domeet webmaster

This is WeChat’s largest official event every year. Important data and new directions in the past year will also be released at the conference.
  Before the conference is held, related new functions are usually tested internally, warmed up, and launched on the product side to ensure stability when officially released.
  From these early developments, we can see where Wechat has accumulated power in the past year and the corresponding new directions.

On December 11th, the public account WeChat Sou Yisou posted a tweet “Hello, I’m WeChat Sou Sou”, which comprehensively reviewed the general capabilities of WeChat Sou Yisou. On December 26, WeChat search launched the “Ask Doctor” function and launched a comprehensive health search service. In the month before the start of the WeChat Open Class PRO, WeChat SouYiSou successively released several updated information, and the health search service was the first time it spoke on a vertical category. The weight of this new feature inside WeChat is self-evident.
 

Do the right thing at the right time

It is reported that WeChat’s health search service is mainly divided into three aspects: health information inquiry, online doctor consultation, and appointment registration.

Enter relevant symptoms in WeChat search, such as “fever”, “headache”, “cold” and other keywords, and then there will be health science information, including explanations and recommendations for etiology, medical treatment, and treatment. The source of these contents mainly includes authoritative medical content endorsed by many real-name doctors, and professional interpretations of common diseases and medicine encyclopedia entries written by authoritative medical experts.
In the column of related services in the search results, the” Ask a Doctor “button will appear. After clicking on it, you can choose the service provider, and the user can further choose the suitable one It is reported that “Ask Doctor Online” has introduced third-party medical platforms such as Tencent Health, Dr. Lilac, Dr. Penguin, Good Doctor, etc. as service providers. Enter the name of the hospital directly, and click the “Register Appointment” button in the search results, and select the corresponding department doctor for online registration. What you get is what you get.

From these major features, in this” health search service ” In China, WeChat mainly focuses on “search” and “information display”. In fact, the medical services and content available to users are all from third-party platforms or authoritative hospitals. The doctor provided. In this process, almost can not see any advertising or commercial marks. It may seem “thankless”.

For each of our ordinary consumers, in addition to clothing, food, accommodation, and transportation, the basic services needed for daily life are to see a doctor. Of these five items, seeing a doctor is the most urgent and will affect the survival of a person to the greatest extent. Throughout the ages, people have invented many words and phrases to describe this kind of distress, such as “emergency and chaotic medical treatment” and “coming sick like a mountain”.

Because of this, health care has become one of the fields with the highest commercial value, and various types of health care products have emerged endlessly. Baidu has maintained high income for many years and also comes from medical bidding rankings. But everyone knows the latter.

The operation of the medical and health market requires commercial activities, but due to the particularity of this field, the business model needs to be based on formal security. On the other hand, in the past, the health information that people can receive is asymmetric, and it takes time and effort to seek treatment. Users have always had serious needs for convenience, efficiency, and authority in medical and health services.

Negative past cases and persistent needs of users have promoted the standardization and upgrade of Internet services in healthcare.
  The rise of third-party platforms such as Dr. Lilac and Dr. Penguin, and even Baidu has made changes to its search businessCooperation with the medical service platform, and the mini program card of relevant authoritative content is displayed on top for priority display.

WeChat chose to launch a health search service at this time, which is a very suitable time: users’ increasing demand for medical care cannot be ignored, and there are also some organizations that can provide professional reliable content and services. Reserves.

WeChat, as a social tool almost necessary for Chinese people, has always made great efforts in life services. Earlier in the payment of Jiugongge, there were services such as living payment and city services, including services such as five insurances and one fund, transportation, and government affairs. These functions are not so powerful in terms of commercialization of the product itself, but for users, they are “benefits” that greatly improve life efficiency. ^

The convenience features that don’t see much utilitarianism just reflect the core values ​​of the WeChat team when polishing products. Zhang Xiaolong had explained in detail in his WeChat Open Class PRO in 2017, “Everything runs out”, that is, any tool is to help users improve efficiency, and WeChat is also a tool, so WeChat ’s The mission is to help users complete the task in the most efficient way.
 

This concept was laid by Zhang Xiaolong and is used as the core value of the product in the work of the entire team, whether it is a small program, WeChat payment, or search service, all based on this foundation.

The same goes for the health search business. As users’ search needs increase, WeChat’s need to sort out, integrate, and upgrade vertical category searches is imperative. The three functions of this launch, health information query, online doctor consultation, and appointment registration, all have the significance of shortening the connection path between users and services and content providers, and improving the efficiency of information transmission.

Run in small steps, and slowly “search with WeChat”

Although WeChat officially announced the full launch of the health search service recently, judging from the previous actions of this product, it should already have a layout in this regard, and health services will not be the only vertical service. ^

According to the upgrade of the official brand area announced by WeChat on December 4, the new official area has added picture backgrounds, service icons and applet cardsFilm, main product display and other styles, brands can apply for three levels of ABC according to their own conditions, each equipped with different display resources.
  After passing the review and going online, users can simply enter keywords to display corresponding cards and other styles.
This means, Souyisou is in deeper linkage with brand partners. The information submitted by the brand side when applying and subsequent card clicks and other data will help WeChat have a clearer understanding and positioning of the brand side. For users, the appearance of the new upgraded display style comes from the official review of WeChat, and helps to quickly form a visual perception, so the channels for obtaining corresponding services have become more efficient and direct, and more secure. We have been doing search business since 2011. WeChat did not provide a “search and search” entry through “WeChat Lab” tentatively until May 2017. Since its launch, the official area of ​​the brand that is closely related to brand business cooperation has ushered in a significant upgrade. In the past two years, the function iteration of WeChat Souyisou was even more detailed and broken.

When the search portal was first launched, the search service mainly covered articles, public accounts, applets, emoticons, and other information. Next, its coverage gradually expanded to video, encyclopedia, Q & A, music and other categories. At the end of July this year, the function of “searching expressions with expressions” was added … This product change path is very in line with Tencent’s product genes- Run in small steps, iterate with trial and error.

In this upgrade, before we know it, WeChat has already integrated Tencent products such as Zhihu, Sogou, Tencent Video, WeChat Reading, JD.com and so on. The services provided are connected to the user.

Saying that this is WeChat’s ambition may not be appropriate, this is more like a service upgrade that WeChat must respond to when the value of product traffic continues to increase. The idea that is closer to the official demands should be that with the growing number of users, the content and services carried by WeChat are also getting larger and larger. WeChat needs to find a shorter path to achieve high efficiency between traffic and information. match.

The previous public platform was an idea to help brands reduce the interference of third parties and advertisements, and reach users directly.

But for users, tweeting is equivalent toPassive acquisition of information. The public account provides services through the bottom bar and the automatic response of keywords. It is between active and passive, and only the search service is the active acquisition of information. This kind of active search traffic based on personal needs is the most accurate target for content and service providers.

WeChat Souyisou satisfies users’ demands for actively acquiring information, and also helps information providers more effectively match the target audience. And with this small step and fast-running rhythm, the categories and information it covers will likely continue to expand and expand in the future, and even make users develop a habit that is almost “everything can be searched by WeChat” . And this process, no accident will continue to continue the WeChat small-step run style, without the user ’s intentional attention, a little optimization, and slowly contract most of the user ’s information Get demand, and finally reach “search with WeChat” indefinitely.
  Br