The in-depth flow of traffic has become the key to success, and the platformization strategy of giants such as BATT has accelerated. “(ID: QuestMobile) , author: Mr.QM.
Today, Mr.QM will share with you the ecological status of mobile Internet panoramic traffic.
QuestMobile data shows that in the past year, in the state of nearly stagnation in user growth, the monthly per capita use time of mobile users increased by 12.9%, from April 2019 From 128.2 hours to 144.8 hours in April 2020, the in-depth traffic has become the key to success, and the platform strategy of giants such as BATT is accelerating, user mining + traffic distribution: WeChat social traffic, Alipay’s digital life traffic, Baidu’s smart search Traffic and recommended traffic from Toutiao have become a traffic path that players cannot avoid.
Here, applets have become the core display form of traffic distribution on various platforms. For example, the monthly activity of WeChat applets has reached 850 million, and WeChat applets of more than one million There are more than 1,200 programs, and the main distribution areas are life services, mobile video, and mobile shopping. Behind this, it has a lot to do with “epidemic ripening”. For example, the widespread use of health codes and the widespread issuance of online consumer coupons are all Has a great stimulating effect.
The commercialization that complements this is also accelerating, including the increase of platform entrances, video, live broadcast and shopping, advertising, coupons and other gameplay connections and conversions, And the supporting office tools behind the cloud (cloud, CRM, office, user data analysis, etc.), accelerate the expansion of corporate users, overtaking in corners, for example, Pinduoduo, JD.com, and Jingxi are all in the WeChat applet. The number of users in the Alipay applet is also close to 50 million. The flow of Meituan takeaway and hungry in WeChat applet and Alipay applet has even exceeded the APP itself.
How exactly? May wish to read the report.
01 Competition of mobile Internet giants intensified, Building panoramic traffic has become the common choice of giants
1. The competition for mobile Internet traffic is becoming increasingly fierce, and the overall growth of the entire network is slowing, but the length of users and the number of open apps are still increasing, and the in-depth operation of traffic has become a trend
2. The platformization strategy of giants such as BATT accelerates, improves the efficiency of traffic distribution, and deeply taps user value. It is an area where giants are working together.
3. More and more players are joining the battle for panoramic traffic, deploying small programs in the super APP, WeChat relies on social advantages to achieve precise conversion of private domain traffic, Alipay should be upgraded to a digital life service platform, and Baidu intelligent small programs rely on Search helps users get accurate public domain traffic
4. The effect of the mini program to obtain traffic is outstanding. The monthly coverage of WeChat Mini Programs reaches 850 million. The user’s habit of using Mini Programs is further developed. The number of WeChat Mini Programs with a monthly activity of more than 1 million is also increasing significantly
5. In view of different industries, industries such as life services, mobile video, and mobile shopping are hot spots for the layout of applets; WeChat applets started early, and the types of applets are more abundant. Alipay applets are mainly concentrated in the field of life services. Baidu Smart The distribution of applet types is more balanced
6. Platform capabilities are constantly being opened up, and video and live broadcasting have become the focus of each layout. Commercial empowerment continues to be upgraded, and the commercialization process of each small program platform is also accelerating
02 Under the epidemic situation, the small program has outstanding highlights in terms of anti-epidemic, stimulating consumption, brand online marketing, resuming production and resuming production, etc.
1, to help anti-epidemic management
1.1 The health code has become a just-needed application, and the number of users of related small programs has increased significantly, which has made great contributions to the government’s digital epidemic prevention, and has also explored a new path for subsequent urban governance
1.2 Jiangsu government affairs service, Hubei health code, along with bidding and other government affairs mini-programs, after the epidemic, increase the health code and epidemic situation announcement function, the number of users surged
2, help consumption recovery
2.1 The consumption vouchers issued by governments around the country drive consumption, and the small program becomes the main distribution channel, which is convenient for users and the digital management of businesses
2.2 Alipay cooperated with the governments of many places across the country to issue consumer vouchers, covering clothing, food, housing, transportation, etc., which stimulated the recovery of consumption, and further cultivated the habit of netizens using consumer vouchers
3, to help online marketing of brand owners
More and more brands are using small programs to achieve online transformation, through red envelopes, coupons, membership points, interactive mini games, events, advertisements, etc., to achieve in-depth user operations, and thus boost consumption
4. Help to resume work and resume production
Industries with more offline service scenarios such as education, catering, and real estate are greatly affected by the epidemic, and “contactless” services have increased. Small programs have helped these industries move offline scenarios online and promote their recovery >
03 The panoramic ecological multi-dimensional omni-channel entrance, helping enterprises to overtaking on corners and covering more structured people
1, mobile shopping industry
1.1 E-commerce uses coupons, social fission, etc. in small programs, With the help of WeChat’s social traffic to reach more users, Pinduoduo and JD.com’s WeChat applet users reached 100 million level
1.2 Pinduoduo and JD.com have rolled out small program matrices, covering a variety of scenarios such as pinch purchase, bargaining, in-app purchase, and grass sharing to gather users with specific interests to realize traffic
1.3 Jingxi has acquired a large number of young and sinking users on WeChat through social fission, low-price group fights and other play methods, which complements the Jingdong APP
1.4 Suning Tesco’s multi-channel layout reaches different groups, with a total population of 140 million. WeChat mini-programs help the platform reach more female users
2. Life service industry
2.1 The applet has become an important entrance to life service applications. Meituan’s takeaway, hungry? The traffic obtained from the applet exceeds the APP
2.2 The mini-program provides more entrances to typical life service applications such as Hungry, Meituan Takeaway, 58 Tongcheng, etc., and its contribution to its traffic continues to increase
3. News and information industry
3.1 The news and information industry needs to deepen the layout of small programs. Most platform traffic sources are mainly APP. The monthly activity of the State Council’s small programs reaches 60 million, which plays an active role in timely communication of the latest national decree dynamics
3.2 In addition to the small program ecology, Sina News carried out a panoramic traffic layout outside the Weibo site and on the mobile webpage. The contribution of mobile webpages to traffic continues to increase, which is close to 40%
4. Tourism service industry
4.1 Travel service companies have a wide range of layouts and different force-generating channels. Tongcheng accounts for 96% of the traffic obtained by WeChat Ecology, and Feizhu accounts for nearly half of the traffic obtained by Alibaba Ecology. Ctrip and Ma Honeycomb obtain it from Baidu Ecology. More traffic
4.2 The mini-program has a significant effect in helping travel service applications to acquire people with a specific structure. Tongcheng Travel and Feizhu have expanded more female users and low-medium consumers with the help of WeChat mini-program and Alipay mini-program
