Tencent, Baidu fancy layout CRM

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As early as 2019, almost all Internet giants in China have already arranged troops in the CRM field. However, due to the different investment concepts and business logic, BAT's idea of ​​entering CRM is completely different: Tencent has adopted extensive investment, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation, and strategic cooperation, Ali chooses strategic cooperation. Baidu ended in person. Although these Internet giants moved frequently at the time, they did not stir too much waves in the CRM market.

As the C -side Internet demographic dividend gradually decreases, BAT has to continue to seek breakthroughs from the B -end market. As a result, the CRM of the "good medicine" as a professional customer relationship, in this context, has ushered in new development opportunities, and Internet giants such as BAT have also started to accelerate the layout in the CRM market again.

Tencent Enterprise point straight up

In the transformation from To C to To B, Tencent's performance has always been the most positive. The territory of TO B has been continuously expanded and has been very clear. With the continued deepening of the B -end market, Tencent, which has always opened up the country in the form of investment, has also begun to build its own CRM platform. As one of the core products of Tencent's CRM layout, Tencent's enterprise has great potential in the CRM market.

According to the "Market share analysis: analysis of market share: 2021 Global Software Industry Market size" released by international authoritative research institutions, Tencent Cloud's Tencent Enterprises lead the Chinese CRM market, and the market share ranks first in local manufacturers. The fastest. Obviously, under Tencent's continuous efforts to the Saas field, Tencent's enterprise points have also helped companies build a higher -quality SaaS service ecosystem.

On the one hand, Tencent's product matrix connects the upstream and downstream of the CRM industry, which can help Tencent's enterprises form a full -process solution integrating marketing, sales, operation and service. Tencent's personal WeChat, corporate WeChat, corporate mailbox, Tencent documentation and other products, the opening of the powerful product matrix and Tencent's enterprise point formed, allowing the user data in the product matrix to form seamless docking with the customer data in Tencent's enterprise CRM CRM It not only helped Tencent's enterprise points to achieve the construction of private domain traffic and more refined marketing operations, but also enabled them to provide enterprises with the ability to provide enterprises with the ability to operate closed -loop from drainage to transaction conversion.

On the other hand, Tencent's continuous innovation in technology, products, and methodology has optimized the overall efficiency of Tencent's enterprise supply chain and helps promote the improvement of its transaction efficiency. With the technical advantages of Tencent in audio and video, AI, cloud services, etc., the efficiency of Tencent's enterprise points has continued to improve, which not only helps companies build a customer operation system internally, but also improve the coordination efficiency of enterprises and external industries and ecological partners. ; It also meets the new development needs of enterprises in various industries, and largely brings efficiency and convenience to enterprises to a large extent.

Thanks to the service experience of 15 years of enterprise SaaS in the field of customer service, the customer coverage of Tencent's enterprise point is continuously expanding.据悉，作为腾讯SaaS布局的重要组成部分，腾讯企点目前已服务超过100万家企业，中大客户领域销售增速同比超100%，连接用户达3.5亿，涵盖年会话数达42亿，并且Tencent's enterprise has provided digital plans for more than 80 industries such as education, industry, retail, pan -aggregation, finance, logistics, and exhibitions.

Baidu Ai Fan gradually enters a good realm

In fact, many years ago, Baidu began to enter the CRM market, but from the beginning, Baidu was different from other Internet factories such as Tencent and Alibaba. Baidu chose to build a CRM platform in person. This came into being. Thanks to Baidu's resources and technical advantages in the B -end market and CRM field, Ai Fan has gradually received further iteration and upgrades. Since then, the unknown love Fanfan has begun to enter a good situation.

First of all, Baidu's advantage on the search side can help Ai Fanfan take the initiative to obtain sales clues, so that it can complete the unified closed -loop marketing of the front end. The mainstream domestic CRM manufacturers are more inclined to back -end management and basically do not take the initiative to obtain sales clues. The advantage of Baidu's CRM is mainly due to the front -end Marketing ability. The ability of Baidu's front -end clues is that domestic CRM manufacturers have not yet touched and cannot match. With the supplement of front -end capabilities, Baidu allows customers to better obtain sales clues, thereby achieving closed -loop marketing connected with data analysis and back -end management.

Secondly, the mobile ecology constructed by Baidu's product matrix can be deeply opened with Aifan to help them further enhance the marketing empowerment capabilities. Baidu mobile ecology, including Baijia, information flow, and mobile search, has formed a powerful media product matrix. Ai Fan and these media have realized in -depth opening up. Customers can obtain users from the Baidu ecology; they can also copy Baidu's operating experience, and directly move Baidu's tools and data directly to the CRM system of Aifan, so that Ai Fanfan better empower the enterprise.

