If you’re an avid user of WeChat, either for personal or business reasons (or both), you may have seen news of the introduction of the “WeChat Mini Program” (with no official English name, the program is called Weixin Xiaochengxu, 微信小程序 in Chinese) shared by your friends in group chats or in their Moments.
Mini-apps do not need to be downloaded
A WeChat mini-app is an application that can be used without having to download and install it. Users can scan a QR code or search for the app’s name to open it in WeChat. There would be no need to download apps that you do not frequently use, which clutter up your phone and take up internal storage (16GB iPhone users will understand the importance of this).
They may replace standalone apps
Mini-apps have several key benefits. They’re cheaper than developing a standalone mobile app, since one version fits all—no more Android/iOS versions required for phones with different operating systems. They can also be shared across different platforms (e.g. in chat rooms) since each mini-app is technically a webpage in itself.
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The Mini Program is meant more for “lighter” apps, such as those for booking train tickets or hailing rides (such as through Didi). “Heavier” apps that require more stability, such as game, video, or music apps, will probably still require a more stable and smooth environment provided by developing a standalone platform.
They could be a new distribution channel
There are speculations that brands can now leverage the Mini Program to have their customers order directly from their verified application account. If this will materialise in the future, then this can affect aggregation platforms such as JD.com and Tmall if merchants decide to launch their own mini-app.
The introduction of the Mini Program also presents a new opportunity for merchants: it would be a new distribution channel for brands, becoming yet another competitor among e-commerce giants like Alibaba and JD.com.
(Source: Jing Daily)