Several "WeChat Mini Programs" topics that everyone is most concerned about

After the mini program came out, people from all walks of life have these questions:

• Will the App and service account disappear; will it subvert the App? Store; Are Android and iOS engineers facing layoffs?

• Why doesn’t Apple allow you to call an “app account”? How can small programs make money? Can small companies enjoy traffic dividends?

• What kind of products are suitable for connecting to mini programs? Is the experience of HTML 5 mini programs not as good as native apps?

Will the mini program replace the App:

Pan Xin:

I don’t think the relationship between WeChat application and App is either/or. For the vast majority of companies, it is inevitable to have both hands. Start-ups with relatively scarce resources are more suitable to start from a low-cost WeChat application account, which will be faster.

It is a pity to see critics from all walks of life excitedly praising WeChat mini programs for subverting the App Store, subverting this and that, in short, subverting the whole world. I deeply doubt that most of you have never run a business, and I also deeply doubt whether Zhang Xiaolong himself has the same "small program and big dream" as you.

QQ has also explored a similar model to Widget and even QQ Desktop, but the results are not very successful. Compared to back then, I am definitely more optimistic about the prospects of WeChat mini programs. But it’s still too early to talk about disruption.

The relationship between the mini program and the service account; will it be open to individuals?

laurence:

Can the service account be converted into an application account? This is unknown, but I believe there must be a large number of service accounts that want to be converted into application accounts. The functions attributes of some service accounts are much greater than the media attributes, such as service accounts that require hardware device connection, JD.com For shopping service accounts, Didi Chuxing and other service accounts, it would be too much trouble for the subjects of these service accounts to develop mini programs. There will also be overlap in functions between the service accounts and the mini programs under the subjects, which is a waste of resources and takes up the user's time. resources, so my guess is that the certified service account can be converted (upgraded) to a mini program. In the past, subscription accounts could be "upgraded" to service accounts. If this was possible, WeChat might also give a choice of whether to "upgrade"; because judging from the news obtained, WeChat's attitude was that subscription accounts, service accounts, Enterprise accounts and mini programs are four completely parallel forms, so the continued existence of service accounts must also have the meaning of service accounts, but how to upgrade is unknown, such as fan migration?

The mini program can be connected with the APP, but it does not mention the connection with the service account. In fact, there is no problem at all with the service account, but WeChat does not mention this. It is speculated that the service account can be upgraded. Small program. However, direct jump between mini programs and apps is not supported. (As long as everything you can do is done within the mini program, there is no point in making so many jumps)

Is the mini program open to individuals?

After the application is fully opened, the subject types include individuals, enterprises, governments, media or other organizations. This is very interesting. Mini programs have individual subject types. We know that subscription accounts can apply for individual subjects. , but the service account cannot be an individual. I have a lot of questions about this. Mini programs have WeChat payment capabilities, but can mini programs be open to individuals? What about tax issues? The overall credibility of individuals must be smaller than the credibility of enterprises, or does the opening of mini programs treat different organizations differently? For example, individual developers do not have the WeChat payment function, otherwise where can they receive payment? personal account? WeChat payment for service accounts is related to corporate accounts, and WeChat will not provide you with the ability to evade tax.

The reason why the "Application Number" cannot be passed

##Zhang Xiaoyi:

It is reported that the entrance to the application account is under the discovery tab shopping game. The reason why it is called a mini program is because the App Store does not pass the three words "application account" and has made an agreement with Apple that the application account cannot be used for game products. Also, a user Only 20 can be added.

As a person who only writes Script language, I strongly support Tencent to kill PhoneGap/Cordova/Ionic. But I just want to ask one thing, can Apple allow it?

Does Apple need to review it again when installing or upgrading a mini program? This is the same as using

ReactJS Live Update. It belongs to Apple’s gray area. An ordinary App can turn a blind eye by doing this. If it has the potential to be made into an OS, Apple Can you agree?

Apple's guidelines explicitly permit you to push executable code directly to your app, bypassing the App Store, under these two conditions:

The code is run by Apple's built-in WebKit framework or JavascriptCore.

The code does not provide, unlock or enable additional features or functionality.

