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How does the brand’s small program marketing channel affect logistics and express delivery?
At the beginning of the birth: the small program became the recognized WeChat PaaS ecosystem and the complement of the enterprise O2O service channel
At the beginning of the small program tool, in January 2017, the number of users was only 2 million, and it was developed to December 2017. The number of users has exceeded 400 million, and the publishing capacity has exceeded 100. There are more than 50 open accesses, including user sharing. Multiple heavyweight entrances such as the public number. The emergence of this phenomenon-level function is further complementing WeChat’s own PaaS ecosystem and the service channels of major brands.
Implications for WeChat: Iterative upgrade of WeChat ecosystem and online channel capabilities
WeChat’s own ecosystem has been relatively complete before the emergence of small programs. The form of subscription number has achieved substantial growth in the early days of WeChat socialization. It has also become an online service channel for major brands to compete and compete. The emergence of small programs has complemented the WeChat PaaS ecosystem, supplementing and upgrading traditional enterprise subscription numbers and service numbers. On many levels, it enriches the business value of WeChat as an information publishing platform and social media.
The Meaning of Enterprise Service: New Derivatives of Enterprise Service and Value Media
The small program was officially born on January 9, 2017. Since then, a large number of brand owners have begun to invest in the channel resources of small programs. From luxury brands such as Longchamp, Dior and Michael Kors to Nike, Zara, GXG and other sports and fashion apparel brands, the brand of offline retail stores that focus on Internet is better than small programs. The channel has greatly improved operational capabilities, user experience and branding.
The main business models of these companies around small programs are as follows:
1. E-commerce and card-voucher services: mainly online boutiques and online e-commerce channels. In the product introduction, it provides online ordering, payment function, simultaneous push of digital gift cards, coupons, etc. - e-commerce platform, general consumer goods brands will choose this function (such as good shops and other retail, food and beverage, and ZARA, etc.) Fashion brand), and the back end will integrate more information publishing and interactive functions such as payment, advertising, and logistics express.
2. Member Services (Loyalty Program)
3. Personalized service and UGC
4. Social, content, transaction model innovation integration
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