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Looking at the breakthrough and growth logic of enterprise service products from the perspective of WeChat for Business!
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Whenever Tencent releases a new product, the entire industry gets trembling, especially competitors in the same business who will inevitably start to get nervous. What’s more, the new product this time has the word “WeChat” in its name, indicating that this product comes from Tencent Guangyan’s WeChat Business Group. So far, Tencent Guangyan has launched a total of four products, which are arranged in order of release time: QQ Mail, WeChat, WeChat Reading, and Enterprise WeChat. This time, WeChat is targeting the enterprise service market. The "Enterprise WeChat" that has been in internal testing for a long time is finally here. Although it is very powerful, in Bai Qi's view, this is more like a defensive battle. 1. Why did Tencent launch WeChat for Business? Why is it called a defensive battle? Alibaba's Q4 2015 financial report mentioned that DingTalk has accumulated 1 million corporate users. Although this data may be a bit false, it has after all made a small breakthrough in the social field where Tencent is best at, even if it is just for work communication. As we all know, Alibaba has made many attempts in the direction of social networking in the past two years, from the failure of the native imitation "Laiwang" to the promotion of "DingTalk" by entering the field of enterprise communication and collaboration, which makes Tencent more or less wary. DingTalk's choice of direction is very consistent with the niche market theory, which is to temporarily abandon the fierce competition in the red ocean field, target those segments or marginal niche markets that are ignored by the giants, find its own unique positioning in the gaps, impress users with the ultimate product experience, concentrate its efforts to become a leader, and ultimately establish its own barriers and form a lasting competitive advantage. From the current perspective, DingTalk has indeed been successful. The reason for its success is not that it has taken over WeChat’s social relationship chain, but that it has opened up another battlefield, namely the niche field of work communication. This kind of strategic thinking is quite similar to the way Cheetah Mobile counterattacked 360. I can't beat you in the security field, so I change to the concept of cleaning to first win over a large number of users and then fight back. I can't beat you in the domestic market, so I will go to the overseas market to become the king. This coincides with the positioning theory in marketing . Occupying the minds of users is not a matter of one or two days. WeChat’s slogan is “WeChat is a lifestyle”, and DingTalk’s counterattack is “DingTalk is a way of working”. This pair of enemies, which is so well-matched, gives people a feeling of dividing the river and ruling it separately. The social interaction in life belongs to you and I can’t take it away from you, but from now on, social collaboration in the work field will be my territory. DingTalk’s success is bound to be a thorn in Tencent’s side. WeChat has always been committed to “connecting everything”, and at this time a huge field of user minds have been occupied by DingTalk. If it does not follow up, it will lose part of the market and pose a hidden danger to the future. If we follow up, the already huge WeChat will become even heavier. This is because it is difficult for a large and comprehensive task to cover all business segments. WeChat has long been criticized for "inseparably mixing life and work". Now it chooses to create a new product to separate social collaboration in the office field, which is actually a more valuable thing for users. A similar case in the industry is that Alipay divested some of its financial management attributes and launched an independent APP called "Ant Jubao". 2. What is the difference between making enterprise service products and making products for individual users? Sass service products for enterprises have been a hot field in the past two years. Driven by capital, many entrepreneurial teams have emerged to develop enterprise service products, mainly in the form of tool service products and management service products. Tool service products are easy to understand. They are products that focus on improving individual or team work efficiency, such as the project collaboration tool Teambition. Another category is management service products, which focus on specific scenarios in enterprise management such as reimbursement and leave. In the past, the demand for management service products was usually concentrated in OA systems. The difference between enterprise service products and personal user products is that personal user products can exist in the form of isolated islands, and users can freely choose the best products in each field to form their own commonly used combinations. For example, they can use Sogou for input method, Google for browser , QQ for chatting, Foxmail for sending and receiving emails, and WPS Office for processing office documents. These tools are single points. I don't need to use Sogou Browser, Sogou Search and a series of services just because I use Sogou Input Method. The reason is that there is no necessary correlation between the usage scenarios of personal user products. But it is different in the field of enterprise services. Single-point breakthrough is an idea for startups, but in the process of customer promotion, they will encounter a fatal problem: if "reimbursement" uses the product of Company A, "leave" uses the product of Company B, and "attendance" uses the product of Company C, then the single-point demand of each employee can be met, but so many demands mean the need to log in to multiple platforms, install multiple apps on the mobile phone, and have many login URLs and even account passwords in the browser favorites. My God, just thinking about this picture is so scary. Employees think it is a waste of time, functional departments think it is a waste of management costs, and bosses think it is a waste of money. The core issue is that the demand scenarios in the office field are a series, not a single island. More and more enterprise service startup teams are struggling with how to carry out operations and promotions, which is completely different from the operation mode of free products on the C-end. Customers of paid products will first think about what kind of efficiency improvement this