On December 28, 2016, Zhang Xiaolong announced the official release date of the WeChat applet at the venue of the WeChat Open Course PRO. Unfortunately, this time is not today, but January 9. This means that in a little more than a week, the long-awaited small program will officially enter the realm of public life. In the open class, Zhang Xiaolong also made a comprehensive interpretation of the small program. What is the applet? What is the real meaning of running out? Where is the entrance to the applet? Will WeChat be a small program store? Now, knowing the program will reveal the secrets for everyone.
What is the applet? January 9, 2016, is the start date of the application number (applet). At the time, the WeChat team did not have a very clear concept of the small program, but felt that it was a worthwhile direction. After a year, under constant thinking and collision, the small program slowly found its own position and form. So, what exactly is the small program?
During the internal test, Zhang Xiaolong wrote a brief introduction to WeChat's public relations team: What is a small program: The small program is an application that can be used without downloading and installing. It realizes the dream of the application "at your fingertips". Sweep or search to open the app. It also embodies the concept of “run out and goâ€, users don't have to worry about whether to install too many applications.
Apps will be ubiquitous and ready to use, but no need to install them. At present, we are in the era of a smart phone. In the next era, perhaps in the era of smart glasses, the form of application will change accordingly. What are the characteristics of small programs compared to mobile applications?
No need to install;
At your fingertips;
Run away;
No need to uninstall.
Zhang Xiaolong hopes that through these four points, everyone will realize that the small program is not an "application" in the past, but a more flexible application organization.
The true meaning of "running away" is when many Internet products have said that they are not tools, but platforms. Zhang Xiaolong made it clear in the open class: I think WeChat is a tool and a very ambitious goal. I don't think tools are low-level goals. The small program is the product of WeChat's practice of "run out and go".
In addition, running out will be reflected in all aspects of WeChat products. So, what is the true meaning of "running away"? For a tool, it is to help users complete tasks in the most efficient way. The so-called high efficiency means that the task is completed in the shortest and shortest time. After the task is completed, the user can leave. Try to help users improve efficiency and reduce the time required to complete a task. Try to consume the user's time without unnecessary functions.
Zhang Xiaolong said that how much time users spend in a product is not a WeChat consideration. WeChat values ​​that products help people do what they want to do. It can be seen that the small program is not a product that intends to occupy our "attention" and "time", but a tool that can be accessed at any time when we have a need and quickly solve the problem for us. This is also the true meaning of "running away".
Where is the entrance to the applet? The entrance to the PC era is the search box, and the entrance to the mobile era is the QR code. If you think of a small program as a website in the PC era, it might be better to help people quickly understand what a small program is. In the mobile era, scanning QR codes is an important way to connect users and offline services. So, where is the entry point for the applet? I believe everyone has guessed it.
Zhang Xiaolong said that the small program has no entry in WeChat. The public number also has no entry in WeChat (if the user does not subscribe to the public number). This means that if the user has not run a small program in WeChat, he can't find the entry point of the small program in WeChat. WeChat has been emphasizing a decentralized structure, not intending to make recommendations (subscription numbers or small programs) on its own, nor intending to provide a special entry in WeChat. So how do small programs start? In the early days, scanning the QR code was an important way. Although there is no centralized entry in WeChat, the entrance to the applet will be everywhere. Will there be a small program store?
Zhang Xiaolong said that the small program does not need to be downloaded, so WeChat will not be a small program store, just as WeChat did not make a recommendation number for the subscription number. Can a small program subscribe? At present, the WeChat public account is a way of using a fan subscription. But the applet does not have this subscription relationship. Zhang Xiaolong said: There are no fans in the small program, only the amount of traffic. Because the number of fans is not equal to the number of visits. The applet and the public number are very different products.
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