From the perspective of small program operation logic, it is parasitic on the platform, and the drainage of the platform is also considerable to a certain extent. When the cost of traffic acquisition is gradually rising, Internet giants will not miss any opportunity to drain their own head platform. First, Kwai tiktok took advantage of its strong social attributes to bring small programs to the fire. Then Alipay, Baidu and the Internet game player such as jitter, fast hand, and the US group entered the game in succession, and regarded the small program as an important node to build the ecosystem of the head platform. The first step was WeChat. There is no doubt that small programs have become common practice. The momentum of small programs is stronger After the black swan incident, the applet is more closely related to the scenes of people's daily life. In addition, more and more brands have laid out the applet track. As a result, the market potential of small programs can burst out rapidly. According to the data of the white paper on the development of applet Internet in 2021, there were more than 7 million applets in the whole network in 2021. The main reason is that the market demand is surging, more enterprises have a deeper understanding of applets, and pay more attention to the development and operation of applets. On the one hand, small programs have become an important tool for enterprises to realize low threshold digital transformation. The applet itself has the characteristics of rapid development and convenient sharing, which can reduce the cost burden caused by the digital transformation of small and medium-sized enterprises to a certain extent. The most important thing is to share the traffic resources of WeChat, Alipay and other large platforms, and improve the quality of digital operation of enterprises. On the other hand, small programs have become an important private infrastructure for enterprises and service providers. The public domain traffic dividend is shrinking day by day. Brands turn to establish their own private domain traffic pool and adopt the play method of combining small programs with private domain traffic. In fact, multi domain brands have quickly realized online blood return through direct connection with consumers through small programs. Take wechat applet as an example. According to the official data released by the "wechat open class in 2021", in 2020, the Gmv growth rate of physical goods of small programs will reach 154%, and the Gmv growth rate of self operated goods sales of merchants in various industries will reach 255%. Among them, the annual growth rate of small programs in retail channels such as supermarkets and fresh food is as high as 254%; The annual growth rate of fashion brand applet is as high as 216%; The annual growth rate of fast-moving consumer areas such as beverages and food is as high as 490%. It has to be said that small programs have become a new growth path in many industries. At the same time, their commercial value has gradually become clear. In addition, according to QuestMobile data, as of January 2022, WeChat's monthly active users reached 1 billion 7 million, Alipay was 800 million, Baidu was 609 million. Grow with each passing day, Alipay, WeChat and Baidu are still in stable state of three platforms. Further speculation is that the small programs that are attached to these three platforms will be increasing day by day under the trend of fragmentation of consumer scenarios. To be exact, the future development momentum of applet will be more and more rapid. New competitive logic Facts have proved that WeChat, Alipay, Baidu, the three platforms themselves are abundant in resources, and siphon effect of small programs has already appeared. According to the data of the 2021 applet white paper, wechat applet developers exceeded 3 million and dau exceeded 450 million; Alipay MAU exceeds 600 million, and more than 2 million of the small programs in the platform have been settled. In addition, according to the data released by Baidu mobile ecological Vientiane conference in 2021, the number of Baidu intelligent applets reached 660000 and Mau reached 420 million. From the monthly live data of major platforms, the development of small programs has obviously gone out of the link of horse racing and enclosure. Now it has reached the stage of fine operation by using private domain traffic. Now it seems that how to make the small programs of various enterprises have transformation, cashability and high retention on the platform is the key issue that giants need to consider. Now bat is vigorously integrating various resources and enhancing the ecological expansion capacity. It is obvious that they want to make small programs become the business position of many enterprises through improving the ecology, and finally solve the problems of transformation and realization. It can be expected that next, in the back track of small programs, the focus of WeChat, Alipay, Baidu and other Internet platforms will turn to the competition of ecological capabilities. As for the specific exchange the old for the new ecological expansion, Alipay, WeChat, Baidu and other platforms are vigorously open, and actively take the initiative to update the technology, scene, rules, services and so on. What is worth noting is that Alipay and Baidu are biased in terms of tool attributes, while WeChat is strong social attributes and different in nature. Therefore, even if they are equally focused on ecological construction, the ecological strategies advocated by the three will be very different. Alipay: resource integration priority For Alipay, what we have always wanted to do is platform rather than just tools. As a service carrier, the lightweight operation of small programs is undoubtedly a good means for Alipay to build an ecological platform. Along with this idea, it might be better to explain the main reason why Alipay vigorously integrated the public domain resources to boost the growth of small programs. Alipay small program uses the mode of "de centralization" and "centralization" as a supplementary mode to distribute traffic, and open public area flow gates to encourage businesses to grow from operation. So