After nailing and enterprise micro, how can the flying book grow?

Author | Chen Tao

Source | Insight New Research Society

In 2016, Nailing hit the advertisement into the channel of the Tencent Shenzhen Headquarters Metro Station. It was written on the advertising wall with WeChat color matching as the background. work overtime."

At the same time, highlight your advantages, "nail, let work return to work, and return to life."

Then, the two sides turned the battlefield to the elevator room of the core city.

Nailing said, "200 million people are nail online."

Enterprise WeChat responded that "Enterprise WeChat provides professional services for 2.50 million users."

The background of Dingding and Enterprise Micro this time is that the company has just launched, and before that, the "pioneering" of the online office track with its own power was completed. Essence

Although the nails were intentionally suppressed, with the support of the huge traffic pool of WeChat, the company's WeChat also circled one acre and three points in the competition.

Giants such as Ali and Tencent control, the entry threshold of the online office track has been raised a lot. It was originally thought that the market pattern would be stable. Welink and byte flying books have entered the game.

The market has been urged, and the pattern has also changed. When the industry's outlets that have been spawned by the epidemic have gradually returned to peace. After two years of precipitation, only the flying books are considered to have a firm heel.

The research institution QuestMobile data shows that by March of this year, the MAU (number of monthly active users) reached 220 million; the company's micro MAU was 98 million, and the flying book MAU was 6.11 million.

This is very similar to the development of the e -commerce track. At first, Taobao and JD were struggling. No one expected that Pinduoduo entered the core circle from the fifth ring.

However, online office will evolve like e -commerce, and will fly books really become a "Pinduoduo" challenge and company micro -company?

01 Nailing Enterprise Fighting, laying down online office

The special feature of online office software is that the company is paying for the company, which is the business of TO B, but the user is an enterprise employee and the user of TO C.

Therefore, the initial goal of Dingding is very clear. The product form is biased towards the tools. As far as the boss is the management tool, it is an office tool for employees.

Although the functions such as "check -in", "read", and "ding" are controversial and vomiting in the C -end experience. Because the "supervision" of users is too "harsh", even during the 2020 epidemic situation, " Primary and secondary school students collectively gave the stars in the behavior ", but they couldn't help but the bosses liked it. They were nailed to the early online office tracks to become a star -like existence.

Really let the nail feel "the wolf is coming", it is Tencent's two years after the company's micro -launch (2018) has promoted the company's WeChat and WeChat Unicom. The advantage of C has been excavated.

After nearly 4 years of blindfolding, TO B has been deeper into the industry, and found that the needs of bosses in different industries are very different. Weisan was crowded, so he was merged into the Alibaba Cloud Intelligent Business Group in 2019. Its product positioning also transformed from a tool -type application to PaaS Zhongtai.

This idea has been in line with the concept of "making the world that is not difficult to do" that Ali has always insisted on, and one person can go faster, but only a group of people can go further.

For example, Taobao does not participate in the operation, only the PAAS Zhongtai, connecting merchants, logistics, warehousing, and consumers; for example, Cainiao Logistics is also the form of a PaaS Zhongtai. The infrastructure of logistics distribution helps logistics companies to improve management level and operating efficiency.

The positioning of PaaS Zhongtai, which is nail, is also the same. It provides SaaS manufacturers with various underlying services. While thinking about the commercialization of themselves, I also think about how to make ecological partners make money.

In 2020, Ali officially proposed the "Cloud Nail One" strategy, and at the end of the year, the low -code platform "should be paired" into nails.

In August 2021, the first low -code application market "Nailing Tower" was launched. In addition to being suitable, low -code manufacturers such as Yunyun, Jian Daoyun, and Yibi Cloud also introduced it.

In March of this year, Nailing finally showed a showdown, officially announced commercialization, launched cool applications, and clearly stated that PaaS wanted.

According to the official data released by Dingxin, in the past year, the number of ISV ecological partners with more than 10 million revenue on the revenue has been added. Pure SaaS has obtained a total financing of more than 6 billion yuan in the past year.

The same is to B, and the company has taken a completely different way from nails.

