微信商业模式的挑战点（ThechallengeofWeChat

微信商业模式的挑战点（The challenge of WeChat's business
model）
The challenge of WeChat's business model
I. user requirements and business value
WeChat is first and foremost a communications tool. No matter what Tencent wants to make WeChat, in the user's understanding, he has been stereotyped today, and can not be changed any more. For the vast majority of users, WeChat is a communications tool, which I call the user's chief complaint, or first level requirements. A product will only have one main complaint, and all other requirements are two level, and two below level four. For example, micro-blog users look at micro-blog, is a level of demand (browse), micro-blog is the two level of demand (expression), micro-blog insert various functions is demand. The lower the level of demand, the fewer people we use, the lower the business value.
The value of the business is directly proportional to the user's demand. The best business model is to implement business value, such as search and e-commerce, when meeting the user's primary needs. The Internet can make a lot of commercial value in two to meet the user's demand level to realize products do great, the most typical is the game toC and all kinds of value-added services, such as QQ's Avatar, membership, online games and other props. And user demand is not related to the model, there are living space, such as portal advertising, video site advertising. User demand is like a funnel, and if commercial value can only be achieved in a small number of users, it will
have to spend a lot of resources to expand the user base.
Therefore, in the WeChat business model of exploration, WeChat's first challenge is to choose to tap the business model in communication, or to find and enlarge the user's two level of demand, to find the business model.
Two, two page principles challenge
For an independent product, the most desirable product can satisfy the user's complaint in a single page. At present, there are only three kinds of products in the world that have met the user's complaints in one page. This is Facebook, twitter, hao123. Almost two pages, such as the home page and content page of the portal, the search home page and the results page, the IM buddy list page and the dialog box. (e-commerce user demand chain is relatively long, here does not apply)
Whether PC and wireless users will focus on up to two (two) page, so a separate product, if you can not achieve the commercial value in two pages, all. Because the user is lazy, and to the third page, your users have long been lost, unless it is selling things or doing, the user is very strong goal.
For WeChat, the challenge is to realize business value after the user opens WeChat's two pages.
Three, WeChat business model ceiling
In the two page, to meet the higher demand of users, while achieving commercial value. This is the ceiling of WeChat's
business model, as well as the ceiling of most products.
For example, WeChat sees some V merchants in nearby people's pages. Is there any commercial value? Check out "people near you" is a lower two level requirement in WeChat, and it's on the * * page. That is, users arrive at this page, open WeChat, the main points of two, the user missed two times. The advantage is highlighted by WeChat's communications capabilities,
But if you want to achieve commercialization, WeChat will have to cultivate user habits, to enhance this function at a level, placed on the two page, and guide users to use every day, which will inevitably weaken the communication function of WeChat. Will WeChat do that? If WeChat does this, the navigation bar at the bottom of WeChat can be changed to "nearby people", "friends circle", "application" and so on, not the structure now. But what's the trouble with WeChat?
Everyone is talking about moving * * * * * * because moving brings two things that PC doesn't have, location information, and real-time online. But there is a fatal weakness in mobile, the small screen. The screen is small, not only limits the value of "advertising" this a classic business model, also let the mobile interaction is limited, very clumsy, not smooth switch users in multiple functions, such as PC products can not put too much function. The trouble for WeChat is that while users change their habits, it's hard for users to switch to an app.
Mobile phone interaction is limited, for mobile shopping is a good thing, because users no longer have too many choices, you can quickly make decisions. Is also a positive for the focus
on the vertical field of entrepreneurs, because of the large app in the mobile phone does not apply in the PC on the giant advantage in the mobile phone is not so obvious, the user will be used to complete a service in an application, or a vertical service will give the user a better experience.
Four, the commercial value of Timeline
WeChat's Timeline is the default page that WeChat opens, also be the most important page of WeChat. On this page, WeChat touched the screen of the phone barrier, can not like the PC on the QQ, the list of friends and session reminders on a page, only the address book, find friends, set up, placed below navigation. That's what a cell phone is like: a app can only do one important thing.
Timeline, in addition to friends dialogue reminder, the most important thing is "subscription media, merchant information" this strong user demand. This requirement belongs to subscriptions and conforms to WeChat's communications location. The media, business content of these subscriptions, click the user can reach the content page, consistent with I say "in two pages, to meet the higher needs of users, so this can also be seen as WeChat is currently the most successful commercial attempt, WeChat can provide value-added service charges, to businesses and the media at the same time. WeChat O2O is full of imagination. Because WeChat has inherent advantages, you can do the communication in the O2O link.
But subscribing to businesses is unlikely to become a big business model. On the one hand, there is no smart phone, you
can also use SMS to subscribe to the media and merchant information, we now often receive SMS, mobile phone newspaper, various promotional SMS, in essence, and WeChat's subscription is not different. WeChat has no use in subscribing, and this is entirely different from the business of advertising and e-commerce brought about by search. On the other hand, in the interaction, interaction between merchants and users is complex, lack of standardization and measure, business is difficult to have continued driving force to do this thing, not the driving force of businesses, users do not have a good experience, into a knot.
Timeline is WeChat's most important pages, how to find a business model in this page, how to cause the change in the past can not realize the O2O communication chain, which is the key to WeChat business, but at least there is no substantial progress to WeChat. Compared to the vertical products of unfamiliar classes, the starting page is location information, so it is easier to find a business model, which is the opportunity for other entrepreneurs.
The first page after opening app is the start page of app. This page is like the home page of the portal, like micro-blog's timeline. It's the most important page and the most commercially valuable page. Facebook official client of this page adjustment has undergone tremendous changes, very interesting, very worthy of reference. By looking at this page, you can determine the level of a client product team. Under normal circumstances, the traditional PC enterprises will be very difficult, such as Taobao, YY client, so large enterprises are not doing anything good, and this is also the opportunity
to start the field of mobile entrepreneurs.
Five, the commercial value of the dialogue window
The dialogue window is now the most important two level page for WeChat. But the commercial value of this page is very low, and the most important reason is the interactive interface of mobile phone is too small. So WeChat is difficult to use this page to achieve QQIM in PC a lot of commercial value, such as QQ show, advertising and other products of the diversion entrance.
To be sure, in the WeChat dialogue window, the insertion of various applications is not reliable, almost no commercial value. As a means of communication, people communicate very little on average every day. When talking to other people, buy a movie ticket at the dialogue window, send a gift, recommend a restaurant, which is a super tricky design and take it personally. This is WeChat's biggest flaw. The only thing that's worth using in the dialogue window is expression and music, but it's not worth much at home. The application of the dialogue window, Tencent in QQ on the world's most abundant accumulation, why WeChat will do such a joke out, this has always let me think impassability.
If entrepreneurs through the WeChat open platform, I hope users in the dialogue window to plug their application to obtain commercial value, it is even more unreliable, and will not succeed.。