Lei Feng network (search "Lei Feng network" public number concerned) by: Bai Qi, author of this article, Baidu product operator. Responsible for the operation of many DAU tens of millions of products, good at user operations, community operations and other modules, like to study all kinds of fresh APP.
It has been nine months since Zhang Xiaolong’s first public speech, and the “application number†that received much attention in that speech has finally been officially used for small-scale open beta testing in the name of “small programsâ€. Less entrepreneurs said they had an opportunity to try. Admittedly, the big move each time WeChat releases, whether it is the public number, service number, or a circle of friends, is not a small bonus for anyone who seizes opportunities first. And this big move may be enough to affect the existing pattern of the mobile Internet.
Zhang Xiaolong explains in a circle of friends that a small program is an application that can be used without downloading and installing. It realizes the dream of “applying at your fingertips†and users can open applications by scanning or searching. It also embodies the concept of "run out", users do not care about whether to install too many applications. Applications will be ubiquitous and ready to use, but they do not need to be uninstalled.
For entrepreneurs who want to get bonuses from the "small programs," they might as well read this article. Do not do it? More important than how to do it!
What is the difference between "Small Program" and "H5 Embedded in Menu Bar"?
Looking at the small program screenshots shown above, it's not like a native APP plus a hat with a top WeChat menu?
The proposition that Native APP and Web APP are the mainstream of the future has competed for many years, and the biggest advantage of Native APP is that the ability to invoke system control interfaces and frameworks is less than that of Web APP. Although JD.com provides both mobile phone APP and mobile phone H5 pages for users to browse and place orders, at the same time, both of them can realize that the H5 page is still poor in fluency.
Prior to this, many entrepreneurs completed the basic function of micro-information implantation in the form of the H5 embedded in the menu bar of the public, but they are usually relatively simple pages and the operation experience is relatively general.
The biggest highlight of this small program launched by WeChat is that WeChat provides a wealth of framework components and API interfaces for developers to call, including: interface, view, content, buttons, navigation, multimedia, location, data, network, gravity sensing Wait. With the help of these components and interfaces, small programs built on WeChat can maintain the same experience as Native APPs in terms of running capability and fluency.
When we talk about entrepreneurship, what are we doing?In the past two years under the promotion of capital and the concept of Internet+, there has been a rare upsurge of entrepreneurship. A variety of entrepreneurial projects have emerged, and the number of APP applications in the application market has also grown.
There is a big misunderstanding in the industry:
The remarkable phenomenon is that many traditional enterprises cannot wait until they understand what is Internet+, and they can't wait to make an APP, and they have made use of it. Of course, that is another matter.
To return to entrepreneurship, it is still necessary to return to the essence of business : Business is an act of providing the goods and services that customers need. So whether it is a website, or an APP, or a lot of entrepreneurs have already tried the WeChat public number, even QQ group, WeChat group, this is a carrier to connect users . Traditional businesses rely on offline physical stores to provide services for customers. The presence of the Internet has transformed online access to new customers and services, thus increasing business efficiency.
Recently, a Flower shop was very popular among my colleagues. It would give customers a bunch of good flowers every week at a fixed time. This is a flower shop without a physical store, there is no APP, the only carrier is the WeChat public number, the order payment is in the micro signal, the information is filled in the modification is in the micro signal, the customer service is also in the micro signal, it seems that in addition to this There are no more other required features. So for such an entrepreneurial project, micro-signals are sufficient to meet most of their needs. Although there may be some rough experiences in some aspects, but compared to a separate APP? Which cost is higher?
Why WeChat Applets Are a Good Opportunity for Entrepreneurs1.APP rises steeply in traffic costs
The students doing channel operations may be aware that the cost of APP promotion has doubled over the past two years. Some categorized APPs have a unit price of CPA as high as 500 yuan or more. For entrepreneurs, they don't have much money to spend on traffic. But traffic is often the lifeblood of controlling products. Every year, 50% of new apps die on traffic problems. .
