"Differentiated services will always be one of the important models for Internet companies to achieve profitability." Zhou Xin concluded.
The underlying logic of the paid membership mechanism of a large number of Internet services in the future is differentiated services, and the most common application is video websites.
Tencent has even taken this to the next level, with yellow diamonds, red diamonds, pink diamonds, etc. Different diamond aristocrats provide users with different differentiated services, with up to 7 differentiated services.
After listening, Robin said: "I feel that search engines are not very good at providing differentiated services.
Because search engines hope to provide users with the search results they want. If you provide differentiated services through search engines, it will be difficult for users to perceive this.
I can technically say that more advanced algorithms and stronger computing power are provided to paying users. It only takes 1 millisecond for paying users to enter the search content and obtain the result text, while non-paying users need to spend 10 seconds. millisecond.
Such differentiated services seem to have little meaning. "
Pony Ma thought that Tencent was better at providing differentiated services. QQ Show and Enterprise QQ gave them great inspiration.
Zhou Xin said: “Yes, so the profit model of search engines is advertising.
Using the ad distribution system can describe your ad push logic to users very well, and users will also have a high level of acceptance of this.
It is not impossible for search engines to provide differentiated services, but the technical difficulty will be very high.
In my understanding, it is now the second generation of search engines. Compared with the mechanical stacked index of the previous generation, the second generation of search engine technology can crawl text from all website links, compare it, and then sort it.
I think the next generation of search engine technology should be based on artificial intelligence. This means that search engines can answer questions.
For example, if I mention my budget and my travel preferences, the search engine can automatically make a plan for me.
From where to go, to which day's flight to buy, to which hotel to book, travel routes, etc., search engines can provide a complete set of solutions.
The second-generation search engine requires users to break down the question into more detailed questions, and then give answers one by one. I need to ask the search engine for the address of the airline’s ticket purchase system, and then go to the ticket purchase system to find the flight status.
In short, the third generation search engine should be based on the aggregation of answers based on artificial intelligence technology.
If Baidu can achieve this level, then differentiated services can completely charge third-generation search engines. "
Robin listened very enthusiastically, but the more he listened, the more he felt cold: "Junior brother, what you said is too difficult, and it is not a technology that can be realized in the short term.
But I think this can be used as a direction. After listening to it, I have a general direction on how to do the third generation of search engine technology. "
Zhou Xin said: "You can think of the third-generation search engines as personal assistants. Today's search engines only mechanically integrate results, while personal assistants can give you comprehensive solutions."
Pony thought to himself, qq can do this, which is equivalent to embedding a personal assistant under the friends column of qq. He also thought that now QQ can also be used as a search engine, put it in the friends list, and then put this search engine at the top and that's it.
After organizing a dinner party for Pony and Robin, Zhou Xin talked to Pony alone the next day about how to promote Enterprise QQ.
Compared with Baidu, he was actually deeply involved in the product design of Enterprise QQ, and gave a lot of targeted suggestions in the design process and promotion process.
After talking to Robin, Zhou Xin didn't know what decision the other person would make, but no matter what decision he made, it would be a loss for him.
It is nothing more than the difference between long-term interests and short-term interests.
Why is Zhou Xin obsessed with getting China's Internet to go global as soon as possible, including letting Baidu block Google in advance and letting Enterprise QQ come to Americen for promotion?
The fundamental logic is that in the future, China's Internet companies will be too slow to go global and will wait until the international situation worsens before starting to go global on a large scale.
This has allowed foreign Internet companies to comfortably enjoy the first-mover advantage for a long time. In the foreign Internet field, once the pattern is formed, there will be no latecomer competitors.
Take the e-commerce field as an example. After Amazon occupied the first market share, it has never faced a decent opponent. Later Internet entrepreneurs will subconsciously avoid the e-commerce field.
Even though Taobao is already at its peak in China, accounting for nearly 80% of the market share, JD.com, Pinduoduo, and Douyin Shopping are successively launching attacks in this field.
This is a big difference between the Internet fields of China and Amerikan.
Internet companies such as Pinduoduo, Douyin, SHEIN, and Shopee have all been very successful in going overseas, but the timing is a bit awkward.
"Pony, tell me what you think about Enterprise QQ. I can see from the semi-annual report that Enterprise QQ has achieved a revenue of 50 million in China, and more than 20 companies have chosen to introduce Enterprise QQ.
Among them is Pengcheng Foreign Trade Corporation. After accessing Enterprise QQ, they opened Enterprise QQ services to more than 300 foreign trade companies.
