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想做的不仅是微信的「天猫」,微信开放品牌搜索

微信官方电商搜索天猫开放品牌品牌搜索
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<p><img class="aligncenter size-full wp-image-1061998" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039.jpg" alt="" width="2500" height="1662" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039-360x239.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039-768x511.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039-1024x681.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" /></p> <blockquote><p>「品牌搜索,让用户便捷地直达品牌商家的服务。为进一步方便用户获取服务,帮助商家触达用户,该功能面向品牌开放运营。」</p></blockquote> <h3><span style="color: #605eac;">品牌搜索是什么?</span></h3> <p>7 月 6 日晚,微信公众平台宣布品牌搜索开放,开通品牌搜索的商家将获得品牌官方区和微主页的能力。</p> <p>微主页是微信提供的标准化小程序,其包括品牌介绍、主营产品、服务、联系方式等模块。不仅能够被便捷地获取和传播,还能帮助你的品牌与用户建立更加紧密的联系。</p> <p><img class="aligncenter size-full wp-image-1062003" src="https://images.ifanr.cn/wp-content/uploads/2018/07/1-22.jpg" alt="" width="1000" height="994" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/1-22.jpg 1000w, https://images.ifanr.cn/wp-content/uploads/2018/07/1-22-360x358.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/1-22-768x763.jpg 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></p> <p>而品牌官方区的内容,知晓程序也早在 3 个月前就已经介绍过。</p> <p><img class="aligncenter size-full wp-image-1010563" src="https://images.ifanr.cn/wp-content/uploads/2018/04/hpstarbucks.jpg" alt="" width="1200" height="750" srcset="https://images.ifanr.cn/wp-content/uploads/2018/04/hpstarbucks.jpg 1200w, https://images.ifanr.cn/wp-content/uploads/2018/04/hpstarbucks-360x225.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/04/hpstarbucks-768x480.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/04/hpstarbucks-1024x640.jpg 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /></p> <p>入驻「微信品牌官方区」的品牌将拥有「官方」认证,该品牌的电商小程序、公众号、门店小程序等信息也将会得到整合。</p> <p>相关阅读:<a href="https://mp.weixin.qq.com/s/gW0bQGRT_WnPM2PmPBlXyA">微信品牌官方区开通条件曝光!手把手教你如何开通</a></p> <h3><span style="color: #605eac;">如何入驻「微信品牌官方区」?</span></h3> <p>官方给出可以开通品牌搜索的商家条件有两点:</p> <ol> <li><strong>公众号获得商标保护</strong></li> <li><strong>非金融、医疗行业</strong></li> </ol> <p>第二点很好理解,那么对于第一点,商标保护是什么意思呢?</p> <p>进入公众号「更多资料」页,即可查看公众号是否获得了「商标保护」。</p> <p><img class="aligncenter size-full wp-image-1062001" src="https://images.ifanr.cn/wp-content/uploads/2018/07/900_.jpg" alt="" width="1000" height="1244" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/900_.jpg 1000w, https://images.ifanr.cn/wp-content/uploads/2018/07/900_-360x448.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/900_-768x955.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/900_-823x1024.jpg 823w" sizes="(max-width: 1000px) 100vw, 1000px" /></p> <p>以「知晓程序」和「玩物志」的信息页作对比,可以看到「玩物志」拥有商标保护,而「知晓程序」暂时还没有。</p> <p><img class="aligncenter size-full wp-image-1062002" src="https://images.ifanr.cn/wp-content/uploads/2018/07/9000_.jpg" alt="" width="1000" height="884" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/9000_.jpg 1000w, https://images.ifanr.cn/wp-content/uploads/2018/07/9000_-360x318.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/9000_-768x679.jpg 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></p> <p>只有拥有商标保护的非金融、医疗类公众号,才具备开通品牌搜索的资格。</p> <h3><span style="color: #605eac;">不仅限于电商、还有知识产权</span></h3> <p>早在 2017 年 12 月 18 日,知晓程序就发现微信已经在内测「微信品牌官方区」服务,并向部分合作伙伴开放了这一功能。</p> <p><img class="aligncenter size-full wp-image-1062004" src="https://images.ifanr.cn/wp-content/uploads/2018/07/234.jpg" alt="" width="1024" height="1024" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/234.jpg 1024w, https://images.ifanr.cn/wp-content/uploads/2018/07/234-360x360.