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小程序開發(fā)丨微信小程序生態(tài)進(jìn)化報(bào)告：用戶超6億，風(fēng)口正式初現(xiàn)
時(shí)間：2019-01-22 14:36:29
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

100萬(wàn)已發(fā)布小程序、150萬(wàn)開發(fā)者、2000款小游戲……上線16個(gè)月后的小程序已經(jīng)進(jìn)入高速發(fā)展的2.0時(shí)代，7月百度入局更是加速了小程序一超多強(qiáng)局面的形成，小程序生態(tài)呈現(xiàn)空前繁榮局面，移動(dòng)互聯(lián)網(wǎng)或?qū)⒚媾R重新洗牌。


近日，一份《2018年小程序生態(tài)進(jìn)化報(bào)告》分別從小程序生態(tài)變遷、用戶行為進(jìn)階分析、熱點(diǎn)行業(yè)市場(chǎng)表現(xiàn)、第三方開發(fā)服務(wù)商發(fā)展四個(gè)維度對(duì)小程序現(xiàn)狀進(jìn)行深度剖析，并推測(cè)出小程序未來(lái)發(fā)展趨勢(shì)。


1.小程序總量達(dá)100萬(wàn)，二、三線城市占比近半


2018年Q2微信小程序總量達(dá)100萬(wàn)，相比半年前的58萬(wàn)個(gè)小程增長(zhǎng)72%，小程序市場(chǎng)規(guī)模呈現(xiàn)高速擴(kuò)張趨勢(shì)。從地理位置分布上看，小程序主要集中在一、二、三線城市，其中二、三線城市占比達(dá)46.3%，將近一半。


一線城市擁有更成熟的小程序孵化環(huán)境，在市場(chǎng)發(fā)展前期有較大優(yōu)勢(shì)。但隨著小程序生態(tài)擴(kuò)張，二、三線城市的各類線下服務(wù)場(chǎng)景搭建開始進(jìn)入高速發(fā)展期，小程序市場(chǎng)需求巨大，吸引了大量開發(fā)者不斷涌入。



2.小程序累計(jì)用戶數(shù)突破6億，小游戲、618電商節(jié)功不可沒


今年4月各類爆款小游戲的病毒式傳播，以及618電商節(jié)期間商家借助小程序進(jìn)行的造勢(shì)宣傳，促使小程序用戶數(shù)出現(xiàn)大規(guī)模增長(zhǎng)。今年年6月，小程序累計(jì)用戶總數(shù)已經(jīng)突破6億。


從報(bào)告中可以看出，小程序用戶粘性也有大幅提高。接近一半的用戶每天打開小程序4-6次，且用戶平均單次使用時(shí)長(zhǎng)已經(jīng)達(dá)到13分鐘。受小游戲影響，用戶沉浸在小程序的時(shí)間明顯增長(zhǎng)。


分享、公眾號(hào)、下拉任務(wù)欄等重要入口的不斷強(qiáng)化，為小程序帶來(lái)了巨大流量。經(jīng)過一年半時(shí)間，小程序用戶使用習(xí)慣已經(jīng)養(yǎng)成，消費(fèi)力也在迅速提升。


3.智慧零售小程序6月流水環(huán)比增長(zhǎng)達(dá)35%，場(chǎng)景滲透迅速


作為小程序一直重點(diǎn)打造的線下場(chǎng)景，智慧零售類小程序流量整體上穩(wěn)健增長(zhǎng)，高環(huán)比增長(zhǎng)率達(dá)到55%。


無(wú)處不在的智慧零售消費(fèi)場(chǎng)景帶來(lái)的高頻甚至剛需服務(wù)，刺激了用戶持續(xù)產(chǎn)生消費(fèi)行為。因此流量轉(zhuǎn)化也一直保持穩(wěn)定增長(zhǎng)，6月環(huán)比增長(zhǎng)達(dá)到35%。


