Shanghai small program on behalf of the operation of the company's service costs to explore

I. Cost components of services

1. Basic Service Fee
   • This is the cost of the basic services provided by the agency, which usually covers the daily maintenance, monitoring and basic operation management of the applet. This includes ensuring the normal operation of the small program, regularly checking the server status, fixing possible loopholes, and updating the small program version to adapt to platform changes. The monthly basic service fee ranges from RMB 2,000 - 5,000, depending on the complexity of the program and the service standard of the operating company. For smaller programs with simpler functions and relatively fewer users, the basic service fee may be lower; for those with complex function modules that require high-frequency maintenance, the fee will increase accordingly.
2. Content management costs
   • Content is the key to attract users and keep them active in small programs. The cost of content management by the on behalf of the operating company mainly involves updating product information, article writing and publishing, image and video production, etc. If it is an e-commerce applet, the agency will be responsible for the optimization of the product detail page, the management of product uploading and downloading, etc., to ensure the accuracy and attractiveness of the product information. For applets containing information sections, professional copywriting teams will write high-quality articles to meet users' reading needs and enhance the professionalism of the applets. In addition, the production and optimization of images and videos are also included in this part of the cost, which is about 1,500 - 4,000 RMB per month depending on the quality and quantity of content required. For example, a small program that needs to publish 20 high-quality articles per month with related images may have a content management cost of around $3,000.
3. User operating expenses
   • User operation aims to improve the user stickiness and activity of small programs, and promote user growth and conversion. This part of the cost includes the development and implementation of user pulling new strategy, planning and organization of user interactive activities, user data analysis, etc.. The agency will promote the small program through various channels, such as social media marketing, offline activity cooperation, etc., to attract the attention of new users. At the same time, it organizes online lucky draws, quizzes, members-only activities, etc. to enhance interaction with users. In terms of user data analysis, professional tools are used to conduct in-depth analysis of user behavior to provide a basis for accurate marketing. User operation costs are relatively flexible, generally depending on the size of the enterprise's target users and market competition, and may range from $3,000 - $8,000 per month. For example, for a small program whose goal is to add 500 new effective users per month, the operating company may formulate corresponding promotion plans and activity strategies, and the cost will vary according to the different promotion channels and activity forms.
4. Marketing and promotion costs
   • Marketing and promotion is an important means to enhance the popularity and influence of small programs, and it is also an important part of the cost of operating services on behalf of the company. This part of the cost includes advertising, social media promotion, search engine optimization (SEO) and so on. Advertising can choose WeChat advertising, Baidu advertising and other platforms, according to the advertising budget and the effect of advertising to charge a certain percentage of the service fee, usually in the advertising cost of 10% - 20% or so. Social media promotion involves publicity and promotion on platforms such as WeChat public number, Weibo, Shake voice, etc. The cost depends on the characteristics of the platform and the promotion strategy, and may range from 2,000 - 6,000 RMB per month. SEO optimization services are aimed at improving the rankings of applets in search engines and increasing the natural flow of traffic, and the cost is usually 1,500 - 4,000 RMB per month. - 4,000 yuan per month. For example, if an enterprise plans to spend 10,000 RMB per month on WeChat advertising, the advertising service fee of the operating company may be 1,000 - 2,000 RMB; at the same time, comprehensive social media promotion and SEO optimization, which may total around 6,000 - 10,000 RMB per month.
5. Technical support and maintenance costs
   • Technical support and maintenance of the small program is the key to ensure its stable operation. The agency will provide a technical team to monitor and maintain the small program 24/7, and deal with possible technical problems, such as server failure, slow page loading, abnormal functions, etc. in time. The cost of technical support and maintenance usually depends on the technical complexity and maintenance needs of the small program, which is about 1,500 - 5,000 yuan per month. For some small programs that require high technical stability and frequent feature updates, the cost may be higher. In addition, if the small program requires customized technical development or functional upgrades, the agency will charge a separate fee based on the difficulty and workload of the project, and the specific amount will be negotiated according to the actual situation.

