WeChat application numbers are here, what should you do with your own APP?
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Many people know that WeChat is developing a product called "App Number". What many people don’t know is that Baidu’s App Link protocol was just publicly released last week. If you still don’t know what an app number is, you might as well use App link to figure it out. But before we start to imagine, we need to first figure out what the WeChat application number means to most native app makers? As I have said on many occasions, Native apps have too many problems: First, the cost of attracting new customers is high. Based on my experience in charge of Baidu Mobile Assistant at Baidu, it is normal for the download cost of a tool application to be around US$1, while the download cost of a game application is around US$2 or even higher. With such a high download cost, most of the leading companies are having fun with it, but small and medium-sized product teams are simply unable to keep up. Therefore, many product teams create some data through ranking promotion and then quickly raise funds. Second, the retention rate is extremely low. It’s not that the retention rate is low, but it’s extremely low, so low that you often doubt the meaning of making this app, which is even more meaningless than the meaning of life. For most people, a daily active user rate of a few percent is already very good, but for many people, a daily active user rate of one thousandth is also something they have to bear. Therefore, many products talk about how many downloads they have, but rarely talk about how many daily active users they have. Third, the development cost is high and the maintenance cost is high. iOS and Android have two sets of people, each dealing with various challenges posed by the masters of the Apple app store , such as model adaptation, version adaptation, and unique interactions. These are the reasons why native apps have made slow progress. Therefore, many unskilled entrepreneurs find that by the time their App is launched, the market has basically been occupied and they can call it a day and do whatever they want. If you need to cite more shortcomings of Native App, I can spend an entire afternoon talking to you about them. But why do we need to have “our own app” in such an unfavorable situation? In fact, most product teams and entrepreneurs want to make Native Apps because of potential "insecurity" and "anxiety"—— “Can you still call yourself an Internet product if you don’t have your own app?” “How can I tell investors if I don’t have an app?” "If you don't make apps and just make service accounts, what will you do if WeChat bans you?" "Your data was taken by WeChat, and Tencent saw an opportunity to do it themselves" … In fact, today’s Product Makers (hereinafter referred to as PMs) are in a dilemma. Let’s make a Native App, the input-output ratio is really not high. If I don’t do it, I will feel completely insecure. In the past three years, after helping PMs to attract new customers (note that it is business, not charity ), BAT has started to think about how to do activation business. Attracting new users is nothing more than through app stores (Tencent's App Store , Baidu's Mobile Assistant) and affiliate advertising (Tencent's Guangdiantong , Baidu's Mobile Alliance and Search), which has already brought profits close to the limit. Baidu has achieved mobile revenue of over 50% several quarters ago, most of which comes from attracting new users and directing traffic. More importantly, this game is becoming more and more popular among top customers, while small and medium-sized products cannot participate at all. Obviously, only the top customers are left, which is the "oligopoly effect" that the platform is most worried about. Therefore, the remaining money should be earned from activation, killing two birds with one stone: bringing new growth points to advertising, and cultivating more small and beautiful products to fight against the emergence of oligarchs. At the same time, people from BAT are also looking into the distance and fantasizing: PMs should be more willing to spend money on activating app users, as long as it is not too expensive. Generally speaking, apps that lack stickiness are service-oriented, while social apps should have stickiness on their own. If a social app has no stickiness, please think of the article my colleague wrote, "Ten Years of Douban: The Ups and Downs of a Typical Elite Community." Therefore, in order to complete transactions, service apps require users to download, activate, and maintain stickiness. However, is there a way to make the app more sticky? That is to let passive demand surpass active demand and give users more opportunities to see you. Users who open the app to buy air tickets are proactive users, while the choice of travel routes is more of a recommendation type of demand. It would be great if users with passive needs could find the service page in the app! Well, after saying so much, I am actually talking about what the application number and Baidu App Link will do next or are already doing. Let’s imagine the App link first (PS: I didn’t take a penny of advertising fee from Baidu. You know Baidu started out as an advertising company, so it’s impossible for them to pay advertising fee to others). Case 1 : Film and TV - When a user searches for "Legend of Miyue", probably