The WeChat applet was officially launched, and the entrepreneurs began to rush!

Just in the early hours of this morning, the WeChat applet was officially launched. This may be a new opportunity for many people. Although it is still unclear how much opportunity and pit are ahead, many entrepreneurs have begun to rush.

At the beginning of October 2016, Wang Longxing discovered a change.

On the online platform of the engineer's part-time platform he founded, some developers quietly updated their personal information and added WeChat applet development in the skills section.

After the small program public beta on November 3, more than 40 companies on the Internet have released the development requirements for small programs. Wang Longxing said his team is looking for experienced small program developers through various channels.

On January 11, 2016, Zhang Xiaolong revealed that WeChat is studying a new form called "Application Number." After half a year, there was no more official news about the application number, and everyone’s attention to the application number gradually declined. Until September 21st, the small program officially opened the beta. On November 3, WeChat opened the interface of the small program, and many people speculated that this is a new wave of traffic dividends. According to previous reports, nearly 200,000 developers have poured into the application.

The WeChat applet was officially launched, and the entrepreneurs began to rush!

On December 29th, Zhang Xiaolong shared in the WeChat open class, clarifying that the entrance is not given, and these restrictions cannot be shared. Entrepreneurs begin to calm down and think.

Where do the users of the applet come from? Where is the portal? How is the search open? How much can the interaction be done... The answers to these rules of the game are only known until the small program is officially released.

Wait, it is the status of most entrepreneurs, but everyone is secretly helping.

One of Liu Zhicong’s regrets is that the company’s angel round is too early. After the small program appeared, many investors Liu Zhicong had seen before, called and asked: "Are you finished this round? Can you go further?"

After leaving the company, Liu Zhicong set up a new company in August 2016 to become a general-purpose PaaS platform. After the beta version of the small program came out at the end of September, Liu Zhicong's team decided to transform the direction to the PaaS platform that serves small programs - the small application cloud.

Whether the transition, the team discussed for two weeks. "There is no disagreement among the team members in the direction, mainly because they worry that time may not catch up." Liu Zhicong said.

According to the original development cycle, the product planning time is July 2017. PaaS is a general business model with a long development cycle and a lot of preparation. After the small program is tested, everyone expects the official release to be held at the end of the year. The time left for Liu Zhicong’s team was only two months.

"At this point in time, we are likely to make mistakes. After all, the preparation time is not long. But in the Internet field, there must be a first-mover advantage. We must catch up with this time." Liu Zhicong said.

The function of the small application cloud is to simplify the development of the small program background. The platform adopts integrated development. The developer only needs to write JavaScript. When the program runs, the front-end function code will automatically become the back-end code, without understanding the background database. Back-end skills such as operation and maintenance and operation of the host.

Liu Zhicong said that the target audience of the small application cloud is those that do not have experienced back-end teams. "Many of the team's back-end capabilities are very weak. The back-end system is designed according to 20,000 visits. Suddenly your little program is on fire, and once in a million visits, the background crashes."

At the end of November, the small application cloud has just completed the internal test version, and there are many necessary facilities to be built on the official launch. For example, a cloud platform requires an account system and a monitoring system.

Before January 9, the small application cloud must be ready to go online at any time.

In addition to providing other companies with back-end capabilities for small program development, Liu Zhicong himself is constantly exploring small programs.

In Liu Zhicong's view, the first batch of WeChat nurturing programs should be life services. "In the physical world, you can scan the QR code to operate the scene, which is very suitable for small programs." Liu Zhicong said that before users need to download an app to use a physical device, after a small program, it becomes a user to see This device can be used after scanning the code. "For example, I only went to the Mobike app. As a result, there are colorful bicycles on the street. I can only find an orange car all the time, or I need six or seven bicycle apps. This experience is very unfriendly to the user."

Just three days before the official release of the small program, WeChat quietly adjusted the service category of the small program, and increased the social, live and other services. Liu Zhicong told the interface journalist that from the people around Zhang Xiaolong, Zhang Xiaolong was very scared about the social expansion of WeChat. All social relationships ultimately come down to WeChat, the value of WeChat's social chain is getting worse and worse, and WeChat is the core crisis. "Zhang Xiaolong hopes that the small program can solve the staged and scene-like social interaction. It is not that two people must add WeChat friends to socialize."

To this end, Liu Zhicong’s team developed a small program called “Talking”. You can create a chat room by generating a QR code. The user scans the QR code to enter the chat room in the applet instead of the WeChat group. Users can choose whether to expose their identity and whether they are allowed to add. “Small programs can meet the social needs of the scene, and at the same time not burden the social chain too much.” Liu Zhicong said.

"I believe that if the small program goes on according to Zhang Xiaolong's ideas, it will definitely make new things happen in our mobile life." Liu Zhicong said.

It took a month for the team to submit the review.

The review was repeated, sometimes even because of a subtle ambiguity in the interaction - the team that was independent after the pea pod was acquired had absolute confidence in its product capabilities, but until January 6, On the last working day before the official opening of the small program, their product was officially approved.

