Douyin opens applet platform, "sheep has a sheep" fire on WeChat

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Author 丨 Ancient Editor 丨 Yi Page

In the current commercial values ​​of "openness, just justice", the open ecological platform has quietly become one of the core strategies of Internet companies.

On September 6, Douyin held an open platform developer conference on the theme of "Xinxin Machine". For the first time, the Douyin open platform and business carrier Douyin applet was announced to further show the determination of openness to the outside world.

Taking a small program as a carrier, becoming a super app like WeChat is undoubtedly the strategic intention of Douyin's "open" this time. But unfortunately, shortly after the vibrato officials, a small program game of "Sheep" burst into WeChat.

As a mini -game on the dual platform of WeChat and Douyin at the same time, under the spread of the WeChat social relationship chain, "The Sheep's Sheep" quickly became popular, becoming the third after "Jumping" and "Synthetic Watermelon". WeChat games that come out.

The same on -line Douyin has only become one of the short video platforms that undertake the second wave of topics.

As an important type of partner of the Douyin Open Platform, mini -games have explained to a certain extent on the backwardness of the circle. Douyin traffic, which is mainly distributed by centralized algorithms, still has a long way to go on the way to become an open platform.

Technical open or product open?

The open platform is no stranger to Internet companies, whether it is the early BAT, or the mid -term TMD, or even the current byte system.

According to the survey of "Industry Forest", from 2008 to 2017, BAT launched a total of 38 open platforms, accounting for 38%of all open platforms. In addition to Baidu, Ali, and Tencent's comprehensive open platforms, there are open platform layouts in the segments of products such as maps, games, music, and intelligence.

However, because of the different advantages of the enterprise, the focus of each open platform is often different. It can be roughly divided into two types: one is an open platform that emphasizes technology that emphasizes technology, such as the "seven weapons" of the early Baidu development platform. And the current Apollo Autonomous Driving Platform.

Technical open platforms often do the SaaS business. The core is the output overflow of the technical capabilities of the Internet corporate and obtain marginal income. For developers, technology open platforms can help improve efficiency and reduce costs.

The other is the product type open platform. Typical is the early Tencent media platform and the game platform. They are all open at the product and account access level. The main advantage is the user account based on the social relationship chain.

In the open product open platform, it mainly focuses on helping developers import the user system of the giant to achieve traffic growth. For an open platform, it is in exchange for some service resources to make up for its shortcomings and deficiencies with a wealth of traffic pools.

As the current short video traffic giant, the Douyin open platform with a small program as a carrier is undoubtedly the second route. For example, before this conference, the cooperation between Douyin and Hungry is the foundation of establishing the foundation is to make up for the lack of local supply capabilities by being hungry.

However, the platform and developers different from the technical open platform are real technology trading relationships and belong to the commercial cooperation of real gold and silver. The product -based open platform is a kind of ecological cooperation relationship, with a subtle balance that is unknown.

The former is to help developers avoid repeating wheels and improve development efficiency. The latter is one party based on ecological needs, and the other party is based on the interests of traffic demand. The two parties need to always maintain a balance between competition and cooperation.

Douyin chubby under the union of Qiangqiang

At present, the small program column is opened in the Douyin APP. It can be found that there are four major categories: living services, e -commerce, mini -games, and pan -knowledge in terms of operation classification.

Some Internet practitioners said that the classification of applets can basically be regarded as the type of external partners introduced on the open platform.

It is not difficult to find the four types currently covered, and Douyin has made an attempt to ecological self -employment models. Except for e -commerce, the remaining three types have not made significant breakthroughs.

Taking the field of life service as an example, before the introduction of hungry, it became a partner, Douyin officials had ended in person, and the earliest can be traced back to the end of February 2019.

At that time, Douyin combined with 10 homestays launched the "Homestay Season" event, inviting tourists to shoot short videos, and recommended to users through information flow. In July 2020, Douyin officially contributed to local life, and has successively launched ticket reservations, hotel reservations, catering group purchases and other functions. So far, it has completed the business layout of local life services such as wine travel and catering takeaway.

However, due to the restrictions on the characteristics of local supply, Douyin has never achieved a breakthrough in phenomenon in this field. In this case, seeking external partners has become another path to continue to attack.

For the cooperation between Douyin and Hungry, some catering people said that Douyin replaced the local supply capacity of hungry with short video traffic. The cooperation between the two is a strong union. As a platform -level enterprise in their respective fields, the two are in ecological cooperation between peer replacement and can achieve mutual balance between each other.

