Business is not an island: half internally and half externally.
Hundreds of millions of office workers began to work remotely, hundreds of millions of teachers and students began to use online classrooms, and offline retail was urgently transforming to survive online-in the context of the epidemic at the beginning of the year A wonder.
In this context, to B software, which takes mobile office and efficient collaboration as its core product functions, has ushered in the greatest opportunities and challenges. The opportunity lies in the blowout demand from all walks of life such as education and retail, and there is an urgent need for efficient collaboration tools to alleviate the urgent need; the challenge lies in how to quickly respond to these needs, and in the second half of the year when the demand becomes more stable, with more attractive product capabilities Retain users.
The company’s WeChat response strategy is to complete 1,128 functional iterations in the past year. For any enterprise-level application, this iteration speed is a bit extraordinary. Behind the thousands of iterations, the growth rate of enterprise WeChat is also obvious: As of August 31, 2020, the number of daily active accounts of enterprise WeChat has increased by more than 100% year-on-year.
On December 23, the company’s WeChat annual conference disclosed a set of latest data: the number of real companies and organizations on the company’s WeChat exceeded 5.5 million, and the number of monthly active accounts exceeded 130 million. The number of WeChat users connected and served by corporate customers through corporate WeChat has reached 400 million.
At this time last year, the key capability of the enterprise WeChat 3.0 version was to directly connect to WeChat, which specifically included adding WeChat friends directly, opening up customer circle of friends, and expanding the external crowd.
From enterprise WeChat version 3.0 to version 3.1, the ability of enterprise WeChat to communicate with WeChat has been upgraded again, including the ability to increase the maximum number of customer groups to 500, support for issuing group red envelopes, optimizing group collection, resignation/in-service inheritance, and other open capabilities . In addition, the corporate WeChat team officially launched the “Enterprise Aviation Plan”, which will provide 1.2 billion yuan in digital support funds, 600 million yuan in the education industry, 400 million yuan in government affairs, and 200 million yuan to support the digital upgrade of small and medium-sized enterprises. .
Intercommunication with WeChat can be seen as the origin of the advantages of enterprise WeChat, how to make it in the WeChat ecosystemExerting greater potential and exploring various application scenarios is the core idea of enterprise WeChat function iteration.
On the other hand, enterprise digitalization actually includes both internal and external needs. Externally, it uses digital means to accurately serve customers, and behind it is the ability to communicate with WeChat; internally, it improves the efficiency of internal information processing. Including a series of OA tools and third-party application interfaces. The two scenarios must be considered, regardless of one and the other, in order to maintain market share in the fierce market competition.
As Huang Tieming, vice president of Tencent’s WeChat business group, said, “Helping companies digitally, if only doing internal office, then only half of it.” Whether it is internal or external, corporate WeChat must help companies achieve internal efficiency improvements The “half” of the company must also help the company realize the “other half” of the social value network.
WeChat is a connector, and enterprise WeChat is no exception
“Human is a service, and it is a certified service.” Zhang Xiaolong pointed out the core advantages of enterprise WeChat in his public lecture in 2019.
Starting from the origin of people as a service, a more specific scenario might be a clothing shopping guide, courier brother or insurance manager, using corporate WeChat to add customer WeChat, similar to the use of personal WeChat, users can use chat messages, Group chat or Moments sees new product, promotional information or after-sales service.
Huang Tieming compares the corporate WeChat to a connector.
If the product capabilities of enterprise WeChat are placed in the WeChat ecosystem, they can exert greater potential. In addition, there is another problem that needs to be overcome is a deep understanding of application scenarios in various industries.
Take an important capability released at the 2020 Enterprise WeChat Conference as an example, that is, the upper limit of the number of customers in the customer group has been increased from 200 to 500. This is due to the discovery of the enterprise WeChat team that when some industries provide external services, a group of 500 people serves higher efficiency. In addition, the group of 500 continues the WeChat concept. In WeChat, the group of 500 is usually an equal communication group.
“It’s not that a group of thousands or tens of thousands of people is better. We are also observing and thinking about how many groups of people and service personnel can better manage and provide services.” Huang Tieming talked about product design details 时 said.
Sending chat messages, pulling a group, and posting to Moments are the most basic abilities. With the gradual upgrade of basic capabilities, enterprise WeChat also needs to join users from all walks of life to enter the deep water area of user insight and user operations.
