The dispute over collaborative office among Internet giants is accelerating.
Recently, the enterprise wechat joint Tencent conference and Tencent document announced that the three products will be integrated to form a complete set of efficient collaboration functions on the enterprise wechat. Not long ago, Ali nailing also announced a new trend. It will take the manufacturing industry as a strategic industry and officially release the manufacturing industry solution 2.0. The late entry byte’s flying book is also making efforts to constantly grab enterprise users from nailing and enterprise wechat.
Many insiders told reporters that nail, enterprise wechat and Feishu are the business entrances to Alibaba, Tencent and byte layout enterprise market, and the key to winning the future lies in whether to build a prosperous SaaS ecosystem , which has evolved from a simple communication and cooperation tool to a platform in-depth industry and application scenarios, so as to further strengthen the stickiness of enterprise users, Further expand and deepen.
seizing the b-end business entrance: enterprise wechat is chasing the nail
The first nail to enter the Bureau occupies the first mover advantage in the field of collaborative office. In mid October 2021, ye Jun, President of nailing, announced that the number of users exceeded 500 million and the number of various organizations exceeded 19 million.
Enterprise wechat has also been catching up in recent years. According to the latest user data released by it, the number of enterprise wechat active users is 180 million, the number of real enterprises and organizations is 10 million, and the number of enterprise wechat services is 500 million.
This time, the enterprise wechat announced that it had completed the opening of enterprise wechat, Tencent conference and Tencent documents, so that users can directly initiate Tencent conference in enterprise wechat. Obviously, Tencent hopes to further enhance its competitiveness in the field of cooperation by integrating the advantages of b-end fist products.
In the past, a major problem with enterprise wechat was that instant messaging, online documents, voice conferences and other products were separated. Although individual products had strong capabilities, they were not integrated.
This is related to Tencent’s internal organizational structure. At present, these major products still belong to different departments. Enterprise wechat belongs to Tencent wechat business group (WXG), Tencent conference belongs to CSIG (cloud and smart industry business group), while Tencent documents belong to PCG (platform and content business group), which is not merged into a unified b-end business team.
An enterprise CIO commented to the reporter of the science and Innovation Board daily that enterprise wechat has not connected its core system for so many years. How can we talk about connecting the external ecology.
According to Tencent, in order to achieve integration, people were transferred from these three departments, and a joint project team spanning three BGS was established in July 2021. After nearly half a year of joint development, a new version of the integration of the three was finally formed.
However, according to the CIO analysis, if the enterprise wechat wants to make further efforts, it still needs to integrate a stronger b-end team. “The business logic of end B and end C is completely different. But at present, Tencent seems to have little ambition, and the goal of enterprise wechat may only be a troublemaker.”
nail heavy management enterprises and micro enterprises are good at communication, and flying books need efficiency
Pan Helin, executive dean and professor of Digital Economy Research Institute of Central South University of economics and law, believes that the foundation of enterprise wechat lies in China’s huge wechat user group. For enterprises, it is more convenient to cut into enterprise wechat. Employees basically have wechat and are familiar with the use function of wechat.
A relevant person in charge of SaaS manufacturer also pointed out that the seamless interoperability between enterprise wechat and wechat is not available to nailing, which means a great traffic value and occupies the advantage of communication entrance.
However, nailing also has its own unique positioning, that is, facing enterprise management and making products from the perspective of management.
Li Jincan, chief analyst of consumer goods industry of toubao (Shanghai) Research Institute, pointed out that nailing pays more attention to improving the internal management level of enterprises. The functions of Ding, approval and attendance provide customers with high-granularity internal management processes. At the same time, nailing emphasizes the overall layout of vertical industries and is widely used in various vertical fields, such as education, medical treatment, retail, finance, etc. . In addition, since 2020, Alibaba has implemented the “cloud nailing in one” strategy as a core component of Alibaba cloud 2.0, connecting applications and cloud infrastructure, developing enterprise market, and providing enterprise organizations with one-stop solutions from underlying resources to digital applications.
