Mobile Distribution Last Dinner

Today's society, mobile Internet in the popularity of the intelligent machine, the increase in bandwidth, gradually become the center of the Internet. And unlike the Internet era, users of the use of the mobile internet has been a fission, access to information has become a service, the hosting form also from the Web to connect each other into a relatively independent of the app.

For this reason, distributing app stores has become a target for everyone to rob. Over the past year or two, various forces have been competing to form a variety of schools of contention. At its peak, there were even more than 500 domestic Android app stores. Even now, there are dozens of well-known app stores, from Internet vendors to hand-makers, from operators to solution providers, and there are a few good app stores in every field.

However, whether the Web page or app, the end is still the internet, but the Internet will not be able to escape the long tail effect. Such effects are particularly noticeable on the mobile internet, which is lined with apps. Some applications can be used by up to hundreds of millions of users, and some applications are almost deserted. However, the direct cause of the variance is the application of the logic of distribution and the results of different distribution logic.

Distribution logic for mobile applications

The current mainstream distribution logic in the market remains the "application store". such as Baidu mobile phone assistant, Tencent application Bao, 360 mobile phone assistants, peas and so on. But the limitations of the App store's single model are also widely known. The App Store has little room for a long tail after it has been used by the head to preempt the limited resources of the application shop.

Therefore, in the "Application Store" based on the platform to use their own advantages, to create a new model. More typical is the "mobile search + App Store" model represented by Baidu, the "Social + application Store" model represented by Tencent, and the "Hardware + App Store" model represented by handset manufacturers, operators and solution providers. In a comprehensive way, these three modes are common in "Traffic + Application Store". Predictably, independent app stores without "traffic" will perish in the next competition.

First of all, Baidu "mobile search + Application Store" distribution logic, the core of this model is large data and multiple portals, through large data quickly identify user needs and adaptation, and then through the search, application stores, such as multiple access to the user needs to accelerate distribution. The advantage of large data is that it can activate the long tail effect of the Internet, so that the user needs and developer products to achieve the fastest docking.

Again, Tencent "Social + application Store" distribution logic, the core of this model is "user relationship", relying on the relationship between people to spread. This channel is more like a channel for developers to find the target group and stimulate them to share, thus creating distribution. But the long tail effect can not be activated, so now we see the application of large distribution in the treasure is Tencent's own products.

Finally, we say "Hardware + App Store" distribution logic. It's a distribution logic that looks beautiful, but actually very bony. The phone pre-installed looks beautiful, but the opening rate is very small, this is the actual situation. There are many reasons for this phenomenon, it is not explained.

In the three distribution logic, peak elder brother is more optimistic about the distribution of the logic of Baidu and Tencent, because the lack of internet gene handset manufacturers, operators, solution providers, want to do the application store is too difficult.

Independent App Store distributes embarrassment, or sells or transitions

As mentioned above, the independent application store will be extinct, in fact, this view was originally from Jifeng Network CEO Shanyi. Because no matter the size of the user, the behind-the-scenes capital, or the developer ecology, the independent app Store has very limited resources, relying solely on one app store, the drop in pea pod distribution and the sale of Jifeng nets are good examples.

Now there are only two routes in front of the independent app Store, selling or transforming. Sell is not much said, and the logic of the Jifeng network, to find a resource complementary to the backer, continue to seek development. Or casually find a "tyrants" sold can be, seeking financial cash.

The transition, then, is to do the "content-led distribution" that the Giants are temporarily unable to take into account, and the so-called "content-led distribution" refers to the use of high-quality content to guide users to download, thus affecting the final distribution results. As is now the game distribution site when the music network, it is now going to take the content-led application distribution road. But for the distribution of powerful giants, the threshold for content-led distribution is not high. As a result, the transition is still a cliff-side dancer.

Or there is another way, that is, toward the vertical application distribution platform. However, from the experience of the electrical business, the vertical platform itself is not feasible, the logic of survival, the long-term will die.

The future trend of the four distribution platform, who is proud of who decline

Since 2013, the distribution pattern of mobile applications has shown a concentrated trend.

Baidu bought 91, the industry top 4 of the two big platforms in one, quickly rowed off the largest piece of cake. Its more in a short period of 8 months to achieve the average daily distribution of billions of amazing results, and firmly occupied 42.1% of the market share, it can be said that Baidu and 91 of the superposition effect has been presented. Daily application of distribution to the first breakthrough 100 million mark, meaning that Baidu has become a real oligarch and enjoy the mobile distribution market control.

At the end of the year, Tencent successfully reversed its attack. The use of QQ, micro-letter, such as the huge Tencent user size, and Tencent Resources launched a mobile application distribution market raids, has also robbed a certain market.

And Baidu 91, Tencent application of the rapid growth of the treasure compared to 360 now become quiet, its recent share price declines also reflect the side of the 360 current crisis. In the early 360, it quickly became a member of the "billions of clubs" because of the layout of its mobile side, and now the mobile side has plunged its share price down. Is "Chengye, Xiao".

Throughout China's 20-year history of the Internet, no area can avoid the oligarch economy, mobile application distribution or the same, and now Baidu has been on top, Tencent busy chasing, 360 or has fallen behind.