The calm before the outbreak? Comprehensive thinking about "Mini Programs"
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Since WeChat announced the upcoming release of Mini Programs , it has attracted great attention from the industry and sparked widespread heated discussions before and after the release. Many articles with over 100,000 views about Mini Programs have been widely circulated in the WeChat Moments . But not long after the mini program was released, some people began to criticize it. The public account that was popular just a second ago started writing articles titled "Why the mini program failed". Does anyone feel that this scene is familiar? Yes, WeChat public account went through the same process before it exploded. Let us first explain why this phenomenon occurs. Here we have to derive a theory called "Crossing the Chasm", which mainly explains the process that high-tech products go through when they are brought to the market. Building a benchmark and bridging the gap The "Chasm Theory" refers to the biggest obstacle that high-tech products encounter in the marketing process: there is a huge "chasm" between the early market of high-tech companies and the mainstream market. Whether a high-tech product can successfully cross the chasm and enter the mainstream market and successfully win the support of pragmatists determines the success or failure of the product. Every new technology or new product is brought to the market by some innovators. The earliest users are usually far-sighted, enthusiastic about new products, adventurous, have strong foresight, are insensitive to price, can tolerate product imperfections, and are willing to try new things. This group of users is often smaller in number, but their influence is usually greater than that of the early majority and late majority. The early majority are very cautious pragmatists. They make purchases based on strong practical recommendations and expect to get word-of-mouth recommendations from experts. They are unwilling to be guinea pigs, and once conquered, they will be very loyal and purchase and use them for a long time. The late majority are conservatives who trust tradition, resist innovation, and wait until established standards mature before making a purchase. They expect more support, trust big companies more, and are also loyal purchasing users, but they expect more fool-proof operations. The laggards are backward skeptics who are very easily disappointed with a product because of small differences or a little flaw in the product. The process of new products/technologies crossing the chasm Virtually every new technology goes through a chasm. The key is to adopt appropriate strategies to enable high-tech companies to successfully "cross the chasm". The benchmark effect is one of the most powerful means to accelerate new products to "cross the chasm". WeChat has been very adept at promoting public accounts, and this time it is even easier to promote mini-programs. Open the entrance to backflow the mini program In addition to Moments , WeChat has successively opened up several of the largest traffic entrances, including "Official Accounts", "Groups" and "Mini Programs Nearby". On May 10, WeChat public platform announced the addition of the nearby mini-program function. This, along with the new mini-program functions that have been intensively released in recent times, are all preparations for the complete explosion of mini-programs. Regardless of whether it was intentional or forced, the explosion of mini programs means it is time for WeChat to open a traffic entrance to mini programs. Offline scenarios, namely traffic WeChat’s MAU has reached over 800 million, and its online traffic is almost reaching its limit, while offline traffic is still a huge blue ocean. There are countless offline scenarios that were unable to connect to the Internet effectively due to various barriers. Even with websites like Meituan helping them to get online, they have only simply completed information display and transactions. The huge demands of merchants for marketing, promotion, CRM management, increasing turnover rate and optimizing staff efficiency have not yet been met. With WeChat, the connector that "connects everything", mini-programs can be used to connect to the Internet very easily and at low cost, and to complete a series of operations such as automatic ordering, automatic order placement, and automatic payment by customers (in the future, merchants will no longer need waiters and cashiers), which greatly saves labor costs and improves operational efficiency. And in the future, more ecological tools will definitely be connected to solve a series of needs on the merchant side. There is unlimited room for imagination, and it is likely to bring about a second explosion of mobile Internet . When more and more businesses and offline industries connect to WeChat, the power of WeChat to "connect everything" will truly be unleashed. O2O , medical care, e-commerce , banking, catering, hotels, tourism, supermarkets and other industries can be grafted onto the WeChat platform through mini-programs. WeChat will obtain huge traffic through these offline scenarios. All offline traffic is moved online. WeChat uses mini-programs to obtain more usage scenarios, and then "empowers" the WeChat platform in reverse: payment, transactions, customer flow, etc., transforming it from a communication tool into a super platform and super ecosystem. Merchant empowerment, connection means efficiency The scene is traffic. Take KFC as an example. KFC stores across the country have a large number of customers every day, and all of them complete ordering, payment and consumption offline. With mini programs, all of these will be online. KFC’s huge offline customer traffic will also become a small part of WeChat scene traffic. Let’s take KFC as an example to see how WeChat Mini Programs utilize offline scene traffic, empower merchants through WeChat, and help merchants improve operational efficiency. Before the launch of the mini program, there was basically no connection between WeChat and KFC except for WeChat payment . WeChat Pay has been connected to KFC, adding another payment scenario through KFC’s huge customer flow. The mini program takes the entire process a big step further. From pure payment intervention to KFC's entire transaction loop, it is easy to grasp a large amount of KFC's consumption data. Before the mini program, customers needed four steps to eat at KFC: 1. Queue 2. Order manually 3. Pay 4. Pick up the food With the mini program, customers