资源描述：
《小程序能成为互联网巨头的重要增长动力》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、ChinaInternetSectorCanminiprogramsbecomeasignificantgrowthdriverforInternetgiants?MiniprogramsarecatchingonandcanbecomesignificantrevenuedriversTencentfirstlaunchedminiprogramsinJanuary2017,whicharesimpleappsinWeChatthatuserscanopenwithoutfirstinstalling.ThisuniqueChineseinnovat
2、iongotofftoaslowstart,butplatforms/developersarenowenthusiasticallyadoptingit.TencentandAlibaba/Anteachhaveover200mndailyactiveusers(DAUs)fortheirminiprograms,andBaidu,Bytedance,etc.arelaunchingtheirown.In2019,weestimateWeChatminiprogramswillgenerateRmb12bnofrevenuesfromadsandpa
3、yments(3.1%oftotalrevenue),andthatcouldgrow5xby2022(7.5%oftotal).WeseepotentialupsideforAntinAlipayandBaiduinsearchandfeed.MiniprogramscanhelpdevelopersacquireuserscheaplyandboostusageFormid-tolow-frequencyusecases,miniprogramsareagoodwayfordeveloperstoreachusers(e.g.Tongcheng-e
4、Longintravel),especiallyascustomeracquisitioncosts(CAC)forappssoar.OurindustrychecksindicateCACforminiprogramscanbeaslowas1/10ofapps.Forhighfrequencyusecases,WeChatminiprogramscanimproveengagement,leveragingsocialconnections(e.g.Pinduoduoine-commerce).InWeChat,usersonaverageuse1
5、0miniprograms(+2.9%YoY)andspendover15minsperday.Gamesarethemostpopularusecase,followedbylifeservicesandshopping.Tencent:miniprogramsareunderappreciatedadsandpaymentsdriversWeestimateTencentcangenerateRmb4bnofrevenuesfromminiprogrampaymentsin2019or6%ofitsFintechandBusinessService
6、s(FBS)revenuesbasedonnewtopdownindustryandbottomupapps/companyanalyses.By2022,weexpectrevenuestoincrease~3xtoRmb11bn,andseeRmb18.5bninrevenuesinourupsidecase.WeestimateanotherRmb8bnofrevenuesfromminiprogramadsor11%oftotaladrevenuesin2019.By2022,weseepotentialrevenuesofRmb45bnor3
7、3%oftotaladrevenues.WebelieveminiprogramshavesurpassedofficialaccountstobecomethesecondlargestadproductinTencent,behindMoments.AlibabaandBaidu:significantgrowthopportunitiesfromminiprogramsAntcanleverageminiappstoimproveitsAlipayusecases,andAlibabauseittogivebrands,merchants,pro
8、ductcategoriesmoreexposure,andinenterprisescena
