First of all, why should tourism enterprises develop small programs?
From the user's point of view, the applet is an application that can be used without downloading, just like its operation mode. Tourism applications have low frequency and many kinds. Install a batch of travel apps about 30M, and don't bother to open them once every two or three months or even a year and a half, which greatly wastes the memory of the mobile phone. Now, through a small program, users can solve all the needs of purchasing tickets, booking hotels and checking scenic spots on WeChat. It provides great convenience for users.
From the perspective of enterprises themselves, traditional travel agencies mainly serve local tourists through offline publicity. In terms of promotion, they also print paper brochures, claiming that their efforts are very small. 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 develops well, 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, making it easy for travel agencies to make profits in the WeChat closed loop formed by the applet.
When will we use applets?
According to Zhang Xiaolong, the father of WeChat, applets are disposable products, and its biggest entrance is the use of offline scenes. According to statistics, more than half of the 654.38 billion users of WeChat use WeChat for more than 90 minutes every day. The number of people who use small programs is huge, which can be seen from the continued popularity of "jumping" small programs.
Imagine, 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 the day;
Blowing cold air and other buses, you will repeatedly click on the bus applet to refresh the real-time bus schedule;
Maybe you don't wait for the bus, you can also open mobike's applet and ride your bike directly to avoid being late;
Entering KFC, there was a long queue before ordering. You can order food quickly by directly searching KFC applet.
If you want to go to Yonghui to buy ingredients after work, you don't have to look for them one by one in front of the long shelves in the supermarket. As long as you open Yonghui's applet, you can place an order and deliver it to your door with one click.
Whether you want a haircut, manicure, print photos or receive express delivery, you can meet the current needs by searching, scanning and opening the corresponding applet.
It can be seen that applets are closely related to our daily life and are widely used in offline scenes.
So, how should travel e-commerce apply their own small programs?
First of all, we need to know which business applets we need.
Take this kind of tourism applet product as an example. The tourism applet mainly includes three categories ***2 1 products, which contain all the services needed by the tourism industry.
So many small programs, which ones are most needed and most suitable for us? It still depends on our specific business model.
Imagine what kind of scene tourists will open our applet.
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. The beautiful scenery and luxurious hotels moved her a little. She quickly commented and let Xiao Ming share the raiders.
Xiaoming directly shared a strategy applet, in which the strategy of Jiuzhaigou is 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 of arriving in Jiuzhaigou, Xiao Liu received a reminder from the applet. I am very satisfied with this stay. When checking out, the front desk also carefully told Xiao Liu. If you like, you can also write a comment and share it with your friends. After spending, friends 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 of waiting in line to buy tickets, and Liu Can Jr. can scan the code and enter the park easily. In addition, she also purchased the corresponding services in the tour guide applet and the insurance applet.
In such an online and offline travel scene, Xiao Liu experienced multiple entrances:
Sharing entrance: Xiao Liu received a friend's sharing and drove her to book a service.
Reminder entrance: On the day of check-in, you will receive a reminder message.
Scan code entrance: enter the scenic spot after scanning code to obtain tickets.
Service entrance: I bought a tour guide and insurance and enjoyed the corresponding service.
Evaluation portal: after experiencing the service, evaluate and share it.
For the user's travel, each entrance of the applet is consistent with the widely used scene. By sharing the search online and scanning the code offline, the applet makes up for the lack of fluency and large space occupied by the official account/service number of WeChat or the native app, which is well adapted to the current travel needs of users and hides when it is not needed.
Therefore, as a tourism e-commerce, what we have to do is to fully consider the user's usage scenarios and choose to develop corresponding small programs to display our products.
Reminder: We need to be 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 have to carry out secondary development and production like building an e-commerce platform, which 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 to carefully examine its company background and business ability, and it is best to look at the other party's successful case, so as to avoid being deceived by bad merchants, resulting in no technical support and maintenance guidance after developing small programs, and even suffering from "WeChat scam" and losing money in vain.