Management or collaboration? The path is divided into several aspects.

Editor’s note: This article comes from WeChat public account “Deep Sound” (ID: deep-echo) / a>, Author ｜ Zhao Yu, editor | Ding Zhiren, original title: “Don’t think about a startup company, this B-side cake belongs to” BAT “”

Key points

▪ With the accelerated development of ByteDance’s Flying Books, the new version of “BAT” has gathered at the corporate collaborative office service track.

▪ The success of Ding Ding is unintentional, and the launch of enterprise WeChat is a passive response to Tencent’s attack under Alibaba.

▪ The giant scuffle is not accidental. After the consumption Internet dividend disappears, all companies hope to find new growth space in the field of corporate services.

The once quiet corporate services market is getting busier.

Following Tencent ’s last year ’s full embrace of the Industrial Internet and the expansion of its products and services to the B-side, another Internet giant ’s byte beat is also continuously adding to the ToB business: its corporate collaboration office product, Flying Books (the overseas version is Lark) Marketization is accelerating.

There are nails, WeChat in the front, and flying books in the back. So far, the new version of “BAT” (B means ByteDance) has gathered at the corporate collaborative office track.

In 2015, Alibaba attacked acquaintances positively and could not wait. After that, the company’s IM service sprang up, and its flanking broke out successfully; Tencent followed up the following year and launched WeChat. In the context of the disappearance of consumer Internet dividends, more and more Internet companies have accelerated their deployment in the field of corporate services.

In the field of corporate collaborative office services, three Internet giants such as Alibaba, Tencent and Byte Beat have entered the market one after another, and they have not concealed their ambitions to seize market share. What are the differences in the path of each company given the target? What direction will the corporate collaborative office market show in the future?

Neglect to insert willows

Ding Ding is a product of Alibaba inadvertently inserting willows.

In 2013, Alibaba fully launched the social product “Communication” of acquaintances, and the communication obtained the highest level of resource tilt: Alibaba executives including Jack Ma, Lu Zhaoxi, etc. all exposed QR codes to gather for “communication” Popularity and traffic; the current account is connected with the Taobao account, and the user can either log in directly with the Taobao account or register with a mobile phone number.

nail nail VSay we were out of luck and stepped on a vent <strong>. This air outlet is that traditional Chinese SMEs have entered the cloud and mobile era from the traditional paper office era. </ strong> Today they have the opportunity to cross an era and the IT era. “</ P></p> <p> If it was said that the initial birth of Dingding was a by-product of Alibaba’s competition for the social relationship chain, then to this day, Dingding has become an important grasp of Alibaba’s ToB business. </ p></p> <p> At Alibaba’s Yunqi Conference held in September this year, Zhang Jianfeng, the president of Alibaba Intelligent, revealed that Nail is an important public foundation platform, which raised Nail to the same height as Taobao: there are 1,000 More than 10,000 sellers are equivalent to helping more than 10 million brands realize digitization, and the Dingding platform has more than 10 million enterprise organizations, which is equivalent to helping 10 million enterprises achieve online and digital organization. </ p></p> <p> “I think the significance of these two things is the same. Because there are so many small and medium-sized enterprises in China, it is very challenging to do informationization and mobility. It requires a public basic platform. And Dingding is such a public foundation platform. “</ P></p> <p> This statement is enough to glimpse the expectations that Alibaba has pinned on DingDing. Especially after the Industrial Internet has become the mainstream direction of the industry, the market that DingDing may leverage is even more worthy of attention. </ p></p> <p> However, Ding Diao has not yet achieved the same market position as Taobao. In the corporate collaborative service market, there is another giant eyeing it. </ p></p> <h3> Uncertain corporate WeChat </ h3></p> <p> Facing the siege of the city, Tencent did not stand idly by. In 2016, one year and three months after its release, Tencent also launched its corporate WeChat, which confronted it positively. </ p></p> <p> Enterprise WeChat is not the first enterprise-level application service launched by Tencent. In the era of the PC Internet, Tencent launched the office communication software RTX (Tencent Communication) and QQ Enterprise Edition. In addition, WeChat launched the WeChat Enterprise account in September 2014, integrating existing IT applications and third-party cloud applications with an open API interface. </ p></p> <p> <img alt =

Office communication software RTX (Tencent Communication) under Tencent

However, when the consumer Internet is booming, corporate services are not the focus of Tencent. The emergence of corporate WeChat is a turning point. Previous attempts provided a basis for corporate WeChat: The WeChat team stated that corporate WeChat is the foundation of RTX Optimization

  • “Micro Workbench”: Renamed from “WeChat Plug-in (Original Enterprise Number)”. Peripheral business personnel and external employees of the enterprise can receive corporate notifications and use enterprise applications on the WeChat terminal without downloading the corporate WeChat client.

