In the PRO version of wechat open course just in the past, I was lucky to be selected by Tencent, and listened to Zhang Xiaolong’s explanation and outlook of small program greatly on the scene. After thinking and summarizing, I just want to express some of my thoughts on the applet scenario.
Do you really need applets?
In the past, we used to use “big programs.” Ten years ago, iPhone was born with iOS, which brought us a brand new interactive experience with its silky scrolling, elegant jump and smooth rebound. So that it gradually replaced Symbian, which was then in its heyday, and became the dominant player in the battle for mobile platforms.
If we’ve been using familiar “big programs” for the past 10 years, why do we need “small programs”?
Because “small”?
In the past, due to the cost of technology, mobile phones could come with 8GB or even 4GB of ram (the 1000rmb phone I bought two years ago came with 4GB of RAM…). . This year, however, the iPhone is finally starting to move from 32GB to 32GB, and it’s likely that in the coming days, even the $1,000 model will follow suit, as evidenced by huawei’s recent release of the 6X. With 32 gigabytes of space guaranteed, do users still have to choose between apps that take up less than 100 megabytes?
At the same time, I’ve had friends die when they open a small program on their old phone. To be sure, small apps aren’t the saviour of old phones either.
Because “no download”?
Zhang da in the explanation of small procedures, talked about one of its characteristics: no download. Is that why we use applets? Think back to our daily use of wechat, Alipay, Meituan and other apps, are there any problems because they need to “download”? Don’t.” Download “is a one-time thing, download it, it’s there. So much so that when we actually use it, we’re not bothered by downloading it.
At this point, someone may have found a reason to contradict me. Okay, hold on for a lead.
A vision for the future
Before talking about small programs, Zhang Da described his imagination for the future. He described a scene: in the future, we might just wear something like glasses, and when we see an object, the corresponding program will automatically appear, instead of manually installing a program for each object. Then, back in real life, he gave some examples: when eating in a restaurant, scan the QR code of the restaurant to open the menu of the mini program to order food; A scan of the QR code at the station opens the mini program to buy tickets; When you’re waiting for the bus, you can scan and see where it is. If you see something interesting on the street, you can scan his QR code and get service.
From the description, we seem to be able to extract a sentence: provide service on a specific occasion.
Is that so? Let’s go ahead and verify that.
“Restraint” and “Rationality”
Some people say wechat has been very restrained, and Zhang Said at the meeting that not doing so many things is only doing a reasonable thing rather than restraint. For example, wechat does not support fuzzy search for small programs that users have never used before. The message seems to be: I’m not an app store, so don’t wander around when you don’t need to. When the user arrives at the appropriate use scenario, such as scanning the TWO-DIMENSIONAL code in the merchant store, or being told by the merchant the full name of his small program and then opening the small program.
When we accidentally arrive at a specific occasion, we do not know in advance what app is needed in this occasion. At this time, we scan the TWO-DIMENSIONAL code and open the small program provided here, and we can get the service immediately. And when I leave the place, it probably doesn’t have much to do with my daily life, so the used app doesn’t continue to exist in my phone. Perhaps this is the best reason to use applets.
The status quo
On January 9th, the first day of its official launch, unofficial so-called “mini program” shops appeared. In my opinion, this is contrary to the use of the above scenarios and the original intention of the small program, so wechat also banned the entry of the small program by identifying the TWO-DIMENSIONAL code on the screen, only through “scan” to enter. This, in turn, further verifies the conjecture of the above usage scenario.
Why there is no function to share moments of friends, which greatly inhibits the increase of traffic; Users may even delete the app from their phone after using an applet that performs the same functions as an app; Perhaps wechat never intended or wanted to replace “big programs” with small programs in the first place. Applets and apps are applied in two different scenarios: for daily needs, we need pleasing animations and interactions; For specific scenarios, we need to use it right away and see you when we’re done.
Now, of course, small program was unveiled, many companies routinely made their own small program, hope to take advantage of this hot for the flow of the first wave of dividends, but then how to reasonably divide their own small program with the function of the app, and how to promote small program without taking their app traffic, is the most worth thinking about.
The above is nonsense.