Welcome to the wechat subscription number of “create a story”: sinacchangshiji
Wen / Pei Pei, head of the outlaw group
Source: ID: tmtphantom
First of all, we need to clarify a question: when we talk about “private domain traffic”, what are we talking about?
There is a simple and crude but correct answer to this question: in China, “private domain traffic” refers to wechat traffic; maybe QQ traffic also meets the definition, but no one cares.
Again: in China, “private domain traffic” refers to wechat traffic, “activate private domain traffic” refers to realizing traffic realization through wechat, “private domain traffic fission” refers to viral promotion based on wechat. That’s it.
Weibo is not private domain traffic. Taobao group is not private traffic. Short video / B station fans are not private domain traffic. Baidu Post Bar is not private domain traffic. Zhihu / Douban is not private traffic. At this stage, only wechat is private domain traffic; it’s hard to say in the future, but at present, there are no particularly large variables.
Why? This involves the definition of “private domain traffic”. It seems that no one has given a clear definition of “private domain traffic” so far, the head of this strange bandit group found out. Let’s make a clear definition. Typical private domain traffic should conform to the following characteristics:
1. It can only be reached through personalization / privacy, and is difficult to reach through any other means. Not only can not be captured by search engines and crawlers, but also it is difficult to connect through the third-party app.
2. The “privatization” attribute of traffic / fans / concerns is strong and will not be interfered by the platform; the “privatization” attribute of content is also strong and will not be controlled by the platform centered algorithm.
3. As the traffic master, you can not only import traffic from the outside, but also export traffic, so as to realize the privatization and controllability of traffic.
(private traffic is traffic controlled by you, not by the world)
Obviously, there are not many applications / platforms that fully conform to the above principles, among which only wechat and QQ are large-scale ones; 1 billion people log in to wechat and 400-500 million people log in to QQ every day. However, because QQ is obviously younger and more entertaining, it is far from wechat in terms of flow liquidity. For brand, KOL, MCN and other “traffic owners”, wechat’s private domain traffic has the following two important meanings:
First of all, wechat’s 1 billion dau and daily average online time of more than one hour are extremely huge and hard to reach traffic pools from the outside. You have to find ways to use the traffic to develop customers, sell products, and find strategic opportunities. The rise of pinduoduo, funny headlines and xiaoniangao has repeatedly proved that wechat traffic can be relied on, so you can’t give up this strategic commanding point.
Secondly, wechat personal number / wechat group is the safest and most efficient way of “traffic privatization”. Especially for the waist anchor, up host and so-called Koc, the most important fans must be added to their wechat group. Only when a person becomes your wechat friend or wechat group member can he really enter your core circle.
However, making good use of wechat’s private traffic is a difficult task. WeChat simply doesn’t have a centralized traffic commercialization platform – you can only choose to advertise in friends circles, public numbers or small programs. Wechat’s efforts to crack down on “induced sharing” are growing, and even its own king glory sharing has been sealed for a while. Starting from the second half of 2019, it is more and more difficult to copy the fission growth of the wechat group of pinduoduo in that year; the password of Taobao is often sealed, and the wechat business in the circle of friends is repeatedly cleaned. Whether you are a big brand or a small role, it’s more and more difficult to cash in traffic on wechat.
From Tencent’s point of view, the logic of cracking down on “induced sharing” and “viral marketing” is very simple: how can wechat, which I have worked hard to make, become your private domain traffic operation tool for free? Not only do I receive less than a cent, but I also destroy the community atmosphere and carry on the black pot. Tencent, of course, wants you to spend money on advertising. Another problem is that wechat’s advertising space is not enough and the direct conversion efficiency of advertising is not enough.
(there are always more ways than difficulties, but sometimes difficulties come too much and too fast.)
So here comes the problem: if I really want to activate wechat’s private domain traffic resources and use wechat to do business, but I can’t afford advertising fees (or Tencent’s advertising solutions can’t meet the requirements), and I can’t get Tencent’s dad’s investment cooperation, what should I do? By the way, advertising in wechat friend circle is no longer a strict category of “private domain traffic operation” – it is a platform dominated centralized algorithm allocation behavior, which has no essential difference from short video advertising and micro blog advertising.
Wechat team’s answer is: in December 2019, we will upgrade wechat on a large scale, and encourage brands / enterprises / traffic to use wechat as a marketing tool. The original positioning of enterprise wechat is “internal social / management tool”, similar to Alibaba pin; however, it constantly quietly expands the boundary until it completely changes its positioning. Now, it is more like a “tool for internal and external communication”. Compared with competitors, the biggest advantage of enterprise wechat is that it can communicate with wechat. Without this advantage, a large number of users would not choose it.
Once, enterprise wechat could not add personal wechat, now it can.
Once, the wechat group of enterprises was small and weak, but now it has become stronger.
Once, wechat couldn’t be sent to the circle of friends. Now it can be sent.
Once, the audit and risk control of enterprise wechat were very complicated, but now it’s a little better.
Tencent’s wishful thinking is: ordinary people who don’t have the demand for traffic cashing are still using wechat, and daily social needs are completed on wechat; brands / enterprises / wechat businesses with the demand for traffic cashing are using enterprise wechat to contact wechat users and do business on wechat. This wishful thinking is not empty, it is grounded, because there is such a scenario——
Suppose you go to Hang Lung Plaza or LV store of Financial Street shopping center to buy bags. Since you are a luxury user with high consumption ability, the shop assistant must want to know you, keep you, and push new products for you through various channels (maybe want to chat with you). She can recommend tmall flagship store where you pay attention to LV, code scanning and small programs, etc.; but most importantly, she wants to add your wechat, pull you into the core customer base, and show you new products in the circle of friends. Do you really add her? A little hesitation. After all, your personal wechat is too private.
