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2018年我国小程序行业市场现状总结及生存趋势分析
时间:2018-12-27 10:49:44
文章发布:李阳
原创作者:未知
来源:互联网

1、小程序一周年:初尝成功,持续进化


小程序经历了从高峰遇冷又回暖的历程。2017年1月9日小程序正式上线,引起了极大关注。但初期涌入的开发者经过一段时间测试后,对小程序的形态、带来的流量以及前景认识模糊,2017上半年小程序热度有所下降。


随着小程序开放二维码、群聊、搜索并完善推广功能,以及微信对大流量的逐渐开放,如H5跳转、视频入口等,给企业的便利也开始显现,越来越多的线下企业加入尝试。这也带动了小程序开发者再次涌入,低廉的开发成本下,目前已覆盖100万开发者、2300个第三方平台。2017年已上线小程序58万个,2018年有望超过300万。


2018年我国小程序行业市场现状总结及生存趋势分析-艺源科技


小程序覆盖丰富场景,打通线上线下流量。已经覆盖200多个行业,月访问人数多的类别是交通出行、电商平台、工具、生活服务和IT科技类;除了小游戏外,还有以下几大类是微信重点打造:


智慧零售:小程序在消费场景重塑,会员营销,社交创新等方面渗透入零售业。门店小程序、附近的小程序、小程序底部广告对线下商家具备吸引力。


电商领域:小程序和行业的合作伙伴一起找到了一些新的增长点;95%的平台电商已接入小程序,如京东、拼多多、蘑菇街等,小程序建立了新的购物习惯;微信中的新场景——内容电商受到欢迎。


生活服务:让用户想要服务时“马上得到”、即见即用。共享充电宝小电95%的流量来自小程序LBS导流。


政务民生:包括公安、医疗、税务、邮政类小程序,让老百姓多办事、少跑腿。


小程序仍在持续进化。微信用户数突破9亿人,小程序目前日活跃用户数1.7亿,但单个小程序的用户量和接受度较独立APP仍然较低,虚拟物品购买10月尝试开放,其他开放的功能、流量和场景也在不断增加,据统计2017年小程序开放54个入口,更新103个功能。近期在小程序一周年前夕推出小游戏,迅速引爆。张小龙对小程序的开始设定是不能做游戏,主要是担心像公众号一样被当做风口透支流量,所以先紧后松。


降低门槛、充实能力、场景流量、提高转化、交易变现是小程序的核心关键词。据微信披露,从转化角度,平均而言,小程序加载速度比H5至少有20%-30%的提升。为了更好的帮助小程序开发者变现,微信已在内测小程序广告组件,将在完善后尽快开放。此外微信也会注重调研第三方开发平台,希望研发更多的能力支持。


2、小游戏会冲击H5游戏,更适合做休闲游戏


对于开发者而言,在微信这个平台上小游戏比起H5主要有三个优势:更便捷的访问、更强大的功能、更简单的开发。流畅性和入口是目前小游戏相较于H5游戏很大的优势,在微信这个平台上,小游戏的未来比H5光明,也可以预见曾经的H5从业者会有相当一部分向小游戏转型。


小游戏是更适合休闲游戏生长的土壤,不需要下载安装包,又有合格的流畅性。小游戏不是一场革命,过去传统的重度手机游戏依然有其生存空间,真正受到威胁的是H5游戏和“天天爱消除”这类。“跳一跳”的次日留存为65%,三日留存为60%,七日留存为52%,可以媲美一款非常活跃的App大作,相比H5游戏20%左右的留存率显著提升。

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