Accelerating the commercialized video number has become a new increase in the micro -alliances

On August 17, Tencent released a Q2 financial report, and the video number continued to play the role of "highlight". In the second quarter, the total use time of the video number had exceeded 80%of the total use time of the circle of friends, and the total video playback volume of the video number increased by more than 200%year -on -year. The number and daily average video upload increased by more than 100%year -on -year.

In the second quarter of 2022, a series of popular live concerts were held in the video number, which attracted 10 million users to watch each. Jay Chou, Luo Dayou, Mayday, Xicheng Boys, Cui Jian, when people's circle of friends, WeChat groups were swiped by the video number concert, brands such as Ji Fox Automobile and Lincoln Automobile also enlarged the brand voice through name.

In 2022, the outside world can also be clearly felt that the video number after large -scale start is accelerating the pace of commercialization. The 2022 semi -annual report of the smart business SaaS service provider of WeChat ecology also reflects this trend.

Although the environment encountered anti -wind in the first half of the year, the micro -League still handed over a good transcript, which achieved revenue of 900 billion and gross profit of 598 million in the first half of the year. , Revenue of 581 million yuan, an increase of 5.7%year -on -year, and the number of paid merchants increased by 1.7%to 10,3616; smart retail growth rates reached 60%year -on -year; the group's cash and cash equivalent was RMB 3.68 billion.

One of the highlights of the micro -League's financial report is the progress of the video number and its layout in the commercialization service of short video live broadcast. The Micro -League revealed that it has entered the realization of the video number, and it will promote the "internationalization" of full -link marketing to "internationalization." In the first half of the year, Micro -League became the official operating service provider of WeChat video. The Micro -League actively promotes the improvement of the "commercialization of the video number", refined the operational services of the live broadcast of the video, and provides customers with the operation capabilities such as investment, agency operations, training, and supply. During the 3rd 616 Micro -League Retail Shopping Festival, the business scale of the merchant business of the Micro -League live broadcast sector reached a new high in the first half of the year, especially the cost of overcome the cost of clothing, and the GMV target achievement rate of some brand merchants exceeded 200%.

Coincidentally, August 17th is the 10th anniversary of the birth of the WeChat public account. From the public account to WeChat payment to mini -programs to corporate WeChat, the ecology of WeChat is becoming increasingly prosperous. Among them, many excellent companies have grown. In addition to SAAS SaaS on behalf of the Weimeng, Pinduoduo and other companies rising to WeChat ecology. The video number is a new ecology. Under the huge traffic potential energy, the outside world even believes that it is "expected to build a WeChat". Accelerating the commercialized video number is bound to bring new development opportunities to WeChat service providers.

The video number is a must -have place for WeChat service providers

In fact, when released the Q4 financial report of 2021, Tencent focused on the video number, mentioning that the frequency was even higher than WeChat. At that time, Tencent revealed that "focusing on enhancing the participation of the video number users, and also providing important commercial opportunities." At that time, a third -party agency predicted that the video number DAU was about 500 million, which was at a level with Douyin DAU.

In 2022, the video number further increased commercialization. In Q1's financial report Tencent, Tencent first mentioned the video number revenue. Social network revenue reflects the increase in the income of the live broadcast live broadcast to a certain extent, but most of the revenue of the live broadcast and game live broadcast of music is offset. "At the performance telephone, Tencent spokesman said that the realization of the video number can drive Tencent's overall profit Increase, especially advertisements.

In the second half of the year, the realization of the video number was further accelerated. On July 18th, the information flow advertisement was accessed for the first time. On July 21, the "Video Small Store" replaced the original "WeChat Store" small program that was originally sold to further improve the function of e -commerce and live broadcast. When released the Q2 financial report, Tencent also made it clear that "it will focus on improving business efficiency and increasing new sources of income, including the launch of information flow advertisements in the popular video number, and continuously promoting innovation through research and development."

On the traffic market, the video number has tied the vibrato and even has the momentum of transcendence. More importantly, the video number also has unique social attributes. Based on this, it has the ability to decentralize the decentralization of other short video platforms and the combination of public and private domains. Essence Taking the concert as an example, while the video number concert was successful, the Douyin needle tipped on Mai Mang to go online with Sun Yanzi, Beyond and other concerts. Watching the concert in the video number can resonate in the form of friends and groups.

