Small programs, fast applications, and the power of enclosure movements have begun to appear, and competition in mobile games, life services, and digital reading industries has intensified.
Editor’s note: This article is from WeChat public account “QuestMobile” (ID: QuestMobile), author Mr.QM. The original topic “QuestMobile2019 mobile Internet panoramic ecological report: the total stagnation, platform + small program / fast application + enclosure segmentation power show, how do different industries bet?”
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QuestMobile data shows that since the first half of the year, domestic mobile Internet users have reached a peak, currently maintaining at 1.134 billion, and the growth has also entered the 1st era. Behind this, the growth of the big platform is coming to an end, and WeChat has even experienced monthly negative growth. This also forced the giants to lay out small programs, deepen the distribution value and user value, WeChat applet, QQ applet, Alipay applet, Taobao light shop, headline applet, vibrato applet, Baidu smart applet, fast Application… Lively!
In addition to the platform + small program + enclosure segmentation, the overall industry, changes also reappear, compared to August 2018, August 2019 data show that mobile games, life services, digital reading industry competition Intensified, mobile shopping is further concentrated in the head. Behind this, it shows the power of each platform + small program.
For example, WeChat applet, focusing on mobile shopping, mobile games, life services (about 16.7% each), 94% of the same trip, 63.1% of the US group, and nearly 28% of Jingdong users from WeChat Procedures; Alipay’s small programs focus on travel services (23.3%), travel services (20%), and life services (20%); Baidu’s smart gadgets focus on mobile video (16.7%) and mobile shopping (13.3%).
This has also led to the emergence of differentiation in different industries, such as life services, travel services, news, and often closely related to giant programs, but the automotive service industry often cooperates with terminal manufacturers to apply APP and apply quickly. The effect is equally good.
How to do it? Let’s watch the report!
Mobile Internet giants have upgraded from traffic competition to platform competition, and panoramic traffic layout has become a trend
1. China’s mobile Internet users are over 1.13 billion, and the growth rate is gradually slowing down. The acquisition and competition in the industry is becoming more and more serious.
2. The giants are also facing growth pressure. In order to improve the distribution efficiency of traffic and deepen the value of users, the giants have laid out small programs, and the platform competition has become more intense.< /strong>
3, the advantages of different platforms and typical usage scenarios are different, companies can choose to layout single platform or multi-platform collaboration according to their own product features< /strong>
4. Super-platform not only brings traffic to products within the ecosystem, but also opens up empowerment to other products and individual entrepreneurs, giving them more opportunities for development
5. In the giant small program “Nuggets”, the layout of the panoramic ecology has become the industry consensus, the number of companies joining the panoramic layout in 2018 to 2019 increased by 21.3%, while More than 21% of apps with more than 2 platform layouts
6. From the distribution of typical small program platforms, the mobile platform and mobile video applets are all platform layout; small games are still a major focus of WeChat applets; the automotive service industry is Great development in Alipay and Baidu applets
Who can give priority to the panoramic eco-flow bonus?
1. Tencent’s typical players are given priority to get WeChat traffic bundling. WeChat applet has become an important traffic for these applications. Source
2, Alipay applets connect with commercial consumer and lifestyle services to help Ali system APP get different channel traffic
3, Baidu smart applet uses search technology, information flow recommendation and other smart technologies to help typical communities and videos. Content product development
4, the user’s channel selection is more diverse, and the APP and applet flow between the giant ecosystems in the panoramic traffic is more Active
5, bytebeat builds a small program matrix, supports multi-end online, saving developers a lot of manpower and time
6, fast application relies on smart terminal, also has the characteristics of fast online development and low development cost. A quick layout app that attracts targeted audiences across different channels and different channels
Different industries are beginning to differentiate, layout focus and traffic acquisition are closely related to the ecosystem platform
1. The mobile video industry has shifted from the original wait and see, and the head companies have completed the small program layout. /strong>
Video as a content platform that expands user coverage with unique traffic layout. Mango TV has more than 250 million monthly active users through multi-channel layout. WeChat applet attracts more male users over 25 years old
2, the small program gives the mobile shopping industry more user development opportunities, mobile phone Taobao, fight a lot of small Program users are over 100 million in size
The Baidu smart apple has brought considerable active users to Suning Tesco during 618 >
3, the automotive service industry is working closely with terminal vendors, although the head office has also carried out a panoramic traffic layout. However, the current traffic share is still low.
Multi-channel layout in the automotive service industry can reach different structural groups; car homes are actively deployed, monthly active With 220 million users, its fast application traffic has reached 13.6%, attracting more OPPO terminal brand users and attracting more women< /strong>
4. The service support industry has received significant traffic support from WeChat applet, and some WeChat applets are active users. Account for Super APP, Alipay and Baidu Smart Apple are waiting to be further developed
The US group take-outs effectively get more new users through small programs, and the user overlap is low, forming an effective complement with APP< /strong>
5. In addition to the layout of small programs, the digital reading industry has more diverse sources of traffic, and more players in the industry rely on mobile Exclusive traffic on webpages, off-site H5, etc.
In addition to public traffic portals such as applets and apps, Lian Shang has built a traffic matrix through terminal collaboration to reach different structures. Crowd
6. The news traffic industry’s panoramic traffic layout chooses WeChat applet platform mostly, in the news industry of the WeChat small program layout Tencent The head advantage is more obvious
Super App leverages the power of super-flows to streamline traffic with small programs to retain users and re-create users Value, while also creating more stream advertising revenue
With UC browsers and other channels reaching users, UC information active users reach 400 million. More than 200 million users in UC
