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MindWorks Ventures: WeChat Mini-Program Report 2018

Tencent recently re-engineered the WeChat messaging app in a way that applications smaller than 10 megabytes can run instantly on WeChat's interface. Our report includes an introduction to WeChat mini-programs, an overview of its growing market and ecosystem, and takes a deep dive into its different use cases and implications.

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WECHAT MINI-PROGRAM REPORT
微 信 小 程 序 报 告
APRIL 2018
mini program:
• applications smaller than 10 megabytes can
run instantly on WeChat's interface
• application can be used without downloading
and installing
• users can scan or search for mini applications
and use it right away
Snapshot
mini programs daily active mini program users
Use cases include:
over
monthly active
WeChat users
third party
developers
Lifestyle
Ecommerce
Retail
Games
Government Services
Table of Contents
1. Introduction
a. Definition
2. Market Size and Ecosystem
a. WeChat user base
b. Growth of mini programs
c. Ecosystem statistics
3. In Details
a. Value proposition
b. Use cases
c. Risks and competition
4. Conclusion
What are WeChat mini-programs ?
Mini-programs are instant geo-based apps within the
WeChat app that can run without the need to download.
Tencent has re-engineered the WeChat messaging app
in a way that applications smaller than 10 megabytes
can run instantly on WeChat's interface.
These mini-programs are “sub-applications” within the
WeChat ecosystem and its features span from e-
commerce and task management to payments among
many others.
Definition of mini apps
Official definition: mini-applications are applications that can be used without downloading and
installing. Users can scan or search for mini applications and use them straight away
Tool Platform Ecosystem
• Enable low frequency
applications
• Connected to public
accounts
• Enable connection to
digital hardware via QR
code
• Based on social and
PaaS (Platform as a
service)
• Government service
platform
• New retail ecosystem
• Location based O2O
ecosystem
• Office suite for a variety
of operating systems i.e.
similar to Microsoft
Office
Apple and Alphabet have used their own native app stores
(App Store and Play) to allow users to access the app
universe on their own respective operating systems (iOS and
Android)
Apps vs Mini Programs
Tencent, through its mini mobile applications (less than 10MB
in size), allow users to bypass traditional app stores and run
programs directly within its WeChat application
Ad

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MindWorks Ventures: WeChat Mini-Program Report 2018

  • 1. WECHAT MINI-PROGRAM REPORT 微 信 小 程 序 报 告 APRIL 2018
  • 2. mini program: • applications smaller than 10 megabytes can run instantly on WeChat's interface • application can be used without downloading and installing • users can scan or search for mini applications and use it right away Snapshot mini programs daily active mini program users Use cases include: over monthly active WeChat users third party developers Lifestyle Ecommerce Retail Games Government Services
  • 3. Table of Contents 1. Introduction a. Definition 2. Market Size and Ecosystem a. WeChat user base b. Growth of mini programs c. Ecosystem statistics 3. In Details a. Value proposition b. Use cases c. Risks and competition 4. Conclusion
  • 4. What are WeChat mini-programs ? Mini-programs are instant geo-based apps within the WeChat app that can run without the need to download. Tencent has re-engineered the WeChat messaging app in a way that applications smaller than 10 megabytes can run instantly on WeChat's interface. These mini-programs are “sub-applications” within the WeChat ecosystem and its features span from e- commerce and task management to payments among many others.
