Zhang Xiaolong once said in wechat open class: “wechat will focus on small programs, we will be very patient, with a longer cycle, patient enough, do not want to let it quickly fat.”
So wechat mini program dormant for more than a year before the outbreak. In order to make small programs and public accounts, APP is not the same, wechat team will small programs become “simple and rough”, whether it is the development cycle, development costs, or follow-up operations and user experience, the basic victory APP. Small programs can not only retain the core functions of the public account and APP, but also rely on wechat, the super application, to obtain traffic, development and maintenance, is simply standing on the shoulders of giants.
Although small programs have the characteristics of low development cost and simple operation, they mainly rely on wechat traffic for traffic acquisition, which has also become an important reason for their low retention.
Although small programs have the pain point of low retention and single way to acquire users, the idea of “run out” is Bruce Lee’s re-interpretation and development direction of small programs, but what the operators of small programs should do is to let users run out of users at any time to remind themselves, let them go again.
No matter whether the small program can become the tuyere of entrepreneurship, cash is always a key point around entrepreneurship — financing. In 2017, e-commerce was the fastest growing category of financing, followed by tools, while the most used small games were not on the momentum.
In addition to pure online play, small programs are equivalent to a lot of previous channels to get through.
After wechat small program, with a variety of channels and access can be cut, such as the user can scan a TWO-DIMENSIONAL code, through the small program directly into, directly completed, and even said that the reservation after a few days of dinner party dishes.
The future scene of small program may be more refined, where to travel can be a scan to obtain the route and guide, to other places to scan to buy things, through a scan timely direct contact to achieve the combination of scene and online.
Application to application is similar to the relationship between Microblog and blog. At the beginning of the emergence of blog, many people regard it as a channel to produce content, but the deficiency is that the path to reach users is complicated, and the quality of blog posts is high, and the cost of content production is high. Micro-blog is different, with fewer words, it can reduce production costs through attention and relationship chain, and also make the content of production accessible to more people.
I think the small program is the program inside the microblog, who can eventually grow up, I think the individual to be competitive, like microblog everyone can hair, but the big V is a few, the big V is irreplaceable. The future of applets is likely to be a scenario where you can’t replace them in terms of geography and functionality, and you can distribute them quickly. For example, I am the owner of the community, and it is very troublesome to communicate with each other. With the small program, I can do the small program for the communication of the community, which cannot replace the product of geographical segmentation or crowd attribute segmentation, and can solve specific needs. It may be small, but it may also grow.
Whether it is the fragmentation and refinement of the scene, the interpretation of the concept or the flexibility of marketing channels, the characteristics of wechat small programs are consistent with the evolution of consumption habits and lifestyle in this era, in other words, it complies with the development trend of The Times. Behind every popular product, there is no lack of profound insight into consumers, and the arrival of every tuyere is a great satisfaction to the current social needs. The age of applets has come!