Still have to see if the user buys it or not
Editor’s note: This article comes from the WeChat public account “Xiao program observation” (ID: yinghoo- tech) , author: Miss bean professor.
In the past two days, Dingguo and WeChat of the enterprise secretly competed, and released two tricks within 24 hours.
Let ’s take a look at Dingguo first. We launched a live broadcast conference and released version 5.0. This new upgrade for the fifth anniversary of the launch includes online office, circles, and only customer-managed products.
The most interesting feature is the circle function, which has the same name as the “circle” function that WeChat launched last year, but is different from WeChat’s interest-based division. The “nail nail circle” is divided into internal circles, online education circles, business communication circles, Four modes of community operation. As you can see from the naming, today’s booming online education and private domain traffic are targeted by this “nail nail circle.”
During the press conference, Dingding CEO Chen Hang mentioned the “online teaching circle”. The main feature of the circle is to facilitate teachers to “multi-group live broadcast” to carry out teaching work efficiently.
Through the “online teaching circle”, using the multi-group live broadcast, group assistants and assignment assignment functions of online courses, corporate and institutional lecturers can create one-stop online classrooms, send notifications, broadcast classes, and arrange assignments.
Coincidentally, almost on the same day, yinghoo-tech found that WeChat and enterprise WeChat appeared to jointly promote a new feature, “Class Live Broadcasting”, for a limited time.
As shown in the figure, some WeChat groups have a “Class Live” button in the “+” button function. After the user clicks, they will jump to the identity verification page to verify the parent or teacher. It is worth noting that , The authentication service is provided by the enterprise WeChat.
AuthenticationAs a teacher’s user, you can then start a live broadcast on the WeChat group for teaching.
At present, this function has not been officially launched. Not all WeChat groups have a limited time promotion of this function. Judging from the situation of yinghoo-tech, most of the groups with this function have a feature That is, there are user micro-signals and corporate micro-signals in the group. What exactly is the promotion strategy for this feature is unknown at this time.
Compared to Wechat’s “elusive”, the purpose of Dingding is obviously much more: to create private domain traffic with circles. In fact, this is not the first time that you have explored the social field, but you have not achieved an excellent “war result”. If you want to restart “social” by circles, what will happen?
WeChat circles are community tools, nail circles are community tools
This time, through the circle, nail nail and private domain traffic hooked, which also makes nail office this office platform, add a bit of social attributes.
Actually, the idea of ”WeChat Circle” as a WeChat community tool “coincides”. Since the launch of “WeChat Circle”, it has attracted “special attention” from enterprises. Because it is a content social platform through a decentralized model, merchants can output brand value in a softer and more implicit way, pulling Renew and operate your own core users, and ultimately achieve conversion.
In terms of product form, the two circles are also similar. Both are short content communities with pictures and videos as the main form. Compared with the quick swipe in group chat, the community form is more conducive to valuable content. Settle down.
However, although the private domain traffic is established through content sharing, there are still big differences between “WeChat circles” and “Dingding circles” in terms of crowd targeting and gameplay.
-
Entry is different. The “WeChat Circle” entrance is “hidden” in WeChat search; and the nail circle function is located in the secondary entrance on the “Discover” page. Circles that have been associated with the community, users can also enter the circle from the community . In contrast, the “WeChat circle” has a deeper entrance;
-
Different populations. “WeChat circles” are applicable to all WeChat users. Circle owners create circles based on their interests and invite friends with the same preferences to join. “Ding nail circles” are built around the enterprise. In the current four models, the enterprise internal circle allows only enterprises Internal users join, the online teaching circle is the main education group, and homework and learning activities can be arranged in the circle; the business communication circle is the industry communication circle, and companies can invite channel dealers, merchants, and upstream and downstream partners to join to facilitate business collaboration Wait.
-
The gameplay is different. The “WeChat Circle” and the public account are seamlessly connected. The “WeChat Circle” can be used to precipitate the fans of the public account, and it can also feed back the public account to attract more new fans. The second is to connect with the applet. “WeChat Circle” can deeply connect the merchant’s applet shops, and users can realize “see now and buy” while browsing the content. This is another feature of establishing private domain traffic. .
Different from the idea of ”WeChat circles”, Dingding is a seamless connection between circles and communities. Once a community is connected to a circle, the circle can be used as a management tool for the community. In addition, the content of the circle can also form a message notification to the group, timely notification to community members, and achieve efficient reach.
-
User precipitation is different. “WeChat Circle” is to deposit fans of the public account into the circle. For the majority of public account operators, the current problem is how to improve the stickiness, activeness and loyalty of fans, while circles can further precipitate fans and create benign interests, topics, and products within the circle. The discussion atmosphere, operators can communicate with fans “face-to-face”, thereby improving fan stickiness.
“Ningding circles” is used to precipitate users in the community. Although group chat can quickly connect users, it is not very timely because it is not conducive to the precipitation of users and content. For example, the group owner releases a message, and can quickly swipe the screen within minutes, so that the latecomers “miss” the message. And the precipitation of community users into the circle can be achieved from the precipitation of content to the precipitation of users, which is of great significance for enterprises to establish private domain traffic.
