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微信小程序将升级微信电商？看品牌们怎么玩！

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TMO Group2017年06月06日

微信小程序将升级微信电商？看品牌们怎么玩！

微信公众平台是一个不错的展示平台，尤其对于内容电商而言，绝对是不可错过的塑造品牌形象、增进粉丝互动以及为微信商城引流的渠道。

但是现在，公众号生态正面临着潜在的威胁,一个公认的说法是：红利期已经过去，涨粉太难。如何“更低成本获客、更高回报地流量变现”? 经过半年的沉寂和迭代,小程序重新发声，似乎要给公众号赋能了。

这期，我们将介绍几个有趣也很成功的微信小程序，希望能为各位的微信营销有所启发。

1、施华洛世奇

施华洛世奇推出电商微信小程序“施华洛世奇璀璨馈赠”，消费者在小程序在线下单后，用微信支付即可购买到商品，还能查询全国门店。这个小程序的重点在于，增加了图文链接，可转发，也可任意镶嵌在任何一个公众号，用户点击即可打开小程序。

扫描识别图中二维码

2、法国奢侈皮具品牌Longchamp(珑骧)

Longchamp(珑骧)也推出了两个微信小程序，并把微信作为Longchamp在中国唯一自主运营的线上渠道。

扫描识别图中二维码

“Longchamp巴黎进行时上海篇”是一个引导用户签到分享的小程序，用户可以扫码签到，并把自己在门店的体验拍成照片上传、分享。

“Longchamp个性定制工坊”小程序则是选定一款特定商品，用户定制完喜欢的颜色和款式后，可直接在线购买。

可以看出，Longchamp在小程序上弱化了购物功能，更强调通过微信小程序直接和消费者对话。Longchamp官方也谈道：“在中国，微信既是个社交平台，也是个在线销售平台。它是一个低成本的引流渠道，也便于我们做品牌宣传。利用微信小程序，我们可以更容易的推广产品，并用内容引导消费者的购买行为。”

3、江小白

说到中国年轻消费者，不得不说一下这个新锐的白酒网红品牌：江小白。这个近年来一举突破传统酒企的傲慢与呆板，以“ 我是江小白，生活很简单” 品牌标签，凭借对年轻人消费情绪的深度挖掘，用直达人心的文案表达，赢得了千千万万普通大众青年的心，带动销量和品牌一起飞。

既然和年轻人互动，好玩的品牌营销玩法就不可缺了。来看看江小白的小程序为用户做了什么？

好酒送朋友

用户选择对路的文案和酒，支付，写上送酒词，也可以拍上一段表白视频，像送红包一样，点击发送给微信朋友。朋友接受，填写运送地址，这事就成啦。如果朋友不接受，7天内账款退回你账户。好玩的同时，也扩大了新客推荐。

表达瓶

一种可以用来表达的瓶子。扫描江小白瓶身二维码，输入你想表达的文字，上传你的照片，自动生成一个专属于你的酒瓶。如果你的内容被选中，它就可以作为江小白正式产品，付诸批量生产并全国同步上市。

让用户来说出最真实的声音，参与并自high着，还产生了大量免费绝妙文案创意。还有比这更令人兴奋的互动吗？

最后各位品牌们，既然要瞄准80，90后市场，契合用户群不断变化的互动需求，小程序无疑给公众号带来了很大的想象空间和无限可能性。

分享:

微信扫码分享

社交电商/微信电子商务

#微信商城 #微信小程序 #微信电商

目录

Primary Item (H2)Sub Item 1 (H3)Sub Item 2 (H4)

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