The small program ecological competition is upgraded.
On November 5th, Aladdin’s small program data statistics platform released the October 2019 small program report.
The report shows that in October, not only did the National Day holiday bring the growth of small program active users, but also the new platforms are releasing new capabilities.
In terms of large companies, there are QQ applets that are fully open to the ability to “send a small program through a small program” to bring new traffic to the blue ocean, followed by Alipay “recommended after payment” “The ability is fully launched; WeChat is the signal to release the subscription message, industry assistant applet and other functions in succession;Vibrot also added a small program desktop in October, and launched a small K-small program. Further complete the business logic closed loop.
While the platform continues to introduce new capabilities, it is also stepping up its support for developers. WeChat is holding a “small program·cloud development” technology summit, and Alibaba has also announced the creation of an “ecological incubator community”. On the way to promoting ecological development, each has stepped up its layout.
These families still show your attitude of singing and playing, and the competition is constant. In the face of several major Internet giants constantly improving the small program ecology, the late US group small program was also launched in October to promote the ecological competition of small programs to upgrade.
Specific to the Aladdin small program list in October, the industry distribution has changed significantly,The online shopping applet has returned to the industry distribution head position, life service performance Outstanding, the video category and the tourism category have dropped significantly. In the segmentation field, the charging demand brought by long vacation trips makes the charging tool small program rise significantly on the list. The industry distribution of the new list of small programs shows that in response to the double eleven preheating effect, the number of new online shopping gadgets has soared, which is also reflected in the industry share of the list update small program.
The following is a key part of the original Aladdin September applet report and the TOP 100 applet list
01 Core Discovery of the Month
1. More and more perfect operation service system to help small program operators improve their operational management level
You can use the “Industry Assistant” to learn about the small program’s industry assessment, key indicator display, operational improvement suggestions, industry case information and capability opening guidelines. data.
Through the WeChat industry assistant applet,Small program operators can quickly get first-hand small program operation experience, industry trends and latest gameplay.
2, users grasp the initiative of message subscription, improve user retention needs more humanized and refined operation
For users, the update of “subscription message” means mastering the initiative of message subscription.
For developers, small programs begin to move toward humanization and refined operations to enhance user retention.
The “Subscription Message” cancels the restriction of push messages within 7 days, and the push time is more flexible and can meet the diverse service needs.
3. The application of cloud service capabilities in development services makes it easier to apply small programs in various industries
Tencent Cloud has standardized the various vertical functions of small programs on the technical level, and is being used by WeChat ecosystem developers to gradually move from individual developers to B-side enterprise developers.
Small Programs·Cloud Development is not only a back-end service, but also a WeChat ecosystem solution. “Small Programs and Cloud Development” is not only a “tool” in the hands of developers, but also a professional production tool to promote business growth in various industries.
4, WeChatBlocking the external chain, H5 and APP market will return a large number of small programs, small program e-commerce welcomes spring
On October 18th, WeChat upgraded the WeChat External Link Content Management Specification and officially implemented it on October 28, 2019.
The small program will gradually become the infrastructure for e-commerce to trade and fission in the WeChat ecosystem. As the small programs become more mature and extensive, they are too scattered and uncontrollable Span> Unhealthy outer chain should be cleaned up moderately. The release and implementation of the WeChat External Link Content Management Specification will reduce some of the spam and invalid information, avoiding the deception of some people, and also purify the network environment to a certain extent, while leaving their own traffic in the e-commerce In the program, weaken the external chain such as H5 and APP, and strengthen the self-owned ecology of WeChat.
5, WeChat advertising multi-ability upgrade, help online shopping gadgets prepare for the upgrade of dual eleven WeChat advertising products
6, small game users reach and promote communication ability, new gameplay to get new traffic
Small game “game replay” increase traffic: While playing small games, users can share game video content directly to friends, so that more people can participate in the game and increase the game experience. It can more intuitively present this small game screen to the user, which brings new traffic, increases user usage time and increases user stickiness.
7. During the National Day holiday, small programs such as travel and entertainment are highly sought after, and small programs are connected in series to create a number of fragmented application scenarios
8, Didi is officially programmed in the WeChat portal, and WeChat payment “Twelve squares” are all upgraded to small programs
02 Analysis of hot events in the applet industry
WeChat: WeChat applet continues to release new capabilities, improve operational services and users, and cover more scenarios
QQ: The QQ applet is fully open to the ability to “speak and talk through the small program”, and the new portal brings new traffic to the blue ocean
QQ small program officially announced the ability to “publish a small program through a small program,” to give developers multiple high-exposure positions in the QQ space, and based on this ability to launch “new openQzonePulish ability small The Program Support Plan will further promote the ecological development of the QQ small program.
Backed by 800 million blue oceans, plus a centralized but more open traffic portal, the QQ applet is probably one of the most unprofitable bonuses.
Alipay: Launched the “Business Member Card” after “Light Member” to help merchant members to promote new promotion
Alipay has frequently operated in the field of member marketing, and launched the “light member” and “merchant membership card” functions in turn. This is a member marketing tool that combines the two business capabilities of Sesame Credit and Huali, without the user having to pay. You can enjoy the membership rights first, then settle the membership fee, and you can directly enter the small program from the home card package, improve the member repurchase rate, and further improve the marketing flexibility of the merchant members.