For example, teachers can share extracurricular resources for learning in the circle, students share and exchange in the circle, and share their learning experience in the form of short content in the circle, compared to the community, the circle is easier to create learning Atmosphere. Therefore, many people consider it to be launched specifically for the field of education.
The battle for educational resources is about to start. Who is fighting?
Interestingly, whether it ’s the circle launched by Ding Nao or the “Live Lesson” for the teacher in the WeChat group ’s online launch, they are pointing directly at the field of online education. With the introduction of a new round of capabilities, both parties ’ The battle for educational resources has also begun.
Super apps have been thrown into the “teaching” scene, which was expected.
On the one hand, in the context of the epidemic, all offline teaching activities are closed and transferred to online. Both schools and teaching institutions urgently need reliable online teaching tools to ensure daily work, and involve teachers, Parents and students have a large user base, and there is an opportunity when there is a need. On the other hand, due to the special nature of the teaching relationship, while the three-party users are highly sticky, the teacher has certain mandatory constraints on parents and parents to students. Being able to attract teachers will naturally drive parents and students to achieve efficient growth in the “One Belt and More” area.
So whether it is Dingding or WeChat, we are providing teachers with teaching tools as much as possible to help teachers complete their work efficiently and use teachers to drive parents and students’ resources. However, due to the different attributes of Dingding and WeChat, there are also slight differences in the playing methods:
-
Use the B end to pry the C end. For a long time, Nailing as a corporate tool is targeted at B-end users, and through education scenarios, it can effectively pass through B-side users such as schools and training institutions to leverage C-side users such as parents and students to download and use Nailing. Teaching process is continuousIt can be used for a long time and can effectively cultivate users’ habits.
-
The WeChat group’s “Class Live Broadcast” is to drive B-end through a large number of C-end users. All roles of teachers, parents, and students may exist in WeChat. Through the WeChat group + class live broadcast, the teaching can be completed at the lowest cost, and the steps of downloading the app and getting familiar with the operation are eliminated, but it is not sufficient. The point is that the corresponding teaching tools other than group live broadcast are not perfect.
In fact, it ’s obviously not enough to provide teaching tools just to grab the big cake of “online education”. Although you have to teach online because of the epidemic, the anxiety and worry about this have never stopped .
-
For students, the efficiency and interactivity of listening to online lessons is far from the offline effect, and their vision will also be affected if they face the computer for a long time. The Education Bureau has stated publicly that it does not support students’ long-term online learning;
-
For teachers, the basic teaching processes such as the online course preparation process, the use of tools, classroom assignments, and examinations are more responsible than offline, failing to get timely teaching feedback and reducing the quality of teaching;
-
For parents, urging students to learn has increased from 2 hours a day to 10 hours a day. Time and energy are a big challenge. After the epidemic is over, parents need to resume work. Going to school will only make parents lonely.
As far as the current situation is concerned, online education may be a “good meal”, but whether it can continue after the epidemic is still unknown. For Dingding and WeChat, it is difficult to solve the “difficult to interact” and “difficult” online education “Feedback” and other core issues, I am afraid it is difficult to escape the end of “people go to tea and cool.”
Entry is different. The “WeChat Circle” entrance is “hidden” in WeChat search; and the nail circle function is located in the secondary entrance on the “Discover” page. Circles that have been associated with the community, users can also enter the circle from the community . In contrast, the “WeChat circle” has a deeper entrance;
Different populations. “WeChat circles” are applicable to all WeChat users. Circle owners create circles based on their interests and invite friends with the same preferences to join. “Ding nail circles” are built around the enterprise. In the current four models, the enterprise internal circle allows only enterprises Internal users join, the online teaching circle is the main education group, and homework and learning activities can be arranged in the circle; the business communication circle is the industry communication circle, and companies can invite channel dealers, merchants, and upstream and downstream partners to join to facilitate business collaboration Wait.
The gameplay is different. The “WeChat Circle” and the public account are seamlessly connected. The “WeChat Circle” can be used to precipitate the fans of the public account, and it can also feed back the public account to attract more new fans. The second is to connect with the applet. “WeChat Circle” can deeply connect the merchant’s applet shops, and users can realize “see now and buy” while browsing the content. This is another feature of establishing private domain traffic. .
Different from the idea of ”WeChat circles”, Dingding is a seamless connection between circles and communities. Once a community is connected to a circle, the circle can be used as a management tool for the community. In addition, the content of the circle can also form a message notification to the group, timely notification to community members, and achieve efficient reach.
User precipitation is different. “WeChat Circle” is to deposit fans of the public account into the circle. For the majority of public account operators, the current problem is how to improve the stickiness, activeness and loyalty of fans, while circles can further precipitate fans and create benign interests, topics, and products within the circle. The discussion atmosphere, operators can communicate with fans “face-to-face”, thereby improving fan stickiness.