  • 5. Definition of mini apps Official definition: mini-applications are applications that can be used without downloading and installing. Users can scan or search for mini applications and use them straight away Tool Platform Ecosystem • Enable low frequency applications • Connected to public accounts • Enable connection to digital hardware via QR code • Based on social and PaaS (Platform as a service) • Government service platform • New retail ecosystem • Location based O2O ecosystem • Office suite for a variety of operating systems i.e. similar to Microsoft Office
  • 6. Apple and Alphabet have used their own native app stores (App Store and Play) to allow users to access the app universe on their own respective operating systems (iOS and Android) Apps vs Mini Programs Tencent, through its mini mobile applications (less than 10MB in size), allow users to bypass traditional app stores and run programs directly within its WeChat application
  • 7. Market Size and Ecosystem
  • 8. WeChat Mini Program Ecosystem Games BaaS (Backend as a Service) News Service Providers Forums Analytics Ecommerce Lifestyle Source: le wagon
  • 9. 2.8 14 50 100 151 209.6 160.8 194.4 235.8 336 355 396 438 468 500 549 600 650 697 762 806 846 889 938 963 0 200 400 600 800 1000 1200 WeChat User Base WeChat now has over 1 billion monthly active users worldwide inmillions 15.8% YoY growth Source: https://technode.com/2018/03/05/wechat-1-billion-users/
  • 10. 830 2,837 3,173 3,427 6,116 7,463 9,595 11,642 11,133 19,253 47,200 44,413 40,541 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 WeChat Mini App Monthly Active Users(in‘0000s) Source: QuestMobile TRUTH China Mobile Internet Statistics March 2018 Monthly active users within WeChat’s mini program ecosystem reached 472 million in Jan 2018.
  • 11. WeChat Mini Program Statistics 580,000 mini programs 1,000,000 third party developers 170,000,000 daily active users 30% 20% 19% 31% Tier 1 Tier 2 Tier 3 >Tier 4 Many users from lower tier cities are also using WeChat mini programs Source: WeChat Conference 2018
  • 12. WeChat Mini Games 100,000,000 daily active users on Tiao Yi Tiao (跳一跳) Source: WeChat Conference 2018 37% active gamers 41% casual gamers 22% non-gamers 50% male 50% female User demographic breakdown:
  • 14. Value Proposition 1: Aggregate high and low frequency services Usage Frequency High High Low UserResources With an increasing demand for offline services from users, WeChat mini programs are able to: Total usage of top 10 apps exceeded 50% More than 20% of apps have only been used once • replace or complement popular main apps with simple applications • provide easily accessible location-based services • replace long-tailed/low frequency apps
  • 15. Value Proposition 2: WeChat public accounts complement mini apps to increase the effectiveness of social marketing Public Account Mini App Profile Page links to related mini apps Customised Menu Template messages Articles Ads from articles Check related Public Accs Share on moments Purchase Payment User basic data Content visit data Marketing Automation System + Solutions Transaction data Social marketing effectiveness Hobbies dataSocial data
  • 16. Value proposition 3: New customer acquisition channel WeChat Mini Apps connect social media and media outlets. It also integrates WeChat pay, WeChat coupons and other payment systems. Most importantly, it connects all offline businesses to online functionalities, creating an important WeChat operating system. Group Chat Personal Account Moments Public Accounts Search Top Stories Mini Programs WeChat Wallet Cards & Offers WeChat Pay Scan QR Code Online to Offline Functionality Social Media Content Payment System
  • 17. March 2018 Aldzs Ranking Name Category 1 跳一跳 Tiào yī tiào Game 2 欢乐斗地主 Huānlè dòu dìzhǔ Game 3 成语猜猜看 Chéngyǔ cāi cāi kàn Game 4 京东购物 JD.com Ecommerce 5 拼多多Pīn duōduō Ecommerce 6 猫眼电影演出 Maoyan Lifestyle 7 摩拜单车 Mobike Lifestyle 8 星途 WeGoing Game 9 黑咔相机 Philm Lifestyle 10 知乎答题王Zhihudatiwang Game Mini Program Rankings Source: http://www.aldzs.com/
  • 18. Third party platforms The WeChat public platform (微信开放平台) certifies third party platform (第三方平台) companies so that they can help other businesses to register their mini program through them, and develop mini programs for them. 580,000 mini programs 2,300 third party companies
  • 19. Use Cases Across Different Sectors Retail Ecommerce Lifestyle Government ServicesGames
