[E-commerce Operation] Mini Program + E-commerce, how to play?

　　Since WeChat automatically launched the mini program, it has been continuously providing favorable conditions for the mini program promotion and delivery. Various ports have been given priority to mini programs. In a sense, the mini program has liberated the app and is easier to use. The article here starts from the e-commerce field and analyzes how e-commerce can play it within the existing mini program capabilities?

　　Since the mini program was launched on January 9, more than 50 capabilities have been released, most of which are related to "offline, scenario, and use and go".

　　From the birth of the mini program to the present, most players have experienced a confusion stage from being excited to waiting and watching, and then to being ready to move but not knowing how to act.

　　Compared with APP and H5, mini programs are a new form of user-side access. Is it okay to copy the original APP and H5 functions on the mini program? What is the special value of mini programs? What can it bring to us?

　　Here, I will enter the field of e-commerce and analyze how e-commerce can play it within the existing mini program capabilities?

　　1. Features of mini program

　　To find the appropriate gameplay of the mini program, you have to start by analyzing its characteristics. Only by understanding its characteristics can we discover its special value and maximize its value.

　　1. Strong social attributes and easy to spread

　　Mini programs are born on WeChat. And WeChat is a strong social platform. Therefore, a natural and outstanding advantage that comes with mini programs is their strong social attributes. Moreover, in the design of mini programs, we have made great innovations in the sharing function. It is no longer just content sharing, but also a new way of collaboration.

　　The form of sharing is no longer just a static entry for graphic and text links, but uses the form of a mini program card to realize that what you see is what you get. You can see the dynamic data of the mini program page without clicking in.

　　2. Fast, use and go

　　Mini programs are a new application form independent of public accounts, and are essentially a tool. The strong attribute of the tool itself: improve efficiency and leave immediately after use. Therefore, the design of the mini program is based on the principle of lightness and speed, and encourages users to "use and go".

　　Because the development of WeChat mini program uses languages ​​modified from js, CSS, and HTML, and provides various own components and APIs, it is a set of customized syntax tailored for WeChat. Therefore, the user experience of WeChat’s mini-programs is smoother and faster than that of ordinary H5.

　　2. Characteristics determine how to play

　　Strengthen social interaction, spread, fast, use and go. After knowing these characteristics, how can we combine them with e-commerce to maximize the value of mini programs?

　　Social + e-commerce + use and go = lightweight social shopping

　　When we positioned e-commerce applets as lightweight social shopping tools, what is the difference between the mission it carries from H5 and APP? If our APP and H5 are for GMV and profits, then will the mini program also assume the same goal, just a different growth channel?

　　Since mini programs are more suitable for social shopping, its greatest value should be attracting new products and conversions.

　　After clarifying the positioning and goals of e-commerce mini programs, it can be found that stimulus sharing has become the core strategy for maximizing the characteristics of the mini program and achieving the goal of attracting new programs.

　　What are the main ways to stimulate sharing through mini programs?

　　1. Social networking cash reduction

　　After successful payment in the mini program, a social discount for the mini program will be generated. After inviting friends to collect it, you can collect it immediately. After the social discount is collected by the user, it will be placed in the card package "My Ticket" and the next time you go to the mini program to pay, you can redeemed and credit it.

　　Here are Starbucks’ social discounts:

　　This is actually the common way to play red envelope fission in H5. However, if H5 is used for red packet fission and is shared on WeChat, there will be a risk of being regarded as an inducement of sharing by WeChat. However, after social networking is an official function of the mini program, merchants can use it with confidence.

　　In addition, using social cash reduction as an official marketing tool for mini programs has three major benefits:

　　Through affordable cash sharing among friends, geometric social fission can be achieved, and merchants' exposure will be increased to deposit social cash in card packages, so that users can "consumption-sharing-consumption" more smoothly on WeChat. If social cash in combination with social e-commerce gameplay such as group buying, it will greatly improve the effect of fission transmission.

　　2. Group buying

　　Group buying refers to a marketing game where a specified number of friends must be invited to purchase together before they can enjoy discounts or benefits. It is a common social e-commerce game. Therefore, the combination of group buying and mini programs will further amplify the value of group buying and attracting new ones.

　　Group buying can be divided into different gameplay forms such as ordinary group buying, lottery group, newcomer group, etc.

　　In addition to buying a certain product, ordinary group buying means that users can invite a specified number of friends to purchase at a more preferential price. The group buying can be shipped successfully.

　　A lottery group means that users can invite a designated number of friends to pay an extremely low fee (usually 0.01 yuan) to participate in the lottery activity of a certain product. If the group is successful, the lottery will be successful. After the lottery is drawn at the designated time, the winning user can obtain the designated product through 0.01 yuan.

　　A newcomer group refers to a group that only new users can participate, but old users can initiate a group. The goods can be shipped after the group purchase is successful.

　　Integrating these three ways of playing together, the most typical case is the Mogujie Women's Clothing Selected Mini Program. Through social e-commerce, the number of new customers exceeded 3 million in one and a half months, of which more than 70% were brought about by group buying.

　　The biggest advantage of using mini programs to buy groups is that in terms of sharing, users can see the status and information of the group without clicking.

　　3. Purchase and give away

　　Purchase and gift refers to the marketing model in which User A purchases a certain card coupon/product and shares it and gives it to User B, and User B then goes to the merchant to collect or consume.

　　The purchase and gift model allows users who give gifts to express their feelings through innovative and convenient ways, bringing their connections closer, and spreading them to users who receive gifts. After users who receive gifts feel their feelings, they may pass on their love in the same way to form viral transmission.

　　There are two typical ways to buy and give away.

　　One is the gift of card coupons for "Starbucks": User A buys Starbucks card coupons and gives them to User B - User B receives the card coupon and goes to the store to spend it

　　Another type is the physical gift of "playing with things": User A purchases all things and pays for it - share it with user B after payment is successful - User B fills in the address and sends the product

　　4. Sharing the Award

　　The sharing award is actually to realize the gameplay of the Five Blessings during the Spring Festival in the form of a mini program. By inviting friends to help, collect a complete set of prizes to redeem the prizes through points. This way of sharing the interests of friends can easily lead to viral transmission.

　　For example, the Mid-Autumn Festival is approaching. In order to achieve brand communication, CITIC Bank Credit Card launched the "Hagen-Dazs Cake Market" lottery. By inviting friends to help, increase the chance of lottery, collect 5 mooncakes of different flavors and you can get a mooncake gift box.

　　5. Share bargaining

　　Sharing bargaining means sharing and inviting friends to help bargaining, you can enjoy discounts. As the saying goes, when giving a rose, the fragrance will remain in your hands. Stimulate users to share and disseminate through interests, and for friends who are shared, this is a low-cost effort. Users who are shared are also easily influenced by the sharing users, and share them with more friends to enjoy discounts.

　　In addition to the above 5 gameplay, as long as it can "stimulate sharing" and form viral gameplay, you can try it in the mini program to maximize the social advantages of the mini program. Mini programs can be differentiated from APPs. Mini programs are more suitable for new recruitment and conversion, while APPs are responsible for retention and activity.

　　In addition to social advantages, mini programs, as tools, also pursue efficiency and "fast". This determines that the main feature of e-commerce mini programs is not to guide users to "shop", but to make quick decisions, to watch and buy and leave. How to enable users to make decisions quickly? In addition to considering user decision-making costs in category selection and customer unit price expectations, the "public account + mini program" model can be used to guide user decisions more through the content of the public account.

　　Therefore, the essence of a mini program is a tool, which is a supplement to the lack of capabilities of APPs and official accounts.