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Zhang Xiaolong said that now every time the user changes the mobile phone, the APP in the mobile phone will be reinstalled, and now the installation rate of the APP is getting lower and lower. Sometimes you have to find a feature, you have to re-install this app. For example, many users will buy train tickets in WeChat wallets. For some non-high frequency requirements, there is no need to install them. However, it is not easy to install a function from the public number. We hope that there is a new public. No. Form, the user below pays attention to a public number, just like installing an app. When he is looking for this public number, he is like finding an app. In normal times, this number will not send anything to the user, so the APP will exist there very quietly, and it will be good to find it when the user needs it.
Zhang Xiaolong said that this new public number, that is, the "application number" is still in the exploratory stage, and now it is only a spoiler in advance. It is foreseeable that this will be a more lightweight service that will save users a lot of time.
The following is the full text of Zhang Xiaolong's speech:
Good morning everyone! I am Zhang Xiaolong of WeChat!
1. From the communication incident last night, why is WeChat strict in many rules, platform interfaces or systems?
There may be some friends who feel that it is quite sudden. I am also suddenly coming in to participate in such a meeting. I am very happy to meet you here. I rarely attend meetings, and many people may not understand. In fact, our colleagues know that I have always had a point: in an era when the mobile Internet is very developed, it is a waste of time to attend meetings. Therefore, I generally told our colleagues that I should attend as few meetings as possible, but I am not saying that it is a waste of time for everyone to attend this meeting. I think this time is still very valuable.
In fact, the conference itself will not waste time, but for WeChat, we will face hundreds of millions of users at the same time, we will feel that we should focus more time on users. In terms of WeChat volume, what we directly face may be the occurrence of some things for hundreds of millions of users, such as some communication.
We have just experienced a particularly large communication event. Last night, many people who were here were in the circle of friends who had their first friend and how many red packets were sent. This data actually made us busy last night. We said it was a butterfly. Effect, a very typical propagation event. Maybe everyone didn't think of it. It was just a "WeChat Open Class" activity in the circle of friends, but it led to a series of things happening.
We saw such an event page being exposed in a circle of friends last night. In fact, the purpose of this activity is to say that everyone at the event will sign it. The people on the site can access such a data and go to the circle of friends. Yesterday, the link was leaked, and more people went to the point, and then went to pass, which brought the first question: the link was too high and almost hangs.
When you hang it, it will bring you a second problem: someone starts to swear, and opening this link will steal your Alipay money. Many people believe, why? Because many people click in and find that they can't open. This time, another thing happened: Some people even started to untie their bank cards.
Was it really stolen? Then we were very anxious inside to deal with such a thing. We used to know that there is an effect called the "butterfly effect", saying that a butterfly flapping its wings in one place may cause a storm in New York. In the past, we found it difficult to happen around us. It took about an hour or two last night to happen, and it was unexpected for our colleagues in this activity.
So we just discussed with colleagues in the public relations department that they will be disbanded after the meeting, I said, not so fast. Because the butterfly effect itself is very difficult to encounter, but on a platform like WeChat, it really happens in an instant.
I started with this. In fact, I want to explain one thing to you. WeChat is a platform. Why do we have strict rules on many rules, many platform interfaces or systems, because there is actually a little omission? It has been enlarged many times in this platform, and this magnitude is terrible.
Later, we will have a lot of colleagues to introduce all aspects of the WeChat platform. I actually came up with an idea today. I think there are a lot of questions, including those in the room. It’s really difficult for us to answer them one by one, and our Platform rules are also evolving.
Many people will say, why is your platform going to change? Why are your rules always unclear? Why can't we write them out clearly? Sorry, we really can't give a special thing because we ourselves It is also changing. I especially want to take this opportunity to share with you that one of our bottom-level thinking is that we treat our products and platforms. What is our own values?
We know that there are many ways to do one thing, and it is also like doing a product, but everyone will make different results. In addition to the different methods used by everyone, there is actually one of the lowest things, that is, you look at this. Things, you think about the values ​​of your products to decide, what kind of values ​​you are deciding what kind of things you will do.
