Tencent, Ali, Bytes Beating Guild Wars
October 9, Aladdin’s small program data statistics platform released the September 2019 small program report.
The report shows that in September, the small program platform competition did not slow down due to the Mid-Autumn Festival holiday, but it was a fierce battle. In the past, WeChat applet announced the addition of video advertising components and supported the embedding of Tencent live broadcast to break the calm. After that, Alipay’s small program announced that it was connected with Weibo and the byte hopping small volcano video launching program came one after another. With the official release of the Alipay team officially announced that it is fully integrated with Weibo and Tmall, the competition of small programs has evolved into a platform ecosystem competition. The group army play seems to be the mainstream competition mode for the head small program platform.
Before the competition, the competitors frequently acted. In addition to the official QQ small program, Tencent also continuously enhanced the commercialization capability of the small program, and successively launched the embedded video live broadcast, the online video pre-advertising and video. New features such as advertising, open registration of good objects.
With the disappearance of the summer effect, the distribution of the latest Aladdin index TOP 100 list industry is obvious, video small programs occupy the head position of the industry distribution, and the small game declines significantly. The list update rate has steadily increased, and the video-like applet and the small game industry are ranked one after another. It also reflects the industry share of the list update small program.
The following are the key parts of the original Aladdin September applet report and the TOP 100 applet list
01 Core Discovery of the Month
1, Alipay applet upgrade to Ali small program, Alibaba multi-end full empowerment
At the annual summit of Alipay’s small program, Ali officially launched the Star Program and established the Alibaba Small Program Multi-End Alliance.
Ali’s small program matrix is coming. The Alipay ecological application that has been opened by Alipay has reached more than ten items. The Ali system is full of scenes and the whole-link marketing group has gradually formed. The basic development of the business, multi-end launch, the full enjoyment of the foundation of the Ali economy dividend is taking shape.
2, new capabilities are constantly open, small program platform comprehensively enhances business liquidity
The program platforms of various sizes continue to empower the small programs in the platform to accelerate the developer’s commercial liquidity.Bring more benefits.
The ability of commercialization of small programs within the ecosystem to accelerate the implementation of small programs to open up a large ecosystem.
3. The input method platform becomes the entry point of the small program, and the platform enters the era of diversified competition
With Sogou input method, Netease cloud music, 360 mobile assistant, Meituan, etc. become a small program entry platform, there will be more and more different camps in the Internet to build a small program ecology.
For the sake of self-traffic protection and building ecosystems, platforms with large-scale online traffic will gradually try to become a small program entry platform.
4, ETC “grab the people” war again, the small program helps pay the platform layout high-level consumer payment scenarios
On May 28th, the National Development and Reform Commission issued the “Implementation Plan for Accelerating the Application of Expressway Electronic Toll Free Express Charges Service”, which requires that the number of ETC users across the country will exceed 180 million by the end of December 2019. The ETC market has a growth space of hundreds of millions of users. At the National New Office Conference on September 24, Minister of Transportation Li Xiaopeng announced that as of September 18, the total number of ETC users nationwide reached 130.51 million, completing 68.39% of the total issuance tasks, including 53.96 million new users this year. .
For Internet technology companies such as Tencent and Ali, which started C-side business, the payment scenario of car consumption behind ETC is the key point of development, which not only extends their financial services, but also creates a service user for them. The ecological closed loop, through the user travel data obtained by ETC, can perfect their user portraits and achieve more accurate services.
5. The short-selling video program continues to rise, and small programs are changing China’s short video landscape
From the Aladdin’s small program TOP 100 list analysis, the short video small program is on the rise.
Based on social sharing, short videos spread faster with the help of small programs. Every corner of WeChat Eco is gradually infiltrating short video content, and small programs let WeChat lead the trend of short video development, which is changing the short video format in China.
6, small game internal test “subscription message” ability, after the fission “traffic” change “retention”
Many small game developers have received the internal beta notification of the “subscription message”. They only need to perform simple configuration in the background. The small game can push the template message to the user at some key nodes to reach the recalled user. purpose.
From the Aladdin’s small program TOP 100 list analysis, the number of small games on the list is declining, and users are not enough after fission. With the ability to subscribe to messages in small games, the user retention rate or “recall rate” after fission will be greatly improved.
7. Behind the battle of the head of the shared bicycle applet is the competition between Didi and the giants of the US group
From January to September of 2019, the list of TOP 100 shared cycling tracks was not newly listed on the list of green and bicycles. The new street rabbit electric bicycle is also the product of Didi.
Drip and Meituan have increased their investment in the shared bicycle market. The sharing of bicycles is outstanding in the ecological process of small programs.Ranked 8th in the list, up 12 places from August. Behind the dispute between the “Green Trolley Bike” and the “Mobike Bicycle” is the PK of Didi and the two major Internet companies.
8. The community group purchase program list has reached a new high, and the market track has entered the shuffling period
02 Analysis of hot events in the applet industry
WeChat: WeChat applet opens new capabilities for “video pre-posting” and “video advertising” to improve traffic efficiency.
Recently, WeChat officially announced that “video pre-advertising component” and “video ad component” are open to non-game applet traffic owners! Through this new form of advertising, content classes, especially short video content applets, will be able to Get advertising revenue through a richer application scenario.
The “Video Advertise Component” and “Video Ad Component” are now open to non-gaming applet traffic, and the short video applet will undoubtedly benefit the most
WeChat: Small programs can embed Tencent live broadcast to speed up live streaming of social e-commerce
The main WeChat applet in the brand can be embedded with the Tencent Live H5 page. This can not only satisfy the brand owner to open the live broadcast in the small program, but also let them jump back to the live broadcast room.The small program makes it easy for fans to buy goods.
