Au + friends recently issued a white paper on the small program users growth, the white paper summarizes their Allies + statistical analysis and refinement in the small program operation in terms of methodology, solution and successful cases, the following is a part of the paper: the mobile Internet has entered into the stock market, the number of mobile devices, users, user time are in stock market competition. In 2020, it is very difficult for new applications to be active above the waist when they are launched, and the overall number of users is declining.
The change of mobile Internet environment and user behavior
From the beginning of 2020 to December, there was no big change in the number of newly added users from the App data monitored, only some increase at the end of the year. But for the apps that have been created, it’s getting harder and harder to get traffic, in terms of overall data performance. Especially in September, October and November, although the epidemic has eased; However, as a whole, the success rate of App user traffic with DAU over 100,000 is less than 1%.
From the overall data point of view, the whole market flow, the whole year is acquired by new play. This is not only caused by changes in the environment, but also by changes in users’ behaviors, including live broadcasting, private domain traffic and small programs. These tools and platforms lead to changes in users’ usage habits. Various industries have started to establish their own private domain traffic and operate it through new tools such as “live streaming + private domain traffic + small program”.
At the same time, from the overall market data, from the emergence of small programs to the present five years, not only life services, it has reached a very wide range of industries, industry distribution of more than 300, far more than App to reach the industry. At present, the two largest platforms of small programs, mainly wechat and Alipay.
Mini programs have exploded during the pandemic
In the first half of 2020, due to the impact of the epidemic, many enterprises began to help themselves and carry out private traffic operations. The best traffic capture point in private domain traffic operation is the small program. Many industries through the “small program + private domain flow” play, the offline business has been transferred to the online, including: online house selling, online bookstore, new retail, cloud fitness, etc..
According to the overall data of small programs during the epidemic, the number of active devices, active users and developers of small programs has all achieved explosive growth in a short period of time. From December 2019 to February 2020, the number of daily miniprogram activity increased by 37%, and the number of miniprograms increased by 19% compared to the end of 2019.
From the overall data point of view, the local life service industry is a category of small programs to do the most in 2020, but also private domain traffic burst. Services provided by various platforms, whether community operation tools, live streaming tools or small program tools, are beginning to actively change in this respect.
Two specific cases:
Example 1: Carrefour
Carrefour created carrefour community life Service Center through the play of “mini program + private domain”. Based on the positioning function of mini program, carrefour contacted users through door-to-door delivery of stores, invigorating more customers online and offline. The mini program grew 356 percent month-on-month in its first week.
Example 2: Meizhou Dongpo
Meizhou Dongpo vegetable station small program, the store into a “front warehouse”, selling pre-packaged affordable vegetables. Promotion is carried out through service number push, forwarding by internal staff, advertisements in moments of friends, convenient vegetable stations in offline stores, and wechat groups in social communities.
Through the private game of “mini program display semi-finished vegetables + service number distribution”, the new sales model of offline stores and online interaction of Meizhou Dongpo catering was launched. Not only did they not waste the vegetables they had hoarded, but they also brought in new income, selling more than 100,000 yuan of fresh vegetables every day.
Why applets are important outbreak nodes for 2020?
Why applets are important outbreak nodes for 2020? First of all, there are four features of small programs: scene fragmentation, platform empowerment, private domain users and offline connection.
The scene is fragmented. The fragmented demand for low-frequency scenarios and niche markets makes small programs replace App and become the pre-scenario for contacting new users, thus reducing the cost of using products for users and the cost of acquiring customers for enterprises.
Platform enablement. Open its users and ecosystem through multiple platforms, and provide operation tools in scenarios to help complete the acquisition, retention and realization of customers.
Private domain user. Based on interpersonal relationship and human-land relationship, plus the brand effect, credit endorsement and traffic scale of the platform, the cost of acquiring customers becomes lower and the private domain users of the brand belong to enterprises.
Offline connection. In offline stores, transportation, leisure and entertainment, and even in the future with intelligent hardware and other new scenarios, the offline touch points will be digitized.
On the basis of the above four characteristics, in 2020, in addition to wechat to achieve the largest field of small programs, there are many large platforms, including Alipay, Bytedance, Baidu, etc., have begun to gradually open their flow pool, enhance the ability of small programs.
All the fields of private domain flow are designed to help enterprises build the entire boundary and expansion boundary of their platform. Therefore, for enterprises, they should better and faster access to the so-called public domain flow field, so that they can use different platforms to obtain the best flow and customer resources in the current field.
At the entrepreneurial level, applets also face a number of challenges. Developers need multi-platform construction, high development, deployment and operation costs. At the development level, specialized data/operational foundations are needed, such as enterprise datamation, data report analysis, online user acquisition, lifecycle management, user insight analysis, and private domain user attribution.
Small program practitioners face both opportunities and challenges!
The above content is extracted from “White Paper on Small Program User Growth”, which summarizes the methodology, solutions and success stories of UMeng + in statistical analysis and refined operation of small program, as well as the interpretation of real practice of many enterprises. For the full version, please download it from the official website of Umeng +.