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小程序商城丨不止是開(kāi)放對(duì)封閉，百度與微信做小程序的區(qū)別在于基因不同
時(shí)間：2019-02-23 09:46:34
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

繼微信小程序崛起之后，小程序的市場(chǎng)競(jìng)爭(zhēng)越發(fā)激烈，阿里與百度相繼入場(chǎng)，9月12日支付寶正式成立小程序事業(yè)部，并有意孵化支付寶小程序生態(tài)創(chuàng)業(yè)者，來(lái)勢(shì)洶洶。


另一面，百度也不甘下風(fēng)，在9月6日，百度舉辦了一次關(guān)于百度智能小程序的閉門(mén)會(huì)議，總經(jīng)理平曉黎在該場(chǎng)閉門(mén)會(huì)議上，向開(kāi)發(fā)者透露了百度智能小程序的關(guān)鍵數(shù)據(jù)，相關(guān)截圖，討論內(nèi)容也已經(jīng)流出，各項(xiàng)數(shù)據(jù)也均讓人側(cè)目。


挑重點(diǎn)來(lái)看，作為百度的重要戰(zhàn)略級(jí)產(chǎn)品，智能小程序在流量運(yùn)營(yíng)方面表現(xiàn)可以說(shuō)是十分出色?！爸悄苄〕绦蛘wMAU增長(zhǎng)接近100%”，據(jù)內(nèi)部人透露MAU規(guī)模已經(jīng)達(dá)到億級(jí)，顯然，普通開(kāi)發(fā)者關(guān)心的流量運(yùn)營(yíng)已經(jīng)不再是問(wèn)題。


不過(guò)流量只是一方面，在本次發(fā)布會(huì)上，百度方面還透露了一系列關(guān)鍵數(shù)據(jù)以及百度的相關(guān)策略，這些對(duì)于開(kāi)發(fā)者和行業(yè)的未來(lái)，都會(huì)起到關(guān)鍵的作用。


小程序商城丨不止是開(kāi)放對(duì)封閉，百度與微信做小程序的區(qū)別在于基因不同-藝源科技


差異化一，“搜索+feed”分發(fā)場(chǎng)景邏輯PK社交分發(fā)場(chǎng)景邏輯


本次閉門(mén)會(huì)議中，百度方面對(duì)自身的策略與微信進(jìn)行了詳細(xì)對(duì)比，微信的小程序的分發(fā)必須依賴微信社交關(guān)系鏈，對(duì)于工具類小程序有著天然困境，而百度則對(duì)工具類產(chǎn)品有著天然的場(chǎng)景分發(fā)能力，這是與微信在分發(fā)上的區(qū)別。


首先看看搜索場(chǎng)景的分發(fā)。百度APP擁有1.5億日活用戶，用戶每天都有海量的搜索行為，而相關(guān)的智能小程序自然無(wú)縫接入其中，在用戶搜索相關(guān)服務(wù)時(shí)，智能小程序可以直接推送，這點(diǎn)不必多言。


其次是feed流場(chǎng)景的分發(fā)，百度Q2財(cái)報(bào)顯示，憑借百度的信息流分發(fā)能力，百度Q2用戶同比停留時(shí)間增長(zhǎng)了30%，這也為智能小程序的分發(fā)提供充分的土壤環(huán)境。


在本次閉門(mén)會(huì)議中，百度方面透露，智能小程序并非生硬的植入進(jìn)信息流之中，而是時(shí)事熱點(diǎn)內(nèi)容，加上用戶搜索數(shù)據(jù)，用戶畫(huà)像數(shù)據(jù)，相關(guān)一系列匹配后，為用戶推出精準(zhǔn)內(nèi)容服務(wù)，這樣也極大促進(jìn)了百度信息流的分發(fā)。


差異化二，DAU邏輯PK存量維護(hù)邏輯


金沙江知名投資人，微信小程序創(chuàng)業(yè)者投資人朱嘯虎表示，對(duì)于微信小程序，創(chuàng)業(yè)者能否把微信用戶留下來(lái)，如何激活存量用戶，這是他作為投資人關(guān)心的。


但是另一面，也有投資者與創(chuàng)業(yè)者不再認(rèn)同這種維護(hù)存量用戶的激活邏輯，例如剛剛獲得投資的小程序創(chuàng)業(yè)者，“檸檬記賬”、“ 尋光游戲”的兩位創(chuàng)始人，鄭津東與武臨風(fēng)都同時(shí)表示，不將小程序的留存率作為關(guān)心的重點(diǎn)，反而更看重小程序的DAU本身。


