The social e-commerce industry has already begun to be laid out, and the number of employees has already exceeded 80 million. We can see from the number of employees that the industry has signs of rapid development, which has also made the concept of social e-commerce more popular among e-commerce companies. Recognized by business giants, many traditional e-commerce sellers or companies that are optimistic about the industry have begun to gradually enter the field of social e-commerce to seek development. WeChat mini programs are favored by many companies and merchants because of their natural social attributes. , so most companies will choose to rely on the mini program platform to implement the social e-commerce operating model. So after the development is completed, how does the social e-commerce mini program achieve fission marketing?
1. Drain traffic at low prices: Many companies develop small programs immediately, but cannot make good use of “social attributes”. Why is this? The main reason is that there is no commercial value that can be brought by complete social interaction, and the traditional e-commerce operation thinking is still used to dominate the operation of small programs, so the final conversion effect is not optimistic, so the key to attracting traffic at a low price is the first step. You can attract the first batch of “seed users” through low-priced products, and the marketing advantage of low prices is that they can attract users to actively enter the mini program.
2. Marketing fission: After attracting some users at a low price, if you no longer continue to carry out relevant marketing activities, it will be difficult to generate some social fission transformation. The key to generating fission lies in social attributes. Enterprises need to The seed users brought in at low prices will generate user fission by carrying out marketing activities in mini programs, such as: group fission, community fission, welfare fission, distribution fission, etc. Among them, the marketing model of group bargaining is adopted by mini programs. It is used the most by merchants and can achieve user fission the fastest.
3. User precipitation: Although many merchants have also carried out marketing fission activities, when carrying out different marketing activities, they will find that the corresponding monetization effects are different, and the final result of fission is to have more converted orders. , but at this time, we often cannot only focus on conversion and ignore precipitation. When users enter the mini program to place an order, whether they are offline customers or online customers, it is best to “gather” them, so offline customers can be When customers introduce online mini programs, they can also introduce mini program users into the community for precipitation, thereby achieving the effect of a closed-loop fission marketing.
Nowadays, the main reason why many companies are optimistic about the social e-commerce industry is because when the traffic dividend fades and operating costs continue to rise, they can achieve “low cost and gain traffic” through social activities or user sharing and forwarding. The new e-commerce operation model is a very good choice, and after social media can continuously promote word-of-mouth, its own brand awareness will also generate corresponding commercial value through social forwarding and other forms, which also means that social e-commerce will become a new development trend, but it must be mentioned that many merchants often do not make good use of the “social” attribute when operating social e-commerce mini programs, so the effects of social e-commerce are not fully demonstrated, and they want mini programs Achieving good long-term turnover cannot be achieved by just one or two activities. It also requires a planning and positioning for long-term development.
