We once made a whole network marketing solution for a customer in the beauty industry. The overall plan is implemented from four stages: platform building, search resource integration, new media marketing, and WeChat operation, specifically including:
Official website construction
Website optimization
Creating an Internet Public Opinion Environment
We media platform promotion
Applet development, operation and promotion
Help customers achieve efficient transformation from platform building → promotion and drainage → transformation and precipitation → fission, bring more interested customers to customers, and make them play their maximum value. During the in-depth communication with the customer about the implementation of the plan, the customer asked why not do APP? Will it be more awesome to build an APP?
We have also incubated a number of Internet+projects in different fields, so we have a good understanding of the advantages and disadvantages of different platforms for enterprises to gain customers.
What does the development of APP mean for SMEs?
high-cost. The development of APP costs a lot of money, manpower and time. Compared with large companies with strong strength, SMEs still have some difficulties in developing APP.
Long cycle. For simple APPs, the design, development and testing time is about 6 to 8 weeks, and for complex ones, it may even take several months to a year. After the launch, in order to ensure the stable operation of APP software and hardware, the APP should be updated and upgraded regularly. This requires enterprises to maintain stable cost investment in APP development.
High operating costs. APP also needs to invest a lot of costs in the later operation. In the seed stage, you need to collect user behavior data and find some seed users to test whether your APP meets the needs of these users. During the promotion period, APP needs to be promoted on multi channel platforms. Enterprises also need to constantly set up activities that can mobilize the enthusiasm of users to promote innovation and activation, so as to improve the viscosity of users.
The most important thing is that even if the above costs are invested, APP still has no effect. Because it is impossible for consumers to install and use enterprise level APP in a specific industry on their mobile phones. Therefore, we firmly believe that APP is a false proposition for this enterprise.
Can small programs meet the customer demand of small and medium-sized enterprises?
Compared with the initial launch in 2018, the functions of today's WeChat applet are increasingly improved after continuous iteration and update.
In February this year, WeChat water trial applet live broadcast supports merchants to carry goods live in their own applet.
In July this year, it was reported that the WeChat applet supports one click sharing to the circle of friends. This new function has gradually supported the Android version of WeChat, and the IOS system will gradually be realized in the subsequent version updates.
On August 24, WeChat officially announced that the public beta of the "transaction guarantee" capability of the applet was officially launched. It not only protects WeChat users' consumption rights and interests in the applet, but also brings more transactions and transformations to high-quality service stores. Merchants with access to transaction protection can obtain official authentication marks, official event registration qualifications, search optimization and other rights.
The WeChat flow pool with 1.2025 billion monthly active accounts has also become a unique customer advantage for WeChat applets. By June 2020, the number of users covered by WeChat small programs has reached 830 million, an increase of 11.6% compared with last year. The user stickiness has also continued to improve, and the number of active days per capita has also increased by 23.8% year on year;
The number of monthly active users has exceeded 1000, and the number of users per capita has also increased to 9.8.
The active users of WeChat applet are mainly concentrated in life services and mobile shopping, which is also very beneficial to the beauty industry where customers are.
Customers can build their own private domain traffic pool by virtue of the ecological environment of WeChat public account+friends circle advertising+applet, and realize the transformation of online and offline integration of the company's operating model. For example, after paying attention to the corporate official account, the user can guide and bind the membership card, and then transfer from the membership card to the applet to complete the conversion of commodity purchase and online booking. The three promote and divert each other, thus forming a stable private domain traffic.
The advantages of small programs, such as light weight and convenience, avoid the loss of customers in the process of downloading apps, reduce the cost of promotion and promotion, and also bring users a better experience because they do not occupy any memory.
The most important thing is that the development threshold of WeChat applet, which focuses on lightweight applications, is much lower than that of APP. One front-end development engineer can complete the development and iteration of WeChat applet, and can meet the needs of both Android and IOS users.
In contrast, no matter the development cost or the promotion cost, for this customer in the beauty industry, applets have more advantages than APP, which is determined by the market and customers.
When many customers don't understand these contents, they will want to fully blossom in the layout of PC, APP and applet. However, the channel layout is determined by the customer and the market. From the beginning, the overall layout of each channel has little effect. Not only will business development blur the focus and direction, but also will cause waste of capital and human costs.
In line with the attitude of "being a conscientious enterprise", we should clearly inform the customers of our thoughts after weighing the advantages and disadvantages, rather than blindly catering to customers, or even exaggerating the actual effect of APP to facilitate signing. But it is also very likely that the customer will think that we do not understand him, that we are not professional enough, so that they lose the customer.
If you encounter such a situation, as an Internet service provider, do you answer or not?
