App Store goes to experience consumption times Google Play into China?

Wen/Xiao Qian this period of time, rumors GooglePlay into the Chinese market news caused some discussion. A few days ago and a few friends in the mobile internet business to chat, also mentioned Google Play, but everyone agreed that there is no drama. Why do I think Google Play into China? First of all, now the domestic application market pattern has stabilized, Baidu, application Bao and 360 have firmly occupied more than 80% of the market, users are very familiar with these applications to download the App store, to change user habits is not an easy thing. Second, whether Baidu or Tencent, are the domestic Internet domain giants, have upstream flow of traffic to the application store diversion, and developers are profit-driven. Google play wants to be alone in China, with no advantage whatsoever. Even through cooperation with domestic handset manufacturers, it is difficult to have any breakthrough in the short term. In addition, if from the 2015 domestic application store some trends and large patterns, you will find that Google Play into the Chinese dream may not be as good as imagined. Application store from the department store era to the experience of consumer evolution this year, Baidu mobile phone assistant, application Bao, 360 mobile phone assistants have a major revision. Baidu mobile phone assistant is playing a popular card, application Bao and 360 are almost at the same time shouting out social distribution. From these changes in the App Store, families are looking for differentiation. Depending on the user's needs, application download scene can be divided into 4 categories: 1, the user needs are very clear, know that they need which one app;2, users have the demand but not clear, know what to do with the app, but do not know exactly which app applies; 3, users do not have a clear demand, may be conveniently open the application store , it is possible to download the app when it's interesting, or you can just hang around and quit without downloading it. 4, the user's friends or people around you download or recommend an app, so they may also download it. The App Store has figured out the behavior characteristics of the 4 scenarios, and can meet their needs in different ways and even guide their needs. The needs of the 1th category of users are very clear, so the App Store can do, in addition to extensive and comprehensive access to the app resources users need (this is the application store should try to do, of course, focus on a certain area of the vertical class distribution platform, excluding) and let users get the fastest-search may be the shortest, best way. The 2nd category of users, the application store is the usual way to classify the list, as fine as possible, but there are still recommendations of the problem of imprecise. A breakthrough in the application of the application shell search may be a good way to solve. The 3rd type of user, although there is no clear download purpose at this moment, however, it is still a potential customer to boot, and if the App Store can provide enough personalized content recommendations based on their previous download habits, it is possible to guide their potential download requirements; The 4th category is special, and most of their download needs come from social relationships, People might be willing to try friends to useApps, or apps that people around you download. Previously, the App store was like a shopping mall, with users simply trading relationships. Now, the user is not satisfied with this single form, but also want to get more valuable information and services from the application store. So the App store is evolving from a department store era to experiencing consumption. Entering this era, the application store will become more and more life, the experience of the function will be more and more. At present, some application stores have already given this trend and begun to transform. For example, Baidu mobile phone assistant before the release of the 6.0 popular version, through the numerical and recommended features to enable users to know in a timely manner which apps are hot, which is high download, voting, comments and other functions can also allow everyone to participate in it. These are like indicators of the media index, which makes it easy for users to perceive a good product experience in the search and download app, and then Google Play can recommend the automatic generation of music playlists based on weather, location, and time, which is a very living, personalized experience. Future app stores will be more personalized. Personalization means that the application store will not be the same page, but through the analysis of user data insights, for different users to present a differentiated page and app. More intuitive to show users the app's rich media information, the full understanding of this app before downloading, this is the future of the application store to do things. In addition, from the analysis of requirements can be seen, search and social to the application store is a flow-driven ability. In particular, the search can better meet the requirements of the 1th and 2nd categories of users--these two types of users are the most clearly needed, download the target of the strongest, the highest demand conversion rate of users. While social networking is not the strongest link to user downloads, it's also necessary to have a social advantage-such as Tencent's app, but for 360来, which doesn't have a social gene, says social distribution is a bit of a chicken, and there's little room for development. Application Content Search (also known as Shell retrieval) is not the direction of the future, it is not easy to say. On the one hand, the App store takes time to cultivate the user's habit of using search within the application, after all, for a long time the App Store is used by the user as a download tool, not a search engine; In addition, the application of search requires the developer to provide API interface, implementation of a certain degree So the combination of application search and App Store still needs time to precipitate. Admittedly, application content search can solve some of the problems in the distribution of long tail applications, which is why Google has been in