The Tencent live broadcast in the WeChat applet may further detonate the small program e-commerce live.
WeChat: WeChat good property circle open registration, support self-service application and friend invitation two ways
WeChat “Good Things Circle” is officially open for registration. Merchants can create their own circles through self-service applications and friend invitations. “Good Things Circle” will usher in a wave of small registration.
Alipay: Alipay applet will be fully interoperable with Sina Weibo
360: The finishing touch platform fully supports small program promotion and supports B-side developers in all directions
One-stop advertising marketing platform—a major upgrade to the 360-point platform, fully supporting the 360 small program launch, 360 SSP amazing platform will also open 360 small program developers access, Maximize the help of developers to streamline the flow and further improve the 360 small program business ecosystem.
Search advertising, display advertising (information flow, scene display, superior advertising, etc.) 360 advertising PC full traffic scenarios support 360 small program delivery, advertisers can be configured to promote 360 small programs in the process of creating advertisements.
The small program can make the advertisement fall from one-way promotion.The level is for user operations, with the ability to push messages, desktop retention, and scenes to improve the overall effectiveness of advertising.
Jingdong: Jingdong’s purchase will be a small program of WeChat level entry, and create a new model of Chinese e-commerce
Jingdong has purchased the public number and the small program has been renamed Jingxi. Jingdong will upgrade the first-level entrance of WeChat to create a new model specifically for WeChat ecosystem, especially for women and low-line markets. JD.com will use the unique resources of WeChat Tier 1 and the WeChat market to create a new platform that is different from Jingdong’s existing scenes and models.
The strategic position of the purchase will be upgraded to a new height at that time. This change means that Jingdong’s purchase will pose a serious threat to the WeChat-Payment-Third-Party service.
03 Aladdin Index September TOP 100 List Analysis
1. The distribution of the list industry is more dispersed, and the small program covers more industry application scenarios
The distribution of the TOP 100 list industry is more dispersed than that of August. As the basic capabilities of small programs continue to increase, small programs can carry more and more services, and small programs are used in more industries.
The video, online shopping, gaming and lifestyle services programs are relatively well-balanced and industry concentration has declined.
Two educational applets are on the list, and the opening of the school season has led to an increase in the rate of educational programs.
2. The video applet has risen to the first place in the category list, and the holiday effect is obvious. The middle-aged and old-age market has entered the stage of slaughter
The video class has significantly improved its ranking and rose to the top of the category.
From the new video clips, Teacher’s Day, Mid-Autumn Festival and the upcoming National Day will bring blessings and positive energy promotion video sharing.
From the head video applet,Vertical network video small programs account for a relatively high proportion, small rice cake +, ticket circle video, comrades video, etc., the sinking of small programs brings a large number of silver traffic, the middle-aged market enters the stage of killing.
3, summer effect disappears, sinking market force, small games continue to be hot
The list rate continues to dominate the list of small games, as the summer holiday ended with a significant decline.
From the distribution of small game segments in September, the number of intellectual games has soared, the sinking market has replaced the summer effect, and the small games have remained hot.
4. The list update rate is steadily picking up, and video and games are the most competitive industries in the head business
In September, the update rate of the small program TOP 100 was 25%, which was slightly higher than that of the previous month. The competition among the small program companies was still fierce.
This month’s video and mini-games have the highest rankings, and they are also the first and second in the list, indicating that video and games have already gained a lot of users. The competition between head companies is not intense. .
5, small games and “hot” topics are closely connected, “retention” is the key
This month’s list of small programs is mainly concentrated in games, online shopping, video, photo photography and other fields. The update rate of small games is extremely high every month. The summer water park games are listed as a group, small games and “hot.””Real-time” topics are tightly connected, but the heat is not sustainable. Developers should consider how to change from “flow” to “retention” thinking.
6. Head companies are stepping up the layout of small programs, and new companies are exploring unique business models
From the perspective of the head module product matrix, the head enterprises are mainly Internet companies, and they are actively deploying small programs to step up competition for this emerging market. At the same time, there are a number of enterprises that have been bred from the small program ecology like Hunan Fun Age Network Technology Co., Ltd. and Guangzhou Small Pot Network Technology Co., Ltd., and are exploring a unique business model, the Nugget applet ecology.
04 Aladdin Index’s September growth list TOP 50 list
1. The life service applet leads the way, and the integration of applets and various scenes is gradually accelerated
The replacement rate for the TOP50 of the Aladdin index growth list in September was 92%. Judging from the industry distribution of the growth charts in September, the top-selling mini-games last month showed a significant decline in the number of listings with the end of the summer. There were only 7 small games on the list this month. The life service and video applets were the most on the growth list this month. The life service applet has more than doubled the number of the previous month. The small programs on the service list are distributed and shared. Cycling, job hunting, moving freight and other fields indicate that small programs are being used more and more frequently in people’s daily life scenes. 
2, life service, online shoppingThings and tools have a lot of room to rise, and small programs are gradually returning to commercial essence
From the growth list of September to the TOP100 small program industry distribution, life service, online shopping, and tools still represent the future development trend.
This month’s growth list of small programs entered the TOP100 list with a 58% ratio, of which the new TOP100 list was as high as 86.2%. The growth chart has a greater impact on the distribution of the TOP100 list industry. 
Top 100 list this month
TOP 50 Growth Chart this month
