With the development of the times and the advancement of science and technology, the bow-headed people have become a huge group, and our life has begun to enter the era of lazy people. As one of the indispensable tools in this era, WeChat plays an important role in daily life. From the early WeChat public account to today's WeChat mini-program, every innovation will bring more possibilities to enterprises and individuals. In the era of the mobile Internet, the competition for traffic and memory has intensified, and WeChat mini-programs are just stubbornly surviving in the cracks.
When it comes to WeChat mini-programs, the most appropriate definition for him is the definition given to him by Zhang Xiaolong, the father of WeChat, "A mini-program is an application that can be used without downloading and installing, and it realizes the application "at your fingertips" In the dream, users can open the application by swiping or searching. It also reflects the concept of "run out and go", users do not need to worry about whether to install too many applications. The application will be ubiquitous and available at any time, but it does not need to be installed Uninstall. For developers, the development threshold of small programs is relatively low, and the difficulty is less than that of APP. It can meet simple basic applications and is suitable for the conversion of offline shops of life services and low-frequency applications that are not just needed. Small programs can realize message notification, online There are seven functions such as scanning code and official account association. Among them, through official account association, users can realize mutual jump between official account and applet.”
development path
On January 11, 2016, Zhang Xiaolong, the father of WeChat, made a public appearance after many years, explaining the four values of WeChat. Zhang Xiaolong pointed out that more and more products are made through public accounts, because the cost of development, user acquisition and dissemination is lower here. The split service account does not provide better services, so WeChat is researching a new form internally, called "WeChat applet".
At 0:00 on January 9, 2017, the first batch of WeChat mini-programs, which have been highly anticipated, were officially launched in a low-key manner. Users can experience the services provided by various mini-programs.
On December 28, 2017, WeChat updated version 6.6.1 to open mini-games. The WeChat startup page also highlighted the mini-game "Jump and Jump". You can find the mini-games you have already played through the "Mini Program".
On January 18, 2018, WeChat provided an electronic infringement complaint channel, and users or enterprises can file complaints on the WeChat public platform and WeChat client portal.
On January 25, 2018, the WeChat team released an announcement on the "WeChat Public Platform", saying, "From a mobile application to a WeChat applet page, users can open the source application when they visit. At the same time, in order to improve the user experience, developers can Set the color style of the applet menu, and customize the title bar area outside the applet menu according to business requirements.
Mini Program + E-commerce
The development of Internet e-commerce seems to have entered a bottleneck, and with the continuous increase of the price of entry and drainage of various e-commerce platforms, merchants are forced to try to imagine more profits through a new way.
The emergence of the new ecology of small programs has made everyone see hope. At the beginning of the release of the applet, developers were flocking to it. For the vast number of entrepreneurs who are eagerly looking forward to it, the WeChat applet is to help you open your store (or company) to WeChat, which is equivalent to a company's display website. Or online mall, you can upload store signs, store brand introductions, case demonstrations, business demonstrations, contact information, product pictures and prices, etc., including online transaction payment, one-click membership card activation, coupon card coupons, group grouping, spikes , snap-up, online consultation, one-key navigation to the store, online consultation and other functions make it easier for consumers to find the merchant’s applet, browse, watch, consult and trade online.
The convenient operation process, with almost zero technical threshold, makes the audience of the applet more civilian, and the novice who does not understand technology, or ordinary employees can develop their own e-commerce store.
Traffic advantage
Rooted in WeChat, the largest Internet social platform in China, the Mini Program has a unique traffic advantage once it was born. However, even if there is a huge user base, it does not mean that you can get traffic by lying down. Traffic, scene mode and user mentality are inextricably linked. Mini Programs can be seamlessly embedded in various forms on the WeChat platform.
And traffic is inseparable from the entrance. "Having an entrance means having traffic, which is a very smooth experience in the WeChat ecosystem based on social interaction attributes." There are many entrances to small programs, and Lianyi's careful analysis of its traffic channels can be classified into the following categories. :
on-line:
1. Official account association: As half of the WeChat ecosystem, the official account carries a large number of third-party services and self-media platforms and the official account to achieve bundling and mutual guidance of traffic, which can endow the applet with powerful energy, and also solve the problem of the fans of the official account. The problem of monetization, this empowerment method is particularly convenient for companies or individuals with a lot of public account attention.