According to pan Helin’s analysis, through the cooperation between g-end government and b-end enterprises, nailing attracts these users by providing additional functions, such as logging in to the government system and publishing government information. During the epidemic, students punch in to promote nailing’s market share. For nail, it has a good relationship between g-end and b-end, which has become a valuable potential resource. This resource may come from its background of relying on e-commerce giants.
In contrast, Feishu has weak management attributes and pays more attention to improving efficiency . Some insiders believe that from the perspective of some functions and rules of Feishu development, they all focus on efficiency, so they are particularly suitable for products and R & D enterprises.
“At present, Feishu’s strategy is to make breakthroughs one by one for some scenario applications. For example, OKR, the core target management tool, has also been highly praised.” The person said.
winning the future: ecology is the key
“The key for enterprise wechat, nailing and other to win the enterprise market lies in the SaaS ecological layout for internal activities of the enterprise, especially the business entrance. As long as you master the business entrance, you can generate the business value of data, and the ecological business at the enterprise end can form a closed loop .” Li Jincan’s analysis of the science and Innovation Board daily.
“In terms of the early development of collaborative office, the efficiency of collaborative office depends on how many organizations are transformed into valuable customers. SaaS ecology produces value through value customers. At the same time, in the development of enterprise market, the business segmentation and decentralization of enterprise wechat and nailing are also more important, When enterprise users only need to use one business function, they can choose to purchase separately rather than the whole system, which reduces the amount of business data to be interacted and makes the connection between different SaaS products easier . ” Li Jincan said.
In terms of ecological cooperation, some people in the industry believe that nailing went earlier and more successful.
“Nailing’s SaaS market has been relatively rich, which can form a large third-party SaaS application platform, which can be well integrated into both its own products and the upstream and downstream of other small manufacturers.”
At present, enterprise wechat is also building its own ecosystem. For example, in the field of OA, similar to the strategic investment model of “nailing + Lanling”, Tencent spent 770 million to acquire 5% equity of Shanghai Weaver Network Co.Ltd(603039) in July 2020. In September of the same year, fanwei announced deep cooperation with Tencent enterprise wechat to jointly build a new generation of internal and external collaborative mobile office platform.
Liu Zhigang, director of Pan micro marketing, said that the relationship between Internet companies and SaaS companies, on the whole, cooperation is greater than conflict.
“For example, the core of enterprise wechat is to build an ecosystem and platform system. Everyone works through enterprise wechat, but how to work in enterprise wechat and what kind of scenario to adopt should be built together with various ecological partners. This requires the participation of specialized manufacturers such as pan wechat to make in-depth and customized application scenarios.”
Liu Zhigang revealed that cooperation with large manufacturers such as Tencent can bring brand value to enterprises on the one hand and attract customers on the other hand. Through product sharing, enterprise wechat guides pan wechat, and pan wechat also brings b-end customers to enterprise wechat. By jointly building internal and external collaboration platforms, it further improves the viscosity of enterprise users and creates in-depth scenario applications.
” This is equivalent to a blank room provided by enterprise wechat. We enter the site for fine decoration to customers . As an ecological partner, we realize product sharing and channel sales cooperation.”
in this key ecological dispute, it is particularly important for Internet giants to maintain a sense of boundary . A SaaS person in charge commented, “major Internet companies mainly do a good job in basic capabilities such as conference and communication, and hand over business scenarios to partners. For example, Feishu will actually touch some application scenarios, so people are a little afraid of you. These applications need to be done and ecological. How can they cooperate?”
On the whole, with the Internet giants making efforts to develop the industrial Internet, a new era with the b-end market as the main battlefield is beginning. Nailing, enterprise wechat and flying book play the role of entrance and base. Who can establish a higher barrier ecology and really go deep into the business application scenario is expected to laugh to the end.