only need two steps to eat at KFC: 1. Open the mini app to order and pay 2. Pick up the food Customers don’t even need to go to the store. They can just open the WeChat mini program to place an order and wait for the takeaway to be delivered. For users, it greatly saves waiting time in queues, and everything can be completed by self-service, which is easy and convenient. Before the mini program, KFC needed 3 steps to complete an order: 1. Manual ordering 2. Manual cashier 3. Meal preparation With the mini program, customers only need one step to eat at KFC: order food or takeout For the merchants, it greatly improves operational efficiency and reduces user waiting time. More personnel will be devoted to meal preparation in the kitchen. The number of front desk ordering and cashier staff will gradually decrease or even be eliminated in the future. It's not just super brands like KFC. The slogan of the mini program is "No matter how small an individual is, he or she can have his or her own brand." With the mini program, any merchant can complete the Internet access by themselves. Mini Program to experience the KFC ordering process, very fast The first thing to be disrupted may be group buying Mobile payment is eroding group purchasing market share. The development of group buying websites started with packages and vouchers, and finally the flash discount model became the mainstream, but was eventually severely eroded by the development of mobile payments. The convenience of mobile payment has had a huge impact on the original group buying business model. There are huge differences in the efficiency of B-side expansion. In terms of B-side expansion, group buying relies entirely on offline promotion to help them go online one by one, while the huge power of mini programs gives merchants enough motivation to achieve self-service Internet access. This huge gap in labor efficiency is fatal. Meituan has tens of thousands of sales personnel across the country. Empower merchants and improve efficiency. Group buying websites are also moving towards empowering merchants, but no very good model has been seen so far. The "smart restaurant" that Meituan wanted to build has always been lukewarm. Wang Xing’s recent views also claim that the second half of the Internet is about improving B-side efficiency, and he also regards this as an important strategic direction. Mini Programs started by solving the problem of merchants’ labor efficiency and then built an ecosystem. Many developers developed around Mini Programs, just like the model of many agents of WeChat Pay helped WeChat quickly cover a large number of small shops. It can achieve rapid coverage and continuously provide more marketing tools. It can bring tangible improvements in empowering merchants. In the group buying industry, the biggest demand of leading merchants is not the low customer flow, but rather the problem of too much customer flow, that is, how to reduce the loss of customers caused by queuing. Group buying websites have not been able to solve this problem well. They have promoted the number-taking system for a while but failed to provide a good solution. Ordering food via mobile phone and making reservations in advance are still at the project level and have not been well implemented. Mini Programs perfectly solve these two thorny problems faced by leading merchants, and they are free, so it is hard for Mini Programs not to be popular. The development of mini programs and the construction of ecological tools will be another huge opportunity for the mobile Internet . It could also disrupt search In 2012, Zhang Xiaolong posted a message on his WeChat Moments saying that the entrance to the mobile Internet was the QR code, and the comments under this message were almost unanimously opposed. At present, it seems that this statement will unfortunately come true. When mini programs cover enough industries and fields in the future, QR codes will represent what you see is what you get. I recently read an article about the example of Mobike integrating into mini-programs. There are some interesting data: 1. After Mobike connected to the mini program, weekly usage increased by 100%! 2. After accessing the new capabilities, the daily registration volume of the Mobike mini program increased by 30 times. 3. In a little over a month after the new capability was added, the service was used more than 50 million times. This is the power of WeChat Mini Programs. Mobike is just a scenario of offline service. In the past, the path for users to use Mobike was: seeing the bike, downloading the APP, registering, scanning the code , and so on. With the mini program, you can just pick up WeChat and scan the QR code to ride away, which greatly shortens the usage process. It also realizes the true meaning of “what you see is what you get”, which greatly reduces the threshold for users to use it. I once said in the article "Mobike's biggest enemy is not ofo, but human nature" that the explosion of shared bicycles itself stems from the explosive growth brought about by greatly lowering the user's usage threshold through "dockless sharing". After connecting to WeChat, the user's usage threshold has been greatly lowered again, and it has once again experienced explosive growth, fully enjoying the channel dividend of WeChat. Users of any business are basically a subset of WeChat. Mobike's advantage lies in its offline vehicle services. After being integrated with WeChat, it used to increase the number of vehicles while acquiring more users, but now it only needs to increase the number of vehicles to achieve growth. In a sense, WeChat users include all of Mobike's future users. Mini Programs will bring even more disruptive changes in the future, because it is no longer a simple communication tool, but a "connector", a super user channel that connects all walks of life and a bridge. It will penetrate deep into the industry, allowing all walks of life to realize the Internet and drive industrial transformation. The opportunities will also be huge. The traffic dividend brought by mini programs will definitely exist, it just depends on whether you see the essence of mini programs. Those who can be the first to realize the power of mini programs and be the first to try them out can once again enjoy the second leap in users brought by the social dividend. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @花大冲 (Qinggua Media) by the author @花大虫. Please indicate the author information and source when reprinting! Site Map |
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