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In April of this year, the QQ applet was tested online on the Android side, and its ability to support sharing to the QQ space became a hot topic at the time.

After 3 months, a small number of small program teams, such as small punch cards and confession villains, have obtained the “one-click publishing and speaking” internal test capability. The content published by users in the QQ applet can be synchronized to the space with one click. At the same time, in the space to talk about the position of the horizontal slide bar at the top of the personal homepage, the display position of the QQ applet has also been added, which is to guide the user to express the story through the small program.

After the Aladdin Innovation Conference on August 29th, the QQ Eco-industry Ecology Leader shared the summer, and the “Advertising Little Man” applet was accessed within 5 days after accessing the “one-click speaking” ability. DAU has grown more than 230 times, and the traffic exposure capability of the new interface is evident.

The iron needs to be hot. Recently, the QQ small program official announced the full-featured ability of “speaking through the small program and one-click”, and let the developers of multiple high-exposure positions in the QQ space, and based on this ability, launched the “additional openQzonePulish ability small program support plan”. (hereinafter referred to as “the plan”), intends to further promote the ecological development of QQ small programs.

Space: Sharing life and keeping small programs?

What did the Plan say?

There is a lot of content inside, but there are two things, that is, how to be included in the plan, and what support can be obtained after the plan is selected.

How to be selected? First, it is necessary to comply with the “QQ Small Program Platform Operational Specification” and “QQ Small Program Design Specification”. This is actually not a requirement, because most developers’ small programs have already done it; Second, the qq.QzonePublish SDK has been accessed, but this is the key, but you can click on it; Third, there are other considerations, including:

Request to say the button placed on the home page of the applet or submitted paTh page, support can be directly from the current page to talk about the interface (special circumstances, need to be specified in the mail);

You can’t have ads on the path of the operation, jump to other applets, or jump to the H5 and other pop-up block forms;

Features are free to open and may not be used in other paid forms such as points, coins, etc.

When the applet is selected, the developer’s applet can enjoy resource support including quick review and traffic exposure. The quick review of the small program is clear to everyone. It is not mentioned here; the traffic exposure is worth mentioning. It is based on the weekly unit, the traffic is given by data feedback, and the multiple ratios such as click rate and publishing rate and retention are used as reference. Standard, dynamic adjustment of position, implementation of the last elimination, sequential replacement system.

I have to say that the QQ small program this hand traffic strategy is very slippery. It captures the traffic issues that are of most interest to small program developers. In exchange for tens of thousands of daily exposures, developers only need to guide users to use the “one-click publishing” feature.

For developers, access to this ability has the opportunity to get high exposure. Even if the standard is not met, the worst result is not exposed, or eliminated to the original state; for the QQ platform, Promote the development of QQ small program, and the content it produces can also feed back the content ecology of QQ space, which is indeed a win-win situation.

We mentioned earlier that the QQ applet opens the “one-click publishing” feature to give the small program developers more high-exposure positions in the QQ space. This statement is by no means targeted.

First, Tencent’s second quarter earnings report for 2019 shows that the smart terminal in QQ space has reached 550 million monthly, which is undoubtedly a super traffic pool. In addition, the China Internet Development Report 2018 published by the Internet Society of China also showed that QQ space ranked second in the most used social applications, accounting for 64.4%, the first is WeChat friends circle, accounting for 87.3%.

Secondly, according to the “95 post-new generation social & entertainment preference report” published by Penguin Zhikuo, after 95 (QQ main user group), the monthly average number of talks was 63.5%. The social exposure of space talks should not be underestimated.

Surely, the opening of multiple locations in QQ space can give small program traffic blessing, but from the current growth of QQ and QQ space, this kind of blessing seems to be insufficient.

Tencent’s second-quarter earnings report also showed that QQ’s monthly active accounts were 808 million, up 0.6% year-on-year, but down 1.8% from the 823 million in the first quarter. The number of monthly active accounts of smart terminals in QQ space decreased by 3.2% compared with the previous quarter.

Two core data, both QQ and QQ space are falling.

“Share life, keep moving”, this is the slogan of QQ space. Nowadays, with the closer connection between QQ space and small program, the character ability of QQ space may have to be increased, that is, ” Share life and keep QQ small program.” But combined with the indisputable fact that the core data of QQ space is falling, the QQ applet may not be so easy to retain and support.

Difficult to solve the “middle-age crisis”, but can solve the problem greasy

The launch of the QQ small program, and the head of the QQ product, Zhang Hao, on the “small program is the basic ability of the future QQ”, made many media interpret the small program as the key to “QQ crack middle-age crisis.”

What is the “middle-age crisis” of QQ? In this regard, we first reached the following consensus, QQ’s “middle-age crisis” is the decline of QQ users growth or even decline. The solution to the crisis is to reverse the downward trend and achieve positive growth. So can the QQ applet take on this responsibility?

But before answering the above questions, let’s first take a look at how QQ has dealt with the “middle-age crisis” in recent years.