In the long run, the public and private traffic combination capacity brought by the social attributes of the video number has a strong commercial value for the brand. More and more brands attach importance to the combination of private domains and public domain traffic, and the Nuggets video number. However, the commercialization of the video number is a strange topic for many brands. To seize the commercialization opportunities of the video number, it is inseparable from the help of professional service providers. CICC also pointed out in the latest research report of the Micro League that "the development of emerging channels such as video numbers, fast hands, and Xiaohongshu is expected to bring further increase."

The video number is not only a new battlefield for brand merchants, but also a must for WeChat service providers.

Weimeng has taken the lead in becoming a head video service provider WeChat for more than 10 years, and the ecology around WeChat has become very huge. In the WeChat ecology, in addition to corporate merchants and various organizations, there are many service providers that help merchants' Nuggets WeChat ecology. Weimeng is just one of them. Why should it master the opportunity?

First, Weimeng is the SaaS service provider who knows WeChat ecology.

Established in 2013, the Weimeng was born because of WeChat. It is the SaaS service provider growing out of WeChat ecology. It is one of the earliest batch of WeChat service providers. In January, the Hong Kong Stock Exchange was successfully logged in to the Hong Kong Stock Exchange to become the "first share of the new economy SaaS", and it has previously received Tencent's strategic investment.

Weimeng has been extending its business with the evolution of WeChat. What Weimeng will also wait for the WeChat layout. It is already the largest WeChat mini -program service provider, the largest SME third -party WeChat service provider, the largest Tencent community SME precision marketing service providers of SMEs. It is no exaggeration to say that the micro -League is the SaaS service provider who knows the WeChat ecology. In the past two years, WeChat has regarded the video number as an important point. It is expected to "make a WeChat". When the WeChat power push the video number is commercialized, the micro -League naturally strengthens the layout.

Second, the core advantage of the video number is the combination of social public and private traffic, which is good at Weimeng.

Bai Zhun proposed in the "2022 Video Number Commercial White Paper": "The video number is used as an atomic content component and the most basic component. It has opened up the full ecosystem The path of the distribution of traffic has been connected. By cooperating with the use of various ecological tools, the video number can quickly achieve cold startup and even traffic accumulation. Video numbers and WeChat other abilities, such as friends circle, applet, video, public account, enterprise, enterprise, enterprise WeChat and other capabilities form a closed loop and combine into a diversified commercial model, but no matter which model, the linkage of public and private domain is the killer of the video number. "And helping enterprises do a good job of private domain traffic is one of the core capabilities of the micro -alliance.

It is said that the private domain cannot bypass WeChat. Community, circle of friends, public accounts, small programs, video numbers, corporate WeChat, etc. belong to the mainstream private domain positions. WeChat itself has been emphasizing "decentralization", which is very friendly to private domains. Because of this, what the micro -alliance that "grows out" from WeChat ecology has been doing it is also a private domain traffic service. The representative of the business. The "616 Micro-League Retail Shopping Festival" created by the micro-alliance is to introduce public domain traffic, and then support merchants to open up the full link of "public domain drainage-live broadcast-private domain sedimentation" through the video number self-broadcasting "Public domain private domain resonance". It can be said that the micro -League understands the private domain and has been doing public -private services. This is highly consistent with the direction of the video number. The micro -League has the heritage of the video number service provider.

Third, the video number is part of the WeChat ecosystem. The commercialization of the video number requires ecological linkage.

The video number needs to be linked. On the one hand, the company must leverage the WeChat ecological resources through the video number. Brand merchants, organizations, and new media do video numbers will make the video number collaborate with the circle of friends, small programs, video numbers, public accounts, and corporate WeChat; on the other hand, enterprises have commercialized video numbers as smart retail, smart marketing and even The key part of the digital strategy.

The seven major video number commercialization game models compiled by the "2022 Video Book of Video Books" include video number advertising, live broadcast and cargo, brand marketing live broadcast, concert live broadcast, show live broadcast, paid live broadcast, and other derivative business models. For enterprises, no matter what form of the video number explores, the layout of smart retail and smart marketing is inseparable. This is the main business of the micro -alliance.

