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哪怕是張小龍，想做好微信小程序也不容易
時(shí)間：2020-05-20 09:57:12
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

2017年1月9日，微信小程序正式上線。如被眾星捧月的小王子一般，這個(gè)“新生兒”的降臨曾一石激起千層浪，獲得了多方關(guān)注。但如今小程序已然滿月，與出生時(shí)的盛況相比，未免落寞得有些令人唏噓。

“微信之父”的期待

在小程序上線之前的十一天，一向低調(diào)的“微信之父”張小龍現(xiàn)身2017微信公開課現(xiàn)場進(jìn)行了演講，為了微信的“希望之星”——小程序。

演講中，張小龍?jiān)斒隽诵〕绦驘o須安裝、觸手可及、用完即走、無須卸載的幾個(gè)概念。簡單來說，小程序有著更靈活的應(yīng)用組織形態(tài)，是一種比現(xiàn)有的所有APP都更加唾手可得、方便使用的一種形態(tài)。

同時(shí)，張小龍也對小程序提出了一個(gè)相對清晰的定位：體驗(yàn)比網(wǎng)站好，比下載APP更便捷。

如此的雄心壯志，以及過往微信產(chǎn)品的顛覆性成功，都讓外界對小程序這一產(chǎn)品充滿了期待。

期望越大，失望越大

如今，小程序已經(jīng)足月?；蛟S是承載了用戶和開發(fā)者的過高期待，身負(fù)重壓的小程序并沒能貢獻(xiàn)出“種子選手”應(yīng)有的答卷，大眾對于小程序的期望值和關(guān)注度幾乎呈現(xiàn)了拋物線趨勢。

半個(gè)月不到，邏輯思維帶著它的1000萬用戶從小程序撤退。更加傷口上撒鹽的是，羅振宇甚至公開表示“知道了小程序的本質(zhì)”。

與此同時(shí)，首批上線小程序的金融公司也暫停了所有實(shí)際功能，如“開戶”和“交易”，小程序僅僅變成了另一個(gè)展示產(chǎn)品的頁面。而此次叫停，主要是收到了來自監(jiān)管層關(guān)注安全問題的指示。

在小程序上線的那天，許多人在猜測小程序是否會(huì)替代APP，更有甚者打出了“APP將死”的口號(hào)。然而經(jīng)過了發(fā)布頭三天的興奮期之后，越來越多的小程序逐漸變成空殼?，F(xiàn)在看來，小程序更該考慮的問題是“如何活下去”。

問題出在哪兒？

目前的小程序，無論在開發(fā)者還是用戶方面，均沒有獲得認(rèn)可。

對于好不容易習(xí)慣了做網(wǎng)站、做digital、做APP、做電商的大公司大品牌來說，微信小程序是一個(gè)很難理解的東西。它真的太小，一兆的內(nèi)存容量讓它既不能承載很好的服務(wù)功能，又不能僅僅只做精美的圖文展現(xiàn)。做小程序？那對他們的風(fēng)險(xiǎn)太大了。

對于已經(jīng)有一定用戶量積累的APP廠商來說，為什么要用微信的條條框框把自己框死去做小程序呢？頂多，在微信里搭一個(gè)“小型根據(jù)地”，丟出一些無關(guān)緊要的展示性業(yè)務(wù)，證明一下“我來了”。

對用戶而言，小程序那藏在微信“發(fā)現(xiàn)”里的入口，以及需要啟用時(shí)只能掃描線下二維碼或自己在微信搜索欄里手動(dòng)搜索的設(shè)定，實(shí)在是比奢侈品店員的撲克臉還要不友好；更不要說因?yàn)橐徽變?nèi)存容量以及開發(fā)過程中因漏洞造成的用戶體驗(yàn)下降。

就目前來說，小程序基本只適用于那些“低頻剛需應(yīng)用”，即那些本來也沒有什么存在感，只有需要的時(shí)候才會(huì)被人們想起的應(yīng)用。比如：過年的時(shí)候會(huì)用到“親戚關(guān)系計(jì)算器”。

