Who says no traffic is needed on the B side? Tencent has WeChat; Ali has an Amoy system; Byte sits on the content empire and uses the C-end play as the B-end. The giant To B also has to kill a bloody road.
There is no doubt that the biggest opportunity for the corporate services market this year is in mobile office.
The epidemic that lasted for two months surged the demand for telecommuting, and also made ToB products such as DingDao, WeChat, FeiBook, and Huawei Welink reach a new high. Dingguo has successively announced that since the Spring Festival, there have been more than 200 million office people and 120 million students on the platform; Sensor Tower data also shows that during the epidemic, Feishu had reached a daily maximum download volume of 22,000 in the Apple Store China.
B-side traffic is coming fiercely. Old players are taking advantage of the potential to expand their territory. New players are also trying to get a share.
In mid-February, Baidu announced the opening of its internal collaboration tool “Baidu Hi”. Subsequently, Sohu’s “Little E” and Pinduoduo “Knock” announced their admission one after another; there were also Microsoft Teams, Kingsoft, Evernote, Ke Tianyun and other waist To B products. Jingshan Office COO Zhang Qingyuan spoke directly : I previously suspected that collaborative office is a universal demand, epidemic situation Help us dispel strategic concerns.
The companies wave their swords towards To B, and the giants are staggered in the competition, which is inevitable.
I learned that after a new domestic mobile office manufacturer won a heavy customer, it was blocked by another giant, who called the customer directly and asked the other party to refuse to promote cooperation with the new manufacturer.
Scrapping orders and intercepting customers and traffic, this common method in the C-end (consumer) market is beginning to appear in the once dull B-end (enterprise) market. More significantly, “C2B”, a methodology derived from Tencent in 2018, has gradually become the mainstream of all B-end products.
What is C2B? When Tencent Senior Executive Vice President and President of Cloud and Smart Industry Group Tang Daosheng accepted an interview with 36 , he The strengths that Tencent To B can export are divided into three types: traffic, capacity, and data. Among them, “traffic” has a mature model, such as GuangDianTong and friends circle advertising; “capability” can be open, such as security, car networking and other technical solutions. The so-called C2B methodology is that Tencent combined products, traffic marketing, and data on individual users in the past 20 years into a set of solutions and sold them to corporate customers.
Not just Tencent, AliThere is an Amoy system, Byte sits on a short video empire, and traffic is the foothold of Internet giants hitting C with B.
For corporate customers, traffic means business. Traditional B-side tools are mostly used to improve the internal efficiency of the enterprise, such as financial software UF, Kingdee; Beisen in the field of human resources, sales in the field of sales management, and enjoyment of customers. But what Dingding and WeChat want to do is no longer just a simple collaborative office, but to help companies connect to traffic and operate customers. To put it plainly, it is to make money.
This traffic war has already started in Dingding, corporate WeChat and Feishu. In December of last year, the company’s WeChat announced that it had opened a circle of friends with WeChat. This was interpreted by many as an opportunity for WeChat traffic to be a gold rush. In February this year, the company launched the “circle” function, which opened the private domain traffic pool for the first time in full. March , Feishu launched a number of To C products of “Feishu Documents and Feishu Conference”, and the person in charge also changed to Zhang Nan, the president who once led today’s headline and watermelon video business.
Similar play; fierce traffic contention; increasingly important B-end business … It is foreseeable that the giant B-end business represented by Nail, Enterprise WeChat, and Feishu will launch even more bloody in 2020 Scramble.
Ali Nailing: Master B is going to “out of the circle”, but the porcelain is still hidden behind him
Six years after its birth, Ding Diao has grown from its initial communication tools into a behemoth covering complex business scenarios. At the software level, Ding Nai extends from IM and OA to HR SaaS and intelligent customer service. In 2018, it went beyond software to develop hardware such as time and attendance machines and projectors. Later, Ding Diao moved into vertical fields such as catering, retail, fast-moving consumer goods, and logistics, and launched head office companies such as Xibei Noodle Village and RT-Mart to launch enterprise office management solutions.
This is a “hard-to-hit” To B strategy. The essence is what the company needs and what Nail offers. This kernel makes Nail the earliest Internet giant who realizes To B’s danger.
The individual needs of different companies are filled with disgruntled black holes. Take the time and attendance scene inside the company as an example: In the factory, workers’ fingers are worn out because of the assembly line operations, so they are not suitable for fingerprint punching, and nails are out of the time attendance machine for face recognition. Later, nails find that workers need to wear masks. Goggles affect recognition, and limit algorithms are added to the product to meet such needs.