Installing an App is equivalent to WeChat *adding* a feature without Apple review. This is far *overkill* than adding a patch to quickly fix a bug.

In view of the frequency of WeChat appearing at Apple conferences, the WeChat team has probably communicated with Apple, so the possibility of being removed from the shelves like 360 ​​is relatively small. However, if other manufacturers see it and are ready to take action, it will be shaken. It’s the foundation of the App Store. [It feels like if you oppose X, you will lose A, if you don’t oppose ：

Will the mini program charge developers? Compared with iOS developers, iOS developers charge fees, and both need to be reviewed. Although there is no news about whether mini programs charge developers, it is not impossible. The certification of service accounts and subscription accounts It is chargeable. After certification, you will gain capabilities that are not available without certification, such as WeChat payment. I guess the mini program will have a paid channel, similar to the certification fee (but it may not be called a certification fee), and then you will gain capabilities that are not available without certification. The ability, or fee by any other name, is charged annually.

Pan Xin: Various Android application markets have been commercialized, and the App Store has also begun to explore advertising. In the future, will WeChat mini programs be so commercialized? I guess it will, but I believe it won’t be as widespread as the Android market.

Who gets the mini program bonus first?

Three Lessons: What everyone is looking forward to the most is WeChat’s relationship chain, and the relationship chain itself is the lifeblood of WeChat. This time, the mini program relationship Will the chain be open? First of all, the relationship chain is not impossible to open, but can be opened conditionally. As you can see from the picture below, this roughly falls into the three open logics of WeChat.

Only public information is open: Nickname, avatar, which is actually the login ID. All developers can access it, such as Hanglv Zongheng.

Conditional opening: Open to friends who use it together. Such as Dianping. So based on Dianping, you can see where your friends are going. For example, on Meituan Waimai, you can see your friends’ headlines, and on Zhuanzhuan, a subsidiary of 58.com, you can see what your friends are selling. But unfortunately, with the opening of this relationship chain, only companies invested by Tencent can enjoy such privileges.

Greater openness: In addition to login and friend relationships, it also opens permissions for the circle of friends, which can directly transfer some operations to the circle of friends. Action, I'm sorry, this is only available on Tencent's free products, such as QQ Music, Tencent Video, etc.

The general logic is:

• The biological son can get all the relationships.

• Godson can have an overlapping relationship. If you use it, I will also use it. We can see each other. If I use it, you won’t, and I can’t have any contact with you.

• Outsiders can only brush their faces and avoid talking about anything else.

So, don’t get too excited. The current level of openness of mini programs is still very low, and there is still a gap between the full-capacity openness of Facebook.

Pan Xin:

The WeChat mini program must still have a bonus period. I make this prediction:

• ## The winners of the first wave of bonuses are the self-media on WeChat subscription accounts who wrote comments yesterday and today;

• The winners of the second wave of bonuses are those who are trained in WeChat mini programs "Teachers", most of them should have quickly transitioned from WeChat marketing training;

• The winners of the third wave of bonuses should be those who have obtained the invitation qualifications for the internal beta, after all The release time is early.

After that, it’s hard to say. Anything good depends on execution.

Of course, good things are always scarce. I don’t believe that if you develop an App, it is rubbish. Now, developing a WeChat applet is not rubbish. The App Store and WeChat platform are just carriers. Whether your product is needed by users and liked by users is the core. Since the development cost of WeChat mini programs is much lower than that of apps, it is conceivable that there will be a lot of small junk programs submitted for review in the future. I sincerely hope that WeChat can have a stricter review process than the App Store. Otherwise, WeChat users will really suffer.

What type of products are suitable for connecting to the mini program

李明君:

This is somewhat different from the Native App era. What is more popular in small programs is service apps, which is what Zhang Xiaolong said to leave immediately after use. What WeChat wants to do is create a long-tail market, aggregating services that cannot bear the cost to independently create apps. Just like Amazon back in the day, there is almost nothing you can’t find on Amazon. Now WeChat is equivalent to turning goods into non-standard services.