如何分蘋果？

小程序的上線時(shí)間曾一度被認(rèn)為是張小龍?jiān)谙騿滩妓怪戮?，但小程序本身可能被蘋果視為一個(gè)挑戰(zhàn)。

盡管目前小程序被普遍唱衰，但未來如何還需要我們拭目以待，并不能排除小程序功能平臺(tái)會(huì)使微信成為蘋果App Store替代品的可能。

對開發(fā)者而言，小程序的開發(fā)不需要向微信提供任何分成，而蘋果則要求開發(fā)者從App Store購買中提取30%的傭金。此外，小程序是“設(shè)備中立”的，這意味著各種程序?qū)⒁酝耆嗤姆绞皆贏ndroid和iOS設(shè)備上運(yùn)行。

事實(shí)上，類似于小程序這樣的“輕應(yīng)用”概念也曾被360和百度于2013年、2014年先后提出。360的輕應(yīng)用基于其手機(jī)瀏覽器，由固定的瀏覽器APP作為統(tǒng)一使用入口；百度的輕應(yīng)用則只要在任意瀏覽器中百度搜索該應(yīng)用，即搜即用。

但如我們所見，360與百度的輕應(yīng)用之旅走得并不順利。那么這次，小程序?qū)⒅氐杆鼈兊母厕H，還是開拓一番新天地呢？

接下來要怎么辦？

細(xì)數(shù)現(xiàn)今成功的互聯(lián)網(wǎng)產(chǎn)品，它們幾乎都同時(shí)具備了滿足目標(biāo)用戶的特定需求、降低目標(biāo)用戶的使用門檻及形成良性供求關(guān)系這三點(diǎn)特質(zhì)。但現(xiàn)在看來，小程序在這三個(gè)方向上還有很長的征程。

首先，若小程序不滿足于只承載“親戚關(guān)系計(jì)算器”這樣的低頻剛需應(yīng)用，那就需要去發(fā)掘更多目標(biāo)用戶的需求。對用戶來說，有哪些非得用小程序才能完成或者用起小程序事半功倍的事兒？比如：在手機(jī)端查實(shí)時(shí)外匯牌價(jià)這件事，對于投資外匯產(chǎn)品的用戶來說是每日功課，但下載一個(gè)侵占不小內(nèi)存的匯率查詢APP實(shí)在有點(diǎn)多此一舉，這時(shí)候小程序也許是個(gè)不錯(cuò)的選擇。

其次，如何才能讓小程序更具易用性？目前小程序已進(jìn)行了一次調(diào)整，支持微信內(nèi)的模糊搜索。盡管這對優(yōu)化入口問題來說是一個(gè)利好消息，但微信搜索畢竟不是一個(gè)高頻使用功能，所以頗有些“治標(biāo)不治本”的意味。而張小龍理想化的由線下二維碼直接掃描進(jìn)入小程序的方式，實(shí)際也并沒能成形。目前小程序的線下場景應(yīng)用尚在摸索階段，剛適應(yīng)了掃碼支付的商家們對于小程序基本還處于一片迷茫狀態(tài)，更別提由商家引發(fā)用戶掃碼了。所以，如何從線上和線下入口雙管齊下去降低使用門檻，對小程序來說也是個(gè)不小挑戰(zhàn)。

最后，在開發(fā)者和用戶中形成良性的供求關(guān)系，這也是維系小程序產(chǎn)品生存發(fā)展的要素。開發(fā)者能從小程序中得到什么？開發(fā)一個(gè)小程序，也許能讓他們看到實(shí)際營收的增長，也許能幫助他們維護(hù)客戶關(guān)系，亦或許能幫他們簡化業(yè)務(wù)流程。小程序需要找到一個(gè)在開發(fā)者中的賣點(diǎn)，而不僅是利用微信和張小龍的影響力“招安”。

每一個(gè)產(chǎn)品誕生的背后都有著無限希望，但它們也同樣要面臨著市場的重重考驗(yàn)，小程序當(dāng)然不例外。還是讓我們拭目以待，看它是否能度過目前這道坎吧。

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