80 million grandfather and aunt, is the next outlet of 小程序

With the wave of changes in the mobile Internet demographic dividends, the market has finally locked its eyes on the "silent majority." The next vent of 小程序 may be on the 80 million grandfather.

Everyone is looking for opportunities to sink the market.

The mobile Internet has developed rapidly for so many years. Weibo sees gossip, the US group calls for takeaways, and it is still a "minority" to get off work, and most people are never the target users of mainstream apps. With the wave of changes in the mobile Internet demographic dividends, the market has finally locked its eyes on the "silent majority."

「沉默的大多数」

Many define user sinking as expanding to third- and fourth-tier cities, but this definition is undoubtedly rude. The working youth who are struggling in the north and the upper reaches of Guangzhou and Shenzhen, and the residents of the third and fourth tier cities and below also have old people who are difficult to adapt to the mobile Internet. They are the "silent majority" of the app era

In fact, most mainstream apps can't really cover this group.

Do not believe us to take a look.

In our perception, Sina Weibo is almost a must-have. According to《2016 微博用户发展报告》display:

Only 22.2% of Weibo active users are under the university, about 67 million.

CNNIC's data for the same period shows:

79.4% of Chinese netizens do not reach the university's middle and low education population, about 580 million people, which means that more than 88% of the middle and low education population is not an active user of Weibo.

而那些我们看不懂的 app 为什么有那么都人喜欢？

xx 在2018年第二季度，市场上活跃买家的数量达到3.43亿，每4人中就有1人拥有更多买家。我们对它的理解是一个充满小屋和倒退历史的平台。快速拥有7亿注册用户。我们觉得它不是“低爆”。我们可以理解，用户甚至将其概括为“唯一允许用户进入他们生活高峰期的应用程序。”。“

▲图片来自：知道

如果你看一下中国网民的收入结构，你就会知道中国大部分人都无法理解的快速和多用户。

根据CNNIC截至2017年12月的数据，月收入超过8000元的网民仅占8.5％，月收入超过5000元的网民仅占20.2％，79.9％的网民每月收入不到5000元。不难理解为什么这么多人在快速的环境中生活在一个简单的环境中，所以很多人都在为一种已经非常便宜的产品讨价还价。

我们熟悉的应用程序是少数人的天堂，大多数人的移动互联网时代才刚刚开始。

微信上的下沉市场

微信是进入下沉市场的最佳进入，可能是唯一的进入。

中国移动互联网的活跃人口达到11亿，微信的活跃用户为10亿，几乎覆盖了所有移动互联网用户。 QQ每月活跃用户数为7.8亿，淘宝网每月活跃用户数为5.5亿，覆盖率不可与微信相媲美，更不用说其他应用了。

第一个发现微信下沉的市场是微型企业。

In 2012, the 微信 circle of friends started on the line, and the micro-business started the barbaric growth on 微信. From personal purchasing, it has gradually evolved into a team-based operation covering various industries. In this market, it is not innovation, but the extension of user value.

More than half of the users of Weishang are distributed in cities in the third and fourth tiers, and there are also some bottom-level populations in the cities. These people are just the "silent majority" we said earlier. Due to lack of information channels and economic factors, they are easily affected by the acquaintance relationship chain to consume.

According to《2017 年中国微商行业发展研究报告》Display:

By the end of 2017, the overall market size of Weishang reached 683.58 billion yuan, an increase of 89.5% year-on-year, and the scale of micro-business reached 201.08 million.

正规军入场：从九宫格到微信小程序

The sinking market was squandered by the micro-business, and 微信 was rectified while it was activated.

But at the beginning 微信 only gave the opportunity to a few people. There is a "third-party service" nine-square grid at the entrance of the 微信 wallet. We are familiar with the 58 City Wars, the World of War, the Hunger, the Wars, the Messi and the War of theo. In a few Internet wars, almost one party entered the 微信 nine squares, the outcome was fixed. 58 The same city, Didi travel, Meituan take-out and Mobike bicycles have come to Jiugongge.

In January 2017, 微信小程序 was officially launched, announcing the opportunity for 微信 to officially open the sinking market.

xx 在9平方格后，京东小程序继续品尝。在双11（2017年11月1日至11月11日）期间，京东小程序的光伏发电量为16371万，比10月数据高出6.5倍; 11月1日，小程序推出的紫外线总量达到了1663万。这里的数据不包括九宫街的交通。

截至2018年3月的第三方数据平台Quest Mobile数据：

京东小程序拥有8100万月活跃用户，小程序女性用户，高级用户和三四线城市及以下用户明显高于独立应用。

腾讯长期以来的本地象棋也开始通过小程序进行布局。

前15场比赛中有6场是棋盘游戏，表现最好的是《欢乐斗地主》。该应用程序版本的游戏在五年内上线了5700万个月。这个同名游戏只用了半年时间就达到了3300万月活跃用户。

有更多不熟悉的企业家通过小程序完成了市场下沉。

“Sweet Bean Square Dance”是基于中老年用户的小程序。具体功能如图所示，小程序在两周内突破100万。

对于中老年用户，还有一个“健康文摘”。 小程序的字体大小，图形和表情都是强壮的中老年人。我在微信上有不到1000个朋友，并且已经有“最近使用过的68个朋友”。

对于三线和四线城市，有越来越多的小程序定制服务。基于安徽省沈阳城市的小程序，主要为当地居民提供家电和水电维修服务。据报道，小程序于3月推出，仅用了两个多月就覆盖了400,000户家庭，占沈阳居民家庭总数的13％。每日订单量超过300个订单，占本地订单的80％，即沈阳。 ％ 以上。

同样，对于三线和四线城市，还有疏浚，解锁，锁定，防水，清洁和化粪池清洁等服务。这些小程序在极点上充当牛皮癣广告并通过当地熟人网络辐射传播。

那些在应用时代被忽视的人现在是小程序企业家的战场。

作者：刘惠兰

资料来源：https://www.ifanr.com/minapp/1080733

本文来自大家都是产品经理合作媒体@爱范儿，作者@刘惠兰

该地图来自Unsplash，基于CC0协议