Closed micro-channel distribution system, a new application Bao

Text / Sohu IT Wang Cong 佶 (please pay attention to my self-media "Penguin Ecology")

Application treasure, as Tencent will focus on the layout of the application distribution business this year, in early 2014 formally announced the WeChat as a subordinate channel, waiting for more than three months time, Penguin Jun finally saw the application Po and WeChat Combination of the real action.

And the mobile QQ application center is different, in the WeChat, application Po did not choose what simple drainage model, but is prepared to use the WeChat function as a basis for the development of more refined mode of operation: including micro-channel-based Red envelopes and sweeping red code and micro-download based on the WeChat relationship chain.

Penguin Jun and people have been discussed on the application Po, that micro-channel to the application of purely simple flow of treasure is simple and effective, but if we can account system WeChat, the public platform, payment functions, etc., then the application of treasure can come up with Than 360, Baidu smart play, and at the same time can make WeChat benefit.

Now, the application of treasure and WeChat really have a deep integration, including:

First, the use of WeChat exclusive two-dimensional code, eat offline market.

WeChat scanning habits of users trained more than six months, the application of a half months ago on the red code is a good use of this feature.

Application developers through the application of treasure, will be able to customize WeChat two-dimensional code (red code), is not compatible with other application markets and scanning tools.

Red code feature on the previous advantage is by jumping WeChat middle page, so that the two-dimensional code iOS and Android one.

Compared to online promotion, red code is more concerned about the offline market. It is understood that the guiding ideology of Red Code is the application distribution market rankings, promotion of limited after all, a broader space is actually offline.

Tencent insiders said Red Code online promotion, Tencent can provide part of the advertising resources, while the offline part of the developers need to find their own place to release.

Second, combined with the WeChat red envelope, the application developers to promote the cost directly to the user.

WeChat red code is the exclusive two-dimensional code, how to make the application developers to give up the common two-dimensional code to red code?

The answer is heavily subsidized, the fire of the WeChat red envelopes during the Spring Festival is the application of treasure used up.

Tencent announced that any users who can download App via Redcode can get WeChat red envelopes. At present, all the money provided by Tencent, Bao Bao prepared for this 500 million yuan of funds, and even made 5.1 during the 5.1 red envelopes such a generous.

Of course, Tencent's full subsidy does not last long.

Tencent insiders said that 500 million yuan is mainly to make WeChat red envelopes + application Po mode to operate, the latter part of the developer or to provide their own red envelopes, but the bonus is not limited to WeChat red envelopes, such as Didi taxi vouchers, US group coupons And so can use red code distribution.

Some analysts said Penguin Jun, there are clever red envelopes have questions:

The benefit is that with Redcode, app developers can reach marketing costs directly to users, a gameplay that is more direct than any other third-party market.

The downside is: the temptation to benefit Red Code, will reduce the effectiveness of downloading users, many users will download a large number of applications to subsidize the brush.

For the latter issue, Tencent mainly by limiting the number of downloads to solve: WeChat users get red code subsidies, up to twice a day, up to ten times a month.

Third, the use of WeChat social relations chain, to promote the application.

WeChat social relations chain, but also the application of a resource used by Po, the relevant product is a "micro download" earlier than the red code on the line.

Its mode of operation is to share the application to WeChat friends and circle of friends, and support for QQ space and QQ is also planned.

Micro download is the biggest attraction for application developers, is the possibility of using the WeChat marketing communications.

Last year in June, "Crazy guess map" had to brush the WeChat circle of friends, the key to its success is to get WeChat circle of friends to share interface. The use of micro-download, application developers can copy the "crazy guess map" like the spread.

Finally, summarize, the application of treasure to do based on the WeChat closed distribution system.

Application Po is building a closed distribution system based on WeChat, including WeChat's dedicated QR code, WeChat's dedicated promotion channel and WeChat's dedicated sharing method.

WeChat closed distribution system, if successful, will undoubtedly have a significant impact on other third-party markets, such as incompatible red code will occupy the offline promotion channels; direct users of WeChat red envelopes will take away developers to 360 Baidu advertising and many more.

Seen in this light, WeChat closed distribution system, called the application of treasure on the traditional application distribution market to kill the device, which is only a red code Tencent, hesitate to invest 500 million yuan of reason.