Unlike the internal management of the enterprise, the company emphasizes connection. The connection here contains two aspects. One is the internal connection of the enterprise. We can understand it as the traditional corporate management function of the online office software; the other is the external connection of the enterprise, that is, the connection of the private area customer. We can slightly understand the company as an efficient marketing tool.

Tencent's senior vice president Tang Daosheng said in his speech at the Tencent Global Partner Conference: "The Industrial Internet is not only TOB, in the final analysis, but also TOC." Each step from the birth of the company is the landing of Tang Dao's view. According to official data from enterprises, the number of real enterprises and organizations on the current enterprises exceed 10 million, the number of active users exceeds 180 million, and the number of active users of WeChat has exceeded 500 million.

The online office track is also growing up in the competition where you chase me with the company.

The "Research Report on the Trends of China Cooperation Office Industry in 2021" released by iResearch shows that the size of China's coordinated office market in 2021 reached 26.4 billion yuan. It is expected to maintain a growth rate of more than 10%per year from 2022-2023. It will reach 33 billion yuan.

02 Flying Books break through from the seams of the nailing enterprise

In addition to nailing and enterprise micro, the head of the flying book was really surprised.

In 2019, when the Future Organization of the General Assembly has 10 million enterprise organizations and 200 million registered users, the flying book will not be transformed into an external commercial product from half a year later.

It stands to reason that due to the existence of the first -mover advantage, in accordance with the principle of "accepting the acceptance", nails and enterprises have already split companies that can use online office software, especially large companies with benchmarking effects, but originally originally, but originally, it was originally originally. The nailing Xiaopeng Automobile and Weilai, who had originally used the company, turned to the flying book, and the original bipolar balance of the online office track was broken.

If it is just a new customer, the industry's touch will not be very large, but it will be really necessary to "grab" the customer from the hands of nails and enterprises, and it will be necessary to re -examine the flying book.

First of all, in terms of user experience, the characteristics of strong product beating products are also reflected in the flying book.

Anyone who has used flying books has said that flying books are easy to use, especially in office scenarios such as documents, mailboxes, video conferences, etc. The experience of most users is better than nails and enterprises.

Although users cannot make decisions in the to B market, users' feedback can still accumulate reputation, especially when one thing is repeatedly said. After repeatedly, more or less will affect the decision makers.

Secondly, in terms of product functions and customer positioning, Feishu has taken a differentiated path with distinctive characteristics.

In contrast, nailing is stronger than PAAS's adaptability to To B enterprises. The company is slightly stronger than the connection function of to C customers.

How to understand? We take the most common meeting as a case.

Generally speaking, online office software emphasizes the smooth online meeting at the meeting, supports the largest number of online conferences, the convenience of PPT demonstration during the meeting, etc. It is still the nature of tools, but it only provides a platform for a meeting. Essence

The meeting in the flying book will be included in a certain link in OKR (work goals) in OKR (work target). Before the meeting, the participants in different departments are coordinated to reduce internal consumption and improve efficiency. After the meeting, they pay more attention to the results of the meeting. What is the purpose.

According to the three principles of "transparent, alignment, and collaboration", the OKR system of Feishu is extremely efficient and feeds on the market. As long as the enterprise has used it, the more you like it.

The functional dislocation is not enough to make the flying book qualified to challenge the nails and the company's micro. In the final analysis, you still have to speak by performance.

The Slogan of the Flying Book is "Advanced Enterprise, using Feishu first", and the CEO of Feishu Xie Xin's explanation of "advanced team" is: pursuing innovation, not adherence to rules; attach importance Non -personal authority.

According to this settlement, the customers of Feishu have also formed obvious misplace with Ding Ding and Enterprise WeChat, paying more attention to advanced teams in the new economy and entrepreneurial groups with innovative spirit.

For example, the new energy vehicle track, Feishu opened up Weilai, Xiaopeng, and ideals, and incorporated all the top three of the new forces of the car into the pocket. It is difficult to shake status;

For example, in the field of new consumption, Feishu opened up a high -popular star customer such as vitality forest, Wenheyou, etc., which also accumulated a certain reputation for Feishu on the new consumer track;

After Xiaomi switched to the flying book, Lei Jun also said that he was good, and even specially set up a platform for the flying book: "the more you use the more you hand" ...

At this point, Feishu is considered to be a foothold on the online office track.

