The inflection point of application distribution! OPPO software store tells the key to cracking the flow of traffic!

As OPPO smart hardware sales continue to rise, the OPPO software store has now become one of the main channels for domestic application distribution. In the era of inventory management, how developers can break through the bottleneck of traffic growth is an issue that deserves continuous consideration.

On July 20, the OPPO Software Store Developer Salon was held in Beijing. Based on the huge user traffic and efficient distribution capabilities, OPPO Software Store puts forward the concepts of new scene, new content, new reach and new empowerment to help more developers unlock the key to growth.

What are the pain points for developers?

First is the domestic app development market, which is a very special industry. There's the head of the tech giants, there's the waist of the small and medium-sized studios, and there are countless independent developers. It is these "farmers" of the cultivation, the total number of cell phone applications is now almost in a state of rapid growth, in order to obtain a greater user flow and commercial growth, the competition between developers gradually to white hot.

In the natural flow of dividends almost disappeared, customer acquisition costs are rising trend, how to low-cost and efficient distribution, how to seize the key nodes of the detonation of downloads, how to improve the conversion of downloads retained, how to clarify the direction of the development, and even how to make profits ...... each "how to "are testing the nerves of developers.

And as the development of the domestic mobile application market becomes more mature, more and more developers also want to seek new growth space through the application of the sea. However, the apps that go to sea are also facing pain points such as a single channel to get volume, lack of localized operations, and difficulty in accurately reaching users.

OPPO Software Store, which is directly facing the difficulties of developers, is also thinking about how to help developers solve each "how", and better help developers break through the bottleneck of growth and realize traffic growth.

The huge amount of data contains the "development code"

The current domestic market demand for applications is strong, but has long entered the era of stock user management.

As Liu Lianghao, product leader of the OPPO software store (domestic), mentioned at the beginning of the salon, the impact of the epidemic on the distribution of the general market is not large, and the overall growth rate of the domestic application market tends to slow down.

In the post-epidemic era, there have been many changes in app distribution. For example, many applications have emerged that represent functionality and scenarios, such as errand running, grocery shopping, telecommuting, online learning, etc.; and short videos have not cooled down with the retreat of the epidemic, and the influence of handheld games is still rising dramatically. At the same time, the keywords users search for, as well as the appeal of category ranking are more personalized. These changes are like the elephant in the room, and may be hard for developers to perceive, but the platform side is always the first to gain insight.

In 2021, the OPPO software store (domestic) daily distribution volume exceeded 860 million, with 56 million daily active users. How to help developers tap into these data codes, and through platform analysis, help developers distribute more efficiently and get more timely feedback on downloads, and find a new direction of demand, is also the goal of the platform.

In response to the pain points of developers and changes in user demand, OPPO Software Store put forward a brand new strategy of new scenes, new content, new reach, and new empowerment in the developer salon, which is intended to open up a new chapter in the app distribution industry.

Upgrading in all aspects, cracking the traffic code

Based on the concept of new scene, OPPO Software Store breaks down the users into functional access and content-based access, and reconstructs the traffic scene. Functional access includes search, categorization, ranking, and other scenarios. Content-based access emphasizes optimizing in-depth search to achieve personalized and convenient results.

The new content means that the store will support multi-dimensional content display, including video, developer words, information, user benefits to stimulate new pull. The previous mentioned one of the pain points of the exposure opportunities, OPPO software store on the quality of the application also has a plan to provide a billion times a month the level of resources bit exposure support, to help developers into a virtuous business cycle.

The new reach is to optimize a more scientific and personalized PUSH. Optimized for store search, classification, ranking, detail page and other scenarios and content, the OPPO Software Store can help developers to effectively increase the user conversion rate; outside of the store, relying on the user base and the whole scene of the smart terminal, the OPPO Software Store is based on the user's profile and preferences, to push highly personalized PUSH, bringing developers more precise and accurate information. In addition, OPPO Software Store pushes highly personalized PUSH based on users' profiles and preferences, bringing more precise traffic to developers and boosting download conversion by 142%.

Compared with the first three points to optimize itself, I think the new empowerment is the key to the future release of energy, the latter to make changes in the exposure, download, and even including the back-end transformation of the whole chain. In concrete terms, the platform will open up the home page and game selection and other core flow pools, and developers to join hands to create explosive marketing.

