After one-year of speedy growth, mini-programs are now something to look forward to. All eyes on them back when they first launched and maintaining its steadiness onwards, these mini-programs have never been out of sight. With the first dividend of mini-program released, they are now gaining traction in the hearts of people, achieving milestones as they go.
According to the financing list in 2017, we can conclude that most of the projects are related to mini-program, but only a few are associated with offline financing. This signifies that mini-program didn’t finish its first goal of servicing offline. Although just launched last year, we can see the presence of many mini-programs in WeChat groups or even them shared by friends. So, what is worth focusing on among these popular mini-programs?
The core position of mini-program
Before delving into mini-programs, we have to bring up WeChat. Currently, the number of active users in Wechat has peaked to nearly 1 billion every month, with a more than 90% saturation in the first-tier city. With these numbers, it’s unlikely to see a further drastic growth in its usage as it has reached an optimum level. It is no wonder then that the QR code was introduced in their mini-programs. The QR code is equivalent to the traditional domain name, and merchants can construct a consumption entrance with the QR code and complete the users shopping experience. Therefore, the offline merchants become the biggest demand while the QR code becomes the biggest entrance gateway for mini-programs.
Offline anxiety
From the continuous updating process of mini-program, we can learn that:
– The update frequency of mini-program is high, and their openness to developers is gradually improving. Meanwhile, the service capability of mini-program is already close to satisfying the function of an App.
– The entry of mini-program has been expanded greatly and there already are 46 scene entrances.
– The connectivity between mini-program and the official account is getting better.
– The update frequency of mini-program is high, and their openness to developers is gradually improving. Meanwhile, the service capability of mini-program is already close to satisfying the function of an App.
– The entry of mini-program has been expanded greatly and there already are 46 scene entrances.
– The connectivity between mini-program and the official account is getting better.
The paradox of mini-programs and Apps
The core value of mini-program depends on their ability to solve problems and create a meaningful experience. From the perspective of users, users are impartial towards the general idea of mini-programs or App, they go with whichever that has a better user interface as well as which takes up lesser space in their phone.
The rise of online
On the one hand, it is the hesitation of offline merchants that caused offline applications to be stuck with its limitations while the mini-programs manage to survive online. Among all of the mini-programs, the ones that come out the top are those in the social and e-commerce arena according to the 2017 Aladdin Ecology Report. These include Pinduoduo and Mogujie, with a staggering amount of users reported within the year 2017 itself.
The characteristics of a mini program’s online outbreak.
Combining the facts reported in the 2017 Aladdin Ecology Report, we can safely conclude that these are the characteristics of a successful mini-program online outbreak:
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Has Social Fission Properties
Mini-programs which has social value are highly suitable to be used in Wechat. Borrowing its traffic flow, it can up the chance of retailers being seen. For an example, Pinduoduo and Mogujie use third-party teamwork to spread the word out. YiNian uses its social scenes to create a low cost yet quick access path to customers.
A Key across Vertical Industries
If the industry is quite specified, then making the mini-program a key across vertical industries will make it a hit. For an example, a car dealing mini-program can easily top the list if it comes to buying, selling and using scenarios within. Since its a highly specified usage, there is no need to purposely download an app that takes up storage, so a mini-program becomes a wiser choice in this case.
High-Frequency Scenarios
When you have a high-frequency of customers at your doorstep, then mini-programs can aid in relieving the traffic. For an example, KFC uses mini-programs to allow their customers to queue, order and pay etc without going through a real store. Entertainment channels can also use mini-programs to provide a variety of entertainment options and allow users the freedom to customize their preferences as they wish just through a mini-program and provides easier share options, making it better than an app.
Combination of the above
This type of mini-programs is a tool by itself, combining it with any of the above makes it versatile, allowing it to expand its users, especially those that are a key across vertical industries.
The orientation of mini-programs future
At the end of December, WeChat added a new Home button to the homepage of mini-program. As of such, the existence of WeChat as a “virtual system” has begun to emerge. Before this, mini-program supports opening across mobile App, that is to say from App share to WeChat small program page, users can go back to original App through this mini- program card. This shows that by creating your mini-program, you need not worry about your traffic diminishing as you still retain your pool of users from your app. In 2018, it is expected that mini-programs containing games, e-commerce and those of social value will continue to develop. However, before it reaches a saturation point, it is highly advisable for a business to venture early to gain the maximum profits.
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