The colliding round table faction, the small program battlefield outside the "involution" field
Written by | Pi Ye
The changes in Xiaohongshu are obvious.
One of the most obvious signs is that when users see a hotel they like, they can directly complete the one-stop transaction process through the smart mini program on Xiaohongshu. They no longer need to jump to other platforms to search, consult, and purchase. Efficient and convenient.
More intuitively displayed on the data side. "Xiaohongshu has now launched more than 600 smart mini-programs for homestays, and the average monthly GMV growth of these smart mini-programs is more than three times." Fu Ping said, he is the technical person in charge of Xiaohongshu's mobile terminal. Regarding the traffic side, He perceives the changes most clearly.
Mini programs are becoming the vanguard of digital attacks for many companies. It can be seen that whether it is in terms of development efficiency, traffic coverage, or complete functions, mini programs are the best way for merchants to gather private domain traffic today.
But needs also correspond to choices. Looking at the tracks where this giant is participating today, WeChat mini-programs, Baidu smart mini-programs, Alipay mini-programs, and even Meituan mini-programs, etc., are all becoming options for merchants. The choice of direction determines the speed and trial of the enterprise. Wrong pressure.
Finding the “first option” that suits you in the digital optimal solution is the decisive factor that determines the status of the company in the next three, five or even ten years. A good position can create a good stage.
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Decoding the "Internet Roundtable"
The focus of the lens is on the "Internet Roundtable".
An objective profile of it is that it can be seen as the heads of many companies gathered on the front line of the industry to conduct an online sharing on the company's own digital exploration on the mini program side.
Take this Internet Roundtable as an example. The companies participating in the exchange include Sitong Moving, Maoyan, Order Coming, and the recently renamed Swan Home, covering many aspects of local life.
Mini programs are the core focus of this live broadcast.
"In September this year, the order volume of Maoyan and Baidu channels has hit record highs, and the order volume has exceeded 10,000 for four days. This is very gratifying data." Jiang Jiangle, head of the Maoyan mini program channel, was at the event The on-site statement said, “Since the launch of Maoyan and Baidu mini programs, the channel volume has exceeded 10,000 orders in four days during the non-Spring Festival period.”
One background based on this is that with the advent of the post-epidemic era, users' "retaliatory consumption" wave has hit, and more and more people have begun to search for "movie" keywords in Baidu search engines and information streams, and Maoyan Mini programs are the most direct carrier of this demand. "The GMV is close to 2 million, and the order volume is only four days." He added.
Zhao Haizhou, who has the same feelings as Jiang Jiangle, is the head of the operations department of Swan Daojia. “After we settled in the Baidu mini program in August, the traffic peak actually increased by more than ten times, and the peak at one time actually exceeded the WeChat mini program. program."
The reason for the surge in traffic is that people's precise demand for housekeeping services is gradually amplifying after the epidemic, and the most direct manifestation of this demand is the popularity of Baidu search. Also based on the jump mode, smart mini programs have become swans A "new frontier" for accurately adding new users to your home.
Also benefiting from the mini program side are Order Coming and Sitong Moving. It is understood that the former used Baidu smart mini-programs to embed the business model into Xiaohongshu and successfully closed the transaction loop for B&Bs and hotels. The latter used the tools of smart mini-programs to simplify its own business processes and improve efficiency.
It is not difficult to see that after the epidemic, the changes brought by mini programs to enterprises are not only an extension of the traffic side, but also a sound increase in internal business circulation and service side.
An objective summary is that based on cooperation with smart mini-programs, companies can achieve recovery or secondary growth in their business curves faster and more quickly. The boost for growth can come from the traffic side, but also more importantly, the tools can come from the effectiveness side.
Obviously, based on this, the label for smart mini programs can be positioned as: a new frontier for traffic and a filter on the business side.
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"A starting line"
Regarding smart applets, what is particularly worth mentioning is the “universal benefit” principle based on search genes.
A more concrete interpretation is that whether it is for popular and unpopular industries, such as jewelry, e-commerce, clothing, or for companies in different tracks, smart mini programs can give developers the "same starting line", that is, the same traffic. Same tools, same exposure.
This is precisely the result of Baidu’s “native genes”. That is to say, in Baidu's established search ecosystem, people's search needs are decentralized and fully covered, and the exposure points of smart mini programs will also appear in Baidu's information flow and search results, and the needs will be more diversified. As a result, different small programs in different industries have the opportunity and prerequisites to be "equally discovered".
Or it can be better understood as, in the ecology of smart mini programs, as long as the merchant's mini program can truly meet the needs of users, hit users' pain points, or help users complete consumption decisions, then its weight will follow that of users. The degree of matching of needs will naturally increase.
This is exactly the advantage of smart applets. It can be seen that compared to the centralized model of human intervention and official support, the centralized model of smart mini programs based on search engines and information flow is more fair, just and transparent, and it is also more conducive to merchants to make full use of their strengths. "Good Steel" "Use it on the blade", focusing on product polishing.
