2B or 2C: Gene Theory vs Evolution Theory
In my heart, I saw a post from a former UCD boss giving Welink opinions, and I have some connections with the 5G2B development ecology that I have been thinking about recently.
Some companies are doing 2B, such as ourselves, focusing on hundreds of major customers around the world, intensive cultivation, personal service, leading customer demand-driven, standard traction, global replication, doing the same business as a money printing machine, and grinding a sword in ten years , One sword is used for ten years, and many of our technology generations are also ten years.
Some companies are doing 2C. For example, the wave of unicorns such as Tencent, Baidu, FB, etc., which have emerged on the mobile Internet, has gathered hundreds of millions of active users at every turn.
Then came the theory of genetics and pedigree. If you do 2C, you cannot do 2B. If you don’t understand the needs and decision chain of the company, you cannot do such a long chain of business. If you do 2B, you cannot do 2C business. Personalized customized program with thousands of facets.
For a long time in the past, we had a very clear distinction between 2B and 2C, and it seemed to be very clear. Whether we envy each other or look down on each other's business, we are not too cross-border.
But since the rise of the public cloud and the beginning of 5G construction, the trend of breaking this boundary has become more and more obvious. Our Welink has also moved from the inside to the outside, close to large enterprises and governments, but also made the PC version, the blue version, and the application market. In the past few years, the company's WeChat has continued to cultivate SMEs.
The epidemic is a tipping point. Our propaganda was on CCTV, and all levels of government at the central level are using it. Vulcan Mountain and Thunder Mountain are also used, and some should be used even in G20 online meetings. Tencent classrooms, conferences and Dingding continued to stare at the family, personally doing it, and even scored 1 point, but they continued to move to station B to hack themselves, but won a wave of user appreciation. In the past few months, our Welink downloads have reached 5.5 million, an increase of two to three thousand percent; Tencent Classroom 70 million, Tencent Conference more than 90 million downloads; Dingding 1.9 billion downloads. It can be said that the sudden detonation of the online office and conference market has brought us unprecedented opportunities to develop 2B applications, but it also allows us to see that 2B and 2C students are not so clear-cut.
Recently, I saw an interview with Dowson Tong, the head of Tencent 2B, in the media. The host challenged that Tencent does not have a 2B gene. Tencent did not start with 2B, but one of Tencent’s views deserves our attention. Gene focuses on evolution, from simple to complex; but Tencent believes that both 2C and 2B are experience first, and 2B should pay more attention to ecology. He believes that Tencent is good at C2B ecological conversion, so it has also found an offensive path in 2B. .
The 2B market has just started, and the game is still going on. Tencent finds its own advantages to develop 2B and its understanding of the 2B market is worth learning from the results.
First, the user experience is paramount:
we have a good 2B gene, and the “pedigree” of 2B is very pure, but we must have a deeper understanding of the new 2B market, and we can’t take our roots. We think that we can get the company's CXO, and get the purchase and decision-making. The chain is enough. It must return to the business essence of product experience and user experience, and users must be respected;
second, in the future, when enterprises go to the cloud or office automation, a profound change in IT construction is socialization:
and this socialization is not corporate internal communication That’s right, it’s going to cross the enterprise boundary, as long as it crosses the enterprise boundary, between the enterprise and the enterprise, between the enterprise and its own customers, the essence is to comply with social principles and "network effects". If your customers, your Most of our partners are using DingTalk or Tencent Meetings. Even though we are a Welink provider, we have to use DingTalk or Tencent Meetings to discuss Welink business with our customers. This is a very “awkward” fact that we have to face. . We have faced this problem in recent meetings with customers in the telecommunications field.
Third, birth and genes are not important. It is important to understand that the essence of 2B in the future is 2C:
because of the epidemic, this is really a national and global experience. All children have online lessons at home, and many people have more frequent online meetings or "cloud gatherings". The family serves as a subtle link to connect 2C and 2B decision makers or potential decision makers. The school and students have cultivated the next batch of users, and the parents of these users happen to be middle or high-level enterprises.
Fourth, to further understand, 2B is even 2P (programmer):
Microsoft recently proposed the concept of low-code development. PowerAPP can really lower the threshold of App development by a large threshold (of course based on Azure public cloud), and is very suitable for the rapid development of cloud-connectable apps. Microsoft's understanding of developers It is the industry's first with support and no loss.
Although genetic theory also pays attention to evolution, it is extremely slow and almost static. It is also more about the adaptation of a single species to the environment, the survival of the fittest, and the elimination of the uncomfortable. If the evolution is good, it will become a human being from a tree. Dinosaurs are extinct; while evolution is more of a dynamic perspective, facing a complex system such as an ethnic group or an environment or even an ecosystem, celestial bodies, life, society, industry, etc., what we pay attention to is diversity, richness, mutual change, and can be simple From complex to simple, each takes what it needs, nourishes each other, and grows endlessly.
Therefore, facing the 5G industry market, the rhythm requirements and security requirements in different fields are definitely different, but the people behind these companies have the common feature of this era is the pursuit of experience, and the pursuit of socialization and sharing is the background color. IT staff of IT personnel need to socialize, and the majority of programmers are using social programming such as Slack; let us put aside pedigree theory and genetic theory, jump out of the comfort zone, cherish the opportunities given to us by the times, value customer experience and user experience, value ecological laws, and gain insight into 2C The ecology and 2B users will evolve each other. We should not only maintain the original advantages of 2B, but also be good at tapping our advantages in terminals and other consumers, and make good use of the 2C ecology to develop our 2B business, using an evolutionary perspective, with user-oriented and Developer-friendly means, use the open source platform to gather developers and partners to develop the application ecosystem, gather more sticky and mutually evolving application markets, and win greater opportunities for our own 2B business.