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小程序商城丨巨頭角逐小程序,為什么百度轉(zhuǎn)化率更高?
時(shí)間:2019-02-21 11:04:04
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

7月4日,百度AI開(kāi)發(fā)者大會(huì)上正式對(duì)外發(fā)布了百度智能小程序,7月31日,支付寶宣布在首頁(yè)上線“小程序收藏”入口,是以,小程序的賽道上,BAT三家巨頭全部入場(chǎng)。三者基于對(duì)小程序定位的不同走出了不一樣的路線,但巨頭加持給開(kāi)發(fā)者和創(chuàng)業(yè)者帶來(lái)的商業(yè)前景顯然值得期待。


不過(guò),小程序畢竟尚處于發(fā)展初期,其競(jìng)爭(zhēng)核心究竟是流量還是轉(zhuǎn)化,是封閉還是開(kāi)放,這些問(wèn)題僅靠騰訊過(guò)往的嘗試難以得出答案,而百度、阿里的進(jìn)入,則是給小程序未來(lái)發(fā)展形態(tài)提供了更多的可能性。


BAT都進(jìn)軍小程序,自然就有了一個(gè)比較:同一款小程序在這幾大平臺(tái)中運(yùn)行的效果將會(huì)如何?以登陸了BAT三大平臺(tái)的齊車大圣小程序?yàn)槔瑩?jù)其開(kāi)發(fā)者所述,其在百度智能小程序的活躍度,要比在其他平臺(tái)的小程序高出200%。那么,百度智能小程序的轉(zhuǎn)化率為何會(huì)如此之高?這其中又說(shuō)明了哪些問(wèn)題?


騰訊百度交戰(zhàn),阿里存在感弱


拼多多從成長(zhǎng)到上市,驚醒了阿里對(duì)微信小程序生態(tài)的認(rèn)知,只是支付寶的入場(chǎng)在雙方早已相互制衡的局勢(shì)下顯得有些姍姍來(lái)遲,或許這也決定了阿里在小程序競(jìng)爭(zhēng)中將陷于被動(dòng)。


小程序商城丨巨頭角逐小程序,為什么百度轉(zhuǎn)化率更高?-藝源科技


一方面,支付寶小程序主要的發(fā)展方向是面向商家、企業(yè)、組織,提供主打信用、金融、營(yíng)銷等服務(wù),可就目前來(lái)看,眾多小程序的爆發(fā)都是在普通用戶的社交裂變中得以實(shí)現(xiàn),而面向B端的支付寶小程序很大程度上要嚴(yán)重受限于此。另一方面,從支付寶開(kāi)通的小程序可以明顯看出,其目的在于保護(hù)自己的電商和支付業(yè)務(wù),也就是說(shuō)對(duì)微信的戰(zhàn)略抵御,才是吸引支付寶去進(jìn)行小程序建設(shè)的初衷。


而與之相對(duì)地,騰訊建立微信小程序生態(tài)也帶有侵蝕阿里核心業(yè)務(wù)的目的,這種由雙方業(yè)務(wù)重疊性所引起的競(jìng)爭(zhēng),一定程度上使得小程序場(chǎng)景的開(kāi)拓,不免要限制在打擊對(duì)方的戰(zhàn)略訴求之下。因而,相比之下,百度智能小程序則更加開(kāi)放。


作為內(nèi)容型產(chǎn)品,依靠百度搜索和信息流,百度智能小程序的擴(kuò)大理論上是沒(méi)有邊界,因?yàn)樾畔⒈旧頍o(wú)界,無(wú)論用戶搜索什么內(nèi)容或是根據(jù)興趣被匹配相關(guān)信息,任何需求都可以衍生出小程序,即創(chuàng)造出多樣化的應(yīng)用場(chǎng)景。


正是受益于此,百度智能小程序進(jìn)一步從開(kāi)放著手,試圖進(jìn)入與騰訊、阿里不同的賽道。


目前其開(kāi)放性主要體現(xiàn)在兩個(gè)層面,一則,一端開(kāi)發(fā)、多端運(yùn)行。據(jù)官方聲明,到今年12月,百度智能小程序會(huì)徹底實(shí)現(xiàn)開(kāi)源,這意味著開(kāi)發(fā)者使用一套開(kāi)發(fā)語(yǔ)言推出的小程序,可以同時(shí)在百度APP、B站、攜程等多個(gè)平臺(tái)運(yùn)行。微信小程序建立在其內(nèi)部封閉環(huán)境之下,而百度智能小程序可以在百度系產(chǎn)品之外的第三方平臺(tái)運(yùn)行,這對(duì)開(kāi)發(fā)者是一種不小的福利。