Finally, Baidu's powerful cloud services and AI artificial intelligence data, image analysis and other comprehensive ecological capabilities have made Ai Fanfan more automated and intelligent, providing effective guarantee for its safe operations. Relying on Baidu NLP, voice, images, cloud services, AI and other technologies, Ai Fan can realize products and services through deep excavation of user needs, and empower enterprise marketing process to help enterprise marketing become more and more automatic and intelligent. At the same time, Ai Fanfan also provides enterprises with security and reliable data storage services through infrastructure such as Baidu security level to ensure the security of user data. Multi -party pressure

Since the first domestic CRM product in 2004, countless CRM companies have stirred the market. However, even if the CRM products in the mobile Internet era are full of flowers, it has never gained a sufficient leading CRM company, and no product has become a phenomenal application. It can be seen that the threshold of CRM is not as low as expected. Therefore, for Internet giants, even if it looks simpler, CRM products may not be easy to do.

From the perspective of professionalism, all the focus of the Internet giants in the past is at the marketing promotion level, and it does not dominate the after -sales and customer data management of CRM. Most professional CRM manufacturers in China have cultivated in the industry for many years, and have accumulated rich management experience, leaving a lot of user data. By iterating products, they match the business model of the enterprise to the greatest extent to promote business growth. Although Internet manufacturers are quite advantageous in terms of marketing experience, there is still a certain gap between the polishing of the deep functions of CRM products and professional players.

As far as user resources are concerned, the user resources of the Internet giant are mostly on the C -end, and its user resources on the B -end are far less rich as the original CRM track players. The "demand" and "delivery" logic of the B -end market are completely different from the C -end. Therefore, it is difficult to get through the B -end market on the B -end market through the C -side. The B -end manufacturer, which has been deeply cultivated in the CRM industry, has already occupied a certain customer resources in the fierce market competition with its strong service capabilities and first -mover advantages. Attracted by the giant.

All in all, Internet giants need to continue to accumulate in the CRM field, and it may be difficult to achieve large -scale delivery in the short term. In the final analysis, CRM construction is a long -term management project, which requires high requirements for service providers' funds, technologies, and time, and there is a big difference in demand points for CRM services in different industries. In the face of very complicated business scenarios, CRM manufacturers If there is no underlying PAAS platform ability and strong technical support, it is difficult to continue. Therefore, even if the Internet giant has achieved curve overtaking in the domestic CRM market, there is still a long way to go to the CRM industry.

The end is not here

Because it has a strong resource advantage and brand advantage, the energy of the Internet giant to choose a field for in -depth exploration is undoubtedly huge. It will not only drive the rapid improvement of the infrastructure of the entire industry, but also accelerate the formation of user habits. It can play a great role in promoting the development of the entire industry. However, although the Internet giants represented by BAT have already entered the venue, it is still too early to talk about the CRM terminal war situation.

In conceptual, the degree of digitalization of domestic enterprises is relatively low, and the consciousness of corporate customer relationship management is also relatively weak, so the usage rate of CRM is not high. It is reported that the number of companies in China reaches 4400W+, but the use rate of CRM is only 10 %; the number of companies in the United States is 2500W, but its CRM's usage rate is as high as 70 %. Obviously, compared with European and American countries, domestic enterprises generally lack informationization of informatization. Therefore, the development and changes of new management concepts, ideas and models lack more understanding, which leads to the fact that CRM has not been promoted and promoted. The penetration rate Too low, the penetration rate naturally can't go up.

In terms of products, the design of domestic CRM products is very complicated. Most companies do not have a certain operating foundation, and it is relatively difficult to implement. Although the domestic CRM has formed a relatively complete theoretical system, the application of CRM products is still in the initial stage. For some companies, many functional modules in CRM are not used at all, and the functions that can play a role are only 2O%or less. The application effect is obviously not ideal. Moreover, most domestic users do not have good training experience and use habits of corporate management software. It is still difficult to get started with complex processes and operation interfaces.

Technically, domestic CRMs still have uncertainty in terms of system security, user data security, and business stability. Whether it can be trusted to be trusted is yet to be tested. The CRM system embeds the core business of the enterprise and contains a large amount of sensitive data. If these data are leaked or lost, it is likely to harm the interests of the enterprise. Therefore, when selecting CRM, in addition to care and price, companies pay more attention to system security. From the perspective of product technology, the domestic CRM enterprises that have a single cut in China are limited by user scale and business experience. The guarantee of security and stability is not determined.

Nowadays, more and more companies have begun to actively embrace digitization, and the development of the domestic CRM industry has begun to get out of the trough period and enter the recovery period.At the same time, the domestic CRM industry will inevitably be accompanied by the further increase of Internet giants and mature quickly.Although the success of Salesforce is difficult to repeat, most of the domestic CRM manufacturers already have the basic product capabilities of the benchmark Salesforce.In this context, Tencent Enterprises and Baidu Ai Fan and other companies have become head players at the domestic CRM track, which is just a matter of time.Tencent Enterprise Points and Baidu Ai Fan and other companies have become head players at the domestic CRM track, which is just a matter of time.

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