Welcome to the wechat subscription number of “chuangshiji”: sinachungshiji
By Tan Xiaohan
Source: Alphabet list (ID: wujicaijing)
“Who are you?”
This one of the ultimate “three questions of life” was the first basic question discussed by Zhang Xiaolong in the annual wechat open class yesterday – what is the user’s identity (ID)?
Zhang Xiaolong (photo source: wechat open class)
It is the thinking of this issue that gave birth to the video number. Zhang Xiaolong pointed out that the meaning of the video number is not so much a video as a “number”. In today’s era when the content moves from graphics to video, the video number means that everyone has a public voice identity. In this sense, the video number is like another question in the three questions of life: “where are you going?” The answer to this question.
This is especially true for institutions.
“If one day we can see the two-dimensional code of the advertiser’s video number under every billboard, it means that the video number has become the official website we want.” On the night of wechat on the evening of January 19, Zhang Xiaolong proposed that he hoped that the video number would become the new identity (ID) of each organization.
You know, before WeChat was given the mission of becoming an institution, it was a small program. It was earlier the official account.
Before the small program was launched, Zhang Xiaolong saw that the official account of WeChat airport was printed on the 80% billboards of the Shenzhen airport. It replaced the website of the PC era as the advertising card standard. It can be said that the website of the PC era is WeChat’s “where do you come from” in the three question of life? My answer. But he believes that the QR code on the billboard should not be a number that needs to subscribe and receive push messages, but a link that can immediately display the service. This new form is the later small program.
Since its birth ten years ago, wechat’s growth path has a main line, that is, it has been looking for and confirming the “identity” of users in the mobile Internet era to replace the official website in the PC era, and the kernel is to connect all services.
Online offline services and mobile services in the PC era are the common themes of Internet companies in the same period, and mobile applications are also their common choice. What makes wechat special is that it not only makes Tencent complete the migration from PC to mobile Internet in the original ecosystem of Internet, but also builds a new basic framework for other companies to live here.
The growth path of wechat can be roughly divided into the following stages:
Stage 1.0 is to replace SMS and take over the baton of mobile Internet from QQ. The key words are instant messaging tools to connect people;
The 2 stage is to replace the browser and search tools, and transfer the official website and product service of the PC era to the official account of WeChat.
3.0 is still to find a new substitute for the official website of the organization. In the process of migration from PC to mobile Internet, making mobile applications is the common choice of many companies, but the only products that can stay are platform level products. A large number of enterprises need to find new places of residence. Even in the second half of mobile Internet, platform level products also need to have both social traffic and content traffic It is the small program that undertakes the mission of supplementing mobile application scenarios and reconstructing the ecosystem.
In his latest speech, Zhang Xiaolong pointed out that the vanguard of the official website of the substitute organization in wechat ecology has become the video number. Whether the new form of video number will pull the wechat service system into a new world is still unknown.
What we can see is that a large number of service tools have sprung up on the solid foundation built by the huge social traffic and content traffic. The official account, service number, small program, and even the current video number are the front desk of the architecture, the tools to be given service missions in different historical stages, and the functions of WeChat payment and search are the underlying structures of horizontal access, which were born in the early days of WeChat and continue to be replaced. Along the two routes of one horizontal and one vertical, wechat has formed a set of service system.
The common characteristics of these tools are simple to use and very low threshold. This means that wechat is giving the initiative to the largest number of users as much as possible. Wechat only provides the ability of the bottom, how to explore the value and establish narrative on these abilities is the user’s proposition.
Wechat is not to build a palace, but ten years of trees, cultivate an almost boundless forest, so that all creatures can grow freely in the forest. “The most powerful ability of wechat is not the operation ability, but the ability to provide tools.” A wechat ecological practitioner told the alphabet. Today, wechat’s weapons and equipment library has been basically perfect, so that a set of framework has been formed. The third party who has needs can apply for the required tools in the equipment library and provide services to the C-end users.
At the end of the tenth year, we can see where this system will go from the process of building wechat framework step by step and realizing ecological prosperity.
A senior wechat executive once recalled the growth path and important nodes of wechat: on October 19, 2010, wechat project was officially launched; in May 2011, wechat released voice intercom, thus wechat entered the stage of rapid growth; on April 19, 2012, wechat released the circle of friends, from which wechat grew from a communication tool to a social network.
At this time, what wechat is completing is the main task of converting the connection between people from SMS to wechat, and another main task – transferring the online service of PC era from website to wechat, is about to start.
Most people will think of official account as a content platform, but WeChat’s official account is not intended to be a platform for spreading content. Of course, the official account is the best area that the media has used. The WeChat, which is the social communication tool, has also collected two sources of social traffic and content traffic.