According to OPPO software store (domestic) operations head Yue Jia Lin, at present for the material empowerment of this ability has more than 180 developers to use this service, and get good results, the overall conversion efficiency on average increased by 146%. The core of the material empowerment is the OPPO software store to support the corresponding scene to provide ABTest capabilities, through continuous testing to optimize the material, to get better traffic, better users.

At the same time, in terms of data empowerment, mentioned, data is also OPPO software store in the user volume or operation is more concerned about, for example, the game needs to go through the booking, debut, installation, activation, payment of a very large number of links, how to get more traffic, more efficient users. In response to this demand, OPPO Software Store has reconstructed the entire data-enabled system and chain, adding more than 30 data dimensions to help developers get the most critical and desirable indicators for each of these points, and make corresponding decision-making actions for the backward transformation.

For the domestic software market, the implementation of the four new strategies has begun to bear fruit. Take the flow of the core game field as an example, today's popular handheld game installation package can easily be a few GB, the traditional attraction and installation time is too long, resulting in a large number of users lost.

For example, in the scenario of empowering handheld games, the OPPO software store has realized a triggering effect on the handheld game "Qin Shi Ming Yue World". By fully enabling the pre-download function, the user's time to enter the game was shortened from 50min to 4min, and the conversion rate of user registration was increased by 48%, resulting in a win-win situation for developers, users, and the platform, which is a classic case of "product effect integration".

What does it look like overseas?

Unlike the distribution status quo where growth is slowing down at home, the core market for overseas apps is still in a high growth phase, and there are more and more developers looking for new opportunities in overseas markets.

In this salon, OPPO Software Store (Overseas) also publicized the latest distribution data, its monthly distribution volume has exceeded 425 million, while the monthly active users more than 144 million. Among the various types of overseas applications, e-commerce, payment, travel and other industries have outstanding opportunities, and the rapidly developing overseas market has created new opportunities for overseas developers.

It has to be said that in the stage of white-hot domestic competition, going overseas may be a better choice.

For the overseas distribution environment, OPPO overseas software store is an important channel for users to access the Internet and streaming media, taking into account the transition of local users from the function machine to the smart general configuration is not high, OPPO chose to "machine" appropriate strategy, the overseas software store to the 9.0 version of the optimization of find, down, clear, unload. The OPPO software store to 9.0 version to find, download, clear, uninstall as the optimization core, in the application of the whole life cycle play a role, at the same time to improve the application download speed, reduce the user waiting time to improve the download conversion.

On the other hand, the strengthening of cooperation with the necessary application enterprises emphasizes the open connection, hand in hand, gathering potential to go to sea. At the same time announced a new upgrade of the gravitational program, so that quality and potential applications can be all-round, multi-scene to reach users, the platform to provide hundreds of millions of exposure to the coverage of resources. In addition, OPPO Software Store also pays special attention to the localized operation of the overseas market, providing developers with localized services, planning, small language support, and improving the download conversion rate by strengthening the quality of content.

JOXX is one of the developers who gained a lot from the Gravity Program.

JOOX is Tencent's first music streaming app for users outside of mainland China, and it is currently the largest Tencent overseas ToC pan-entertainment product, in addition to game products. JOOX mainly covers markets such as Hong Kong, Malaysia, Indonesia, Thailand, South Africa and Myanmar. As of the end of June, its mobile active users have reached 13 million.

The OPPO software store is an important channel for its users to access the Internet and streaming media, and it is an important traffic entrance in the process of converting feature phones to smart phones. Through the OPPO overseas software store's multi-scene matrix promotion, localized cloud operation capability support and the ability of platform data, the load under JOXX is increased by 3 times, and the activation conversion rate is increased by 30%. Bringing the product to the eyes of more overseas users.

The four-hour-long salon conveyed high information density, and behind all the upgraded new strategies can be summarized as the OPPO Software Store's refined, scientific, and rationalized operation of billions of dollars of traffic, reflecting the platform's new thinking about the next change in the software distribution industry. Should not be satisfied with the rapid growth of traffic, should also play the platform's ability to guide to enhance the reach value of traffic, but also to other distribution platforms to bring a kind of inspiration.

As a bridge between developers and users, OPPO Software Store reflects an open stance in many of its strategies. Through the peace of mind, reliable and convenient services of OPPO Software Store, the openers can more accurately and continuously obtain the traffic and operation ability; while the users can more quickly and accurately obtain more high-quality and safe applications in OPPO Software Store. It is believed that in the future, OPPO Software Store will also provide industry-leading download and installation experience, more secure and reliable application distribution services and more imaginative distribution methods to promote the healthy and benign development of the entire software industry.