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Where there is a BAT, there is a big fight.

Cloud computing is like this, artificial intelligence is so, and now even in the CRM field.

• On July 24 this year, Baidu officially launched its own CRM product – Love Fanfan Open Platform. Baidu hopes to use the search-side to acquire clues, get through the process of obtaining customers, marketing, management, etc., and seek contrarian growth in the B-end.

• A day later, Alibaba announced a partnership with Salesforce, which is a high-profile exclusive supplier of Salesforce in China, Hong Kong, Macau and Taiwan.

• As early as July 2, Tencent joined forces with Wuyuan Capital and Safran Fund to invest in the six-degree EC and won the sixth-degree and 20% stake, becoming the largest investor in the EC.

• Tencent then went on September 5th with an exclusive investment of $120 million to sell the Easy E round. Prior to this, Tencent has invested a total of 380 million yuan in investment and sales of D-wheels and D+ wheels.

By whether it is self-developed, invested or cooperated, BAT has already prepared for the CRM field and is ready.

It is puzzling that CRM has been popular in the Internet since 2015-2016, when it comes to sales and competition. But why did BAT think of it in 2019?

Why is CRM?

In the Internet age, almost all wars were vying for users.

When WeChat monthly users exceeded 1.1 billion and Taobao monthly users reached 721 million, Baidu search is well known. We know that there are not so many new users on the C side.

The demographic dividend quickly subsided, and the Internet giants had to seek a breakthrough at the B side. As one of the easiest tools to reach the corporate market, CRM is clearly a hot spot for war.

More, along with the decline in China’s demographic dividendAnother crisis is
  The coming of capital cold winter.

As we all know, the cold winter of the capital that hit in the second half of 2018 has greatly reduced the market value of BAT.

At this time last year, the industry’s hot debate was that Tencent had no dreams, the Ali Empire declined, and Baidu became a lonely man.

If you say before the winter, BAT is willing to press more chips on the C side. Then, in the cold winter, BAT collectively transforms to B, which is undoubtedly the determination to strengthen the coordinated development of B and C.

BAT still feels the cold wind, so companies with smaller scales and more extensive operations will undoubtedly have greater pressure to survive.

So,
  From the extensive to the fine transformation process, it is bound to be inseparable from marketing management tools such as CRM.

It’s in
  Declining demographic dividend, capital winter striking, demand for refined management of enterprises, BAT collective transformation to B-side
  In the background, CRM has revived the second spring and has become a hot topic in the industry.

BAT Advantage

The reason for the giants to enter CRM is sufficient. But if BAT does not have the ToB gene, it is strongly twisted to pick the melon from the CRM market. This melon may not be sweet.

1. But we all know that Ali has the ToB gene.

The booming of the nails, and ultimately the painstaking efforts of Ali at the B-end, the combination of Ali, Nail + Salesforce seems logically justified.

Salesforce is the world’s largest CRM vendor, but it is similar to other foreign excellent ToB vendors entering the Chinese market.

The ancients cloud: knowing oneself and knowing each other, can only fight. If you don’t understand the Chinese market, Salesforce will be excellent, and there is no place to show your skills.

So:

When a large amount of corporate resources in Ali and Nail Reserve collide with Salesforce’s customer demand;

When Ali relies on local resources and experience to bring localization improvements to Salesforce;

When the nail’s shallow OA+ hardware matches Salesforce’s powerful CRM+PaaS capabilities;

……

This dream is not only plausible, but also very good.The meaning of the sheath.

Besides, Ali’s market share in China’s IaaS+PaaS is close to half, and they will definitely think more at the SaaS layer.

2. After talking about Ali, let’s talk about Tencent.

Tencent always likes to invest, and Tencent’s investment attitude is far less strong than Ali.

The industry knows that being invested by Ali has the risk of being annexed by Ali. Every day, it’s so hungry…

If you accept Tencent’s investment, you don’t have to worry about being annexed or acquired. However, you can face the situation that Tencent has invested in my home and invested in competitive products.

Just like Tencent has invested in tiger teeth and fighting fish in the C-end, and has invested in interactive activities and activities in the B-side. Tencent has not only invested in sales in the CRM field, but also invested in the EC six-degree.

At the same time, in the field of digital marketing, which is closely related to CRM, Tencent has also invested heavily in the listed companies and the micro-alliance.

Although some people say that Tencent does not have the ToB gene, it can’t stand Tencent’s ToB version expansion.

Even if you don’t mention Tencent’s investment in the CRM field, you can see Tencent’s huge potential in the CRM market.

Although the number of users of WeChat is far from the nails, the value of WeChat’s connection and open platform is obviously not lower than the nail.

And,Personal WeChat has strong user reserves on the C side;Combination of WeChat, Enterprise WeChat, E-mail, Tencent documents, etc. Powerful and beneficial combination punch.

From this analysis, the future of Enterprise WeChat is also bright.

Alibaba’s “independence” had required ISV vendors stationed in the nailing platform to sign “selling deeds” and could not cooperate with other platforms. To this end, nails even at the expense of the first batch of platforms, such as Tower, red circle marketing and other manufacturers.

The company’s WeChat platform has always been open, and all the third-party applications that enter the enterprise WeChat are rewarded in a step-by-step manner. Zhang Xiaolong has always hoped that Enterprise WeChat can become a bridge for Chinese companies to migrate from offline to online.

This layout on the B-end platform is likely to affect Ali and Tencent’s play in the CRM battlefield. Perhaps the “missing” of Ali and nails will be the “get” of Tencent and Enterprise WeChat.