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}
				
当前位置: 首页 > 售后 > 艺源智库
「我的小程序」发布,微信吞噬移动互联网进入深水区
时间:2019-01-05 11:53:35
文章发布:李阳
原创作者:未知
来源:互联网

近期2个月,微信小程序正密集突破那些「人们以为的」它的边界,或者说自我桎梏。比如全面开放包括游戏类目在内的小程序广告组件,新增支持从App挑战小程序,开放品牌搜索……


7月13日,微信iOS新版又发布的「我的小程序」入口,换种说法,即是自小程序2017年1月上线以来开发者一直期待的小程序「收藏夹」。


这一系列动作背后,微信是在为小程序全面商业化,以及操作系统化铺路。


迅速变化中的微信


「我的小程序」发布,微信吞噬移动互联网进入深水区-艺源科技


相对于去年,今年上半年小程序入口的开放节奏似乎在放缓,一种说法是微信在「憋大招」,单看进入5月后小程序的一系列动作,这种猜测也得到了验证。


微信开发者圈中早有传言,下拉栏的改版会在今年5月上线,届时下拉栏的容量会扩大。不过这个更新的落地延迟到了7月中旬,而形式也更令开发者惊喜,即是刚发布的、出现在下拉栏中的「我的小程序」入口。


在刚更新的微信iOS更新至6.7.1版本中,微信首页的下拉栏入口新增了「我的小程序」入口,位列既有的「近期使用」入口之下,用户可以在这个入口添加50个小程序。


可以把「我的小程序」看作一个收藏夹。就像开发者希望有朝一日朋友圈能对小程序开放一样,收藏夹性质的「我的小程序」,也是自微信小程序上线初期,就被期待的入口。虽然因为倡导去中心化逻辑,微信大概永远不会为小程序开个「应用商店」,但收藏夹已经是迄今为主出现具有聚合效应的入口。


相对于「近期使用」,它更能好地保存对个体用户具刚需的小程序,直接作用是提高这部分小程序的留存和转化。而相对于「星标小程序」,「我的小程序」入口使用门槛更低,且把重点收藏的小程序数量从10个提升到50个。


虽然「我的小程序」入口流量效应如何,还需要时间跑出更多数据,但它的重要性已经毋庸置疑。在微信小程序迄今为止开放的64个入口中,下拉栏的流量排名第二,仅次于位列第一的群聊入口。


吞食一切的操作系统


就像百度App做小程序是希望把自己的边界从搜索引擎拓展成超级工具集合体,支付宝做小程序因为并不想止步于交易工具,微信同样试图突破社交的基因。


「微信本身是一个社交工具,它连接人与人,人与服务,从目前来看,微信小程序大部分的流量都来自于社交,但我们的愿景不仅仅在于社交,我们希望有搜索,通过扫码。」微信开放平台基础部产品经理陈浩,在近期的微信公开课上对媒体表示。


你会发现,「搜索」以及帮助线上应用从线上蔓延到线下场景的「扫码」,分别是中国互联网另外两大巨头百度和阿里的基因所在。


除却「我的小程序」,7月的前两周,微信还放出两个重磅消息:品牌搜索及小程序广告组件的全面开放。


品牌搜索的开放,进一步释放出微信有意成为操作系统的信号,在微信官方的定义中,品牌搜索会给商家品牌官方区和微主页,后者是包含品牌介绍、主营产品、服务、联系方式等信息。这看上去是不是很像个移动版的简版官网?在PC时代,这样的事,是由百度承担的。


一位行业内人士评论,小程序对既有的电商,以及O2O巨头都是威胁。「商家上网的第一诉求就是引流,如果品牌搜索、附近搜索、附近的小程序都做起来了,用户习惯养成了,那商家干嘛还要跑去美团这类平台买流量呢。」


而从另一层面看,希望连接更多服务、但又只希望扮演连接器角色的微信,此举是为了进一步拉紧品牌商,完善它们在微信生态中的信息和展现形态,让微信生态看上去越来越正规。


随着正规军加入,小程序头部效应的出现,以及微信对诱导分享手法始终如一的剿杀,曾经充斥着微商刷屏广告的不成熟生态已经成为过去。


刚结束的上海站微信公开课,关于小程序的一个重要的议题就是商业化。而微信也在一周前开放了小程序游戏广告组件。


当微信开始开始讨论商业化,说明微信对小程序市场的稳定性已经有了底气。走到这一步,微信用了一年半。


今年小程序生态的发育明显提速了。在去年底之前,很多投资人还摸不准微信小程序是否真能跑的起来。一位开发者曾说,年初公司的财务顾问建议快速去拿如今能拿到的融资,以防之后生态发生变故。但如今,当衍生出号称300亿美金估值的拼多多出现,「微信生态」已经成为热钱追逐的领域。


根据微信日前公布的数据,小游戏平台广告日流水过千万。第一波收割到利益的开发者已经出现了,赚到钱的人由此开始适应微信生态「即用即走」的玩法,而与此同时,另一批,特别是工具类小程序依旧在商业化的路上摸索。


上线16个月后,微信生态内已经有100多万款小程序,超过150万小程序开发者,以及超过5000家第三方平台。


随着更多人入场,微信小程序生态在快速膨胀。人们依旧提出很多质疑,而微信则不断修补增添各种能力。举个小例子,曾有人说在微信内浏览一个网页时,想跳回上一个是否困难,于是微信就出了「浮窗」功能,支持点击后跳回之前选定的界面。


无论微信能否成功,它都是第一个试图突破超级App界限成为操作系统的案例,这场挑战能推进到哪一步,终局值得期待。


小程序开发
标签: 微信小程序
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