Baidu launches smart mini-programs, which industries will benefit from it?

When it comes to mini programs , Baidu, which started relatively late, is actually a pioneer of this concept. As early as the Baidu World Conference in 2013, Baidu released light applications, which aim to allow users to get an instant search and get experience comparable to Native Apps directly through the search box without having to download Native Apps. This is very similar to the story Zhang Xiaolong told when WeChat Mini Programs were launched in 2017.

Of course, the technical implementation principle of WeChat 's mini-programs is different from that of Baidu's light applications. It is no longer built based on Web technology like light applications, but instead builds its own interactive UI system based on WeChat, a super app, forming a unique application standard and greatly improving the user experience.

Any new platform has the bonus of early development, and mini programs are no exception. For example, WeChat mini programs have become opportunities for the gaming , e-commerce , and service industries. QuestMobile data shows that among the top 100 mini-programs in terms of user scale in March 2018, the mobile gaming industry accounted for the largest proportion, reaching 28%, followed by life services and mobile e-commerce, with 13 and 12 items respectively.

Star mini-programs such as Tiaoyitiao, Mobike , Pinduoduo, and MissFresh are very popular on WeChat. Some entrepreneurs have also seized the mini-program dividends and grown rapidly. For example, Pinduoduo, which was established only more than two years ago, recently completed US$3 billion in financing and was valued at US$15 billion, precisely because it successfully seized the mini-program trend.

The technical principles of Baidu Smart Mini Programs are similar to those of WeChat. Judging from the screenshots previously exposed by some media, its UI is also compatible with WeChat Mini Programs so as to be more in line with user habits.

According to Ping Xiaoli, Baidu Smart Mini Programs focus on the four core concepts of "experience, traffic , intelligence, and openness". The main source of traffic is Baidu apps, and it will first be launched on Baidu's flagship app, Baidu App. The financial report shows that Baidu App had 137 million daily active users in the first quarter of 2018, Baidu Search responded to 6 billion search requests every day, and Baidu information flow had over 100 million daily active users. In the future, mini programs will be connected to applications such as Baidu Maps , Baidu Tieba , and Mobile Assistant. In addition, Baidu Smart Mini Programs are more open and provide stronger and more AI technical support.

It is reported that Baidu Smart Mini Programs support Web-based solutions and are an open ecosystem for mini programs. In addition, Baidu Smart Mini Programs support search to reach Mini Programs, resolving the contradiction between application saturation and channel fragmentation and shortening the path for users to reach Mini Programs. At the same time, Baidu Smart Mini Programs support access on Baidu products and all browsers . In the future, it will also support running on smart home products, allowing developers to truly achieve the goal of attracting traffic and retaining users.

So, in which industries is "Pinduoduo" on Baidu Smart Mini Program most likely to appear? Personally, I think we should still look at it from the perspective of Baidu’s user scenarios and application ecology. Baidu App is positioned as "search when you need something, watch when you don't", connecting people with information and services in this way. Currently, Baidu is used as an important distribution channel mainly for tools , content, services and brand official websites. Based on this logic, I believe that Baidu Smart Mini Programs will be an opportunity for the following industries:

1. Tools: Practical tools for low-frequency and long-tail.

A considerable proportion of WeChat mini-programs are tools. Users of high-frequency tools such as browsers and beauty apps generally use NativeApp, but they are not very willing to download some low-frequency long-tail tools and will go to search engines to obtain them. For example, I personally use Baidu to check the perpetual calendar, calculate exchange rates, check stock prices, calculate formulas, check the weather, check the place of origin, etc.

It is no surprise that long-tail tools will take the lead in developing mini-programs to make it more convenient for users to use. For tool scenarios where users "don't want to go through the trouble of downloading", Baidu Smart Mini-Programs have a great opportunity. At the same time, it will also provide AI technologies such as image and voice, which can be used to make some special gadgets.

2. Content: media, new media , self-media , and pan-entertainment.

Baidu Information Flow and Baidu News are currently distribution platforms that all information platforms, new media organizations, and self-media will not miss. According to data released at the Baidu Alliance Summit, there are currently more than 1.2 million self-media authors on Baijiahao , who continuously produce graphics, text, video, audio and other content. For most content creators, there is no need to have a mini program. There are exceptions, however:

One is a content service player. Now more and more new media and self-media are extending services from content, such as financial data, technology products, content e-commerce, knowledge payment , etc. They do not have strong development capabilities, so they are very suitable for mini programs. While Baidu distributes content , it distributes content services based on mini programs to provide readers with added value beyond content.

Another one is a pan-entertainment content player. For example, many users will search for novels on Baidu App and then read them. Novels cannot be displayed on ordinary news pages. Targeted reading interfaces need to be developed, and even support annotation and collection, etc. In this way, content players can make good use of mini programs to provide users with a better content consumption experience. In addition to novels, pictures, animation, games, videos, Q&A, etc. all have opportunities.

3. Services: finance, education, tourism, local communication, travel, etc.

Baidu is an important distribution portal for many service industries, so many intermediate page platforms have emerged, such as 58.com for local services, Anjuke for real estate services, Ctrip.com and Qunar for travel services, and Zuoyebang for the education industry...

Theoretically, all service industries can enjoy the benefits of Baidu's smart mini-programs. In the future, users can directly purchase financial products by searching for financial management on Baidu, directly book air tickets by searching for flights on Baidu, and directly call a taxi after navigating on Baidu Maps...

In fact, it is equivalent to shortening the traffic funnel by using Baidu Mini Programs. If the experience is good, the conversion rate should be much higher than the current multiple jumps, or even requiring the download of the native App.

4. E-commerce: shorten traffic loopholes and increase conversion rates.

Previously, Alibaba blocked Baidu crawlers for strategic reasons, so Baidu basically did not bring any traffic to Alibaba. However, Baidu is a major traffic source for e-commerce platforms such as JD.com , Xiaomi, and Suning . When searching for keywords such as brands and products on Baidu, you can see how specific e-commerce results pages are presented.

Last year, Baidu also launched the strategic cooperation framework of the "JD Plan" in a strategic partnership with JD.com. Baidu will provide JD.com with a first-level entrance to connect the data of both parties. However, because shopping needs to be done on the JD.com App or website, the conversion rate will naturally be reduced.

Once Baidu Mini Programs are launched, e-commerce platforms may try to allow users to add items to shopping carts or even place orders directly in information flow and search.

Nowadays, e-commerce traffic has reached its ceiling, and various giants have gone offline or to rural areas to expand expensive traffic. Therefore, I think not only JD.com, but many e-commerce platforms, especially self-operated e-commerce platforms such as Xiaomi, will try more promotion channels . Some vertical e-commerce companies such as virtual items, mobile phone recharge, used cars , fresh food, home furnishings, and cultural relics will not miss the dividends of mini programs.

All the industries we listed above have potential demand for applying mini-programs. However, ideals are always perfect. If Baidu Smart Mini-Program wants to avoid repeating the mistakes of light applications, it should work harder on the user experience, especially solving the problem of the account system. This is what Baidu has been criticized for, and it is also one of the reasons for the success of WeChat Mini-Programs (because it can be used with one click). If users search for the mini-program and have to log in again, it will obviously greatly reduce efficiency.

As for how to more effectively help users develop the habit of using mini-programs in the Baidu App, some of WeChat’s practices are actually worth learning from for Baidu. Of course, no matter what the result is, I believe that the new products of the traffic platform are worthy of our attention. After all, when WeChat mini-programs started, didn’t anyone expect that they would be so successful today?

The author of this article @罗超频道 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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