More than a decade ago, Jack Ma proposed that “there should be no difficult business in the world”. The era of e-commerce came roaring, and the traditional industries trapped in the old pattern were washed to pieces. More than ten years later, Ma Huateng put forward the idea of “connecting everything”, and the Internet + era swept across the country. Traditional industries re-entered Noah’s Ark and flourished in the second spring of commerce.
March 21, Tencent released Q4 financial results, wechat small program become Tencent business in the outstanding dark horse. It has been online for nearly two years and has covered more than 200 industry segments, providing more than 100 billion business and government services to users in 2018 alone. By the end of 2018, mini programs had created a cumulative commercial value of more than 500 billion yuan, and were gradually becoming popular among more middle-aged and elderly people over the age of 40, with a growing number of users in overseas regions.
Applets point to a new direction for the industrial Internet. More importantly, with the help of wechat mini programs, Chinese enterprises have opened up new service models such as personalization and consumer fulfillment to better integrate online and offline services. The clients they lost, they came back.
A “sweep code to buy” small procedures, to solve the two giants of the heart disease
The person that often strolls supermarket, what is the most headache thing? Waiting in long lines is probably one of the most popular options. Especially wal-mart, Carrefour, such a large supermarket, before waiting for the purchase of a long queue of scenes can be seen from time to time. But now things have changed.
If you go to walmart these days, you can do without your wallet, but make sure you bring your phone. Then remember to open wechat and find a small program called “Scan code shopping”. Then, just scan the barcode of the product to pay by wechat, no longer need to queue to pay, directly take the product can go home.
The Internet upgrade of Tencent industry has completely changed the traditional mode of these large business supermarkets. With a “go and go, no download” widget, walmart is giving every user a code scanner. The experience was greeted with rave reviews. During a two-month test period in some walmart stores, Sweeps achieved penetration of up to 30 percent, with about 95 percent of customers saying they were happy to continue using the new self-checkout method. At present, the number of saomagou users has exceeded 10 million.
Carrefour has also chosen to offer “code shopping” to customers. In the same way, carrefour’s offline users can pay on wechat to leave the store without waiting in line at the checkout counter. Not only help enterprises save labor costs, but also greatly optimize the user experience. Up to now, there have been 980,000 online orders with sales of 40 million yuan.
After the launch of “Souma Shopping”, the sales of convenience products in the store grew very fast. Walmart has observed some common scenes. For example, in the Walmart Huixuan supermarket in Shenzhen, it is common to see a customer who has just finished his morning run come into the store and buy a bottle of mineral water by “Saomaigou”. Or a customer picking up a lunch box, scanning his phone to pay for it and rushing back to work.
About the small program, Carrefour China vice president and CMO Yu Ying gave a vivid metaphor: “Zhongtai” tools. How to understand? Yu Ying said, for example, Carrefour used to interact with users through coupons, but there are many channels for users to get coupons, and there are also many verification channels. “If it is not open, users’ preferences and tastes are always incomplete, and enterprises cannot grasp the changeable market information.”
And the small program is a powerful middle layer, no matter in the public account, APP or official sale of coupons, can be used in the small program and cancel. With many ways to reach users and short paths, users are naturally focused on small programs. Once consumers get used to shopping on applets, the applets’ data is “alive”. In this way, a temperature, vivid, plump, complete user portrait can be displayed on the small program, and then the data transfer analysis by the small program, so as to give the enterprise a better operation strategy.
If we say that alibaba “make the world easy to do business” led by the tide of e-commerce era, let wal-mart, Carrefour and other traditional supermarkets deeply impact. Therefore, the concept of “connecting everything” advocated by Tencent is to make the traditional business rejuvenated. More importantly, Tencent has helped traditional supermarkets to enhance customers’ consumption experience and truly integrate online and offline.
It only takes a small program to attract customers to become loyal fans
Small programs make wal-mart and Carrefour, traditional stores that absorb strong customer traffic, look new, but also let the tentacles of small convenience stores reach further. For example, One of the leading convenience store chains focused on the community market, Meijia, can turn customers into members without feeling or burden when they come into its stores.
This task is almost difficult to complete in the traditional industry, but meiyijia with a small program to solve the simple. Meiyijia has recruited 660,000 members in just two months since its launch. As a franchise model, Meiyijia hopes to combine “preferential and member”, reach users with preferential access, and then convert users into members.
Before receiving meiyijia coupons, the mini program sends a request to the user to obtain basic information. After the user is authorized, it automatically becomes a Meiyijia member without filling in complex information. That is to say, membership registration and receiving coupons are synchronized and inseparable. When reviewing the data report, Meiyijia found an unexpected surprise: the number of customers who used to come to the store twice a week has increased to five times now.
