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In addition to the “official” background blessing tool, WeChat traffic is still the first WeChat public large number of fans to break through 10 million, which was unmatched in the media on the rivers and lakes. The micro-road conditions touched a huge blank travel market, attracting many fans and few opponents.
After a few years, WeChat’s road conditions continued to escalate and iterate until the rise of the professional navigation map app, and the traffic congestion appeared in real-time display, and the situation was clear at a glance.
But the change of the current situation is unmatched, and the function that the micro-road condition is proud of in the past is easily opened by the change of technology. As a public number, it is unable to provide high-quality original content continuously, so that the era of using WeChat to query the road conditions has quietly ended.
And this has been shining with the glory of technology, how has it caused friction with itself, industry and the times in recent years? It also left a series of questions, such as where is the round of financing of the parent company’s car support? Under the impact of new mobile Internet technologies, how many current users are there? What is the reason for the change of WeChat road conditions to micro-road conditions? Why is micro-road condition sealed? What is the discussion of the upgrade iteration of this public number?
In public information or interviews, these have no answers. Blue Media Exchange sent these questions to the car support, and after the problem was confirmed, it did not receive any response from the other party.
Two
Sun Guannan doesn’t want to talk more about micro-road conditions.
Although he used to be the CEO of WeChat Road, he was also the vice president of his parent company. But now, he is a practitioner in the blockchain field.
In January 2015, Sun Guannan was invited to participate in a self-media summit. As a family member of this product, he did not think that “WeChat Road” was a self-media. “I prefer to use it as a tool in life.”
In 2015, it was three years since the WeChat road was born. This public number has completed the original accumulation and the development of the first generation technology. At that time, the intelligent travel field, no doubt, the WeChat road situation is screaming.
Many people do use the WeChat road as a tool. When the navigation software is in the ascendant, the function of checking the road status has become a daily essential tool for WeChat users.
As for the content of the public number, the introduction of micro-road conditions is described as follows: The day provides you with the latest car information, driving tips, maintenance, driving video demonstrations…
The content of WeChat traffic has never been original, only as a function in the closed loop of its ecology. So since its birth in 2012,There are only 535 original articles.
At that summit, Sun Guannan also mentioned a set of numbers: In 2015, WeChat lived 360 million monthly, car owners accounted for 10%, and WeChat users subscribed to the public number of 44%, that is to say About 16 million car owners will subscribe to the public number.
WeChat traffic conditions claimed to have 15 million users and 93% were car owners. His conclusion is that 14 million car owners in WeChat road coverage almost all of the owners in WeChat.
This number was amazing at the time. But the more surprising part of WeChat traffic is advertising.
A headline of WeChat traffic was sold to 300,000. This sounds expensive, but Sun Guannan said: “In fact, advertising revenue is not our main income.”
In the article of WeChat Road, the headline basically guaranteed 5 million readings. The number of clicks on the original text is about 200,000 to 300,000, and the conversion rate can reach 40%-50%. Many advertisers even think that WeChat has such a public number as a large user group, and the advertising price is very cheap.
This is all data for 2015. It is conceivable that the WeChat road was experiencing its highlight moment.
But four years later, the WeChat road is clearly not in the momentum. An advertising industry insider revealed to Blue Media that the current headline content of WeChat Road, although the price of the publication is 450,000, the actual implementation price is only 120,000, which is less than half of that year. Advertising for cars, p2p, brands, and finances can even get a 25% discount on public relations channels.
The situation of the decline also appeared on the list. According to the 2016 WeChat public number 500 released in the new list, the WeChat road condition was 16 on the list, and by 2018, the micro-road condition on this list slipped to 158.
Sun Guannan later left WeChat Road and its parent company car support. But the reason for leaving, he did not answer.
three
The beginning of WeChat traffic conditions stems from an adventure.
In 2012, when WeChat was just around the corner, the car website helper was trying to do something with the WeChat public account.
This is a technology driven company. At first, they made an account on WeChat with a travel tool. Soon, this kind of attempt got a corresponding return, and the results of WeChat road conditions at the time were obvious to all.
This period, WeChat traffic conditions even got a lot of official WeChat privileges. Knowing that the previous unconfirmed post wrote: WeChat traffic may be the first to use WeChat to locate the api account; WeChat traffic can send any message to the specified user, regardless of time, similar to the template message mechanism, and can use any Sending form; WeChat road condition is the subscription number, but can obtain user information without authorization, custom menu and other interfaces.
A year later, the car support ushered in star investor Xue Manzi andMillion RMB of angel investment. Xue Manzi later became the chairman of the car care team.
The press release at that time recorded Xue Manzi “inspection” car support In January 2013, Xue Manzi took his iconic silver hair, hearty laughter, and came to the front line as the chairman of the board. He improved the function of WeChat road products and how to deal with WeChat 4.5 and other products and Lv Chunwei. Help the team to communicate and work for up to 4 hours.
