电商的平台范例。


小程序商品的运输成本将降低。2018年以来，国家出台了一系列政策促进物流业降本增效。交通运输部表示，今年交通运输领域将进一步通过减免涉企收费，优化运输服务管理流程等措施降低物流成本，减轻实体经济负担。这将降低商品的运输成本，利于小程序扩大销售范围。


小程序迎合了80/90后的消费习惯


80/90后已经成为主要的消费群体，他们的消费习惯易接受小程序。


80/90后注重在实体店的体验消费，接受无现金的消费模式。小程序能通过微信群聊分享链接、公众号推文、聊天界面下拉等入口触达这批用户，将他们引流至实体店，通过小程序完成线上付款。


80/90后对学习和自我提升有很大需求，教育培训类小程序能便捷地提供知识付费服务。教育培训版小程序能快速搭建空中课堂，既能提供线上课程，又能将访客引流至线下上课场所。分销、砍价等营销功能带动讲师、学员、意向用户等人自发推广小程序。


在这些因素的推动下，小程序将在零售行业得到更广泛的应用。对电商平台而言，小程序将助力商家向社交电商转型，更多的“拼多多”或将出现。对线下实体店而言，小程序将发展更多线上消费场景，例如家乐福已经推出“家乐福网上商城”“家乐福中国”等小程序，方便用户线上付款，超市线下配送。


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