Why did I have a negative view on WeChat Guangdiantong as soon as it was launched?
| After much anticipation, WeChat finally launched Guangdiantong in May under the spotlight of the masses. With the help of its early PR accumulation, it won the favor of a number of traffic demanders as soon as it went online. Many micro-businesses finally breathed a sigh of relief. After so much accumulation, the spring of harvest finally came. However, serious problems were discovered within a few days of its launch. As the number of traffic providers for WeChat Guangdiantong was small, the delivery options provided to traffic demanders in the background were merely a budget list, without even geographic positioning or crowd selection. As a result, merchants had to watch the widespread delivery, which resulted in all traffic demanders competing with each other on the same front. The price of a single click soared from the initial 50 cents to more than one dollar. WeChat claims to have millions of WeChat public accounts, but there are not many truly powerful WeChat public accounts. The majority are junk accounts and company accounts, which means that many traffic demanders have to compete among the few public accounts. Wemedia claims to cover tens of millions of WeChat users. If we calculate based on the population covered by Wemedia, currently all powerful WeChat public accounts are connected to Wemedia, which means that the number of people that can be covered by WeChat Guangdiantong is also about tens of millions. Judging from the population covered, it is actually quite impressive, but this is only true for mass products. If it is a niche product or a product that only works for certain special groups of people, it will be a burden. The traffic is still the same traffic, the landing page is still the same landing page, the brand is still the same brand, but the price per click has doubled overnight. I personally believe that if WeChat does not control the demand side of the traffic, the 15-character advertising space on WeChat Guangdiantong will soon become a red ocean. From the perspective of conversion rate, due to the small interface of the landing page, the conversion rate on the mobile terminal itself is very poor, and it also uses WeChat text messages as the landing page. Both the page design and the content expression are subject to huge limitations. Therefore, the low conversion rate is a normal situation. The traffic demanders of WeChat Guangdiantong are in a very difficult moment. They have to decide whether to continue spending money to keep up with WeChat or to stop and use the money on other things. They can only go by their own feelings. WeChat has not given the merchants any reassurance. If WeChat GuangDianTong is really a life-saver , it must be based on large traffic and big data. Let's talk about large traffic first. In fact, a few tens of millions of traffic is not too little. The scale of this traffic must be increased tenfold to reach the billion level. Then, according to the content attributes of the traffic provider, it should be classified. For example, if the traffic provider provides female content, then it should be classified as female. Similarly, GuangDianTong should also open corresponding delivery options. But is this accurate? I was reminded of the Sina portal's smart investment advertising, which is also delivered according to channels. Unless it is a product for a super specific group of people like sanitary napkins, most of the consumer groups will cross borders. Who says that a loser who reads novels cannot be the owner of a million-dollar luxury car? Therefore, the real GuangDianTong must conduct big data analysis based on the historical behavior of the reading population, and then push precise advertisements, rather than relying on traffic-providing platforms to deliver advertisements. However, the current mobile user analysis technology in China is far from reaching this level. According to the current situation, the information on self-media WeChat public accounts lacks supervision, resulting in more and more flooded information. The opening rate of individual self-media WeChat accounts is also getting lower and lower, and these self-media people are doing it entirely based on a belief. Few people have actual benefits, and they don’t even have honors. Unlike self-media platforms such as Sohu News and Huxiu, there is at least an author circle, and the CEO will come out to interact with everyone and form a group. WeChat does not even provide the basics. Few grassroots WeChat accounts can persist, so the model of placing advertisements based on the number of views of WeChat articles is rather risky, or even a dead end, unless Tencent is really willing to spend time and energy to focus on supporting the self-media sector; but judging from the situation of Tencent as a company, even Tencent has not made any progress, let alone a grassroots WeChat self-media person who can be found everywhere? Guangdiantong may be a life-saving straw, but it is very thin and light. The final winners are those brand merchants who are rich and bold and dare to spend money. |
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