In other words, the market buzzword “private domain traffic.” Although the enterprise WeChat team believes that “customers are not traffic”, it is undeniable that WeChat can best satisfy business owners’ demands for “private domains”. Users in the enterprise WeChat group are usually regarded as the owner’s own traffic, rather than platform traffic that may be taken away anytime and anywhere.
Zhu Aiguo, director of information at Bosideng, told me that the in-depth operation of users has gone through three stages: the first stage is “strong index management”. There is no mature methodology or experience, and specific information will be issued to each store in a certain cycle. Business indicators; the second stage begins to summarize the methodology, and explores some new marketing methods of social fission in the form of red envelopes and lotteries; the third stage is a combination of large operations and small operations, that is, headquarters does strategy, front-end execution, and front-end shopping guides. Develop the director and form a joint force with the headquarters strategy to form the sales conversion of private domain traffic.
Dong Peizhi, director of digital growth for fellow chicken users, talked about the interaction of “user tags” with corporate WeChat in the actual operation process, such as extracting user tags such as frequency of consumption, whether they like spicy food, and which store they often go to to consume. There is no limit to the number.
“Tag-based interaction is more precise.” Dong Peizhi said. It is the third important ability mentioned by Dong Peizhi in addition to the company’s WeChat reach ability and two-way interaction ability. Enterprise WeChat supports rich user tags, and realizes linkage with the user data center of Lao Xiang Ji, and user portraits are more clear.
One end is more accurate user insights, and the other end is richer service provision. This is the constant flow efficiency law in the Internet world.
Business is not an island: half internal, half external
Speaking of thinking about the future organizational form of enterprises, Huang Tieming’s key words mentioned many times are symbiosis and integration. He said that the future enterprise is not an isolated island or an organization form of information self-closing loop, but the whole social value system. A member is an element of the social value network.
The connection between information and service is half internal and half external. Internally, it is more intended to improve the efficiency of the company’s own organization. How to improve office efficiency through remote meetings and group live broadcasts is very intuitive. In addition, there are practical scenarios such as organizational cultural output and business structure optimization.
For example, when the company WeChat was first released, there was a small function to “take a break”. This function comes from Tencent’s management culture. The to B software launched by major Internet companies will be more or less expected to be simultaneously output by corporate management and organizational culture.
As for the optimization of the business structure, Bosideng, which has accumulated 8 million corporate WeChat friends, is operating on a per-store basis. Bosideng hopes that every store will have 20,000 corporate WeChat friends in the future, which is called the “three-wheel drive” internally: a physical store, a corresponding online store, and a traffic pool are a cycle of complementarity., Thereby optimizing the proportion of retail structure.
“We do not want to turn the Mini Program Mall into an e-commerce platform, but hope that the Mini Program Mall will improve the sales structure of physical stores in the future. Combining the Mini Program and the corporate WeChat, if a store’s annual turnover 5 million, it is expected that 10-15% of retail revenue will come from corporate WeChat friends buying on mini programs.” said Zhu Aiguo, Bosideng Information Director.
The greater value lies in external connections. Zhang Xiaolong once said that if corporate WeChat is positioned as a communication tool within the company, its context and significance will be much smaller, and it will only generate greater value when it extends to the outside of the company.
In specific scenarios, external connections include information exchange with upstream and downstream, interaction with consumers, etc., and these capabilities are realized through linkage with the WeChat ecosystem. Therefore, the enterprise WeChat team believes that “Enterprise WeChat is more like a network extended by WeChat to the enterprise.”
Of course, the intercommunication with WeChat is not unlimited. Between the exposure needs of business owners and the user experience who do not want to be disturbed frequently, the enterprise WeChat team also needs to think about how to balance the intercommunication relationship between WeChat and enterprise WeChat.
The number of corporate WeChat teams has increased from 300 to 500 during the epidemic. In 2020, which is full of uncertainty, Huang Tieming feels that the greatest growth of the team lies in the precipitation and accumulation of understanding. Commercialization is not something that needs to be considered at present. The next focus of enterprise WeChat is still centering on “people as a service” and enriching various application scenarios under this framework.
In the past year, the number of active WeChat users of enterprises rose sharply during the epidemic. After the epidemic, the number of active WeChat users of enterprises has continued to increase. Now, 130 million monthly active users and 400 million users connected and served have become a new starting point. Whether it is to improve efficiency internally or expand network boundaries externally, neither side can be left behind.