Abstract On April 26th, Alibaba's nails held a 2016 spring strategy conference in Hangzhou, announcing that it will be fully upgraded in terms of synergy, communication and security. At the same time, the promotion of nails has begun to increase. Previously nailed will also serve ads...
On April 26th, Alibaba's nails held a 2016 spring strategy conference in Hangzhou, announcing that it will be fully upgraded in terms of synergy, communication and security. At the same time, the promotion of nails has begun to increase. Previously, the nails were also placed in Shenzhen, where Tencent’s headquarters was located.
Nail - Ali's social dream
After the failure of social products such as Taojiang Lake, Wangxin, Lakeside, and other social products, Ali seems to find a way on the nail.
The founder Chen Hang said at the press conference that there are currently 1.5 million corporate organizations. This means that since the beginning of 2016, Ali has nailed more than 200,000 new corporate organizations every month, which is quite a feeling of enthusiasm.
“We have been thinking about the past year. The efficiency of work business scenarios should be linked to human nature. People-oriented products are truly effective tools. Focusing on people-oriented, we will further upgrade our products, and Chinese companies can make it easier in the future.†More efficient, more humane, and safer way of working." Chen Hang said.
As everyone knows, in the social field, the contradiction between Ali and Tencent has been around for a long time. Before the nailing, Ali had hoped to fight against WeChat, and Ali's executives personally went forward to promote the exchange, claiming to win 30% market share. However, it was difficult to shake the dominance of WeChat at the time, and finally ended in vain. Therefore, the nails that have always been gone, at the beginning of the establishment, the group including Ma Yun is almost not optimistic about this business.
However, after the opening of the platform on August 31, 2015, Ali gave a surprise. It is understood that in less than a year, nails have provided customized services for more than 100,000 companies in 60 industries. As a result, Ali made a big effort to start the effort, and the promotion budget of 100 million yuan was credited. In April of this year, the nail was put into the door of Tencent's home - Shenzhen subway station.
Enterprise WeChat confrontation nail
Apparently, Ali’s roaring drums caused Tencent’s vigilance. At the 2016 China IT Leaders Summit, Tencent CEO Ma Huateng once said: "The enterprise-level market is slow-working, not to say that the consumer market is so fast, but it will take a decade or eight to do it." But the voice just fell, Tencent has quietly launched the WeChat Enterprise Edition in April this year.
This is precisely because of the pain point of nail cutting, it is just that WeChat is difficult to solve itself - this is the pain that WeChat interferes with work. During the work, when users use WeChat to deliver files and send messages, they will also unconsciously brush the circle of friends, which affects the work efficiency to a certain extent. Studing focuses on bringing the user's focus back to work.
In the eyes of nails, this can help Chinese companies achieve high efficiency. As for the new upgrade, Chen Hang said that he would provide more services from the perspective of humanity. For example, even in a network-free environment such as a unit parking lot, it is possible to punch a card or the like. In addition, in addition to providing leave, reimbursement, travel, outing, requisition and general six approval scenarios, the nail also provides a custom approval form to meet the complex approval requirements of different companies. According to Chen Hang, the current custom approval form has exceeded 470,000.
The rapid introduction of WeChat Enterprise Edition is first of all a card competitor; secondly, it wants to take a share in the enterprise office market.
The data shows that there are more than 40 million companies in China, and this market has not been valued. The past enterprise software did not provide a good service experience. Therefore, everyone has targeted this business opportunity and wants to be the pig standing on the wind.
How many puzzles are there?
When the enterprise-level office market is completely sizzled, the development of each software application itself cannot be ignored.
For nails, the target is WeChat, but its ultimate goal is still the social market. Therefore, whether it is free phone or media communication, let more users like to nail, rather than see it as a cold office tool, is its basic tonality. This is more of a C2C style of play, hoping to influence the B side by the C side. This strategy can be seen in the promotion of nailing. Since the second half of last year, nails have been issued red envelopes, Uber taxi tickets, various Tmall supermarket store coupons, Tmall supermarket fresh coupons, word of mouth takeaway red packets, shrimp music VIP privileges, Alibaba Cloud server 50% discount coupons, etc. .
These obvious actions for C-end users will also cause observers to worry about whether they will sway between life and mobile office during the development process, resulting in the loss of the city in the mobile office field.
On the other hand, before the nail, WeChat has launched the WeChat enterprise number. Officials show that the Agricultural Bank, Midea Group, and Public Commentary all use the WeChat Enterprise feature. But this piece has been done tepid, the reason is very simple, WeChat is a life-like application after all, the factors of joining too many offices will obviously affect the experience.
Nowadays, the emergence of Enterprise WeChat is equivalent to the independent WeChat enterprise number into APP. Moreover, once Enterprise WeChat is bigger, it will inevitably divert the use of WeChat and reduce the activity of WeChat. It is important to know that WeChat's high activity, long-term and deep user precipitation are the core elements of its imagination and high valuation, and even the prospect of commercialization.
In addition to the WeChat enterprise number, Tencent has previously launched Tencent RTX and Enterprise QQ, which are dedicated to enterprise users' products and services. In the past, the code of QQ and WeChat love each other is still vivid. Now, from Tencent RTX, enterprise QQ, to WeChat enterprise number, to enterprise WeChat, how will Tencent solve internal competition and external competition?
Third-party concerns
Some insiders believe that although these C-end enterprises have clear insights into the needs of the public, they are not omnipotent. The grasp of some enterprise service functions and enterprise needs is not so good. On the contrary, some applications that have been doing business in the enterprise market have opportunities. For example, Kingdee has the ability to develop and operate ERP software, and it is not a long time that Tencent and Ali spend a lot of money. There is even a saying that if the company WeChat needs to find an allied force in the market, Kingdee is the best choice and can be overwhelmingly hit.
But in the eyes of Ali and Tencent, these don't seem to be the key. First occupying the market and then considering the profit model, the big guys seem to have opened another round of nautical adventures. (Wu Wenting, China Business News reporter)
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