Under the existing operating platform of traditional e-commerce, social networking is undoubtedly one of the “shortcomings”. For example, Maomao and Dongdong generate order conversions through users actively searching for “rigid demand products” on the platform. However, due to the random More and more businesses are settling in.
The battle for traffic among peers is extremely fierce. How does the social e-commerce concept, which is favored by e-commerce giants, satisfy user needs on mini programs and achieve order conversion?
The editor below will answer the question based on my own analysis for reference.
1. Analyze needs: We all know that WeChat applet is built on the basis of WeChat, and WeChat itself is an app with social attributes. There is no doubt about this. So how to meet user needs? This makes it impossible to operate with traditional e-commerce thinking. You must accurately locate your target user group, analyze the needs close to users, select product merchants, and build a sales environment that matches the needs of the products.
2. Content blessing: Before this, merchants need to think about a question on their own, why is social e-commerce called social e-commerce? Xiaojiu is just trying to hide it here, and leaves the merchants to think on their own without explaining it clearly. So what does it have to do with content blessing? Looking down, it is not difficult to understand whether people will only actively participate in content that interests them? The key to social e-commerce is that high-quality content promotes user participation, and because it can truly resonate, it has the probability of active sharing and conversion.
3. Data reliance: If the demand points obtained from market user positioning at the beginning may not be so accurate, then within a period of operation, different types of data in the mini program background can be used to reposition and analyze the “demand points.” “In addition to enabling merchants to better understand users, more importantly, with continuous optimization and improvement of products and experiences, users will become more and more sticky and will have a “sense of recognition” for merchants. Only then can they truly Turn on the retention rate brought about by social attributes.