Lv Chunwei is the founder of the car support, known as the “helper.” Earlier, he served as CEO of the 8848 website, known as the originator of Chinese e-commerce. In Baidu Encyclopedia, the car support is described as “a mobile Internet company with social navigation.”
The car support will position the WeChat roadway very clearly: provide road condition services. One of its features is that users can subscribe to the road conditions from home to the company every morning and evening – the public number pushes one in the morning and evening, you can see the congestion status of the road section above. This feature does not actually take up the number of article pushes. At the time, this did give the user a good travel experience.
With this feature, the open rate of WeChat traffic has doubled. Another advantage is that the content of WeChat’s article content is greatly protected in terms of reading, because after opening the WeChat road, most users will browse the corresponding articles – some tips related to the car.
According to the eco-design of WeChat road conditions, people who like the content of the article are both car friends, and the public number is therefore more vertical in the automotive industry. After that, WeChat has opened a micro-community, and gradually established social activities to serve the after-market car market. The platform was prepared.
In 2015, WeChat Road also participated in the sale of cars due to its large user base. In the past, WeChat Road had launched a new spring car-only season in Beijing, and only sold a model of Fox. The sales volume of one-hour official orders reached 96.73 million yuan, which was the first time to taste the sweetness of e-commerce. For the second time, WeChat traffic conditions sold 30 cars nationwide, and the order sales for the first hour of the line reached 1 billion yuan.
In 2015, WeChat road conditions stood firm in terms of user volume and technology, and it was a pioneer in the field of intelligent transportation.
Everything is particularly good, but two years later, on July 20, 2017, some users found that “WeChat Road Condition” was quietly changed to “micro-road condition”, and the reason is unknown. At that time, some insiders speculated that WeChat officially withdrew the privilege of using the word “WeChat”.
This is also the difference between the words. On the way to the WeChat road, it seems that a wall has been built, but the reason is obviously much more complicated.
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In fact, at 20In 16 years, the “road condition” function in WeChat road conditions has begun to be challenged.
In November of that year, a map navigation app launched “multi-directional real-time road conditions”, which realized the lane-level navigation capability at the intersection, and could guide the intersection vehicles more accurately. The navigation software company claims to save nearly 100,000 hours a day for users.
Accurate road condition information is integrated into the navigation. The road condition information is from the timing, fixed-point inquiry to real-time broadcast, which is actually a qualitative leap. In fact, users do not need to deliberately search, you can understand the real-time traffic conditions of the entire region on the navigation app.
In addition, the Ministry of Industry and Information Technology proposed a speed-up plan from the beginning of 2015. From the data point of view, in 2015, the three major operators exceeded the target; in 2016, the three major operators also said that they basically implemented the speed-up and fee reduction plan.
The constant decline in traffic costs has given up a lot of room for navigation apps and new technology development.
Although WeChat road conditions introduced real-time traffic conditions in the subsequent upgrades, but the professional map app is also constantly upgrading, and WeChat road conditions have been developed based on WeChat public number for many years, so it has been unable to overcome the WeChat barrier. .
The parent company of the WeChat road car, the three core products are: the car owner mobile community APP “carto help” based on the road service; the tool account “micro-road” based on the WeChat platform, and intelligence Traffic cloud platform.
In the business introduction on the car support website, in addition to the micro-road conditions, the WeChat public number matrix also has “check violations”, “electronic dog” and “car support”. The former two display respectively have 3 million and 500,000 registered users.
These public users will eventually be attached to the content. However, the content is precisely the short board of micro-road conditions.
The early micro-road conditions benefited from the soft-text communication method of “WeChat”. Some articles have “Is the Chinese are turning”, “99% of the owners are turning”, “The owners are paying attention!…. Be careful!” – This title is easy to be chained early. Forward.
Today, micro-road conditions still use this kind of horror, and even a little low title fills in non-original content. For example, “Youth is always wet”. Remember the “three-level” film that was secretly tried in those years~” “Small brother peeked along the road on the road, surprised and found a scene…” “300,000 locusts are eating you.” scalp! No wonder the hair is hair loss, itchy to crazy…”
Although the current micro-road article article still maintains 10w+ readings, but emphasizes the original content, against the current title party, the content is insufficiently nutritious, and the function is stagnant, making the micro-road situation less attractive than before. This is also its fastOne of the reasons for the rapid decline.
Now attention to micro-road conditions, there will still be: “Hi ~ welcome to pay attention to micro-road conditions! The country’s 100 million car owners are using” words.
This is an exciting welcome message that makes the followers feel that the micro-roads used by 100 million people are trustworthy; this sentence can also be understood as a subtle welcome, except that you are welcome to pay attention to micro-road conditions. In addition, it does not tell you, in this era, what is used by 100 million car owners in the country…