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/234-768x768.jpg 768w" sizes="(max-width: 1024px) 100vw, 1024px" /></p> <p>当时参与内测的品牌几乎都能在电商上建立「微信精品店小程序」,也就是一边在微信搜索拥有一个置顶的品牌落地页,一边能卖货。</p> <p>当足够的品牌入驻「微信品牌官方区」,那腾讯一直做不起来的电商也许能借微信达成。</p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1062005" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111144009519.jpg" alt="" width="2480" height="1748" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111144009519.jpg 2480w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111144009519-360x254.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111144009519-768x541.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111144009519-1024x722.jpg 1024w" sizes="(max-width: 2480px) 100vw, 2480px" /><span style="color: #808080;">图片来源:视觉中国</span></p> <p>想一想,「微信的天猫」是个多诱人的字眼。腾讯在电商上屡屡碰壁,但这次或许能借其最擅长的社交另辟蹊径,杀出一条血路。</p> <p>当然,随着「微信品牌官方区」的发展,众多品牌会不会被阿里要求「二选一」还是未知之数。</p> <p>但此次开放的品牌搜索仅针对电商吗?</p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1062000" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595336.jpg" alt="" width="2500" height="1662" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595336.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595336-360x239.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595336-768x511.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595336-1024x681.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" /><span style="color: #808080;">图片来源:视觉中国</span></p> <p>当然不,只要是拥有商标保护的品牌,都可以入驻品牌「微信品牌官方区」。以「爱范儿」为例,若其拥有商标保护,凭借它的高知名度,它很有可能遇到高仿账号。</p> <p>而入驻「微信品牌官方区」后,用户在搜索爱范儿时,可以在微信搜索最上方直接看到品牌页面。品牌页面包含微主页和公众号两部分内容,微主页页面可展示商家官方信息和服务,旗下产品也可以得到更多的曝光。</p> <p><img class="aligncenter size-full wp-image-1062103" src="https://images.ifanr.cn/wp-content/uploads/2018/07/ifanr1.jpg" alt="" width="1000" height="994" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/ifanr1.jpg 1000w, https://images.ifanr.cn/wp-content/uploads/2018/07/ifanr1-360x358.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/ifanr1-768x763.jpg 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></p> <p>那样再也不会有人在知晓程序文章下面指责我们抄袭爱范儿了,因为通过微主页,用户就能直接知道我们是一家。</p> <p>而品牌页面的公众号栏目对于「爱范儿」这样的账号来说,依然是重要的。不仅可以避免高仿号带来的声誉下降,也能缩短用户触达的过程,让用户更快的关注。</p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1061999" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595332.jpg" alt="" width="2500" height="1662" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595332.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595332-360x239.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595332-768x511.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157595332-1024x681.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" /><span style="color: #808080;">图片来源:视觉中国</span></p> <p>这次开放的品牌搜索更像完成了一次品牌整合,微主页、小程序、公众号都可以在用户搜索时第一时间触达用户。如果品牌想要在微信占据更多的入口,那为什么不尝试呢?毕竟成本并不高,只要获得商标保护就能参与其中。</p> <p>只是,做了小程序又开放了品牌搜索,微信还能说自己想做的不是系统吗?</p> <p>题图来自视觉中国。</p> <p><strong>关注「<span style="color: #605eac;">知晓程序</span>」公众号 ,在微信后台回复「<span style="color: #605eac;">微观</span>」</strong><strong>,查看更多行业资讯观点。</strong></p> <p><img class="size-full wp-image-963729 aligncenter" src="https://images.ifanr.cn/wp-content/uploads/2018/01/qrcode.gif" alt="" width="750" height="375" srcset="https://images.ifanr.cn/wp-content/uploads/2018/01/qrcode.gif 750w, https://images.ifanr.cn/wp-content/uploads/2018/01/qrcode-360x180.gif 360w" sizes="(max-width: 750px) 100vw, 750px" /></p>