service can bring to the team. The polishing of this kind of product is not just about the experience details, but more about the actual workflow scenarios. Truly "business-centric" products will ultimately stand out. Enterprise service products pay great attention to the integrated integrity, openness and user migration costs of the service experience. Taking enterprise services in the office field as an example, common needs of internal employees include IM, email, corporate address book, telephone, notification announcements, project collaboration, schedule sharing, cloud storage, knowledge sharing Wiki, leave, attendance, reimbursement, etc. Common demands for external partners or customers include CRM, form management, legal and financial consulting, etc. In the future, the enterprise service sector will move towards integration. Some core leaders will stand out and become central players, forming a "own core tools + open API" model. This competition is no longer limited to who has a better product experience, but is a competition within the ecosystem. After all, no company has enough energy to meet all the needs of enterprise services. Bai Qi believes that Enterprise WeChat will definitely follow this path. After all, Slack, Mingdao and DingTalk have already helped it become MVP. Currently, WeChat for Business has developed its own functions in the fields of IM, corporate address book, announcements, attendance, leave, and reimbursement, but being limited to these is definitely far from enough. In the future, more high-quality corporate services will be connected to the WeChat for Business platform in the form of third-party application services. This is a complete ecosystem. Does this scene look familiar? Browser plug-in applications and apps in the iOS system are all about ecology. In the enterprise field, Tencent still wants to play a central role in "connecting everything", and its ambition is evident. 3. How to break through the bottleneck in the operation and promotion of enterprise service products? The promotion cost of enterprise service products is actually very high. The reason why many entrepreneurial teams fail is the lack of effective operational support. No matter how well the product is polished, it will not generate value without paying users. There are two main operational difficulties in enterprise service products: acquiring customers and retaining customers. The difficulty in acquiring customers lies in the fact that enterprise service products are aimed at enterprises, not individual users, and it is difficult to reach target users effectively and accurately. For example, some products that target Internet industry practitioners choose to place advertisements in the Everyone is a Product Manager community. The hit rate of this method will be very high, but what if the product is not for a specific industry? For example, "financial reimbursement" products do not have any industry attributes, and it sounds like all companies need them, but how do you find these companies? We have to consider forming a channel team, but for a startup team, this kind of human cost is often difficult to cover effectively. The difficulty in retaining customers lies in their payment conversion rate and long-term willingness to pay. Why do we say that DingTalk's data of 1 million corporate users is false? This is related to DingTalk's promotion method. In the early days of its launch, it attracted a lot of individual users by offering free calls. Although this was effective, as to whether these individual users could be successfully converted into corporate users, I believe the proportion would definitely not be too high. Since enterprise service products are paid products, the core contradiction in acquiring new customers is that the "purchasing decision makers" and "service users" may not be synchronized. In the service purchasing stage: the boss makes the purchasing decision, the functional departments such as finance or administration execute the purchasing decision, and the specific users of the service are the front-line employees. As an operational promotion, it is easy to reach front-line employees and it is also easy to make employees feel satisfied, but front-line employees cannot make the final decisions. However, there is a threshold to reach the boss who has decision-making power, and the promotion cost is very high. In the service usage stage: Some management service products are born to serve the boss. The boss feels very happy, but the employees are not happy using them. Such products still do not have long-term value. Therefore, Enterprise WeChat has added two very clever features in the newly released version 1.0, which pleases both bosses and employees. "Receipt message" is a feature that makes bosses very happy, but it makes employees feel uncomfortable because they can no longer pretend that they didn't see the notification sent by the boss. "Take a break" is a feature that makes employees feel very comfortable, but the boss may not like it so much. After all, since the work scene has been freed from private WeChat, who doesn't want to enjoy an undisturbed life? From the perspective of operation and promotion, the release of WeChat for Business 1.0 obviously took advantage of the official background of WeChat and the story of the competition between Tencent and Alibaba to attract a large number of practitioners to pay attention and become the first users. Judging from the registration method, the first batch of users of WeChat for Business should be the existing users of the original WeChat Enterprise Account. Although the Enterprise Account is a direction that WeChat has not been successful in its previous layout, it has still accumulated a large number of customers. This transfer can be a way to make a smooth transition. In addition, for Tencent, RTX in the software era has accumulated a large number of corporate customers, and the migration of such customer resources is a natural thing. In the US enterprise service market, Slack has become a unicorn, and in the domestic market, there are emerging products that will become giants in the future. Which one do you think will be WeChat for Enterprise? Or DingTalk? Ming Dao? Tower? Or something else? ASO optimization service click link: ASO optimization service introduction IOS accelerated review click link: //www.opp2.com/8854.html APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China. Welcome to follow our official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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