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当前位置: 首页 > 售后 > 艺源智库
小程序驱动微信生态?这也许是微信伟大的构想和探索
时间:2019-01-05 11:57:55
文章发布:李阳
原创作者:未知
来源:互联网

自从小程序上线后,用户和从业人员对小程序的认知和解读不断的发生变化,从看好到看衰到再次看好,心路历程跌宕起伏。


微信生态这个词被越来越多的提及。之所以称之为生态,是因为它是健康的、包容的、能带来更多生命的。


虽然微信却只是一个社交软件,但目前微信已不再只是一个产品,它已发展成有创造新生命能力的生态系统。


成为一个生态,需要两个基本条件:「生命」和「生存环境」。生存环境是基础,生命是生态存在的证明。


张小龙在阐述微信的理念时说,微信所要打造的是一片森林。森林是一个环境,能让所有的一些生物或者动植物能够在森林里面自由生长。


小程序驱动微信生态?这也许是微信最伟大的构想和探索-艺源科技


小程序也符合微信的这一理念。事实上,在小程序上线的一年多时间,微信围绕小程序开发生态主要经历了 2 个阶段:第一步是造「森林」,于是整个 2017 年微信不断释放小程序功能,平均一周半发布一次新能力,从而从让小程序的产品形态展现出来;第二步,是「培育物种」,让更多的开发者可以在其中自由开发产品,引爆与变现,于是小游戏等类目开放,小程序的广告、小游戏的分成机制被加入。


当然,以产品方式来催发一个行业,仍然是微信以往擅长做的事情。但从微信支付开始,微信似乎也认识到,一个行业持续繁荣、从业者的汇聚需要微信直接走进行业参与激励和支持。


小程序的引入,让微信生态的这两个基本条件趋近于成熟:微信有了成为一个操作系统的可能。


小程序给微信生态带来更多的变现可能,这里就不得不提一下小程序带来的「两个增量+一个变化」。


增量一:电商增量


电商开始向三四五六线城市发力,开拓了5亿的市场增量,这背后是自媒体、知识付费、拼团以及门店商家的崛起。目前电商正在迎来以移动社交为轴心的增量市场。如今每天近10亿人微信用户贡献8亿笔微信支付订单,移动互联网俨然成为中国人的第二生活。


增量二:线下增量


虽然移动电商已经普及开来,但线下市场仍占主导地位,把握着超过社会零售总额85%。现在挣个线下市场也在不断互联网化,整个人、物、场的内容丰富度都在不断提升,给线下零售市场带来了新的机遇和空间。


一个变化


消费升级让过去围绕拼价格、比渠道「货」做生意,变成如今开始要围绕「人」做生意,基于社交网络、口碑推荐带来粉丝喜欢的内容、商品乃至生活方式,把单客经济做到大化。


商业价值可以驱动生态动起来,小程序放大了微信的商业价值。


微信从开始的连接人与人到连接人与人与内容的过程,已经展现出它巨大的商业价值,根据统计的公众号融资数据,仅去年一年就有超过100个公众号融资过千万,这还仅仅是内容生态。


因为小程序太适合电商了。如多个做电商「暴利」的公众号,早一点有石榴婆和于小戈,近一点有一小时销售300万的包先生。


除了电商,2017年5月摩拜曾称有一半的新用户是来自小程序的;2017年一天上线的小游戏,在春节就拿到了耐克2000万的广告投放;2017年一年,小程序累计获得的融资达到7亿,像小充电、小睡眠、小打卡、递名片这些小程序,均为工具类。


从内容到电商到工具,小程序的加入让微信的社交生态变得更具价值,这个商业价值开始驱动微信生态全面动起来。


小程序开发
标签: 小程序
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