Original title: Entrepreneurship Thinking | Research Report on the Development Trend of Applets

Applets will become the standard entrance configuration of enterprise software light business segment, and will be another growth stage of enterprises. Applets are not a vent, but a tool; Not a track, just a channel.

Topics discussed in this article

How can applets enable new retail and new consumption scenarios
How does growth hackers help the applet market
Analysis of enterprise applet market
Comparison of WeChat, Baidu, Alipay and Toutiao applet platforms

In January 2017, the applet was launched. As of July 2018, the number of active users of the applet had reached 200 million, the number of launched applets exceeded 1 million, more than 1.5 million developers joined, and more than 5000 third-party platforms; Among the applet users, each person opens the applet 4 times a day, and each person has used more than 20 applets in total.

Applet is a technology between APP and H5.
Social/game/education sharing rate ranked top three
Sharing is still the first entrance for users to access applets
Female users account for more than male users in small programs. Most of them are young users before the age of 30, mainly with high education background
"Grouping" is still the mainstream mode of social e-commerce
Traditional enterprises have entered the offline retail applet
In the future, the applet will also launch a function similar to the App Store, scoring, rating, ranking - quality score.
From massive APP to "super APP+applet"
Prediction 5: Small app e-commerce becomes the standard configuration of traditional e-commerce
"Applets" will become a new technical standard and will open more and more portals, such as browsers

"Applet" is a product incubated by the development of domestic mobile Internet. Is there any benchmarking service abroad? In foreign countries, the direct connection between applications is realized by developing APIs. The application itself is an independent individual, while in China, it is a sub application under the super APP ecosystem, which cannot be separated, and the ecosystem is closed.

give an example:

Slack --- message aggregation: chat chat, code submission, team task management
Github --- code aggregation: development, deployment, release, optimization, testing, monitoring
Shopify --- online store aggregation, template, plug-in, crm
InterCom --- customer service aggregation, mailcamp/forms, crm, helper, etc

How to select an applet service provider

First, check whether the system is stable
Second, the whole system needs very strong marketing ability
How about the third one? How about the experience
The fourth point is the opening speed

"Revolutionary" applet

It is not revolutionary in technology, but built on WeChat social network
No installation is required, access is retained, and retention is repurchased
Advertising and search
Applet is a closed loop, and the flow gathers

Applet To Industry Solution

New retail

"New retail" is a data driven pan retail form centered on consumer demand. Its core is the redefinition and relationship reconstruction of the three elements of retail: "people", "goods" and "market". The new retail gives consumers the opportunity to be in the consumption scene anytime, anywhere, and integrate personalized design and customization of goods according to their own preferences and needs. At the same time, consumers are in the experience in all consumption links and various consumption channels.

Three characteristics of new retail:

People: from passive to active: "quality and refinement", "differentiation and personalization", "ultimate convenience", "experience and participation"
Goods: from single tangible goods to "product+": "product+experience", "product+service", "product+social"
Field: from single channel to omni channel integration

1. Get through online stores and stores, and combine online and offline

2. Expand the business content, scope and coverage of the store

3. CRM privatization, marketing Internet, and unified management

4. Data is the key force driving new retail

Three Step Methodology of "New Retail"

Data driven identification of consumption demand
Decompose the consumption journey and explore potential solutions for each link
Integrate resources and capabilities to form a comprehensive plan for the transformation of "new retail" business,

Five characteristics of online red applet:

Market space. China's huge and layered market contains huge potential opportunities. WeChat, which nearly covers all users in the country, will bring massive traffic to enterprises through social fission, bringing the possibility of a new round of low-cost mass explosion, and enterprises may take this opportunity to re trade;
Marketing means. Low cost customer acquisition based on WeChat strong social relations. With the community as the core, carry out the strong operation drive of content, topic, implantation, KOL opinions, single product display, etc., focus on improving the "number of visitors", "purchase conversion rate", "customer price" and other indicators, and carry out the fission communication, marketing and transaction play of group building, sharing courtesies, advertising in the circle of friends, points, etc;
Multi channel access. With the help of small programs or small program QR codes, it can penetrate into physical stores, microblogs, Elemem, video information platforms, etc. to expand user coverage.
Shopping process. Compared with traditional e-commerce platforms, users do not need to spend a lot of time to find their favorite style and brand after multi-path search and access. Most users will know whether it is their own dish after entering a single activity page. The simple and straightforward single product benefits and fast payment process in small programs are also more suitable for commercial realization.
The enterprise itself. The precise positioning, efficient operation, strict implementation and continuous iteration of the enterprises entering the bureau.

conclusion

• The e-commerce applet marketing system of "WeChat official traffic portal+official account diversion+marketing tools+paid advertising" is gradually taking shape.

