What is the WeChat applet?
Applets are applications that can be used without downloading and installing. Users can open it by scanning or searching without worrying about installing too many applications, because there is no need to install or uninstall them.
Applets can log in with WeChat and get through to the user data of the developer's existing App background, but it will not support the direct jump of applets and apps. ?
What is an applet?
On Baidu Encyclopedia, applets are defined as follows:
Wechat applet, CX for short, is an application that can be used without downloading and installing. It realizes the dream that the application is within reach, and users can open the application by scanning or searching.
The applet is in the internal testing stage. After the application is fully open, developers who are mainly individuals, enterprises, governments, media or other organizations can apply for registration of applets. Applet, subscription number, service number and enterprise number are parallel systems.
65438+10.09: 00, the first batch of small programs of WeChat, which received much attention, were officially launched in a low-key manner, and users could experience the services provided by various small programs.
I don't know why, but I have mixed feelings when I look at the striking four words on Baidu Encyclopedia. I don't know what Baidu people are experiencing at this time, and I don't know how Mr. Li Mingyuan feels. Once upon a time, Baidu light application also tried to go through a similar path.
What is an applet?
A: Wechat running in version 6.5.3 (the latest version at present) and above (in the future) is an app-like application that does not need to be downloaded, installed, registered or uninstalled. Users only need to scan or search WeChat to open the application; After completion, you can exit without closing the uninstall; Will not disturb users, will not push messages, will not have a subscription relationship, will not share with friends. ?
2. How to use the applet?
A: First, upgrade to the latest version (6.5.3), Baidu will not upgrade itself, or Apple users will directly log in to the AppStore to update WeChat directly; Then search the applet instance, click the corresponding search result to enter the applet instance window to activate the applet menu, and you can see the applet entrance in the discovery. I won't go into details here, but there are many articles about it. It should be noted that once you upgrade to the corresponding version of WeChat, you don't have to search for some small programs. It is ok for your friend to forward a small program to you through WeChat conversation, because WeChat found the entrance at that location, which is essentially a historical record. Once used once, it will appear automatically.
B. Here comes the problem. Where can I find these applets?
This problem is related to the product concept of WeChat applet. Zhang Xiaolong's team is one of the most restrained teams in history. Of course, he once explained that restraint is not to suppress oneself, but to be based on reason. Once upon a time, WeChat became a marketing position, and people were passively immersed in various WeChat commercial advertisements and chicken soup for the soul. When the monthly active users of WeChat reach 800 million, this super citizen has been applied to the growth deceleration period, while the time people spend immersed in WeChat is increasing, and the value of WeChat to users per unit time is declining. As a national application, the consideration of productivity and marginal productivity is no longer melodramatic and arrogant, but a necessity for long-term development. Therefore, it is inevitable to curb over-marketing, return to service and go offline.
Therefore, small programs pay unprecedented attention to the function of sweeping, and hope that the use of each small program is based on a real basic demand point, rather than various marketing. Zhang Xiaolong said: We won't recommend it to you just because you have used an English learning applet. Even when you find and use the most desired applet, such as bus and bus station, you can know the timetable by scanning it and buy tickets online. In other words, from life, from offline, from the scene.
With regard to marketing, Zhang Xiaolong's team exercised restraint to the extreme, which is reflected in the following issues, and we can also see how great teams practice the principle of restraint.
However, users always need to find applets, users always need to adopt early adopters, and users always need to find desired applets more conveniently. ?
3. The entrance of WeChat applet?
A: The applet in the discovery column records the applets used in history; The limited search function of applets. These two functions are simple but not simple, reflecting the good intentions of the small program team, which will be analyzed in detail below. ?
4. Does Tencent have an app store?
A: Tencent officials don't; This is also the embodiment of its product concept, and it is also different from all previous light application platforms. ?
5. Is there an independent third-party app store?
A: There are independent third-party application stores, such as unclerong.com, which were developed by several science and engineering graduates from Tsinghua Academy of Sciences. What users need is reasonable. The function that is easy to be abused on a large platform may be different on an independent platform. Of course, there are others, all of which have just started, and it is hard to say clearly about the future. ?
