Lei Feng Network (search "Lei Feng Network" public number attention) by: Author Liu Fei, former hammer technology product manager. Public number: Liu Yanfei, this is a place that is not updated frequently but full of dry goods. Children's shoes that are interested in product managers can pay close attention.
I don't stand Zhang Xiaolong this time. Although he said that "it's time to run," I don't think that small programs will form an ecological system.
1.Just from the abstract scene, the applet is of course very good.
For developers, don't worry about developing a lot of platform APP, do not consider adapting all kinds of strange shapes of the models, and more importantly, do not have to worry about a trouble every time you issue version, or have an urgent need to go online However, I could only look forward to seeing Apple’s father early in the review.
For users, do not need to install the APP, want to take a taxi directly to find small programs to use, want to order a direct search of the US group's small program to use. Indifferent, may only use the application once, do not have to bother to download, but also open the web to solve everything, it is too convenient.
Is it really so beautiful?
2.Our concrete analysis of specific issues does not say abstract scenes.
Let's talk about the most commonly used APPs, such as life service products (takeaways, taxis) and audio/video products (music videos).
However, the mainstream mass products of these big companies, from their own point of view, will not succumb to WeChat, but will only use WeChat's entrance and platform traffic. Otherwise, it will not be under Apple's various restrictions. ? Afterwards, WeChat will also be divided into two groups.
From the user's point of view, they will not be accustomed to using these high-frequency mainstream apps on WeChat. Since it is used every day, why not put it on the desktop, but on a list of WeChat?
There is even more crucial: WeChat cannot solve the problem of multitasking, or it can not achieve the same effect as the operating system . Imagine opening a music player in WeChat, editing a document, and switching the chat interface back and forth at any time. You may need to refresh the web page each time. The effect will be, and can you guarantee the efficiency of multitasking?
For such an APP, it will not abandon its own territory, at best, just like the way Didi Chuxing is currently in WeChat, providing only the simplest function, that is, an entrance.
Again, the second category of APP is simply not portable. The most typical is the game (if you want to achieve it, let WeChat support Unity3D first).
In addition there are many relatively heavy applications, consume system resources, and the effect of running in WeChat must also be greatly reduced.
The third type of APP is those applications that are very low frequency or very vertical. Many media are optimistic about the small programs that will give them a lot of opportunities. This is also an abstract judgment, based on the assumption that "small programs are always better than APP" and "applets are substitutes for APP."
First of all, the disappearance of APP's entrepreneurial boom is obvious to all. The common APP installed in our mobile phones is gradually fixed, the possibility of accepting new applications is continuously declining, and the applications of various life services and tools are gradually merged and integrated into those platform products. In addition, the areas that can generate entrepreneurial opportunities are far less than previously thought. In addition to the several themes that will be heated up each year (previously O2O, followed by P2P, and now live), most Internet entrepreneurial projects have done The denominator became a cannon fodder. The demand of the general public has basically been monopolized by giants.
Mass mainstream demand (regardless of whether high or low frequency) products are inevitably merged, small companies are eliminated or mergers and acquisitions, gradually joined the BAT family. Most of the consumer scenes encountered in our lives can be completed at WeChat and Alipay. In recent years, frequent giant mergers and acquisitions, and the immediate end of the takeaway war, have indicated that all mainstream public demand in the future will be in the hands of several giants.
What about the non-mainstream vertical demand? It is undeniable that there are many vertical APPs that live well. They have a fixed user base and have a stable development path and income. Because of this, they only need to focus on their own core users without relying on WeChat's platform advantage (like viral transmission of a nervous cat). At the same time, the vertical requirements are more complex and the functions are often heavier. It does not make much sense to make light and effective marketing small programs.
This is a paradox: In the fields of life services and consumption, mass-market products have already been monopolized by giants, and WeChat only needs to put in so few entrances. The niche of non-mainstream products does not particularly require WeChat.
I think the future of the applet, these are enough:
The WeChat applet will be fired, but it is only because everyone has learned from the past that they have mastered the entrance, they have mastered the user, and they have mastered the user and have mastered the ecology. But when we put it into the actual scene, we found that things were completely different.
In essence, WeChat is a platform for social scenes, and the majority of circulation is still consumer products such as information. The public numbers can quickly get fired because their articles can be quickly disseminated in the circle of friends, groups, and private chats as well as social scenes. Other Internet consumer products, such as e-commerce products and service products, have not been played on this scenario. Whether the purchase of e-commerce products and service products is on WeChat, Taobao, or independent APP is not much different.
In general, I feel that "finish and go" does not represent anything. This is an ideal goal, but it does not constitute the reason why users now discarded APP's switch to the WeChat applet, nor does it constitute a reason for developers to discard APPs. Reasons for switching to the WeChat applet.
So eventually, the applet will probably only become an optimization of the service number.
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