Post-traffic era: Competition in the application distribution market is fierce, and user quality is more important than quantity
With the slowdown in smartphone shipments, China's mobile user traffic growth dividend period has ended. The " App Store Industry Observation" report released by QuestMobile, a well-known domestic third-party research organization, shows that as of the third quarter of 2016, the overall size of China's mobile Internet users has approached 1 billion, which also means that China's mobile Internet demographic dividend era has officially become a thing of the past. Mobile Internet enters the post-traffic eraHigh-quality users become the core of competitionIn the entire domestic mobile application distribution market, the "App Store Industry Observation" report also shows that the number of Android devices has reached 724 million, and the proportion of Android system devices has continued to increase, and it is still an important battlefield for the competition in the Chinese market. As for the entire Android application distribution market, the following three major trends are beginning to emerge. Trend 1: The trend of top applications occupying the mainstream of users is becoming increasingly obvious At present, in the entire domestic mobile application distribution market, the top 200 applications in the industry account for 55% of the total distribution of the entire industry platform, and super mobile applications such as WeChat , QQ, Alipay , UC Browser , Taobao Mobile, Baidu Mobile, etc. almost cover all domestic smartphone user groups. This indirectly reflects a very obvious phenomenon: mobile user traffic is leaning towards the top applications. Trend 2: A large number of long-tail applications make promotion increasingly difficult Since the top applications occupy most of the total mobile application distribution market, it is difficult for more than 99% of long-tail applications to acquire more users. This is not good news for small and medium-sized enterprises, entrepreneurs and developers. Promotion has become a difficult problem facing them. Trend 3: High-quality users become the core of competition According to Talkingdata's "2015 Mobile Internet Industry Development Report", within a specific category, the average number of apps opened and used by users does not exceed three. Then for any vertical industry segment, the competition among developers will be very fierce. Whether it is for industry giants or for these entrepreneurs, in order to achieve higher value, as the user dividend gradually fades, it is more important to have high-quality users with high stickiness and high activity. Invisibly, high-quality users have become the focus of their competition. The number of users is valuable, but “high quality” is more expensive For any mobile application, the number of applications is certainly important, but high-quality users with purchasing power and willingness to consume have higher value for the app. First of all, for any mobile application, having high-quality users can bring higher activity and user time to the platform, and user loyalty will also be higher. To give the simplest example, a WeChat public account with 50,000 loyal fans may have more than 10,000 readers per day, but a large WeChat account with hundreds of thousands of fans may only have tens of thousands of readers. From this perspective, the value of these 50,000 high-quality fans is equivalent to that of hundreds of thousands of fans. Secondly, from the perspective of commercial value, we have a group of high-quality loyal users. Compared with those users whose loyalty is not very high, they often have a higher willingness and power to consume, and their conversion rate will be higher. Naturally, they are willing to pay for the platform's products or services. In many cases, the value created by a high-quality user exceeds the contribution of 100 ordinary users. Third, a user who may not be very loyal to the platform's values is unlikely to continue to recommend his relatives or friends to use the platform's products or services. However, for a high-quality user, he may still recommend the platform and bring more loyal users, which will invisibly bring better word-of-mouth publicity to the platform. Competition in the app distribution market is fierce, and whoever gets high-quality users wins the market For mobile application developers, the application distribution market is their most important channel to acquire users and high-quality users. The current domestic mobile application distribution market has also formed four major camps, namely Baidu, Tencent, Alibaba and 360, and the competition is very fierce. The four major application distribution giants each have their own advantages in channels For the four giants of application distribution, Baidu acquired mobile application distribution platforms such as 91 Assistant and Android Market in its early years, which supplemented important ammunition for Baidu Mobile Assistant . Subsequently, by leveraging the power of platforms such as Baidu Search, Baidu Mobile, and Baidu Mobile Browser, huge traffic was brought to application distribution. Tencent, on the other hand, has leveraged the power of