The following is the 2021 white paper on the development of applet Internet From Aladdin index recommended by recordtrend.com. And this article belongs to the classification: research report.
Aladdin Research Institute officially released the 2021 white paper on the development of applet Internet. According to the white paper, wechat applet developers exceeded 3 million and dau exceeded 450 million; Average daily usage increased by 32% year-on-year, while active applets increased by 41%; The Gmv of live video with goods has increased by 15 times, and the customer unit price has exceeded 200 yuan. The small program ecology has created a new growth space.
As one of the important new infrastructure of mobile Internet, applet is glowing with new vitality. A series of adjustments to the internal and external connections of wechat applet have opened a new chapter in its independent ecological development; Alipay, Baidu and other Internet platforms accelerate the expansion of ecological capabilities, and small programs become an important position for Internet commerce. In terms of ecological construction, various major platforms have launched a number of technical services to cooperate with third-party service providers to help businesses operate digitally, reduce costs and increase efficiency.
According to the data disclosed by the 2022 wechat open class pro, the transaction volume of small programs in the retail, tourism and catering industries increased by more than 100% year-on-year in 2021, and the number of small programs with transactions increased by 28% year-on-year. The ideal of “making small programs accessible and ubiquitous” is moving towards reality step by step. Aladdin Research Institute will witness the emergence of more excellent small program developers and enterprise brands in the new consumption era, writing a new chapter in the mobile Internet economy!
I. in 2021, the dau of wechat applet exceeded 450 million, becoming the “standard configuration” of life and shaping a new consumption era with young groups as the core
According to the statistics of Aladdin Research Institute on public data, the number of small programs in the whole network has exceeded 7 million in 2021, including wechat small program developers exceeding 3 million and small program dau exceeding 450 million; The average daily usage increased by 32% year-on-year, while the number of active applets increased by 41%. The applet ecology has created a new growth space.
In the process of rapid development, we see that users’ habits and interests in small programs are further enhanced: the proportion of new users entering small programs through two-dimensional code and active search is higher than that in 2020. Active users are also increasing the proportion of accessing small programs through official account and two-dimensional code. The proportion of visits to life services increased, with users aged 18 to 29 accounting for 35.4%, an increase of 4 percentage points year-on-year. Small programs are reshaping a new consumption era with young groups as the core.
Corporate brands and businesses are also closely following the rhythm of ecological opening, reaching users through multiple scene entrances, cultivating users’ usage habits through multiple links, realizing content marketing and planting grass, and achieving the goal of private domain precipitation and growth; More and more enterprise brands expand contacts through applet matrix to fully cover the needs of multiple scenarios, improve user experience and establish warm and deep customer relations.
Aladdin Research Institute believes that the high penetration of applet in netizens’ life makes it a “standard configuration” in daily life and a “standard configuration” in netizens’ life among users of all ages. It is possible to obtain corresponding services on applet at all stages of life in the future.
Second, the wechat applet “off a” opened a new chapter in ecological development, and the applet has become an important position in Internet commerce
The Internet platform strongly supports the ecological development of small programs: wechat small programs turn off the direct jump app function and open the reverse “arbitrary door” to allow SMS, H5, web page, app and other jump in, forming a promotion link based on social sharing and spreading to “Pan ecology”, thus opening a new chapter in the development of small program Internet; Small program is interconnected with official account, video number and enterprise WeChat, expanding “closed loop thinking” to “component-based thinking”, and marketing scenes and marketing methods are more inspirations and innovations. Eight upgrades helped service provider applet Gmv grow by 130%, and industry solutions led value creation.
Alipay, Baidu and other Internet platforms are also accelerating the expansion of the ecological capacity. Alipay has opened up and upgraded the “search collection” links, enriching the business capabilities of “coupons, members” and so on, bringing more autonomy and certainty to the operation of digital businesses. The newly added “life” channel will give priority to spreading in the private domain to help businesses complete content operation and user touch; Baidu smart applet launched the “superconducting plan”, which will open Baidu and a number of head mobile phone manufacturers to jointly explore a new mode of applet interconnection.
FanTai geek enables enterprises to have their own digital infrastructure and construct their own digital ecology with light application technology in the form of small programs. Finclip solution has been widely recognized by the market. The gray-scale release and real-time control ability of applet stores are particularly welcomed by the financial industry. It has successively enabled many industries such as banking, securities, insurance, social live broadcasting and IOT, and has formed distinctive innovative application cases in unbounded open banking, digital securities companies, supervision and compliance technology. According to the interview with Aladdin Research Institute, FanTai geek service supported a securities firm to realize the signing rate of value-added products in the effective account of that year, and the revenue of value-added products increased by 100% year-on-year. The proportion of new customers of the securities firm reached 60%, the customer efficiency exceeded 70%, and the customer unit price increased by 190% year-on-year.
