Why Does Your Company Need Mini-Programs?
WHY DOES YOUR COMPANY NEED
为什么你的公司需要
With COVID-19 resulting in a dramatic change of lifestyle for most countries around the world and increased attention being placed over the future of e-commerce and retail, China is well-placed to continue its current course of creating innovative digital platforms. It is clear to see that China has, for many years, been among the most digitalized countries with constant development of new innovative technologies, among these, WeChat Mini-programs are one of the digital innovations mostly attracting marketers’ attention. 在新冠疫情给全世界大多数国家带来了生活方式的巨大变化的形势下，随着人们对电子商务和零售业未来的关注度日益增长，中国完全有能力继续创建一个创新的数字平台。事实上，中国多年来一直是数字化程度最高的国家之一，且致力于不断开发新的创新技术。其中，微信小程序是最吸引市场人员关注的平台之一。 Originally launched by Tencent in January 2011 as a messaging app, WeChat has now grown to 1.2 billion monthly active users, up 6.3% year-on-year. Although it’s significant to mention that 45 billion messages are exchanged on WeChat every day, this app has since become much more than just a messaging app. 微信，起初是腾讯在2011年1月推出的一款聊天应用，目前其月活跃用户已增长至12亿，同比增长6.3%。如今，每天有450亿条信息通过微信发出，而这个应用已经变得远远不仅局限于这一功能了。 Launched in January 2017, Mini-Programs are sub-applications within WeChat that enable users to access third-party service providers related to any category, from food and travel to education and fashion. The latest data assesses that over 300 million daily active users on more than 2 million WeChat Mini-programs are currently present on this digital platform, with a transaction value exceeding RMB 800 billion in 2019 (+160% from the previous year). 小程序于2017年1月推出，是微信内部的子应用，用户可以访问如食品、旅游、教育、时尚等类别的第三方服务提供商。最新数据显示，该平台目前有超过200万个微信小程序，每日活跃用户超过3亿，2019年交易额超过8000亿元人民币（较上年增长160%）。 Last January during its Open Class 2020, the WeChat team presented a series of updates that seem to confirm the development of an online marketplace for traders and sellers. Along with this decision, WeChat has undoubtedly been aligning with other major e-commerce players such as Alibaba, JD.com and Pinduoduo. Despite being among the last to arrive in the market, WeChat can leverage its significant amount of user data, its business-to-consumer ecosystem, as well as its advertising operation to build an e-commerce platform. 去年1月，微信团队在公开课上发布了一系列更新，似乎确认了一条作为同时面向卖方和买方的在线市场的发展道路。做出这个决定之后，微信无疑开始与阿里巴巴、京东、拼多多等其他主要的电子商务平台结盟。尽管微信是最后到达战场的，但它可以利用其大量的用户数据、企业对消费者的生态系统以及广告运营来构建一个新的电子商务平台。 WeChat’s plan to develop more digital retail-friendly features is a natural strategic choice to comply with the current e-commerce business models. For this reason, following the great success experienced by other major players, it should not come as any surprise that WeChat has recently announced its latest upgrade towards supporting live-streaming within its Mini-programs. 微信还计划开发更多数字化的零售便利功能，以顺应当前电子商务商业模式的自然战略选择。基于这个原因，继等其他运营商取得了巨大的成功之后，微信最近宣布升级其小程序以支持直播功能，就不奇怪了。 With an average number of visits to Mini-programs per user increasing by 45% in 2019 compared to the prior year, an average number of Mini-programs used per user going up by 98%, and an average retention rate also growing by 14%, it is extremely likely that in the post-COVID-19 period these numbers will continue to significantly increase, but what are the advantages of creating a Mini-program? 与前一年相比，2019年每位用户访问小程序的平均次数增加了45%，每位用户使用小程序的平均次数增加了98%，平均用户保留率也增加了14%，因此，在新冠疫情影响之后的时间里，这些数字极有可能继续显著增加。但是开发一个小程序有哪些好处呢？ WeChat Pay 微信支付 WeChat Mini-programs are directly linked to WeChat Pay, which is the app’s integrated payment system. The number of WeChat Pay registered individual businesses in China has reached 72 million, of which more than 50 million small and medium-sized merchants are active on WeChat’s payment platform. With increasing features being constantly introduced (for example, face payment, QR code scan purchase, smart operation) both the number of users and transactions is set to grow. 微信小程序支持直接链接到微信的集成支付系统——微信支付。中国微信支付注册个体工商户达到7200万户，其中活跃在微信支付平台的中小商户超过5000万户。随着越来越多的功能不断推出（例如，面对面支付、二维码扫描购物、智能操作……），用户数量和交易量都将保持增长。 Notifications 通知 Mini-programs can send push notifications to their users in the form of a normal text. Through this feature, it’s relatively easy for businesses to be in touch and actively engage with their customers whilst keeping them up to date with the latest news and promotions. 小程序能以普通文本的形式向用户发送推送通知。通过这项功能，企业可以相对轻松地与客户保持联系并积极接触，同时让他们了解最新的新闻和促销活动。 Social E-commerce 社交电子商务 A growing number of top WeChat influencers started developing their own e-commerce and mini-programs, with celebrities representing huge growth drivers for brands, they are progressively driving a remarkable amount of sales on such platforms. 越来越多的拥有顶级影响力的名人开始在微信开发自己的电子商务和小程序。由于这些名人代表着品牌的巨大增长动力，他们正逐步推动这一平台的可观销售额。 Mini-programs won’t necessarily replace apps, but they are a great tool to integrate to a brand’s WeChat Official Account. They are indeed a powerful tool to better convert the great potential of WeChat content to e-commerce, especially in a retail system where influencers play an essential role. 小程序不一定会取代本地应用程序，但它无疑是一个很好的可以集成到品牌微信官方账号的工具。它也确实是一个强大的工具，可以更好地将微信内容的巨大潜力转化到电子商务中，特别是在一个有影响力的卖方扮演重要角色的零售系统中。 If you’re looking for more information on how to develop your digital business in China, don’t hesitate to get in touch with us at info@eastant.it. 如果您想了解更多有关于如何在中国发展数字营销的信息，请随时通过邮箱与我们联系：info@eastant.it。
