The best practice of mini programs, just scan and go on Mobike, has it become a way to work for WeChat?

Foreword: Scan the QR code on WeChat and ride a Mobike directly, which smoothes over the pain of the WeChat applet and gives Mobike the benefits of a “son”, but it seems that Mobike is getting better and better I am becoming more and more like a long-term employee of WeChat.

WeChat has once again redefined the QR code: now, someone else’s QR code can be my QR code.

On the afternoon of the 23rd, WeChat and Mobike announced that the Mobike mini program has officially launched a new capability: users can ride bicycles by simply "scanning" through WeChat and entering the mini program.

Brother P from the Chinese website of php also experienced it in practice. It is indeed in line with the concept of small programs. It is easy to use and go, which is very convenient!

Through technological research and development, Mobike and WeChat have overcome the difficulty of not being able to use one code more than once, and have made the scanning process that could only be done through the Mobike App The code unlocking action can be completed by zooming in and scanning with WeChat, but you need to jump to a small program in the middle.

Scan the WeChat code to unlock directly

The offline pain of WeChat mini program

Need to share a bicycle New traffic entrance to smooth things over

Two months ago, the WeChat applet redefined the QR code.

The traditional code scanning methods in WeChat include directly turning on the camera to scan the code, saving the picture and selecting the QR code from the album for recognition, and long pressing the QR code for image recognition. Once the mini program is launched, A strict rule was made: the code can only be scanned through the camera.

The direct result is that the mini program was released with great expectations, but the actual effect is unsatisfactory.

On the one hand, the setting that can only be scanned through the camera makes online Internet companies at a loss because of their traffic advantages. They have complained and even suspended their investment in research and development of small programs; on the other hand, offline companies are not enthusiastic either. With the price rising, laying out mini program QR codes offline not only requires a lot of work, but also consumes manpower and material resources. It also takes a lot of time, not to mention the cost of promotion.

Of course, mini programs cannot be run offline. A more core factor is that there are too few offline scenarios. Take a look at WeChat’s official description of the offline scenarios of WeChat mini programs: Points on the Dinner Table Meals, tickets at stations, ticket purchases at scenic spots...

It can be said that these scenes are not imaginative at all.

At this time, the most popular star project in the venture capital circle in the past year and the first shared bicycle to develop the concept of new offline traffic entrance after the demise of online dividends can be said to be found in the WeChat mini program. It is a product that is most suitable for offline use scenarios of mini programs and has a broad hardware deployment foundation.

Coincidentally, Tencent just happened to invest in Mobike, which currently has the most financing in this field. It does not directly turn the millions of bicycles currently deployed by Mobike into the physical traffic entrance of the WeChat mini program. , it’s simply a waste of natural resources.

The battle for shared bicycles is getting worse

Who doesn’t want to climb on the branches of WeChat and become a phoenix?

Looking at Mobai, they also really need the support of WeChat.

Although from a financing perspective, we will find that Mobike has become the most funded player in this market. In 2017 alone, Mobike received a total of three rounds of financing exceeding US$300 million:

On January 4, Mobike completed a US$215 million Series D financing, with Tencent and Warburg Pincus leading the investment, and Ctrip and Huazhu becoming shareholders;

On January 23, Mobike received Foxconn has strategically invested and reached an exclusive production cooperation, which will add more than 5 million in production capacity;

On February 20, Mobike announced that it had once again obtained new financing after the D round and introduced the Singapore investment company Temasek Equity investment, Hillhouse Capital followed the investment.

But another fact is that winning more money does not mean that you can immediately eliminate the eager opponents in the market.

It is different from the Hundred Group War, when various group buying platforms directly launch online hand-to-hand battles. Since shared bicycles are a physically launched product and an asset-heavy business, big players have penetrated the market and moved to other cities. The speed will not be particularly fast. As long as small players lay out a certain number of bicycles at a certain density, they can survive in the market for a period of time instead of being wiped out directly by money.

This scene is particularly obvious in the regional market. Although Mobike has conquered more than 20 cities, some local areas, such as schools, the home base of ofo, Hangzhou where Qibei Bicycle started, and Xiaolan Bicycle started Shenzhen has a moat that goes deep into the minds of users.

If you look at the entire mobile Internet without sharing bicycles, you will find that the concept that people shouted the most in the second half of 2016 was "the Internet has entered the second half."

On the one hand, the growth of the entire smartphone market has stagnated. Since 2016, the demand for replacement has become the biggest contributor to mobile phone shipments. In other words, there are basically not many newbies who have never used a smartphone. On the other hand, the original bonus of a few cents per App registered user has disappeared, and users, except for super apps such as WeChat and Weibo, basically do not download other apps.

Although Mobike has reached a good position in several App download lists by virtue of its advantage of offline physical traffic entrance, if it wants to become a super App, its current size is still too small.

Only WeChat can bring him enough traffic, and Mobai must also use WeChat’s traffic. Take a look at this announcement of the WeChat mini program: (the mini program function opened to Mobike) will be officially opened in the future, and more companies can access it.

If Mobai doesn’t follow WeChat, others will.

Mobike’s Loss and Possession

There is no doubt that in this first cooperation with the WeChat mini program, Mobike has enjoyed the benefits of Tencent’s own son: User login Users can use WeChat to scan QR codes, and users can use WeChat to pay and recharge...

Even the registration and deposit payment of Mobike can be done directly through WeChat's QR code scanning logic. Completion: The new user scans the QR code on the Mobike bicycle and goes directly to the Mobike mini program to register on the mobile phone, pay the deposit, and use the bike.

In short, without downloading the Mobike App, an ordinary user can enjoy almost all the basic functions of Mobike. The remaining value of the Mobike App is almost only one function: booking bicycles.

MoBai on WeChat Mini Program

What does this mean?

If Mobike’s mainstream user groups adopt the logic of scanning QR codes on WeChat to open bicycles, then Mobike will be reduced to the product logic of “what you see is what you get” like its biggest competitor ofo. In other words, the actual significance of GPS positioning exists in name only.

There is no big difference between this and Ofo's WeChat official account, where you enter the bicycle number to obtain the unlock password.

ofo in WeChat public account

From a deeper perspective, the reason why capital favors Mobike is because it is a rare high-frequency trading platform in the current market, and its potential The value of Didi is the imagination after becoming a giant platform. Just as Didi has grown to a valuation of tens of billions of dollars even today, capital believes that Didi will rely on the potential of the largest entrance in the travel field to extend to other businesses and become the next era of Tencent.

Unfortunately, Mobike seems to have handed over its users directly to WeChat, and the imagination has been devalued.

After all, other third-party services on the WeChat platform, such as JD.com, 58, Didi, and Dianping, have not handed over their lifeblood, while the core of Mobike is only to scan the QR code .

At this time, Mobike will still be huge, but Mobike’s assets are also WeChat’s assets. Just like Apple controls the App Store, all apps seem to work for Apple, and so does Mobike. Working for WeChat.

Original text from 36K, edited by php Chinese website, this article address: http://www.php.cn/toutiao-354192.html

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