“Ningding circles” is used to precipitate users in the community. Although group chat can quickly connect users, it is not very timely because it is not conducive to the precipitation of users and content. For example, the group owner releases a message, and can quickly swipe the screen within minutes, so that the latecomers “miss” the message. And the precipitation of community users into the circle can be achieved from the precipitation of content to the precipitation of users, which is of great significance for enterprises to establish private domain traffic.
For example, teachers can share extracurricular resources for learning in the circle, students share and exchange in the circle, and share their learning experience in the form of short content in the circle, compared to the community, the circle is easier to create learning Atmosphere. Therefore, many people consider it to be launched specifically for the field of education.
The battle for educational resources is about to start. Who is fighting?
Interestingly, whether it ’s the circle launched by Ding Nao or the “Live Lesson” for the teacher in the WeChat group ’s online launch, they are pointing directly at the field of online education. With the introduction of a new round of capabilities, both parties ’ The battle for educational resources has also begun.
Super apps have been thrown into the “teaching” scene, which was expected.
On the one hand, in the context of the epidemic, all offline teaching activities are closed and transferred to online. Both schools and teaching institutions urgently need reliable online teaching tools to ensure daily work, and involve teachers, Parents and students have a large user base, and there is an opportunity when there is a need. On the other hand, due to the special nature of the teaching relationship, while the three-party users are highly sticky, the teacher has certain mandatory constraints on parents and parents to students. Being able to attract teachers will naturally drive parents and students to achieve efficient growth in the “One Belt and More” area.
So whether it is Dingding or WeChat, we are providing teachers with teaching tools as much as possible to help teachers complete their work efficiently and use teachers to drive parents and students’ resources. However, due to the different attributes of Dingding and WeChat, there are also slight differences in the playing methods:
-
Use the B end to pry the C end. For a long time, Nailing as a corporate tool is targeted at B-end users, and through education scenarios, it can effectively pass through B-side users such as schools and training institutions to leverage C-side users such as parents and students to download and use Nailing. Teaching process is continuousIt can be used for a long time and can effectively cultivate users’ habits.
-
The WeChat group’s “Class Live Broadcast” is to drive B-end through a large number of C-end users. All roles of teachers, parents, and students may exist in WeChat. Through the WeChat group + class live broadcast, the teaching can be completed at the lowest cost, and the steps of downloading the app and getting familiar with the operation are eliminated, but it is not sufficient. The point is that the corresponding teaching tools other than group live broadcast are not perfect.
In fact, it ’s obviously not enough to provide teaching tools just to grab the big cake of “online education”. Although you have to teach online because of the epidemic, the anxiety and worry about this have never stopped .
-
For students, the efficiency and interactivity of listening to online lessons is far from the offline effect, and their vision will also be affected if they face the computer for a long time. The Education Bureau has stated publicly that it does not support students’ long-term online learning;
-
For teachers, the basic teaching processes such as the online course preparation process, the use of tools, classroom assignments, and examinations are more responsible than offline, failing to get timely teaching feedback and reducing the quality of teaching;
-
For parents, urging students to learn has increased from 2 hours a day to 10 hours a day. Time and energy are a big challenge. After the epidemic is over, parents need to resume work. Going to school will only make parents lonely.
As far as the current situation is concerned, online education may be a “good meal”, but whether it can continue after the epidemic is still unknown. For Dingding and WeChat, it is difficult to solve the “difficult to interact” and “difficult” online education “Feedback” and other core issues, I am afraid it is difficult to escape the end of “people go to tea and cool.”
Use the B end to pry the C end. For a long time, Nailing as a corporate tool is targeted at B-end users, and through education scenarios, it can effectively pass through B-side users such as schools and training institutions to leverage C-side users such as parents and students to download and use Nailing. Teaching process is continuousIt can be used for a long time and can effectively cultivate users’ habits.
The WeChat group’s “Class Live Broadcast” is to drive B-end through a large number of C-end users. All roles of teachers, parents, and students may exist in WeChat. Through the WeChat group + class live broadcast, the teaching can be completed at the lowest cost, and the steps of downloading the app and getting familiar with the operation are eliminated, but it is not sufficient. The point is that the corresponding teaching tools other than group live broadcast are not perfect.
In fact, it ’s obviously not enough to provide teaching tools just to grab the big cake of “online education”. Although you have to teach online because of the epidemic, the anxiety and worry about this have never stopped .
-
For students, the efficiency and interactivity of listening to online lessons is far from the offline effect, and their vision will also be affected if they face the computer for a long time. The Education Bureau has stated publicly that it does not support students’ long-term online learning;
-
For teachers, the basic teaching processes such as the online course preparation process, the use of tools, classroom assignments, and examinations are more responsible than offline, failing to get timely teaching feedback and reducing the quality of teaching;
-
For parents, urging students to learn has increased from 2 hours a day to 10 hours a day. Time and energy are a big challenge. After the epidemic is over, parents need to resume work. Going to school will only make parents lonely.
As far as the current situation is concerned, online education may be a “good meal”, but whether it can continue after the epidemic is still unknown. For Dingding and WeChat, it is difficult to solve the “difficult to interact” and “difficult” online education “Feedback” and other core issues, I am afraid it is difficult to escape the end of “people go to tea and cool.”