Small program traffic bonus continues from the media, physical retail into a new force
Original Daily Economic News 2018-09-21 18:32:15 https://www.toutiao.com/a6603623609019662851/
“This may be the last time you have seen me here. In the next year or two, I may not appear in the public event of the small program summit again.”
On September 20th, the praised CEO White Raven clearly expressed his will in the media interviews including the reporters of “Daily Economic News”. The reason why this decision is made is because the white crow believes that after more than a year of baptism, the market has matured, and there is no need to educate the merchants and consumers in person. The main task of the SaaS (software as a service) enterprise is to provide more and more convenient SaaS services for more and more merchants.
For an ecology, a big sign of maturity is its ability to self-rebuild. In the “Top 20 List of E-Commerce Small Programs in August 2018” released at the small program summit on the same day, the reporter found that in addition to platforms like Pinto, many self-media brands that grew up by content and community. And physical retail companies have also become a major force in e-commerce small programs.
In this regard, the White Crow believes that the emergence of small programs has led to the discovery of incremental opportunities in many areas, and businesses can discover more consumer traffic through small programs. In addition to the emerging field, there will be more areas in the future to rebuild their living conditions through small programs and find new business opportunities.
Self-media into e-commerce small program new force
Under the whirlwind, black horses often appear from time to time, and the field of e-commerce small programs is no exception.
The reporter noted that the media has become a strong assist in the trading of e-commerce small programs. In the “Top 20 E-commerce Small Programs in August 2018”, there have been a large number of self-media businesses, covering a wide range of content, including beauty, parent-child, constellation, military and so on. For example, the fashion self-media represented by the whimsical world of Rebecca; the military self-media represented by the military martial plane; the constellation represented by the same uncle; the parent-child class represented by Kay’s storytelling Media; home-based media represented by pineapple zebra… These self-media brands occupy the forefront of the small program, and their ability to bring goods can not be underestimated.
In the view of the industry, the current e-commerce small program mainly relies on the WeChat ecosystem, and the media as an important derivative of the WeChat ecosystem, relying on the small program e-commerce is an important way to achieve traffic conversion from the media.
Chen Weiyu, the president of the new list, told reporters that at present, nearly 50 accounts of the WeChat public number 500 have access to their own small programs, and the total number of the top 500 development programs exceeds 1400.
This phenomenon, in Chen Weiyu’s view, is also a breakthrough in the current WeChat public account traffic bottleneck. According to Chen Weiyu, in 2017, the average WeChat public number in the new list was 48,000, which is 56,000 in 2016. This figure is 56,000 in 2016. This means that even for the head account, user growth has become increasingly difficult as the traffic dividend has become thinner over the past year. This phenomenon has also caused more and more content producers to enter the field of content e-commerce, and the number of public numbers participating in content e-commerce has increased greatly over the past period of time.
Physical retail borrows small programs to grab consumption traffic
The current retail revolution is in full swing. But I have to admit that in this round of Internet-led retail transformation, offline physical retailers are far more than the largest e-commerce giants in robbing Internet consumption traffic. However, the emergence of small programs seems to give offline retailers more opportunities.
Nowadays, in the e-commerce small program ecology, online e-commerce companies are no longer the only ones, and physical retail enterprises are also entering the small program. Even international retail brands like Starbucks have long recognized the potential of small programs and are constantly making new moves on small programs. In February 2017, Starbucks announced that it has officially launched the “Star Saying” with Tencent WeChat. It only took three months to get millions of users.
Nowadays, consumers search for the word “Starbucks” in the small program. You can find at least 3 2C small programs: Starbucks, Starbucks, Starbucks, Starbucks, and Starbucks ready-to-wear flagship stores, respectively, for card coupons, social and E-commerce has three different functions.
Of course, Starbucks is just one of the cases. The reporter learned that Wanda Group, Hanguang Department Store, Yonghui Supermarket, Wal-Mart, Carrefour, Xianfeng Fruit, Qian Aunt, Liangpin Shop, Wangfujing, Parkson and other physical retail enterprises have all been on the line, and the results are bright. According to praise, in all the homes with praisers, the proportion of businesses with offline stores may be close to 70%. Among them, the scan code purchase solved the pain point of the consumer “banking queue” and quickly became the catcher of the offline store.
In fact, in the era of mobile Internet, H5 appeared before the emergence of small programs. The latter was once considered to be an important carrier for excavating consumption traffic, but because of its characteristics, H5 was not as hot as a small program.
For the difference between the small program and H5, the white crow explained to the reporter that the depth of the visit is as follows: For the merchants with more than 10 million transactions, the average page access depth of H5 is 17% on average, that is, one user visits 17 pages on average. For merchants with a turnover of less than 100,000, one user will not be higher than 7 interfaces.
“The average small program is 5% conversion rate, and the good conversion rate is close to 40%. In the past, the average conversion rate of H5 was close to 2%, and good merchants could achieve more than 20%.” White Raven said.
In the eyes of the industry, the small program helps the brand reach the user all the time through social scenes such as circle of friends, public number, conversation, etc., and forms a social fission closed loop. Through small programs to guide the flow, offline retailers are getting lower and lower costs, and monthly users are getting higher and higher. Small programs are becoming one of the standard components of physical retail.
Daily economic news