6. So, how do users find the applet they want to use?
A: Method 1: WeChat search requires you to fully understand the exact full name of the applet according to the various lists you can see now;
Method 2: WeChat official account association, you will see it on the official WeChat account you are concerned about. In the introduction of WeChat official account, there will be a small program developed by WeChat official account, and one WeChat official account can be associated with five small programs (one small program can only be associated with one WeChat official account);
Mode 3: recommended by friends, either in a group or in a separate conversation. This recommendation is very interesting, involving a sub-concept applet sub-page, causing many new experiences, which will be introduced in detail later;
Method 4: scan the code, which is what WeChat is most willing to see. In the future, it is likely that there will be QR codes everywhere, so that WeChat can realize its ambition of connecting everything;
Mode 5: History, that is, the entrance to the discovery program. This interface also has a very interesting mechanism, which will be introduced in detail below;
Method 6: In the future, WeChat can find nearby shops that can use applets according to their geographical location; This is really a clever design, but also a very inevitable design;
Mode 7: Go to an independent third-party app store, which is the last way WeChat wants to see, but the existence will be reasonable;
Mode 8: Although the circle of friends can't share and scan the code directly, it still can't prevent everyone from reporting themselves in the circle of friends. It is estimated that for a long time to come, someone in your circle of friends will jump out of the name of Amway's own applet.
C. How does the applet guarantee your experience after use? Where can the ingenuity of the WeChat team be reflected? ?
7. Let's talk about a core experience, that is, use it after searching and leave after using it. How is the WeChat team guaranteed?
A: WeChat first stipulates that the size of the applet is within 1MB, which is basically a slightly clearer picture size. After searching, you can come to your cache immediately. Then, WeChat opened the WeChat user system to applets, and also required applets to be used directly without registration, that is to say, when the app is opened, you don't need to watch 3s to 5s advertisements, and you don't need to register, and the size limit of 1MB almost makes applets expose key core functions for users to use directly. This is instant search and use. As for leaving after use, there are two meanings:
First, there is no need to close it. This is the memory management of WeChat. Just like the IOS system, just quit, and the background will manage its own memory.
Second, there is no need to uninstall, because it is not installed, so there is no need to uninstall. Of course it can be deleted. Select a applet in the applet list interface, and slide your finger to the left to delete the applet, and the data will be deleted at the same time.
Two doubtful questions are, what will happen to WeChat reloading? I logged into my account on another mobile phone. Will the applet still be there? Of course, more importantly, realizing the instant search and use of applets is not only the constraint of WeChat, but also the constraint and constraint of WeChat on service providers. The price behind this is amazing, and the product concept of customer first is also incisive. ?
8. Let's discuss how the WeChat applet can maximize the function of the applet. How to make users experience the richness and power of this function?
A: Applets provide a wealth of components, including view containers, basic content, form components, navigation, media components, maps, canvases and so on. It also provides rich interfaces, including seven interfaces: open interface, interface, device, network, media, location and data. It also provides Websocket API for real-time communication, which has great vertical social potential and provides innovative sharing interfaces such as applet subpages; In a word, applets provide rich, complete and innovative development tools, which make the functions of applets all-inclusive.
What can be perceived by users is that applications from all walks of life have the possibility of entering applets. In addition, applets can be hung up, set at the top, used offline, used in the background, entered on any page, shared on any page, and can quickly switch tasks. It is even conceivable that applets can directly interact with conversations in the future, which will bring huge experiences and new experiences to customers. Now many small programs are not easy to use, personally, because everything has just begun. ?
9. How does the WeChat applet team ensure everyone's cleanest and most humanized environment and experience in various details?
A: First of all, talk about the restraint of search. Users need a complete and accurate name to search for applets. Is the fuzzy search ability of WeChat team poor? Specifically, this matter is not so general. It must have a complete and accurate name. In fact, small programs that participated in internal testing in the early days can be searched without entering the full name of the small program, such as Meituan; The applet that has been added does not need to enter a complete name; Other requirements.
