In addition to outsiders to see the battle of BAT, for small program developers, what platform to choose to enter, focus on what platform operation, I am afraid it will become a headache. However, given the rules of play for mini-apps and the way they play with them, developers don’t have to face choice phobia.
The preference of the developers of the platform and the way of cooperation have more or less determined how to build and expand the market after the real operation of the platform.
(1) wechat small program: “time”
The main advantage of wechat is the seamless bonding formed by the possession of social time, and the scene of high frequency, full time and small amount of time occupying all day and all day. “Time” has become the best way for wechat small programs to occupy the market.
Although a jump is a phenomenon product rapidly formed by using the geometric divergence of social relations, its essence is to occupy all the time in the “time dimension”, such as commute, lunch break, and sleep.
The logic of this time-occupation scenario is very similar to that of a short video. In other words, to develop small programs on the wechat platform, developers may need to use short videos as a benchmark to figure out how to occupy users’ phone screens during various idle hours. From this point of view, one of the reasons why games account for 1/3 of the small videos on wechat (source: Aladdin small program Data platform “2018 Small Program Ecological Evolution Report”) lies in this.
(2) Alipay mini program: “Space”
The b-end business scene is most closely combined with reality, which means that alipay’s small programs occupy the scene mainly by “space occupation”.
People’s livelihood, government affairs, travel, medical care, life services and other sectors are currently the main areas of Alipay mini programs, such as: “the most beautiful ID photo”, “E City E home”, “Harlow Bike”, etc., which are real offline space occupation.
If it is micro channel small program need is the user “time scene” occupation, then Alipay small program need is ubiquitous “space scene” occupation. On the small program development thinking, this is very different, one is user stimulus orientation (let users pay more time, such as: the game brings the sense of entertainment, stimulation, or spiritual sense of belonging), a commercial service mining oriented (joint or the need to find out the actual real scene, such as: Shared cycling convenient without deposit sweep code or out).
(3) Baidu intelligent small program: “traffic”
Search services do not occupy users’ time like wechat (users will use search services unexpectedly), nor do they directly engage with the spatial scene like Alipay (only distribution and guidance functions).
The big platforms don’t have bad traffic, but Baidu’s “traffic” is a bit different and makes it the primary means for developers to expand their scene. In other words, Baidu did the right thing in the intelligent small program, that is, “large flow stimulation + closed loop” brought by the “full scene expansion” to counter wechat, Alipay “time” and “space”.
Baidu’s traffic is “fat water” with “attributes” (search advertising revenue value is the best proof), not “water” like payments and social. Its value may lie in that Baidu’s “traffic” does not need too much deliberate operation, and developers do not need to “create”. What they need to do is how to use the entrance provided by Baidu to dig, “find” and use the entrance to import.
Wechat, Alipay is the first huge flood flow, and then all kinds of hard diversion, Baidu’s flow logic is the opposite, flow with the scene needs to enter, and then through the distribution of developers to import traffic, two ways each has its strengths. It is important to note that the throwaway dilemma of many of the utility products in applets makes it more important for them to be stimulated by targeted heavy traffic rather than beautiful flood traffic (which is often not retained).
On this basis, the baidu to do another thing is that, with the alliance of “open source” approach, let it flow entrance is big enough (B station, quickly to join, against WeChat, pay treasure to a bigger flow entrance), on the other hand, do “convergent” for this kind of traffic, have bearing depends on the whereabouts and the diversion, and a small program that allows developers to build and expand its market have more choice, Form a closed loop.