WeChat Business Group finally becomes independent, Tencent takes advantage of social networking to make a big plan
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On the afternoon of May 6, Tencent announced the establishment of the WeChat Business Group, which is responsible for the development of the WeChat basic platform, WeChat open platform, WeChat payment expansion, O2O and other WeChat extension businesses, as well as the development and operation of products such as email and address book. Tencent said that the establishment of the WeChat Business Group marks the upgrade of WeChat from a mobile social product to a strategic business system of Tencent. The WeChat Business Group is Tencent’s seventh business group. Prior to this, WeChat, as a social business outside of the business groups, ran through business systems including payment, e-commerce, and games, and had developed into a "crutch" for the advancement of other businesses. There are two main reasons for this situation: First, the rapid development of mobile Internet. At present, the total number of mobile Internet users in the world has exceeded 1 billion, and there are more 1 billion waiting to be tapped in the future. Second, WeChat has a huge user base, with 600 million registered users. In this context, WeChat's huge traffic can be monetized through any platform. With the rapid increase in the number of mobile Internet users, this monetization capability will increase. As Liu Hantao, senior business manager of WeChat's product open platform center, said, "The commercialization of the entire WeChat has accelerated." Activate Mobile Payment As the number of mobile devices connected to the Internet increases, the mobile payment market is growing rapidly. Alibaba and Tencent have always been the protagonists of the mobile payment war, but their development situations are very different. Alibaba's Alipay can already meet the payment needs of various scenarios on the mobile terminal, and is deeply favored by users. In November last year, the person in charge of Alipay Wallet revealed that the number of Alipay Wallet users has approached 100 million. On the contrary, Tencent's payment platform Tenpay is not yet fully developed on the mobile terminal, supports fewer application scenarios, and is rarely used. It was found that the Android version of Tenpay APP was last updated on December 18, 2013 in Tencent App Store "App Treasure". By March, it had not been updated for 4 months. It was not until early March that Tencent transplanted mobile payment to the social application WeChat and launched WeChat Pay. It was Tenpay that provided the payment backend support for WeChat. During the internal testing of the WeChat payment interface, accounts connected to this function include Yixun, Weituangou, Youbao, Haidilao, Didi Taxi, Dianping, etc. These include both online e-commerce websites and online travel websites, as well as offline catering and department stores, and more and more payment scenarios can be supported. Official data show that within half a month of access, the average daily transaction volume of WeChat Pay increased from 2 to more than 1,000; the daily transaction volume increased from more than 70 yuan to 240,000 yuan, accounting for 11% of the store's sales. The WeChat platform played a decisive role in this huge change! Open up the closed loop of payment and e-commerce Nowadays, a good social platform will inevitably develop into a marketing platform. This seems to have become an iron rule in the Internet circle, especially WeChat. When WeChat began to become popular among different user groups, many Taobao sellers also began to switch to WeChat. However, Alibaba and Tencent subsequently began a series of mutual blocking and blocking behaviors, causing third-party sellers who invaded each other's territory to complain. In February, Alipay launched a "no new signing, no renewal, no cooperation" policy, closing the payment interface application for WeChat merchants, putting Tencent in a passive position in mobile e-commerce and payment. Immediately afterwards, WeChat officially announced: WeChat Pay is now fully open to service accounts that have passed WeChat certification. The first batch of open categories includes supermarkets, department stores, clothing, shoes and bags, maternal and child food, etc., opening up an e-commerce and payment closed loop centered on the WeChat platform. After WeChat was upgraded to a business group, it took over the O2O business that originally belonged to Tencent E-commerce Company. At the same time, Tencent cancelled Tencent E-commerce Holding Company and merged the physical e-commerce business into JD.com. When e-commerce enters the mobile terminal, the first thing it comes into contact with is social software, and the most suitable platform is also social software. E-commerce behavior requires users to pay the most sensitive money, even before receiving the physical goods, at this time, early services are needed to reassure users. As a social software, WeChat, in addition to providing a payment interface, can also enable merchants and users to communicate and exchange through its social functions, and understand user needs in real time. In addition, by labeling more purchasing behaviors, consumption behaviors, and interactive behaviors, more accurate marketing push can be achieved. Promoting the development of mobile games Since its inception, the WeChat game platform has made mobile games crazy. After the first WeChat game "Shoot the Plane" came out, it spread among every WeChat user at lightning speed. After that, the WeChat game platform has successively appeared games such as "Daily Parkour" and "Daily Love Elimination", becoming a promotion platform for mobile games. Data provided by CNNIC shows that 47% of users started playing games on their mobile phones because of WeChat, which accounts for 11.5% of the total number of Internet users. It has to be said that WeChat social software is a good gaming platform. First, the herd effect. Everyone has the herd effect. When a game appears, it can be spread efficiently through the circle of friends. Secondly, the psychology of comparison. When many friends "show off" their game scores, they always want to score higher than their friends to get satisfaction. In addition, due to the characteristics of social functions, WeChat games have the kinetic energy of "provoking" friends and inviting friends to multiplayer games. In addition to vigorously promoting the game, users will buy props to win, thereby making the merchants profitable. Tencent's financial report shows that as of the fourth quarter of 2013, the revenue of the WeChat game platform has exceeded 600 million yuan. It is understood that Tencent has adjusted the work assessment standard of the mobile game department from the original 9 billion yuan to 12 billion yuan. Tencent's confidence in raising the revenue of mobile games comes from its confidence in WeChat games. In the future, WeChat's commercialization channels will be broader. Relying on WeChat, Tencent's business landscape will form a complete ecological chain. Tencent's Chief Operating Officer Ren Yuxin said that Tencent must rely on its social advantages to become a "connected" enterprise. The importance of WeChat to Tencent also reflects that in the mobile Internet era, mobile social networking is a "super entrance". Whoever can compete for this entrance will become the final winner. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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