"Small and beautiful" products are more suitable for application accounts and can get more dividends. It is better to use native apps for high-frequency use. Of course, those that are just needed and have a short path, such as train tickets for same-trip travel, are still better. It is very suitable for the WeChat ecosystem.

What is a small but beautiful service? Low-frequency, non-rigid scenario-based services can better solve user needs in specific scenarios (that is, vertical enough). Many paid services may take advantage of this to have a second life, such as education, medical care, housekeeping, job recruitment, second-hand sales, travel, ticketing, financial management, automobile aftermarket, etc.

Three lessons:

Not all services are suitable for mini programs, but most services and almost all start-up businesses can be connected to mini programs.

Which services can be accessed and which ones cannot be accessed? Let me first look at a model. According to important/unimportant, high frequency/low frequency, we put Internet products into four quadrants respectively.

Then, let’s look at the embracing strategies of these four quadrants respectively. It should be said that if your service is very high-frequency and has high requirements for interaction and interface experience, If it is high, you still need to use Native. But if you are a low-frequency/medium-frequency and important service, you should join the application team for the WeChat mini program without hesitation.

Quadrant 1: Big players and high-frequency applications should not access and embrace mini programs. For example, 3BA (360, Baidu, Alibaba).

Because users often open it and interact with it frequently, they have high requirements for application experience, such as live broadcasts, games, videos, etc. Those with a high degree of data security should not access it. Although WeChat only reads the interface and does not directly allow the server to submit data, because the mini program will definitely provide the caching function, although the developer's service is based on H5, you are Running within the WeChat prototypeframework.

Quadrant 2: should embrace mini programs without hesitation.

This quadrant contains a large number of service products. Education, medical care, housekeeping, job recruitment, second-hand sales, travel, ticketing, financial management, automobile aftermarket.

In short, if users use it once or twice a year and then never think of it again, it is You should not use a native reference to allow users to download, but should use a WeChat applet to solve the problem. Start-up companies should also test MVP products through mini programs, because WeChat has natural communication capabilities and customer acquisition capabilities, while native applications are more complicated to develop, have extremely high promotion costs, and extremely high customer acquisition costs, all of which hinder MVP product exploration.

From this perspective, small programs can help China’s start-up Internet companies reduce the cost of trial and error and increase the probability of success.

Quadrant 3: Prudent access, using the open capabilities of WeChat to introduce users to your own products.

After MVP, guide to free products as soon as possible, because self-owned products can provide better services and retain users, such as Zhihu and NetEase Cloud Music. It is also a good strategy for content-based products to acquire new users through WeChat and then transfer them to their own platforms.

Quadrant 4:Access depends on the situation, mainly based on development capabilities.

Basically many of them are personal interest products and tool products, which can be done from the perspective of MVP, or from the perspective of interest, without considering too much commercial output, only considering feelings. But these developers have an obvious problem, that is, their product design and development capabilities are limited. Therefore, if your people are making APPs, then use APPs. If they are H5, then use WeChat mini programs.

The battle between mini programs and native apps

yseternal ：

HTML 5, JS and related technologies have been clamoring for a long time to replace native. Even the popular React Native still seems to be very imperfect. WeChat applications should all run in the X5 kernel of Tencent Browser. Everyone knows how this thing works. I feel that I can still only make some low-interaction applications, which are probably one level higher than web shortcuts. To take advantage of the cool features of the OS, native still cannot run away, and native development is now very mature, with many framework libraries and thresholds. Also very low.

Three Lessons:

Mini program is different from service account. All functions of service account need to be provided in Web APP, while mini program is a Native program in WeChat. It has caching capabilities. After C-side users subscribe to a certain mini program (let’s put it this way), when there is caching, it will not only improve the user experience, but also speed up the program loading speed, and the user’s waiting time when the network speed is not good. will be greatly reduced.

The mini program is a program developed based on H5, but uses a framework similar to JS-SDK (Baidu used to be the clouda framework), providing more interfaces and components to make the program smoother and the experience closer to Native App. It can publish programs in the cloud (of course it also requires WeChat review), and it can also cache data, achieving the purpose of making H5 App more powerful with the help of WeChat, the largest Native App.

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