What I want to share with you today is that WeChat believes in the values ​​of products and our platform. If you can understand our values, then I believe that when you are doing WeChat related things, you will know if you are doing things that will be We intercept or are encouraged by us.
2. Four values
In this section, I want to share four values:
First, I said, colleagues who may be Tencent are familiar with this sentence first. This is the value that Tencent has been emphasizing. It means that everything is based on user value, and user value is the first. It looks like a cliché or very common, but what I want to say is that this sentence makes a good product and a bad product open the gap . Everyone understands that the user is very important, but it really makes the user value first. There are not many products inside, most of them just use this as a mantra, but in the platform of WeChat and WeChat, we regard this as the first important thing as the most important factor.
Many people do not really understand this sentence, for example, give everyone an opportunity to say that WeChat here has some special interfaces or special permissions for everyone, they will be very happy. Many companies cooperate with us internally or externally. In order to cooperate, most of them are exchanges. I have any resources. What resources do you have? Let us exchange them. This is cooperation, but all cooperation will put user value at the end. Because your first consideration is the exchange of resources.
So we will not replace the user value with any, including external or internal, resource exchange. When we face a cooperation, we will first consider whether such cooperation is for the user. Value is not what the user needs. If we take this as the most basic consideration, we will naturally have a lot of cooperation, many decisions, make some judgments, and we will directly kill a lot of unnecessary behaviors. For WeChat and WeChat platforms, the more challenges we have now are not to say how much more we can do, but how many things we can block.
From a platform perspective, what we hope is that our platform will provide unlimited possibilities for third parties to develop, rather than saying that we are going to talk about a lot of cooperation, and even this cooperation is worthless to users. of. We should use WeChat to reflect this. We will feel that WeChat has been very careful to protect your experience with WeChat. You will not see what kind of group suddenly sent over WeChat. Suddenly there are some systematic messages. Come here, you think this is very accustomed to, but from our point of view, in fact, we need to do a lot of things to make the content inside WeChat very clean. From a business promotion point of view, there will be a lot of business within our company. If you send a message in WeChat, you can help, but there is no such result in WeChat.
For the outside world, in fact, we hope that the platform has some fair and just rules to treat users, so basically everyone will see that WeChat will provide some privileges here, for example, many friends will tell us, Can I make my friends more than 5,000 people? I said this is not possible because there are no more than 5,000 people in the system. My point is that the white list is a system flaw.
Some friends will also ask us if we can ask us if we can open a white list and increase the amount of WeChat red packets. Because I am a local tyrant, I want to send 800 red packets to others and open a white list for us. It’s a little effort, for our guests, it’s a different permission, it’s a showcase, we’ve really opened this whitelist, but we’ve turned it off recently because we’ve found that if we open one When the white list goes out, we will only create a comparison in the user, causing an imbalance, and this phenomenon is not the WeChat culture we advocate.
There are only two ways for the system to do this: one is a whitelist without privileges; the other is that if this demand is universal, there are many people who have strong needs, then the system should have a rule to release the demand instead of looking for it. Relationships or whitelists are used to meet the needs of a few people, which is not in the direction of our product encouragement.
This is about the value of the user. Here are a lot of examples. For example, many public accounts may use pull powder as his biggest appeal, but you will see that there is almost no place in WeChat that you can easily obtain. Fans. Here to consider, you have attracted a lot of fans, these fans are really willing to be attracted by you, this distinction is very important, if it is a fan that you are attracted by various means, this is meaningless, It also violates our consideration of the user's first value.
Suppose a public account has 10 million fans, but this is obtained under the circumstances that the user is not aware of, and it can be dangerous. Why is it dangerous? To give an example, we have a number of fans who have a number of fans. He dares not send a message because he drops the powder as soon as he sends a message. You can imagine again, assuming that the user does not like this number, and the harassment of his opinions is getting bigger and bigger. There may be a function in WeChat. In fact, the user said that the following number has not been accessed for 3 months. Is it possible to unsubscribe? Then you can unsubscribe. In this case, the bigger number is a bigger loss. But from the user level, this is the real user value. Therefore, in WeChat we have always said that we must not allow users to be harassed, and never allow users to push things that are not needed by users.