“The WeChat audit team often gives me a reply at 11 o'clock in the evening, or later. The reason for the disapproval is also listed in detail.” Fan Huaiyu, co-founder of Light Mang, said, “WeChat hopes that the first wave of small programs are of very good quality. High application."

The sudden appearance of the small program made the light-mans team have to adjust its own development process. This team of only ten engineers initially put three manpower on the development of small programs.

The goal of the first phase is to go online. At first, Fan Huaiyu didn't know the exact time. They guessed it was mid-December, so the entire project team has been rushing forward.

The response also needs to be timely. Whenever the development tool jumps out of the update, the team will immediately start discussing which new features can be implemented in their slack group, and then spend a few hours to complete. For example, after dinner on a certain day, WeChat updated the customer service function. In the middle of the night, the customer service background and keyword reply of the light manuscript magazine was completed.

In Fan Huaiyu's view, around the scene to conceive, in the continuation of the light system, the small program may be able to do something. On the iOS side of the light, users can take notes on each article, or share the article with others. But after sharing this action, the effect of light mans is over. With the small program, the user can share the small program with the article into the group, and everyone can discuss and collaborate in real time. This is equivalent to a group of people forming a temporary discussion group based on an article. “With small programs, we can create some interactions that users like,” Fan Huaiyu said.

After the official procedure of the small program, the light mans wanted to return to the matter of doing the tool. In addition to running forward, the company also opened a service for content entrepreneurs and the media to provide small programs, currently submitting applications and more than 200 demanders in the WeChat group.

"Our approach is to provide a configuration file, rather than really helping them do it. The solution we think may be a bit like WordPress, users don't need to understand the code to make a thing by hand," Fan Huaiyu's interface news reporter Say, "We provide a configurable ability to let others match different things."

It can be said that the small program is a project that has been mentioned at the strategic level.

Lightweight life currently only has products on iOS, and there is no Android version. In their view, the priority of the applet is comparable to that of the two clients. After all, WeChat is a cross-system platform. The note interaction function that was originally intended to be launched on the iOS side was put on hold, and the team's development power was adjusted to the small program.

Despite Zhang Xiaolong’s speech, they clearly realized that the product without the entrance and could not keep the user could not get the so-called traffic dividend. But "Let everyone return to a runway", Fan Huaiyu feels that speaking by product ability is a good thing for startups.

In his answer to the questions related to the relevant issues, he also believes that the small program is the product of WeChat "excluding distracting thoughts and unifying thoughts", and restricts H5's messy diversion, virality, brushing list and small advertisements. The standard only has value to the user.

As early as the era of pea pods, Fan Huaiyu thought about doing apps for other content companies. But after a month or two of research, their conclusions are not reliable. "For content-based products, the app looks like a box that is too tightly wrapped," Fan Huaiyu said. "You want to read a good article. You need to open the App Store, download the app, and open it again. This distribution method is not suitable in itself."

Therefore, it is interesting to note that in this original team that is an app store, WeChat’s way of not doing the portal or the App Store this time is a more advanced product. In some scenarios, the concept of “application distribution” It is out of date.

At the same time, another company made an "app store" for small programs.

In the open class on the small program, Zhang Xiaolong made it clear that WeChat will not be a small program store, and the small program has no entry in WeChat.

"WeChat does not distribute. In our expectation, WeChat has always emphasized decentralization. WeChat will have its own concerns, but the market needs a distributed role." Chong Xu, the head of AppWan's application recommendation media AppSo believes that For users, the cost of "choice" and "self-discovery" is relatively high, and the social recommendation method of sharing the applet to the group relies heavily on the quality of the user's social circle.

On the third day after the internal test, AppSo's small program store "Knowing Program" completed the development prototype and was officially launched on the WeChat Open Class.

Knowing that the program has a PC side and a mobile terminal, similar to the display manner of the App Store and the Android application market. For each small program, the small program store has a corresponding introduction, and at the same time, the QR code can be called up and the corresponding small program can be entered. According to Chongxu's introduction, there are hundreds of small programs currently in the store, including traditional industry companies such as Midea and Spring Airlines, Internet companies such as Netease, Qunar, Fei Changzhun, and some independent developers.

Liu Zhicong believes that the small program store is a typical ecological game. "Like in the PC era, even with a search engine, Good 123 has a broad user base."

It can be said that every step of Love Fan's step on WeChat announces the node of the next step of the small program.

Before the small program was officially opened, Ai Faner had built a service matrix around the small program. The public number aware program provides small program information reports, the small program store connects small programs, developers and users, and the “know cloud” project is about to go online, providing enterprises with small program industry solutions.

“How successful the WeChat public number is, how successful WeChat is. The WeChat applet is a bigger ecological opportunity than the WeChat public platform,” said Wang Weixing, founder of Ai Faner.

When the news of the application number came out in early 2016, Cheng Hao, the founder of the eve calendar, has never stopped paying attention to it. At that time, Zhang Xiaolong publicly stated that the service number that was split did not provide better service. It was reported that the service number might be folded like a public number.

