Behind the user’s cliff-like decline, the true meaning of the small program
By 2018, it is not difficult to find that the phenomenon-level application of small programs is going downhill. After 17 years of explosive growth, a large number of small programs, including a large number of branded marketing gadget tools, users have a cliff-like decline. The root cause is that most vendors only use small programs as a simplified version of the APP or the public number after the rich features, and do not pay attention to the use characteristics of the small program - from the current point of view, the user growth of the small program is much lower than when it was launched. Tencent and the public’s expectations.
The core value of the small program is actually the decentralized light mode and the heavy sharing of the gameplay. In the “new retail” model, the core of its value lies in the core business elements of shopping malls, stores, cashiers, logistics, marketing, membership, data, etc., with a focus on achieving “field” construction – for this positioning, the logistics service environment will Faced with certain changes.
Open up and down the line, more accurate docking scene passenger flow
The main purpose of small commercials such as Wanda and Longhu is to electronically stream passengers. Therefore, the pre-judgment around the customer’s shopping experience and brand preferences will be more precise. For real-time rapid response to logistics and delivery, store arrivals are more demanding - "one-pack" management and service efficiency between store and warehouse transfer put forward higher requirements.
Building a new channel for positioning, payment and distribution capabilities
The love fresh bee, convenience bee, and Zorpia models integrate community, retail and online purchases, and the logistics distribution service information is directly derived from the ordering system corresponding to the small program. The appointment of on-site and immediate door-to-door services also enhances the efficiency and user experience of logistics.
Improve customer efficiency through “small but fine” services
Based on innovative interactive media, users are encouraged to participate in data sharing. Through information inquiry and online conversion tools, users can be guided to pay attention to brands and products, so as to achieve rapid customer acquisition. For example, Jingdong Logistics develops small program games to enhance brand image. .
Taobao platform perspective: decentralization of e-commerce subversion and traditional channel substitution
From the perspective of the Ali system, from online to offline, from social to e-commerce, from information flow to logistics services will be affected.
Online to offline: Tencent leverages small programs to cut into e-commerce, bringing challenges to the Taodian e-commerce platform
The small program will successfully help Tencent quickly cut into the mobile shopping market and increase the profit margin of the merchants. Compared with the traditional online APP and Hand Amoy, “WeChat E-Commerce” provides more online channel choices for brand owners. The market share and user volume of the Taobao platform are bound to decline by a certain amount.
For offline businesses, offline payment services, especially in the food and beverage and retail industries, are gradually being drained by WeChat. The introduction of the small program will bring more scene space for offline users to Tencent, and form a stronger synergy with Tencent’s layout in Yonghui Supermarket and Xinmeida.
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