您好,欢迎来到济南诺商官方网站!
当前位置:首页 -> 新闻中心 -> 微信小程序现在的火热风口还在吗?

微信小程序现在的火热风口还在吗?

时间:2019.02.28 来源:http://www.weidaoshang.cn

很长一段时间,腾讯的社交和阿里巴巴的电商,马化腾和马云都曾试图从各种刁钻角度侵入到对方的系统。但从目前的观察来看——也许微信和淘宝的关系、格局,恐怕要随着小程序的诞生、电商小程序进入微信的社交系统,发生一丝细微的改变。换句话说,用“微信月活”减去“淘宝月活”得出的3亿用户,未来成为微信内购物使用者的可能性更大。而早一步观察到这一趋势的人,已经在2017年闷声发了大财。
For a long time, Tencent's social network and Alibaba's electronics companies, Ma Huateng and Ma Yun have tried to intrude into each other's systems from various tricky angles. But from the current observation - perhaps the relationship between Weixin and Taobao, the pattern, I am afraid that with the birth of small programs, e-commerce small programs into Weixin's social system, a slight change will take place. In other words, subtracting 300 million users from "Taobao Monthly Live" by "Wechat Monthly Live" makes it more likely to become Wechat shopping users in the future. Those who have observed this trend earlier have already made a fortune in 2017.
在2017年下半年,第三方机构阿拉丁发布过一份二季度报告。当时,这种电商交易特质刚刚复出睡眠。当然并不只是购物类电商。
In the second half of 2017, third-party Aladdin released a second-quarter report. At that time, this e-commerce trading trait had just returned to sleep. Of course, it's not just shopping e-commerce.
报告提到,在收录的超过1万个小程序的前十大中,泛电商的场景的小程序异常活跃,比如排名第一的摩拜、第四位的拼多多、第五位的蘑菇街女装特卖、第七位的麦当劳、第八位的携程等。他们都拥有支付属性。而其中,又以社交电商和拼单类的小程序最为火爆。
The report mentions that among the top ten programs with more than 10,000 applications, the apps in pan-e-commerce scenarios are very active, such as Mobai, the fourth Pindo, the fifth Mushroom Street Female Clothing Sales, McDonald's, Ctrip, etc. They all have payment attributes. Among them, social e-commerce and menu-based small programs are the most popular.
电商领域排名第三,仅次于淘宝和京东,日均订单量排名第二,仅次于淘宝。
E-commerce ranked third, after Taobao and Jingdong, and second in average daily orders, after Taobao.
随着第三方小程序电商平台的发展,在小程序中开设店铺的技术门槛越来越低。
With the development of third-party small program e-commerce platform, the technical threshold of opening stores in small programs is getting lower and lower.
1、所有人都猜错了小程序的红利:阿里巴巴提到手机淘宝月度活跃用户接近5亿,微信月度活跃用户接近9亿。
1. Everyone guessed the dividend of small programs wrong: Alibaba mentioned that mobile Taobao has nearly 500 million monthly active users and Weixin has nearly 900 million monthly active users.
谁也没有想到,微信减去淘宝的月度活跃用户,才是小程序版的“先发红利”。在后来的主流报道中,后者似乎占据了上风。随着罗辑思维等知名创业者退出小程序,小程序无用论似乎成了定局。

Nobody thought that Wechat minus the monthly active users of Taobao is the "first dividend" of the small program version. In the later mainstream reports, the latter seems to have the upper hand. As well-known entrepreneurs such as Luo Ji's thinking quit small programs, the theory of uselessness of small programs seems to be a foregone conclusion.

商河网站外包托管

但舆论上的冷,却并未影响到上述电商创业者在小程序中疯狂掘进。而显然,“能够看到数据”的腾讯官方也比谁都更清楚小程序的潜力,这也是在2017年年中,在大家都认为小程序已经没有什么讨论价值的时候,微信团队“放弃了克制,每日更新”的原因。微信官方认为,小程序结合了APP和H5两者的优点,实现了高效的连接。比如它可以随时在聊天过程中唤起,也可以在公众号图文中唤起。
However, the cold public opinion has not affected the above e-commerce entrepreneurs in the small process of crazy digging. Obviously, Tencent officials who "can see the data" are more aware of the potential of small programs than anyone else, which is why the Wechat team "gave up restraint and updated daily" in mid-2017, when everyone thought that small programs had little value to discuss. Weixin officials believe that the small program combines the advantages of APP and H5, and achieves an efficient connection. For example, it can be aroused at any time in the chat process, or in the public number pictures.
点击进入,用完即走。重点是,你可以减低自己的获客成本,让微信用户成为巨大的流量入口。在最初的第一段时间,不少公司和人都对这一产品有一定的戒备心,完全看不上。小程序的表现没有像之前预设的那样,用户觉得它竟然不支持模糊搜索,也不能被朋友圈,甚至只能对着一个实体的二维码扫描,不能直接在手机相册中识别图片。

Click Enter and go when you're done. The point is that you can reduce your cost of getting customers and make micro-credit users a huge traffic entry point. In the first period of time, many companies and people have a certain degree of guard against this product, completely disdained. The performance of the widget is not as good as before, users feel that it does not support fuzzy search, nor can it be circled by friends, or even can only scan an entity's two-dimensional code, can not directly identify pictures in the mobile phone album.