As a calendar product, the direction of the calendar is not a particularly hot direction. For apps in this direction, it is difficult to pull new, promote and realize. But the calendar product has social attributes, and the service number of the day and night calendar survives well in the WeChat ecosystem. "Now the service number is displayed on the homepage list. If it is folded, it will have a great impact on us." Cheng Wei said.

The emergence of small programs is a new opportunity. At around 10:00 pm on September 21, Cheng Hao was working overtime, and suddenly the service number of the day and night calendar received a reminder - a small program internal test invitation. “I immediately realized that the applet is the application number.”

That night, while studying the small program documentation, Cheng Hao quickly wrote something and put some simple small functions. "At the time, the experience of the small program was similar to that of the App, and then I immediately set out to prepare the applet." It was not until the next day that Cheng Hao knew that there were only 200 internal test lists.

There are a total of ten people in the calendar team, responsible for Android, iOS, service number, H5 and PC products. Originally, only one engineer first explored the small program, and now five technicians in the company are doing small programs.

“Iterative, submitting the review, retrieving, modifying, and submitting the review.” In the two months after the internal test, the process went through dozens of times on the calendar team.

In addition to strict auditing, the continuous updating of the small program interface also requires the team to constantly adjust the development. Cheng Hao said: "The small program actually has a lot of interfaces, some of which were originally open, but they are all turned off now, and the shared interface is only recently supported."

There are still many uncertainties.

In order to avoid the risk of rule changes, the day and night calendar team splits the functions on the app into five small programs to match different scenarios.

"If you only make a small program, sudden rule changes may make you unable to cope." Cheng Wei said: "The small program has not been officially opened yet, and many things are still not clear. During this time, we can't verify what is a pit. What is not a pit. A lot of pits are there, some are gold underneath, and some are probably knives."

Yes, the opportunity is ahead, but uncertainty also means there is a pit.

Not all startups are struggling to take advantage of this opportunity—especially those that have an impact on traffic, visibility, or business. In their view, this new opportunity is not so tempting under various restrictions.

For the judgment of the small program, the New World team was once deadlocked.

Knowing that the friend has the qualification for internal testing, the new co-founder Yang Yuanzhen rushed to the friend's company the next day to see how the small program ran on the machine. But from the time the small program was cracked, until the public beta, in the middle of more than a month, the New World did not want to understand what to do with the small program.

"Being an app and doing a small program is the same for us to do content. They have limited improvement on the reading experience, but they will divert your users." Yang Yuanzhen said that from the current mode of dissemination of small programs WeChat does not intend to give entrepreneurs traffic opportunities, which obviously limits the imagination of content entrepreneurs.

The public number, who has planned to "escape from the North" and "lost the book" and has a million fans, still wants to keep his users. In Yang Yuanzhen's view, the App can push the user, can add ads on the startup page, and even the WeChat public account has the function of attention, but the user of the applet is not a developer of the applet.

After the public beta, the New World phase set the direction and tried to develop three small programs, one of which was to copy an H5 product already in operation. Before the zero point on January 9th, the New World did not push the article as usual. Yang Yuanzhen told the interface journalist that the team will officially release its own small program "Grateful Notebook" on the same day - a tool that encourages users to record their own thank you and things.

For the effect of the first small program product, the New World has no target. "We have a sense of presence on the first day of release."

Compared with other entrepreneurs, the attitude of the new world is relatively cautious relative to the small program. Yang Yuanzhen believes that even if a small program with a large amount of users is made, it seems that it is far from commercial value at this stage.

"First practice your hands, and when you think of something, you can start up faster." Yang Yuanzhen said.

But more entrepreneurs still have high hopes for this.

"This is a big opportunity. It may not be as big as the mobile Internet, but it must be the largest at the moment." Cheng Wei said.

Cheng Wei believes that it is a fair competition to never support long-press scanning code to enter the small program. "Micro-envelopes have died in the way of any online diversion. If WeChat supports long-press scanning, a large size with a lot of attention, send an article to guide the scanning code, this small program can be up immediately." The subscription number and service number can be different quickly through a marketing. The small program needs the product to be good enough to grasp the user's usage scenario, and can gradually do it.

"App is already on the decline, and now WeChat gives us an opportunity. Although the implementation path of the small program is exactly, it is not clear, as long as there is more than one implementation path, we have to try." Cheng Wei said.

In Liu Zhicong's view, the small program has not only affected the WeChat ecosystem, but affected the mobile Internet ecosystem. "The ecology of the mobile Internet is malformed compared to the PC era."

The PC era has a path that specifically addresses the long tail demand, and through search engines, users can be brought to every corner of the Internet. But this logic can't be copied to the application market. Therefore, in the era of mobile Internet, everyone must grab the entrance. "The Matthew effect of the entrance is very obvious. The small team has no living path at all. This kind of ecology is very dangerous." Liu Zhicong said.

The small program is already online. It's hard to say how many people have been introduced by this feature launched by WeChat with 850 million users.

But for entrepreneurs, the small program undoubtedly draws a new pie for everyone.

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