The Wechat Mini Program and Why It Matters to Your BusinessBY YELIN QIU

The Big Picture

AI Chatbot

Instant Apps

Offline Retail

The Great Wall of WeChat

“It could turn WeChat’s app into a sort of operating system within an operating system, a one-stop app that users would rarely have to

leave to use other mobile apps ”- Wall Street Journal

WeChat’s Ambition: Connect to Everything

Connect People to People

Connect People to Content

Connect People to Services

Connect Everything

Basic Messaging

Public Accounts

Mini Programs ???

The Current Engagement: Public Accounts

Service Accounts Subscription Accounts

Purpose E-commerce, payment, customer interaction

Content marketing

Message Frequency 1 per week 1 per day

Visibility Appear along friend’s chat Grouped under “Subscriptions” Tab

Push Notification Yes No

Menu Interface Yes Only when verified

Ceiling

Native AppsH5

Service AccountH5

Mini ProgramMini Program

PlatformWeChat Public Platform

Browser WeChatiOS, Android

Where Does Mini Program Fit?

Unlocked Potential: Offline Traffic

Artificial Suppression of Online to Online Traffic

• Cannot share to WeChat Moments

• Cannot be prompted by saved QR images

• Precise search only

QR Code Proliferation

• Why Offline?• A case for IoT• More QR codes

Better Geolocation Better Analytics

• 1 service generates 10,000 QR codes

• Lowered cost on user acquisition

• Look for the right PLACE

Unlocked Potential: Efficiency through SocialProject

deliberation, goal setting, etc.

Identify services to execute a

project

Iterations towards

consensus

Execute through services

Value delivered

Project deliberation, goal setting, etc.

Identify services to execute directly in a

group chat

Consensus and results

Business Example: Visitors’ Guide

Access Mini App at Zoo Entrance Check Map, Audio Guides

Business Example: Get Off Your Phone!

Timing Your Disconnected Life Productivity Tool Made Fun

Business Scenarios

• Bus schedule + ticketing• Flight schedule / status / check-in• Hotel check-in / room service

Travel

• Karaoke song ordering / car service post-partying • Movie / theater ticketing• Amusement park ticketing / queue checking

Entertainment

• Weather / Pollution checking • Gas / Charging Station Payment• Mail delivery and order tracking

Daily

Business Scenarios

• Spa membership management / payment• Restaurant food ordering / payment• Shopping Guides

Lifestyle

• Hospital appointment / queue tracking• Pharmacy visitsHealth

• Co-working space time management• Meeting maker within group chats• Voting within group chats

Productivity

Into the Future

Third Party

ServicesDeveloping & Training

New Retail

Apps Talk to Each Other

Rich Analytical

DataA New Kind of CRM

Early Stages:Growing The

Ecosystem

Mid-Stages:Offline Growth

Late-Stages:Big Data

AI

WeChat ID: yelin_qiu

LinkedIn: linkedin.com/in/yelinqiu

Medium: medium.com/@yelin.qiu

Thank You!