2. The mobile Internet landscape has basically been determined, and the major user demand scenario has been dominated by giants
The development of mobile Internet has been for five years. In these few years, the four categories of people and information that have migrated from the PC era, connecting people and people, connecting people and goods, and connecting people and services have basically completed the pattern. Remodeling. The user's main demand scene, especially the scenes with both the just-needed and high-frequency characteristics, basic tools, life services, entertainment, etc., have all been retained by the old giants of the PC era, or the small giants of the mobile internet have occupied the hills.
3. For all products to the user's time competition
In the previous article, Shizaki repeatedly said that the current competition is not just competition of similar competing products, but actually is the time you are competing with all products for users. Obviously, WeChat is the current leader, with an average stay of more than 4 hours per day. The problem that many APPs face is that even if users download and install, they can't think of opening, or they are turned off soon.
In the context of the above three backgrounds, the environment for entrepreneurs is really bad. The difficulty in obtaining users and the low usage rate are common pain points. When the concept of "Application Number" was released at the beginning of the year, many entrepreneurs were expecting to win. The reason was that everyone wanted to get some bonuses from the big tree of WeChat.
Mobile Internet Second Spring: SuperAPP+LightAPP ModeLight application is a trend. As early as around 2013, Baidu and UC respectively tried the “light application†model. Although all failed, it was undeniable that the correctness of this road was only at the time. There is no ability to develop ecology.
Baidu's light application is based on search as the core of the ecology, UC's light application is based on the browser as the core of the ecology, both are Web APP plug-in ideas. Baidu Light Application accesses information query service portals such as "SF Express" as the representative case, while UC Light Application integrates "Xunlei" and "Rapid Broadcast" as the representative case and the browser scene strongly combines information query and information download. Entrance.
Replay Why Baidu and UC didn't do it. An important precondition was that Baidu and UC at that time did not have the foundation of SuperAPP, especially not enough high frequency, so they couldn't bring this ecosystem together.
However, in 2016, WeChat did it, and it seems that both geographically and geographically plentiful people seem to occupy it. There are massive users, strong user stickiness, and long enough users to use it. This is currently the most suitable application for SuperAPP in China.
Bai Qiqi estimated that this SuperAPP + LightAPP model may be able to bring up the second spring of the mobile Internet. Many long-tailed demands could not be done before because of immature landing conditions. Now we can come back and try again. Even a small demand point, attached to WeChat in the form of LightAPP, now has a certain amount of living space.
Who is suitable to seize this wave of dividendsTo play on someone's home platform, you first need to study what kind of people the platform welcomes. Judging from the information published by the WeChat official, the most encouraged is the service provider, because this is the best fit for the strategic appeal of WeChat's "Connecting People and Services."
Shizaki's suggestion is that long-tail service providers who are low-frequency, non-emerging scenarios are best suited to do WeChat applets .
The service of high-frequency scenes is still suitable as an independent APP. Even if WeChat has found the most obvious “shopping†secondary entrance for Jingdong within the Tab, there are still many people using the mobile phone Jingdong APP, even if the experience is greatly enhanced. After the launch of the WeChat applet, the conclusion remains the same.
The services of high-frequency scenes naturally have the potential to develop independently into an ecological environment, and they can create their own ecosystems, such as trips in the service sector. Even in the WeChat, Alipay, Weibo have opened a taxi entrance, these are only incremental, their own APP or the main position.
For long-tail services with low frequency and non-necessity scenarios, since the demand is usually relatively simple and the frequency of use is low, it is impossible to sustain an independent APP. Parasites on giants are the best choice.
Just as the "transfer", "payment", "credit repayment", "life payment", etc. in Alipay are split into individual APPs, users will certainly not buy it, but all the money-related needs will be brought together. Even if it is a very long-tailed hydropower gas property fee and ETC payment coverage is covered, this is what made today's national application Alipay.
Now, WeChat is trying to open up to accept the long-tailed demand scenario and turn itself into an all-encompassing ecosystem. This system, which includes people-to-people connections, includes people-to-information connections, people-to-product links, and various types of large and small service connections.
