亿用户的微信来说，很多线上线下的场景都会沉淀在微信里，微信生态里承载着非常多的可能性。 For WeChat, which has 1 billion users, many online and offline scenes will be deposited in WeChat, and the WeChat ecosystem carries a lot of possibilities. WeChat only needs to strengthen the habit of using "small programs" in offline or specific scenarios, and then it can tear a big breakthrough and subvert a new field.
The blockchain at the end of last year seemed to overdraw the public opinion and mentality of the entire venture capital circle. This year's investment market looks extraordinarily calm. With the jump of many applications, such as jumping, bouncing, and fighting a lot, many screens surround the strong WeChat-derived mini-programs were pushed to the "air vent" at this time.
年1月9日微信小程序正式发布算起，仅一年多的时间，小程序已经生长出一个相对完整的生态，通过底层技术与微信流量入口双管齐下，深入到电商零售、社交、内容、交通出行、生活服务等各个生活场景。 From the official release of the WeChat mini-program on January 9 , 2017 , in just over a year, the applet has grown into a relatively complete ecology. Through the underlying technology and WeChat traffic entrance, it has gone two-pronged to penetrate into e-commerce retail, social, Content, transportation, and life services.
微信经济社会影响力研究」报告显示，到2018年初已有95%的电商平台接入小程序。 According to the official release of the “ 2017 WeChat Economic and Social Impact Study” report by the China Institute of Industry and Information Technology, 95% of e-commerce platforms have access to small programs by early 2018 . 的小程序中，零售类占比高达21% 。 The third-party statistics platform Aladdin Mini Program's "White Paper Ecology White Paper" also shows that among the small programs with a comprehensive TOP 200 activity, the retail category accounts for 21% .
With the huge windfall of the new retail market that created a trillion-dollar market, WeChat, who wants to connect everything, hopes that the applet will match the actual scenario for online users, and also harvest new traffic for offline merchants.
Retailer traffic depression
Although it has long abandoned the e-commerce business, this does not mean that Tencent has abandoned the new retail outlet. On the contrary, WeChat, which has a large number of users, is becoming a traffic depression for brand retailers.
微信经济社会影响力研究」报告提出，小程序积极培育社交电商，推动电子商务创新发展，到2018年初已有95%的电商平台接入小程序。 According to the official release of the “ 2017 WeChat Economic and Social Impact Study” report by the China Academy of Industry and Information Technology, the Mini Program actively cultivates social e-commerce and promotes the innovation and development of e-commerce. program. 的小程序中，零售类占比高达21% 。 The third-party statistics platform Aladdin Mini Program's "White Paper Ecology White Paper" also shows that among the mini programs with a comprehensive activity of TOP 200 , the retail category accounts for up to 21% .
Today, new retail has given rise to a huge air outlet, and Tencent, which has been criticized for lacking the "e-commerce" gene, has taken a completely different path from Ali-using social traffic advantages to attract merchants to the market.
As a listed Internet giant, Tencent has to achieve higher growth and meet the interests of shareholders and investors through two ways: first, to enter areas that were not previously involved, and second, to internationalize the original business. expansion.
交易这个领域是目前腾讯必须抓住的板块。 However, Tencent's journey to the sea has not been smooth. The most effective way for Tencent is to expand the areas not originally involved in the business to complete the increase of the enterprise. The retail / transaction area is currently a must for Tencent Plate.
Tencent has been trying to cut a piece of cake in this field in the past few years. In addition to buying and buying directly through financial means, mini-programs can be said to be the best solution currently cut into the field of retail. Tencent's corporate margin.
In the traditional economy, the business model is a centralized system. The so-called centralization is a broadcast mode. All users are based on this subject. Most of the traditional business models we see are of this type, such as manufacturing, portals, and so on.
The above figure is a structural evolution diagram from centralization to decentralization, and then to "distributed". Among them, centralization represents the past commodity economic model, while decentralization and distribution represent the future.
In the new retail system, Alibaba has proposed: "data-driven pan-retail form centered on consumer experience", "reconstructing people's goods yards", the past "experience supply", "channel-by-channel scenarios" and The "fuzzy consumer" has become a "digital consumer", "smart supply on demand", and "ubiquitous consumption scenarios".
开始，零售行业去中介化非常的明显，而线下线上结合，利用大数据驱动的新零售，则用网格化的方式将过去中心化的零售模式，转变成为去中心化的零售模式，消费者的购物体验在新零售之下将会达到极大限度的满足。 It can be said that new retail was born to adapt to the coming "decentralization" era. Starting from Costco , the deintermediation of the retail industry is very obvious, and offline and online integration, using big data-driven new retail, Then, the grid-based approach will be used to transform the former centralized retail model into a decentralized retail model, and the consumer shopping experience will reach a maximum limit under the new retail.