  • 20. Retail Yonghui supermarket (永辉超市) has a mini program which allows consumers to scan QR codes, shop, then pay directly and leave the store so that consumers do not have to stand in long queues. Meiyijia convenience store (美宜佳便利店) integrated discount coupons in the mini program while Family Mart’s gift card mini app takes advantage of WeChat’s social aspect and allows consumers to present gift cards to each other. MrFresh (每日优鲜便利购)has a mini program that enables consumers to scan a QR code, pick their food item, then pay directly without leaving their office.MrFresh (每日优鲜便利购)retail shelvesYonghui supermarket (永辉超市) Source: https://technode.com/2018/01/18/wechat-mini-programs-2017/
  • 21. Ecommerce • Ecommerce companies such as JD, Pinduoduo, and Mogujie have created their own mini programs which serve as a new sales channel • As WeChat is home to a lot of original content that is increasingly linked to ecommerce, mini programs open new revenue streams for content creators and allow them to monetize their follower base • Rebecca (黎贝卡) WeChat public account created a brand store mini program and added 1 million users in about seven minutes • Brands can create membership systems to achieve higher user retention • Starbucks created a mini program that provides membership privileges, features that include adding points, purchasing, sharing, and sending gift cards Content ecommercePlatform ecommerce Brand ecommerce Source: https://technode.com/2018/01/18/wechat-mini-programs-2017/
  • 22. Lifestyle When users open the mini program nearby (附近的小程序) function, they will see a list of local businesses including restaurants, beauty salons, coffee shops showing how far they are from the user with their address. Mini programs have a low threshold for users to access service, thus enabling it to cater to a large potential user base. Merchants can maximize the traffic to online services and make better transaction scenarios, and then have their customers linked to merchant’s public accounts. As a result, merchants are able to utilize more channels to interact with the consumer, creating more touch points, and ultimately enhance the user experience expand its overall user base. Bike rental and mobile charger rental mini programs are the most often used as users are able to locate services immediately with mini programs. Source: https://technode.com/2018/01/18/wechat-mini-programs-2017/
  • 23. Government Services Provincial governments have begun to use mini programs which offer legal services and allow citizens to inquire about cases, pay fines, among other features. Intermediate People’s Court of Guangzhou (广州微法院) has a mini program where they upload video of court trials and the Guangzhou Traffic Police has a mini program through which citizens pay fines. These mini programs increase the efficiency of government processes and are able to cater to the specific needs of citizens. Source: https://technode.com/2018/01/18/wechat-mini-programs-2017/
  • 24. Games WeChat released mini games (小游戏) on December 28 2017. These mini games are a subcategory of mini programs that will expand the content of mini program services. Developers can incorporate improved interactive and entertainment features to attract users. Source: https://technode.com/2018/01/18/wechat-mini-programs-2017/
  • 25. Risk and Competition China smartphone has formed an alliance on apps distribution which may pose a threat to the usage of WeChat mini apps. These newly developed “fast apps” are similar, HTML-based lite apps that can be instantly launched without downloading, and will be introduced by a group of 10 Chinese smartphone vendors. Huawei, Oppo, Vivo and Xiaomi are cooperating with six smaller brands for Quick App, which lets users access a range of services, including mobile payments. Fast Apps Search Recommendation Share O2O High retention rate High conversion rate Peer-to-peer Low cost Instant No installation Source: QuestMobile TRUTH China Mobile Internet Statistics March 2018
  • 26. 1. https://technode.com/2016/12/15/wechat-maturing-spread-eggs-chinese-platforms- interview-william-bao-bean/ 2. https://walkthechat.com/wechat-mini-programs-simple-introduction/ 3. https://www.cnbc.com/2018/01/22/tencent-wechat-mini-program-push-takes-aim-at-apple- and-google.html 4. https://technode.com/2018/01/12/wechat-mini-programs-ecosystem-one-map/ 5. https://walkthechat.com/wechat-mini-programs-getting-traction-china/ 6. https://technode.com/2018/01/18/wechat-mini-programs-2017/ 7. https://walkthechat.com/wechat-mini-program-statistics-2018/ 8. https://wenku.baidu.com/view/a70c95890875f46527d3240c844769eae009a3ae.html 9. https://technode.com/2018/03/05/wechat-1-billion-users/ Sources