the user wants to watch it but does not know which video platform can play it before searching. After searching, I found that "The Legend of Miyue" can only be watched on LeTV. At this time, there are two possible user behaviors: one is to open it and play it directly on the web page, or to open the LeTV client on your mobile phone to watch it. Of course, PM hopes that users will play on the client (bringing an active user), and client playback is also better from a user experience perspective. However, this query is not yet on the app link. Let's try a query that is already on the app link. Case 2 : Douban movie reviews - When a user searches for "Mission Impossible 5 Douban", in the Baidu Box app, you will find the following results: Click on the first result to open an H5 page and a prompt to activate the local app "Douban". Of course, the prerequisite is that the Douban app is installed on your phone. If you click Open, the following page will appear: At this point we finally enter the native application. There are many other scenarios where this kind of entry can be used well - the connection between app service pages Just like the picture below: The App Link project is a project that I have led at Baidu. For many companies and PMs, this approach can solve many activation and retention problems. In fact, many people who did not believe in this plan, after spending a lot of money to attract new users, were educated by reality and began to want to invest more in retention. For a product, attracting new customers is never a problem. There are two ways to attract new customers: paying and free. In this era of spending money, attracting new customers is a technical job and there is no creativity involved. Marketing companies operating under the Baidu ecosystem basically use a set of technologies to help users optimize marketing effects. In an era where money is not required, people rely on face recognition and cuteness, but opportunities to do so without spending money are becoming fewer and fewer. The honeymoon period, trial period and face recognition devices of mobile Internet are obviously coming to an end. Growth hackers who acquire users without spending money are actually the SEO practitioners in the early years. There is still a market for them, but it is getting smaller and smaller. A famous person once said: Born by attracting new customers, die by activation. Which celebrity? Okay, I admit it was me. Now, the problem of being born in attracting new users but dying in retaining users may be solved with the help of the powerful WeChat and Baidu portals. So, what does Native App mean to PM? Zhang Xiaolong said that a good product is one that users quickly leave. This means that WeChat wants users to have access to certain services, and he also mentioned that Google is doing a good job in this regard. Considering that WeChat has always been positioned as a "connector", this matter is obviously in line with WeChat's product logic. So what does this mean for PMs? A landing page for a service, just a better experience. The landing page of the PC era has not passed. The reason why many product teams develop native apps is that the conversion efficiency of wap pages is much lower than that of apps, especially in payment scenarios. Remember, compete on service, not on advertising and marketing. In the past, people were more concerned about how to rely on the App Store , how to do ASO , and how to place ads. It was more like the PC before 2010, when everyone focused on marketing and SEM. Now, the more important thing is to compete on service, reputation, and ROI (service ROI, not investment ROI) In fact, PM is supposed to use better product experience and service experience to make consumers pay, and that’s how it should be. Also remember, focus on retention, not new customers. Where are the users? Users are in BAT, so comrades who are engaged in innovation and entrepreneurship should not be naive to think that they can establish their own entrance. JD.com is awesome, but it still relies on Baidu. You are so awesome, why don’t you go to heaven? Therefore, the value of operations continues to increase, allowing users to experience better services and product value in your app, and let the product praise the user's choice. There are four types of products: small and beautiful, big and beautiful, small and ugly, and big and ugly. There are very few small and beautiful things, and there are also very few big and beautiful things. WeChat is a big and beautiful product. Based on our values, I believe Mr. Zhang Xiaolong will help those small and beautiful products. Small and beautiful products are destined to invest more energy in service and experience rather than attracting users. Therefore, WeChat’s application number is not only worth looking forward to, but it will obviously not put PMs in a dilemma. Instead, it should allow PMs to focus more on working downstream of the linker. Division of labor and marketization are the driving forces of economic and social progress, and also the driving forces of the Internet. Therefore, I believe and suggest that those with users and traffic should focus more on diversion and diversion, while those providing services should return to creating user value and service, which is "what they should do". APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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