The author thinks that this is the search optimization skill of WeChat in suppressing keywords, which allows users to receive small programs, but we will try our best to limit the search ability and avoid its abuse. Otherwise, why can you use it to fuzzy search yourself? Because you have used it, not from marketing, but you have to find the service you are sinking. Actually, it also brought convenience to the first batch of small programs. If you have a good name, someone will find you, which happens to be the case. Therefore, there must be some restrictions on the naming rules of applets, otherwise there will be a bunch of applets named after categories. Of course, one thing is certain, can we have the same name?
Secondly, the message sharing circle of friends is suppressed, the message push is suppressed, there is no subscription, it is forbidden to open applets directly on the QR code line, and there is no app store. At the same time, there can be no external links in the applet, and tags in HTML are prohibited. It is impossible to put all kinds of foreign advertisements in the applet, and everything is to ensure the user's clean environment.
Thirdly, many humanized designs realize the most natural user habits and system evolution in the most silent way. For example, the list of small programs is naturally sorted according to the time of use. This seemingly inconspicuous detail is the design that once ensured that those WeChat groups that you no longer use sink to the bottom of the water, and the WeChat groups that you use every day are the easiest to find. Small details, great use, is ingenuity. Another example is setting the function of the top. If you don't use it for a while, it will disappear. Is it very human? Don't you know? These little details are unknown, just like Stephen Chow's movies. Every time you look at it, you will find more, and then you will smile again and pay tribute to the creator from the heart. This is how I feel about the WeChat applet team now. Moreover, it is undoubtedly a good new experience to search up to 5 function pages while extremely restraining small program search.
Another interesting privilege for Android users is that they can nail applets to the desktop. ?
10. The WeChat applet team is unsafe to use. Will it make WeChat more and more stuck and consume a lot of traffic?
A: This question, the applet is completely under the control of WeChat. Any domestic company that develops small programs needs to do it in strict accordance with the specifications of WeChat, and it needs to be approved by WeChat before going online; The service provider can't get your WeChat account and password, and can't get your micro-signals and social relationships. It can only get nicknames, avatars and personal basic information through OpenID. No outer chain, no jump. So applets are safer than many apps in a sense. Of course, the premise is that you think WeChat itself is safe. In the next few years, data security will be an epoch-making proposition.
There is another detail about the account system. You can authorize the corresponding applet through the official WeChat account and associate the corresponding account. This is something designed by each small program, and WeChat only gives the possibility. If there is a relationship, you can get through the information flow more and experience more smoothly.
As for whether it will be stuck, it doesn't cost traffic. After starting the applet, it is mainly business data. If you watch the video, it is undoubtedly a traffic fee; If you look at the text, the traffic will naturally be low, just like you look at a website in a browser, depending on what website you are looking at. Whether WeChat will be stuck or not depends on your own usage habits. Without applets, many people's WeChat may get stuck, so if you have bad habits, applets can't save you. The author measured it, and browsed the text for ten minutes with a small program, with a cache of about several kB and little traffic. ?
1 1. Does the WeChat applet completely curb marketing?
A: No, as Aunt Mei said when she accepted the Golden Globe Lifetime Achievement Award, disrespect breeds disrespect, violence breeds violence, and what kind of baton breeds what kind of ecological culture. When the official WeChat account came out, there were marketing experts everywhere. As soon as the applet comes out, it is natural to hope that all localities will do a good job of service. Service-oriented, good service and reasonable marketing are necessary.
It's just that the reasonable marketing that small programs think is initiated by users. Therefore, applets can't share a circle of friends, but can only spread in conversations; Moreover, the shared page is not a registered login page, but the most valuable and accurate page that users think. It is a living data, and people who share it can also directly see the value and click Use. This is very powerful and imaginative.
Wechat believes that the applet is not another official WeChat account, but another thing. The applet and the official WeChat account are complementary in a sense. WeChat official account can be associated with small programs. Therefore, if the official WeChat account operates well, there will naturally be a marketing entrance for small programs.
