Nailing, Enterprise Micro, Flying Book "Monopoly" game

On September 19th, the latest data of QUESTMOBILE shows that the number of monthly active users (MAU) in China in August remained high: Nail MAU ranked first in 205 million, followed by the company's WeChat 104 million, flying books, flying books 7.89 million.

For the first time in history, the summer MAU broke 200 million, but what was abnormal is that it did not show strong excitement about this achievement. "Valuable daily work is the root of the TO B business. No matter how high daily life is worthless, it is useless."

Since the beginning of this year, Ding Ding has repeatedly attracted commercialization several times. On March 22, a commercial product was released to the outside world to make a profit through three commercial versions and extracted commissions. The 2022 Autumn Nail Summit on September 21 explained the big customer strategy for the first time.

Similarly in commercialization, including Flying Books and Enterprise WeChat: In mid -May, the company's WeChat announced that it would charge the service provider according to the platform interface call license. The pace is significantly accelerated.

The coordinated office giants went to "money". Because of this, many people define 2022 as the real first year of commercialization of coordinated office software. In addition to the common goals, the behavior logic of each family has its own advantages.

Nailing

If you have to find a iconic inflection point for the commercialization of nailing, then it must be "cloud nail". Prior to this, the wild hope of nailing was a super app with WeChat.

Taking two key nodes as an example: On December 27, 2017, the number of nail users reached 100 million. At that time, Chen Hang excitedly said, "In 1075 days, we achieved a small target with a number of users reaching 100 million ..." At the follow -up CES exhibition, Chen Hang even said, "The number of 100 million users is just a small goal. The next goal is 1 billion users. "

Since then, the epidemic has been aggressive, and remote office, online online lessons have brought massive white -collar workers and primary and secondary school students. As of March 31, 2020, the number of users of Nailing exceeded 300 million, and the ambition of the super app was once again mentioned.

But it is this "Skyfall" user that has accelerated the process of commercialization of nailing.

The size of the user with normal growth rate has paid a lot of costs. It is understood that the download of nails has led to Alibaba Cloud's continuous expansion of 100,000 servers in the short term, which is equivalent to the one -year purchase volume of large heads of heads. Must be subsidized by several hundred million.

Alibaba has clearly stated in the financial report that in the fourth quarter of fiscal year in fiscal 2020, the innovation plan and other adjusted pre -interest taxes of interest taxation reached 30.63 billion yuan. Bring losses.

If you calculate the cost of pursuing growth and scale, you have never found a nail that has been found, and it will be a sale inside Ali.

This typical Internet -style "loss -changing growth" method has no problem in the past. Chen Hang repeatedly emphasized that the group has not regarded the creative interest as the first element of nailing. However, when the willingness of the high -level is transferred, the direction of the matter will inevitably tilt.

On September 27, 2020, a round of organizational adjustment was caught off guard. Alibaba announced that it has upgraded the nails to the Dinting Division, which is fully integrated with Alibaba Cloud to ensure that the "cloud nail integration" strategy is fully landed.

As a future -oriented second curve, Alibaba Cloud has the heavy responsibility of Alibaba's new growth. For it, the combination of "Alibaba Cloud+Nailing" is similar to "Azure+Teams" and "AWS+SLACK", which is more conducive to driving Alibaba Cloud's commercialization. From then on, the nails have actually begun to accelerate the process of commercialization.

In the early days of "cloud nail integration", nails did not make great contributions. On August 3, 2021, Alibaba announced the first quarter of fiscal year in fiscal year. The performance of the nails was adjusted from an innovative business sector to the cloud computing sector for the first time. As the investment stage is still in the investment stage, it even brings profit declines.

Alibaba Cloud, who starts to serve the big customers first, is a good learning object, so he starts to put his eyes on big customers.

The current corporate service field has already formed consensus, and one of the fastest ways to act is to focus on big customers. Taking Salesforce as an example, according to Enterprise -level customers (annualized income> 1 million US dollars) revenue in FY2020, the contribution of this part of customer revenue continued to increase, accounting for nearly 70%of the 2020 fiscal year.

The big customer strategy of Dingding has also achieved some results. President Ye Jun revealed in a recent interview that the income of small and medium -sized enterprises and large enterprises accounts for almost 1: 1; The growth is 10%, which contributes to the nails, otherwise the growth rate will not be double -digit. "

However, it should be noted that the big customer strategy is a double -edged sword. Large customers often have customized needs, which is essentially conflicting with the large -scale demand of suppliers.