伴隨著智慧零售類小程序與門店、公眾號(hào)、微信支付、社交分享等深度融合，零售場(chǎng)景中核心的“人、貨、場(chǎng)、服務(wù)”達(dá)成智能化連接。極大程度上提升了商家運(yùn)營(yíng)效率，同時(shí)也滿足了用戶的消費(fèi)需求。


4.電商小程序流量高增長(zhǎng)60倍，保持主力軍地位


電商小程序在微信體系內(nèi)營(yíng)銷導(dǎo)流價(jià)值尤為突出，成為商家在雙十一、618等電商節(jié)日造勢(shì)營(yíng)銷的重要途徑。在此期間，各類電商小程序用戶流量呈現(xiàn)爆發(fā)式增長(zhǎng)。其中時(shí)尚電商小程序增速快，相比2017年Q1流量累計(jì)增長(zhǎng)擴(kuò)大60倍?？缇畴娚桃脖憩F(xiàn)不俗，從2017年開始流量呈現(xiàn)穩(wěn)步增長(zhǎng)，到2018年Q2階段發(fā)展成為僅次于時(shí)尚電商后的第二大類別。


電商小程序主要的兩種形式內(nèi)容電商和社交電商，將微信生態(tài)內(nèi)公眾號(hào)、社交關(guān)系鏈完美結(jié)合，讓品牌與客戶之間建立直接聯(lián)系，形成口碑效應(yīng)。而服務(wù)直達(dá)和品牌專區(qū)的陸續(xù)開放，也將推動(dòng)電商小程序迎來(lái)下一個(gè)爆發(fā)點(diǎn)。


5.線下服務(wù)小程序中餐飲行業(yè)表現(xiàn)突出，流水增長(zhǎng)環(huán)比達(dá)85%


線下掃碼將線下場(chǎng)景與線上即時(shí)服務(wù)融合，有效縮短服務(wù)時(shí)間，讓線下傳統(tǒng)門店將服務(wù)延伸至小程序。同時(shí)小程序“即用即走”的便捷式服務(wù)體驗(yàn)，深受用戶喜愛。2018年Q2階段，餐飲、美業(yè)、休閑娛樂、旅游、政務(wù)等各類線下服務(wù)小程序流量均出現(xiàn)激增，其中休閑娛樂類小程序流量增長(zhǎng)環(huán)比達(dá)到143%。


掃碼點(diǎn)餐等功能打通了餐飲消費(fèi)各個(gè)環(huán)節(jié)，快速提升餐飲店鋪運(yùn)營(yíng)效率及成單率。2018年Q2餐飲小程序流水增長(zhǎng)環(huán)比達(dá)到85%，處于高速發(fā)展階段。


線下服務(wù)類小程序主要的目的就是將線下用戶引到線上流量池儲(chǔ)存，注重用戶服務(wù)體驗(yàn)升級(jí)和會(huì)員體系搭建的商家會(huì)獲得更大優(yōu)勢(shì)。


6.第三方平臺(tái)向插件市場(chǎng)進(jìn)軍，適應(yīng)開發(fā)者新需求


以小程序開發(fā)工具企維度科技為代表的第三方服務(wù)商在小程序市場(chǎng)發(fā)展中發(fā)揮著重要作用。通過企維度科技平臺(tái)上線的11萬(wàn)個(gè)小程序中，電商、智慧零售、餐飲行業(yè)居多，同時(shí)覆蓋連鎖門店、內(nèi)容行業(yè)、美業(yè)、休閑娛樂等行業(yè)領(lǐng)域。其中電商類小程序接近3成，占比高。


另外，根據(jù)企維度科技后臺(tái)顯示，海外小程序開發(fā)者占比1.4%，其中歐洲和俄羅斯占比相對(duì)較高。小程序作為一種新型的輕量級(jí)應(yīng)用，使用場(chǎng)景已經(jīng)拓展至全球各個(gè)國(guó)家和地區(qū)，海外小程序市場(chǎng)有可能成為下個(gè)備受開發(fā)者關(guān)注的拓展方向。


