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小程序商城丨百度入局小程序 流量變現(xiàn)之爭加劇
時(shí)間：2019-02-18 13:49:38
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

在近日舉辦的百度AI開發(fā)者大會(huì)智能小程序分論壇上，百度智能小程序揭開面紗。在微信、支付寶、淘寶紛紛孵化出多個(gè)“爆款”小程序后，百度也開始加碼小程序，爭奪這一后移動(dòng)互聯(lián)網(wǎng)時(shí)代的新流量入口。自此，BAT巨頭全部入局。


百度入局小程序


在百度APP上搜索“上海迪士尼門票”，點(diǎn)擊搜索結(jié)果，就能迅速進(jìn)入一個(gè)提供門票查詢信息和購買支付功能的小程序頁面，迅速完成門票購買。這是攜程日前上線的百度小程序。與微信坐擁巨大的社交流量不同，百度向廣大開發(fā)者、創(chuàng)業(yè)者承諾，文字識(shí)別、語音合成、內(nèi)容審核以及圖像識(shí)別等人工智能應(yīng)用將免費(fèi)開放。


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百度推出小程序的背后，是微信已在該領(lǐng)域證明了小程序的大有作為。根據(jù)QuestMobile數(shù)據(jù)顯示，微信小程序月活躍用戶規(guī)模呈爆發(fā)式增長，已經(jīng)突破4億。


在業(yè)內(nèi)人士看來，小程序之所以能火，主要原因還在于互聯(lián)網(wǎng)紅利消退，原來APP的弱勢被充分暴露。而百度入局小程序，則可能將引爆新一輪小程序創(chuàng)業(yè)潮。


金沙江創(chuàng)投董事總經(jīng)理、合伙人朱嘯虎在今年的“小程序&大商業(yè)”商業(yè)峰會(huì)上直言，現(xiàn)在看好的領(lǐng)域就是小程序，小程序領(lǐng)域今年將獲得幾百億元的投資。


朱嘯虎表示，在小程序創(chuàng)業(yè)中，他關(guān)注四個(gè)領(lǐng)域：O2O、內(nèi)容付費(fèi)、社交電商和小游戲。


小程序領(lǐng)域競爭激烈


日前，阿拉丁小程序統(tǒng)計(jì)平臺(tái)和阿拉丁指數(shù)共同發(fā)布《2018年上半年小程序生態(tài)白皮書》顯示，截至2018年6月底，小程序C端用戶達(dá)2.8億、小程序數(shù)量達(dá)100萬。今年上半年，已有30億元資金進(jìn)場投入小程序。其中，游戲、網(wǎng)購、出行服務(wù)、生活服務(wù)、餐飲、社交、圖片攝影等是小程序中率先火爆起來的領(lǐng)域。


目前大部分科技巨頭都已經(jīng)布局小程序。2017年7月，UC上線小程序;8月，小米上線直達(dá)服務(wù);在近期手機(jī)廠商舉辦的“快應(yīng)用標(biāo)準(zhǔn)啟動(dòng)發(fā)布會(huì)”上，包括華為、小米、OPPO、vivo等手機(jī)廠商共同推出對標(biāo)小程序的快應(yīng)用。


可以肯定，小程序是所有企業(yè)在移動(dòng)互聯(lián)網(wǎng)時(shí)代的標(biāo)配。無論是在前互聯(lián)網(wǎng)時(shí)代、互聯(lián)網(wǎng)時(shí)代、移動(dòng)互聯(lián)網(wǎng)時(shí)代還是微信時(shí)代，營銷都是任何企業(yè)或者本地商家的生命線，只要能保證持續(xù)的流量，企業(yè)和商家總是能保持勃勃的生機(jī)和較好的利潤，說到底，生意就是通過流量將產(chǎn)品或服務(wù)進(jìn)行轉(zhuǎn)化。


百度的入場也意味著小程序終于聚齊了BAT三大巨頭。如今入局的微信小程序已迎來成熟期，支付寶小程序正處于拓展場景的階段，百度智能小程序此時(shí)出手，卻是有可能打破現(xiàn)有格局，給開發(fā)者帶來增量的那個(gè)玩家。在打造中心化流量入口的推動(dòng)下，小程序會(huì)成為巨頭爭奪的新戰(zhàn)場。除了引入更多開發(fā)者和用戶之外，百度、阿里巴巴和微信下一步競爭將圍繞在這些小程序的商業(yè)化以及產(chǎn)品生態(tài)上。


百度推小程序?qū)?shí)現(xiàn)新生態(tài)


在業(yè)內(nèi)人士看來，不管是微信還是百度，推出小程序都是為了流量變現(xiàn)。一開始，百度就給智能小程序定了調(diào)性全開放。主要有兩點(diǎn)：


一方面，百度智能小程序完全開放，它不僅可以運(yùn)行到百度APP等生態(tài)中去，也可以運(yùn)行到合作伙伴的APP中去。并且遷移過程很簡單，百度工程師指出僅僅改幾行代碼就行;另一方面，百度生態(tài)對他完全開放。百度為了體現(xiàn)誠意甚至將信息流也拿出來為推廣智能小程序服務(wù)。到下一版本百度APP的更新中，百度還將引用微信模式，在百度APP首頁采用下拉方式露出智能小程序。


當(dāng)前，百度APP日活躍用戶超過1.5億，加上百度地圖，百度貼吧等等百度生態(tài)的千億流量將全部導(dǎo)流給智能小程序。專業(yè)人士表示，從目前來看，百度以解決開發(fā)者痛點(diǎn)為主的打法，顯然能俘獲很多小程序開發(fā)者的心，也能在短期內(nèi)豐富自身平臺(tái)小程序類型和數(shù)量，而百度的做法，也會(huì)對同行，比如谷歌、微博、微信等產(chǎn)生影響。結(jié)果是，小程序加速發(fā)展和滲透，成為類似二維碼一樣的標(biāo)配。

展望未來的小程序生態(tài)之爭，整體而言，微信小程序因?yàn)橛脩魞?yōu)勢和先發(fā)優(yōu)勢仍將在一定時(shí)期內(nèi)保持著領(lǐng)先。但環(huán)境友好且開放生態(tài)的百度智能小程序，只要激勵(lì)機(jī)制運(yùn)行良好，將大面積收割微信小程序的韭菜，形成與微信小程序并駕齊驅(qū)的新生態(tài)。


小程序開發(fā)
標(biāo)簽： 智能小程序
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