• Food is growing rapidly, fresh fruits and vegetables, comprehensive food, which are all food, accounting for the largest proportion. Then there are general merchandise, beauty, digital, parent-child, women's clothing, gifts and other categories. Their growth is very fast.

New consumption

Consumption upgrading is new consumption, namely: service consumption, information consumption, green consumption, fashion consumption, rural consumption, quality consumption

Five new consumption concepts

• Quality life

• Interactive experience

• Personalization

• Convenient and efficient

• Green health

Five major trends in the new consumption wave: two line buying; Shopping socialization; Experience first; Fitness consumption; Embrace value economy.

Digitization is not only changing the consumption mode, consumption scenario and experience, but also changing consumers' values and purchase decision-making mode. Consumers themselves are upgrading.

First, upgrade from product economy to experience economy around key scenarios

Secondly, the consumer (SQ: Shopping Quotient) is upgrading

Third, consumption values are upgrading. Sports and fitness have become the latest lifestyle.

conclusion

New consumption guidance technology improves user experience

How new consumption guides merchants to make products

New Scene

By constantly reconstructing the models of products, marketing, channels, pricing strategies, and traffic acquisition in the traditional business model with scenarios, we began to form a scenario methodology in the mobile Internet era. This methodology can be summarized into four "namely":

Products are scenarios (products are solutions to scenarios)
Sharing is acquisition (new sharing ability centering on people makes brand equal to story, culture and feelings)
Cross boundary is connection (cross boundary connection breaks through the separation of various scenes, forming new experiences, new categories and new values)
Popularity is traffic (popularity becomes the new entrance of traffic, and only when it occupies the commanding height of the popular trend of subculture, can it grasp the discourse power of traffic)

Personalized scene ecology is a business environment with human logic, experience as the core, connection as the center, and community as the greatest common denominator. Today, judging whether an enterprise can conduct product iteration and quickly form a consumption proposition depends on its ability to define the scene itself and influence the subcultural community, which we call scene force.

There must be four core elements to shape the scene:

Experience (as the first principle of business logic, reshape and transform the scene in a large scale/multi-dimensional way)
Create a sense of experience hierarchy, which determines the authenticity of the scene
Experience should have details, which are real enough to attract users. Experience details are the key points for scenarios to become traffic portals
Provide long-term consumption accompanied by a pro development experience, and give control to users

Link (dynamic link reconstruction based on mobile Internet technology and intelligent terminals, so that the scene can form a diversified fragmentation)

Make the scene live
Label the scene and shape the scene into a subculture carrier
User centered omni channel, online analog offline, offline to online marking, let mobile end transform PC end, and use vertical integration to turn omni channel into scene multiplication
Cross screen and multi screen linkage. Essentially, it is the user viscosity generated by competing for more information space and the premium it brings

Community (sense of community/replicable ability of subculture to form content, resulting in large-scale communication and user involvement)

Want rather than need;
Pursuit is perception, what you see is purchase
Attitude is more important than function
Pursue value sensitivity rather than price sensitivity
Self expression and minority identity surpass public evaluation
Social network evaluation is greater than real communication evaluation

Data (big data becomes the underlying engine and hub element of the business model of quantitative driving scenarios)

Scenario reconstruction in traditional enterprise transformation:

Dimension 1: Transformation of organizational construction mode: from stable organizational boundaries to cross organizational cooperation
Dimension 2: Change of product definition method: evolution from function to scenario solution
Dimension 3: Change of channel expansion mode: from traditional intermediary to new (consumer) contact point management
Dimension 4: Change of customer operation mode: from traditional CRM to community operation and subculture construction
Dimension 5: Change of business model (profit model): from traditional sales logic to data management logic.

What is the product? It's a scene

What is the channel? It is a person, a person to person interaction, and a new connection triggered by the scene

What is R&D? R&D means large-scale participation of users

What is marketing? Marketing is based on the rapid transformation of hot spots, and is a content product based on the Internet. Only content can ignite popularity in the Internet scene.

What is the brand? In fact, there is no brand or trademark. The so-called differentiation and recognition can be easily seen in the crowd. Is it my dish? Is it a peer? Are you a fellow?

Scene comparison

Player Comparison

conclusion

I think if Baidu doesn't have the All in applet within 12 months, it will face a life and death problem in the future.

Each platform has its own characteristics, advantages and disadvantages. How can developers use these characteristics to avoid disadvantages and maximize their own interests?

Here is a concept: all end era, all end service users.