II. Factors affecting the cost of services

1. Types and functions of applets
   • Different types of small programs have a large difference in the cost of their operation services. For example, e-commerce small program involves commodity management, order processing, payment system and other complex functions, on behalf of the operation of the relatively high cost; while the enterprise display class small program function is relatively simple, mainly focusing on page design and information display, the cost is relatively low. In addition, the more and more complex the functional modules of the small program, the higher the technical resources and labor costs that the operating company needs to invest in, and the service cost will increase accordingly. For example, a small program of life service with various functions such as online booking, membership system, community interaction, etc., its operation cost will be much higher than that of a small program with only basic information display function.
2. Breadth and depth of service offerings
   • The scope of the enterprise's demand for small program operation services will also affect the cost. If the enterprise only needs basic operation services, such as daily maintenance and content updating, the cost is relatively low; however, if the enterprise wants the agency to provide a full range of services, including in-depth user operation, precise marketing and promotion, customized technical support, etc., the cost will be significantly higher. For example, some enterprises not only require the agency to improve the user volume and activity of the small program, but also want to achieve precision marketing through data analysis, and develop personalized promotion strategies for different user groups, the cost of this in-depth service will naturally be higher than the basic service.
3. Expected objectives and effects
   • The enterprise's expected goals and results of small program operation will also have an impact on the service cost. If the enterprise wants to achieve a large number of user growth, high conversion rate or significant brand enhancement in a short period of time, the agency will need to invest more resources and energy to develop more aggressive operational strategies and promotion programs, so the cost will increase accordingly. For example, if an enterprise asks the agency to increase the number of monthly active users of a small program from 1,000 to 10,000 in three months, compared with a more conservative growth target, the agency needs to take more promotional tools and marketing activities, and the cost may be several times higher.
4. Degree of competition in the industry
   • The degree of competition in the industry you are in is also one of the factors affecting the cost of small program agency services. In highly competitive industries, such as catering, retail, e-commerce, etc., companies need more professional and effective small program agency services to stand out, so the fees charged by the agency may be relatively higher. This is because in a competitive environment, the agency needs to invest more resources in market research, competitor analysis and differentiated marketing to help companies gain a competitive advantage. Whereas in some industries with relatively less competition, the fee for a surrogate operation service may be relatively low.
5. The size and reputation of the agency
   • Shanghai's small program on behalf of the operation of the company's size varies, large and well-known on behalf of the operation of the company usually has a richer experience, professional team and perfect service system, but the charges are also relatively high. These companies often have accumulated a good reputation and a large number of successful cases in the industry, and can provide more reliable service guarantee for enterprises. While some small OEM companies may charge lower fees, there may be some differences in service quality and professional ability. When choosing an agency, enterprises need to consider the company's size, reputation and service fees, weigh the pros and cons, and choose the most suitable partner for them.

III. Payment for services

1. Monthly fixed costs
   • This is one of the most common payment methods, where a business pays the agency for its services at a fixed amount agreed upon each month. This method is convenient for enterprises to manage their budgets and have a clear understanding of their monthly operating costs. The agency will develop a monthly service package according to the needs of the enterprise and the content of the service, which includes various service items and cost details. For example, a basic service package costs 8,000 yuan per month, including a certain degree of content management, user operations and basic technical support services. Enterprises can choose a suitable package according to their actual situation and pay the fee at a fixed time every month.
2. Quarterly or Annual Package Offer
   • In order to encourage businesses to stay with them for the long term, many surrogate companies will offer quarterly or annual packages with certain price discounts. For example, if a business chooses to sign a one-year contract for a surrogate service, the surrogate company may give a discount of 10% - 20% on the total cost. This payment method can reduce the long-term operation cost to a certain extent for enterprises, and it also enables the agency to better plan and execute long-term operation strategies to provide more stable and continuous services for enterprises. However, when choosing this payment method, enterprises need to fully investigate and evaluate the agency to ensure that it can provide satisfactory services in the long-term cooperation.
3. Performance-based payment models
   • Some of the operating companies will adopt a performance-based payment model, that is, to determine the service fee based on the operating effect of the small program. For example, the payment standard is set based on indicators such as the number of user growth, user activity, conversion rate or sales of the small program. This approach is relatively low-risk for enterprises, because the corresponding fees need to be paid only after the agency operating company has achieved certain performance results. However, at the same time, it also puts higher requirements on the agency, requiring them to have stronger professional capabilities and operational experience to ensure that they can achieve the expected performance targets. For example, the on behalf of the operating company may agree with the enterprise that for each new effective user, the enterprise pays a certain fee; or when the sales of the mini-program reaches a certain amount, the on behalf of the operating company extracts a commission in accordance with a certain percentage.
4. Project-based fees
   • For some specific projects or tasks, such as the development of applets and the planning and execution of large-scale marketing activities, the agency will adopt a project-based charging method. Prior to the commencement of the project, both parties will negotiate and determine in detail the scope, objectives, time period and cost of the project. The project fee usually includes a one-time project start-up fee and milestone fees to be paid according to the progress of the project. This approach is suitable for enterprises with clear short-term project needs and want to have more precise control over project costs. For example, if an enterprise needs to develop a customized applet function module, the agency may charge a project fee of $50,000 - $100,000 based on the difficulty and workload assessment of the project and charge a certain percentage of the fee at different stages of the project, such as requirement analysis, design, development, testing and on-line.