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「上线了」洞察:如何抢占小程序赛道主导地位? - 小程序资讯 - 上线了sxl.cn近日,腾讯发布 2019 年第二季度财报。
财报显示,微信小程序生态系统生命力越来越旺盛,吸引越来越多小程序开发者与服务提供者参与。中长尾小程序数量同比增长超过 1 倍,小程序品类也渐趋多元化。
此外,十数个内容类小程序日活用户数超过 100 万也被特别“强调”,成为此次财报亮点之一。
不难预见,服务好中长尾商户将成为众多小程序赛道入局者占据行业主要地位的关键;而内容或将成为抢占行业较高地位的重要“突破口”。
但是,如何获得中长尾商户的“芳心”?如何定位中长尾商户的核心需求?如何实现“内容”为突破口呢?
「上线了」认为,所有疑问的核心,最终都要回归到产品与服务上。
作为国内首批小程序研发团队和微信公开课认可的“中长尾生态小程序服务商”代表,「上线了」致力于让不会编程、不懂技术的人也能迅速编辑和发布小程序。截止目前,通过「上线了」发布的小程序已占微信小程序发布总量的 3%。
总结众多成功案例,「上线了」将服务中长尾商户的核心概括为三个阶段,分别为满足使用、提升体验、强化赋能。
一.普适性原则,找准中长尾商户共性需求
在谈论如何服务中长尾商户之前,我们不妨先聊聊中长尾商户这个概念。
所谓中长尾商户,通常指小微企业、个体私营商户,例如餐厅、便利店、理发店等。他们通常有规模小且人手不足,虽然场景多样但成本预算空间小等特征。
因此,小程序服务商在向中长尾商户提供产品与服务时,易于上手和快速满足需求是首先需要考虑的。
如前文所述,「上线了」致力于让不会编程、不懂技术的人也能快速编辑和发布小程序。
商家只需选择合适的小程序模板,编辑和填充图文即可快速发布小程序。极低的操作门槛和使用成本,成为「上线了」受到众多中长尾商户选择与信任的原因。
二.差异化原则,尊重中长尾商户个性化需求
中长尾商户是一个巨大的用户群体,其服务模式、产品属性、发展阶段各有不同,例如:
根据服务模式不同,分为到店消费、预约上门;
根据产品属性不同,又有实物产品或虚拟产品;
根据经营规模不同,可有连锁、直营、加盟等;
……
每一个商户都是独立的个体,落地到小程序解决的需求上也具有独立且个性化特征。
因而,小程序服务商在向中长尾商户提供通用产品功能的同时,尊重差异化并具备提供个性化服务的能力十分有必要。
值得一提的是,这里提到的个性化服务应当分为两方面看:
一方面是指商户可根据自己的实际需求,自主选择使用或不使用某些功能模块。
例如在「上线了」电商小程序中,商户可自行做如下设置:
商城风格设计:自主选择模板或自定义设置配色、导航栏等要素,统一商城风格;
配置营销工具,根据营销计划启用关闭营销工具,如秒杀、拼团、优惠券、推广弹窗等。
设置配送服务,根据配送需求选择启用一键发货服务,提升发货效率和运费成本控制能力。
另一方面则是指小程序服务商量身定制与开发小程序的能力。
当小程序通用功能无法满足商户使用特定需求时,小程序服务商可根据商户具体需求,提供一对一的个性化定制服务,以满足商户针对性更强、更细致的使用场景。
三.强化赋能,提升管理能力与服务能力
回归到小程序产生与应用的初心,其核心目的应该是服务于商家,为商家创造价值。
如果说前面所述的两大核心是实现从商户到顾客建立联系,那么强调小程序为商家赋能则是实现从顾客到商户的反馈过程。
1、小程序赋能意义何在?
我们都知道,小程序无需下载注册、基于微信生态。这不仅为商家将产品与服务快速触达用户建立桥梁;而且还为商户,特别是中长尾商户降低获客成本、构建流量池提供便利。
也正因为小程序“随用随取”的特性,商家如果一味向顾客“灌输”商品却不关注顾客需求,势必会造成顾客粘性降低从而流失(且一旦流失通常不可逆转)。
因此,与实现商家到顾客的推介作用相比,以小程序为纽带,建立顾客到商家的互动与反馈也同样重要。
2、小程序赋能如何实现?
为了强化商家的管理能力与服务水平,「上线了」以小程序为载体,帮助构建商家与顾客形成良性互动闭环。
一方面,帮助商家强化内容展示能力。
以轮播图、快捷按钮、商品分类等设计提示内容重要性,支持图文、视频等多种方式帮助顾客准确传达产品与服务;
除了商品页面中的内容展示外,文章博客、关联公号等也在一定程度上增加产品与顾客关联度,为商家赋能。
另一方面,则是增强商家与顾客互动性,提升小程序使用粘性。
以「上线了」超级云名片为例:除了点赞、评论等粗浅的互动,超级云名片还通过云助理,帮助商户实时捕捉访客浏览足迹,为分析访客需求提供依据。
以此为基础的深度互动,不仅提升互动及时性和精准性,还为进一步优化内容提供数据支撑。
一定程度上,腾讯 Q2 财报中有关小程序发展趋势,也为「上线了」细化中长尾商户使用需求,持续优化产品与服务提供了借鉴。
除了持续关注中长尾商户使用需求、潜心打磨产品,「上线了」将不断优化服务体系,为更多中长尾小程序商户带来更优质快捷的服务体验。