There is no new story in the industrial Internet. PaaSization has been moved out of PaaS: PaaS provides a set of relatively standardized capabilities and tools for building a customized function to bridge the gap between customization and scale.

Flying books with both hands

Feishi was born in the internal incubation of byte beating.

At the end of 2016, after using various office tool products on the market, byte beating decided to develop a collaborative kit, which is LARK. In early 2019, Lark first chose overseas markets and started to promote in China in half a year. At that time, the domestic corporate office market was controlled by the company's WeChat and Dingding. Therefore, in order to avoid competing with it, the overseas version of Flying Book LARK was once regarded as the focus of development.

It is also the motivation for the growth of Feishu. On February 24, 2020, Feishu announced that it was open to all enterprises and organizations across the country.

In an interview, Xie Xin, CEO of Feishu, said: If only last year (2020), our DAU's goal is to meet the expectations.

However, a person close to the flying book revealed that the annual DAU target formulated by Fei Shu in 2020 was 20 million. "At that time, it was catalyzed by the new crown epidemic. Flying Book DAU rose to less than one million in a short time to 2 million, but by the end of 2020, the gap between actual data and goals was still obvious."

The gap is also normal, after all, the posterity does not have advantages. Compared with the flying books that were open to the market in 2019, Ding Ding and Corporate WeChat have been launched in 2014 and 2015. For the future, while facing the pressure of growth, we also need to weigh the commercialization.

According to "Late LatePost", Lark will accelerate overseas commercialization in 2022 and set a revenue goal of 6 billion in the world within 5 years. The background of this decision is that the domestic growth in the Book of Flying in 2021 has not reached expectations.

Feishu set a challenging goal in 2021. In the first half of the year, DAU (daily active users) had to reach 10 million, but it was not reached in the end. In March of that year, the actual daily work was only 3 million, and November live was around 4.5 million.

Lark's overseas commercialization progress is not mentioned for the time being. You can see that when you return to the domestic market, Feishi has never given up on expanding the user.

In May of this year, the Flying Book Spring Future Unlimited Conference launched the "Leading Plan", announcing that the PEOPLE Standard Edition will be open for free to small and medium -sized enterprises, and provides the Flying Book OKR Standard Edition for free enterprises.

This timing is very clever. It is just that the nails and corporate WeChat have announced the start of charging. At this time, the free product of Feishu will make some customers migrate. Judging from this series of measures, Feishu still wants to open the entrance to small and medium -sized enterprises.

Of course, the commercialization process of Feishu in the domestic market is also accelerating. Jiuqian Zhongtai expert minutes showed that the size of the commercialization team of Feishu in 2022 will continue to expand, reaching 5-10 times in 2021.

In addition, the Urban Summit of the Book of Books in the second half of this year was successively held, mainly aiming at the front line and new first -tier cities of large enterprises and emerging companies. The above information shows that most of the target paid customers of Feishu are head enterprises in various industries.

In fact, this year's big customer strategy this year also means that it will face customized problems.

According to public information, as of October 2021, there were about 700 people in the corporate WeChat team, about 2,000 nail teams, and the flying book team reached more than 7,000. From the perspective of numbers, the flying book is in line with the negative performance of "balance and large -scale" in the nail mouth.

Zhang Nan, the president of Feishu, privately claimed, "Flying books are not customized. Customization brings the customers in front of you, but it brings infinite improvement of maintenance costs. Therefore, even if you give your own owner bytes, you do not make customized functions. In the festival and bytes, they use a flying book. "As for the service team of thousands of people, it is not for service, but products and operations.

Regardless of the product model, at least, because they are aimed at big customers, the competition for flying books and nails is bound to be more intense.

Enterprise and offensive and defensive

As a product of competing nails, corporate WeChat was born in WeChat's "Enterprise Number" in 2014, and launched on April 18, 2016. At that time, the nails had been launched for more than a year, and the corporate WeChat positioning was the corporate OA, and thus started the journey of catching up with the former for three years.

What really allows corporate WeChat to form a two -hero version of the Double Heroes is the 3.0 version released in 2019. On December 23, 2019, Corporate WeChat held an annual conference in Guangzhou, released a further connection and upgrade plan with the WeChat ecosystem, and launched a version 3.0.

