2022 WeChat Open Class PRO: Zhang Xiaolong is absent, but WeChat “spoilers” these blockbuster updates

Starting in 2008, children in the compulsory education stage turned on TV to watch the first lesson of school and it has become a reserved item at the beginning of each year. Since 2016, the WeChat Open Class PRO at the beginning of each year has also become a reserved item of WeChat.

The WeChat team will share the latest data at this event, review the changes in WeChat in the past year, and also reveal some new trends that will follow. For example, the video account will provide a red envelope cover for each video account creator in the future, and WeChat Pay According to the ability of payment points, the "no-no-pay" function will be launched in the future.

In the 2022 WeChat Open Course PRO main forum, WeChat introduced the latest developments in the five major businesses of video account, WeChat payment, applet, search, and enterprise WeChat. We also made the most complete summary in the first time.

The second anniversary of the video number: content ecology and creative incentives

The opening theme of the lecturer of the WeChat Open Class is-WeChat's second anniversary, what changes will happen to the content ecology. But the content here is more about the video number, the 2000w+ live broadcast of the Xicheng Boys concert; the 1500w+ Shenzhou 12 launch live broadcast and the return of Meng Wanzhou; the 2000w+ National Youth Work Committee "Cloud Team Class".

These are the achievements made by the WeChat video account in the past period of time. Take the live broadcast of Xicheng Boys, the PCU (the highest number of simultaneous online) in the live broadcast room reached 1.5 million, which is equivalent to the audience sitting in a dozen bird's nests while watching the concert. But in fact, the audience just heard the same music through the screen at the same time.

The WeChat video account has been advancing in small steps and fast running for the past two years, with more updated content and more and more new creators. The reason for these achievements is that the video account has become a basic content component in WeChat. It has become an atomic product tool that is circulated within the WeChat ecosystem.

For example, video account + WeChat payment will make rewarding possible in the future, and there may be payment for live broadcast/video; today, the interaction of video account + official account is very natural. The official account can be inserted into the video account, and the video account can be used. Link to the official account article; video account + corporate WeChat, video account (including live broadcast) can add corporate WeChat customer service with one click to help business community operations.

If the WeChat video account is framed in the first year, the second year is to choose the more desired content direction.

The lecturer said that the core idea of ​​the video account is to make users feel valuable, and they welcome pyrotechnic real creators or authoritative media/organizations to share original content on the video account. Whether it is pan-knowledge, pan-life, or sports, music, life, or talent, this kind of life-like content is the most desired content for video accounts.

In the next year, WeChat stated that they will focus on consumption growth, capacity release, encouraging content, and author incentives. In the upcoming Spring Festival, WeChat will support each video account creator to create his own red envelope cover, so that creators can also distribute red envelope covers to their fans.

WeChat Pay: There is no bullying in the world

Zhang Ying, the second lecturer of WeChat Open Class, made a lot of life. He used stories to link all stages of WeChat payment.

At the beginning of 2016, Zhang Xiaolong went to Zhang Ying for a meal and said that he would give him WeChat Pay. What came next was the "test" of the boss against the workers. At that time, Zhang Xiaolong sent a soul torture to Zhang Ying-what is the goal of WeChat Pay?

At that time, Zhang Ying's choice was to say a number that could be reached but is still far away. There are 100 million payments per day. However, this number was rejected by Zhang Xiaolong. Zhang Xiaolong’s feedback at the time was "Our goal is to make WeChat Pay a habit of WeChat users and a part of their lives."

But the WeChat payment team at the time was actually a small team, and a team of hundreds of people could not penetrate every small and micro merchant. Until today, the WeChat payment team still has less than 1,200 people. These people cannot cover all merchants. The open ecosystem has become a WeChat payment solution.

Today's WeChat Pay has 2.3w service providers, 1800+ banks and payment institutions, 100w+ ecological business partners, and 97% of transactions. These ecological partners have helped merchants in the WeChat ecosystem go further online and smarter. In the past year, WeChat has been committed to digitizing paper coupons, helping merchants become smarter from the starting point of business operations.

The benefits of this are many. You will never lose paper coupons again, because the coupons are in your phone; you will not mistake the discount time of the coupons, because you can only see and use the coupons during the discount period; Merchants will not worry about the printing cost of paper coupons and the unrecognizable discount discounts, everything is more intuitive and clear.

