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「我的小程序」發(fā)布,微信吞噬移動(dòng)互聯(lián)網(wǎng)進(jìn)入深水區(qū)
時(shí)間:2019-01-05 11:53:35
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

近期2個(gè)月,微信小程序正密集突破那些「人們以為的」它的邊界,或者說(shuō)自我桎梏。比如全面開(kāi)放包括游戲類目在內(nèi)的小程序廣告組件,新增支持從App挑戰(zhàn)小程序,開(kāi)放品牌搜索……


7月13日,微信iOS新版又發(fā)布的「我的小程序」入口,換種說(shuō)法,即是自小程序2017年1月上線以來(lái)開(kāi)發(fā)者一直期待的小程序「收藏夾」。


這一系列動(dòng)作背后,微信是在為小程序全面商業(yè)化,以及操作系統(tǒng)化鋪路。


迅速變化中的微信


「我的小程序」發(fā)布,微信吞噬移動(dòng)互聯(lián)網(wǎng)進(jìn)入深水區(qū)-藝源科技


相對(duì)于去年,今年上半年小程序入口的開(kāi)放節(jié)奏似乎在放緩,一種說(shuō)法是微信在「憋大招」,單看進(jìn)入5月后小程序的一系列動(dòng)作,這種猜測(cè)也得到了驗(yàn)證。


微信開(kāi)發(fā)者圈中早有傳言,下拉欄的改版會(huì)在今年5月上線,屆時(shí)下拉欄的容量會(huì)擴(kuò)大。不過(guò)這個(gè)更新的落地延遲到了7月中旬,而形式也更令開(kāi)發(fā)者驚喜,即是剛發(fā)布的、出現(xiàn)在下拉欄中的「我的小程序」入口。


在剛更新的微信iOS更新至6.7.1版本中,微信首頁(yè)的下拉欄入口新增了「我的小程序」入口,位列既有的「近期使用」入口之下,用戶可以在這個(gè)入口添加50個(gè)小程序。


可以把「我的小程序」看作一個(gè)收藏夾。就像開(kāi)發(fā)者希望有朝一日朋友圈能對(duì)小程序開(kāi)放一樣,收藏夾性質(zhì)的「我的小程序」,也是自微信小程序上線初期,就被期待的入口。雖然因?yàn)槌珜?dǎo)去中心化邏輯,微信大概永遠(yuǎn)不會(huì)為小程序開(kāi)個(gè)「應(yīng)用商店」,但收藏夾已經(jīng)是迄今為主出現(xiàn)具有聚合效應(yīng)的入口。


相對(duì)于「近期使用」,它更能好地保存對(duì)個(gè)體用戶具剛需的小程序,直接作用是提高這部分小程序的留存和轉(zhuǎn)化。而相對(duì)于「星標(biāo)小程序」,「我的小程序」入口使用門(mén)檻更低,且把重點(diǎn)收藏的小程序數(shù)量從10個(gè)提升到50個(gè)。


雖然「我的小程序」入口流量效應(yīng)如何,還需要時(shí)間跑出更多數(shù)據(jù),但它的重要性已經(jīng)毋庸置疑。在微信小程序迄今為止開(kāi)放的64個(gè)入口中,下拉欄的流量排名第二,僅次于位列第一的群聊入口。


吞食一切的操作系統(tǒng)


就像百度App做小程序是希望把自己的邊界從搜索引擎拓展成超級(jí)工具集合體,支付寶做小程序因?yàn)椴⒉幌胫共接诮灰坠ぞ撸⑿磐瑯釉噲D突破社交的基因。


「微信本身是一個(gè)社交工具,它連接人與人,人與服務(wù),從目前來(lái)看,微信小程序大部分的流量都來(lái)自于社交,但我們的愿景不僅僅在于社交,我們希望有搜索,通過(guò)掃碼?!刮⑿砰_(kāi)放平臺(tái)基礎(chǔ)部產(chǎn)品經(jīng)理陳浩,在近期的微信公開(kāi)課上對(duì)媒體表示。


你會(huì)發(fā)現(xiàn),「搜索」以及幫助線上應(yīng)用從線上蔓延到線下場(chǎng)景的「掃碼」,分別是中國(guó)互聯(lián)網(wǎng)另外兩大巨頭百度和阿里的基因所在。