2. User sharing: including friends sharing, group sharing, and fission and diffusion of products through the social relationship chain. Behind this is the test of three points of sharing and communication guidance, event design, and community operation. This is also an online product. Design and operation are the most worthy of deep cultivation, and the arrival of Mini Programs will undoubtedly further promote the activity of the community economy.
This is a requirement for brand operation. "What is the name of this applet and what needs can it help me?" is implanted in the user's mental model. Therefore, only large companies with a profound brand image or tool products with a strong scene can use them. Good for this part of the traffic.
4. App sharing is opened with a small program: Generally, applications with a certain installed capacity but not yet very popular may need to use this entry. Users do not need to evoke another application in WeChat and experience the service directly through the applet. This process has more advantages. good user experience.
5. Historical usage list: The applet that has been opened will be recorded in the entry secondary page list of the applet, and will be arranged in the order of your startup (from recent to farthest). The historical usage list is equivalent to the second time to attract customers. The biggest difference between the applet and the official account, H5, and APP is that click to save, you can see the applet you have recently opened in the applet list, which can maximize the Retaining users allows users to have more possibilities to return to the market, making it possible to accumulate users. Compared with Apple users, Android users also enjoy a privilege. The icon of applet can be placed on the mobile phone desktop, which blurs the boundary between applet and traditional applications, and also gives users a faster and more convenient experience.
Offline:
There are many scenarios that can be used and optimized for efficiency offline. The most typical application scenarios are O2O hotspots such as ordering, queuing, and ticketing. Mini programs can act as a bridge between online and offline in scenario-based services. .
In terms of portals, Tencent has opened up a lot of authority in WeChat, and the relationship between offline and online will become closer and closer, and the portals for e-commerce companies to obtain traffic in WeChat in the future will also become more and more diverse.
Lightweight and low cost
For developers, compared with traditional applications, the development and maintenance costs are lower, especially for mass entrepreneurs and retailers. Now it is no longer an expensive and laborious thing to have online services. From this level, small programs It also makes online capabilities "at your fingertips".
同时，相比于传统的B2C商城，天猫、京东，微信小程序运营成本远远低于他们，天猫和京东入驻一般是要缴纳很多种入驻费，以京东为例有平台使用费、保证金、交易费率。而在小程序上面开设商城的成本一般只有两个，店铺建设和微信支付的费率。而对于一个商家来说，也可以把重复购买的顾客或者老客户引流到小程序商城进行购买，多出来的利润也是很可观的。
据了解，目前线下酒店，旅游拼团，化妆品，服装业等交易场景都非常适合做小程序，且各式各样的小程序也纷纷上线，对于电商行业而言，蘑菇街小程序的出现，无疑是为众多的商家带来了一个引流和盈利的新方向。
微信出品，下一个“淘系”
韩都衣舍、麦包包、御泥坊、……这些对于不少消费者耳熟能详的淘宝店铺，尽管在今天已成长为动辄销量破纪录的企业，但由于诞生于早期淘宝平台，依旧有着一个统一的标签“淘品牌”。
随着小程序的功能不断扩展，加之不少电商类创业公司受制于淘宝、天猫昂贵的流量，开始将目光放在基于微信体系内的社交电商中。
See创始人万旭成说到，“天猫有淘系品牌，在腾讯的社交生态里，也会有微信系品牌诞生”。也就是说，腾讯开始借着小程序的盛行，在微信的生态中，开始运营“微信系”品牌。但和阿里铁腕的运营手段不同，腾讯目前只充当了平台维护者与规则制定者的角色，至于具体的玩法，不论是“拼团”还是“直播”，统统交由第三方商家或者服务商来完成。
尾声
2018年1月15日微信公开课上，微信团队首次披露了其上线一年来的成绩单:58万个小程序、1.7亿日活用户、覆盖逾100万开发者和2300个第三方开发平台;上线才半个多月的小游戏，也已获得3.1亿用户和远超行业均值的留存率。小程序发布到现在也已过一年，众多大牌公司发布了自己的小程序，也有很多公司在小程序开发设计上徘徊不前，数据是最好的佐证了，无论微信小程序未来会是怎样的形态发展，但是毋庸置疑的就是他一定是微信重要的一个组成部分。
The close integration of mini programs and e-commerce has undoubtedly created a huge market. When WeChat's nearly one billion user traffic is more closely tied to e-commerce, it will be a huge amount of money to activate the consumption potential of these social users. 's treasure. In the future, we will wait and see what kind of sparks the mini program and e-commerce will collide.
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