But this matter is not simple. In this process, all stages of issuing coupons, verification and reconciliation need to be digitized. It's just that it is not easy to become a reality with the efforts of the platform and ecological partners. Today's WeChat electronic coupons have covered 1,000w+ merchants, and the actual write-off discounts were 22.9 billion, which has stimulated social consumption of 520 billion.

Another story is Zhang Ying’s own insights. When he and his team were conducting research, they found that many merchants would print out their payment codes and seal them with plastic film, and write the sentence "After WeChat transfers, show them to the boss." a bit".

At that time, the WeChat payment team saw the merchant's "small" needs through this receipt code of ordinary merchants, and therefore they decided to make code cards to distribute to small and micro merchants. Let merchants do not need to plasticize themselves and write by themselves, and the tools provided by the WeChat platform can meet these needs.

Today’s WeChat payment team has issued 5000w+ payment codes and 1100w+ payment speakers to small and micro merchants. The monthly account of the WeChat payment team has reached 4800w, and the number of users who are polite to receive payment has reached 4500w. Operation guarantee The insurance is 2200w.

WeChat Pay provides many benefits to small and micro merchants, such as free cash withdrawal, business security insurance, safety insurance… These are largely not done for profit, but to subsidize small and micro merchants. Zhang Ying said:

We have never made profits from small and micro businesses, and we have very large losses every year.

But as a tool, when someone benefits from the tool, some people may be "injured" because of the tool. The number of users of WeChat Pay has increased, and the number of users deceived has also increased.

What Zhang Ying was most proud of last year was that the WeChat payment team and other teams in WeChat worked hard to achieve the goal of "No Deception in the World". This year, WeChat has dropped by 90% compared with the average daily large amount of defrauded funds at the beginning of 2021. This is the result of the efforts of the entire team.

If the above scams may cause users to lose hundreds of thousands of funds, there is another type of transaction deception that will make users lose less, but it is also very painful, that is, deposits.

A user once reported to the WeChat payment platform that shared bicycles queued up to refund the deposit. He ranked behind 150w users who queued up to refund the deposit, and received his own deposit indefinitely.

The existence of WeChat payment points is to avoid such a situation, reduce transaction friction for merchants and brands, and make trust simple. The user wants to use the power bank without paying a deposit, because his payment points show that the user is trustworthy. Gyms and mobile phone recharges have become platforms for payment points to show their talents.

What is worth looking forward to is that in the past, users often paid more because they forgot to cancel the automatic renewal service. Zhang Ying revealed that WeChat Pay will also promote the "Don't Pay" function of WeChat Pay in the future.

WeChat Mini Program: at your fingertips, everywhere

WeChat also receives the most attention from the specific data of the mini program each year.

This year, the number of daily active users of Mini Programs has reached 450 million, and the average number of daily usage has increased steadily, an increase of 32% compared to 2020.

In specific areas, mini programs have 700 million cumulative service users in epidemic prevention and control; Tencent document-type tool collaboration mini programs that have played a role in the unseen floods in Zhengzhou for many years also have 750 million cumulative service users; government affairs The service is used by 100 million+ users every day, and users can complete the annual car inspection in 3 minutes, without having to bring a bunch of data offline.

Young people pay attention to food, entertainment, and aviation; young people pay more and more attention to food, marriage and medical care; elderly people pay more and more attention to their own quality of life, and they are also investing in shoes and clothing, home textiles, art and culture More and more attention.

This year, catering, tourism, and retail industry transactions have increased by 100% year-on-year, which is also proof that the industries most affected by the epidemic are actively self-help through online services. Active Mini Programs have steadily increased by 41%, and the number of Mini Programs with transactions has continued to grow by 28%. "Everyone seems to be more and more accustomed to spending and enjoying life on Mini Programs."

This year, businesses are reviving their stores through online and offline linkage. Activate the brand shopping guide to promote the brand's repurchase rate and accurate recommendation, and improve the brand's faster distribution efficiency through the distribution of nearby stores. This year, 30% of the mini program's transaction volume comes from stores and shopping guide channels, which is a better proof of the mini program as an online and offline linkage tool.

This year's Mini Program also has more cases of connecting hardware devices, such as air conditioners, washing machines, coffee machines…Through the function of connecting the hardware, the Mini Program provides users with a more convenient way of connecting devices and a lighter control experience.

