After Lao Luo’s cross talk conference brought the goods, bullet text messages erupted like a volcano... In recent years, as soon as new social applications appeared, they were immediately labeled as subverting WeChat. But let the bullets fly for a while...
Let the bullet fly for a while
Bullet SMS is blessed by the influence of Lao Luo's internet celebrity, and this label seems particularly conspicuous. However, the founder of Bullet SMS once said that the idea of this instant messaging app comes from Slack, which has good "office attributes". At the same time, he also said: "Our ambition is also what we want to do in the future. Get through all the links in the Internet, such as chat, mail, to-do, documents, online storage, voting, etc.".
Bullet SMS
From the original intention of the founder to the market reaction, two points are explained :
1. The target of Bullet SMS has never been WeChat, but the mobile office market to which Dingding belongs.
2. Demand in the mobile office market is quite strong, and Ali Tencent and Meituan Toutiao have already entered the market.
Why does everyone love the mobile office market?
1. So many products in the mobile office market are not worth a WeChat
Ali Dingding, Meituan Elephant, and Toutiao are all launching their own mobile office tools, not to mention the corporate WeChat that was born out of WeChat.
To say who is the number one in this market, I think it is undoubtedly WeChat. Office collaboration tools are slow work, slow, slower than you think. Dingding has been working for so many years, and there is no trend that can replace WeChat in the work scene.
In the organization and management, informatization is an important part, and the most important value of informatization is: firstly improve efficiency; secondly, save costs .
And only in the work communication, will be more eager to be efficient. Each of us hopes that the content communicated in our work is specific, executable, and traceable. However, the broadness and profoundness of Chinese has led to a lot of ineffective communication, and many things are repeated over and over again.
In terms of communication efficiency, no one can challenge WeChat, even if WeChat has not optimized the work scene, and the mixing of life and work feels messy. But after all, our colleagues, customers, and suppliers are all on WeChat, and WeChat is the fastest tool to contact them.
Participants in the mobile office market cannot always think about who to replace (to replace WeChat) or to become (to become China's slack). After all, WeChat and slack are phenomenal products that are difficult to surpass.
Collaborative communication
2. Mobile office products must provide value that WeChat cannot provide
Since it is difficult to surpass the experience of WeChat in terms of communication, we must provide more value in other areas to better meet the individual needs of users.
The needs of users in the mobile office market are diverse, and the collection is mainly focused on instant communication and collaborative office modules. Real-time communication focuses on experience and timely receipt of messages to facilitate finding colleagues; collaborative office focuses on management, contracts, reimbursements, personnel, customers, and projects, which need to be combined with the specific work scenarios of each organization, which is by no means a standard product.
Therefore, even if Dingding is strong, it will not monopolize the entire market like WeChat. This is jointly determined by the organizational form, individual needs and decision chain.
From the customer's point of view, buying a piece of software is not impulsive consumption, but a rational decision, especially now that many products offer trials. If the software is easy to use, you can use it, or if it is bad, you can use it, or you can use nothing.
So in many cases, it is not competition between software companies, but competition with users' needs.
When the author is doing sales training for various software companies, one question is often asked: customers ask who are our competitors?
This is a pit, it is difficult to answer, but my standard answer is always:
Dear customers, our biggest competitor is only one, and that is your needs. If we cannot meet your needs, we have no advantage; if I can meet your needs, we have no rivals.
Three, summary
The current situation of the collaborative office market: the market is huge, there are many players, and there is no real leader. Dingding can only be regarded as a pseudo leader. As for those who claim to be the number one in XX, it is even more serious nonsense.
In addition to DingTalk, FanXianXianKe, and SalesEasy have made their own characteristics in the CRM field, Micro-Micro Mobile Office has become the first listed company on the A-share main board, and has made every effort to realize the full electronic solution of the organization.
Paying attention to user experience, providing localized services, and increasing the added value of products are the common points of these top players.
Everyone is dreaming of subverting WeChat, but it is not Unity that defeated Master Kong, but Meituan and Ele. There is still a huge market in the mobile office market that has not yet been tapped. Don't over-promote. Spend your energy on products and study the real needs of users.
If the wind is loud and the rain is small, there will only be coolness in the end!