In recent years, as the growth of mobile Internet users slows down, the demographic dividend of China's smartphone related industries is gradually disappearing. The APP market has a problem that needs to be faced by the industry: the number of apps installed in users' mobile phones is limited, and the number of apps opened every day is also limited. How can the app store find more users?
According to the public data, except for the TOP20 applications that can cover more than 15.8% of mobile Internet users, the coverage rate of most applications is below 5%. Nearly 80% of APP downloads are less than 1000 times a week, and a large number of long tail apps are not well displayed.
Faced with the shrinking of the incremental market and the increasing channels for users to access the application portal, the "one screen" competition between app stores has become increasingly fierce. In response to this situation, all major app stores seek change and innovation in distribution mode, breaking the APP distribution dilemma.
The supply and demand relationship of applications determines that platforms with strong distribution capabilities are more recognized by developers. According to data institutions such as Quest Mobile, Tencent App Store not only continues to lead the market, but also continues to expand its market share. Industry insiders believe that this is inseparable from its "running" on the way of distribution mode innovation.
Faced with the ever-changing needs of mobile Internet users, APP Bao has launched innovative models such as social distribution, micro download, app+, and content disclosure in the past three years, becoming a worthy pioneer in the industry in business model exploration. Among them, with the help of social distribution and micro download of QQ and WeChat relationship chain, friends can become the "radar" for users to find good applications, so that APP can quickly reach within the circle of peers; While App+and content disclosure enable users to know the content of the APP without downloading, achieve accurate and direct access to the APP according to service needs, and improve the efficiency of APP distribution by 35%.
In the user iteration period, accurate distribution is more in line with the trend of younger and personalized users. In this regard, APP Bao launched a new version of 7.0 again, using Tencent's big data capabilities to achieve personalized services that accurately locate users' needs, and launched an intelligent search mode, upgrading APP search to demand search, becoming a user demand solution platform, fundamentally improving the distribution efficiency of the app store. The innovative and differentiated distribution mode of Application Treasure also forms a certain competitive barrier in similar projects.
In the first camp of Android app stores in China, Tencent App Bao is a rising star. In just a few years, it has entered the first lane of the industry at a small pace. An industry analysis pointed out that in the exploration of application distribution mode innovation, getting closer to the user and developer experience is an important reason for the stable leadership of APP Bao.
In contrast, the live broadcast distribution of 360 mobile assistant is also impressive. The live broadcast distribution adopts the promotion method of "cute girls+pepper live broadcast", so that users can easily obtain the applications they need. Baidu mobile assistant uses Baidu's search advantage to conduct diversion, and uses "shell breaking" and "application show" to connect the application content to the service in front, trying to improve the overall distribution efficiency. In addition, Alibaba, the last BAT giant to join the application distribution war, also made a big move last year, acquiring Peapod and forming an "application distribution" matrix with its PP assistant, UC App Store and other platforms. Alibaba will use its own big data resources to seamlessly connect with Peapod's "content distribution" and quickly increase its market share.
In the era of mobile Internet, user demand is increasingly diversified, and the user group after 1990 and 2000 is growing rapidly. Brand differentiation and innovation with user experience as the core will become an important demand of the application distribution market, and also the way to solve the APP distribution dilemma.
