In 2023, the number of newborns in China is predicted to be only 780W, which is pitifully small. Social platforms such as WeChat, Alipay, Douyin, and Xiaohongshu flourished in the 2020s, accompanied by the growth of demographic dividends, and established the position of China's public domain traffic platform.
The market is ever-changing. The population is shrinking sharply, and the dividends are slowly disappearing, which brings about the traffic of major social platforms after the reduction of the demographic dividends. Therefore, private domain traffic operations have reappeared in the field of vision of enterprises.
What is private domain traffic operation?
Private domain traffic operation is a marketing strategy that mainly focuses on the establishment, management and operation of user traffic and fan groups accumulated by brands, enterprises or individuals on their own private platforms. Unlike relying on third-party platforms (such as social media, search engines, etc.) to obtain traffic, private domain traffic operation emphasizes building a solid user base on its own platform, thereby reducing dependence on external channels.
This is also due to the fact that many brands and companies realize that the fans accumulated on some large social media platforms may be unstable and subject to changes in the platform's algorithms and policies. In order to better control its own brand influence and user relationship, private domain traffic operation has become an important strategy.
Private domain traffic operation includes: establishment of private platform, user data management, content creation and sharing, community building, interaction and participation, personalized marketing and other dimensions.
In the Internet age, the construction of private platforms requires "fast speed" and "good experience"
Since the launch of WeChat Mini Programs in 2017, its ecosystem has developed and grown rapidly. As one of the largest social platforms in China, WeChat has a huge user base. As part of the WeChat ecosystem, WeChat Mini Programs naturally attract a large number of users. According to statistics from public information, the number of mini-programs on the entire network will exceed 7 million in 2021, among which the number of WeChat mini-program developers will exceed 3 million, and the DAU of mini-programs will exceed 450 million; With an increase of 41%, the mini program ecology has created a new room for growth.
As we all know, many platforms have adopted the method of cross-end development (cross-platform development). Compared with native development, cross-end development has many advantages such as low development cost, short development cycle, and low development difficulty. What we call cross-end development refers to the use of non-closed system language development, so that applications can run in multiple closed operating systems. On the basis of these various cross-terminal appeals, correspondingly, there are cross-terminal solutions in full bloom.
Small program container technology realizes "write once, run all-end"
Compared with the traditional native application development technology, the applet technology has the advantages of light weight, rapid development, cross-platform, no installation, and more user-friendly. Mini programs can be used without downloading and installing by users. At the same time, the development cost of mini programs is relatively lower, the development speed is faster, and it is easier to maintain and update. The applet technology also supports cross-platform operation and can run on multiple mobile devices at the same time, which greatly expands the coverage of applications and brings greater commercial value to enterprises and developers. Some of the more well-known small program container technology products on the market include: WeChat, Alipay, Baidu, Douyin small programs, etc., all of which are based on the technology base to improve the small program ecology of the big social platform, and can provide third parties for privatization deployment There are: FinClip , mPaaS and other products. It is understood that the small program container technology independently developed by FinClip can enable enterprises’ apps to have the ability to quickly run small programs, and their SDK can also be embedded in functional device terminals other than apps (such as Linux, Windows, MacOS, Kirin and other operating systems).
Through cross-end development technology, combined with mini program containers and WeChat ecosystem, developers can make full use of the advantages and features of various platforms to achieve efficient application development and deployment. Cross-end development technology provides a unified development process and code sharing mechanism, which reduces development costs and workload while maintaining multi-platform compatibility.
In today's digital business environment, private domain traffic operations have become one of the indispensable strategies for brands and enterprises. The traditional model of relying on third-party platforms is no longer sufficient, and establishing a stable private platform, such as private domain App and mini program ecology, has become more important. Through these platforms, brands can better manage user relationships, master user data, realize personalized marketing, and create unique user experiences in private domains.
As an important form of private domain traffic operation, mini programs have built a unique ecosystem due to their flexible interaction and convenient use. Brands can use mini-program containers to launch personalized applications, provide functions and services consistent with brand values, and maintain user interaction and stickiness in the private domain. This innovative approach provides new possibilities for the connection between brands and users.
Concepts such as private domain traffic operation, small program ecology, private domain App, and small program containers are leading new trends in marketing and user relationship management. In the future, successful brands will pay more attention to establishing their own private platforms, accumulating stable user groups, and achieving deeper and more personalized interactions, so as to maintain continuous growth and innovation in the highly competitive market.