Next, the mini program will also go further in adapting to ageing transformation, privacy protection, and protection. By providing a better experience, more support from service providers, more business methods, and more social responsibilities, we will continue to move towards the goal of "reaching at your fingertips and everywhere".

Search by WeChat: All scenes can be searched at your fingertips

We have always regarded Sou Yisou as a simple business to solve problems for users to meet their needs-if someone has some positive experience as a result, it is not our goal, but a natural result in this process. .

The content shared by Zhou Hao, the lecturer of WeChat Open Course, is somewhat "Versailles", but the meaning of this expression is the same as the video account, applet, and payment shared earlier. Souyisou should become the connector of the WeChat ecosystem, and ultimately achieve "Use WeChat, search all" goals.

In recent years, the penetration rate of WeChat users Sou Yisou has gradually increased. Through continuous enrichment of data and improvement of matching capabilities, the daily active users of WeChat Souyisou have reached 700 million, and the search terms have become more long-tailed.

The linkage between the Mini Program and WeChat Souyisou also allows Souyisou's content pool to have more content. When searching YYDS on WeChat, users can see the result query provided by Xiaoji Dictionary. In general, Souyisou’s traffic increased by 139%, and Souyisou’s traffic contribution even accounted for 68% of the daily activity of the mini program.

The search results are not only content, but also services. In addition to information, WeChat Souyisou has provided users with more official appointment channels and authoritative popular science content. The decentralized form of direct connection function directly helped many users to directly complete hospital registration appointments through Sou Yisou. 100 million+ users have used this function, and users can use Sou Yisou to complete 5100+ public institutions. Hospital registration service.

As for the aggregation of official accounts, the brand official area of ​​precision marketing performed well in the past year. In the distribution of brand coupons, Souyisou coupons accounted for 31% of all channels, and new customer acquisitions accounted for 10%+ of all channels.

Today’s WeChat Souyisou has a variety of search paths, such as fingertip search by long-pressing the chat bubble, expression search through the chat magnifying glass button, long-press search for chat pictures, and word search when reading articles. In the future, Sou Yisou will make further efforts towards "WeChat all scenes can be searched at your fingertips".

Enterprise WeChat: Connection creates value

Three years ago, Zhang Xiaolong said in an open WeChat class: "If an enterprise WeChat is only defined as a communication tool within the enterprise, its context and significance will be very small. Only when it extends to the outside of the enterprise can it be produced. Greater value.” From that time on, enterprise WeChat began to communicate with WeChat, that is, people as a service.

"Connectivity" is the theme shared by lecturer Huang Tieming this time, and it is also the core force of enterprise WeChat. Every hour, 1.15 million employees use corporate WeChat to serve users on their corporate WeChat, resulting in 140 million service processes.

Huang Tieming explained how enterprise WeChat contributes to social development through four actual cases: Sophia, Wuling Hongguang, DJI Agriculture, and Hubei Yichang Community.

Through corporate WeChat, Sofia's millions of distributors across the country have opened up the entire digital chain of production and sales. The Sofia headquarters connects 7 factories and tens of thousands of dealer employees across the country to realize integrated management of accounts, data, and processes.

In Wuling Hongguang’s corporate WeChat group, some car friends suggested that it is inconvenient to hang bags in the car. Wuling Hongguang added two hooks next to the driver’s seat. This direct daily chat interaction has also become Wuling’s innovation secret. The model MINIEV is the best example.

In addition, using corporate WeChat, DJI Agriculture has realized remote training of farmers and timely answers; Hubei Yichang community easily connects residents and grid staff, so that "government services are not required to run at a time."

Huang Tieming also announced a news that is worth looking forward to: next week, the enterprise WeChat will launch a new version, which will release two new capabilities of connecting video account and WeChat customer service. Related information will also be reported by Aifaner for the first time, so stay tuned.

This year's WeChat Open Class PRO did not surprise Zhang Xiaolong, nor did it announce the annual data of WeChat. It mainly focused on the five key components of WeChat: video account, WeChat payment, applet, Sou Yisou, and enterprise WeChat.

From these published data, we can also see the changes of WeChat in the past year, and at the same time, we have more predictions for the new functions of WeChat in the coming year.

Not too interesting, not too optimistic.

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Ai Faner | Original link · View comments · Sina Weibo