According to the financial report, in the first half of the year, Micro -League smart retail increased by 28.4%year -on -year to 236 million, of which the endogenous growth rate reached 60%, accounting for 41%of the subscription solution revenue. The first choice solution. For the micro -alliance, the commercialization of the video number is the driver of its smart retail and intelligent marketing strategy. It has developed the commercialization of the video number with the company's SaaS business. As early as the end of 2020 Retail and micro -mall business have also access to the "video number live room sharing page" capabilities, bringing efficient growth to customers' live broadcast performance.

Video commercialization service is an irresistible part of the micro -League SaaaS ecosystem. It has been settled in WeChat ecological commercialization for many years, so that it has the core ability to do a good job in the commercial service provider of the video number.

2022年上半年微盟视频号运营服务不断升级，已形成一整套直播运营服务机制，可给品牌提供标准化、体系化、流程化直播服务，满足商家多样化直播需求，包括日常内容导流涨粉, Live sell goods, Big Day marketing.

In June 2022, Lenovo Leyi launched the third anniversary celebration. Anniversary birthday welfare guides users to place orders. Official data shows that based on the live broadcast of live broadcast, mini -program mall, and public and private domain linkage, Lenovo Lebu's 3rd anniversary video number special live broadcast has reached 350,000+, applet turnover exceeded 33.04 million, explosive items rescuers R7000P for sale Out of 1550 units.

Behind Lenovo Leya Live Live Live, there is a professional support for professional video live service support. Micro -League is the earliest service provider to do live broadcast service. It has accumulated rich experience and perfect ability on the live video broadcast, forming a standardized, systematic and process -based service system. In addition to providing "hardware facilities" such as live broadcast venues, equipment, and networks at the live broadcast base, it also provides professional video live broadcast services. It will help the customer brand to analyze the selling point of the live broadcast and drainage products for the customer brand before the live broadcast. Including script planning and professional anchors, the conversion rate is improved through comprehensive operating capacity. In addition, in the live broadcast room, based on the overall WeChat service capabilities, the Micro -League took the lead in realizing the opening of the video number and small program, corporate WeChat and other WeChat components. Based on this user, you can pay attention to the enterprise video number at the same time in the live broadcast room. , You can also directly add a shopping guide company WeChat to truly realize the full link of public and private flow, brand marketing and trading links. Such abilities are only based on WeChat ecological service providers such as WeChat ecology.

To make a short video live broadcast company requires an omni -channel layout

The video number is a unique short video live broadcast platform, but it is not the only header player. On the one hand, the short video track also has the best players such as Douyin and Kuaishou. E -commerce platforms such as Jingdong and Amazon are all video.

What companies really need to seize the opportunity to increase traffic behind the short video live broadcast. Once upon a time, there was a business model that relying on a single platform such as "Amoy Brand". The full channel operation of the post -epidemic era was the mainstream. Where there was traffic, there was business opportunities, and it was worthy of corporate investment. The layout in the field of short video live broadcast adopts omni -channel strategies. Three of its seven major operating goals are related to omnicular channels: 1. Interconnection and strengthening private domain investment; 2. Global layout, empowering enterprises; 3. Deepen the TSO full -chain Road operations, expand service scenarios.

The semi -annual report shows that Micro -League has been increasing the investment in the short video live broadcast business. In the first half of the year, a short video live broadcast base was added to Changsha to create a platform that integrates short video content production and distribution, online celebrity talent training and live anchor incubation, and live operation services. Up to now, the short video live broadcast base of the Micro League has exceeded 10,000 square meters, with a 35+ live broadcast room, and the number of short videos annual output can reach 100,000+.

The short video content created by the micro -alliance to help customers is not only output to the video number. It is covering the entire platform of Tencent, and is strengthening the expansion of platforms such as Xiaohongshu, Douyin, and Kuaishou. Road link capabilities help merchants make full use of the traffic characteristics of different platforms, achieve the integration of public and private flow, and achieve omni -channel operations.