This is the first point I shared today. If you are doing a WeChat-related project, you will have a lot of choices. It is also a good idea to think about whether it is a value that is consistent with WeChat values.
Regarding user value, I shared an article about Amazon CEO one day. His article titled "Goodness is more important than smartness." I believe that everyone here is a very smart person, because everyone will think of many ways to deceive users. Deceiving users is the easiest thing to do, because it only needs to be smart. This is not true, because deceiving users though It's easy to get traffic and get the user's click, but it will eventually drive the user away. So this article is very good, goodness is more important than smart, how to be good to the user - this will be more important.
The second point I want to share today is that the value of the WeChat platform is to make value work.
What is the value of making creation? Around the public platform, from the birth of the public platform to the present, everyone has always felt that this is an open platform, we can use this platform to get fans, can do marketing, can promote, but maybe Rarely think about what the values ​​of the public platform are.
What does the public platform want to become? The public platform Since its first day of birth, the goal of the public platform is to make truly valuable things play its value. What is valuable? In the era of non-Internet, a valuable person or a team, even if you do a very valuable thing, it is difficult to reach the user.
But such a situation should not appear in the current era. So everyone has a strong desire. Since there are a lot of users, we should provide a platform for all talented people to use this platform to reach his users. This talented person is not just a person in the Internet industry, but a person from all walks of life, so we often use an analogy: to let a blind person massage in a building, he can also get a stable Customer base, this is the benefit of the breakthrough of the traditional physical conditions for the region when the information is underdeveloped.
So from the goal of the public platform, we hope to make more creative things come out in this platform, instead of saying that this platform is a place to do traffic, everyone can guide traffic in this place, not This way. Here we hope that all third parties around WeChat can think of a question. What do you want to do with this platform, whether you want to provide some valuable services to your users, or just want to use it to make a The flow of the flow? If you just do a flow of the flow, it is not what the platform is willing to see. No matter how the rules of the platform change, only creative things and valuable things are advocated by WeChat. No matter what changes in the platform, you don't have to worry about whether the things I do will be blocked by the platform.
We spent a lot of time last year to support originality. Originality is a very good thing, but in the past, from the BBS to the blog era, many people who write very good articles on the Internet are actually very difficult to get value return. If this is the case, this market environment will be bad. Bad money drives out good money. So we spent a lot of time doing originality as a very serious matter. The protection of copyright and the protection of content made the original development in the past year very great. Now a good author, his article written may attract an appreciation of tens of thousands of appreciation, of course, this is only a very small return. We believe that original articles are more in line with the value we need, and more in line with the value of users. Therefore, in order to support originality, the advertisements in the original articles are also particularly favorable for the advertisements, because the original traffic will not be particularly large. In the platform, we found that the traffic is not necessarily good. For example, the traffic of rumors like yesterday is very large, so the truly valuable things may not be able to get huge traffic, so we will support it from the platform perspective. .
So about creating a few values, just mentioned our original number here, there may be a lot of people here, I will not say that I am not writing a good article, I may not be able to write a good article, I just want to provide services, behind I will talk about a new thing and share it with you later.
Third, I want to share with you a basic value of WeChat. We think that a good product is a run-and-go. If it is used up, I will leave. Maybe you are not hearing the word for the first time. A good product is not sticking to the user, but trying to let the user leave your product. Do you agree? I do n't think seriously about agreeing, because I believe that everyone's work is all around, how to stick How to live users, how to let users stay in my products as much as possible, do not leave the product.
In fact, we believe that any product is just a tool. For tools, a good tool is to accomplish the user's purpose with the utmost efficiency, and then leave as soon as possible. If a user wants to be immersed in it, it is inseparable, just like you buy a car, you are finished, you arrive at the destination, you say that the air conditioner inside the car is particularly good, so stay in it, it is not what it should do. thing.