the process of re-application search. Baidu and Pea pod also apply the search as an important future exploration, Baidu itself has a search gene, so you can see the past year Baidu has been mentioning double core distribution, because this is the core competitiveness of Baidu distribution platform, others learn not to copy. Pea pod do application of the transformation of the search a bit helpless, a little bite feeling, after all, in the BT3 of survival is very difficult. As for the development prospect of pea pod, we will talk about it later. To provide a nanny to developersThe core competencies of service application stores are two: the first is whether the upstream flow is strong and sustainable; the second is who can finally build a thriving ecosystem, which is the key to which app store and developer are tied more tightly, that is to provide developers with sufficient flow, technology, resources and capabilities. In the ecosystem, the user is the foundation, the developer is the core. Therefore, the application store not only has to play the distribution channel function, more to provide a comprehensive, attentive service, to help developers get rid of the app's research and development, promotion, distribution, liquidity encountered in the process of funds, technology, resources, channels and so on the constraints, with this nanny-style service tightly stuck to the developer. Apple and Google, with two companies in the world's first and second largest app stores, have long seen the importance of developer ecology. The first step in releasing information from Google Play is to add the Chinese option to the developer register, which shows the developer's importance to the App Store. At home, the application stores are also doing the ecological, but on the possibility of success, Tencent and Baidu the highest; Specifically, the purpose of building the ecology of Baidu is to support developers, from resources, channels, technology and other aspects to support them, improve the efficiency of app distribution, the previous developer incubation program and the current Golden Bear's Paw Award, are their support plan landing, which for small micro-developers and the team is particularly useful; Tencent's distribution of the ecology is based on social networking to build, the application of treasure like an aggregation platform, really have the ability to distribute the hand Q and micro-letter, if you can continue to integrate the power of channels, ecological value will become more and more obvious; 360 in the mobile transformation progress is not small, the ecological construction Recently launched the Dandelion program, although attracted a lot of eyeballs, but the star to join more like a gimmick, did not see the practical significance, another is the so-called support more biased financing plan, 360 was technically weak, it is difficult for developers to provide other support services. 2015 Distribution Industry Pattern: The application treasure is likely to surpass 360 comprehensive view, first quadrant and so on third party organization's market data, as well as our side these app in each store download quantity, the domestic application store market pattern has been stable. Future developers to choose cooperation, mainly Baidu, 360, Tencent 3, small Taiwan will slowly die, such as Android, wood ants, these smaller application stores, including the shrinking market share of pea pods. I think that next year's application distribution pattern will have a variable. In addition to Baidu Department (Baidu mobile phone assistant, 91 assistants, Android Market) market position will not be shaken in the short term, 360 and the location of the application treasure may be interchangeable. From the easy view of the first half of the data, Baidu department Q1 and Q2 market share is always above 40%, and maintain a certain speed growth, in the market peace platform Baidu top position is relatively stable. From the product innovation point of view, Baidu mobile phone assistant Evolution thinking quickly, put forward the popularity of the brand concept helps to curry favor with young users, and then there is Baidu distribution platform to show the developer's commitment to ecological construction,Forward-looking awareness is also strong; Tencent application Bao nearly a year of growth is more than expected, the use of micro-letter and hand Q to drive the application of Bao's strategy is very successful, from Q1 to Q2 application Bao market share increased by 4%, for the market stable distribution industry, this growth is not easy. Now Tencent internal distribution portal, the application of the market share will continue to expand, which is a great threat to 360. 360 market share has been showing signs of contraction, Q2 compared to Q1 down nearly 3%, this number is still very frightening, if the trend of development, the application of Bao next year's market share or will surpass 360. In addition, the handset hardware manufacturer's store also deserves the attention. Mobile phone brand penetration to bring them a group of loyal fans, such as Millet, the use of millet store are enthusiasts, users of high quality, this is their advantage. However, hardware manufacturers to do the starting point of the application store is a little different, for them, the application store is only value-added services, at present, not as a strategic focus on development, the mobile phone manufacturers to update the application store iteration speed can be seen. Also have to say is, now after the 00 has grown up, after a while has become the main consumer. Therefore, these young people's trend culture represents the present and the future mainstream culture. The App Store should start moving towards these young people, turning them into their own fans and accumulating popularity among young users. In addition, the three-tier cities and rural users will also usher in high-speed growth, their demand for the application store will be more and more, the application store should take the market to sink the way to meet the needs of the market. (Small modest for netease science and technology, reproduced please indicate the source.) The article only represents the author's opinion. Author: Small modest, internet observer, Micro Blog @ small Mo Shi, micro-letter contact net1996.