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Jan. 22 (NBD) – Content distributor Jinri Toutiao has suffered a setback in developing its mini program platform.

It is noted that some of Jinri Toutiao's first launched mini programs cannot be found on its app for iOS devices. These mini programs include ticketing service provider Maoyan, Jinri Toutiao's e-commerce platform Toutiao Xiaodian, smartphone manufacturer Xiaomi's online shop, etc. 

However, these mini programs, except Toutiao Xiaodian, can be found on the Android app.

ByteDance, parent company of Jinri Toutiao, responded to news outlet 36Kr that mini programs on the iOS app are under adjustment due to product iteration, while those on the Android version are working normally. 

However, ByteDance did not comment when asked about the disappearance of the Toutiao Xiaodian mini program on Android devices.

A developer said he/she had previously submitted request to launch mini program on Jinri Toutiao but failed to get approval. The official response said mini program development is still in the testing phase, but did not give specific reason of the refusal.

The setbacks came only two months after Jinri Toutiao made high-profile foray into this sector when new CEO Chen Lin launched the first bunch of mini programs on the company's annual content-creators meeting on November 18 last year.

Because Jinri Toutiao launched mini programs not long ago, there has not been a typical successful case, thus leading clients to wait and see, an industry insider said to 36Kr. 

The same happened to WeChat's mini program in the beginning, because clients are more easily encouraged by successful cases to flock to the market, the insider added.

Jinri Toutiao joined the mini program race rather late.

In January 2017, Tencent launched mini programs on its super app WeChat. In September of the same year, Alibaba's mobile payment platform Alipay started testing mini programs. Search engine Baidu launched similar mini programs in July 2018.

Currently WeChat's mini programs have attracted over 200 million daily active users (DAU) and more than 1.5 million developers. The mini-program DAU for Alipay and Baidu surpassed 170 million and 150 million, respectively. 

Jinri Toutiao started testing mini programs in March last year, and then launched its first mini program service Maoyan half a year later. It seems so far Jinri Toutiao has had no data to boast. 

Tech giants continue to put strategic stake on mini programs. In a recent public lecture, Zhang Xiaolong, founder of WeChat, said however difficult and challenging it is, the company is willing to develop mini programs since they represent the trend of the future.

In December last year, Baidu promised to set up a 1-billion-yuan (14.74-million-U.S. dollars) fund and other incentives to encourage creative mini program developers. In September of the same year, Alipay established a mini program business group, and announced a plan to inject 1 billion yuan (14.74 million U.S. dollars) in the next three years to support technological innovations.

The future of Jinri Toutiao's mini programs will largely depend on the ongoing adjustment.

Email: limenglin@nbd.com.cn