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万旭成判断,随着传统电商红利的消失,内容电商成为互联网电商的新业态,而微信是互联网的电商洼地。腾讯2017年二季报显示,微信和WeChat的合并月活跃账户数达到9.63亿。这部分用户的消费动能一旦调动起来,市场空间巨大。
昨日,SEE小电铺还与钢琴家郎朗的团队合作,搭建了第一个由明星开设的小程序商城“郎朗艺术世界”。这个小程序将郎朗分散在全球的3000万粉丝集中起来,对其提供运营服务,包括资讯行程、演出票务、IP电商、音乐付费等增值服务。
正如易观分析群组总经理董旭此前判断,小程序更适合拥有使用场景的高频低深度产品。长远来看,小程序的商业化转化除了社交购物外,明星IP的粉丝运营、增值服务,基于社交圈子的场景活动开发等都为其变现提供了更多想象空间。
昨日,微信团队给出了小程序未来发展的几大“风向标”,其中包括:借助复用公众号资质、模板化快速引入、自定义组件共享实现小程序快速创建,降低开发门槛;结合服务直达搜索、好友社交传播、小程序+公众号、连接线下门店等帮助小程覆盖更多场景。
此外,小程序关键词推广功能也正在试点,用户可通过搜索试点小程序开发者配置的品牌词和服务词,找到小程序或相关服务。“我们希望每个推广背后都是具体的内容或服务,一方面直接帮助用户找到所需的内容或服务;另一方面也更好地帮助优质小程序脱颖而出。”腾讯方面称。
一个细节是,蘑菇街曾在今年1月小程序发布之初就进行了“小样”试用,但受制于小程序整体能力不完善而一度沉寂,直到微信团队高频发布小程序能力。“我们觉得它在释放一个信号,就是小程序接下来可能会成为微信生态下的一个承载工具,各行各业能够在里面蓬勃发展,我们不想错过这个点。”王飞告诉记者,蘑菇街现在有20个人的小程序业务团队,负责产品和运营,该团队已搬到广州的微信总部隔壁办公。记者 温婷
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