2021 is something to look forward to for everyone.
We hope that this year the epidemic will disappear
We look forward to the continued high growth of China's economy this year
We look forward to the faster progress of enterprise digitization this year
We look forward to a year with new traffic depressions and a more efficient approach to growth
we hope……
Today, I will share with you our thoughts on 2021, about corporate WeChat, about private domain traffic, and about growth.
1. Enterprise WeChat
In the past year, in the WeChat ecosystem, in addition to the video account that makes us feel the vitality of the ecology, what makes us most ecstatic is the continuous iteration and opening of enterprise WeChat.
I remember that throughout the first half of 2020 my personal state was extremely restless and unable to sleep. Because after the release of version 3.0 of Enterprise WeChat, it has released too many interconnected capabilities. We clearly know that this capability will bring earth-shaking changes, but it is not clear what kind of attitude and what kind of applications will subvert the original flow play.
We have seen many brand owners quickly enter the corporate WeChat, copying the private domain traffic matrix on the WeChat at an extremely fast speed. I also see that many entrepreneurs are afraid to invest all, dare not bet on WeChat, and are afraid that the input and output will not be proportional.
We mentioned earlier that there are two reasons why companies are afraid to completely All in corporate WeChat:
First, the private domain traffic pool based on WeChat’s painstaking operation cannot be smoothly migrated to enterprise WeChat, and the secondary value mining of existing users can be carried out.
Second, the function of enterprise WeChat is not enough to establish a company's determination to bet on enterprise WeChat for marketing and customer acquisition, so as to realize the replicable style of incremental users.
Looking back at the development of enterprise WeChat this year, the above two concerns have been broken. The capabilities released in the iterative process again and again, and the changing trends of the industry round after round, make us enough to be sure that the time for the brand All in Enterprise WeChat is ripe.
1. Rapid iteration of enterprise WeChat
Enterprise WeChat should be the Internet tool with the largest user growth in 2020. Enterprises have already connected more than 400 million users through Enterprise WeChat.
The number of real companies and organizations on Enterprise WeChat exceeds 5.5 million, and the number of active users exceeds 130 million. In the past 366 days, 27 iterations have been completed, and nearly 1128 features have been released
Especially on December 23, 2020, the second press conference of Enterprise WeChat, in order to help enterprises settle and serve customers more efficiently, Enterprise WeChat has upgraded the interoperability capabilities.
500 customer group: Enterprise WeChat has comprehensively increased the upper limit of the customer group, from the original 200 customer group to 500 customer group.
Within the customer group, community management functions such as customer group anti-harassment, anti-advertising, and removal of group chats can be comprehensively used to better maintain customer resources and improve service efficiency.
The red envelope function supports 1-to-1 private red envelopes, and 1-to-many red envelopes within customer groups, providing the best solution for improving customer activity and retention.
there are more……
This god-like iteration speed makes us clearly feel the determination of enterprise WeChat to outperform. The most common thing that happened in the past year is that we have just researched a new function and gameplay of enterprise WeChat, and immediately released an updated function. The combination of the new function and the updated function has made us extremely excited.
2. Enterprise WeChat is the best tool for private domain operation
On the one hand, judging from the functional iteration of Enterprise WeChat and the release of related open capabilities over the past year, Enterprise country email list WeChat has gradually become the underlying tool for operating private domain customers.
On the other hand, the operation difficulty of the original private domain carrier is gradually increasing. For example, the opening rate of official accounts is getting lower and lower, the drop rate is increasing, the retention of small programs is difficult, the opening rate is low, and the interaction is poor.
The customer contact ability of enterprise WeChat aggregates the multi-dimensional operation capabilities such as the quick service ability of personal WeChat 1-to-1 private chat communication, the community batch operation management ability, and the service account group content push ability.
The most critical core point is: using corporate WeChat to operate private domain customers, customer assets are owned by the company and will not become the personal assets of employees.
Through the resignation inheritance function, customers run by employees can be withdrawn at any time. It is also possible to recover and redistribute the assets of employees and customers who do not care about operating and serving customers through the on-the-job inheritance function. Customer assets are online in real time and can be managed in real time.
Therefore, enterprise WeChat will gradually become an essential tool for private domain operations, and it is also the most important tool.
3. Enterprise WeChat is one of the digital infrastructures
In 2020, due to the epidemic, the process of digitalization of domestic enterprises has been accelerated. Everyone has found that the integration of online and offline service methods has become particularly important, and this integration has gradually made service capabilities the core competitiveness of enterprises.
Since the launch of enterprise WeChat, it has continued to do internal office capabilities, but it still lags far behind Dingding. To help enterprises digitize, let Tencent realize that it is far from enough to only do the internal half of the office. Enterprise WeChat must rely on the WeChat ecosystem to reach 1.2 billion WeChat users and release the ability of enterprises to link WeChat users.
It directly connects the relatively complete digital marketing infrastructure built with various capabilities such as official accounts, mini programs, WeChat payment, and video accounts, making it possible for enterprises to digitally transform based on the WeChat ecosystem.
We all know that the core of private domain operations is refined operations, and the support point of refined operations is digitization. In the future, it is difficult to have digital enterprises that are not based on the WeChat ecosystem, but as long as you want to release the existing digital business value of WeChat ecology, it is a must to make good use of enterprise WeChat to manage customer assets.
Enterprise WeChat helps enterprises connect employees internally and customers externally. It is one of the necessary infrastructures in the process of enterprise digitalization.