Author Asa

Editor Yu Sanyo Bai Xiaosheng

Intensive updates have forced people to hammer out Tencent's thinking every time it falls back.

According to the introduction, enterprise WeChat now supports users to create group sessions with external WeChat contacts. Enterprise employees can invite corporate WeChat and WeChat contacts into group dialogue, a single group chat including WeChat and enterprise WeChat on both sides of the group membership limit of 10 people.

Edong Power learned that to achieve the "intercom group chat" function, three conditions need to be met: first, the enterprise has passed the verification; Once the criteria are met, add external contacts on the WeChat side directly to the group members. In addition, for unverified enterprises, enterprise employees can experience single chat and group chat on the enterprise WeChat side and WeChat side by adding their own WeChat.

Photo from Enterprise WeChat

Enterprise WeChat said that through the opening of "group chat", hope that can once again reduce the cost of communication at work enterprise users, so as to better connect the relevant people and information outside the enterprise, to give enterprises greater capacity. In the future, enterprise WeChat will continue to explore more possibilities to connect to WeChat, to help enterprises solve practical problems, improve work efficiency, and help business growth.

WeChat, one of Tencent's "seven toolboxes" for smart retailing, is becoming more and more "outward-thward" in style. What is the direction in which it continues to connect externally? How will it be deeply coupled with the other six "toolboxes"? What substantial help will tencent's smart retailing bring, and what possible effects it will have, may have a profound impact on the retail landscape over the next decade.

Tencent's birth of social genes in the business scene, whether the "human feelings" and efficiency can really match, can bring about new changes in the retail industry, and whether Ali new retail can feel the shock? This may also be the answer that enterprise WeChat itself needs to seek.

In March this year, the enterprise WeChat and WeChat messaging interoperability function officially opened internal testing, announced that the enterprise WeChat took the first step of "going out". Thus, enterprise employees can add friends through enterprise WeChat and customer WeChat, send a single chat message, so as to achieve the precipitation management of customer resources, improve the membership system.

From the outside, the enterprise WeChat this action in the corporate image management and the protection of corporate customer assets played a substantial role. Employees through the enterprise WeChat contact customers, will be directly displayed in the customer's WeChat interface enterprise certification of the real name and company name, recognition is very high, but also to create a good formal image.

This is essentially a problem of mutual trust in transactions, enterprise WeChat solves the problem of verification of the identity of natural persons. In the view of Luo Zheng, vice president of shadow fashion group, the enterprise WeChat solves the trust relationship between the consumer and the brand, the difference between the enterprise WeChat and WeChat is like the difference between the enterprise mailbox and the personal mailbox. "Even if customers trust store clerks very much, there is still a need to build trust in enterprise-level certification in specific scenarios, such as shopping and transactions, " says Mr Luo. " 

With certified "identity", "guide purchase" as the enterprise WeChat cut into the retail side of the first vertical scene, will be very natural based on "trust" and play an important role in smart retail.

In the March announcement of weChat, the company mentioned that for the financial, retail, real estate agencies and other industries, sales staff often need to contact customers through private WeChat, customer tracking services. In the past, through WeChat, enterprises can not quickly and effectively manage customer resources, but also because sales staff leave to take away customers, resulting in customer loss. Enterprise WeChat and WeChat through, customer resources will be all precipitated in the enterprise WeChat, at any time can be viewed, updated and maintained, not affected by the movement of people. Discrete, disorderly operations are gradually shifting towards intensive and orderly operations.

According to Lu Qingwei, general manager of WeChat Products Department of Tencent WeChat Group, Enterprise WeChat "belongs to the role of the top-down" in these seven tools, and it tries to help enterprises connect to business capabilities in the form of "connectors" through the refinement of WeChat's capabilities, ultimately helping to realize the digital transformation within the enterprise.

A senior e-commerce trader said that the so-called "refining of WeChat's capabilities" is essentially the spread of social interaction and synergies, which in the past has been the work of generations of micro-business. Must go to the bottom, the first those who sell imported weight loss drugs on WeChat micro-business, perhaps is the social e-commerce's kaishan ancestors.

The e-commerce trader believes that the development of things is regular, WeChat ecology may also have to go through a "Taobao→Tmall" change process. "If the micro-businesses that grew up wantonly in the past were C2C and Taobao, weChat would be more like B2C's Tmall, directly representing the brand image and continuing to defend its interests."

Predictably, in the near future, traditional micro-commerce and "orthodox" shopping can still coexist, but the direction of the two will gradually divide. Micro-chambers sell more goods with functional, regional and cultural characteristics, while brands sell directly through weChat.

To some extent, the company WeChat's guide has become a certified big V on Weibo, from a grass-roots people into a "golden mouth" with official endorsements. For these guides, in the past in order to sell goods had to add customers WeChat, resulting in the wrong thinking is the day of micro-business is coming to an end. With the enterprise WeChat, this group of micro-businesses turned positive. 

In Debang Express, couriers through the enterprise WeChat to add customers, logistics information can be in the enterprise WeChat and customers WeChat at both ends of the instant synchronization, called a good case of short-chain collaboration. This case points out that for the merchant's terminal - the guide purchase, the enterprise WeChat to WeChat has more depth, the guide purchase can provide a better service experience, and thus obtain higher sales results.

