Mini Program User Growth Point!

The mobile Internet has entered the stock market, and the number of mobile devices, the number of users, and the length of user time are all in stock market competition. It has become very difficult for new applications launched in 2020 to achieve above waist-level activity, and the overall number of users is on a downward trend.

1. Changes in the mobile Internet environment and user behavior

From the beginning of 2020 to December, according to the monitored App data, the number of new users did not change much, but there was some growth at the end of the year.

However, for these applications that have already been created, it is becoming increasingly difficult to obtain traffic, judging from the overall data performance. Especially in September, October, and November, although the epidemic situation has eased, the overall success rate of App user traffic reaching more than 100,000 DAU is basically less than 1%.

Judging from the overall data, the entire market traffic is captured by new gameplay throughout the year. This is not only caused by environmental changes, but also by changes in user behavior, including live streaming, private domain traffic, and mini programs. These tools and platforms have led to changes in user usage habits. Various industries have entered the market through new tools such as "live streaming + private domain traffic + mini programs" and started to build and operate their own private domain traffic.

At the same time, judging from the overall market data, in the five years since the emergence of mini programs, they have not only provided life services, but also reached a very wide range of industries, covering more than 300 industries, far more than the industries reached by apps. Currently, the two largest platforms for mini programs are WeChat and Alipay.

2. Mini Programs experienced explosive growth during the epidemic

In the first half of 2020, due to the impact of the epidemic, many companies began to save themselves and started private domain traffic operations. The best traffic capture point for private domain traffic operations is mini programs. Many industries have transferred their offline businesses to online through the "mini program + private domain traffic" approach, including: online house sales, online bookstores, new retail, cloud fitness, etc.

Judging from the overall data of mini programs during the epidemic, the number of active devices, active users and developers of mini programs have achieved explosive growth in a short period of time. From December 2019 to February 2020, the daily active users of mini programs increased by 37%, and the number of mini programs also increased by 19% compared with the end of 2019.

Judging from the overall data, the local life service industry is the most popular category for mini programs in 2020, and it is also the hot spot for the explosion of private domain traffic. The services provided by various platforms, whether they are community operation tools, live broadcast tools or mini program tools, have begun to actively transform in this regard.

Here are two specific examples:

Example 1: Carrefour

Carrefour has created the Carrefour Community Life Service Center through the "mini program + private domain" approach. Based on the positioning function of the mini program, it uses door-to-door delivery of goods from stores to reach users, thus activating more online and offline customer groups. The mini program grew 356% month-on-month in one week after its launch.

Example 2: Meizhou Dongpo

The Meizhou Dongpo Vegetable Station mini program transforms the store into a "forward warehouse" to sell pre-packaged affordable vegetables. The product is promoted through multiple channels including service account push, internal employee forwarding, Moments advertising, offline store convenience vegetable stations, and community WeChat groups.

Through the private domain gameplay of "mini program displaying semi-finished vegetables + service account distribution", a new sales model of offline store and online interaction of Meizhou Dongpo Catering is launched. Not only did the vegetables that had been stockpiled not go to waste, they also brought in additional revenue for the merchants, with sales of fresh vegetables exceeding 100,000 yuan per day.

3. Why has mini program become an important outbreak node in 2020?

Why has mini program become an important outbreak node in 2020? First of all, we have to talk about the characteristics of mini programs. There are four main ones: scene fragmentation, platform empowerment, private domain users, and offline connections.

1. The scene is fragmented. For low-frequency scenarios and fragmented demands in niche markets, mini programs can replace apps and become a pre-emptive scenario for reaching new users, thereby reducing the cost of product use for users and the cost of acquiring customers for companies.
2. Platform empowerment. By opening up its own users and ecosystem through multiple platforms, it provides operational tools under specific scenarios to help complete customer acquisition, retention and monetization.
3. Private domain users. Based on interpersonal relationships, human-place relationships, and the platform's brand effect, credit endorsement, and traffic scale, the company's customer acquisition costs are reduced, allowing it to accumulate its own brand's private domain users.
4. Connect offline. Digitalize offline touchpoints by combining offline stores, transportation, leisure and entertainment, and even new scenarios such as smart hardware in the future

Based on the above four characteristics, in addition to WeChat becoming the largest market for mini programs in 2020, many large platforms, including Alipay, ByteDance, Baidu, etc., have begun to gradually open up their own traffic pools to enhance the capabilities of mini programs.

All private domain traffic fields are designed to help companies build the entire boundaries and expansion boundaries of their own platforms. Therefore, for enterprises, they should enter the so-called public domain traffic field better and faster, so that they can use different platforms to obtain the best traffic and customer resources in the current field.

At the entrepreneurial level, mini program developers also face a series of challenges. Developers need to build on multiple platforms, which results in high development, deployment, and operating costs. At the development level, a professional data/operation foundation is needed, such as enterprise dataization, data report analysis, online user acquisition, life cycle management, user insight analysis, and private domain user normalization.

Mini Program practitioners face both opportunities and challenges!

Author: Umeng Global Data

Source: Umeng Global Data