I think the data is very eye-catching, and Tencent’s team is very capable and vital. "
When Pony talked about the company and its products, he was completely different from his usual self.
He went directly to the topic: "Newman, just like the financial reports of listed companies, they will embellish the numbers to avoid problems.
The same is true for corporate QQ. Our hidden worries are hidden under the semi-annual report.
I have also been constantly summarizing and reviewing during this period. In summary, I have three questions:
The first is that the threshold for enterprise QQ is too low, which leads many companies with development capabilities to plan to do it themselves after using enterprise QQ.
After using Enterprise QQ, the provincial companies of the three major operators, such as Guangdong Telecom and Zhejiang Mobile, plan to develop similar products themselves.
This has put a lot of pressure on us. At the same time, NetEase and Sohu are also going to enter this market.
At present, Huaguo calls enterprise qq an enterprise instant messaging product. The commercial value of this set of products has been reflected. We cannot avoid direct collisions with competitors in this field. "
Alibaba has not been able to take care of it yet. They have been busy connecting with NewPay and introducing NewPay’s credit pledge system to buyers and sellers.
If Alibaba reacts, Alibaba, which has more than 20,000 small and medium-sized foreign trade enterprise resources, will be Tencent's biggest rival in enterprise instant messaging products.
"Take the three major operators as an example. After they made it, they just provided it to their own internal employees, and the development and operation costs came back.
They develop and operate it themselves and then provide it to employees across the country. This cost is definitely cheaper than buying it from us.
Therefore, the first-mover advantage of enterprise qq is extremely limited, and we need to face direct competition from a large number of companies.
Many manufacturers even plan to enter the field of instant messaging. For example, NetEase has launched NetEase Bubble, focusing on instant messaging for ordinary users. "
“The second point is that it is difficult to find a point of differentiation that allows customers to choose us instead of other manufacturers.
The functional barriers are too low. If we develop any functions, our competitors will easily copy them in their own software.
There are almost no barriers. Even if we put a lot of effort into developing the read function, it would not take more than three months for our competitors to develop it from scratch.
We have been thinking about what is the unique advantage of Enterprise QQ compared with other enterprise instant messaging products?
The third is that Chinese enterprises have low demand for informatization. The vast majority of companies don't think it's necessary. They don't even use email addresses. They just call when they have something to do.
The address book is placed on the desk. If you need anything, just look through the address book and a phone call will be over. "
Zhou Xin knows what QQ’s biggest barrier is: “The questions you mentioned are very top-level questions, and they are not specific enough.
If you look for answers to these questions that are not specific enough, it will be difficult to find satisfactory answers.
The first and second points are actually a problem, that is, the barriers are too low and it will not be difficult for other companies to copy.
Then we need to find advantages for Enterprise QQ. What can Enterprise QQ do that other enterprise instant messaging software cannot do.
Let’s dig deeper into this issue. Facing the competition from NetEase Paopao, will QQ feel the pressure? "
Pony: "No."
Zhou Xin continued: "In the face of corporate NetEase bubbles, will Enterprise QQ feel pressure?"
Pony: "Yes."
Zhou Xin: "With the same logic, NetEase can copy the functions that qq has. Why doesn't qq feel the pressure?"
The final analysis is that the user relationship chain of qq involves users from all over the world, and NetEase Bubble cannot copy the user relationship chain of qq.
Enterprise instant messaging products are nothing more than internal use, and internal use results in the relationship chain being controlled by the company that purchases your product.
They can choose whichever product they want, and transfer the relationship chain within the company to other products, which is nothing more than a word from the leader.
Therefore, barriers come from complex relationship chains. The simpler the relationship chain, the harder it is to remove it.
Enterprise QQ needs to change its approach. Like the case you mentioned, the Foreign Trade Corporation in Pengcheng, they moved hundreds of small and medium-sized enterprises to Enterprise QQ.
It is very difficult for them to replace their enterprise QQ with other products.
Therefore, in order to solve this problem, the target of enterprise QQ should be the core enterprises of the supply chain in the traditional field.
They lack development capabilities themselves and can only rely on the development capabilities of suppliers. And they involve upstream and downstream suppliers.
Enterprise QQ helps these core enterprises and their upstream and downstream suppliers realize real-time information exchange.
Equivalent to the target of enterprise QQ should not be a single enterprise, but a string of enterprises surrounding the core enterprise and the entire supply chain.
Of course, it is not easy to achieve this goal, so Enterprise QQ needs to find new functional points that can empower core enterprises in the supply chain.
I have a preliminary idea, and we can develop around this idea. "
(End of chapter)
