WeChat is one of the most used mobile apps in China, with more than 300 million daily active users and 1.1 billion monthly active users (statistics at the end of 2019). The market is huge. In 2017, WeChat officially launched a small program that allows external developers to run their own code and conduct business inside WeChat. This triggered a enthusiastic response. As of June 2020, the number of Mini Programs has exceeded 5.5 million.
Development of WeChat mini-programs
At the beginning of 2018, WeChat officially announced relevant data, including the current WeChat has launched 580,000 small programs, DAU (Daily Active Users) reached 170 million. In 2018, some analysts pointed out that the total number of small programs has broken through 1 million, which has doubled, and this is less than half a year.
Another point is that the WeChat Mini Program has effectively increased the penetration rate of Mini Program users in WeChat. After the Mini Game was launched at the end of 2017, the original number of Mini Program’s monthly active users’ penetration rate in WeChat was 21.5%, and then increased to 51.9%. The breakthrough of Times is based on WeChat’s total of 960 million users and data support. It is believed that the Mini Program will be a project that the WeChat team will focus on development and support in the future!
In addition to data support, even the capital market is very interested in small programs. According to statistics, as of 2018, the mini program has attracted a total of 7 billion yuan in investment!
In 2016, Zhang Xiaolong, the father of WeChat, proposed the concept of “app number”. In January 2017, the mini program was officially launched. At the beginning, there was no user habit of targeting mini programs. At the end of 2017, after the “jump” mini game was launched, The burst growth of DAU exceeded 100 million, and a large number of developers and users entered. In 2018, the household habit was formed, and the mini program that exceeded 1 million was officially launched.
Benefits of accepting WeChat mini-programs
No need to install and register: Through the login information of the existing platform, users can use it directly without downloading and registering.
No need to download and log in: After searching on the platform, you only need to load it briefly to enter the applet page.
Use it instantly and use it as you go: it takes up less time for the user and improves the efficiency of use.
For developers, it saves a lot of development and the cost of acquiring traffic. For users, small programs not only occupy less memory, but also play an on-the-go role, allowing this market to open quickly and become another battleground for military strategists, today I will talk about the most used “WeChat Mini Program”!
Different Types of WeChat mini-programs
Different businesses use WeChat Mini Programs for the following purposes, including attracting more users, increasing user stickiness, function expansion, and connecting WeChat social interactions. Through this expected effect, Mini Programs are mainly divided into three categories: Games, Content and Tooling.
Games are currently the most popular investment projects in mini programs. Puzzle and leisure projects dominate the rankings. Effective use of user fragmented time has become the key to games.
Since the mini-game jumped online, a large number of mini-program applications have been officially brought up. It is shown in the use that the search of mini-games is periodic, which conforms to Zhang Xiaolong’s definition of mini-programs, “go after use, need to come again.” The setting; cyclical fluctuations also mean that developers must regularly launch new games to attract users.
For WeChat, the advent of small games has officially brought the visibility of small programs, and small games have also played a key role in deepening the depth of WeChat.
And what kind of small game can better meet the needs of users? The leisure puzzle that can effectively use the fragmented time and easy to get started has become the first target. It is also limited by the maximum upload of the small program code package of 6MB. If the complexity is too high, the overall quality of the user experience will be corresponding.
Content-type small programs are mainly designed by the content official account. A content account can have several small programs at the same time, so as to form a network of small programs that can jump to each other, and attract users by combining packages. Although the mini program cannot replace the official account playing the role of dominating the content, the circulation in the mini program network can not only obtain traffic dividends, but also provide users with a diversified reading experience.
There are two types of content mini programs, one of which is content transplantation, which refers to the mini program launched by the official account, which contains articles similar to the official account; the second is the content extension type, and the mini program becomes the official account. Content supplement, or use tools, such as voting procedures, answering games, e-commerce malls, etc.
For content mini programs, mutual diversion has become an important monetization method, including knowledge monetization, content payment, advertising revenue, or e-commerce diversion. Therefore, in the future, more diversified applications of content-type mini-programs, and in terms of commercial development, mini-programs with content extension may have more prospects for future development!
Tool applets are currently the most optimistic about the capital market. In the aforementioned large amount of financing, a considerable part is concentrated in tool applets. Engineering applets are more to meet the specific needs of users, and then to effectively combine online and offline. Such as launching customer service mini programs that can be used by online and offline businesses; or booking hotels, restaurants, air tickets, checking weather and other life mini programs.
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