On September 21, the WeChat application number was formally released under the name “WeChat Public Platforms and Appletsâ€.
After the applet came out, all circles have these questions:
Will the App and service number disappear? Will it disrupt the App Store; Android and iOS engineers will be laid off?
Why doesn't Apple ask for an "application number"? How can a small program be profitable; can a small company enjoy a flow bonus?
What kind of product is suitable for accessing applets; the HTML 5 applet experience is inferior to native apps?
For this reason, Lei Feng.com has chosen senior people to view the WeChat applet.
 Does the applet replace the App:Pan Xin:
I don't think there is an alternative relationship between WeChat apps and apps. For most enterprises, it is inevitable that both hands must be hard. Relatively scarce resource start-ups are more suitable for quicker access from low-cost WeChat application numbers.
It is a pity to see the critics of the roads slamming the WeChat applet to subvert the App Store, as well as subverting this subversion. All in all, they have overturned the world. I deeply doubt that most of you have certainly not operated a company. I also deeply doubt whether Zhang Xiaolong has the same "small program dream".
QQ has also explored a Widget-like model or even a QQ desktop. It is not a very successful result. Compared to that year, I am certainly more optimistic about the prospects of the WeChat applet. But it is still too early to talk about subversion.
 The relationship between applets and service numbers; is it open to individuals?Laurence:
Can service number be converted to application number? This is not known, but I believe there must be a large number of service numbers that are intended to be converted into application numbers. The functional attributes of some service numbers are much larger than the media attributes, such as the service number with hardware device connection requirements, the service number of Jingdong shopping, and drops. Dripping service numbers such as lines, if you let these service number subjects to develop small programs to be too frustrating, the functions between the service number and the applet under the main body will overlap, waste of resources, but also occupy the user's resources, so I guess The service number that is certified is transferable (upgradable) to a small program. In the past, the subscription number can be “upgraded†to the service number. If this is possible, WeChat may also give the option of “upgradingâ€; because from the information obtained, the attitude of WeChat is the subscription number, service number, The enterprise number and the applet are completely parallel in four forms, so the continued presence of the service number must also have the meaning of its service number, but how to upgrade is unknown, such as the migration of fans?
The applet can communicate with the APP, but it does not mention the connection with the service number. Actually, there is no problem with the opening of the service number, but WeChat did not mention this, and the guessing service number can be used to upgrade the applet. However, direct jumps between applets and apps are not supported. (All that can be done is done in a small program. It makes no sense to make so many jumps.)
Is the applet open to individuals?
After the full open application, the type of the entity includes individuals, companies, governments, media, or other organizations. This is very interesting. Small programs have personal subject types. We know that the subscription number can apply for personal subjects, but the service number cannot be Personal subject, I have a lot of questions about this. The applet has WeChat payment ability, and the applet can be open to individuals. What about tax issues? Is the credibility of an individual's speech less than the credibility of the company as a whole, or is the opening of small programs differentiating between different organizations? For example, if an individual developer does not have a WeChat payment function, where does the payment go? personal account? The WeChat payment of the service number is related to the public account of the company, and WeChat will not provide you with tax evasion ability.
 Why the "Application Number" fails to pass
Zhang Hao:
It is reported that the entrance of the application number is found under the tab shopping game. The reason why the applet is called is because the App Store audit does not pass the application number three words, and the apple application number cannot be used as a game product, and only one user can only Add 20 more.
As a person who only writes the Script language, I strongly support Tencent to get rid of PhoneGap/Cordova/Ionic. But I just wanted to ask one thing. Can Apple allow it?
Do apple programs need to be reviewed again if applets are installed or upgraded? This is just like using ReactJS Live Update. It belongs to Apple's gray area. An ordinary App can do this with one eye closed. If there is potential to make an OS, can Apple agree?
Apple's guidelines explicit 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, which is much faster than fixing a bug with a patch.
Given the frequency of WeChat's appearance at Apple's press conference, the WeChat team is likely to pass through the Apple ditch. Therefore, the possibility of being removed from the market like 360 ​​is relatively small. However, if other factories see it, they are just getting ready to do so, which shakes the App Store. The foundation of the anti-X death A, does not anti-X feeling of death B
Laurence:
Will the applets charge developers? Compared to iOS developers, iOS developers are charged, both need to be reviewed, although there is no news about whether the applet is a developer fee, but this is not impossible, service number, subscription number certification It's a fee. After the certification, I got the ability that I didn't have. For example, WeChat paid. I guess that the applet will have a fee channel, similar to the authentication fee (but it may not be called the authentication fee), and then get the unauthenticated The capacity, or the cost of other names, is charged annually.
Pan Xin:
The various Android application markets have been crippled by commercialization, and the App Store has begun to explore advertising. In the future, will WeChat applets be so commercialized as well? Estimates will, but I believe it will not be as rampant as the Android market.
 Whose hand is the small program bonus first?three classes:
What we are most looking forward to is WeChat's relationship chain, and the relationship chain itself is the lifeblood of WeChat. Will this small program relationship chain be open?
First, the relationship chain is not open and conditional. As can be seen in the figure below, this is roughly the three open logics of WeChat.
Only open public information: nicknames, avatars, in fact, is the landing ID, all developers can access, such as Air Travel.
Conditional open: open and use friends. For example, public comment. So based on public comments, you can see where your friends are. For example, the US group take-out, you can see friends headlines, such as 58 companies in the same city, can see friends in the sale, but I'm sorry, this relationship chain is open, only Tencent investment company can enjoy this privilege.
A greater degree of openness: In addition to the login and friend relationships, it also opened the circle of friends, and can directly transfer some operations to the circle of friends to do the action. This is very sorry, only Tencent's free products are available, such as QQ Music, Tencent Video. Wait.
