Early morning of January 9th，The long-awaited WeChat mini program is officially released，Users can experience a variety of mini programs in the "Discover" channel。This is the first high-profile event in the technology circle in 2017。As understood，So far, mini programs have attracted at least 200,000 companies to develop them，Including many tourism companies。It is reported，Elong is one of the 200 companies that qualified for the early internal testing of WeChat’s “mini program”、QIYOU、Ctrip、Where to go、Tongcheng and other tourism companies。

Many users cannot find the entrance to the mini program at first，As Zhang Xiaolong said in the WeChat open class before，"If you have never used any mini program，The entrance cannot be found”。Same logic as the one who can be followed only after searching the subscription account，After the user needs to access a mini program，"Mini Program" will only appear in the last column of the WeChat "Discover" channel。And the form of access，You can enter through sharing from friends，You can also enter by scanning the QR code。

After seeing the "entry" of the mini program，Users can discover the mini program through the search box。Most mini programs require you to enter your exact full name in the search box，can be found only，Only a small number of Tencent companies can perform fuzzy search。

“A mini program is an application that does not require downloading and installation to be used，It realizes the dream of applications being ‘at your fingertips’，Users can open the application by scanning or searching，Also embodies the concept of ‘use and go’，Users don’t have to worry about installing too many applications。188bet sports betting app download Apps will be everywhere，Ready to use，No need to install or uninstall。”This is the circle of friends Zhang Xiaolong sent on the night the mini program was released for internal testing。

"At the bus stop，You can know the arrival time of the next bus by scanning the QR code on the bus stop sign。At the bus station，Scan the QR code at the bus station to buy tickets，Without waiting in long lines。” in WeChat open class，Zhang Xiaolong gave the above two examples of small programs。

WeChat mini program saves users time more than WeChat service account，Shorten the path for users to obtain services。Users are happy and happy throughout the entire use process，When he next needs service，It’s natural to think of products that have been “ready to use”。

Second half of 2016，The price for Chinese Internet companies to acquire new users has skyrocketed，The growth of smartphone users has stalled again。At this time, offline opportunities are valued，And hot projects such as shared bicycles that use offline as the traffic entrance are gradually emerging。The giants have also begun to deploy offline，Tencent plans to deploy offline through WeChat mini program，Zhang Xiaolong hopes to activate offline weak connection scenarios using a ready-to-go method。

Currently，Four types of tourism companies have launched mini programs: aviation、Hotel category、Online travel and travel guides。Compared to the apps developed by various companies，The functions of the mini program are relatively simple and easy to use，On the one hand, it is due to the short development time，On the other hand, WeChat limits the size of mini programs to 1M。

1、Airline mini programs mainly provide ticket booking、Flight status query、Proof of flight delay、Services such as ticket changes and online check-in。Spring Airlines and China Eastern Airlines mainly use ticket booking as the core entry point；Hainan Airlines first meets the service needs after ticket booking，Dynamic query including flights、Proof of flight delay and ticket change；As for China Eastern Airlines, it starts with the core solution of air tickets + hotels，Mainly free travel products；Meituan-Dianping enables cross-platform query of ticket numbers，188bet Online Sports Betting and Casino Get ticket refund information，Helping users to achieve refunds easily。

2、Both Plateno and Huazhu provide hotel booking functions，And have already associated WeChat with its own member data，When booking a hotel，The user’s name and mobile phone number will be automatically retrieved。For companies like hotel groups with natural offline entrances，The imagination space of small programs is huge。This is a threat to online OTAs。As understood，Huazhu Hotel Group’s mini program will gradually increase the purchase of breakfast during check-in、House selection、Invoice reservation and room service, etc.，Not limited to reservations，But a full life cycle service。

Collect the used mini programs by before and after use

3、Ctrip and Tongcheng travel app currently mainly provide train tickets、Air tickets、Hotel and bus ticket booking service。Booking.com mainly provides hotel reservation services，The special feature is to recommend the special hotel of the day。Elong provides hotel reservations、Customer service information and order management functions。

4、In Mafengwo, there are free travel guides for traveling around the world。Wang Xuelin, the person in charge of Mafengwo Mini Program, told reporters，This version of the mini program mainly emphasizes the global travel consumption guide，Focus on content，Ticketing function will be added later。Qyer.com launches Q&A community，In the opinion of Cui Xiangmei, Product Director of Qyer.com，Qionyou itself is a strategy community that started with UGC，It is more natural to start from the question and answer scene。