除卻「我的小程序」,7月的前兩周,微信還放出兩個(gè)重磅消息:品牌搜索及小程序廣告組件的全面開(kāi)放。


品牌搜索的開(kāi)放,進(jìn)一步釋放出微信有意成為操作系統(tǒng)的信號(hào),在微信官方的定義中,品牌搜索會(huì)給商家品牌官方區(qū)和微主頁(yè),后者是包含品牌介紹、主營(yíng)產(chǎn)品、服務(wù)、聯(lián)系方式等信息。這看上去是不是很像個(gè)移動(dòng)版的簡(jiǎn)版官網(wǎng)?在PC時(shí)代,這樣的事,是由百度承擔(dān)的。


一位行業(yè)內(nèi)人士評(píng)論,小程序?qū)扔械碾娚?,以及O2O巨頭都是威脅?!干碳疑暇W(wǎng)的第一訴求就是引流,如果品牌搜索、附近搜索、附近的小程序都做起來(lái)了,用戶習(xí)慣養(yǎng)成了,那商家干嘛還要跑去美團(tuán)這類平臺(tái)買(mǎi)流量呢?!?/p>


而從另一層面看,希望連接更多服務(wù)、但又只希望扮演連接器角色的微信,此舉是為了進(jìn)一步拉緊品牌商,完善它們?cè)谖⑿派鷳B(tài)中的信息和展現(xiàn)形態(tài),讓微信生態(tài)看上去越來(lái)越正規(guī)。


隨著正規(guī)軍加入,小程序頭部效應(yīng)的出現(xiàn),以及微信對(duì)誘導(dǎo)分享手法始終如一的剿殺,曾經(jīng)充斥著微商刷屏廣告的不成熟生態(tài)已經(jīng)成為過(guò)去。


剛結(jié)束的上海站微信公開(kāi)課,關(guān)于小程序的一個(gè)重要的議題就是商業(yè)化。而微信也在一周前開(kāi)放了小程序游戲廣告組件。


當(dāng)微信開(kāi)始開(kāi)始討論商業(yè)化,說(shuō)明微信對(duì)小程序市場(chǎng)的穩(wěn)定性已經(jīng)有了底氣。走到這一步,微信用了一年半。


今年小程序生態(tài)的發(fā)育明顯提速了。在去年底之前,很多投資人還摸不準(zhǔn)微信小程序是否真能跑的起來(lái)。一位開(kāi)發(fā)者曾說(shuō),年初公司的財(cái)務(wù)顧問(wèn)建議快速去拿如今能拿到的融資,以防之后生態(tài)發(fā)生變故。但如今,當(dāng)衍生出號(hào)稱300億美金估值的拼多多出現(xiàn),「微信生態(tài)」已經(jīng)成為熱錢(qián)追逐的領(lǐng)域。


根據(jù)微信日前公布的數(shù)據(jù),小游戲平臺(tái)廣告日流水過(guò)千萬(wàn)。第一波收割到利益的開(kāi)發(fā)者已經(jīng)出現(xiàn)了,賺到錢(qián)的人由此開(kāi)始適應(yīng)微信生態(tài)「即用即走」的玩法,而與此同時(shí),另一批,特別是工具類小程序依舊在商業(yè)化的路上摸索。


上線16個(gè)月后,微信生態(tài)內(nèi)已經(jīng)有100多萬(wàn)款小程序,超過(guò)150萬(wàn)小程序開(kāi)發(fā)者,以及超過(guò)5000家第三方平臺(tái)。


隨著更多人入場(chǎng),微信小程序生態(tài)在快速膨脹。人們依舊提出很多質(zhì)疑,而微信則不斷修補(bǔ)增添各種能力。舉個(gè)小例子,曾有人說(shuō)在微信內(nèi)瀏覽一個(gè)網(wǎng)頁(yè)時(shí),想跳回上一個(gè)是否困難,于是微信就出了「浮窗」功能,支持點(diǎn)擊后跳回之前選定的界面。


無(wú)論微信能否成功,它都是第一個(gè)試圖突破超級(jí)App界限成為操作系統(tǒng)的案例,這場(chǎng)挑戰(zhàn)能推進(jìn)到哪一步,終局值得期待。


小程序開(kāi)發(fā)
標(biāo)簽: 微信小程序
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