But whether it is a transaction or a life service, the core is actually people. 亿用户的微信来说，很多线上线下的场景都会沉淀在微信里，微信生态里承载着非常多的可能性。 For WeChat, which has 1 billion users, many online and offline scenes will be deposited in WeChat, and the WeChat ecosystem carries a lot of possibilities. WeChat only needs to strengthen the habit of using "small programs" in offline or specific scenarios, and then it can tear a big breakthrough and subvert a new field.
As a simple example, under the Ali e-commerce transaction center, there are three roles: user, merchant, and Ali. Through the intervention of a small program, the merchant can directly reach the user through a suitable small program, bypassing the center of Ali directly. This is the effect of connection, and the value space of the traditional centralized platform will be replaced.
所能承载。 Of course, Ali's system is very complicated, and not all can be carried by IM . However, as the bottom-level connection, WeChat can grow a lot of fights and grow WeChat payment. This is also the part that Ali is most worried about-cutting into Ali's core heartland.
This reality has happened, and many merchants' traffic has not only come from the Ali system, but even a larger proportion of the traffic brought by WeChat. 亿『电商增量人群』（用“微信月活”减去“淘宝月活”得出的3亿用户），他们不用淘宝，却使用微信，未来他们成为微信内购物使用者的可能性更大。 What's more, there are 300 million "e-commerce incremental crowds" ( 300 million users obtained by subtracting "Taobao Yuehuo" from "WeChat Yuehuo"). They do not use Taobao, but use WeChat. In the future, they will be used for WeChat shopping. More likely.
亿用户都将越来越多的时间花在这个完全被腾讯微信掌控的世界。 As a "super app", 1 billion users will spend more and more time in a world completely controlled by Tencent WeChat. It is conceivable that as the penetration rate of applets increases, WeChat's right to speak in daily life will become higher.
After the e-commerce pattern has been basically determined, the possibility of retailers trying to build their own e-commerce channels is almost non-existent. Borrowing ships to the sea has become a last resort. However, the traffic costs of e-commerce platforms such as Ali and Jingdong are becoming increasingly expensive. This forces businesses to look around for the next traffic bonus. 。 According to public information, the drainage cost of the top ten brands currently accounts for 10% -20% of his sales on the e-commerce platform. ，第三梯队甚至在40%以上。 The drainage cost of the second echelon also rose to 20% -40% , and the third echelon even exceeded 40% .
模式，但如今流量成本的抬高迫使零售商转入微信这个流量洼地，并进一步带动社交电商的发展。 The early WeChat e-commerce form was more of a C2C model, but the rising cost of traffic now forces retailers to switch to WeChat, a traffic depression, and further promote the development of social e-commerce.
亿用户的拼多多已经成长为该领域的独角兽，另外阿里、京东等电商平台也在积极推进内容化战略，利用信息流、直播、短视频等形式探索社交模式，以留住更多的用户时间。 At present, social e-commerce is approaching the mainstream direction of the e-commerce industry. For example, Pinduoduo, which has obtained 300 million users, has grown into a unicorn in this field. In addition, e-commerce platforms such as Ali and Jingdong are actively promoting content strategies. , Use information streams, live broadcasts, short videos, etc. to explore social modes to retain more user time.
In the process, applets played an important connecting role in WeChat's retail logic.
However, it is worth noting that the current small program bonus is mainly based on traffic. Later, with the influx of a large number of participants, the cost of WeChat traffic will also rise. At the same time, WeChat's restraint on products and the choice of strategic business thinking will determine the depth of small programs in new retail.
Opportunity for participants
Although the ceiling of the mini program comes from WeChat, there is a certain degree of uncertainty in the future, but Qingshan Capital believes that this dividend is an opportunity for entrepreneurs, especially those that will undergo qualitative changes after the mini program is empowered. Such as tools, divination tests, mini games and e-commerce retail applications.
、阿里等中心，直接与用户建立连接，不用再通过原有的中心化平台。 At the level of product form, the existing areas of penetration of existing mini-programs are far from exhaustive, and there are more possible formats that have not made a bright and innovative form. Some of them are very suitable for cut-in by mini-programs. Centralized education, service, and chain retail can logically set aside the US Mission, 58 , Ali and other centers to directly connect with users without having to go through the original centralized platform.
In addition, the needs of some users are a little more complicated. They just happen to cooperate with the stores under the cable. The frequency is not high, and the direction of WeChat ecological transformation, such as housekeeping and cleaning, has some imagination.
版应用其实也十分适合用小程序承载，比如提醒、笔记、相册、日历、占卜测试、查询机票汇率等，容易产生社交裂变传播的产品形式。 Finally, at the level of subdivision tools, the low-frequency just-needed and high-frequency Lite version applications are actually very suitable for carrying with small programs, such as reminders, notes, photo albums, calendars, fortune-telling tests, flight ticket exchange rates, and other products that are prone to social fission transmission form.
In short, you don't need to separate the mini-program to see it. It should be combined with WeChat content and community to better function.
In the era of online traffic depletion, mini programs did create a lot of "myths". For WeChat, which has precipitated many online and offline scenes, after all, there is a scenario to form an ecological possibility. At this point, WeChat mini programs can Become a good card for Tencent.