Ningding has introduced the time attendance hardware.
But this strategy is changing. At the end of February, at the launch of Ali Ding Ding 5.0, the CEO launched a “circle” without a move. Officially, this is the first time that Ding Ding has fully opened the private domain traffic pool.
“Out of the circle” becomes the key word for 2020.
In the newly launched “Circle” feature of DingDing, DingDing has broken the normal process of submitting an organizational structure for users to move in, and has shifted its operating focus from internal to external. For example, a school can manage internal teachers with nails, but by building a circle, teachers can form a community of dispersed students, and then perform operations such as homework approval and classroom live broadcast.
From the management of internal organization to the operation of external traffic, we have taken an important step towards the To C transformation of B-side tools.
Enterprise WeChat frequently impressed corporate customers with private domain traffic last year, making it imperative to defend. What is even more alarming is that Tencent products are aggressive in the C-end scene. In early March, Tencent Documents, which was established less than two years ago, announced that it had broken 120 million monthly active users, and it took more than 3 years for Naked registered users to reach 100 million.
Ningding is lowering the threshold for acquiring users, and the “circle” is a very obvious signal.
During the epidemic, there were 120 million students in Dingdiao’s online class. Although they had a farce that starred at Dingdiao, in order to satisfy this part of the user ’s portrait, Dingdiao ’s circle allowed students to form private Communities, as well as a private circle of friends feature for circle users only, allows students to share the two-dimensional content that only users in the circle can see.
With Out-of-Circle, Dingding is using more direct means to acquire and operate traffic. In 2018, Ding Nai made similar attempts in the retail field, connecting Ding Nai with mobile phone Taobao, allowing shopping guides to interact with customers on Taobao to stimulate activity. Nowadays, Ding Ding uses the “circle” function to extend to all walks of life. For example, there are work and business circles, life and entertainment circles, matchmaker circles, renting circles, hip-hop circles, Taobao shopping cart dating circles, etc.
In addition to the lightening of the operational strategy, what Dingding focused on this year is a more comprehensive To B collaboration system with cloud services.
In June 2019, Alibaba announced the integration of Aegis into the Alibaba Cloud Intelligent Business Group, which also made Alibaba Cloud the first To B system integrating “IaaS + SaaS” products. According to 36 氪, it is learned that although the products and marketing teams of Alibaba Cloud and Dingdiao have not been merged, they have currently carried out joint billing in the market expansion stage.
To B Ecology is a field that requires long-term cultivation. Even if the functions are complex, it cannot meet all user needs on its own.
Within a single nailA ministry official told 36 氪 that decentralized To C products can indeed gather traffic quickly, but the real long-term strategy lies in how to serve enterprises, such as synergizing with the interests of ISVs (third-party developers); and borrowing from the ground service team. Power is an indispensable part of a To B product, and it is also one of the neglected strengths.
Tencent-Enterprise WeChat: Help customers manage private domain traffic, but how to stick to “Do Not Disturb Users”?
How much influence can the C-end traffic have on the B-end tools? Enterprise WeChat has become the most worthwhile sample, none of them.
Before 2019, there was an embarrassing period for corporate WeChat-externally, regardless of the number of users or word of mouth, corporate WeChat appeared to be quite satisfactory; internally, corporate WeChat was scattered outside Tencent To B’s backbone “Tencent Cloud”. It is only the second-level department under the WeChat business group, and its opponent is the nail-biting of “there is no ceiling in the market budget” within Ali.
Until 2019, the voice of corporate WeChat and WeChat communication came out, which was considered by the industry as the last gold mining opportunity for WeChat private domain traffic. In December 2019, Enterprise WeChat announced that we can directly add WeChat friends and realize interoperability with WeChat friends. “As soon as this function came out, the industry exploded.” An enterprise WeChat service provider excitedly told 36 36 at the time.
Although it is still under beta, from the existing customer cases, wechat has gained a clearer positioning under the blessing of WeChat. 36 氪 I got an enterprise WeChat operation plan: Take Watsons as an example, from the QR code diversion in offline scenes, to adding customer friends to issue coupons, to the daily interaction of the circle of friends, and finally achieve sales through a small program e-commerce , Enterprise WeChat ran through a set of ways to reach the C-end to promote sales at the C-end.
In an interview with 36 氪, Huang Tieming, the vice president of Tencent’s WeChat business group and the head of the company’s WeChat, kept emphasizing: “To make To B products, we focus on the logic to make gains for the company.”
In simple terms, business owners use corporate WeChat to better operate traffic to improve transaction efficiency. To put it bluntly, it is to help companies make money.
But yes