(people are naturally wary of private social relationships.)
What if she uses wechat to add you? Bring your own electronic business card, mark your company / brand uniformly, automatically link to the official applet, and have a strong risk control mechanism? Communicating with you in a way similar to the public number? More official and less private? Will it be better?
I don’t know – because I haven’t bought LV bags, and I haven’t been wechat by the salesgirl’s sister. The only one who asked for wechat was the real estate agent, but I couldn’t afford the house she recommended. In a word, Tencent’s idea is to separate social needs and marketing needs, standardize private traffic operation; it opens a door for you, and then only allows you to go through this door, and other small doors should be closed in theory.
The question is: it’s been a few weeks since wechat was revised. Has it achieved its goal? Judging from the feedback from the first batch of tried brands / traffic owners, there are still quite a lot of problems. It seems that they are the trump card or the paper tiger. Take a look at the most commonly used functions of wechat:
Number of friends: wechat can add about 5000 friends; enterprise wechat can add 50000 friends, and the online number can be increased to 250000 through application. It seems that the function of enterprise wechat is more powerful?
Circle of friends: wechat can send a circle of friends without restriction, and each circle of friends can be seen by all friends (unless actively or passively blocked); enterprise wechat can only send a circle of friends every day, and can only designate 200 friends to see it. In this regard, the wechat of enterprises is too weak, and the function of the circle of friends is almost emasculated to be used.
Group chat: wechat group can accommodate up to 500 people and send red packets; the enterprise wechat group including external friends can only accommodate 100 people and cannot send red packets (it seems that it can apply for opening). This group function is better than nothing. Which sales only has 100 customers and which KOL only has 100 fans? This is still the result of a substantial increase. In the past, the external group of enterprise wechat seemed to only accommodate 20 people.
Seal number and audit mechanism: wechat is not so strict. It mainly attacks sensitive content, taopassword and other clearly prohibited marketing methods, and occasionally fouls may be sealed off; enterprises’ wechat is more strict, respond quickly to consumer complaints, and the risk of seal number seems to be greater. However, if we can earn consumers’ trust in the enterprise’s wechat, the cost is still worth paying.
(dream is beautiful, reality is cruel)
The conclusion is clear at a glance: the group chat capacity expansion and friend circle functions that attract attention are opened to wechat enterprises after being severely castrated. There are some contradictions in the product design ideas of wechat: on the one hand, 50000 friends are allowed to be added, on the other hand, each circle of friends can only be seen by 200 people, and each external group can only have 100 people, so is it to encourage you to flood the water or encourage you to work hard?
Of course, according to the feedback from a group of people who have tried wechat earlier after upgrading, if your goal is to have a few high customer unit price customers, or simply B2B business, then wechat is still relatively easy to use. Where can I use it? There is a function not mentioned above, which is called “group sending assistant”. Now it should be recognized as “true fragrance” function by wechat:
Group sending assistant: it can send image and text information to up to 200 wechat friends of enterprises, and the information can contain links or QR codes. Group hair is almost finished in an instant. If you have 1000 friends, you can theoretically push the latest products / apps / activities to them in about one minute.
However, group sending assistant is not the unique function of wechat, and wechat also has this function. If you don’t believe that you open the “Settings – General – auxiliary function”, you can send wechat friends in groups, and you can also attach pictures, links, QR codes and so on. However, this function is relatively deep, which is rarely used by ordinary people. It is said that the group sending function of enterprise wechat is more convenient. You can send to customers with the same label and characteristics, rather than just one point in wechat. At the same time, wechat can only be sent to the same friends once a day. Those who want to harass customers frequently will be disappointed.
All in all, wechat enterprises are still carefully looking for a balance: how to meet the demand of traffic owners to “activate private domain traffic” without destroying the experience of ordinary wechat users? From the current situation, Tencent encourages wechat, the main user of traffic, to engage in refined marketing, to take the route of high ARPU, high repurchase rate and high viscosity; as for the simple and rough large-scale fission in that year It should be gone forever.
(look forward together, don’t indulge in the past experience)
What does this mean? In the eyes of the head of the group, it probably means that: pinduoduo, funny headlines, xiaoniangao, etc., are probably the last Internet giants growing up through “viral reproduction”; the era of mobile Taobao and short video forwarding traffic through wechat is gone. Since 2020, it’s impossible to achieve low-cost and rapid expansion by relying on wechat traffic. Even if you find a way, Tencent will immediately block it, and Tencent will block even its own son, which is quite fair
The price of traffic has been becoming more and more expensive. New traffic entrances are almost no longer available, and users’ time is stagnant. Not only the road to realize rapid fission through WeChat traffic is blocked, but also the road to achieve rapid proliferation in any way is blocked. Next, there is really only a way to achieve steady expansion by intensive cultivation, hard management of basic brands, and relying on quality or content advantages.
In other words, the golden age of vertical categories and content tonality. That’s just my judgment.
Of course, later investors may have different opinions, and they may still be looking forward to the next pinduoduo, funny headlines, lucky coffee or even short videos – that’s impossible and doomed to fail, because that era is over. Look ahead, no matter how unadaptable you are to the coming era, you should strive to live in this era.