企維度科技提供的三種小程序制作模式和插件平臺(tái)，極大程度上適應(yīng)不同層面的開發(fā)者群體。需要頻繁使用會(huì)員卡、優(yōu)惠券等各類營(yíng)銷工具的電商及線下門店行業(yè)小程序開發(fā)者，借此極大提高了開發(fā)與運(yùn)營(yíng)效率。


7.2018下半年是小程序生態(tài)進(jìn)化的關(guān)鍵時(shí)期


可以預(yù)見，2018下半年小程序開始進(jìn)入了新的生態(tài)進(jìn)化階段，呈現(xiàn)出以下發(fā)展趨勢(shì)：


小程序向平板、PC端布局，騰訊系產(chǎn)品入口全量開放


小程序很快將適配平板電腦，未來(lái)可能還會(huì)適配PC端。小程序入口將不再局限于微信內(nèi)，而是逐步向微信以外的載體延伸。騰訊系產(chǎn)品的各種入口會(huì)逐步對(duì)小程序全量開放。


小程序開發(fā)模式向插件化方向發(fā)展


越來(lái)越多的開發(fā)者會(huì)傾向于通過插件快速開發(fā)小程序。插件化的小程序開發(fā)模式，會(huì)大幅降低技術(shù)門檻，同時(shí)提高小程序功能的多樣性。


小程序場(chǎng)景和入口升級(jí)更注重提高留存


群動(dòng)態(tài)消息、訂閱消息、品牌品類搜索等功能陸續(xù)開放后，小程序運(yùn)營(yíng)者將獲得更多與用戶建立深層次聯(lián)系的渠道，大幅提高留存率。


小程序電商涌現(xiàn)更多垂直細(xì)分領(lǐng)域


隨著社交電商模式的普及，電商小程序垂直細(xì)分領(lǐng)域還會(huì)不斷擴(kuò)張，跨境電商、數(shù)碼電商、生鮮電商及農(nóng)貿(mào)電商的用戶基數(shù)將不斷攀升，更多細(xì)分運(yùn)營(yíng)模式將被挖掘出來(lái)。


小程序?qū)⒊蔀橹腔哿闶坌袠I(yè)標(biāo)配


小程序幫助零售商家連接線上線下場(chǎng)景，形成“小程序+公眾號(hào)+門店”一體化聯(lián)動(dòng)運(yùn)營(yíng)模式，這種精細(xì)化數(shù)字運(yùn)營(yíng)模式也將成為智慧零售行業(yè)標(biāo)配。


變現(xiàn)模式多樣化，廣告組件、虛擬支付成重點(diǎn)方向


小程序廣告體系會(huì)更加多元化，虛擬支付或?qū)⒅匦氯骈_放，內(nèi)容類、工具類小程序和小游戲可以實(shí)現(xiàn)更多變現(xiàn)模式。


目前，小程序市場(chǎng)正處于前所未有的高速發(fā)展期。在微信的帶頭作用下，支付寶、快應(yīng)用聯(lián)盟、百度等巨頭已經(jīng)陸續(xù)加入戰(zhàn)局，預(yù)計(jì)2019年頭部App將會(huì)盡數(shù)入場(chǎng)，小程序?qū)⒊蔀榭缙脚_(tái)物種。2021年，小程序市場(chǎng)會(huì)進(jìn)入穩(wěn)定的成熟期，比肩整個(gè)移動(dòng)互聯(lián)網(wǎng)市場(chǎng)。屆時(shí)，小程序?qū)⒉辉偈且栏接谖⑿诺妮p應(yīng)用產(chǎn)品，而是指引互聯(lián)網(wǎng)生態(tài)發(fā)展方向的命脈。

小程序開發(fā)
標(biāo)簽： 小程序生態(tài)
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