This model is also inherently more conducive to small and medium-sized enterprises, that is, enterprises with waist size and below. For many small businesses, they have clear enough plans for product positioning, but it is difficult for them to have the ability to optimize and "ask for official resources". Baidu's smart mini program model just provides them with an equal enough platform. Arena.
At the same time, from another perspective, this is also a benefit for offline traditional enterprises. Take Weipaitang in the jewelry industry as an example. It relies on the search attributes of smart mini-programs and assists in the live broadcast format. Now the new business model has been fully implemented. "More than 5,000 live broadcasts are now carried out on Baidu every day, and core data such as transaction conversion and user retention have been significantly improved. Since joining the smart mini program, Weipaitang's order conversion rate has increased by 50%."
Obviously, if the advantage of smart mini programs for small and medium-sized enterprises is to provide a fair domain, then for traditional enterprises, or enterprises with too single online model, smart mini programs just provide them with a search-based model. A cost-effective online channel method.
It is not difficult to summarize that the starting point of smart mini programs based on Baidu genes determines its technology-based centralized model, and the technology distribution mechanism of search engines ultimately determines a fair, just, and cost-effective business closed loop.
Regarding smart mini programs, the latest set of figures is that its monthly active users have exceeded 500 million, and there are 420,000 mini programs, of which more than 220 have more than one million monthly active users.
Obviously, Baidu smart mini programs already have a rich enough business format, and the technology-centralized distribution model of search + information flow is obviously an inevitable factor in the formation of this form.
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"Deinvolution" logic of smart mini programs
Under the dome of the epidemic, crises coexist. If the crisis is for offline entities such as restaurants and supermarkets, then the opportunity is for online service companies. UU Errandboy is one of them.
"Baidu search has brought 1 billion exposures to UU Errands. The number of users brought by Baidu smart mini programs has increased by more than 120%, and the order volume has increased by 106%." Qiao Songtao said, he is the founder and CEO of UU Errands.
The change in details is that during the epidemic, after UU Errands was connected to the smart mini program, it could more efficiently and quickly obtain the user's errand demand online. At the same time, relying on the one-stop service provided by the smart mini program, the user's The demand is met within the shortest link.
A more vivid metaphor is that smart mini programs are equivalent to amplifying and consolidating the original business core of UU errands. With the support of the smart mini program tool model, the service capabilities of its enterprises are infinitely amplified.
Obviously, smart mini programs provide enterprises with not only "equal inclusive benefits" on the traffic side, but also the expansion and consolidation of their business.
Even based on this concrete statement, enterprises can focus on their own business and use the tools of smart mini programs to build their own customized positions, quickly intervene in the smart mini program ecosystem, trial and error efficiently, and change directions flexibly.
A small case is that a music score applet developer developed applet versions on Baidu and WeChat respectively in 2019, and connected them to Baidu OpenCard and WeChat Search. Although the access process was simple and similar, the developer finally succeeded. It took nearly 2 months to connect to WeChat, but it only took one morning to write the interface at Baidu and submit it for testing and quickly go online.
At the same time, a more open model lies in the Baidu Open Source Alliance. One number is that as of now, 45 companies have become members of the Baidu Open Source Alliance.
For example, in the Xiaohongshu case at the beginning of the article, the construction of many mini-programs for B&Bs and hotels is exactly a member of the Smart Mini-Program Open Source Alliance - a business demonstration of the company's "orders coming". It can be understood that Baidu Smart Mini Program not only provides enterprises with an integrated tool model for the C-side, but also provides partners with open source underlying services adapted to different objects (TO B/C) on the open source side, thereby opening up the B2B2C model. .
Another strong indication is that for "Orders Coming", based on its embedding in Xiaohongshu, its own mini program business GMV may reach 5 million in September. "We have set a goal of completing around 10 million orders from 100,000 in September." said Xu Yueyang, head of channel operations when orders come.
This is exactly the inner loop logic of Baidu smart applet. From traffic coverage at the source, to tool model construction and access in the mid-term, to the underlying open source attributes, smart mini programs provide developers with full-link services covering all three ends.
If we use the latest popular word to describe the role of smart applets, as an emerging service trading platform, its model is exactly "deinvolution."That is to say, in the process of connecting the C-side and the B-side, the anchoring role of the smart mini program is an outward extension line, making the entire system more fluid. At the same time, as an emerging service transaction traffic bonanza, it provides merchants with novel and rich content. And there is a traffic pool to be explored, in which the development dividends of B-side enterprises are large enough and the growth ceiling is high enough.
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Objectively speaking, Baidu is the only platform in the current Internet world with dual engines of search and information flow, and it is precisely this advantage that has created the unique distribution logic and ecological model of smart mini programs today.
Whether it is content or services, they can be effectively "seen" under today's smart mini program model, and at the same time, it can better highlight and amplify the value points of B-side enterprises.
Compared with other players on the track, whether it is from its establishment time or its resource reserves, the current Baidu smart applet can be regarded as being in a super period of traffic explosion, and if combined with the center of the technology side If the distribution logic is standardized, it can be regarded as an excellent digital “option” for most merchants.
Liu Ming 