二則,百度還將開(kāi)放全域千億流量扶持開(kāi)發(fā)者,幫助他們快速沉淀精準(zhǔn)用戶。在核心流量上,BAT雖來(lái)源不同但量級(jí)相差不大,尤其是百度APP在第二季度達(dá)到新的里程碑,六月份平均日活用戶達(dá)到1.48億(峰值突破1.5億),同比增長(zhǎng)17%,逐漸呈現(xiàn)出逆勢(shì)增長(zhǎng)的趨勢(shì)。


其實(shí),與微信再造一個(gè)生態(tài)、支付寶與之對(duì)抗不同,百度智能小程序與百度本身是一種互補(bǔ)關(guān)系。APP時(shí)代,百度PC端的集中化流量被分散,而用開(kāi)放的小程序與合作伙伴共同打開(kāi)入口后,原本分散的流量很有可能會(huì)回到百度平臺(tái)之上,補(bǔ)充了單一搜索入口的不足。


換句話說(shuō),當(dāng)微信小程序與微信原有社交生態(tài)形成沖突之時(shí),百度則沒(méi)有這層顧慮。


著眼于開(kāi)放,百度正打破小程序的封閉狀態(tài)?


就目前來(lái)看,微信小程序、支付寶小程序都是傾向于封閉狀態(tài),但原因完全不同,前者需要建立閉環(huán)生態(tài)來(lái)實(shí)現(xiàn)落地,后者則是受限于用戶需求和場(chǎng)景,不得不圍繞信用、金融等與支付寶關(guān)聯(lián)的服務(wù)。


據(jù)QuestMobile發(fā)布的《中國(guó)移動(dòng)互聯(lián)網(wǎng)2018半年》報(bào)告顯示,中國(guó)互聯(lián)網(wǎng)五大派系的用戶使用時(shí)長(zhǎng)對(duì)比圖中,阿里系產(chǎn)品用戶使用時(shí)長(zhǎng)相對(duì)其他派系明顯偏低,2017年6月支付寶人均單日使用時(shí)長(zhǎng)僅為6.4分鐘。這主要是因?yàn)橹Ц秾氂脩糁挥性谔囟ㄐ枨笙虏艜?huì)使用,延續(xù)到支付寶小程序,極大地限制了用戶流量和使用場(chǎng)景,即使鋪設(shè)再多的入口也無(wú)濟(jì)于事。


而百度智能小程序不同,開(kāi)放的入口越多,越能滿足不同用戶的不同需求,自然也更能豐富使用場(chǎng)景。


以齊車大圣查違章小程序?yàn)槔俣葹槠溟_(kāi)放的入口包括首頁(yè)“我的”、“常用服務(wù)”一欄,搜索“違章”等近似關(guān)鍵詞,會(huì)在搜索頁(yè)面顯示百度APP的信息流中顯示,一旦有了新的違章信息,會(huì)在百度APP的信息流中顯示提醒頁(yè)面,百度APP也將使用彈窗提醒。


如果說(shuō)百度智能小程序相比支付寶小程序的優(yōu)勢(shì)得益于用戶需求的開(kāi)放,那么與微信小程序不同的是其對(duì)于外鏈的連接和擴(kuò)展。微信想將流量都留在自己的系統(tǒng)之內(nèi),越來(lái)越多的外鏈不能夠在微信當(dāng)中分享,小程序也是如此,為了把持控制權(quán),微信小程序的生態(tài)中多是籠絡(luò)騰訊系公司。


QuestMobile新報(bào)告顯示,在TOP100的開(kāi)發(fā)者中,享受微信小程序流量紅利的企業(yè)一半由騰訊和騰訊投資企業(yè)所占據(jù),另外,手游占據(jù)了其中很大比重。


