“For a long time, we have withstood the pressure from many levels such as business and are very, very cautious in this (disturbing users).” When asked by the reporter about the current commercialization progress of enterprise wechat, Li Zhifeng, vice president of Tencent enterprise wechat and head of ecological cooperation, said.
After opening wechat and opening the flow pool valve in 2018, enterprise wechat further accelerated internal collaboration. Not long ago, the enterprise wechat, together with Tencent documents and Tencent Conference team, announced that the integration of the three products has been opened up and a new set of efficient collaboration functions has been jointly launched on the enterprise wechat.
With the continuous emergence of the needs of enterprise customers, Li Zhifeng said that enterprise wechat is constantly adjusting the balance point in the middle and biased bit by bit. However, “this does not immediately say whether enterprise wechat has begun to tilt towards commercialization. I think it is more an adaptation to the needs of enterprise customers.”
Gradually incline to enterprise customers in the balance, and slowly infiltrate the commercialization dynamics under the principle of “don\’t disturb”. Behind the change of enterprise wechat is the increasingly white hot competition situation of collaborative office industry in the wave of digital transformation. Previously, Zhang Jianfeng, President of Alibaba cloud intelligence, said in an internal letter: “in the next decade, the greatest certainty is the popularization of digital technology, and the whole social economy and life will be fully digitized.” Based on this, nailing, which occupies the first mover advantage, continues to expand its territory, enterprise wechat gradually relaxes its commercial restraint, gathers flying books of Internet start-ups by virtue of product experience, and continues to upgrade and innovate Huawei welink, Jinshan document and graphite document.
At present, the industry’s head advantage temporarily stays in nailing, but behind it, enterprises’ wechat, flying books and other products rush to catch up, and the enterprise service track that has not been fully excavated does not follow the 28 law. Under the wave of enterprise digitization, cat and mouse games in the field of collaborative office may play a new competition point.
multi legged confrontation
At the enterprise wechat conference, Huang Tieming, vice president of Tencent wechat business group and head of enterprise wechat, announced the latest achievements – the number of real enterprises and organizations on enterprise wechat exceeded 10 million, the number of monthly active users exceeded 180 million, and the number of active users connected to wechat exceeded 500 million. The enterprise wechat team disclosed that every hour, 1.15 million enterprise employees conduct 140 million service interactions with users on wechat through enterprise wechat.
In comparison, in mid October 2021, nailing announced that the number of users had exceeded 500 million. In November 2021, Feishu officially released the new version 5.0. At that time, Xie Xin, CEO of Feishu, told the first financial reporter that Feishu had grown very well in the past year, but the daily life and other data are partial to the measurement indicators of C-end industry and are not suitable for b-end products.
According to the data of Analysys Qianfan, in November 2021, the number of monthly active users of nailing was 156 million, the number of monthly active users of enterprise wechat was 720 million, and the number of flying books was 703800.
A senior executive of a start-up company who has used all three kinds of software told the first financial reporter that there are redundancy problems in some functions of nailing, but it entered the market first and precipitated a large amount of data. If there is no special reason, it is not necessary to replace it; Flying book has the best consistency and ease of use, but too much emphasis on OKR makes it feel invaded by corporate culture; Compared with the similar cost of nailing and flying book, the starting cost of enterprise wechat is lower based on the huge traffic pool of wechat.
Lu Qingwei, vice president of Tencent enterprise wechat and head of industry expansion, shared a customer case that he consulted an automobile manufacturer about the reasons for choosing enterprise wechat in the past. The other party said that the cost of online office software training is high. The enterprise has 70000 employees, and the training cost for each person is 70 yuan per hour. Enterprise wechat continues the experience consistent with wechat, regardless of large and small enterprises Employees with high or low education level and whether they have access to computers can use enterprise wechat like using wechat, which can save the company 4.9 million in an hour. Therefore, in Lu Qingwei’s view, the need for no special employee training is one of the important reasons why many enterprises choose enterprise wechat.
Another reason, Lu Qingwei said, is that the ability of enterprise wechat to communicate with wechat can enable enterprise customers to contact consumers and help customers bring business growth. At present, the total number of all service providers of enterprise wechat has reached 120000, including more than 4000 excellent service providers. Ecological capacity can cover 97 industries, with 1232 unique interfaces related to connecting wechat and 1900 third-party interfaces.
However, in the to B industry, the first mover advantage is the most insurmountable mountain. Many business people told the first finance reporter that the cost of replacing collaborative office software is too high. If there is no special reason, there is no need to replace it. Therefore, although the enterprise wechat has a huge traffic advantage, it has lagged behind for many years. In the process of catching up, the number of customers, landing industry Core indicators such as the number of active users are still hard to match.
For this gap, Li Zhifeng said that the digital transformation of the whole enterprise must not be the digitization of a single small individual. It must be the state that the whole real architecture network is running. But in the end, who can really connect the enterprise and connect the b-end to C-end? Li Zhifeng believes that there is a great opportunity for enterprise wechat here.
