Yesterday was the one-year anniversary of the launch of micro program. In the past year, the number of micro credit users has exceeded 900 million, of which 200 million have mini program use experience, covering more than 150 million mobile devices, indicating that users’ use habits of small programs have been basically established.
After nearly a year of development, the liquidity capacity of small programs has been highlighted, among which the monthly flow of small programs in the two fields of retail e-commerce and catering industry increased by more than 60% in August. In addition, it can be seen from the report that small programs have basically penetrated into the active users of wechat, and the user habits have gradually formed, and the number of small programs has increased to 200 million.
A small program really no flow dividend?
Although there was no “traffic dividend” in the early days, the number of miniprograms has increased significantly since April, doubling to an estimated 150 million devices in August. This has a lot to do with the speed with which applets enter and their capabilities open up.
The wechat team was initially cautious in this regard and kept a low profile in the face of numerous media speculation, only testing the waters in the small program entered by some brand enterprises. A good example is that mobike’s mini program was added to wechat Scan in February.
With a secure layout in the early stage, the subsequent concentrated efforts have had a significant effect: opening for individual developers and access to store mini-programs and other capabilities quickly reduced the threshold of development, attracting a large number of merchants influx; The gradual opening of the entrance of the public number association and the small program nearby has also brought about explosive traffic growth.
Unlike content-oriented public accounts, the intensive use period of mini programs is concentrated between 9 and 18 o ‘clock every day. This is a very interesting phenomenon, meaning that the need to use applets comes at a time when users are most likely to be exposed to a large number of offline scenarios. The frequent use of applets in offline scenarios mainly benefits from the “nearby applets” function and the popularity of applets code. Both can not only make it easier for users to access the services of small programs, but also provide more dimensions for merchants to reach accurate users.
The diversification of small program entry and the ease of use of wechat Pay shorten the path for users to obtain services in offline scenarios. In the future, the offline traffic of small programs is expected to exceed 30%, becoming an important hub for users to obtain offline services through wechat.
Two, small program or will replace “Meituan”?
According to the composite calculation of online public data and v5shop small program background data, in the distribution of small program consumption category, the top five are catering takeout, fresh fruit, clothing, shoes and bags, daily necessities, and transportation, among which catering takeout takes the first place, reaching 26%.
The above industry in the first and second tier cities in the wechat payment environment development has been more mature, naturally for the small program has brought a huge user flow. In addition, the diversification of small program promotion methods will make many businesses that have settled in meituan and other comprehensive platforms willing to make more attempts to obtain accurate users.
However, according to the survey, in the intention to develop small programs in the business, more than 80% lack independent development ability. V5shop small program is undoubtedly a good solution to this key problem. Businesses can quickly and cheaply develop small programs without having to program them or build technical teams. This has played a great role in promoting the development of small program ecology.
The above data show that small program has accumulated a number of high-quality users who are accustomed to high frequency consumption in areas such as food delivery and retail e-commerce, and will continue to penetrate into other industries in the future. In the early stage of the development of small program, the category of pure tool type is mainly, and the realization mode is fuzzy. Now the value of small programs in the field of payment has been highlighted, which will stimulate wechat pay cash flow to further expand. The increase of wechat pay market penetration rate will also feed the expansion of small program ecology.
Social + e-commerce? B2C mode of more traffic than wechat business
According to the report, small programs in e-commerce, catering, leisure and entertainment, education, travel and other industries have been experiencing a sustained rapid growth in the number of visitors, with the traffic growth of e-commerce and catering even reaching 89% and 92% respectively in May.
And small program users in these industry areas of small program consumption willingness is particularly obvious, so the growth of traffic naturally also brought about the growth of commercial small program orders. It can be seen that since May, the order volume of the above industries has maintained a month-on-month growth of more than 15%.
However, the month-on-month growth of these small programs did not grow as fast as the month-on-month growth trend of order volume, and did not show a significant growth momentum until May, among which the month-on-month growth rate of e-commerce small programs reached 62% in August. It can be seen that before the realization form of small procedures was not clear at the beginning, merchants tended to test the water with small goods. After obtaining positive market response, they began to increase the amount of large-value goods in order to seek more profit space. Close to 10% of e-commerce merchants regard small programs as their core revenue source.
Fourth, the increasingly mature ecology of small programs
After nearly a year of development, the small program has basically built a complete ecology.
Brand enterprises represented by Tencent TV, Meituan Takeout and Mobike have basically settled in, and entrepreneurs in e-commerce, catering, tools, content and life services are also pouring in. At the same time, in order to speed up the pace of infiltration into the mobile Internet, the traditional industry enterprises from the original App channel to small program transfer.
It can be said that, to some extent, small programs serve as an incubation platform, through which entrepreneurs and individual businesses can quickly complete the first user accumulation. In addition, wechat mini program also provides a “mini program” mode for other super apps to learn from. At present, Alipay mini program and Miui Direct account have followed and started to explore the market.
The operation mode of small program in the segmented field is still in the trial stage. Facing the upgrading of user needs, it needs to continue to work deeply in the fine operation. But it is certain that small programs have become one of the biggest opportunities for Internet entrepreneurs.
Original author: Phoenix Technology
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Small program public test 1 year, users break through 200 million!
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