How much traffic bonus can mini programs bring，Not yet known。WeChat has not yet announced the game rules for the big entrance。As understood，Can the crucial search portal be opened?，And how to open it，There is still a lot of controversy within Tencent。“WeChat has just started to open mini programs，I also want to see which areas users gather in，What do you think。There must be many imperfections in the early stage，These places are bonuses。"An industry insider who did not want to be named revealed to reporters。

From the current point in time，How tourism companies should carefully explore the new dividends of WeChat mini programs？

First，Overall view，The tourism industry is a low-frequency business，Focus on offline services，More suitable for developing small programs，Especially for tourism companies with rich offline resources，For example, hotel accommodation、Airline、Travel agencies and some OTAs。Tongcheng Mini Program currently opens train tickets、Flight ticket、Bus ticket、Hotel、Attractions and other product entrances and all mini programs have been built。The morning when the mini program was released，In a small program store called CX Store，“Friend’s Homestay” ranks first in popularity，Ranked 23rd among the top 100 mini programs that afternoon。As the first online B&B mini program，“Friends’ Homestay” gets first-mover advantage。This mini program is mainly designed and developed from the perspective of tenants，Developed with priority to find properties、Booking、Manage orders and other functions。Mini programs make online and offline connections smoother，Better experience for both users and merchants。

Second，Compared to developing independent App，The cost of developing small programs is much lower，For big companies，Mini programs are more like “icing on the cake”，But for small companies without much budget，Mini program may be a “help in times of need”。Tongcheng said that mini programs lower the threshold for users to reach and use，More supplements to the company’s existing business，If the user needs more services，Still need to return to the App。Wu Peifeng, co-founder of Friend Home, thinks，Mini programs are very suitable for startups like them，Because the interactivity of the official account is too poor，And the conversion rate from WeChat to App is very low，In comparison，The mini program has more complete functions，Conversion within WeChat is also relatively easy。They will operate the official account and mini program together，Official accounts are used to create content and attract users，Allow users to book a room when they need to，Think of their mini program。After free travel becomes mainstream，After free travel becomes mainstream，In the future, more startups will succeed in non-standard products besides machine wine through small programs。

Third，Like all new students，The first person to make achievements，Those who are often good at studying and utilizing rules。What strategies should mini program developers use to promote their own mini programs？The search bar is not open for the time being，Only by scanning the QR code and sharing to friends or group chat，The traffic diversion channel for mini programs will largely come from traditional offline promotion，The import of traffic accumulated by the enterprise from other channels before，And entertaining、The self-propagation of small program products that can trigger explosions。Said Zhang Chen, Vice President of Yilong Products，Elong will convert the existing public accounts in the WeChat system、Service ID、The wallet entrance and mini program are created into a closed loop of internal circulation，Provide a small program experience entrance，Guide users to use。As a two-pronged approach，Elong plans via Weibo、WeChat Moments，Even at the airport、Establishing local promotion methods at railway stations and hotels，Let users understand the experience of Yilong Mini Program。They are even considering putting some advertising inventory。

November 2014，Ma Huateng proposed at the World Internet Conference that Tencent should “connect everything”，To become an Internet Connector。Without a doubt，The important task of connecting everything lies with WeChat。From the current point of view，WeChat has realized the connection between people、People and content services，But more services connecting people and life、Business and items have had little effect so far，WeChat service account has been criticized。

WeChat mini program is likely to connect people and life services in the future、Businesses and Items。Industry insiders’ speculation，Via WeChat mini program，WeChat may become the next “like operating system”。Data display，User opens long tail App、Interest in new apps is getting lower and lower，WeChat aggregates 8.500 million traffic。And it is different from the previous APPs that were separated from each other like isolated islands，WeChat’s social chain feature、Share to group chat function，It may speed up the accumulation of users of mini programs；It is also easier to jump between different mini programs，Naturally coherent scenes such as maps and taxi rides。

According to the 2016 version of "WeChat Data Report" released by Penguin Zhiku in March 2016，94% of WeChat users log in to WeChat every day，61% of users open WeChat more than 10 times a day，36% of heavy users open WeChat more than 30 times a day。Industry insiders estimate that it will be within reach within the next two years，There may be more than 10 million “use and go” WeChat mini program applications。And Android only accumulated 10 million in 10 years，Apple China has only accumulated 3 million。

A veteran in the industry joked with a small survey: What if one day，Mini programs have developed beyond imagination，Forcing the App Store to remove WeChat。Facing the choice between Apple and WeChat，How do you choose？A.Continue using iPhone，No WeChat required；B.Continue to use WeChat，Give up iPhone；C.Dare you force me to choose one of the two？No need。

*The author of this article: Zhihui reporter_Hong Liping (WeChat: hongliping719)，Welcome to follow and communicate！