所以,外來(lái)開(kāi)發(fā)者和非騰訊系公司相對(duì)處于一種弱勢(shì)地位,而試圖打破微信“圍墻花園”的百度智能小程序,明顯更能一視同仁。在技術(shù)能力加持上,智能小程序已支持包括文字識(shí)別、語(yǔ)音合成、內(nèi)容審核以及圖像識(shí)別方向的AI技術(shù),開(kāi)發(fā)者皆可調(diào)用。同時(shí),得益于AI技術(shù),小程序還可以基于大數(shù)據(jù)、意圖識(shí)別、興趣識(shí)別等技術(shù),精準(zhǔn)地找到各類智能小程序用戶,有效縮短用戶轉(zhuǎn)化途徑。


更關(guān)鍵的是,保證開(kāi)發(fā)者在一個(gè)平臺(tái)上寫的小程序,在另外一個(gè)平臺(tái)上也可以自由運(yùn)行,這和微信小程序的封閉生態(tài)有著本質(zhì)的區(qū)別,不僅能借助相互跳轉(zhuǎn)跨平臺(tái)使用,甚至有助于突破“用完即走”的魔咒。


開(kāi)放才是解決小程序用戶留存問(wèn)題的王道?


小程序建立之初,由微信領(lǐng)頭,由此張小龍為小程序定下的“用完即走”,似乎成了小程序默認(rèn)的特性,但發(fā)展到現(xiàn)在,“用完即走”產(chǎn)生的用戶存留問(wèn)題,顯然證明了這種設(shè)定的不完備。如今百度著眼于開(kāi)放生態(tài),是否能給這一問(wèn)題的解決帶來(lái)不一樣的啟發(fā)?


從微信小程序刺激用戶“走了再來(lái)”的嘗試可以看出,喚醒的方式無(wú)外乎模板消息頻繁提醒、社交分享等等,拼多多就是顯著的例子。但是從拼多多引起的用戶反感也可以看出,這種方式太過(guò)刻意、影響了用戶的體驗(yàn)。相對(duì)來(lái)講,百度開(kāi)放的生態(tài)和搜索+信息流的核心,或許會(huì)更容易喚醒用戶。


比如信息流,將提醒信息或小程序推廣置于信息流之中,既不打擾用戶,反而符合現(xiàn)在用戶獲取信息的習(xí)慣。就像對(duì)于使用過(guò)查違章小程序的用戶,一旦有了新的違章信息,就會(huì)在百度APP的信息流中顯示提醒頁(yè)面,從而刺激用戶重新返回違章小程序。


除信息流之外,建立在開(kāi)放基礎(chǔ)上的百度智能小程序,能夠跨平臺(tái)跳轉(zhuǎn)和打開(kāi),這種相互連接也有利于增強(qiáng)用戶對(duì)小程序的認(rèn)知度,從而提高用戶使用粘性。


舉個(gè)簡(jiǎn)單的例子,當(dāng)一款外賣類百度智能小程序接入百度系產(chǎn)品之外的第三方平臺(tái),比如觀看二次元視頻的B站、直播平臺(tái)虎牙,用戶看累了想要訂餐,可以直接調(diào)用該百度智能小程序叫外賣,而不必單獨(dú)喚起一個(gè)外賣APP。當(dāng)百度智能小程序運(yùn)行的第三方平臺(tái)越多,其曝光率越高、被喚醒的幾率也更大,這無(wú)異于增加了用戶的使用頻率。


小程序的輕量特性,一定程度上已經(jīng)決定了其用戶存留困難,平臺(tái)所能做的更傾向于是喚醒用戶,但是技術(shù)可能提供了另一種想象力。圍繞AI落地,具有技術(shù)優(yōu)勢(shì)的百度更有機(jī)會(huì)創(chuàng)造出更多復(fù)雜且影響力強(qiáng)的應(yīng)用程序,在人工智能未來(lái)興起風(fēng)口之時(shí),它們可能不僅扮演著行業(yè)推動(dòng)者的角色,也能憑借創(chuàng)新吸引更多的用戶,相比現(xiàn)有的小程序,或許更容易沉淀用戶。


所以,百度智能小程序尤為注重對(duì)外部生態(tài)及合作伙伴的開(kāi)放。


BAT爭(zhēng)奪小程序的戰(zhàn)爭(zhēng)才剛剛起步,生態(tài)開(kāi)放和封閉更像是各自的選擇,待經(jīng)過(guò)一段時(shí)間的市場(chǎng)驗(yàn)證,或許才能顯示出不同的效應(yīng)。

小程序開(kāi)發(fā)
標(biāo)簽: 智能小程序
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