The applet is further connected with the enterprise wechat and video number live broadcast, which provides a multi scene user connection mode for the enterprise brand. It also integrates short video grass planting, talent sharing and live broadcast with goods into the applet economic circle, so as to help the enterprise obtain development momentum in the direction of DTC and private domain operation. According to the data of wechat open class, in 2020, the transaction volume generated through small programs increased by more than 100% year-on-year, and private domain operation benchmarks in popular fields such as clothing, beauty, supermarkets and catering emerged one after another.
With the continuous improvement of wechat e-commerce infrastructure, the maturity of applet development technology and the gradual deepening of user habits, applet has become the first opportunity for traditional retail enterprises to transform and upgrade and open the online market. Platform support and collaboration further promote the extension of third-party SaaS services and provide enterprise brands with full link solutions and services from customer acquisition, connection to transformation and maintenance.
Third, online shopping has experienced the “song of ice and fire”. E-commerce platforms seek direction in the turmoil, vertical e-commerce focuses on private domain construction, and offline retail accelerates its development
Like a raging fire group purchase in the first half of the year, the Internet giants fall over each other, the subsidy war is going on and off. In the second half of the year, vertical business is booming. The market is booming. The market is getting popular. The real estate business is gradually popular. The small business program of the electricity supplier is adjusting the direction of development in the turbulence, and pursuing the new growth space. The first thing is that the Internet shopping is booming. The shopping mall is booming in 2021.
The data show that among the top 100 Aladdin index, online shopping apps have been listed in 31, and JD, Jingxi and Suning Tesco have entered the top 10 for many times. Aladdin Research Institute believes that in the past year, users’ consumption habits have quietly changed, and extensive marketing such as discount and promotion is gradually losing its appeal. The consumption patterns of diversification, division and integration of promotion and demotion deserve high attention and active response from e-commerce platforms. Helping agriculture and facilitating people’s services are high potential areas for e-commerce platforms with large users to give full play to their energy, Jingxi is one of the typical representatives who actively participate in it.
As a living and consumption mall under jd.com, Jingxi is committed to providing people with a life and consumption experience of high quality and low price, saving money and worry, and takes “saving a new life” as its value proposition, aiming to become the first choice for people’s living and consumption. Relying on the new entity enterprise capability of jd.com, we will be a booster of Rural Revitalization Strategy and a value creator covering all channels and enabling all links. By building a “three chain integration” agricultural revitalization system of supply chain, industrial chain and value chain, Jingxi has opened up the first kilometer and the last kilometer with the “strong village plan” and “direct mining for the benefit of agriculture”, actively explored the scientific, digital and large-scale agricultural production, and made a combination of livelihood guarantee with high quality, so as to drive the efficiency and quality improvement of rural industries. On the consumer side, with Jingxi store group as the core, build a new ecosystem of community life and consumption with full online and offline scenes and multi-mode performance, comprehensively link consumers, new farmers, rural small stores and regional enterprises, and expand new growth space for Rural Revitalization.
In 2021, Jingxi signed strategic cooperation agreements with more than 30 government enterprises such as Henan Provincial Department of agriculture and rural development, Suqian Municipal Government of Jiangsu Province and Beijing vegetable basket Transportation Co., Ltd. to create new agricultural benefit projects such as “online vegetable basket” and “Jingxi farm demonstration base”, and worked with new farmers to help small-scale agricultural products such as Yunnan Weishan red Sydney and Anjiang rock sugar pomelo “touch the net”, Drive businesses and farmers in the industrial belt to get rich together. According to Aladdin Research Institute, in the next three years, Jingxi plans to certify 5000 direct mining bases, covering more than 10000 villages, drive the cultivation of 10 million new farmers and comprehensively help improve the quality and development of rural economy.
Live delivery is also one of the directions of e-commerce applet in-depth exploration in wechat ecology. With the full interconnection of video numbers, official account numbers and small programs, WeChat’s eco live shopping development is speeding up, and suning.com and other e-commerce small programs are coming in one after another. According to the video index, Suning Tesco’s video number was broadcast live for more than 20 times during the 11.11 live good things Festival, and the number of views exceeded 400000; In the private sector growth, suning.com has created content positions through video numbers and official account, and has built a seed user pool with red packets to form a private domain growth vortex. Finally, it has gained excellent results in the number of video orders increased by 1.6 times and the proportion of private core users expanded 1.7 times.
Private domain growth is also a long-term plan for brand development. For vertical e-commerce applet, value expansion and service upgrading are the only way. Taking the mother and baby brand child king as an example, from mother and baby parenting products to parent-child family services, child king breaks the online and offline barriers and constructs a private domain closed loop with the help of wechat Ecology: child care consultants provide professional Q & A services through nearly 50000 active communities, promote social activity with the help of check-in and punch in, and promote user consumption and repurchase with accurate push and points. At present, the child king applet has been synchronized with app and offline stores, precipitating more than 50 million online and offline members, realizing effective private domain growth.