03 Online office in the second half, opportunities for commercialization and flying books

For a long time in the past, when nailing and enterprise micro -pioneering to B market, they all used the "free" play of TO C.

Prior to July last year, Nailing did not take "making money" to heart. At that time, Ye Jun, the new head of the nail (the name of "" The name of the name ",") in an interview: "In fact, we have not been there until now we haven’t gone. Consider profit, because we think this is a inclusive thing. "

Xiaoyaozi also said: "I have only one attitude towards nailing -not disturbing." It exists almost in the form of "special zone" in the various business lines of Ali.

In the early stages of development, enterprises that are attached to the WeChat ecological company have no grand commercial planning, and they are nearly operated by Buddhism.

However, the to B ecosystem cannot be growing free of charge. The online office has developed to the current stage. Commercialization has become a challenge that must be faced with nails and enterprises.

The strategy given to the customer is to classify the customer group. In addition to the traditional SaaS subscription model, it also explores the commercialization based on the platform ecosystem, including: platform division mode -provides open platforms to sell SaaS to partners to sell SaaS SaaS Ecological software, the commission with a maximum of 15%is charged;

Hardware license model -The partner is based on the hardware product developed by the nail base, opens the SDK interface, and collects 10%commission.

In the concept of President Ye Jun: China has more than 40 million small and medium -sized enterprises. If nails can have a market share of 10%and purchase a professional version of 10,000 yuan/year, the income will be considerable.

There is no problem with this accounting. Under the "free" thinking, it is not highly recognized by the industry for small and medium -sized enterprises. For nails, in addition to product value, that is, the core key to impress the purchase service of the business owner. During the establishment of the platform ecology, the interest distribution of partners.

The company's micro model is relatively simple. Due to the characteristics of the TO C users, most of the customers of enterprises are concentrated in the C -terminal -oriented industries such as consumption, catering, real estate, and education.

In terms of high emotional intelligence, the customer group of enterprises is relatively stable, and the commercialization is strong; the low emotional quotient is that the customer group of the company is relatively solidified, and it is difficult to open up new industries and circles, commercialized ceiling not tall.

It can be Tencent's "Buddhist" style. The development of the company is not slow. Since its launch, it has gradually advanced according to its own rhythm. In the ecology, there are still many commercial potential waiting to be tapped.

The real pressure is on the side of Feishu, although Zhang Nan, president of Feishu, said in public that it is not important to profit at this stage. What is more concerned about the penetration rate of advanced enterprises? More than 7,000 people, in contrast, more than 1,000 people in the nail team, fewer companies, only 500 people.

From the perspective of the number of teams, Feishu has a more commercialized demand than nailing and enterprise micro. The problem is that there is no competitive relationship between the online office track. It is difficult for books to dug customers from the hands of the company and the company. Cases like Xiaopeng and Weilai will be difficult to reproduce in the future.

On the other hand, Alibaba Cloud proposed a "cloud nail" strategy, and Tencent Cloud also launched the "Thousand Sail Plan" around the SaaS ecosystem. Both nails and enterprises have formed a certain degree of binding with their own cloud computing business. Cloud computing. Digestion with corporate services (online office), and in this regard, flying books have natural shortcomings.

Fei Shu obviously realized this, so it chose a commercialization line of "curve to save the country".

Since my product ability is very strong and the C -side users like to use it, I will further strengthen my product capabilities and split the functions of flying books, flying books, flying books, etc. More vertical small tracks.

It is still through the strategies of high -level decision makers (bosses) through underlying users (employees) to achieve the purpose of To B, or just like WPS products, when the product power is good enough, go directly to the C -side user to pay. There is also a way out of the direction.

04 conclusion

Although there is still a lot of room for development on the online office track, the space mentioned here is not the penetration rate of office software, but more refers to the penetration rate of toll users. It has completed its respective scope of influence. The focus of the future is to maintain the operation of users and their respective platform ecology. The market structure of this part is basically stable, and there are not many opportunities to leave the flying book. It is impossible to overtake or even counterattack.

In terms of new users, it turned out to be two competitions in the micro -company. Now they have joined the flying book, and the tests test are the three BD capabilities. Fortunately, the Chinese economy is still developing at a high speed. It can move with the trend, and the results will not be too bad.

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