What are the application scenarios for using WeChat applets?

since wechat launched applets last year, in just one year, the number of users of applets has reached 17 million, and the number of online applets has reached 58,. All walks of life in the application and innovation of small programs. As far as tourism is concerned, industry giants such as Ctrip, Tuniu and Ant Cell have already launched exclusive applets to seize the market for the first time. It can be said that tourism enterprises must make good use of applets if they want to occupy the latest traffic dividend. So how to use the travel applet? The following thoughts will answer you one by one.

first of all, why do tourism enterprises develop applets?

From the user's point of view, the applet is an application that can be used without downloading, just as it operates. For tourism applications, the frequency of use is low and there are many kinds. Install a number of travel apps about 3M, but don't bother to open them once in two or three months or even a year and a half, which greatly wastes the memory of the mobile phone. Now, with a small program, users can solve all the needs of purchasing tickets, booking hotels and checking scenic spots in WeChat. It provides great convenience for users.

from the enterprise's own point of view, traditional travel agencies mainly serve local tourists through offline publicity. In terms of promotion, they also print paper brochures, claiming little. Switching to an online travel agency is limited by many aspects such as cost, technical difficulty and promotion difficulty when developing APP. Even if it is well developed, it will still face many problems such as high user acquisition cost, low activity and difficult user retention. In contrast, the WeChat applet has low threshold, low cost and rich entrance. More importantly, due to the uniqueness of applet names, in the early stage of market development, if you can register high-traffic keywords as applet names first, it will bring you a lot of exposure and click traffic, which is more conducive to the promotion of tourism enterprises themselves. Moreover, the applet also connects the social function and payment function of WeChat, so that the travel agency can easily make a profit in the WeChat closed loop formed by the applet.

when will we use applets?

according to Zhang Xiaolong, the father of wechat, an applet is a disposable product, and its biggest entrance is the use of offline scenes. According to statistics, more than half of the 1 billion users of WeChat use WeChat for more than 9 minutes every day. The number of people using applets is huge, which can be seen from the continuous popularity of the "Jump Jump" applet.

just think about it, how many times do we use applets a day?

when you open your eyes in the morning, you will first open the weather applet to check the weather of that day;

when the bus is blowing cold air, you will click on the bus applet to refresh the real-time bus frequency repeatedly;

Maybe you didn't wait for the bus, you can also open mobike's applet and ride the bike directly to avoid being late;

When you enter KFC, there is a long queue before ordering. You can order food quickly by directly searching KFC applet.

When you get off work and want to go to Yonghui to buy ingredients, you don't have to search one by one in front of the long shelves in the supermarket. Just open Yonghui's applet and you can place an order and deliver it to your door with one click.

whether you want to get a haircut, get a manicure, print photos or receive express delivery, you just need to search, scan and open the corresponding applet to meet the current needs.

From this, applets are closely related to our daily life and are widely used in offline scenes.

so, how should travel e-commerce apply their own applets?

first of all, we should be clear about what businesses we need applets.

Take this kind of tourism applet products as an example. The tourism applet mainly includes 21 products in three categories: business development, marketing promotion and content sharing, which basically covers all the services required by the tourism industry.

With so many small programs, which ones are most needed and suitable for us? Still have to look at it according to our specific business model.

Let's imagine what kind of scenes tourists will open our applets.

Xiao Liu is a girl who loves traveling. One day, she saw a landscape map of Jiuzhaigou shared by her friend Xiaoming in a circle of friends. Beautiful scenery and luxurious hotels made her feel a little moved. She quickly commented and asked Xiao Ming to share the raiders.

Xiaoming directly shared a raiders applet, in which the raiders of Jiuzhaigou are very detailed. Xiao Liu carefully studied a number of raiders and immediately decided to travel next week. Without an APP, she chose to search the hotel applet of the travel agency directly in the WeChat search box. After comparison, she chose the right hotel to place an order.

On the day he arrived in Jiuzhaigou, Xiao Liu received a check-in reminder from the applet. I am very satisfied with this stay. When checking out, the front desk also told Xiao Liu carefully. If you like, you can also write down comments and share them with friends. After friends spend, they can also get coupons for future travel.

After arriving at the scenic spot, Xiao Liu ordered the tickets online in the ticket applet. Save the time delayed by queuing for tickets, and Xiao Liu can easily enter the park by scanning the code. In addition, she also purchased the corresponding services in the tour guide applet and the insurance applet.

In such an online and offline tourism scene, Xiao Liu has experienced several entrances:

Sharing entrance: Xiao Liu received a friend's share and drove her to book a service.

reminder entrance: on the day of check-in, I received a reminder message.

code scanning entrance: enter the scenic spot after scanning the code to get tickets.

service entrance: I bought tour guides and insurance and enjoyed the corresponding services.

evaluation portal: after experiencing the service, evaluate and share it.

For users' travel, various portals of applets are consistent with widely used scenarios. Through online sharing search and offline code scanning, Applets make up for the shortcomings of WeChat official account/service number or native app in terms of lack of fluency and large space occupation, which well adapts to the current travel needs of users and hides them when they are not needed.

Therefore, as a tourism e-commerce, what we need to do is to fully consider the user's usage scenarios and choose to develop corresponding applets to display our products.

Reminder: We need to be more vigilant when applying applets.

Although the application process of small programs is relatively simple, in order to have small programs that meet their own needs, tourism enterprises still need to carry out secondary development and production like building an e-commerce platform, which also requires us to have certain professional and technical capabilities such as programming. If a merchant has no professional ability, it is necessary to choose a formal professional third-party developer, carefully examine its company background and business ability, and it is best to look at the successful cases of the other party, so as to avoid being deceived by bad merchants, resulting in no technical support and guidance for maintenance after developing small programs, and even suffering from "WeChat scam" and losing money in vain.