In the future, discovery based on geographical location will be an imaginative entrance. Zhang Xiaolong said that offline, what WeChat needs to do is to remind users which applets are nearby, which stores offer applets nearby and what this store can buy. This is a huge business opportunity for real O2O retail; No wonder small programs are best for e-commerce.
As for everyone being misled, there is no news push, but it is not. There is a message push function, but the restrictions are very strict. Those who answered no only read Zhang Xiaolong's speech at the end of 20 16. That's not telling you, don't think about harassing users with message push. In fact, in the absence of user confirmation, applets can only actively push one message every week, not all messages can be pushed, only template information that has been strictly reviewed. Once the user sends a message to the applet, supporting text and pictures, and the customer service message is enabled, the developer can reply to the user within 48 hours. Very similar to the message mechanism of service number.
Therefore, the WeChat applet has not completely curbed marketing, but the current correction must be overkill, which is a determination and constraint of ecological culture. Good business, small programs will certainly support, otherwise how can everything connect people and business? It's just that sometimes, some industries are not suitable from the beginning.
The details are endless, and it is just a glimpse of the leopard in the tube, which shows that the small program has exhausted the users.
This group of vulnerable groups have been living in this hot land of entrepreneurship. With the aura of the times, with my inner desire, and with the encouragement of others, I am performing scenes on the road that seems that everything is possible, but unfortunately it is not my hot drama. The land spawned by the double hot air seems fertile, but it is actually dry. Either encourage the growth of seedlings or fish with exhausted resources. But in every surging wave, there are always one or two wave breakers who inspire everyone who is pretentious or thinks he is not pretentious with symbolic achievements, and I may be the next one. As the most typical wave, mobile Internet has experienced several waves and educated several generations of entrepreneurs. The launch of the small program has made many pairs of eyes red and stirred many hearts. What kind of wave is this for entrepreneurs?
D. which industries are flocking to applets and which industries are suitable for applets?
By the end of 2017,65438+10/,there were nearly 400 applets online. According to statistics, 1 * * * involves 16 industries, among which life service, culture and entertainment, finance and tourism account for more than half. The pioneers of these industry applets were satisfied with the initial test results, not so satisfied, or even quit. Generally speaking, everyone is full of passion and expectation, hoping to start a new era.
However, the formation of new ecology must have its objective laws and limitations, as well as its natural adaptation and discomfort. ?
12. From the function of applet, what industry is suitable and what industry is not suitable?
A: Except for what applets can't achieve and what applets inhibit, the rest should be industries that are or may be suitable for applets, including those that exist now or will only exist in the future.
There are several excellent articles on this topic, and each industry will also have excellent brain holes, so as to gain insight in advance and even become a line. I just want to say that the head APP, the industry that needs deep and complex online services, the industry that takes content as the core or relies on a lot of social marketing, the game industry is not a small program for the time being.
The main reason for the head app to join the applet camp is that it is stuck. If you accidentally let an unknown colleague get stuck in a small program, wouldn't it be capsizing in the gutter? There is also a research mentality.
The increment of offline scenes is the most imaginative place. The participants in the scene may be small shops, which have no ability to develop and operate, but the integrator of similar scenes is a possible big role, such as food. The applet QR code can generate at most 10000 QR codes with parameters, which means that it may penetrate countless scenes. ?
13. Which industries will be particularly optimistic about?
A: The industries that everyone is most optimistic about are: e-commerce (because of Tencent's dream), tools (the essential spirit of WeChat is also very suitable for the characteristics of leaving), and services (the essential return of small programs); O2O (sweeping ecology, offline traffic era, many interconnected scenes, and many vertical industries); WeChat official account (this is doubtful, some are appropriate, and some are inappropriate); Vertical social interaction (this field is very imaginative, and the social interaction after appointment is full of most social scenes, but there has been no good product coverage, and WeChat itself is more suitable for acquaintances to socialize); 2B products (many scenarios, flexible collaboration, suitable for lightweight products). ?