In 2021, offline retail apps ushered in a new round of development. According to the statistics of Aladdin index, the number of retail apps in the top 100 apps has increased from 2 in January to 8 in August, and Watson, Wal Mart, convenience bee and other apps have entered the list for many times.
Since Watson focused on the development of O + O retail model, it has gathered customers through multiple channels such as enterprise wechat, community and stores, and connected the applet with 4100 + offline stores to create an O + O pioneer experience. Watson’s HWB list, test object Institute and worth fighting broke through the restrictions of consumption time and store space. The linkage between diversified content and product empowerment helped the brand growth, and the sales of small programs were 3.5 times that of the same period; Enterprise wechat directly reaches consumers, and communication, link and welfare diversion are completed simultaneously. The consumption of members who have added enterprise wechat is 2.1 times that of non added members; O+O retail mode data-driven Product Co creation, the whole scene helps new breakthroughs, skin care brand AIO listed 2 months, that is, successfully broke the circle, boarded Watsons Mini program elite category sales list TOP2. At present, Watson has achieved the full ecological coverage of the O + O retail model, with strong growth in sales driven by 220 million + users and 15 billion + consumer labels.
Fourth, life services, catering and tourism reconstruct three major life scenes for young groups. Smart community, smart travel and smart home are reshaping the lifestyle of Internet users
The interconnection of small programs and everything has created a new chapter in the life service of Internet users. According to Aladdin’s statistics, in addition to online shopping and video, life service is the most commonly used applet type by users. Users aged 18 to 29 account for 46.5%. Together with catering (55.3%) and tourism (47.7%), they say that the three new life scenes, smart community, smart travel and smart home are reshaping the lifestyle of Internet users.
Smart community applet is a track with great potential. In recent years, there have been many excellent benchmarks, “close neighbors open the door +” is one of them. As the leader of smart community solutions, the “close neighbor door +” applet independently developed and launched by close neighbor technology adds property services such as property payment, visitor call and visit authorization, as well as community services such as vaccine reservation and pet registration, on the basis of providing free intelligent door opening services for community users, so as to create a safe, livable and mutual aid living environment through science and technology, Let the two beams of science and technology and humanities shine into the community together. At present, there are more than 52000 close neighbor technology service communities and more than 8000 cooperative properties. The number of users of “close neighbor open the door +” applet has reached 14 million, and the average person uses the applet to open the door 2.8 times a day.
The same journey aims at the opportunity, flexibly adjusts the strategy, participates in the digital intelligence of the industry, provides technical empowerment for the upstream and downstream of airports, hotels and destinations, helps partners realize digital operation, and promotes the transformation and upgrading of the tourism industry. In 2021, the same journey successfully detonated the market with the blind box of air tickets, leading the industry to recovery. During the three-day Qingming holiday, the “ticket blind box” activity attracted more than 20 million users, and the same trip applet has entered the top 100 of Aladdin index for many times. Elong brand focuses on the accommodation industry and realizes empowerment through elong hotel technology platform to form a diversified wine management brand matrix. As of November 2021, more than 500 hotels have been signed by each hotel management company on the technology platform of elong Hotel, and more than 300 hotels are in operation.
Fifth, in the future, the dau of small programs will exceed 500 million in 2022. Ecological interconnection and platform empowerment will accelerate the digitization of enterprises and form an important infrastructure for China’s new business
According to the data disclosed by 2022 wechat open class pro, in 2021, the transaction volume of small programs in retail, tourism and catering industry increased by more than 100% year-on-year, and the number of small programs with transactions increased by 28% year-on-year. With the upgrading of advertising ability, the scale of small programs to promote the cash flow of traffic owners has increased by more than 90% year-on-year. Small programs are making continuous progress towards the original goal of “making small programs within reach and everywhere”. While helping businesses save operating costs and increase revenue, the commercialization ecology of small programs is becoming more and more abundant. Aladdin Research Institute believes that small programs have become the standard configuration of digital transformation of enterprise brands. It is expected that the dau of small programs will exceed 500 million in 2022, creating nearly 3 trillion Gmv.
The interconnection of small programs with official account, video frequency and WeChat will continue to push forward the transformation of enterprises and the construction of private areas. Video number is the short video live broadcasting ecosystem with the most development potential of mobile Internet at present. It has developed rapidly relying on the potential ability of wechat market and users’ social relations; Enterprise wechat continues to deepen its interoperability with wechat, helping enterprises deeply connect users, provide services and maintain good relations. Their interconnection will form a multiplier effect, jointly stimulate the commercial potential of enterprise brands and form the core composition of China’s new commercial infrastructure.
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