The approximate logic is:
My first son can get all the relationships.
If you do a son, you can get a coincident relationship. You use it. I also use it. I can see each other. I don't use it. I can't contact you.
Outsiders, can only brush a face, the other talk.
Therefore, it is too early for us to be excited. The current openness of the applet is still very low, and there is still a gap from the full opening of Facebook.
Pan Xin:
The WeChat applet must still have a bonus period. I made this prediction:
The winners of the first wave of bonuses were the self-media from the WeChat subscriptions that yesterday and today wrote review articles;
The winners of the second wave of bonuses are the “teachers†trained in the WeChat micro-programs. Most of them should be quickly transformed from WeChat marketing training.
The winners of the third wave of dividends should be those who are eligible for the beta test, after all, it was a bit early.
Later, it is hard to say. Anything good is spelled out.
Of course, good things are always scarce. I don't believe that developing an app is rubbish. Now developing a WeChat applet is not rubbish. The App Store and the WeChat platform are just a carrier. Your product is not what the user needs. Is it the core that the user likes? The WeChat applet is far below the development cost of the App. It can be imagined that there are many small spam programs submitted for review in the future. We sincerely hope that WeChat can have more rigorous review procedures than the App Store. Otherwise, WeChat users will really suffer.
 What type of product is suitable for accessing appletsLi Mingjun:
This has a certain difference with the Native App period. The small program is more welcome is the service app, that is, Zhang Xiaolong said run out instantly. What WeChat wants to do is a long-tailed market that aggregates services that can't afford to make an independent App. Just like Amazon, that year, there were hardly any products you could find on Amazon. Now, WeChat is equivalent to turning products into services such as non-standard things.
"Small and beautiful" products are more suitable for application numbers, can get more bonuses, and the real high frequency is usually better with native apps. Of course, like the same way travel ticket, it just needs a short path or is suitable for WeChat. ecological.
What is a small and beautiful service? Low-frequency, non-just-needed scene-based services can better meet user requirements in specific scenarios (that is, vertical enough). Many paid services may use their power to develop the second spring, education, medical care, home economics, job search, second-hand sales, travel, ticketing, financial management, auto aftermarket, and so on.
three classes:
Not all services are suitable for small programs, but most services and almost all start-up services are accessible to applets.
Which services are accessible and which are not accessible? Let me look at a model first. According to the important/not important, high/low frequencies, we put the Internet products into four quadrants.
Then, we look at the four quadrant hug tactics. We should say that if your service is very high-frequency, and the requirements for interaction and interface experience are very high, you still have to do it natively. However, if you are a low/medium frequency and important service, you should not hesitate to join the WeChat applet application team.
Quadrant 1: Large players, high frequency applications should not access and hug small programs. For example, 3BA (360, Baidu, Alibaba).
Because users often open and interact frequently, the application experience is very demanding, such as live streaming, games, and video. High-security data should not be accessed. Although WeChat only reads the interface, it will not allow the server to submit data directly, but because the applet will provide the cache function, the developer's service is based on H5, but you are running within the prototype framework of WeChat.
Quadrant 2 : Should not hesitate to embrace the applet.
This quadrant contains a large number of service products. Education, Medical, Home Economics, Job Search, Used Trading, Travel, Ticketing, Finance, Automotive Aftermarket.
In short, if users cannot think twice after using it once or twice a year, they should not use a native reference method to let users download, but they should use the WeChat applet to solve it. Start-up companies should also test MVP products through small programs, because WeChat has natural communication capabilities and access to customers. In addition to the more complex development of native applications, the promotion costs are extremely high, and the cost of obtaining customers is extremely high. These have hindered MVP. Product exploration.
From this perspective, small programs can make China's start-up Internet companies reduce trial and error costs and increase the probability of success.
Quadrant 3: Carefully accessing, using WeChat's open capabilities, introducing users into their own products.
After MVP, guide to free products as soon as possible, because the own products can provide better services, and can leave users, such as knowing, Netease cloud music. It is also a good strategy for content-based products to get new users through WeChat and then move to their own platforms.
Quadrant 4: Access depends on conditions, mainly on development capabilities.
Basically, many of them are products of personal interest and tools. They can be done from the perspective of MVP, or from the perspective of interest, not considering too much commercial output, but only considering feelings, but these developers have obvious problems. The product design capability and development capability are limited. Therefore, if your person is doing an APP, then it is still an APP. If it is H5, then the WeChat applet is.
 The competition between the applet and the Native AppYseternal:
The HTML 5, JS, and related technologies have replaced the natives for a long time, and it is now that the hot React Native still looks very imperfect. The application of WeChat should all be running in the X5 kernel of Tencent's browser. How about this kind of thing we all have in mind. I feel like I can only do some low-interaction applications, which is probably one level higher than the web page shortcuts. To take advantage of the cool features of the OS, I still can't get away with the native language. At the moment, native development is very mature. There are many framework libraries. Also very low.
three classes:
The applet is different from the service number. The function of the service number needs to be provided in the Web APP. The applet is a native program in the WeChat. It has the capability of caching. After the C-subscriber subscribes (for now) after a small program, When there is cache, it will not only improve the user experience, but also speed up the program loading speed. The waiting time for users when the network speed is not good will be greatly reduced.
The applet is based on the H5-developed program, but uses a framework similar to the JS-SDK (Baidu was formerly the clouda framework), providing more interfaces and components, making the program more fluid and experiencing a closer approach to the Native App. It is able to publish programs in the cloud (we also need WeChat review), and it can also cache data, enabling the use of WeChat, the largest Native App, to make the H5 App more powerful.
The article is a personal opinion of industry veterans and does not represent the position of Lei Fengnet (search for "Lei Feng Net" public concern) . If you also have different opinions, you are very welcome to communicate with us.
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