14. What are the applet concept stocks? (For reference only)
A: Tencent, Bird, Youa; Wei Tuo Information, Langma Information, Hongqi Chain, Century Information, Tianyuan Dike; Zheng Tong Electronics, New World and New Capital; Leo, blue cursor, Huayi Jiaxin; Dongfang Tong, Digital China, Tianji Technology; Xinyada
A: Stocks involving O2O, WeChat platform cooperation and QR code.
E. As a micro-entrepreneur, how to embrace the small program ecology?
History is always created by people, although history always remembers only great men. The real creators of WeChat applet ecology are actually thousands of entrepreneurs and users in Qian Qian. Only with their talent and time can we create a great ecology. Just like WeChat, WeChat has really become a super platform because of the participation of businesses and individuals. Leaving this group of people to imagine the ecology of WeChat applets will only leave a very poor possibility.
As a micro-entrepreneur, how can we embrace the ecology of small programs? Doing is always the first. ?
15. What does the applet mean to entrepreneurs?
A: At least it can be used as a battlefield to verify MVP (minimum product). In addition, the development cost is reduced. Under the same human and material resources, the development and design time of small programs is only one-fifth of that of apps with the same function. Wechat solves the compatibility problem and saves a lot of front-end development work.
16. How to start your journey of applet?
A: First, register your applet, open the WeChat public platform, click Register Now and select the applet. Second, regarding the domain name of applets, Tencent Cloud 65438+/KLOC-0 announced on October 4th that the domain name of WeChat applets was snapped up in 8 yuan, which is an exclusive domain name. La of lite app, which is a necessary condition for the development of WeChat applet. The promotion period is from June 4th to1October 20th. Third, how to name applets should not be searched vaguely. The sooner you register some common names, the more dominant you will be. ?
17. How to develop your applet?
A: First of all, understand the language of developing applets, WeLang language, and the language dedicated to applets; Second, the applet is a collection of web pages. A WeChat page contains four files: WXML (page structure), JS (page logic), WXSS (page style) and JSON (page configuration, unnecessary). Third, make good use of the components and interfaces provided by WeChat. Components include view container, basic content, form component, navigation, media component, map and canvas. Interface includes seven interfaces, including open interface, interface, device, network, media, location and data. ?
18. Is the audit of small programs strict?
A: Very strict. Some internal testing companies even say that applets may be the most stringent in terms of completeness and usability. In the "WeChat applet platform operation specification", there is a usability and integrity specification. The basic requirement is the finished product, which can be opened and run without serious bugs. Nine times out of ten, developers will fall into seemingly simple requirements. For example, the user clicks Favorites, but the page does not display Favorites+1, which is unacceptable to WeChat. ?
19. How does the applet use the WeChat ecosystem?
A: A simple example, a small program can call WeChat Pay to get WeChat user information. ?
20. How do businesses spread applets?
A: The offline QR code is associated with the official WeChat account. Just like the official WeChat account of that year.
F. As a micro-entrepreneur, what else can you do besides doing small programs? ?
Who are the participants in the 2 1. applet ecology?
A: Small program stores, small program development service providers, small program operation promotion service providers, and small program data analysis service providers. It is said that it will integrate development, release, operation consultation, developer media, order-taking platform and other comprehensive services, and it is really Tsinghua Department. Suggest attention.
This is the best time and the worst time.
This sentence is suitable for every era. Because every era has its own theme.
Ma Hua Teng believes that artificial intelligence is the infrastructure of the next generation. He predicted that in the next 10 year, the iteration of human-computer interaction interface will be a high probability event of the next generation infrastructure. Zhang Xiaolong also fantasizes that in the future, the system will be hidden in glasses, without downloading, and will leave after use, which will be the trend of all applications. No one can stop them from connecting everything, connecting people, connecting people and services, connecting people and enterprises, connecting people and goods, connecting AI and logistics networks, because they will also be their dishes. It seems that only God and time can stop them.
I have to end this article with a netizen's incisive metaphor: APP, like the original, can only be used several times a year; The service number is like a mistress, fixed several times a month; A small program is like a booty call. You run out and leave.