Since being launched in 2017, the WeChat applet (or WeChat mini-program) has won wide popularity and given rise to a new field of online marketing by dint of its convenient loading functions and support from WeChat's large user base. WeChat applets have greatly facilitated connection between online and offline business, and revolutionary changes to small brick-and-mortar stores in particular. Compared with small and medium-sized stores, small stores know little about promotion on WeChat applets. Case studies on applet promotion of several small stores revealed that traditional website promotion strategies and app promotion strategies are not applicable to WeChat applet promotion. To promote small stores on WeChat applets, multiple promotion strategies including online, offline and free promotion strategies should be combined, and the customers' social network should be taken as the key point of network promotion. This paper makes an in-depth analysis of the promotion strategies of small stores on WeChat applets.
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