    Ding Ding VS Enterprise WeChat VS Fei Shu, the corporate service market staged a

    In addition, the company ’s WeChat team also launched a “bulk assistant” feature in September this year. The bulk assistant supports sending pictures and texts, reaching 200 people at a time. Specifically, shopping guides can send coupons, holiday blessings, event announcements and other information to customers on WeChat, and customers receive information on WeChat.

    It is not difficult to see that the company’s WeChat has continued WeChat’s product philosophy, focusing on connection and individuality-rather than addressing the needs of the boss. The ultimate goal is to help companies clarify production relations and production links, and optimize internal and external communication.

    Ding Ding VS Enterprise WeChat VS Fei Shu, the enterprise service market staged a

    Image source: Corporate WeChat official website introduction page

    Zhang Xiaolong once said the development prospect of corporate WeChat, “When corporate WeChat extends to the outside of the enterprise, it will generate greater value. The subsequent new changes in corporate WeChat will be based on a new concept-let Every company employee has become a window for corporate services. “

    The differences in product design concepts between corporate WeChat and Nailing have created the differences between the two products.

    Dingding focuses on internal management and communication, while corporate WeChat focuses on external communication and display; Dingding focuses on addressing the back-end needs of the company, while WeChat focuses on the front-end needs of the company.

    Of course, Dingding and WeChat also have the same point, that is, they are very concerned about the management of team members, and the product is designed with “people” rather than “things” as the design guide.

    Just when the product functions are more focused on management and corporate WeChat are fighting in the market, another Internet giant in China is keenly aware of the new opportunities and launched its own enterprise.Level service product Feishu / Lark, and differentiated competition with the previous two products.

    Te Juntion’s founder Qi Junyuan once told “Shen Xiang” that there are mainly two types of enterprise collaborative office software in the market . One type is IM instant messaging tools oriented to real-time communication. This type of tools emphasizes the organization of “people” in a team and focuses on management. The other type is oriented to “things” and all functions are oriented. It is the completion of goals or tasks, focusing on collaboration.

    Ningding, WeChat and Feishu are just the embodiment of the above two logical divisions.

    Flying book with a sword away

    The byte beating that has not been established for 7 years is indeed different from Alibaba and Tencent, both of whom have reached the age of 20.

    For example, Byte Beat often emphasizes that its culture values ​​Context rather than Control. Zhang Yiming’s core tone set for Feishu / Lark is also the efficient flow of information to enhance teamwork among team members.

    According to media reports, Zhang Yiming has talked about the importance of efficient internal information circulation many times. He said: “” Decision instructions are not simply uploading and issuing, but letting colleagues promote the transparency of internal information by providing context. To solve problems, make decisions, and improve efficiency. ”

    Under the guidance of such ideas, the development of Feishu has been accelerated all the way:

    • In July 2017, the 1.0 version of the company’s corporate office software Feishu was launched;

    • In November 2017, Byte Beat fully used Feishu (the overseas version is Lark) as office software. Today, there are flying books behind popular products such as headlines, vibrato, volcano videos, watermelon videos, etc. A credit;

    • In 2018, Byte Beat increased investment in Feishu. In October of that year, Feishu’s product and R & D team exceeded 500 people;

    • In January 2019, Version 2.0 of the Flying Book was born, adding core functions such as voice calls, online documents, smart calendars, meeting group chat, and application centers;

    • In April 2019, BYTE officially released Lark, a collaborative office product for enterprises in overseas markets;

    • In September 2019, after half a year of testing and polishing in overseas markets, Lark opened to the domestic market under the name of “Fei Shu”.

      Unlike the universal OA collaborative office platform, which is mainly featured in Dingding and WeChat, Feishu / Lark pays more attention to vertical industries.