Curiosity-奢侈品行业微信小程序研究报告（英文版）.docx

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1、MiniProgramintheLuxuryIndustry-June2018TABLEOFCONTENTS1MiniProgramIntroductionMiniProgram-“TheGameChanger”2MiniProgramforFashion3MiniProgramforWatches&JewelryPART1MiniProgramIntroductionMiniProgram-“TheGameChanger”MiniProgram-The2017GameChangerWhatisaMiniProgram?TheM

2、iniProgramisanewdevelopmentcapabilitywithintheWeChatplatformthatlaunchedinJanuary2017.Developmenttimeisshortandenablesbrandstobuild“miniapplications”withagreatuserexperienceallexpertlyintegratedwithintheWeChatecosystem.AddedvalueofMiniProgram✓HighExposure✓HighContent

3、Flexibility✓E-commerceenabled•Multiplepointsofexposureincluding“nearby”functionservesasfreeadvertisingontheWeChatplatform•Betteruserexperiencewithfasterloadingspeed,quickaccessandcustomizedexperience•AllowsforeasieridentificationbetweenFollowers&CustomersMiniProgram

4、Entrances12345910DisplayedonaccountprofilepageOfficialAccountMenuQRcodescanonline&offlineWeChatPost(From/Addto)Desktop678SharingonmomentsSharetofriends/groupchatDiscover-MiniPrograms(Geolocalized)AccessonthetopofChatFromPaymentNotificationPART2MiniProgramforFa

5、shionPART2.1LuxuryFashionLuxuryFashion:LouisVuittonKEYPOINTS•Boldproductvisualssoastoattractattentionandimprovesvisibility•Shoppingbagiswell-structuredsoastoencouragespendingMembershipMiniProgramLandingPageProductListProductDetailsShoppingBagLuxuryFashion:GucciGift

6、ingKEYPOINTS•Landingpageinvolvenicevisualssoastoattractattention•Navigationissimplesoastoimprovestheusers’experienceMembershipMiniProgramLandingPageProductListProductDetailsPaymentPageMembershipMiniProgramLuxuryFashion:StellaMcCartneyKEYPOINTS•Neatandvisuallyattrac

7、tivelandingpage•ProductlistandlandingpageinvolvevisualsandinterestingproductssoastoattractattentionLandingPageProductListShoppingbagMemberCenterLuxuryFashion:LoeweKEYPOINTS•Focusonafterscenesofcampaign’sshoot•Tabsarewellorganisedandeasytonavigate•Storelocatorincludes

8、amessageaboutdrivingtraffictoofflinestoresMembershipMiniProgramLandingPageDiscoverAfterScenesAfterScenesStoreLocatorLuxuryFashio