For example, the florist case mentioned above meets the characteristics of low-frequency scenes and long-tail service. Their home is very suitable for micro-message programs, and as long as the micro-channel embedded H5 is migrated to a small program on the basis of existing ones, it can Improve the experience of the order process, customer service, and other aspects to better maintain users.
Before deciding to develop the WeChat applet, these three concerns can not be ignoredAfter hearing the news from the "small program," I believe many people are eager to try and feel that they have seized the opportunity. In fact, the risks and benefits coexist. The following three concerns must be made clear before deciding to do so.
1. How to distinguish the positioning of existing independent APP and WeChat applet
For entrepreneurs who have not yet started to make APPs, the release of small programs is just like a shower of rain. It is the time to come. But what about entrepreneurs who have developed independent APPs? The development of a similar micro-channel applet out, whether there will be a zero-sum game leading to the legacy of the original independent APP?
Shizaki's proposal is to maintain the continuous iterative update of the original independent APP, and use the WeChat applet as a new incremental part to achieve consistency on both sides of the user data . By returning the option back to the user, the user will always choose the one that suits him better. Whether to abandon an independent APP and use data to speak.
There is also another way: We can use the WeChat applet as a lite version to conduct MVP tests of product features.
As for which side to take as the main user position, it has to be combined with the user access cost. In the case of satisfying business needs at the same time, if you can get more users if you spend the least cost, what reason does not say?
2. If the micro envelope your little program, how to do?
One of the great features of WeChat in the past few years was the ecological closure. This is similar to Apple's. Many entrepreneurs have benefited from the social bonuses and have been treated as WeChat because they violated regulations. They returned to liberation overnight.
The following cases must also be remembered:
Induced attention, induced sharing: title
Taobao link: shield
Shrimp music sharing link: shield
In the circle of friends in the dissemination of the chain to a certain number of times: shielding, severely sealed links
When playing in WeChat Ecology, you should never be afraid of where the red line is. After all, WeChat has the ability to cut your neck at any time. It is only a question that it would not like to do. Therefore, it is very important to familiarize yourself with the rules before you do it. Of course, it is sometimes just a matter of standing in line.
3. There are also problems with higher user acquisition costs
The difficulty in obtaining users is due to the fact that there are too many APPs in mobile phones, and the portal for application distribution has become concentrated so that the cost of access to users is expensive. Traffic problems have been one of the biggest problems for entrepreneurs since the birth of mobile internet.
After the bonus period expires, will the WeChat applet also have this problem?
1 How to get user attention
Although the WeChat applet does not need to be downloaded and installed, users know where to find you in thousands of small programs. Zhang Xiaolong’s circle of friends mentioned the two methods of “scanning†and “searchingâ€.
Whether it is attention or sweeping, you must first let the applet reach the user before it can be used by the user. Just as APP must first be downloaded and installed before it can be used.
Search is a brand-based behavior. To search for precise product keywords, you need to let the user know that your brand is likely to be searched. This is awkward for start-up brands. Search industry keywords or generic demand keywords, how to appear in the most obvious position in front of the user and guide the user to click to go, OMG, do you want to bid?
These are foreseeable user acquisition costs.
2 How to gain a sense of presence in the bloated WeChat and achieve user retention and user retention
We must say that WeChat has now begun to become bloated. Just watched the phone, WeChat occupied 9.8G of memory capacity (only recently cleared once), the past 24% of WeChat consumed 43% of the mobile phone power, according to WeChat official According to the published data, the average time spent on WeChat users is 4 hours. Behind this is the accumulation of information brought about by a series of WeChat's own functions, such as friend dialogues, group messages, subscription numbers, service numbers, and friends' circles.
After full open beta testing, with the increase of developers, WeChat's own functions and third-party applet functions are mixed in one container. It is not a simple matter to acquire presence. How to make user retention and user retention in Wechat is also a difficult problem.
When a new opportunity arises, choosing not to do it is more important than doing it.
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