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小程序商城丨不止是開放對封閉,百度與微信做小程序的區(qū)別在于基因不同
時間:2019-02-23 09:46:34
文章發(fā)布:李陽
原創(chuàng)作者:未知
來源:互聯(lián)網

微信小程序崛起之后,小程序的市場競爭越發(fā)激烈,阿里與百度相繼入場,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,來勢洶洶。


另一面,百度也不甘下風,在9月6日,百度舉辦了一次關于百度智能小程序的閉門會議,總經理平曉黎在該場閉門會議上,向開發(fā)者透露了百度智能小程序的關鍵數(shù)據(jù),相關截圖,討論內容也已經流出,各項數(shù)據(jù)也均讓人側目。


挑重點來看,作為百度的重要戰(zhàn)略級產品,智能小程序在流量運營方面表現(xiàn)可以說是十分出色。“智能小程序整體MAU增長接近100%”,據(jù)內部人透露MAU規(guī)模已經達到億級,顯然,普通開發(fā)者關心的流量運營已經不再是問題。


不過流量只是一方面,在本次發(fā)布會上,百度方面還透露了一系列關鍵數(shù)據(jù)以及百度的相關策略,這些對于開發(fā)者和行業(yè)的未來,都會起到關鍵的作用。


小程序商城丨不止是開放對封閉,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)場景邏輯PK社交分發(fā)場景邏輯


本次閉門會議中,百度方面對自身的策略與微信進行了詳細對比,微信的小程序的分發(fā)必須依賴微信社交關系鏈,對于工具類小程序有著天然困境,而百度則對工具類產品有著天然的場景分發(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,而相關的智能小程序自然無縫接入其中,在用戶搜索相關服務時,智能小程序可以直接推送,這點不必多言。


其次是feed流場景的分發(fā),百度Q2財報顯示,憑借百度的信息流分發(fā)能力,百度Q2用戶同比停留時間增長了30%,這也為智能小程序的分發(fā)提供充分的土壤環(huán)境。


在本次閉門會議中,百度方面透露,智能小程序并非生硬的植入進信息流之中,而是時事熱點內容,加上用戶搜索數(shù)據(jù),用戶畫像數(shù)據(jù),相關一系列匹配后,為用戶推出精準內容服務,這樣也極大促進了百度信息流的分發(fā)。


差異化二,DAU邏輯PK存量維護邏輯


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,對于微信小程序,創(chuàng)業(yè)者能否把微信用戶留下來,如何激活存量用戶,這是他作為投資人關心的。


但是另一面,也有投資者與創(chuàng)業(yè)者不再認同這種維護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,鄭津東與武臨風都同時表示,不將小程序的留存率作為關心的重點,反而更看重小程序的DAU本身。


在微信中開發(fā)小程序,必須想盡一切辦法利用微信關系鏈,否則難以產生分發(fā),以及用戶的沉淀,工具類產品天然難以具備這一特點,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,百度的流量性質與微信的流量性質有著跟本區(qū)別,基于“搜索+feed流”的用戶使用場景,百度更需要在用戶的使用體驗之中插入智能小程序,兩者的流量其實有著根本性的區(qū)別。


百度更關注能否讓用戶在使用過程中達到滿足,繼而做好智能小程序的需求匹配,并通過交叉營銷、Push消息推送,F(xiàn)eed流等多種手段,來激活用戶的使用。在這一產品設計哲學的驅動之下,百度貼吧也取得了不錯的成績。


百度貼吧智能小程序相比此前的H5頁面用戶停留時間增長了23.1%,活躍用戶增長了17.2%,人均使用時長也增加了30%以上,這說明了DAU策略的差異化競爭行之有效。


差異化三,開放邏輯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,二者都已經進入較為成熟的階段,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放邏輯,在本次閉門會議上,百度方面表示,將在今年第四季度對普通開發(fā)者進行開放,給予普通開發(fā)者機會,同時另一方面,百度還對外透露了開源計劃。


所謂開源計劃,即開源百度智能小程序,讓B站、58同城、愛奇藝等這類百度合作伙伴,可以接入百度智能小程序,而屆時百度智能小程序將會擁有更大的流量來源,這也是百度做智能小程序的開放策略,讓這些第三方擁有流量的APP直接成為百度的流量主。


同時對于成為流量主的第三方APP,百度為其準備了完善的變現(xiàn)途徑。依托百度聯(lián)盟多年的廣告投放經驗,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,實現(xiàn)更大的共贏,這也會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,在這點上與過去站長時代如出一轍。


有成功的封閉系統(tǒng),自然也會有開放系統(tǒng),正如Mac與Windows,IOS與Android,封閉與開放系統(tǒng)的共存形態(tài),一直是互聯(lián)網進化的鐵律,而百度智能小程序這種開放形式,也有機會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,這是其差異化競爭的特點。


從2017年微信推出小程序至今,已經走過一年9個月,其6億用戶的規(guī)模也為行業(yè)揭示了這一市場的前景。


百度作為挑戰(zhàn)者,也拿出了自身差異化的競爭能力,雙方雖然都在做小程序,但卻又不是完全的競爭關系,小程序作為移動互聯(lián)網時代的新物種,在BAT三家的競爭之下,其形態(tài)以及天花板,還遠遠沒有到來。

小程序開發(fā)
標簽: 微信小程序
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