However, the establishment of such cooperative relations is just a manifestation of Douyin as a traffic channel. There are still many cooperation in this model in the industry, such as Tencent, known for its "half -life" open strategy, and has joined hands with JD.com and Meituan in the WeChat ecosystem.

The relationship between strong cooperation is often based on the deep competition between the two sides. The cooperation between Tencent and JD has sold its e -commerce business to JD.com in Tencent's investment. The cooperation between Hungry and Douyin has produced local life in Douyin and it is difficult to break through the new track. The advantage is that the cooperative relationship after deep competition is stronger, and at the same time, it can also achieve the rapid growth of transactions in the cooperation field. But this open ability may be just a "fat" to a certain extent.

For an open platform, it is not possible to cooperate. The essence is a compromise with an open ecosystem in exchange for greater commercial resources under high competition. This kind of openness is still the product of the in -business roll, and the real open platform, the successful sign of success is whether it can continue to bred an industrial innovator unique to the platform.

Compared with the introduction of strong external forces, how to make more native partners in the open platform is the core competitiveness of the open platform.

For example, in the early era of mobile Internet, the APP entrepreneurial wave generated under the open Android ecosystem; in the WeChat era, the small program entrepreneurial wave generated by the WeChat Mini Program development platform; the key to success.

Lack of offline QR code

In 2016, Zhang Xiaolong answered 9 questions in a row to explain the "what is the small program", emphasizing that the small program is a WeChat ecological application that "no installation, tentacles can be matched, after use, and no need to unload". At that time, he should not expect that the small program will become the standard for the super app platform in the future.

In early 2017, the WeChat Mini Program was officially launched. But on January 17th, the WeChat public account Big V Luo Zhenyu announced his withdrawal from the applet, and by the way, he also brought a fire "The applet is online for 7 days, and Luo Zhenyu ran away with 10 million users."

The article proposes the scene definition: "What kind of user characters" have produced "what kind of behavior" under "what kind of environment", and this complete process can be called a scene. Under this definition, an important feature of a high -value scene is that users will enter frequently.

Therefore, for an open platform, you need to meet two conditions for success: one is high -frequency opening, and the other is use time.

According to the statistics of Debon Securities, although Douyin, who does not have a social relationship chain is a "kill time" weapon, is not high frequency per day. In contrast, WeChat people have maintained a relatively stable number, with an average value of 13.5 times.

In this scenario, although Douyin has the longest user time, it does not have the advantages of high -frequency opening in the consumption of short video immersive content.

In addition, on the container of cultivating industry innovators, Douyin also chose to use applet as a carrier, but it is essentially different from the empowerment of developers in WeChat Mini Program.

WeChat Mini Program emphasizes the ability to connect online and offline, which is the offline traffic of small and medium -sized merchants with a better digital ability to open platforms for small programs.

It is not to solve the current traffic anxiety and entry crisis, but to serve offline. Its essence is that online user time has been divided by super apps, and developers can divide them from offline scenes to a little user time.

In this logic, WeChat does not have the initial ability of small program traffic distribution, which determines the initial number of appliances, from the offline traffic of the small and medium -sized merchants.

However, in the Douyin applet that lacked high -frequency opening scenes, it still rolls in the online traffic of its short videos.

What the open platform can bring is only through more external service supply, so that traffic can reach more business flow and increase the monetization rate. Fundamentally, this improvement rate is still a traffic business.

Not only that, in the Internet world of traffic, as power, under the logic of centralized algorithms, the vibrato of the lack of offline entrance scenes will undoubtedly become the absolute power of traffic distribution. As always, in the logic of paying the traffic, Complete the traffic business of "tax collection".

The concept of the open platform has given the platform and developers unlimited imagination since its birth.

Through the various functions and resources provided by the open platform, developers can use the resources that they once dared not to seek extravagance to truly "stand on the shoulders of the giant". You can even graft the original competitors' services through their own platforms to complete the "impossible task".

The platform party can expand its own extension through third -party applications and become a "universal" platform. All this looks very beautiful.

However, the open platform of Douyin Mini Program has neither new platform rules, no new scenario entrance, and no new traffic distribution logic. It looks like it is in the existing algorithm traffic vortex.

Reference materials:

Digital displacement: rethink digitalization

Tencent Industry Forest: Entrepreneurship Password in the AI ​​era

In the past and present life of the open platform, from the killer to the promoter -Titanium Media

The integrated Tencent open platform is open to who is open -Pinpin

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