On May 23, 2012, Zhang Xiaolong sent a circle of friends, “the entrance of PC Internet is in the search bar, and the entrance of mobile Internet is in the QR code.” The background at that time was that wechat was conceiving the product form of connection service. Unlike in the PC era, users needed to find websites and obtain services through search boxes. In the mobile Internet era, there were more channels to obtain services online and offline. At that time, scanning the QR code was probably the easiest way to connect with the surrounding areas and obtain services.
In August, WeChat launched the official account. “Before becoming a public platform, wechat was a tool to connect people. We think that everything in the world can become a connection between people and the world.” WeChat executives said that this was the reason why the official account was placed on the contact list. “We hope to establish connections between users and businesses and businesses through official account.”
Obviously, connecting service has more imagination space than connecting content, and the service system built on the huge social traffic and content traffic has more imagination space.
The official account official account has served the function since its birth, but with the prosperity of the media ecology and the attribution of the official account number, the location of public service tools has been weakened.
AI fan delicacy reported in late 2012, such as bank balance, English words translation, hotel booking, movie tickets, food recommendation, dress recommendation, etc., official account for different user needs in. Another case mentioned by the new legal news is that Nanchang public transport bureau has launched an official wechat account, which sends real-time traffic information by wechat group every day.
When the official account was 1st anniversary, WeChat also dismantled the official account number as the subscription number and service number. The service number was then more advanced than the subscription number.
The obstacle to the official account in the official account of the PC era is that the website will display services directly, while the public number is the push subscription message. Take restaurants as an example, its official account is powered by more users and pushing sales messages to the public. The official account is the role of CRM or message push.
The official account was official account for connecting services, which is why the public menu bar is constantly enriched. However, the official account is still not able to deviate from the core competence of pushing messages.
Finally, WeChat decided to jump off the official account and make new application forms, that is, later applets. Official account official account is not needed to make WeChat expand the public number, let it become the plus version of the official account. Instead, it reconstructs a basic framework and then links the public number with the small program.
WeChat’s product concept that connects all products is also reflected in WeChat itself. The connection between official account and small program is an example. In this sense, video frequency is the master of basic framework, which connects official account, small program, circle of friends and other tools.
Speaking of the applet, it is closer to the official account of the PC era than the public number. It replaced the way of searching the box by using the sweep code instead of the two-dimensional code. The product logic that slips into the “recent use” and “my little program” is very similar to the browser and the “my collection” of the browser in the PC era.
Zhang Xiaolong mentioned its positioning when the app was officially launched, “we hope that in the smartphone, users can get services more quickly, and the experience is much better than the website.”
Small programs provide platform level products and brand businesses with another way to provide services to users. For the former, it is the source of traffic other than mobile applications; for the latter, it is the base of providing services.
After the small program goes online, the evolution of wechat service system is obviously accelerated. According to the autumn report of questmobile2020, more than half of the top 100 mobile apps have been deployed with small programs. In October last year, among the top 10 apps with net increase in panoramic traffic, the main traffic of three apps came from wechat small programs.
Shi Wenlu, founder of Aladdin & Xiaomeng advertising, once said in an interview with Hu olfactory in July last year that the biggest categories of small programs are e-commerce and life service transactions, followed by those who do content. When the game goes on, it’s because more people do transactions. “For example, Jingdong and Jingxi have been very fierce recently, and the application in the same city is also very fierce. These new small programs are closely related to transactions.”
For many brand level businesses whose mobile application construction is not strong, the significance of small programs is even more significant. Services establish the transaction connection between service providers and providers. According to the data in October 2020, without de duplication, the proportion of users of KFC’s three apps in the total users of its panoramic traffic channel is 64.5%, 45.2% and 10% respectively, and the proportion of APP users is only about one fifth.
There are also a number of small program products that have neither experienced the PC era nor independent mobile applications.
“In those days, investors looked down on small programs and didn’t think that they would make any trouble. But today, very famous funds, including new horizon, highland, Tiger Fund and Sequoia Capital, have all entered the market and regard small programs as important investment projects.” Shi Wenlu said.
According to the latest small program data released by wechat, the number of daily living people exceeds 400 million. Compared with 2019, the number of applets per capita in 2020 will increase by 25%, the transaction amount of applets will continue to increase by 67%, the overall number of active applets will increase by 75%, the number of traded applets will increase by 68%, and the annual transaction volume will increase by 100%.
And the emergence of video number seems to make the vanguard of wechat system to replace the official website to construct user identity from small program to video number.
“When we are doing public numbers, we hope that the official account is the official website of the institution. When we are doing small programs, we hope that the official account is the official website. Now, we want the video number to be the official website of each organization. This is reasonable. The official website needs to evolve. ” Zhang Xiaolong pointed out on the night of wechat on the 19th that in the future, the video number will undertake many services of the organization, not limited to video. For example, the service of an enterprise can be displayed under the video number by means of a small program.