Originally, Meiyijia to the members of the personalized service mainly through the template message. The mini program contains detailed data of each time a member receives coupons and purchases. Once a member completes wechat payment, the mini program can push accurate coupons to the user three times within seven days. In this way, the consumption frequency of meiyijia members increased to 5 times per week.
Also is the main community consumption, daily fresh is a small program two years ago to participate in the first internal test of the enterprise team.
In terms of business construction, Daily Youxian initially thought about how to create a “cloud refrigerator” through wechat platform. After several times of consideration, I decided to establish H5 mall on wechat service number first, and did not make App until the business model ran through. But H5 mall has many problems: the entrance is completely attached to the public number, the link to open is too long, in addition, the overall shopping fluency of H5 is relatively not high, which leads to users’ “cloud refrigerator” often can not be found, can not open.
That is, until wechat launched mini programs. Soon, Daily Youxian began to replace the H5 mall in the wechat system with small program versions, gradually forming a business model of small program and App going hand in hand.
In the view of Yang Yujie, chief growth officer of daily Fresh, small program wins in the low cost of traffic. This low-cost flow channel is precisely in line with the nature of daily fresh. Fresh products have low gross profit, so it is urgent to find a smart way to obtain flow.
Daily excellent fresh does not rely on the price to attract users, is characterized by “fast” and “good”, which is also the small program fission play need to close the two points. Through product design, youxian takes the initiative to filter the fission flow and even raises the fission threshold. For example, in the “invitation courtesy” campaign, both parties to the invitation receive red packets of 49 minus 20, but the red packets can only be used in the daily app to create a positive cycle.
Such attempts have proved to be very effective. Today, two years later, DailyYouxian accounts for 50% of all new users and a third of GMV users. Small programs have become an important pole to support their business, both in recruiting and converting.
Small programs to create personalized, food, clothing, housing and travel can not run away
In the field of consumption, in order to increase the stickiness of customers’ repeated purchase, in addition to convenience, we should also have personalization. Nike fans, for example, want to know the latest styles and even have their own. In the past, it was difficult for ordinary consumers to gain popularity except for celebrity spokesmen.
Now with the Nike mini program, the impossible has become possible. For example, if a customer selects a size 42 in advance on a mini app, that size will be displayed in the shoe fitting section, rather than having to go to the store to check if there is anything you like.
The same kind of personalized service has been proved with Ronald McDonald. “Golden Arches” made McDonald’s, who has been in the Chinese market for 28 years, popular, while “I McDonald’s”, a small program, made 200,000 people fall in love with different McDonald’s.
When you open the mini program of McDonald’s, you can find that in addition to the functional requirements of “I order food” and “I want points”, “I want fun”, “I want gifts” and “I have comments” all emphasize that the user (me) is the main user of the mini program. Let every customer enjoy McDonald’s digital, personalized service.
For example, in “I want to give gifts”, you can send a taro pie coupon to your girlfriend on her special day to make her feel warm. Or give a burger coupon to a gay friend who’s working late. It’s practical and thoughtful. Small programs may really “know you better than you”, the user’s every purchase record behind, constitute a unique portrait. Are you a sweet tooth or a meat eater? Which combination of offers are you more interested in? These small details, from McDonald’s mini program behind the refined user tag recognition technology.
At present, “I McDonald’s” mini program about 200,000 visitors a day, and a large number of new users on this basis, users stay for an average of 30 seconds.
“What we want is for applets to be actively used by users, not marketing-driven, not mutually channeling platforms.” Micro channel small program creator team said, first, must be the user like, second, to make an environment to let the good small program naturally come out, “every time the outside said small program boom, how much investment into, we are very worried. We want to let the profit-driven go and let the service users stay.”
The original intention of small program is not to serve pure online people, but to get through online and offline, and do a good service. “Wechat is an open ecosystem that treats both inside and outside equally,” said xiaoprogram’s creators. In the future, small programs in the industry, will be the best link and bridge to connect the line. Only when everyone accepts this concept can there be better development.
Data may better illustrate the idea. In 2018, mini programs provided more than 100 billion business and government services to users. As of July 10, 2018, there are more than 1 million mini programs online, more than 1.5 million developers and more than 5,000 third-party platforms have joined the mini program ecosystem, and its transaction amount has increased by 6 times. By the end of 2018, mini programs had created a cumulative business value of more than 500 billion yuan. [Article by DoNews]