1, the development status of small programs
We might as well look at a set of data first: in 20021year, the number of applets in the whole network exceeded 7 million, including 3 million developers of WeChat applets and 450 million daus of applets; The average daily usage increased by 32% year-on-year, and the number of active applets increased by 465,438+0%. The data comes from Aladdin Research Institute, an authoritative third-party statistical platform. It can be said that the applet has exploded in an all-round way. Whether it is deepening vertical e-commerce, or continuing to promote the digital transformation of enterprises and the construction of private domain with the official WeChat account, video number and enterprise WeChat, we can see the huge commercial potential of small programs. Now small programs have become the standard for the digital transformation of corporate brands. It is estimated that in 2022, the DAU of small programs will exceed 500 million, reaching nearly 3 trillion GMV, and the GMV of WeChat e-commerce will exceed 10 trillion in the next three years. This wave of market dividends is not small.
2. The development prospect of small programs
(1) user market
Everyone knows that small programs can easily enjoy more than 65.438+0.2 billion WeChat users with WeChat, which should be the largest user pool in China. From the point of view of commercial operation, operating applets does not need to spend more manpower and material resources to build channels to acquire users, and the threshold for reaching and acquiring online users with applets is lower, and the user path and transaction are transformed faster. At the same time, at present, small programs account for a relatively high proportion in online shopping and life services, while industries such as health, offline retail, entertainment and games are far from reaching market demand saturation. The market gap makes the development potential of small programs greater.
(2) Traffic+social marketing
The new marketing model of traffic+socialization makes it easier for merchants to precipitate their own traffic pool instead of contributing to the public domain platform. It is increasingly difficult for small and medium-sized businesses to obtain traffic on traditional e-commerce platforms. If you put Taobao and applet into thinking, you will find the difference of traffic logic. As an e-commerce giant platform, Taobao has huge traffic. On this public platform, homogeneous goods are dazzling, and users' browsing and selection habits are more inclined to the merchants displayed in the front row. Most merchants can only get a small amount of traffic and can only continue to invest more manpower and material resources to attract traffic. Even if a certain amount of user traffic is obtained, it is difficult to precipitate and retain, and most of the traffic belongs to the public domain platform. Applets have the characteristics of private domain platform, and there is almost no such embarrassing situation. On the one hand, it is not difficult for the mall applet to obtain traffic by relying on the traffic bonus of WeChat social communication. On the other hand, users who enter the mall applet are more brand concepts, without competition from other peers. Small programs are constantly empowered through the WeChat platform, and have gradually realized multi-party linkage with the WeChat ecosystem, so that small programs can be seen everywhere and accessed everywhere in the WeChat ecosystem.
(3) low development cost
Compared with App, the development cycle of applet is short and the development cost is low. At the same time, the functions that can be realized are no longer satisfied with just realizing the core functions, reaching users more widely and deeply, which is more important for small and medium-sized businesses. A fully functional template applet, which can be used online in a few days at the earliest, can easily help merchants get online and offline to gather traffic, improve the efficiency of stores and complete digital transformation.
To sum up, the development prospect of applet is still very considerable, and applet itself has too many advantages. Of course, small programs are only the carrier of our online store, and it is equally important for businesses to do daily operations, product marketing and user maintenance.