Mini programs are used across more of daily life every year. They fall into three broad kinds — tools, life services, and applications tied to a place or a moment — and service businesses sit across all three. Here is what a mini program actually gives them.
1. The audience is already there
WeChat’s user base runs past a billion. For a business that would otherwise be buying traffic somewhere else, that is the whole argument in one line.
2. It can be built quickly
A mini program goes live in weeks rather than months, so a merchant can take a position while the market is open. What makes the business distinctive goes straight into the product, and WeChat’s sharing behaviour does the distribution.
3. Open, use, close
“Open it, use it, leave” is the defining trait, and for a service used occasionally it is also the appeal. Where an app would be installed once and never opened again, people would rather complete the booking in a mini program.
4. Paying is faster
Ordering and payment both finish inside the mini program, and booking ahead means no queue on arrival — which saves the customer time and the merchant staffing cost at the same time.
5. Nearby is a free channel
WeChat’s nearby mini programs surface a business within five kilometres of the user. That is promotion which costs nothing and reaches exactly the people who could walk in.
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