Therefore, the industry is very envious of WeChat is the user's time killer, but we have to consider how to help users to complete the task with higher efficiency, instead of letting users always have things to deal with in WeChat, so we will see WeChat. The circle of friends will be very strict, and all kinds of marketing will be treated very strictly in the circle of friends.
We just started to see the dynamics of some friends in the circle of friends, but slowly found that there are a lot of soul chicken soup in the circle of friends, which was induced by various kinds of content. If there is more information, the final result may not be the final result. Well, the end result may be that the user feels that the information in the circle of friends is too watery and too complicated. Slowly, his willingness to look at the circle of friends is getting lower and lower, which will become very scary. Because the number of entries in the circle of friends is particularly high, an average user has about 30 or 40 times a day to enter the circle of friends. This is an iterative process. We hope that every time a user comes in, it is not a quick screen, but they see it. It is what he is willing to see.
The same is true for other functions in WeChat. We hope that when users use WeChat, the highest efficiency will be done in WeChat, leaving time to do a lot of other things. Everyone here, when you are doing some projects based on WeChat, you may wish to think more about it from this perspective. What you are doing is helping users save his time and improve his efficiency, or just want him to continue to spend time here. time. If you want to let him kill time, you can write an article and write an article, the user will never go out, but the user may not dare to come in again next time. A good example of doing this, I think it is Google, Google has proposed it many years ago to let users search and leave. At this point, we will hope that the information in WeChat is as small as possible, and can only meet your most basic needs, so you can understand why WeChat has such rules.
For example, if you are a very early WeChat user, you will find that WeChat has never encouraged you to add too many friends. All your friends will be added after you pass the verification. In fact, if WeChat is a product, It is very simple to make a lot of friends, just import your QQ friends and mobile phone contacts into your friends by default. However, we have been very cautious. We always hope that our friends are not too many, so every time we add a friend, we are prompted to confirm whether the user wants to add him. I have never said that the batch has been imported. We often say that less is more, but in fact, this is also true. It will become a mantra, because no one really understands that less information means that users can handle it more efficiently, which means he can free up more time, meaning that the future of this product will become bigger.
Everyone will also see that we are very strict with the news. Many people don't understand why they can only send it once a day. Why not just twice a day, and limit each time. From the perspective of WeChat's products, this is a very basic experiential thing, but it is difficult to understand from the outside world, including a lot of media people will say that once a day is really not enough, we I hope to send more content to the user. That's because more people are speaking from their own perspectives. The more I send, the better, but I never thought that sending more means that users are more willing to watch. So everyone will also see why we have some interception of some inductive sharing, because the so-called induction sharing is that you share it, you get the benefits, but your friends have not benefited, your friend has to endure your sent-in One thing, this is also a basic principle of ours.
The fourth point I want to share with you is that we should make commercialization invisible as much as possible.
Why do we want to commercialize invisible? We find that many people are more anxious than We are commercializing WeChat and don't know why. But we do think that a good product is not contradictory to its commercialization and user value and user experience. Good commercialization should not harass the user, and only touch the part of the user he needs to touch.
There may be some people who don't play games, but it doesn't prevent another group of people from playing games. Playing games is a good commercial process from the system. Similarly, everyone will also see the advertisement of WeChat circle of friends. We are also very happy to see the circle of friends advertising for a year. Many users are still looking forward to seeing a circle of friends, because he rarely sees it. When the user has such a mentality, we will feel that this is the right thing, because the user does not dislike it, and sometimes even expects it. I also saw a video ad yesterday, I feel very good, but at the time I commented at the bottom, a little joking that "the goods are not right", because the content of the circle of friends and the real try is not too good, but This is an advertising creative thing.
So from WeChat, we hope that WeChat can be very commercialized, but it is not based on harassment, commercialization based on traffic. So the startup page you can't see now plays an ad, because we think this is a relatively low-level commercialization. And on this point, there will be an advertisement for the card voucher system. Last year, we sent a lot of coupons, and then we found that the actual usage rate of coupons is very low. More than 90% of them may have been abolished and not used. This is actually the same as in reality. . In reality, we may get a lot of coupons, but most of them will not use it. We will think that this is not a good solution.