总之,张小龙就像是一个不被理解的产品狂,大家开始对他摸不清任何头脑。开发者也搞不清在小程序中获客和在app中获客的区别。
In a word, Xiaolong Zhang is like a product madman who is not understood. People begin to confuse him. Developers are also confused about the difference between getting customers in small programs and in apps.
比如,搞不清使用小程序获得用户究竟是腾讯的,还是自己的;在微信这个超级系统内做一个小程序,会不会变成侧面的一个天花板和监管;对于某些领域来说,小程序好像并不是特别好用,还需要再研究。顶着无数的非议,小程序并不成功。而伴随着是小程序的是越来越多的入口的开放,以及慢慢增长的数据。小程序越来越开放了。
For example, it is not clear whether using small programs to get users is Tencent or its own; whether making a small program in the super system of Weixin will become a side ceiling and supervision; for some areas, small programs do not seem to be particularly useful, and need to be further studied. In the face of numerous criticisms, small programs are not successful. With small programs, more and more entries are opened, and data is growing slowly. Small programs are becoming more open.
在正式上线后的几个月内,小程序开放了二维码、公众号图文内添加小程序,小程序还引入LBS服务,甚至在群、个人主页内都内置了小程序的入口。而通过群、朋友圈以及对话窗口,电商小程序获得了更多的使用场景,实现了“聊天讨论的过程中随手甩出一个购买链接”,毕竟由于阿里系的链接还是要转换口令的。除去拼单类小程序,像内容创业公众号也可以在图文中植入小程序直接达成交易。
Within a few months after its official launch, the widget has opened up two-dimensional codes and added widgets to public numbers. The widget has also introduced LBS services, and even built-in widgets'entries to the home pages of groups and individuals. Through groups, circles of friends and dialog windows, e-commerce applets get more usage scenarios, and realize "a purchase link is thrown out casually in the process of chat discussion", after all, because Ali links still need to change passwords. In addition to the spelling of small procedures, such as content entrepreneurship public number can also be embedded in the text of small procedures directly to achieve transactions.

商河网站外包托管
2、小程序对于旧世界格局的冲击:在聊天场景中植入社交电商类的小程序,完成的仅仅是基于聊天场景和购物需求的改造——这是对于一个很具象的用户需求的一个很接地气的功能的升级改造。而在这种场景功能改造的背后,则体现的是微信官方如何设计和赋予小程序的能力。微信也曾经提到,未来的目标将解决三个问题——更便捷地获取小程序,更强大的功能,更多的连接场景。关于小程序的诞生,腾讯的小马哥,腾讯集团董事局主席兼首席执行官马化腾在广州财富论坛上提了一嘴——他说通过二维码,微信连接的是online和offline,从连接人和人变成连接人和服务,所以才有了微信后面的微信支付,有了小程序。
2. The impact of small programs on the old world pattern: Implanting small programs of social e-commerce into chat scenes only completes the transformation based on chat scenes and shopping needs, which is an upgrade of a very specific user's needs. Behind the functional transformation of this scenario, it reflects how Wechat officials design and empower small programs. Wechat has also mentioned that the future goal will be to solve three problems - more convenient access to small programs, more powerful functions, more connection scenarios. As for the birth of small programs, Ma Huateng, chairman and CEO of Tencent Group, made a remark at the Guangzhou Fortune Forum. He said that through two-dimensional codes, Weixin connects to online and offline, from connecting people and people to connecting people and services, so there is Weixin payment behind Weixin, and there is a small program.
小程序就是在微信支付功能连接线下和线上场景之外,对于后续的人和二次服务之间的延伸。在连接线下和线上场景以及即将开放的更多功能之外,腾讯微信应该已经想好了要如何部署。2017年11月份开始,腾讯大王卡用户正在搞一个新的特权,就是QQ浏览器看全网内容都免流量。
The widget is the extension between the follow-up person and the secondary service beyond the offline and online scenarios of the Wechat payment function. Apart from linking up offline and online scenarios and more features that are about to open up, Tencent Wechat should have figured out how to deploy them. Starting in November 2017, Tencent Dawang Card users are developing a new privilege, that is, QQ browser is free of traffic when viewing the whole network content.
而在之前,浏览内容是局限于腾讯的网站的。我们有理由相信,这样的“网络流量的特惠改造”也完全可能会发生到微信小程序上,比如未来用户可能使用微信小程序访问任何功能完全免流量,那么微信就完成了对于网络流量基础设施的升级改造。自此,微信可能就真的离那个拥有独立体系内的应用分发渠道、支付结算系统、用户交互界面、社交关系,甚至包括最底层的网络基础流量传输的超级系统太近了。
In the past, browsing content was limited to Tencent's website. We have reason to believe that such a "preferential transformation of network traffic" may also occur on the Wechat applet. For example, future users may use the Wechat applet to access any function completely free of traffic, then Wechat will complete the upgrading of the network traffic infrastructure. Since then, Wechat may really be too close to the super system with its own application distribution channels, payment and settlement system, user interface, social relations, and even the underlying network infrastructure traffic transmission.

商河网络公司