Not long ago, the top 10 Chinese mobile phones jointly announced the launch of “quick apps”, Alipay also dabled in small programs, and now Baidu has launched its own light apps. Mobile Internet wave, want to occupy an important position in the field of small programs.

The reason for the competition is to grab a share of the market before Tencent sets up a sound mini program system, if wechat mini program system mature, it will be too late.

In fact, as early as 2013, Baidu took the lead in launching light applications on the mobile Internet, which do not need to download and search the characteristics of the same as today’s small programs. But avant-garde concepts were born at the wrong time and have had little subsequent impact.

But Tencent operates the same philosophy to its fullest.

The BAT three giants are engaged in a head-on competition, followed by the mobile phone manufacturer alliance. After this battle, we will wait and see who will be the last to laugh!

Why does everyone come to seize the market for small programs?

Applets are becoming the new gateway to traffic, and that’s not what the phone makers want to see.

There are so many apps on mobile phones. For mobile phone manufacturers, APP is one of the important revenue sources for domestic mobile phone manufacturers. The appearance of small programs will hurt their interests.

Of course, the other two Internet giants do not want To see Tencent monopolize the huge market for small programs, so while it is not a foregone conclusion, they are trying to get a piece of the pie.

So, what are the advantages of wechat small programs under fierce competition?

The reason why wechat mini program can achieve initial success is because it is “wechat mini program” and “wechat” is inseparable.

As we all know, whether online or offline, traffic is always at the heart of retail operations. However, online traffic is increasingly difficult to obtain, and offline bricks-and-mortar stores are increasingly competitive. The relationship between businesses and consumers is no longer a simple one of buying and selling. In addition to the quality of goods themselves, consumers have increasingly high demand for service content and user experience.

Therefore, businesses pay more and more attention to service.

In order to attract more traffic, but also to provide more convenient services to consumers, businesses began to try various ways. Big enterprises, such as major banks, 100 orchard and Xinhua Bookstore, independently develop apps. But its huge development cost and promotion cost is small and medium-sized enterprises can not bear.

So after the micro channel small program online, only a small number of enterprises at the beginning of the water, then many enterprises and businesses have also started to enter micro channel small program.

Wechat, with nearly a billion monthly active users, offers a lot of free entry for businesses.

At present, there have been a lot of popular small programs, such as pinduoduo with the way of group, daily youfresh advertising, and major public accounts with small programs to do platform to do e-commerce, as well as some physical stores to play online activity diversion, etc., according to their own actual situation to play tricks. I believe there will be more patterns and gameplay, wechat small program will become the marketing tool of these gameplay.