在微信中開(kāi)發(fā)小程序，必須想盡一切辦法利用微信關(guān)系鏈，否則難以產(chǎn)生分發(fā)，以及用戶的沉淀，工具類產(chǎn)品天然難以具備這一特點(diǎn)，因此只能是頭部電商，游戲類小程序獲得紅利。


而百度的邏輯恰好相反，百度的流量性質(zhì)與微信的流量性質(zhì)有著跟本區(qū)別，基于“搜索+feed流”的用戶使用場(chǎng)景，百度更需要在用戶的使用體驗(yàn)之中插入智能小程序，兩者的流量其實(shí)有著根本性的區(qū)別。


百度更關(guān)注能否讓用戶在使用過(guò)程中達(dá)到滿足，繼而做好智能小程序的需求匹配，并通過(guò)交叉營(yíng)銷、Push消息推送，F(xiàn)eed流等多種手段，來(lái)激活用戶的使用。在這一產(chǎn)品設(shè)計(jì)哲學(xué)的驅(qū)動(dòng)之下，百度貼吧也取得了不錯(cuò)的成績(jī)。


百度貼吧智能小程序相比此前的H5頁(yè)面用戶停留時(shí)間增長(zhǎng)了23.1%，活躍用戶增長(zhǎng)了17.2%，人均使用時(shí)長(zhǎng)也增加了30%以上，這說(shuō)明了DAU策略的差異化競(jìng)爭(zhēng)行之有效。


差異化三，開(kāi)放邏輯PK封閉邏輯


目前，微信的小程序一直是圍繞微信社交體系在發(fā)展，而支付寶小程序主要圍繞信用免押金等金融服務(wù)，二者都已經(jīng)進(jìn)入較為成熟的階段，并且雙方都屬于封閉邏輯。


而百度智能小程序則采取的是開(kāi)放邏輯，在本次閉門(mén)會(huì)議上，百度方面表示，將在今年第四季度對(duì)普通開(kāi)發(fā)者進(jìn)行開(kāi)放，給予普通開(kāi)發(fā)者機(jī)會(huì)，同時(shí)另一方面，百度還對(duì)外透露了開(kāi)源計(jì)劃。


所謂開(kāi)源計(jì)劃，即開(kāi)源百度智能小程序，讓B站、58同城、愛(ài)奇藝等這類百度合作伙伴，可以接入百度智能小程序，而屆時(shí)百度智能小程序?qū)?huì)擁有更大的流量來(lái)源，這也是百度做智能小程序的開(kāi)放策略，讓這些第三方擁有流量的APP直接成為百度的流量主。


同時(shí)對(duì)于成為流量主的第三方APP，百度為其準(zhǔn)備了完善的變現(xiàn)途徑。依托百度聯(lián)盟多年的廣告投放經(jīng)驗(yàn)，以及豐富的聯(lián)盟資源，百度可以為其提供完善的變現(xiàn)途徑，實(shí)現(xiàn)更大的共贏，這也會(huì)吸引更多受困于流量變現(xiàn)的APP加入到百度的智能小程序聯(lián)盟之中，在這點(diǎn)上與過(guò)去站長(zhǎng)時(shí)代如出一轍。


有成功的封閉系統(tǒng)，自然也會(huì)有開(kāi)放系統(tǒng)，正如Mac與Windows，IOS與Android，封閉與開(kāi)放系統(tǒng)的共存形態(tài)，一直是互聯(lián)網(wǎng)進(jìn)化的鐵律，而百度智能小程序這種開(kāi)放形式，也有機(jī)會(huì)在在支付寶小程序和微信小程序的封閉流量體系之外，找到更大的生存空間，這是其差異化競(jìng)爭(zhēng)的特點(diǎn)。


從2017年微信推出小程序至今，已經(jīng)走過(guò)一年9個(gè)月，其6億用戶的規(guī)模也為行業(yè)揭示了這一市場(chǎng)的前景。


百度作為挑戰(zhàn)者，也拿出了自身差異化的競(jìng)爭(zhēng)能力，雙方雖然都在做小程序，但卻又不是完全的競(jìng)爭(zhēng)關(guān)系，小程序作為移動(dòng)互聯(lián)網(wǎng)時(shí)代的新物種，在BAT三家的競(jìng)爭(zhēng)之下，其形態(tài)以及天花板，還遠(yuǎn)遠(yuǎn)沒(méi)有到來(lái)。

小程序開(kāi)發(fā)
標(biāo)簽： 微信小程序
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