Corporate digitalization is a marathon without an end point

Short video live broadcast is the air outlet of traffic growth, but after all, it is just a new media form. In the future, there may be the popularity of the next generation of new media such as the Yuan universe and XR. In the long run, the more important thing for enterprises is the transformation of digital and intelligent. Only by continuously upgrading digitization can enterprises do not fear any new technologies and seize a wave of new media. Tencent, which regards the industrial Internet as the core strategy, is determined to be digital assistants from all walks of life and promoters of "digital integration". Commercial and short video live broadcasts are important capabilities components.

In the first half of the year, the Micro -League successfully resisted the "adverse wind", and the three major strategies of Passing, Ecologicalization and Internationalization could be called its cockpit stone.

In terms of passengers, the number of smart retail merchants in Micro League in the first half of the year reached 6,984, of which brand merchants increased from 830 in the same period last year to 1,155. As high as 41%, the endogenous growth of smart retail revenue after excluding Haiding has increased by 60%. More and more group customers and industry top 100 customers choose Micro -League. Its customers account for 44%of the top 100 fashion retail in the domestic market, the top 100 commercial real estate accounts for 45%, the top 100 chain is 35%, the top 100 catering accounts for 43 %. The micro -League puts the "overtime and the value of single passenger" at the top seven targets. It is expected that the proportion of large passenger revenue in 2023 will increase to nearly 50%, from 2025 to nearly 70%.

In terms of ecology, Micro -League is building an open digital business operating system, which is the new WOS new commercial operating system.

The new WOS new business operating system that Micro -League consumes a huge amount of money has seven core basic products of transactions, CRM, Enterprise micro, CDP, traffic, shopping guide, and data. , Can continuously load digital business capabilities and services to meet customer personalization needs. In the first half of the year, WOS new development and release of over 500 cloud market applications and services, more than 60 new high -quality ecological partners, the income of Weimeng cloud ecological business belonging to the micro -alliance increased by 129.8%year -on -year, and ecological partners' income in the first half of the year exceeded 2021 annual.

In the first half of the year, the new WOS business operating system has launched public beta and data migration. As of now, the main products and solutions of customers in the e -commerce retail industry have been launched, including core products such as micro -shopping malls, OneCRM, enterprise micro -assistant, and smart retail solutions. Next, solutions for catering, supermarkets, beauty, hotels and other industries will also be launched one after another. As of now, more than 80%of Weimeng customers are using WOS systems. Among the seven core goals of the Micro League, WOS is placed in the second "improvement of WOS product forces and creating a new engine for growth". From the perspective of Luo Chao Channel, the WOS operating system is a new infrastructure layout for the next decade or even longer. It has the characteristics of decentralization. In the era of fragmentation, it can aggregate different platform traffic to help enterprises omni -channel and full -link routes. Digital operation, continuously precipitated operating data, social assets, etc., and is expected to become a business digital infrastructure of enterprises.

In terms of internationalization, Micro -League has conspired to the world on the basis of firmly occupying the local market advantage. As the Chinese local market enters the stock stage, going to sea has become a new direction for many brands to grow. Overseas flow channels are more fragmented. The brand must be able to grow without the help of professional service providers. At the same time, the brand can also copy China's very developed private e -commerce e -commerce, live broadcast and cargo to overseas. What he did extended the full -link marketing service capabilities to foreign markets and cooperated with mainstream media such as Google, Facebook, Tik Tok, to help Chinese companies leverage overseas high -quality traffic dividends.

The three major strategies of the Micro -League landed smoothly, which also gave the investment institution confidence. In the research report, CICC stated that the micro -alliance was "stressful and the recovery became increasingly revealed." The current environment is not good, and the temporary operating pressure of enterprises is common. In the cold winter, in addition to reducing costs and efficiency to survive, companies must also lay out future development. Only in this way can harvest the market when spring comes. This is what Micro League is doing.

Corporate digitalization is a long -distance running game without an end point. In helping the digitalization of enterprises, Micro -League has both the current solutions such as commercialization and short video live broadcast. layout. Anyway, there are still many things that Micro League need to do. In the visible future, the ceiling is still very high.

- END -