In fact, in October 2018, corporate WeChat began to interoperate with WeChat ecology. The new version of 3.0 accelerated the further deepening of corporate WeChat and WeChat ecology.

If you say that you have strong management, the flying book is coordinated, and the advantage of the corporate WeChat is to open up with the WeChat system.

In the official introduction, the "connector" is the "national application" WeChat with the highest frequency of "national application" with the highest frequency of users.

The very different thing is that although the user WeChat is now in the second place in terms of user volume, it is the least in the number of teams, and even the zero of flying books is not available. And this also means that as the competition is becoming more and more intense, the labor pressure facing corporate WeChat has increased sharply.

Under the sense of crisis, at the company WeChat 2022 new product launch conference held on January 11 this year, Vice President Li Zhifeng regarded version 4.0 as "the most important update" so far. The most eye -catching update is that the company's WeChat team announced that the company's WeChat and Tencent documentation, Tencent Conference, WeChat customer service and other products were fused and collaborated to further develop new service scenarios and capabilities.

This change is really rare. At the end of last year's employee conference at the end of last year, Zhang Xiaolong told the team, "You always say that corporate WeChat must be opened with Tencent conferences and Tencent documents. First think about the path, and the increase in the number of people is often not the best path, because the complexity of management will be introduced. "

However, there are also users who do not appreciate this time.

On the other hand, corporate WeChat is also commercialization.

On May 9 this year, the company's WeChat release service provider platform charging model adjustment notice, replaced the original "platform technical service fee" collected in accordance with the proportion of application collection funds, and replaced it with the "platform interface call license fee charged by the service provider interface call "". In other words, it has changed from the "commission system" to a "head system."

Many service providers believe that the adjustment of the charging strategy constitutes a lot of challenges to the cost of control development. At the operation level, service providers have to choose to increase prices to digest costs. Some media analysis stated that the price increase is to screen the so -called "advanced" customers to prepare for further commercialization.

It should be understood that the initial Saa related services of corporate WeChat are relatively weak with the functions of nails. The qualification threshold is low and the customer satisfaction is low. On the basis of this point, the company's WeChat efforts to strengthen the SaaS service from 2017-2018 to introduce third-party platforms.

According to the minutes of Jiuqian Zhongtai experts, the company's WeChat revenue was 1.2 billion yuan in 2020, 25%increased in 2021, and revenue reached 1.5 billion to 1.6 billion yuan, including the company's WeChat's own revenue and third-party platform GMV.

Specifically, the SAAS platform that mainly manages the customer relationship management SCRM accounts for 60%, industry solutions account for 30%, and other services; industry solutions have inflows more than SaaS service providers, and it accounts for 15%+. The adjustment of the charging model means that the income structure will change.

In general, although the siege of the siege and the flying book is slightly, the 6 -year -old corporate WeChat will inevitably need to accelerate the commercialization process.

At the end

At the beginning of the promotion of nailing, there was a interesting thing. Luo Yonghao, then the CEO of the Hammer mobile phone, was invited to become a spokesperson for Dint. It is rumored that the founder of Ding Ding had no tricks and flew to Beijing to meet with Teacher Luo. Compensated cooperation.

Since then, in 2019, Luo Yonghao, who arrears 600 million, sold Hammer Technology and became an e -commerce anchor for "making friends". In order to promote the transformation of e -commerce fans, the private domain flow was touched through the corporate WeChat.

On July 10 this year, Luo Yonghao, who had no debt, announced the latest AR startup company, named "Thinredline (fine red line)", and then announced that "the first decision of the new company" was In the book.

From this perspective, Lao Luo, who was ridiculed to "industry light", inadvertently witnessed the development history of Chinese collaborative office products.

At present, China's collaborative office service market is still in a high -speed development period, and the scale of application scenarios and services is growing rapidly. When the product has evolved to a certain extent, commercialization is naturally placed in the bright place.

However, as the war of the industry is getting stronger, a simple question is, is it enough for customers to divide?

Reference materials:

Late LatePost "For the Great Customer Polishment, Binting out of TOC's 24 months"

Late LatePost "Byte Beat Lark to achieve 6 billion yuan in revenue in 5 years worldwide"

Daily Economic News "2022 Flying Book" Siege ""

The rare "online office platform Three Kingdoms kills, where is the flying book fly? "

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