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This article is about 2,034 characters and takes roughly 7 minutes to read to the end. Written by: Qian Yunwen, Director / PR, tentus inc.
Long time no see, everyone!
Following on from my "For New Web Directors" series, I'd like to occasionally talk about China's web scene from the standpoint of someone from Shanghai. So this time, I've put together the state of WeChat Mini Programs!
Development Languages
According to Professor Google, Mini Programs' development languages appear to be the same as for websites.
A WeChat Mini Program is something like a web page accessible from within WeChat. The development languages are the three "WXML / WXSS / JavaScript," but these are almost the same as the "HTML / CSS / JavaScript" needed for web development.
I also looked up why they're called "WXML / WXSS / JavaScript" rather than "HTML / CSS / JavaScript." WeChat in Chinese is called 微信 (Weixin). And because these are the languages used for 微信 (Weixin)'s Mini Programs, they decided to call them WX (Weixin) ML and WX (Weixin) SS — a rather silly reason.
"JavaScript" was just left as is.
Not only that, I also found out that the languages used for Alipay's Mini Programming are named the same way: "AXML / AXSS / JavaScript." (lol)
Advantages
From the user's side, here's how I've summarized the advantages.
・Usable without downloading → When I was in Shanghai, the BtoC services I often used — 大众点评 (Tabelog-like), 滴滴打车 (Uber-like), 饿了么 (Uber Eats-like) — were all mini apps added to the WeChat home screen, not native apps. Because it's kind on a phone with only 64 GB of storage. ・Signing up for services is easy → Especially when shopping online, you can register your member info directly with your WeChat account, and pay directly with WeChat Pay, so it's convenient. ・From the WeChat home screen, swiping down with one hand gives you access to the Mini Program screen → Being easy to access is one reason I kept using them in place of native apps. ※Something I only recently learned is that Don Quijote also built a mall on WeChat Mini Programs quite a while ago.
From the operator's side, here's how I've summarized the advantages.
・Works on both iOS and Android → Since it's spec'd like a website, it works regardless of device. So development time and cost are also quite manageable compared to native apps. ・You can create QR codes, search, and share within WeChat → It's not as many users as a native app, but being able to promote directly to 800 million users is one appeal. ・Approval procedures are simple → With a native app you have to apply to each app store, but a WeChat Mini Program is complete once you apply only to WeChat.
Examples
Besides the BtoC services I touched on earlier, let me introduce three WeChat Mini Programs I often used in daily life.
A delivery-booking Mini Program
It works for any courier, so it was quite convenient.
Tencent Office
There might be some suspicion it's a rip-off of Google's office suite, but since Google is restricted in China, I used Tencent Office.
Dice for drinking games
I used this a lot too… somehow.
LINE Mini Apps
A customer inquiry asked to learn about LINE Mini Apps. Honestly, it was the first time I learned LINE even had mini apps.
From the LINE home screen, go into the Service screen and scroll to the very bottom, and they're there.
The existing mini apps mainly have the following five key functions.
- Transit guidance 2. Store availability check, reservations, mobile payment, mobile order 3. Websites such as EC sites 4. Membership cards 5. Notifications. They don't differ much from WeChat's Mini Programs, but since Chinese people don't really look at individual shops' websites, that alone feels like the difference.
Summary
Whether native app or mini app, each has its own advantages and disadvantages. It's interesting how things taken for granted in China differ in circumstance in Japan.
Chinese people often say "用最少的钱办最好的事 (do the best business for the least money)." I think this WeChat Mini Program also reflects the businesslike character of Chinese people (lol). It might be the best tool, especially for small and medium businesses.
If you have an inquiry like that, please do get in touch with us.
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