The dividends of the mobile Internet are gradually shrinking, and small programs have become a new growth point. The author spent half a year cultivating Baidu small programs. With the development of Baidu platform, the process of going from 0 to 1 has just been completed, and I would like to share some thoughts here.
1. Assess the product space
Assessing business prospects is the first step in a product manager's decision-making, and it is also the most important part of an e-commerce product. Only by understanding the overall development prospects of Baidu Mini Programs and evaluating the current status of your company's products in Baidu can you judge your own product space.
According to Baidu's official information, Baidu's smart applet is based on the mobile phone Baidu app, with a MAU of 250 million. When the development of WeChat mini-programs tends to be stable, changes in Baidu's platform will release new dividend space and trigger new growth points; while the DAU of WeChat mini-programs has already exceeded 250 million, a random survey of colleagues around them found that there are still 1/10 of the people do not have Baidu installed on their mobile phones. The gap between the mobile phone and the country email list national-level app WeChat is obvious. Therefore, it is not too much to expect Baidu mini programs to show explosive growth like WeChat.
The characteristics of Baidu's official profile mini-programs are "search + information flow + AI + open source alliance". The characteristics and attributes of the platform determine the development framework and path of the mini-programs to which they belong; what kind of combination do developers in different industries have in these four dimensions The degree of control always restricts whether the applet can take off smoothly.
When it comes to search, it is necessary to distinguish the different sources of mobile app and baidu website. The former is the carrier platform of the applet, and the latter (such as Baidu browser and some mobile phone system browsers with Baidu search kernel) will have a small number in the search results. The guide of the program does not support opening the applet directly.
Baidu Mini Programs are a new format, but many companies do not start from scratch with their product lines in Shoubai; because there are H5, H5 is the carrier product line in Shoubai search results.
Baidu’s strength is improving user experience, and it has become a trend for small programs to replace H5. Therefore, the actual benchmarking product line of Baidu’s small programs is H5; both are small programs.
What is the positioning of the company's H5 product line, whether Baidu's applet experience and conversion can be better than H5, and whether there is a differentiated product plan, which will affect the existing users and future development. The company focuses on increments, and only increments can bring value and benefits.