1. No matter where the user is, you can establish a service relationship with him, that is, extensive access, and all end innovation

2. No matter where the user comes from, try to divert to higher arpu value apps

a) Content push is an important means of operation, but it cannot be done in small programs, nor can it collect rich user profile data.

b) On the small program side, it is necessary to invest a lot of energy in de fission and innovation, search SEO optimization, and expose the content.

c) After getting the applet users, how can they settle down on the App?

d) After loyal users become App users, there is also an important means to return and close loop to the applet.

To sum up the discussion methods of the whole end era, it is: All ends are new and one is reserved 。

Light R&D and thick operation.

There are routines everywhere in the whole cycle, from bringing in new products, to retaining, to deep operation, to continuing to bring in new products. Understand the characteristics of different platforms. After you are proficient in research, you are a trendsetter in the full end era.

case study

Luckin Coffee: traffic pool play, APP+applet play

Starbucks: the main gift card purchase and gift, giving full play to social needs

Like tea: offline drainage

Xicha service number broke the record of 100000+at the fastest time in a single article, only 7 minutes, "God assisted" by small programs

The Xicha GO applet was launched in March this year, which belongs to the enterprise that developed the applet earlier.

The purpose of the applet is very clear, which helps to shunt and reduce queuing pressure. This use scenario is to expand offline stores to online stores, instead, it is to improve the store's ability to receive orders and improve efficiency.

Posters are posted in every store for guidance. In recent times, Ruiqiu has used small programs to place orders, which is very convenient, but it will stop receiving orders during peak periods.

Lian Coffee: applet play

"Pocket Cafe", on the first day of the event, the PV of the applet exceeded 4.2 million, and more than 520000 online cafes were opened in total

The most widely used e-commerce is "social fission", which is based on social interaction to derive functions such as group buying, bargaining, sharing red packets, and taking out to achieve sales growth. However, Lian Coffee, which has always been driven by product operation and likes to introduce new products, seems to have failed to meet the functions of these "bad streets". This "pocket cafe", which pays more attention to the front-end user experience and interaction, may be the next new online sales model it has created.

Conclusion: Game based thinking+"every young person has a cafe dream" scene.

Distribution: Netease Push and Vipshop's cloud warehouse applet

Wanda Group, Hanguang Department Store, Yonghui Supermarket, Wal Mart, Carrefour, Xianfeng Fruit, Qian Dama, Liangpin Store, Wangfujing, Parkson and other entity retail enterprises have all launched small programs and achieved outstanding results

Overseas:

Slack --- message aggregation entry
Github -- code aggregation entry
InterCom --- Customer Service Aggregation
Shopify --- online store aggregation entrance

Applet Marketing

What is a growth hacker?

Growth Hacker is a new team role that relies on technology and data to achieve various marketing goals. From the perspective and height that single line thinkers often ignore, comb the factors of integrated product development to achieve effective growth brought by low cost or even zero cost.

Growth Hacker is an aggregation of three roles: marketing, product research and development, and data analysis.

This is a group of people who drive marketing by data, guide products by market, and implement growth goals through technical means.

The operation in the United States is carried out by a growth team headed by the product manager. The growth team in the United States is generally composed of product managers, data analysts, designers, technology and growth marketers. Note that there is no operation post.

The differences between China and the United States driven by user growth mainly come from:

Diversified channels in China vs. single channels in the United States

The complexity of China's population circle vs the simplicity of America's circle

Non disclosure of China's advertising channel data vs. disclosure of US data

Primary data cognition vs mature data thinking in the United States

Product cognition of Chinese users is relatively elementary compared with that of the United States

Chinese users love shopping for discounts vs. American users

Applet growth hacker

The birth of small programs has become a marketing tool for enterprises in the era of mobile Internet, with the characteristics of close to the original app experience, no download, and run out.

The sharing of small programs based on WeChat's huge traffic advantage and interpersonal relationship will improve the efficiency of communication, which may be ten times higher, and the efficiency of being clicked and touched may also be ten times higher. This process includes diversion, transformation, retention, re purchase, and connection of offline and online services. Store+WeChat+applet constitute a business closed loop.

Growth hacker toolbox

1. Google Analytics (Baidu Statistics, CNZZ Statistics)

2. Mixpanel user behavior analysis

3. KissMetrics user behavior analysis

4. UserCycle user grouping experiment

5. Customer.io sends different emails based on different user behaviors

6. Optimize. ly (Unbouce) A/B test sharp tool

7. Project management software under Basecamp 37signals

8. Youmeng is one of the largest mobile application statistical analysis platforms in China

Product MVP

Lean entrepreneurship means that the development team obtains user feedback by providing the minimum feasible product (MVP), and then continues to iterate (or seek transformation) rapidly until the product reaches the PMF stage.

