Umeng + "White Paper on Mini Program User Growth": offline or an important growth point for mini programs

Umeng+ recently released the "White Paper on Mini Program User Growth". The white paper summarizes Umeng+’s methodology, solutions, and successful cases in the statistical analysis and refined operation of mini programs. The following is part of the white paper:

The mobile Internet has entered the stock market, and the number of mobile devices, the number of users, and the duration of the user are all competing in the stock market. In 2020, it will be very difficult for new apps to go online to achieve activity above the waist, and users are on the decline.

Changes in the mobile Internet environment and user behavior

From the beginning of 2020 until December, from the monitored App data, the number of new users has not changed much, but it has increased slightly at the end of the year. But for these applications that have been created, it has become more and more difficult to obtain traffic from the overall data performance. Especially in September, October, and November, although the epidemic has eased, the overall App user traffic can achieve DAU of more than 100,000, and the success rate is basically less than 1%.

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From the overall data point of view, the entire market traffic has been acquired by new gameplay throughout the year. This is not only caused by environmental changes, but also changes in user behavior, including live broadcasts, private domain traffic, and small programs. These tools and platforms lead to changes in user habits. Various industries entered the game through new tools such as "live broadcast + private domain traffic + applet", and began to establish and operate their own private domain traffic.

At the same time, judging from the overall market data, in the five years from the appearance of the mini program to the present, it is not only life services, but also a wide range of industries. There are more than 300 industries, far more industries than apps. . Currently, the two largest platforms for mini programs are WeChat and Alipay.

During the epidemic, small programs showed a spurt of growth

In the first half of 2020, due to the impact of the epidemic, many companies began to rescue themselves and carry out private domain traffic operations. The best traffic capture point for private domain traffic operations is the mini program. Many industries have transferred offline businesses to online through the gameplay of "small programs + private domain traffic", including: online house sales, online bookstores, new retail, cloud fitness, etc.

Judging from the overall data of the Mini Program during the epidemic, the number of active devices, the number of active users, and the number of Mini Program developers have all achieved explosive growth in a short period of time. From December 2019 to February 2020, the daily activity of mini programs has increased by 37%, and the number of mini programs has also increased by 19% compared to the data at the end of 2019.

From the overall data point of view, the local life service industry is the category that has made the most mini programs in 2020, and it is also the outlet for private domain traffic. The services provided by various platforms, whether it is community operation tools, live broadcast tools or small program tools, have begun to actively change in this regard.

Give two specific cases:

Example 1: Carrefour

Carrefour has created the Carrefour Community Life Service Center through the "small program + private domain" gameplay. Based on the positioning function of the small program, it uses the door-to-door delivery method to reach users and revitalizes more online and offline customer groups. The mini program went online a week with an increase of 356% from the previous week.

Example 2: Meizhou Dongpo

The small program of Meizhou Dongpo Vegetable Station turns the store into a "front warehouse", selling pre-packaged vegetables at a reasonable price. Promotion is carried out through multiple channels such as service account push, internal staff forwarding, Moments advertising, offline store convenient vegetable station, and social WeChat group.

Through the private domain gameplay of "small program display of semi-finished vegetables + service number distribution", a new sales model of Meizhou Dongpo Catering offline stores and online interaction was launched. The vegetables previously hoarded not only were not wasted, but also brought new income to the business, selling fresh vegetables for more than 100,000 yuan every day.

Why can mini programs become an important outbreak node in 2020?

Why can mini programs become an important outbreak node in 2020? First of all, we must start with several characteristics of mini programs. There are four main ones: scene fragmentation, platform empowerment, private domain users, and offline connections.

The scene is fragmented. The fragmented demand for low-frequency scenes and niche markets enables small programs to replace apps and become pre-scenarios for contacting new users, reducing the cost of users using products and the cost of acquiring customers.

Platform empowerment. Open up its own users and ecology through multiple platforms, and provide operating tools in scenarios to help complete customer acquisition, retention and monetization.

Private domain users. Based on the interpersonal relationship, the relationship between people and land, coupled with the brand effect of the platform, credit endorsement and the scale of traffic, the cost of acquiring customers will be lowered by enterprises, and the private domain users of their own brands will be precipitated.

Connect offline. New scenarios such as offline stores, transportation, leisure and entertainment, and even future integration with smart hardware will digitize offline contacts.

On the basis of the above four major characteristics, in addition to WeChat's largest field of small programs in 2020, many large platforms, including Alipay, ByteDance, Baidu, etc., have begun to gradually open their traffic pools to enhance the capabilities of small programs.

All private domain traffic fields are to help companies build the entire boundary of their own platform and the boundary of expansion. Therefore, for enterprises, they should enter this so-called public domain traffic field better and faster, so that they can use different platforms to obtain the best traffic and customer resources in the current field.

At the entrepreneurial level, small program developers also face a series of challenges. Developers need multi-platform construction, and the development, deployment, and operation costs are high. At the development level, professional data/operating foundations are required, such as enterprise dataization, data report analysis, online user acquisition, life cycle management, user insight analysis, private domain user integration, etc.

Opportunities and challenges faced by Mini Program practitioners coexist!

The above content is excerpted from the "White Paper on Mini Program User Growth". The white paper summarizes the methodology, solutions and successful cases of Umeng+ in the statistical analysis and refined operation of Mini Programs. It also includes interpretations of real practices by many companies. Get the full version Please go to Umeng+ official website to download.