On November 17, 2021, the flying book of byte beat Group officially released the new version 5.0, including the comprehensive upgrade of brand logo and visual experience, as well as new products such as flying Book personnel, flying book contract and flying Book approval. In the same month, Feishu put its first advertisement on the airport since its establishment, and the effect was good. Xie Xin did not disclose the specific considerations behind the launch, but the increasingly white competition in the industry may be one of the reasons.
In addition to the leading enterprises, the collaborative office industry has upgraded one after another under the wave of enterprise digital transformation. Last December, Beijing Kingsoft Office Software Inc(688111) released Jinshan digital office platform to create an enabling solution covering content creation and management, collaborative office and business digitization, which can support large and super large organizations including the government, state-owned enterprises, central enterprises and large-scale private enterprises to establish an exclusive digital office platform. Jiang Zhiqiang, senior vice president of Beijing Kingsoft Office Software Inc(688111) , said, “to exaggerate, overnight, many enterprises changed their original information offices to digital ones.”
In the same month, graphite document launched the enterprise class cloud office created by enterprises and organizations – Graphite office. Wu Jie, founder and CEO of graphite document, told China business news that graphite is gradually promoting the landing of customers in various industries, such as focusing on Internet online education in 2019, intelligent manufacturing, innovative manufacturing and real estate in 2020, and financial industry, central enterprises and government agencies in 2021
respective advantages
In the same track, it is difficult to surpass by relying on a straight line. In the pattern of multi legged confrontation, each family tries to open up a path according to the advantages of corners.
Xiaomi group ranks among the enterprise level cooperative customers displayed by enterprise wechat. But interestingly, Lei Jun, founder of Xiaomi group, has repeatedly served as a platform for Feishu, saying that “the more you use it, the easier it will be.” Xiaomi has chosen Feishu for some time. Feishu is very concise and efficient in information creation, sharing and collaborative office work, and it is indeed getting easier and easier.
”Huang Wang, CEO of Xiaomi enterprise huami, also praised the flying book experience and publicly said in the circle of friends that “I wish I could write code for flying”.
It is understood that taking Xiaomi as an example, the internal channel of the enterprise is mainly flying books, and the external channel dominated by retail stores is mainly enterprise wechat. Industry insiders told the first financial reporter that enterprise wechat has great advantages. In addition to the accumulation of wechat traffic, it has also changed the upper limit of the number of people to facilitate the business development of sales-oriented enterprise customers.
Built on wechat, “connection” has long become the essence of enterprise wechat. Zhang Xiaolong once said, “only when the enterprise wechat extends to the outside of the enterprise, it will produce greater value.” This time, Huang Tieming announced that the number of real enterprises and organizations on enterprise wechat exceeded 10 million. After that, the wechat customer service capability, upstream and downstream connectivity of enterprises, and the integration of Tencent documents, Tencent conferences and enterprise wechat launched by enterprise wechat will further strengthen the connectivity of enterprise wechat in terms of efficiency and cooperation.
Taking offline sales stores as an example, the enterprise wechat fully connects with the wechat video number, and the enterprise’s video number live broadcasting room will be equipped with a shopping guide entrance, which consumers can access with one click. Previously, the “industrial interconnection” function launched by enterprise wechat can add all upstream and downstream suppliers and dealers to the address book. Through the classification and hierarchical management of the address book, the communication link between upstream and downstream enterprises is shortened to the mobile phone screen.
For nailing, ye Jun, President of nailing, said that nailing is a more “heavy” existence than enterprise wechat and flying books. “We must be heavier than them. What is our solution? Because we entered the industry early, this is our advantage. Because we” re “early, I built this ecology, and I obtained more auxiliary support of ecological resources. Although I am heavy, these enterprises are not our service, but they are all ecological service providers.” Ye Jun said.
In order to promote its products to more enterprises, nailing has a number of regional teams across the country, in-depth education, Internet, manufacturing, medical treatment, government affairs, catering and other industries, and divides enterprises into large and medium-sized, medium-sized and small and medium-sized enterprises. Ye Jun said that if to B enterprise is too light, it is easy to be replaced. It can\’t only do very simple chat function. The company has been grasping the middle degree. “We usually serve dozens of large enterprises alone. On average, I have to run at least one enterprise a week. Because to B is heavy, it is difficult to know what he needs without going to the site.”
For Feishu, Xie Xin said that what is different from peers in the market is that peers aim at the needs of the market. At the beginning, Feishu should start from itself to meet the internal needs of the company. However, the team is not sure whether Feishu can meet the needs of customers, especially for companies with large differences in business formats, so it has been in the process of testing.
Since this year, the customer range of Feishu has expanded from customers in the Internet, science and technology, entertainment and other industries at the initial stage to Weilai, ideal and Xiaopeng of new energy vehicles; New consumption vitality forest, culture and friends; Then to rongchuang China and Xuhui group of real estate; Wanda film and Television Group in the field of culture and media has obtained app; Advanced manufacturing Anker Innovations Technology Co.Ltd(300866) , horizon, etc.
