When Jack Ma was discussing with Trump in the United States how to create 1 million jobs, Zhang Xiaolong in the southern country of Shenzhen raised the banner of the WeChat mini program. As a strategic new product, mini programs have high hopes from WeChat, Tencent and even the entire Internet community, hoping to make Internet services truly "ubiquitous and within reach".
According to the concept of WeChat, based on the mini program, plus WeChat payment, card packs, official accounts, scanning, social sharing and other capabilities, connect people, goods, fields, services, etc., and create new changes. People and people, people and things, online and offline, reality and virtual, as a super connector, the pervasive barbaric invasion of mini programs silently stir up the entire Internet pattern and will lead a new round of mobile Internet waves.
There are many ways to play, and the number depends on the market
Half a year after its launch, the ability of mini programs has been opened and accelerated, quickly creating accounts, QR code entrances, store mini programs, nearby mini programs, sharing recommendations, custom keywords, etc., including multiple O2O scenario-based applications, realizing various functions such as life services, tools, and social networking, subtly affecting and even changing nearly 1 billion WeChat users, and new scenario consumption behaviors and usage habits have gradually formed.
According to official incomplete statistics, the number of individual users on the C-end of the mini program has exceeded 20 million, and the user retention index has reached more than 10% of the weekly retention. After a shared bicycle was connected to the mini program, the weekly usage increased by 100%, the daily registration volume increased by 30 times, and the service was used more than 50 million times in a month. Since using the mini program, a movie ticketing platform has placed orders and purchased tickets with a transaction volume of 4 billion yuan, accounting for 70% of the market share of online ticketing. A convenience store cleverly used the "nearby mini program" to launch a welfare activity, which had more than 700,000 visits to the mini program and maintained a growth rate of 5-10%, successfully draining up to 100 million people to the store, driving sales to increase by 30%.
The data is beautiful, and the reality is not skinny. With the functionalization and popularization of mini programs, in the mobile Internet market, it will continue to present waves of surprises.
Ambitious, whose cake did it move?
Mini program + keyword search
If the WeChat public platform is a representative of the content ecology, then the mini program is the representative of the service ecology, not only to connect people, but also to connect content, services and users.
Since its launch, Mini Programs have been trying to find suitable scenarios to reach users through various capabilities, so as to establish a connection between developers and users, and reasonably support high-quality Mini Programs to be found and used by more users. For example, nearby mini programs launched based on geographical location capabilities, such as official accounts can be associated with mini programs, and official account articles can be inserted into mini programs, etc. In terms of search, the mini program only partially supports full-name search from the beginning, and then the scope of brand word search is gradually expanded, to the implementation of Lenovo search, to custom keyword search, and keyword promotion, gradually building a closed loop of "search + content + reach + application" for users.
In the era of PC Internet, the problem that the search giant Baidu has been solving is only the problem of connecting users with information, but due to the lack of social genes and payment system, it has led to a fault in the service. As an important part of the WeChat ecosystem, the opening of keyword search can effectively display content (scenes), services, payment, sharing and other links in a perfect one-stop manner, thus forming an emerging search ecosystem.
Mini program + offline scene
At the beginning of the launch of the mini program, it carried the idea of WeChat connecting offline consumption scenarios and used online capabilities to feed back the offline real economy. Although WeChat e-commerce based on mobile Internet has been developing rapidly in the past, due to various limitations of decentralization, the transaction volume of brand enterprises is still overly dependent on platform centralized e-commerce. The emergence of mini programs provides great opportunities for the further development of mobile WeChat e-commerce.
With the help of mini programs, the integration of online and offline shopping of users can be realized, and a more accurate membership operation model can be realized, from advertising reach - program search - store identification - payment coupons - post-purchase coupons - data precipitation - secondary contact, complete the product data connection, and create a full-process retail O2O closed loop, so as to improve business efficiency and customer experience.
Mini programs are suitable for any field at present: such as takeaway catering, mall shopping, movie information, stock inquiry, banking services, etc. Even if users turn on lazy mode, they can realize applications and functions in life, work, entertainment and other aspects.
In the face of the menacing momentum of Alibaba's new retail and the unsparing efforts of retail giants such as JD.com and Wanda, the battle for offline resources has intensified. WeChat mini program PK with it through continuous empowerment, as a bridgehead, mini program this offline battle is fought resolutely and calmly.
Whether it is Tencent, WeChat, or its competitors Alibaba and Baidu, it is relatively difficult to do new things outside of the field of expertise. The ambition of mini programs may be to attract high-quality products/services in multiple fields to their own platform, which can truly "connect everything".
Zhang Xiaolong has been advocating that WeChat should not be a tool for users, but should become an ecosystem. Zhou Tao, general manager of Tencent's mobile application platform, once said that mini programs are solving the pain points of users who cannot directly access mobile Internet content and services; Senior operators of new media in the industry generally believe that mini programs are a manifestation of WeChat's decentralization and are designed to improve the application distribution experience. In following the market law of survival of the fittest, the pattern of mobile Internet is changing imperceptibly.
Seize the opportunity and lay out a wonderful future
The birth of mini programs has undoubtedly become a "hot" topic in the current mobile Internet, the focus of operators' after-dinner attention, and the sensitive nerves that affect the layout of enterprises' mobile terminals. With the gradual deepening of WeChat's promotion of mini programs and the continuous upgrading and improvement of its functions, it can be predicted that mini programs will be closely related to our lives in the future, and even inseparable.
Every step of the development of mobile Internet, especially WeChat, will be accompanied by the birth of some business models, and will provide huge development dividends for pioneers. The first people to settle in this pool can always taste the sweet water and get a steady stream of water. Therefore, laying out mini programs in advance has become a crucial step.
Yali Technology launched a free mini program development platform, and 100,000 free places were officially opened to the public. This is a visual generation platform based on mini programs, users only need to drag and drop components online, fully independent layout, massive APP templates, and can easily implement a variety of functions without understanding code, generate source code packages with one click, and quickly have their own mini programs. Truly open up the closed loop of the Internet, quickly connect with users, seize the commanding heights of development, and share the cake of hundreds of millions of markets.
Be the first to develop free mini programs and embrace the new waves and opportunities of the Internet with the best attitude.
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Posted on 7/18/2017 4:51:49 PM
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Posted on 7/18/2017 4:55:56 PM