From BAT小程序 to mobile phone manufacturers fast application: look similar, but each has a pain point

Image source: Visual China

According to QuestMobile's first report of the first half of 2018 released yesterday, 微信小程序 has developed rapidly. By the end of June, there have been nearly 1 million 小程序, and the first "weekly shake" has reached 500 million MAU.

微信 officially released 小程序 in January 2017, which can be said to be the first opportunity. Then, Alipay officially announced that Alipay 小程序 entered the beta stage in August 2017. At this time, Baidu as a latecomer, with the pressure of the failure of the 2002 young application, still insist on doing 小程序. A more dramatic scene took place in March this year, with Huawei, Xiaomi, ZTE, and Lenovo, which are rival domestic mobile phone manufacturers, launching “fast applications”.

These companies are so fascinating about the series of actions around 小程序 that they can't help but delve into the back of the 小程序 being so sought after. What are the substantial reasons?

红利到头背景下，小程序的上线是大势所趋

In 2018, it is no longer the era when traffic, population, and content are all legitimate dividends. Enterprises are shifting their focus to building an ecosystem. At this time, the on-line of 小程序 is the trend of the times.

1)红利到头，According to QuestMobile's first report of the first half of 2018 released yesterday, China's mobile Internet users have only increased by 20 million in the first half of this year, and the total number has slowly increased to 1.1 billion. In the era of universal networking, the size of users is approaching the upper limit.

xx 根据腾讯公布的数据，15年，16年和17年的MAU分别为6.97,8.89和9.89亿。增长率非常明显，用户增长即将饱和。在这个时候，公司必须将他们的需求用于分红的需求，因此他们已经推出了小程序。

2）打造生态体系，小程序在超级平台希望建立的生态系统中发挥着重要作用。该平台为小程序提供流量输入，小程序释放其重力，从而增加用户粘性并为用户提供完整的服务体验，使用户可以感受到平台的集成。然后，通过支付现金，它将为开发人员提供更多便利。

通过以这种方式创建生态系统，可以加大竞争壁垒并最大化利益。

3）手机厂商寻求自我保护，张小龙预测：小程序将在未来2年内取代80％的App市场。观察今天小程序市场的受欢迎程度，张小龙很可能会说一句话，但这无疑会让一些人的奶酪感动。

使用手机广告空间作为兴趣来源的手机供应商受到小程序的威胁。可以说，他们被迫联合并推出快速应用程序。

听着相似的bat小程序与快应用，其实各有痛点

BAT小程序和快速应用程序四是类似的应用程序，但对它们的详细比较分析将揭示它们各自的特征，这些特征反映在小程序中。

微信小程序：

Traffic and social are the biggest advantages: As the earliest 小程序 on the line, according to the QuestMobile report, in June 2018, 小程序 live users reached 140 million, with a penetration rate of 43.9%. This is due to the huge user traffic of 微信 and its unique social capital.

微信 is the only one of the four that has a social platform. On this basis, Tencent also gives 小程序 very good resources, the home page slide mode 沈阳APP软件

Channels such as public number association and social forwarding have attracted developers to rush to settle in 微信. Among them, the recent prospectus has estimated a total of 24 billion market capitalization, which is the most successful case of 小程序.

However, 微信 is not without problems.

Violation of the openness of the Internet: 微信 launched 小程序, and there is a conflict with the original external chain. 微信 wants to keep the traffic in its own system, more and more external links can not be shared among 微信, such as fast hand, vibrato, watermelon video. In the long run, it will inevitably cause anxiety for users and developers.

Some time ago, the chattering and 微信 dismissed the cooperation, and the sound of the sound even issued an article called 微信.

The title of the article is《微信，辛苦了！朋友们，我们抖音见》, which records the process of the stepping of the vibrato by 微信 and finally the cooperation.

xx 对社会关系的破坏：一些开发者抓住了人性的弱点，让用户通过人际交流继续分享小程序。例如，大量的转发和讨价还价，以及“海盗来”和“炸弹”等“体育”的分享。这引起了公众的不满，甚至还有很多吐出的小程序段落和表达包。这方面是对人际社会化的破坏，另一方面是对微信生态的破坏。

微信具有强大的控制力，使得开发人员过于被动：不久前，超过2000个小程序被永久禁止。开发人员依赖于微信平台，他们必须随时适应腾讯的政策变化，而且他们无法控制。

百度小程序

搜索并开启百度功能：目前百度APP每日活跃用户超过1.5亿，作为最佳搜索引擎之一，百度拥有庞大的搜索资金。此外，百度的信息流也提供了切入点。而百度的开放式生态结构使百度下的所有产品和合作应用成为小程序的入口。这些是百度的资本和优势。