Meituan: The US group APP program is launched to help build a life service O2O business closed loop
The US group APP program has been launched. This is the 10th platform to join the “small program battle” after the 9-size program platform such as WeChat, Alipay, Baidu, and today’s headlines. 
Vibrato: Add a small program desktop, collection function, fill the user retention link
Try more: With the small program traffic bonus, the market value counterattacks Chao Jingdong, all over the bodyInternet Top Four
After October 24th, US time, the stock price rose by 12.56%, and the market value surpassed Jingdong, ranking fourth in China’s Internet.
From January to October 2019, a lot of small programs ranked in the top three in the Aladdin Small Program Index rankings, and ranked in the top TOP1 position in the past three months. The characteristics of the small program low threshold and the heavy social cross are fully reflected in the fight.
Weibo: The search page has a new “small game” entry, which greatly expands the use of Ali applet
Alipay and Weibo are fully open, and Weibo’s heavy traffic portal makes Alipay’s “flow pool” more and more abundant. Alipay, as a national payment app, has a strong scene change and enriches the way microblogs are realized.
Currently entered through “Discovery – Small Games”, the mini-games are displayed in a list, and there are also recommended places.
360:360 small program payment function invites testing to help game developers realize liquidation
Jingdong: Jingxi completes the WeChat level 1 entry switch, and Jingdong social e-commerce layout takes a leap step
On October 31, Jingdong, the social e-commerce platform of JD.com, officially opened the WeChat level entrance. Consumers only need to click on WeChat.- Discovery-shopping can access Jingxi. This also announces that Jingxi has completed the global strategy at the WeChat level entrance, mobile QQ, Jingxi small program, Jingxi APP, Jingxi M station, and fan group 6 mobile terminals. Layout.
03 Aladdin Index September TOP 100 List Analysis
The number of small games has rebounded slightly, looking for categories to rise, and casual games entering new wars
The TOP100 list in October involved 12 industries, reducing two industries (education, government affairs) from last month. This month, the industry with the largest number of online listings is online shopping, life services, and games. Among them, from the list of small games, there are three types of games that are looking for a small game. From the perspective of the entire industry, a large number of small games of this theme appeared in the past two months, and small games entered a new war.
The online shopping applet is the number one player, and the small program has become an indispensable participant in the e-commerce promotion section
The online shopping applet entered the double eleven pre-heating, and several online shopping gadgets were on the list. The online shopping category became the largest industry in the TOP100 list this month. At the same time, the largest number of small programs that rose by 10 or more were also online shopping gadgets. The double eleven snap-up battle kicked off in advance, and the small program has become an indispensable participant in the e-commerce promotion section.
Life ServicesThe number of listed tops has risen, and small programs are basically integrated into people’s daily lives
From January to October 2019, the number of life service small programs on the list has steadily increased. At present, small programs have been involved in all aspects of people’s lives. Basically, small programs can be used to solve various demands in life. .
The update rate is still high, and the small program with relatively simple gameplay and content still has a follow-up phenomenon
In October, the update rate of the small program TOP100 list was 25%, still staying above 20%.
This month’s online shopping and games are the highest in the list. The hottest games in the last month have not lost this month. At the same time, there are new games such as “The Strongest Findings” on the list. Non- is often fierce, and we see that there are still follow-ups in small programs, especially small programs with relatively simple gameplay and content.
Small programs can quickly ignite popular themes, giving great opportunities to developers in the mid- and long-tails, but can’t ignore how to “retain”
The hot-selling games and vertical video programs that were popular last month have been listed this month. At the same time, there are also small programs with the same content and gameplay. The popular categories continue to be hot. Small programs can quickly detonate subdivisions and give huge opportunities to medium and long tails, but developers should pay attention to how to “retain” while paying attention to “flow”.
The number of companies with product matrices is increasing, and new and head Internet companies are actively exploring alternative business models
In October, there were 13 companies in the TOP100 list that involved product matrices, and the number of companies increased further. At the same time as the number of new types of enterprises increases, the Internet head enterprises such as Didi and Tongcheng are accelerating the layout of the small program product matrix. The small program is different from other Internet products and has a new operating model. Both new and head Internet companies are active. explore.
04 Aladdin Index’s September growth list TOP 50 list
The online shopping applet is unique, and the double eleventh promotes the eve of the small program e-commerce ready to send
In October, the replacement rate of TOP50 in the Aladdin index growth list was 90%. The small program in the head of the growth chart still has a high replacement rate. At the same time, we see that 10% of the small programs can maintain high growth for two consecutive months. .
In terms of industry distribution, online shopping small programs accounted for 28%, a total of 14, and the double eleventh promoted the eve, the small program e-commerce continued to move, ready to go.
Growing list shows the development trend of the industry, the future small program industry pattern still has large variables
In the October growth list, the TOP100 small program industry is distributed. Online shopping, tools, and life services are the top three areas, and there is great potential for development in the future.
In October, the list of TOP100 on the list of growth charts was 35%, of which the growth of online shopping and life services was good and the rate was high. Tool tools were ranked before the growth list Columns are an important direction for future outbreaks.
Top 100 list this month
TOP 50 Growth Chart this month
