小程序再开商品搜索闸门！回顾下当初的6大猜想

上周，微信小程序再爆出一个大动作。

据亿邦动力报道：微信-发现-小程序的搜索栏已支持商品搜索并直达小程序购买。

这是继“搜一搜”之后，微信对商品搜索功能的第二次开放，也是相当彻底的一次开放。

自此，微信中已经形成了一套直通商品的交易通道，支持完整的购买流程。

自2017年1月9日“C位出道”以来，小程序靠着微信的全力推动，席卷各行各业。不管外界是否看好，微信已经Carry全场，拉开了一场生态狂欢。未来半年，微信小程序还有什么大招，生态体系还将乘着怎样的风向而去？

笔者曾押宝以下6个走向，现在再拿出来回顾一下，至少第一条已经在逐步印证！

一、微信全面开放小程序商品搜索

过去半年内，尽管网络购物、生活服务、工具类小程序数量在飞速攀升，但用户访问量最大的还是游戏类小程序。但随着电商平台、商家、传统零售商的纷纷进场，加上各种卖力营销、社交裂变，电商类小程序的重头戏还在后头。

xxxx 电子商务类小程序之所以会爆发，必须提到的背景是：微信开放商品搜索已经在字符串上。今年6月13日晚，微信“产品搜索”正式发布。 “搜索一个搜索”可以直接搜索和显示大部分产品，但所有产品搜索结果均来自京东小程序。

毫无疑问，微信的下一步肯定会打开产品搜索到其他电子商务小程序（从新开的搜索门户，支持小程序，如赞，店等可以直接搜索），成为社交电子邮箱商业大手笔——不要忘记，腾讯对电子商务的痴迷并不是阿里对社交的痴迷。

可以吃甜瓜的人可能很好奇：微信产品搜索的内容是什么？将来会出现哪些商业模式和生态规则？ 微信如何把握商业化与用户体验之间的平衡？

基于搜索做支付排名，发展成微信“直通车”？

微信的想象力并不是那么差。但可以肯定的是，对于零售企业来说，最大的小程序浪潮即将来临，窗口期很短。

二、微信借小程序疯狂收割实体零售数据

微信和支付宝在实体零售商的争夺中一直是雷鸣般的。多年来，“智能零售”并未见到多少智慧。预计小程序的出现将使这场战斗成为一个转折点。

实体零售商一直对阿里巴巴保持警惕，多年来一直很难打破僵局，但它在微信小程序业务中表现出前所未有的热情：万达集团的300多个公众号被刷入小程序转移，这是壮观。

The supermarket chain shouted for many years of "scan code purchase", and finally found the explosion point through 小程序, Wal-Mart, Carrefour, BBK, Yonghui supermarkets went on and on, and handed over commodity data and transaction data. For the retail war of 微信 and Alipay, the value of 小程序 is no less than the red envelope of the Spring Festival Evening.

三、“附近的小程序”面临大整顿

Although the "near 小程序" was placed on high hopes, some people thought it would pose a threat to the US group. However, in the past four months, the "near 小程序" has not exploded out of the energy expected by the outside world, and even called chicken ribs.

Although it was placed under the "Found 小程序" big entrance, the nearby 小程序 was folded, and the exposure rate and usage rate were far less than "Recently used 小程序".

From the data of the third-party statistical platform, the overall traffic contributed by "near 小程序" to 小程序 is also negligible.

The reason why it is folded, it is estimated that 微信 is also very clear: the current "near 小程序" development is quite "worry"; based on the geographical location, the quality of 小程序 is difficult to guarantee—— Many physical businesses actually only have a simple and rude "micro The page ", showing some basic information, the value is not big, even if the development of 小程序, the quality is very few.

The more perfect it is, the more it is full of variables. There are two extremes: either being completely abandoned or being optimized, how to make "near 小程序" really burst out of commercial value?

This may be the next problem for 微信小程序.

四、“我的小程序”将获得更高阶入口

Design 软件

xx 当小程序的数量增加且使用越来越频繁时，“My 小程序”的状态肯定会改善。还有必要想象一下这里可以做什么文章。

找到-小程序 - 我的小程序，如此长的一系列操作，很快就会让用户发疯。

五、小程序广告“花”得比“赚”得多

广告一直是腾讯商业帝国的重要武器，它必将成为未来小程序生态系统的重要组成部分。在2018年第二季度，腾讯的社交及其他广告收入增加了55％至人民币93.8亿元，其中微信广告贡献。

从之前的微信移动来看，广告业务向小程序的倾斜不再是更明显的。

一方面，完全开放的小程序广告组件允许开发人员“接收广告”。而且还高调宣布增加小程序流量大师的广告份额比率——这种剂量的鸡血打得相当及时。可以预见的是，小程序肯定会在未来偷走广告客户预算的一定比例，而广告的形式将更加多样化。

另一方面，微信也开启了朋友圈的小程序广告活动，允许开发者“做广告”。如果对于小程序免费流量，打开的64场景条目是微信，那么打开朋友圈广告是小程序的付费流量条目。

但有一点可以肯定：小程序作为下半年的主要流量收入来源，肯定不如广告主那么多。收入减少和花费更多是不可避免的。

六、部分小程序开发服务商活不过明年

微信每个重要业务的发布都伴随着生态链的构建，以及小程序。

At present, around 小程序, there have been various roles such as technical service providers, operators, function plug-ins, advertising services, third-party statistical analysis, third-party 小程序 stores, and vertical media.

After the dividends, the integration of the industry will also be kicked off. Take 小程序 development service as an example, since 小程序 was born, 小程序 development service is just like the Baidu website and app development in the past, and it is just like the wind and fire.

According to Tencent's financial report data, from January to July this year, the number of 小程序 developers increased from 1 million to 1.5 million, which is surely indispensable for third-party development service providers.

小程序 development is not a high threshold, but if you rely on the development of 小程序 want to go long, it is more naive—— that a large number of App development service providers who died in the past is still cold.

The development of 小程序 is just a "face" project. It is 1/8 of the iceberg exposed on the water surface, and the iceberg is underneath.

Under the iceberg, it should help the business to do back-end management, including order management, membership management, asset management and so on. The service providers who do the homework below this surface are expected to live longer. Others are earning quick money and waiting for the original shape.

This article was originally published by @吴延清. Everyone is a product manager. It is forbidden to reprint without permission.

The map is from Unsplash, based on the CC protocol.

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