its two major platforms, WeChat and mobile QQ, to divert huge user traffic to its App Bao . In addition, Tencent has greatly improved the download conversion rate of App Store through WeChat QR code scanning and Tencent's own "micro-download" function, thus achieving App Store's current position in the application distribution market. In addition, QQ Browser has also become one of the important channels for distributing Tencent applications. Alibaba, through the acquisition of UC and Wandoujia , has opened up its multi-dimensional product matrix for mobile. As the world's largest mobile browser, UC Browser, with more than 500 million users, has become an important support for Alibaba's application distribution. At the same time, Alibaba began to prepare for the Alibaba Culture and Entertainment Group in October this year, and the previous mobile business group, as well as cultural and entertainment products such as Youku and Alibaba Pictures were included in the territory. These have become the new backing of Wandoujia. As for 360, although it is inferior to BAT in mobile browsers, 360's Security Guard and Mobile Assistant have become two important channels for its application distribution. Alibaba Group still leads in terms of user quality, relying on Wandoujia Since Wandoujia was officially integrated into Ali Mobile in July this year, the scale of Ali Mobile's application distribution has grown rapidly and has been able to rank among the first echelon of the application distribution industry. According to QuestMobile's "App Store Industry Observation" report, in terms of the use of the top five apps in mobile store user scale, Wandoujia users ranked first in average daily usage time, followed by Baidu Mobile Assistant; PP Assistant users ranked first in average daily usage times, and Wandoujia ranked second. Alibaba Group still leads in terms of user quality, relying on Wandoujia Since Wandoujia was officially integrated into Ali Mobile in July this year, the scale of Ali Mobile's application distribution has grown rapidly and has been able to rank among the first echelon of the application distribution industry. According to QuestMobile's "App Store Industry Observation" report, in terms of the use of the top five apps in mobile store user scale, Wandoujia users ranked first in average daily usage time, followed by Baidu Mobile Assistant; PP Assistant users ranked first in average daily usage times, and Wandoujia ranked second. In terms of the proportion of users with effective duration, Wandoujia had the highest proportion of users with effective duration, reaching 76%, while App Store had the lowest proportion, less than 60%. Then, the length of user time and user stickiness will determine the activity, stickiness and conversion rate of users in the application distribution market. Whoever can bring more high-quality users to the platform will naturally get the support of more platforms in the future and become the final winner. Personalized recommendations and precise distribution are the future trends Liu Kuang personally believes that there are two main reasons why Wandoujia can gain advantages in terms of user stickiness and effective user time. The internal factors are inseparable from the products themselves. Wandoujia focuses on the application distribution market, and has a unique approach to branding and design, while also paying great attention to content operations . In 2011, when it enjoyed a surge in traffic, it was the first in the industry to launch the "Wandoujia Design Award," which was based on design and user experience, and actively recommended good apps to users, but it has not been commercially operated to this day. External factors are inseparable from the support of Alibaba's big data: on the one hand, through Alibaba 's big data resources such as shopping, entertainment, and information, Wandoujia can obtain users' shopping habits and content consumption preferences. At the same time, the integration of big data from various subsidiaries within Alibaba also helps to diversify and personalize Wandoujia's distribution scenarios, thereby achieving more accurate distribution; On the other hand, Alibaba Cloud has sufficient advantages in data storage. By providing cloud computing services to Wandoujia, it can extract different hierarchical models for users, thereby building a clearer user portrait. The precise algorithm of Alibaba's big data can more accurately grasp the personalized needs of users and ultimately achieve personalized recommendations. From this point of view, personalized recommendations and precise distribution are becoming the inevitable development trend of the future mobile application distribution market, and it can also accumulate more high-quality users for the distribution platform. Whoever can gain the advantage in this field in the future will be able to win more high-quality users and the mobile application distribution market.Mobile application product promotion service: APP promotion service Qinggua Media information flow This article was compiled and published by @刘宽(Qinggua Media). Please indicate the author information and source when reprinting! |
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