在线上半年，字节的小程序如何跳动？

文|吴昊

小程序逐渐成为微信，百度，支付宝等巨头的标准。今天的头条新闻自然不愿意落后。虽然起步较晚，但过去六个月左右的时间却在不断变化。它比以前添加的“小程序桌面”流量泛滥APP软件开发

在5月初，标题小程序主入口被重新编辑，以创建一个小程序“应用程序商店”。标题小程序主入口位于“我的—— 小程序”，用户打开界面非常类似于移动“App Store”，包括搜索，横幅，新产品推荐，编辑推荐，类别推荐等。

显然，这个“应用程序商店”可以为商家的小程序带来可观的流量。标题的这一修订是对分散算法分布的补充，并且手动编辑附加的流量条目，这可以基于对商家的平台操作带来更多的流量偏斜。当然，标题还可以扩展为可以出售的更多展示广告。

头条的激进与微信的克制

毫无疑问，小程序已成为流量平台的标准配置。

2017年1月，微信小程序上线，走出了开发小程序的第一步。当时，阿里和百度没有认真对待小程序，并认为这只是一种提供服务的新技术。时间流逝到2018年，巨头面对微信小程序对自己的业务影响并不平静，一方面推出了自己的小程序，另一方面是圈子开发者，另一方面是想尽可能多地在自己的平台上保持用户时间。

就时间而言，与百度和阿里相比，今天的头条新闻相对较晚。 2018年11月17日，今天的头条新闻正式宣布在生物会议上推出小程序。更多的考虑是为内容制作提供扩展的货币化工具。为此，打开了八个流量门户，包括文章详细信息页面，微标题，小视频，帐户主页，流广告位，搜索，钱包和个人中心。

标题小程序开发的初步考虑是商业化。更确切地说，它是考虑如何在更清算模式下保留内容制作者。随后的行动包括正式发布的“标题商店”小程序。

这与微信的限制形成鲜明对比。 微信是网络上最大的流量，但为了保证用户体验，实现的步伐始终保持谨慎，而小程序的开发也不例外。限制游戏盒，阻止感应共享，许多小程序企业家没有在微信平台上获得预期的快钱，尤其是去年下半年悲观的声音，一些企业家用“闪光在空中”来描述2018年很多爆炸小程序的命运。

微信小程序避免了做流量的业务。张小龙已明确表示因交通无法分配交通。在微信的定位中，小程序的值是提供服务并挖掘更多场景。尽管微信小程序已经开发了60多个条目，但重点不在于流程，而在于“场景和服务的连接”。

今天的标题是小程序和微信小程序，逻辑上仍然存在很大差异，前者是流量大，重新实现，后者重服务，重新连接。

当下是一个好的机会点吗？

In the first half of the Internet, the App is the main force. Whether it is the giants or the entrepreneurs, the competition is the entrance, and the competition is the active users. In the second half of the Internet, the giants have basically cut the flow cake and started to turn their attention. Industrial Internet, the focus of competition has also shifted from the entrance to the super interface, hope to reach the users by gathering B-side enterprises.

小程序's mission is to connect everything, the giants put 小程序 in a strategic position, the specific layout is unique: 微信小程序 has a first-mover advantage, its social relationship makes 小程序 have the connection and service capabilities beyond the public number, and 微信 open full search, 小程序 touch has become more convenient; Alipay and Gaode map, UC browser, Shenma search have been opened, using the advantage of close to the money, the main push life service 小程序, focusing on enabling consumption and finance Scene; Baidu 小程序 search direct service is a feature, focusing on search, information flow and AI to achieve accurate distribution.

With the data to consider the transcript, the three giants who have already entered the game have their own advantages. According to the data published on the 微信 public class PRO in 2019, the number of weekly active users of 微信小程序 in 2018 exceeded 600 million, covering more than 200 sub-sectors. Although Alipay 小程序 does not have a sense of presence like 微信小程序, the cumulative number of users has exceeded 650 million. Prior to Alipay's Baidu 小程序 released two months ago, I wanted to come up with a big talk about the empowerment effect brought by search: After the small red book accessed Baidu 小程序, the user conversion increased by 50%, and Ctrip 小程序 access time increased. 150%.

But 小程序 is still some distance from the real air outlet.

xx Compared with 2小程序, investors and entrepreneurs in 2018, the heat of this track has cooled down a lot. Traditional business owners are also waiting to see if they should do 小程序. Compared with the attitude of 小程序 developers and entrepreneurs who are not optimistic, the big players are more determined, and regard 小程序 as the core strategy of the future. Starting from the iterative of the underlying capabilities, the 小程序 ecological platform will be built little by little.

Unlike the hard-to-populate App market, 小程序 is still growing, and its opportunity depends on the platform's ability to build. The headline, the APP factory that is constantly trying to correct, certainly won't miss this opportunity. But as a latecomer, where is the opportunity for the headline?

“电商和搜索”才是头条小程序的标的

Headline 小程序 has been in the exploration period, and it is still difficult to see the direction of development. However, from the recent layout, its goal should be "e-commerce and search."

In April of this year, the vibrato on-line e-commerce 小程序, at that time connected to Xiaomi has goods, Jingdong good things street, etc. in the "小程序" entrance, video play page, search column can touch these e-commerce 小程序. According to the report of Yibang Power Network, the current vibrato has also reached a third-party 小程序 access cooperation intention with e-commerce platforms such as NetEase Koala, Suning and Jingdong.

Vibrato wants to promote the integration of e-commerce products and short video content through 小程序, realizing the rapid distribution of scenes. As the maximum flow pool of byte jitter, the vibrato is responsible for realizing the realization of the power, and the power of 小程序 e-commerce is a logical choice.

xx 5月初，今天的头条新闻正式在大众商店小程序上推出。用户可以在小程序“App Store”推荐的场景中找到它们。这些小程序具有相同的模板。据小极快报报道，这些商店小程序属于公司开发的公司—— 沈阳空间转换技术有限公司，该公司是今日头条新闻的全资子公司。

这些商店小程序可以显示客户服务，优惠券，营业时间等相关信息;与微信存储小程序相比，标题存储小程序三维评估系统（用户口碑，服务态度，传递速度）相比，微信评估系统更全面。

标题店铺小程序

从4月份Aladdin 小程序推出的名单来看，去年的小游戏不再列入名单，网上购物，生活服务，视频，内容信息和其他行业的上市数量稳步上升。网上购物类小程序连续两个月超过了小游戏的数量。

可以看出，游戏类小程序与前一个有些不同，电子商务类小程序更受欢迎。基于良好基因的需求和标题的实现，电子商务小程序将成为未来服务的焦点。

与此同时，标题是进一步增强搜索功能，赋予小程序权力。 5月初，Vibrato 小程序宣布它可以支持产品搜索。颤音的“商品搜索”功能可以连接到小程序，用户可以通过搜索关键字获取产品的小程序链接，用户查找产品的路径更直接，以及新的搜索类别“商品”也在线。

振动“产品”搜索相关页面

据报道，在36氪之前，该标题于2017年开始进行搜索业务，今年正式将汇海搜索业务商业化。颤音商品搜索功能的推出也是对“搜索业务商业化”的回应。

对于bytebeats，搜索和电子商务是整个公司正在开发的新业务，因为两者更接近钱，而小程序只是其中一个难题。