far, this is still the underlying logic of Alipay's opening up to small businesses. All along, Alipay is committed to the construction of small program ecology. Earlier, Alipay has already implemented small program services, such as transfer and recharge centers, which are closely related to daily life. Users have relatively strong purpose and the conversion rate is even better. After that, Alipay has been fully open through a series of product adjustments. As of now, Alipay APP home page has opened many search ports, application centers, small programs and other entrance to support businesses. In addition, the "life" channel is tested in the tab column at the bottom, and the merchant version can be directly connected to small programs, so that merchants can better achieve the best effect of content operation and quickly reach users. At the same time, Alipay will also integrate business with its own payment ecosystem, such as merchants can directly access the payment stages, flower and other payment capabilities. It is not hard to see that Ali wants to link Alipay's small programs as a link, trying to connect all the resources, so that Alipay's business capability has more new platform. However, due to the lack of social scenes, Alipay small programs still have many difficulties in user retention and subsequent transformation. Wechat: the primary innovative technology Unlike Alipay, WeChat focuses its attention on technological innovation, creating multi scene entrance through technology, and fully adapting the links of business promotion and user use. First, use jump technology to connect the applet with various scenes inside and outside the platform. At present, small programs can jump with WeChat's eco code, video number, official account, WeChat, and WeChat's eco messages, web pages, H5 and so on. The actual situation shows that this method does have a good effect on the innovation ability of wechat applet. According to the white paper data from the 2021 small program, the number of users entering the new entrance of the small program is 21.7%, and 17.7% of the users through the official account. Second, use technology to strengthen user experience. In early March 2022, the wechat applet was tested as a half screen applet. According to the definition of the official development document, this function is "when the applet needs to open another applet for users to perform quick operations, the applet to be opened can be quickly pulled up in the form of half screen." Combined with the above, wechat applet has realized the jump of internal and external ecology, and the new function of this internal test undoubtedly provides a layer of insurance for the fast and efficient experience of applet jump path. Wechat applets pay attention to the integration of technology, not in-depth analysis of mindless "dazzle technology", which is the transformation of wechat applets from flow to reserved thinking. On the one hand, the applet is regarded as a component of wechat ecology, and forms a private domain matrix by jumping and dredging channels with other ecosystems, in an attempt to retain brands with product strength. On the other hand, the user experience is enhanced through the half screen setting, so as to improve the user retention rate. All these reveal that wechat apps are increasingly losing traffic in the public domain and are busy with the urgency of stabilizing the retention rate. Baidu: Service scene out of the circle Compared to WeChat, Alipay applet, Baidu intelligent small program's momentum is not large, which is mainly related to the nature of the Baidu platform itself. As long as Baidu has small traffic, it is doomed to achieve the effect of small traffic optimization as long as Baidu has small traffic. Baidu is essentially a search tool attribute. Users are basically "run out and go", and the retention and transformation in the later stage are weak. From this point of view, the key point of Baidu applet development still needs to focus on how to enhance user viscosity. In the last two years, baidu is deepening the service scene to find the optimal solution to this problem. So far, baidu intelligent applet still takes the implementation of service as the strategic focus, opens up the whole service scenario, and meets the needs of users to see, search, ask and use. To this end, baidu platform provides more than 100 entrances for intelligent applets, such as search and benefiting life, and constantly creates traffic delivery ports for applets, so that brands who settle in have greater transformation power. It is noteworthy that in order to further strengthen the quality of the ecological environment of interconnection, Baidu has launched a new "superconducting plan" to share applets with mobile phone manufacturers, so that Baidu smart applets can run across platforms. The service scenario of Baidu applet is breaking away from the limitations of Baidu platform ecology and expanding continuously. Although Baidu small program is slightly worse than WeChat and Alipay, it is important to ignore that Baidu's powerful search traffic makes small programs a great advantage in the deepening and landing of service scenes. It is clear that Baidu applet still has a lot of room to obtain user precipitation in different scenarios. Summary In fact, Alipay, WeChat, Baidu and other platforms and small programs are going both ways. Based on the traffic advantages of head app, bat continues to improve the ecological environment of small programs and strengthen their business functions through resource integration, technological innovation and service scenarios. While attracting more platforms, bat can also realize the in-depth development of the traffic value of head platform. As far as bat is concerned, improving the value of retention and transformation by improving the ecology is still an important proposition to promote the overall growth of small programs. Predictably, with the trend of traffic dividends reaching the top, ecology has become a new strategic highland. Large platforms are trying to gain more opportunities for growth. This means that the situation of Alipay, WeChat and Baidu applets will become more stalemate. (Xinhua News Agency)