与此同时，百度的痛点无法避免。

弱支付是一个痛点，开发人员很难意识到这一点：在支付方面，百度的支付资源无法与支付宝和微信竞争。在市场份额方面，易观智库数据显示，2017年第一季度，百度钱包市场份额仅为0.36％，支付宝份额已达到53.7％。

弱支付意味着您无法满足开发人员的需求。一旦您无法满足开发人员的货币化需求，就无法吸引更多的开发人员，也无法为用户提供更多服务。

社交损失，不能二次传播：目前百度应用缺乏社交，用户不分享，缺乏二次沟通。二次传播是无限的，多次传播可以扩展小程序网格以实现多种效果。同时，由于社交可以刺激用户留下，微信小程序用户停留时间更长，这对百度来说是一个问题。

目前，百度仅支持企业注册，并不向个人开放。它将对开发人员施加限制。这也是一个考虑因素。

支付宝小程序

未来在线流量和线下资源的整合潜力：阿里巴巴于5月4日公布其2018年业绩：截至2018年3月31日，支付宝全球约有8.7亿活跃用户。

大量的在线流量可以推动小程序的发展。

离线资源也是支付宝的优势。最新数据显示，支付宝完成的离线支付占全国总收益的64.2％。 小程序还有机会在未来与离线资源集成。例如，当用户使用付款在线扫描代码时，用户可以跳出小程序，更多实体将进入小程序。

然而，直到今天，支付宝小程序仍然看起来不温不火。

一方面，它是支付宝在社会领域的缺点。另一方面，流量转换率不高。

与百度相同的问题是社会短缺：早在2016年，支付宝就推出了两项功能：校园日记和白领日记，试图开放社交，然后惊呆了。包括近年来发起的五五活动和蚂蚁林都在帮助社交，但没有达到理想的高度，社会仍然供不应求。

Traffic conversion rate is not high: Alipay's 870 million active users can compete with 微信. 微信 has many spells, jumps, etc. as a case of success, but never heard of which Alipay 小程序 has achieved red.

According to CICC data, as of March 2017, 微信, public comment, and Weibo have a single-day use time of 81.5 minutes, about 10.5 minutes, and about 31.3 minutes, while Alipay’s 6.4-minute per-person use time is longer. It is low. By June 2018, this situation has not changed. Baidu and Ali's series of applications have always been at a disadvantage.

Alipay is the opposite of a content-based product as a content product. The more successful a content-based product, the longer the user's usage time and the higher the traffic conversion rate. The better the functional product is, the shorter the user stays, and the lower the conversion rate of the traffic.

On the entrance, compared to the 微信 homepage sliding mode, Alipay's resources for 小程序 are not top-notch, and the folding entrance is deep. At the same time, Baidu has problems such as not being open to individuals, and Alipay is also facing such a dilemma.

Fast application

Mobile phone manufacturers provide user base: According to the data released by QuestMobile in June, the number of users of the nine major alliance manufacturers has reached more than 50% of the total size of domestic intelligent terminal users, and the number of users is still considerable.

Non-transferability is a drawback: the fast application attached to the mobile phone carrier, the short board is obvious. The first is its non-transferability, unlike bat accounts, which can transfer and save records on any device.

xx 根本没有交通：入口三倍后，效果大大降低。更不用说快速申请既不是社交也不是付费，与蝙蝠相比竞争很少。

用户有限，无法联系到苹果用户：九大厂商都是国内手机厂商，没有办法触及苹果用户，而美国媒体“dazeinfo”网站报道称中国的苹果手机用户高达200万，速度快应用程序无法做任何事情。

与应用程序利益冲突，反显示：通过手机商城直接打开的快速应用程序在某种程度上与手机商城中同一端口的应用程序存在利益冲突。更不用说快速应用程序创建快捷方式并且与App存在于同一页面上，这对用户来说有点混乱。

社交与支付是影响小程序最大的因素

考虑到BAT小程序与快速应用之间的区别，不难发现社交在这方面起着决定性的作用。支付宝多次尝试做电子商务，这反映了社交的重要性。另一方面，它也间接地表明社会很难做好。

如今，腾讯对社会化的垄断基本上是千篇一律的，阿里和百度的机会很少。

除了社交，支付也是影响的主要部分，直接关系到开发者的利益。这是百度最大的痛点，但像社交，微信和支付宝在支付领域市场，百度难以介入。

社交和支付的弱点是小程序面临的两难困境，也是百度和支付宝的劣势。但是具有最大优势的微信也存在问题。