There may be a very small number of users who have used a new coupon in WeChat. This coupon comes from a small story. A friend went to Lijiang to play. He lived in an inn and then the owner of the inn was followed. He said that if you introduce a friend to live in this inn, your friend will get a discount, and you will also get a small red envelope, which is a very obvious work based on social relations, it is special Vivid, especially convincing.
This story is very inspiring. We will try a coupon based on social relationships. We can see that many coupons are difficult to make before. When a coupon itself is too easy to get, there is no value because you are always at any time. Can get it. But for WeChat, this coupon is a coupon based on a friend's endorsement, which means that only your friend can go there to get the coupon. He can share it and you can use it. This is exactly the same story. corresponding. After we put such a new system online, we found that the write-off rate quickly went up, and the merchants were very happy, because this really helped him bring new users. The friend is also very happy, because his coupon has not been wasted, this is a thing that wins for all parties.
The point here is that it is also a commercial product, but it is done on the basis of very valuable users, not as an advertisement, but your friend gets a coupon to share with you, this is Very different.
Finally, share with you some of the things we are thinking about. Just as the public platform talks about originality, in fact, many people will feel a little depressed, because the public platform now looks more like a media platform, especially for people who are self-media, some writing or some content. But our public platform, our starting point is not just for the media, I am also a programmer for many years, we think that we should do something in 2016, the development-oriented group.
Where does this demand come from? We ourselves have observed that the first product that more and more startups make is based on the WeChat public number, rather than developing an APP because of the promotion cost of an APP. It is too high. In contrast, the public number can achieve the same thing, and can also get its users, and the cost or spread that users can get on WeChat will be better.
But our intention is not to make a platform that only spreads content. We always say that we are going to be a platform to provide services, so we even have to split up a service number later, but the service number still does not reach ours. The requirement is that the service number can be based on the service provided, and all service numbers are based on a request, which is not what we want to see.
Now we will develop a new form called the application number.
Every time we change a mobile phone, the APP in the mobile phone will be reinstalled. I believe that most users are like this. Now the repeat rate of APP is getting lower and lower, but sometimes you have to find a feature, you have to re-install this app. Many users now buy train tickets in WeChat wallets, because there is no need to install one more for some very high frequency requirements, but it is not easy to install a function from the public number.
We hope that there will be a new form of public account, in which the user follows a public number, just like installing an app. When he is looking for this public number, he is like finding an app. In normal times, this number will not send anything to the user, so the APP will exist there very quietly, and it will be good to find it when the user needs it.
In this case, we can try to make more APPs have a lighter form, but there is a form of better use. This is a new public form we are discussing, called the application number. Here is just a little bit of spoiler in advance.
Today, I am really grateful to everyone for attending this meeting at this site. I am very sorry, indeed, I personally don’t like to attend the conference. I think that in the future, after five years, everyone will wear a pair of glasses and sit at home and watch it at the scene. The same effect, I am looking forward to that day. Thank you very much, my sharing today is here.
WeChat marketing rules will change the application number into the infrastructure of traditional enterprises.
Abstract In the past few days, “The Story of Me and WeChat†has been screened. It is reported that this is the WeChat official class PRO version officially launched by WeChat. On January 11th, at the WeChat Open Course PRO edition held in Guangzhou, Zhang Xiaolong, senior executive vice president of Tencent and president of WeChat business group, also boarded...
In recent days, "The Story of Me and WeChat" has been screened. It is reported that this is the official version of WeChat Open Course PRO. On January 11th, at the WeChat Open Course PRO edition held in Guangzhou, Zhang Xiaolong, senior executive vice president of Tencent and president of WeChat business group, also delivered a speech, saying that the new application "application number" might be developed in the future, and applications and subscriptions will be applied. The number is combined. This means that the rules of WeChat marketing will change again, and the "application number" will become the infrastructure of a traditional enterprise.