When it comes to competition, Fang Yongxin, a partner of Alibaba and head of nailing education line, said in an interview, “nailing’s efficiency has been verified. We are fighting against habits. In my heart, I hope to use nailing for work and study and wechat for life. That’s a human space.” Fang Yongxin said WeChat’s social field was unshaken, but the trembling sound came out and the tiktok was also up. This just shows that the space is large enough, and there are too many different kinds of enterprises to come in.
ecological contest
Although a hundred schools of thought contend in the field of office collaboration, it is undeniable that the nail built on Alibaba cloud and the enterprise wechat built on Tencent cloud are the most competitive players at present, and have developed to the level of competition ecology.
Canalys data report shows that in the second quarter of 2021, China’s cloud infrastructure market increased by 54% year-on-year to US $6.6 billion. Alibaba cloud accounts for 33.8%, Huawei cloud 19.3%, Tencent cloud 18.8% and Baidu AI cloud 7.8%. According to Alibaba cloud’s financial report, its revenue in fiscal year 2021 was 60.12 billion yuan. Through deep cultivation of the government enterprise service market, the proportion of government enterprise industry revenue continued to rise.
Many people in the industry told the first finance reporter that although the experience of flying book products is very good, the sales logic in the enterprise customer base does not only rely on products, the security support of cloud services at the technical level, and the packaging and sales of cloud services at the sales level are important decisions that affect the decision-making of enterprise customers. Therefore, At present, Feishu’s customers temporarily focus on small Internet start-ups, and the number of users and monthly live users are also small.
Focusing on nailing and enterprise wechat, they compete in cloud services, customer competition, ecological construction and other dimensions. In January 2022, nail and enterprise wechat successively released the latest products and trends. Ye Jun said, “we can\’t do everything, just do what is suitable for us.” From the perspective of solution 2.0 for the nail manufacturing industry, nail takes “data with the same frequency” as the entry point, takes “manufacturing on code” products as the exclusive base of the manufacturing industry, provides basic products such as equipment nailing and piece daily settlement, and introduces pin acquisition and energy consumption nail products in combination with the capacity of Alibaba cloud platform, so as to provide adaptive and easy to expand digital productivity tools for the manufacturing industry. In addition to manufacturing, nail also extends office collaboration to education, medical and other industries.
In 2022, enterprise wechat will also focus on ecology. Li Zhifeng said that enterprise ecology has four characteristics – “stronger ecological team, more comprehensive industry coverage, more open ecological capacity and richer products and services.” This year, enterprise wechat launched three ecological functions – the first is the application “fast launch”, partners do not need cumbersome “launch audit”, and developers can quickly launch applications; The second is the “quick installation” of employees. The application does not need the authorization of the administrator, and employees can add and recommend it by themselves; The third is the “interface square”, where partners can open interfaces to each other to improve the efficiency of ecological cooperation.
Ecological service providers are the focus of the current layout of enterprise wechat, among which SCRM (SOCIAL Customer Relationship Management) has become an important force. Behind the SCRM technology and solution service provider Chen Feng based on enterprise wechat, in addition to Tencent, there are institutions such as Hillhouse, Xianghe and source code, which mainly focus on the high customer unit price scenario to help enterprise customers with sales assistance and customer management.
Different from the past single CRM such as finance and taxation, administration and customer service, Cai Zhibin, founder and CEO of CHENFENG, said that CHENFENG hopes to create a closed loop through enterprise wechat, so that enterprises can connect the whole process links such as sales, customer service, operation and transaction in wechat ecology. It is also through service providers like CHENFENG that enterprise wechat opens the ecology and expands customer groups through open interfaces.
Chen Feng’s internal staff told the first finance reporter that the highest barrier in the service provider industry is not technology, but the provision of industrial solutions, which requires a lot of human and material investment. Only through a long-term in-depth understanding of the characteristics of the industry and enterprises can we formulate accurate solutions.
Behind the ecology, cloud services need to be firmly supported. Therefore, to a certain extent, the competition between nailing and enterprise wechat is also regarded as the competition between Alibaba cloud and Tencent cloud. Alibaba cloud’s accumulated first mover advantage has enabled nailing to cultivate a large number of customers in the manufacturing industry. Ye Jun said that nailing, like other industries, absorbs the real demand from the industry through co creation with the industry. “It is not nailing that develops the manufacturing industry, but manufacturing that develops nailing.”
At present, Tencent is still in its early infancy in the manufacturing industry. Previously, Tang Daosheng, senior executive vice president of Tencent and President of cloud and smart industry group (CSIG), said in an interview with China business that Tencent cloud service customers include small and medium-sized enterprises, developers or individual users in addition to large and group enterprises, The business strategy of CSIG has become more and more clear in the past three years. As for the evolution and upgrading from personalized solutions to standardized solutions, Tang Daosheng said that it still needs a process, but there is no clear number of specific time, “At the beginning, I will pick some fruits that are easier to pick. With the iteration of technology, I dare to touch those I didn\’t dare to touch now, but Tencent will continue to focus on the basic underlying platform, and more personalized support is provided by industry partners.”