At the Tencent Global Partner Conference in 2016, QQ demonstrated its “Entertainment Social Ecology” concept, positioning QQ as providing entertainment content to younger users. Therefore, we have seen many aspects of entertainment products such as Now Live, QQ Watch, Day Track, Expansion, and Interest Horde appear in Q.

After 2 years, Tencent, after the “930 change”, officially integrated QQ, QQ space and multiple digital content businesses into a new platform and content business group (PCG), “Social + Content” It has become the development strategy of QQ in the future.

The concept of “entertainment social ecology”, the development strategy of “social + content”, promotes QQ to become a pan-entertainment platform integrating comics, information, video and social. It is fully functional in decent words. To be honest, it is too bloated. And this “bloated” still failed to reverse the decline in QQ core data.

After watching the development of QQ in recent years, now we can go back and formally answer the question “QQ small program can take the responsibility of cracking the ‘QQ middle-age crisis’.”

Unlike the WeChat applet “connecting online and offline”, the QQ applet is more responsible for the QQ “plug-in” role, which is an extension of QQ’s ability to meet the needs of more young people for fun and fun. Therefore, the QQ applet and QQ used to save the Now live, QQ watch, expansion, interest tribe and other entertainment products, the role function is the same, are to further build QQ entertainment social ecology.

In addition, QQ’s young positioning makes it impossible to use a small program to reach the rising silver-haired group like WeChat. Small cakes, sugar bean square dance, blessing circle and other small programs focusing on middle-aged and old people can play in the WeChat ecological play, but they are destined to make waves in the QQ ecosystem, even if they really want to come in” Do things, but they have to pay a price. After all, young people are not good at these teams (in fact, these teams have not entered the QQ ecosystem).

In other words, the role of the QQ applet on the QQ platform and the positioning of the QQ platform together restrict the QQ applet to enable it to play.limited ability.

In summary, small program is difficult to understand QQ’s “middle-age crisis”, but if you look at the social life of rich QQ users, QQ small program can solve the “middle-age greasy”.

QQ applet opportunity

Although QQ’s small program is difficult to solve the “middle-age crisis” in QQ growth, it is opening the door to the business of young people after 95s and 00, which will further promote the commercialization process of QQ.

In the “Tencent Global Digital Ecology Conference” in May this year, Tencent Vice President Liang Zhu had revealed the future style of play and commercialization of QQ.

Among them, the QQ game center upgraded from the original QQ space H5 game is online. Liang Zhu said, “The platform will use 1 billion of traffic to promote and distribute small games. Through these, we will be able to achieve a commercialization share of 1 billion.” According to data released on the spot, QQ space H5 games The monthly users have exceeded 300 million, and the income of various head products has exceeded 10 million.

Not only that, at the Aladdin Innovation Conference in August, Xia was also sparing no effort to promote the QQ applet. He said that the QQ applet has four advantages:

First, cold start traffic support, we rely on recommendations, group labels, leaderboards and other scenarios to intelligently provide initial exposure resources;

Second, diverse social communication, lifting the barriers to communication (opening WeChat, QQ two big traffic pools, users can not only share small programs in QQ group chat, QQ space, but also through WeChat chat, circle of friends and public number Diverse social communication);

Third, rich interface capabilities (including but not limited to the aforementioned sharing, template messages, one-click speaking and other capabilities);

Fourth, innovative commercial empowerment, such as small program advertising, support for buying promotions, and Tencent’s “Double Hundred Plan”.

From this series of actions, Tencent’s support for QQ small programs is obviously higher than the original WeChat, which is really placing the QQ small program in an extremely important strategic position. As Zhang Hao, head of QQ products at Tencent, said, “We will define the small program as a very basic capability for the future QQ. It is an enhanced ability to give our partners creativity.”Rong>

In addition to platform resource support, the external market also passed the series of actions to pay attention to the QQ small program. For example, the small program service providers such as the instant application began to access the QQ platform to provide QQ small program development services for entrepreneurs; and Aladdin, who originally only used the WeChat small program data statistics platform, announced the launch of the QQ small program system in August. Recently, it has started to test the QQ game data statistics platform.

In this regard, Aladdin founder Shi Wenlu once said: “More and more developers have expressed to Aladdin the big data analysis service that needs QQ. Aladdin is also responsive to the wishes of developers and hopes to do more of these. Developers provide big data services in the development of multiple platforms.”

Although starting the small program strategy two years later than WeChat, from the current situation, QQ can be said to coincide with the right time.

Tianshi, The small program market maintains rapid growth and remains an incremental market; 地利, QQ itself has 800 million monthly living data, while opening up 1.1 billion months Live WeChat, the small program backed by two large traffic pools can speed up and start; People,, a large number of entrepreneurs, service providers are optimistic and influx, and jointly build a QQ applet ecosystem.

Heavenly and well-placed, and the QQ small program will open up its capabilities in the future, and its rules and boundaries will be expanded and extended. It is worth looking forward to.

The cover image is from: pexels