At present, enterprise WeChat has been able to build groups with external contacts, although there is a temporary limit on the number of people, but once the release of the function is a marketing edge. Enterprise WeChat in the guide purchase can be described as "micro-business turn positive", behind the brand endorsement, the ability or Tencent to give the social ability, practical methods are actually micro-business those sets of idimatical means. Well, it may be useful to borrow micro-commerce to make some guesses about the future action of WeChat on the marketing side.

(1) Enterprise WeChat supports mass development

Compared with group chat, group hair also has its own characteristics: (1) group chat form is one-to-many, and easy to be blocked, group hair form is one-to-one, contact efficiency is higher;

(2) Enterprise WeChat can send a circle of friends

Friends circle as a super entrance, touch Dudd force amazing. Edong Power learned that many micro-business deals come from the circle of friends, acquaintances even directly save the exchange link. Even raw guests, often willing to take the circle of friends as the "entry" to select goods, pick and then private chat micro-business. Enterprise WeChat directly presents marketing content in the circle of friends, in line with business logic.

Merchants familiar with WeChat's ecology pointed out to Edbon Power that there are two problems with weChat's marketing content in its circle of friends:

First, the pollution of marketing content to the circle of friends. Predictably, even if the support enterprise WeChat to launch a circle of friends, there will be an initial number of restrictions to avoid pollution, but a customer may add multiple brands of enterprise microstaste, and thus suffer from multiple pollution.

In addition, some customers do not like to see friends circle ads, some customers are used to watching friends circle ads to shop, there is little way to balance the two preferences. Perhaps adding a switch that users choose to see and not see is a solution.

The second problem is that weChat's marketing content should be considered advertising, which conflicts with Tencent's social advertising. Tencent's social advertising website shows that it currently has only two places on WeChat, one is a circle of friends and the other is a public number. From the touch of Dudd force and influence level, the circle of friends advertising undoubtedly occupies a more important position.

At this stage, the melon-eating masses can also say that the two delivery mechanisms are different -- one is based on the accurate delivery of big data, the audience is all WeChat users; But in the far future, how to balance the roles and interests of the two may be a test of Tencent's wisdom.

Whether it's new retail or smart retail, digitalization is the foundation, and weChat is part of digitalization. For the closest guide to a retail store, the most intuitive digitization is the customer's digitization.

Enterprise WeChat support documents show that enterprises can through the enterprise WeChat API interface, directly connected to the self-built CRM system, will be weChat imported customer resources unified management and precipitation. Enterprise employees can "mark" WeChat customers in their address book, and super-administrators can find the "Get Enterprise Customer List" menu in the API to obtain the ID of all external contacts "Marked as Enterprise Accounts" for unified management of external customer profiles. In order to allow employees to quickly understand customer habits and preferences, super administrators can also be in the "associated enterprise customer library" hook up the URL connection of enterprise CRM system, convenient for shopping at any time to access.

Enterprise WeChat brings digital transformation, far more than the digital level of customers. On May 8th, WeChat came online with four basic capabilities, including messaging, small programs, enterprise payments and micro-workstables. In addition to personal WeChat, business cards, WeChat groups and other social information, but also includes WeChat wallets, small programs, WeChat payments, vouchers, electronic invoices and other tools of all support.

In this way, the guide purchase can be directly in the enterprise WeChat side of the goods or services of the small program forwarded to customers, enterprise payment can achieve external customers and partners to collect payment, more convenient guide purchase for tout marketing.

Small programs and WeChat payment access, directly to a large number of information, e-commerce, local life services and other functions into the enterprise WeChat, in order to achieve information integration, collaborative management and management efficiency.

To a large extent, the enterprise WeChat has become the back office of the business information. Brands, merchants and 1 billion WeChat users to establish contact and provide services will be through the enterprise WeChat. Guided purchases are the nerve endings of touch, and small programs and WeChat payments are the source of data. Merchants gain access to consumer-wide data through an entire digital path, and develop intelligent and accurate marketing strategies to further optimize market performance.

It is worth mentioning that a senior retail person pointed out to Ebony Power that the digitalization of enterprise WeChat is still based on WeChat's strong social heritage. Tencent has a natural advantage in the digitalization of human beings, but being far away from the goods is its natural disadvantage. It should be pointed out that the "goods" here is not only reserved on the WeChat platform of goods, but also includes production, transportation, warehousing and other supply chain process, want to use enterprise WeChat through order management, ERP and other enterprise resource systems, to achieve the integration of real information, there may be a long way to go.

In the future, when the enterprise WeChat enterprise management and information resources to fully open up, the business information back office really transformed into a smart retail platform, perhaps through the chain of very long, very little delay in information resonance, to achieve the intelligent business expectations of the whole link coordination.

Some people in the industry believe that enterprise WeChat is for retail enterprises digital transformation to expand the path, platform, there will be more and more enterprises through the enterprise WeChat connection to the human cargo market, to achieve efficiency and cross-border integration. Digital transformation is a key component of supply-side structural reform in the retail industry, enterprise WeChat is involved, its texture must continue to develop, in order to provide a solid enough platform, really play the role of connectors.

Whether or not the above guesses can be verified, how the enterprise WeChat up the currency, down more catch people will be the direction of continued concern of the state.

In the near future, if you see the brand guide through the enterprise WeChat issued a circle of friends, please do not be surprised.