1. Dropbox: release fictional Dropbox product functions on Digg.com, arouse a large number of users' interest, and eventually create Dropbox.

2. Groupon: It was first built using WordPress and handmade gift certificates.

3. Zappos: The footwear e-commerce platform did not have its own warehouse and logistics base at the earliest, but went to the next shoe store to take a batch of photos, and someone placed an order to buy it back.

4. Public comments: 1000 hotels were added manually at the initial stage to verify whether users are willing to comment.

5. Hyperlapse: Time delay photography application, with minimal functions and three steps.

6. WeChat game: In order to quickly verify whether the game planning is feasible, the producers and planners use the "violent jigsaw puzzle" to feel the final effect. Once the scheme is not feasible, they will "give up as soon as possible, no more entanglement".

MVP strategy based on WeChat applet has short development cycle, low cost, no need for adaptation, convenient distribution, easy collection of feedback, and data precipitation. (Example: Goddess Evolution History, Youbo)

Get Users

Zhang Xiaolong of WeChat once said: If you don't know women, you will lose more than half of the users (his recommended book list includes works that specifically discuss women from the perspective of evolution, such as The Origin of Women).

Filter Seed Users

Facebook, the world's largest social networking site originated from Harvard University, was only open to Ivy League students at the beginning of its launch, and then gradually expanded to nearby schools, the United States and the world. This smart strategy helped it accumulate a large number of high-quality seed users at the initial stage, and also aroused the interest of the outside world to integrate into this elite social circle, laying a solid foundation for future expansion to the general public.

Improve retention

Retaining existing users is better than expanding new customers.

Ways to improve retention:

Optimize product performance. (Accelerate opening speed, reduce battery consumption, and improve experience in weak networks)

Lose service, and put down unnecessary insistence. The server is under great pressure when WeChat is on New Year's Day, so the strict requirement of group chat information consistency in WeChat group is abandoned. When Xiaomi was queuing up for rush purchase, it gave up the exact number of queues, but vaguely "only 50000 are left". When the mobile game "Legend of Knife Tower" is updated in a large version, try to use the "low definition version" resources first. Although the visual effect is not exquisite enough, it can let players play as soon as possible.

Guide new users to get started quickly. For example, Twitter will automatically recommend 5 to 10 followers after new registration, so that the user's timeline can be readable.

Social maintenance and social unbinding. The WeChat game "National Airplane Battle" provides the function of "integration". Choose a WeChat or QQ friend to help you. Players were recalled for "seeking fitness" and found that "lying down to make money" had received fitness rewards, which may be reactivated. When a user impulsively cancels his/her account, in the last step of the confirmation process, Facebook will display the photos of several friends who have the closest relationship with the user, and say piteously, "They will miss you". This design has reduced the number of inactive accounts on Facebook by 7%, equivalent to 1 million users. Example of social unbinding: Sam.

Design wake-up mechanism: email wake-up, message push, wake-up in web page mobile application.

Virus transmission

Decentralization: everyone is a node, and the effect of propagation can be multiplied by geometric progression.

Bad news travels thousands of miles, bug marketing; Take advantage of marketing, such as 12306 ticket grabbing plug-in; Virus circulation outside the product: circle of friends games; Virus circulation in the product: through the recommended friend unlocking function (AirDroid);

Users' psychological control in virus transmission: love, profit seeking, reciprocity, help seeking, showing off, scarcity, fear of loss or missing, laziness.

summary

Applets will become another standard configuration for enterprises to go to the cloud, that is, after the establishment of PC sites, APP, and WeChat official accounts
Applets will become the standard entry configuration for 2C business (stores, e-commerce, communities)
Applets will become the entrance standard configuration of enterprise software light business segment
"All businesses are worth doing again with small programs".
Why do you want to do applet--- "Everyone else did it!"
Applets are mainly in games, e-commerce and advertising
We media has become the strongest support for e-commerce applet transactions, including beauty, parent-child, constellation, military, etc
The investment in small programs has reached 8 billion yuan, and it is said that it will exceed 10 billion yuan in the second half of the year. At least half of these investments go to development tools and decentralized e-commerce platforms.
Traditional retail enterprises have begun to become Internet oriented and start to make SaaS: to get through stores and online stores, to get through goods, orders, inventory, members, cards and vouchers, and funds
Once users' network habits are formed and social platforms tend to be stable, there will also be more automated marketing and operational technology products
Targeting at China's third and fourth tier cities is another growth strategy
Mobile applications, WeChat and PC are all designed to better reach users, and small programs are just tools