In the PC era, the official website traffic entrance has two ends, one is the offline billboard, the other is the browser entrance and search bar on the PC end; in the era of small programs, the traffic entrance still includes the search bar, which is the user behavior when the user has a certain demand for a product / brand, and the other traffic source is the private pool such as wechat group, which enables the free circulation of services in the wechat system.
If the applet is missing any link, it may be the public domain traffic entry. What can supplement this link is the video number.
Wechat official said that the meaning of the video number is not so much a video as a “number”. Because having a public number means everyone has a public voice identity, wechat is no longer limited to the social field, but enters the field of public information.
The top column of the video Number page is divided into three tabs: attention, friend and recommendation. In June last year, Zhang Xiaolong wrote an assertion on the blackboard that one day in the future, the consumption ratio of video playback, attention, friend recommendation and machine recommendation should be 1:2:10. That is, a person should watch an average of 10 watched videos, 20 videos praised by friends, and 100 videos recommended by the system.
At present, the big data of video number is vv (video) recommended by friends However, the ratio of VV generated by users who generate attention behavior (representing active user behavior) in the three tabs is about 1:2:9. With the increase of platform content richness, the ratio of VV generated by machine recommendation will be higher, which means that small programs can get more public domain traffic through video number.
As mentioned above, video number is the master of WeChat’s framework system. It connects all kinds of tools such as official account, small program, friend circle in WeChat system. In turn, official account, small program and other services can be exported to the outside by video window. The video number is a mobile window with both cold start and public domain capability.
It is worth noting that the mission of the video number is different from the official account of the public number and the small program. The mission of the video number also includes becoming the official website of the individual, that is, personal card. This is also the reason why the user can display the video number on the personal homepage in December.
“If the video number is only positioned as a short video product, the expectation of wechat may be underestimated.” Fan Weifeng, founder of gaozhang capital, once told the alphabet list that the video number may be determined by the height of “Internet access in the next decade”.
In every historical period, WeChat’s service connection tasks are undertaken by official account, service number, small program and video signal. They are like vertical teams, and on the other hand, the underlying tools such as WeChat payment and search are implemented through repeated iteration.
For merchants, each update of underlying functions, such as payment and search, does not cause as much discussion as the birth of new products, such as applets and video numbers, but these products are equally important to the service ecology.
In August 2013, the official account was split into subscription numbers and service numbers. WeChat paid officially launched, and expanded the user group in the form of WeChat red envelopes in the following spring festival. In March, WeChat paid to businesses fully open.
Payment is the basic ability of a service system. Service will produce transaction. Without payment function, transaction will not be realized. Recently, WeChat pays a noteworthy ability is that WeChat’s red cover covers the jump of WeChat public numbers and video numbers, which means that the video number that wants to become the official website of the official account will be more exposed by WeChat’s red packets.
The search function iterates with the upgrading of wechat service system. In the early days, wechat search mainly stayed at the content level, and gradually, the search moved closer to the service ecology.
In 2018, wechat announced the opening of the brand search function. Businesses that open the brand search will get the ability of the official brand area and the micro home page. Users can directly search the brand name by opening “search” or “small program”.
By the end of 2019, wechat search has been greatly adjusted, and wechat search has become “wechat search”, which has access to many categories of small programs, including more than 18 categories, such as Dingxiang doctor, wasp nest, Douban, Zhihu, Ctrip, zaker, etc.; in addition, wechat has also released version 2.0 of brand official area, with functions including definable and configurable brand keywords, commodity window, live broadcast Personalized marketing area and other capabilities; now, the brand’s search area has also joined the video Number page.
This is a service supply of wechat ecology. In the era of mobile Internet, the major content camps fight against each other and become isolated islands of information. One of the goals of wechat search + small program combination is to break through this wall and let content and services be retrieved without boundaries.
In the product planning of wechat, it is hoped that small programs can be accessed offline by scanning the code; online, they can be accessed through social communication and search, and search should become the main traffic source of small programs. In September last year, the new search function of wechat online was that users can directly click text in the chat interface to search.
Another important service tool in the wechat toolbox is enterprise wechat. Its evolution accelerated from the beginning of 2018 when the internal test and wechat message exchange of enterprise wechat started. It has become a direct tool for merchants to communicate with customers and provide services.
At the end of wechat’s 10th anniversary speech, Zhang Xiaolong described wechat in two words: one is connection, the other is simplicity.
About connection, Zhang Xiaolong’s thinking is that for products, making connection means making the underlying facilities of services. WeChat has a larger connection scope, official account and small program target are connected, connecting people and content, people and services. WeChat payment can also be considered as a currency connection, and the video number target is also connected. “The focus is not on the content, but on the connection at the bottom, which is very important.”
(statement: This article only represents the author’s point of view, not Sina’s position.)