WeChat Mini Program’s artificial online traffic diversion restrictions are converted into offline connections

WeChat mini programs cannot be shared to Moments, and cannot even be entered by long-pressing the QR code. In other words, even if you put the QR code of the mini program on a web page or an article in a subscription account, the user will still Cannot long press to open mini program. Users can only open mini programs through: offline code scanning, search, and sharing with friends. WeChat artificially limits the online diversion of mini programs. If you enter through active search, the volume will obviously not be particularly large. The speed of sharing among friends is also limited. It can be said that WeChat is forcing developers to try offline diversion. flow channel. This is consistent with WeChat’s strategy of connecting to the real world through QR codes.
Why offline? If the previous discussion is correct, then the emergence of mini programs is not to solve the HTML5 experience problem. Yes, it improves the experience of web applications, but more importantly, it is to solve business problems. In the past year, many of my friends in the entrepreneurial circle have lamented that five or six years ago, developing a purely online product might be able to support a company or even go public. But now, it is difficult to develop a purely online product, such as a community or a tool. , such as content, there is not much room for survival.

　The world of apps has become saturated. We can almost find a variety of apps that meet different needs in the App Store. Each app is competing with each other for users’ time. The competition online is so fierce. A new website or app may only get 10 seconds of usage time from one user a year.

Faced with this situation, as an entrepreneur, how can we get more user time?

Imagine a scenario where your entrepreneurial project is a book, and your biggest expectation is that users will finish reading the book. However, while reading, the user may be reading WeChat, watching a variety show, or eating potato chips. A WeChat notification may cause the user to leave the reading state and "concentrate" on replying to WeChat. You of users’ time was “stolen” by WeChat.

Then, if you have the power, you can lock the users in a small, airtight room, take away all the electronic devices and snacks around them, and only give them a book, which will last them a day or two. You can finish reading a book. In this small room, the user's time is yours.

Or, your book is attractive enough to continue to occupy the user's attention, and the user may finish reading the book quickly.

Or, you can prove that after reading your book, users can immediately embark on the road to financial freedom, and users may also finish the book quickly.

In this picture, the book is your product, the small room is the scene, and the attraction is the exquisite service you provide.


Online, it is already difficult for us to put users into a "small room" and let them only read books, because users have too many choices when facing the screen.

But offline, the user's time can be monopolized by a certain offline scene, such as when waiting for the bus, monopolizing by the bus station, when eating, monopolizing by the restaurant, then, if the user's time is monopolized in these Provide the most suitable service for this scenario. Is it easier for users to leave WeChat and mobile games to use this service?

In other words, it is possible to share the user time it occupies with offline scenes.

As Zhang Xiaolong mentioned in his speech, if you go to a long-distance bus station and you happen to see a QR code that you can scan to buy a ticket, obviously in this scenario, you scan the code The possibility will be higher than online. In this way, it is equivalent to your time being exclusively occupied by the passenger terminal. This ticket purchase product, in this scenario, shares your time with the passenger terminal.

Is such a scenario-based promotion method easier to acquire users than placing an advertisement online? In fact, the cost of online promotion is extremely high, and many promotions often bring only one-time users. Many entrepreneurs are already thinking about how to acquire customers at a lower cost through offline scenario-based methods.

Mini programs mainly promote offline scenarios. In addition to serving Tencent’s purpose of “connecting everything”, they actually also cater to the trend of tapping offline traffic.

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