After Fleeing Wechat, Can Baidu'S Direct Number Seize The Opportunity?

When the direct number of the 2014 Baidu world came out, especially at Li Mingyuan's meeting, he especially mentioned the weakness of WeChat public number, so there were many analyses about the competition between direct number and public number and the bad quality of London. From the perspective of enterprise users, these two products do have their own advantages and disadvantages.

"Direct number" is a full set of enterprise mobile terminal solutions: from marketing to payment, from push to booking. This is almost the same as the WeChat public number, and there is also the media advantage of content communication. Baidu's "direct number" entry is all browsers and search, WeChat public accounts are rooted in WeChat, and there is only one entrance, WeChat.

The socialization of WeChat makes the content communication of enterprises have better soil, especially the WeChat public accounts inside WeChat, WeChat users have a long online time, but the problem is that the subscription numbers and service numbers of enterprises are separated, and content spanmission and service are separated.

Link people and services, and promote the upgrading of traditional industries, these enterprises from the perspective of the interpretation of the article has many, do not repeat here. I want to look at today's WeChat and direct numbers from the consumer and personal level.

What is WeChat today for personal users? Yes, I think WeChat has changed from social tools to working tools.

When WeChat has become so heavy, when there are countless Tucao "kidnapped by WeChat", there is a kind of undercurrent that can not be ignored: This is fleeing WeChat.

The first person to use WeChat, three years ago, do you remember the crazy High on the WeChat side of Daming Lake? I can't say the earliest people who used WeChat, but at least very early, when WeChat did not have friends circle, they began to play. Even in July the year before last, he gave many suggestions to Zhang Xiao you.

At this time, my WeChat friends are all good friends. Later, with friends circle, everyone in the circle of friends sent some food and drink, for example, I traveled to Taiwan around the island the year before yesterday, because many friends were concerned about this. So when the Taiwan hotel network was bad, I would rather circle friends in the corridors on the first floor and outside the room, so that friends could understand this process, and then interact with friends, and the trip became more enjoyable.

Today, it is undeniable that when WeChat became a mobile communication tool for 600 million people, your boss and colleagues were already on WeChat. The working group even discussed the work in the middle of the night. While the boss knew you were in it, "Forever online", you could see that even at 11:30 in the evening, how would you like to speak?

Is the circle of friends less than that? When many colleagues and bosses are on WeChat, the circle of friends has become a tool to install and force. At 10 o'clock in the evening, your office colleague has posted a sticker with "good hard work and overtime work", and bought it in front of the boss.

Originally, friends can't eat or drink, because the boss is watching them. In my opinion, the biggest change in WeChat between two years is from the exchange of friends into office tools. Yes, the mainstream position of WeChat is determined. This is the victory of WeChat, and what do you do with it? Everyone who is in the workplace thinks of it at the moment, I am afraid it is just fleeing WeChat!!!

The convenience of WeChat tools is undeniable, so it has become a universal office tool. At the moment, WeChat is too heavy. In particular, the constant electricity supplier, constantly micro shop, has accelerated WeChat's "metamorphism".

A few days ago, I saw my friend "Kent" in the circle of friends. "Social networking starts with about guns, fades in chicken soup, and finally electricity providers." I think so.

Flee WeChat Under this undercurrent, the Baidu direct number has been launched outrageously. For individual users, the direct number is quite different from the value of WeChat. WeChat is a social tool, and it has to be used, and the direct number is more for individual users. For example, I can search the sea and search for hotpot through search and map. APP will recommend the direct number of the fishing ground. I can find the nearest seabed, make a reservation on the direct number, and order the dishes after the shop.

To put it plainly, this is actually the "Baidu, you know" in the PC era. But in the mobile era, Baidu's advantage has been hit by social networking tools and mobile APP. Now the direct number is in fact all the means of calling Baidu, in the mobile terminal re remodeling Baidu, you will know the status.

Attention, just "Baidu, you know" position, because combined with mobile subversive, Baidu has started "Baidu, you get", search as a service.

"Baidu, you get", search as a service, these ideas actually Baidu at the beginning of this year has been put forward. Only in this 2014 Baidu world, the launch of the direct number has brought together a variety of Baidu's mobile products, including Baidu's client to search for diversion, maps. Glutinous rice And Baidu wallet has been able to get the whole chain open and form a closed loop.

Besides these technologies, products and scenario applications, a psychological undercurrent of users -- fleeing WeChat can not be ignored.

Extreme extremes and excessive social networking tools have caused people to escape. The so-called "fleeing WeChat" actually needs to escape from social networking tools, and WeChat is its representative. I think people do not need social tools, but the past is too hot, especially the heavy WeChat has become a typical case of "social interaction is everything".

When WeChat let people escape, the direct number was launched at this time. The enterprises certainly liked the four advantages of "direct number", such as "Guang La Xin", "high spanformation, strong retention, easy to open", which was cited by Li Mingyuan. It improved the order spanformation of new and old customers, and ensured the retention of old customers, which in turn stimulated the growth of orders. Li Mingyuan called the "direct number" as a bridge, linking business services and customer needs through mobile Internet, promoting spanactions and realizing the combination of online and offline services.

But for individual users, how to attract them to use direct numbers and search in the corresponding scenarios instead of asking for help? Circle of friends From the early "omnipotent horizon" and the later "omnipotent micro-blog" to the present circle of friends, can we again achieve "universal direct number" in the future?

I think the direct number is based on Baidu's middle page strategy, landing on the mobile terminal, based on Baidu's technology, "Baidu, you get" this idea has been implemented, but the Baidu direct number needs to be social networking. This is the key to attracting users. Social interaction, not too much, not heavy, but there must be.

For example, I ordered a restaurant, I could send the address to my date friend, or I could send my geographical location directly, so that the small partners in the group would come here. These are still needed.

The competition between the direct number and the public number is, in fact, the competition between the application of the scene and the social tool. Baidu has access to the scene, but what is missing is the social gene that Baidu has never had.

Direct number, everything is ready, only a little social Dongfeng. If the short board is added, the direct number will be unified at the mobile terminal.

In fact, WeChat's emotions and undercurrents are the opportunities of Baidu.