There are so many promotion channels, how can we combine them to maximize traffic!

This has further led to the ecological traffic model becoming more complex and the gameplay becoming more diverse. Taking WeChat mini-programs as an example, games , tools , etc. have emerged, and the WeChat investment department is playing with them to the fullest. The "APP+Mini-program" model has also begun to move beyond a simple rhythm. Various optimized combinations of the APP matrix and the mini-program matrix, like nuclear fusion, aggregate the decentralized social traffic, and have become a veritable "mudslide" in the traffic operation circle!

1. The mobile market has reached 1.1 billion, and the traffic dividend is gradually disappearing

The number of active mobile Internet users in China has slowly increased to 1.1 billion, with only a 20 million increase in the first half of 2018.

2. The number of mobile Internet users using apps has reached saturation

There are more than 4.06 million apps in the Chinese market. From the perspective of user demand, 35 apps can already meet the needs of most users, and the competition for users will become increasingly fierce.

3. The Matthew effect in the industry is becoming more and more significant

The user concentration in industries such as mobile shopping, travel, and image services has further increased.

4. Alliances in the field of ecological traffic: BAT deploys mini-programs, and terminal manufacturers focus on quick applications

As the APP landscape gradually stabilizes, the BAT groups are leveraging the strengths of their respective traffic APPs to actively develop mini-programs and various entrances to retain customers; domestic terminal manufacturers are also actively forming alliances to reach more users through quick applications and traffic support plans.

5. The current status of ecological traffic: the definition is becoming more and more extensive, the forms are becoming more and more diverse, and its value model is gradually maturing

1. Who is enjoying the traffic dividend of WeChat mini programs?

From the perspective of developers, nearly half are from Tencent and its investment companies, followed by non-BAT Internet companies;

In terms of mini-program types, mobile games account for more than a quarter, followed by practical tools and mobile shopping.

2. WeChat Mini Program Layout with APP

The mini-program layout of mobile Internet companies is basically consistent with the overall layout of mini-programs, and mobile Internet companies are the main developers of mini-programs. In addition to the application scenarios summarized above, other application scenarios that can be paid attention to include:

1) APP + mini program: purchase and payment scenarios are more prominent, better demonstrating the value of social marketing + convenient payment services;

2) Content and information services: Although public accounts are closer to content services, the content load format and content volume of mini programs are better than those of public accounts and are more flexible, with marketing and traffic diversion value.

3. WeChat Mini Programs have become an important component of ecological traffic outside of APP

Overview of mobile ecological traffic operation cases↓↓↓

Mode 1: APP + WeChat Mini Program

Typical representative: Xiaohongshu

The value of ecological traffic diversion: Mini programs only provide core functional services. Other functions with high social participation, such as posting notes and following, require the use of an APP, thereby encouraging users to download the APP.

Mode 2: APP + WeChat Mini Program Matrix

Typical representative: JD.com

The marketing value of ecological traffic: In addition to a main mini program that carries all platform services, multiple mini programs use vertical categories to target user groups with different shopping needs and preferences, reach them accurately, and accumulate new users.

Mode 3: APP matrix + WeChat mini program matrix

Typical representative: 58

The newly added scenario value of ecological traffic: 58's WeChat mini-program layout consists of a matrix of multiple mini-programs, with main scenarios - sub-scenarios - personalized touchpoints, to provide users with simpler and more efficient services.

Mode 4: APP+Lightweight APP

Typical representative: Toutiao

The operational value of ecological traffic: reaching new user groups and achieving user sinking.

Mode 5: APP + Super APP portal + WeChat applet

Typical representative: Meituan Waimai

The marketing value of ecological traffic: form a traffic matrix through other APP entrances, mini-programs, etc. within the ecosystem to achieve collaboration within the ecosystem.

Model 6: APP+Terminal Strategic Cooperation Ecological Traffic

Typical representative: Yidianzixun

The marketing value of ecological traffic: With the help of the channels of mobile phone manufacturers, it comprehensively covers various user groups, and the total user scale of ecological traffic reaches 227 million.

Model 7: APP + mobile web ecological traffic + group ecological synergy

Typical representative: Sina News

The marketing value of ecological traffic: In addition to the information services of the news client and the collaborative sharing of content with Weibo, Sina News also uses various H5 pages to meet users' reading needs in multiple scenarios to form a gathering effect of platform traffic. The total user scale of ecological traffic is close to 400 million.

The above lists several typical modes of ecological traffic. In fact, with the development of mini programs and quick applications, the future mobile ecological mode will be more diversified. "Qinggua Media will also bring you the latest related reports, look forward to it~~