According to Zhang Xiaolong: A mini-program is an application that can be used without downloading and installing it. Open the app in one click. It also embodies the concept of "run out and go", and users don't care about whether to install too many applications. Apps will be ubiquitous, available anytime, anywhere without having to install or uninstall.
Basically, the applet is described from the user's point of view, which is different from many analysis articles that stand in the perspective of developers and influence the industry. From the user's point of view, the applet:
1. You can use it without installation
2. Scan or Search to open the app
3. Use it and go
4. Don't worry about installing too many apps
5. Everywhere, anytime, anywhere.
It satisfies the core demands of users: it is no longer necessary to download, register, and log in to the app store to use the app, saving the trouble of a series of operations. Make using the app easy and convenient. What's behind this request? is the frequency and rigidity of demand. If the frequency of demand is high enough and the demand degree is high, it is not a hassle for users to download, install, register, and log in. But if it is a low frequency demand, there are too many applications on the mobile phone, which is really tasteless. Infrequently used, but a pity to delete. For example, for a person who does not travel often, it is indeed a bit redundant to install a Ctrip APP on the mobile phone to book flights and hotels, install a flight travel vertical and horizontal seat selection or check flight delays. If users can solve the problem by simply searching or swiping on WeChat, why should they install more APPs?
The core of the applet is to meet the long-tail demand. Although the long tail is a niche, it cannot withstand the crowd, and it will eventually become a huge demand. Anyone who knows the long tail theory knows that the long tail is a phenomenon that only existed in the information age. Offline bookstores have limited shelves, so they always try to put the best-selling books on the limited shelves as much as possible, while the unpopular ones cannot be put on the shelves. It is also true that movie theaters arrange films. Screening halls and time are limited resources, and some unpopular films will never be released. But it is different on the Internet, because it can be searched and classified online, and the shelves are unlimited. Many unpopular books even sell ten or eight copies, but they cannot withstand the large number of people who buy them. The cumulative sales volume of countless unpopular books is also very impressive.
The same is true for WeChat Mini Programs. It is to become the entrance of all long-tail applications, and this is where WeChat mini-programs will be the most powerful in the future.
In addition, from the developer's point of view, there is also a greater motivation to do unpopular or low-frequency applications. Due to the aggregation effect, development costs and customer acquisition costs are reduced, and high-quality small applications also have the opportunity to survive.
2. Where is the entrance to the YY
applet? How can users achieve the experience of being at their fingertips, available anytime, anywhere, and leaving after use? The current method of disclosure is through search and scan. There are many possible ways:
way 1: When searching anywhere, not only the list of chat records, circle of friends, official accounts, articles, but also applications will appear. Once found, click to use it. All used applications enter the user's WeChat list, which may appear in a single form, or may be aggregated in a collection of small programs.
Method 2: "+" in the upper right corner of WeChat adds a small program entry, but the probability is very small.
Method 3: In the address book, add a "Mini Program" and "Official Account" side by side, as the entry of the Mini Program that has been used or collected.
Method 4: Add a "Mini Program" entry in the "Discover" TAB. Clicking on the applet will bring up a search box? or something else? Search for recommended apps, click the app to use it, and enter the "mini programs" collection of WeChat list and address book after use? The advantage is easy to find, the disadvantage is that the path is slightly longer. For example, if you want to book a flight ticket, click to discover TAB, then click "Mini Program", then search for "book flight ticket", then come out of the application, and then click to open. If "discovered" TAB not only has a "search box", but also the classification and summary of applications, this does not seem to be in line with the concept of WeChat. According to WeChat's consistent practice, it will not do a market similar to the app store, and will not do centralized aggregation, but let users spread it spontaneously.
Method 5: Entrance is everywhere, allowing developers and loyal users to recommend and spread? This is in line with WeChat's usual practice. WeChat is more likely to be decentralized through chatting, circle of friends, etc., so that the applet can appear when it needs to appear, and it can be circulated through self-propagation by users. Of course, it can also take the initiative to search and scan. Obtain.
So, will the specific application appear in the information flow of the circle of friends? Chat screen appears? Like the official account article, users can recommend, and the recipient can open the reference after seeing it? For example, on a whim, you suddenly want to find a fitness coach to help you get in shape and shape, and you happen to see a friend's recommended coaching app in a circle of friends or a group. Click to open and you can search according to your own needs such as geographical location, characteristics, and price. Even the applet itself is a super official account? After the user pays attention, he can chat with the applet, and the user can get the recommendation of the application by entering text or voice. For example, when you use voice or text to input: Book a flight to London this month, what is the cheapest way to fly? WeChat will intelligently recommend the best apps to meet your needs. Even in the era of PC Internet, when people use websites, most of the time it is not directly by entering the URL. Most people are too lazy to remember or enter the URL, especially the websites that are not frequently used. They are more willing to search the website name through Baidu or navigate through Website entry. According to human laziness, the same is true for obtaining applications on WeChat, making it more convenient for users to search directly or obtain through convenient navigation. How to transform from concept to actual product form is definitely a test of people. Looking forward to the amazing solution from the WeChat team.
The arrival of the WeChat applet today, whether it is good or bad, cannot deny the influence this heavyweight player has on the entire mobile Internet. Mini programs will undoubtedly further strengthen traffic monopoly. Different from the previous official account and service account, this small program is an application, an application that allows users to experience a better experience, and is a key step in realizing the super dream of WeChat "connecting together".
If the ecology of small programs is formed, there will be fewer and fewer applications that people need to install on their mobile phones. When WeChat monopolizes more than 50% of mobile Internet traffic, a super-monopolized information form will be born. This will be an unprecedented concentration of traffic, a giant WeChat OS.
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This article comes from the
"H5 Program Club"
public account
"H5 Program Club" is a WeChat public account that focuses on WeChat applet learning and communication, and the release of relevant outsourcing/recruitment needs information
"H5 Program Club" is a WeChat public account that focuses on WeChat applet learning and communication, and the release of relevant outsourcing/recruitment needs information
