Chapter 140 In this wave, Weixin stands in the atmosphere!
Return to the room.
Zhang Shuo began to deal with the New Year congratulations sent by colleagues, friends, and classmates.
Basically, Weixin is used.
After Weixin launched the Spring Festival exclusive emoticon package and fireworks special effects, most Weixin users chose to use Weixin to send New Year greetings, abandoning the outdated text messages.
Indirectly, it attracted a wave of popularity for Weixin.
In addition to replying New Year greetings, Zhang Shuo also takes the initiative to send New Year greetings to some people, such as Mr. Tang, his second uncle, Dean Tong, Professor Wu, etc.
In addition, some official personnel who have met at previous events also have to greet each other as a routine.
unconsciously.
In the past half year or so, Zhang Shuo has made a lot of friends in Binhai City.
I have accumulated some connections.
After finishing his work, Zhang Shuo started to check his WeChat Moments again, mostly posting photos of the New Year's Eve dinner, family photos, watching fireworks, and visiting temple fairs.
Only in the circle of friends can you find a hint of the New Year.
That's outrageous.
Right now, the only pastimes during the New Year are playing mahjong, playing cards, singing in KTV and a few other things, especially since there is no Spring Festival holiday yet, and movie theaters are not even open on New Year's Eve.
Unlike a few years later, watching movies has become the biggest entertainment during the Spring Festival.
online.
With the arrival of New Year's Eve, the discussion about MiLiao and WeiXin has become a hot topic.
Zhang Shuo browsed and opened Zhalang and Tianya. Overall, Weixin's discussion popularity was obviously higher than that of Miliao. Of course, this does not mean that Miliao has failed.
The only difference lies in their marketing strategies.
The number of MiLiao users has almost exceeded the 30 million mark. Therefore, in this Spring Festival marketing of MiLiao, acquiring new users is still the top priority of marketing, and the strategy adopted is to attract new users to win rewards.
As long as you attract a new user, you will be eligible to participate in the 200 million cash share.
And it's still divided randomly.
On the day of the lottery draw, you may win a minimum of 1 yuan, and a maximum of 10,000 yuan.
The huge uncertainty and low-threshold participation method have indeed attracted a large number of new users to Miliao. It is conservatively estimated that the user growth will be more than 20 million.
It's almost doubled.
Xiaomi also wants to raise the participation threshold to "acquire two new users", so that the growth of users is theoretically expected to exceed the 40 million mark, and it will soon catch up with Weixin's number of users.
This involves a psychological game with users.
It may be said that users work hard to attract new users in order to receive a cash reward of 1 to 10,000 yuan;
Also a possibility.
Users felt that the threshold for participation was too high and simply gave up.
Because MiLiao has squeezed out most of the space for attracting new users in the last round of marketing activities with free phone calls, those who have previously downloaded and uninstalled it are not counted as new users.
It is relatively easy to pull one more person, but you may not be able to find it if you pull two more people.
Or there may be a fight.
In the end, only some users may be able to participate, and the gain outweighs the loss.
After all, the reward is only 200 million.
In addition to the game with users, Ahri’s interests are also involved.
For Ali, the greatest value of this MiLiao Spring Festival marketing campaign is not how many new users it can add to MiLiao, but how many new users it can attract to Zhifu Bao.
As long as you participate in the "Share the 200 million grand prize" activity, you will basically open the Fortune Treasure.
Otherwise, your participation will be in vain?
So according to the simplest logic, Ali certainly hopes that the more users will participate, the better, and it naturally hopes to minimize the threshold for user participation.
As for Xiaomi's interests, in Ahri's eyes, these are secondary.
It’s very consistent with Ahri’s style.
This is not to say that Ali is unique, but that Ali’s business model determines it. It is the demand side of traffic. The ultimate goal of any investment is to introduce new traffic into Mobao.
The characteristics displayed are plunder and control.
on the contrary.
Tenda of the original time and space, with the blessing of ICQ and Weixin, the two major social software, is the supplier of traffic. Therefore, any investment is to provide traffic for partners.
Therefore, Tengda will behave more gently towards its partners.
Instead of being as strong and controlling as Ahri, no matter what companies you invest in, the ultimate goal is to integrate them into the Ahri system.
The two are just different business models, and there is not much difference.
They are essentially greedy.
Going back to this marketing campaign, Weixin’s appeal is completely different from Miliao’s.
Weixin has exceeded 70 million users, with a market share of over 70%, and a high user retention rate. It can achieve huge user growth every day just by relying on tap water.
It is no longer necessary to be like MiLiao, who is still burning money to acquire new users.
So what is Weixin’s appeal?
It's actually very simple.
It is obtained through Spring Festival marketing to further increase user stickiness and build a strong moat.
In the final analysis, when doing social networking, you still need to compile a network of acquaintance circles, just like a spider weaving a web, so that users cannot easily abandon the social circle that they have worked hard to establish and maintain.
As long as the cost of migration is too high, there will be no change.
The "Circle of Friends" function was developed based on this logic. Weixin's Spring Festival marketing activities are also focused on promoting the "Circle of Friends" function, rather than acquiring new users.
besides.
Weixin's Spring Festival marketing campaign also has a deeper logic, which is to stimulate users' desire to compare in terms of "number of likes" in their circle of friends, and to intentionally guide users to create a persona in their circle of friends.
Want to get more likes?
The best way is to add more friends.
Over time, the social circle of every Weixin user has been greatly expanded, and the entire social network has also been consolidated through individual expansion.
It can be said that there are no "sinister intentions".
Therefore, from a superficial business logic comparison, the marketing activities of MiLiao and WeiXin can be said to be comparable, each has its own merits, and both can achieve their respective preset goals.
But from the source, Miliao has already lost.
Complete defeat!
While Mi Liao was still busy recruiting new members, Wei Xin had already reached a higher level and quietly built an invisible moat.
If we wait until the future to come back to our feelings, I'm afraid it will be too late.
Of course.
Weixin’s competitor has never been MiLiao. It is so anxious to build a moat, even burning 300 million in funds to increase user stickiness. In essence, it is to respond in advance to Tenda’s WeiChat, which is being developed.
This is used to hedge against the user stickiness and recognition Tengda has accumulated through ICQ.
It can’t be said that I didn’t put much thought into it.
Even a social giant like Tengda would probably have a headache facing an opponent like Zhang Shuo who can make predictions in advance.
Because it has been seen through a long time ago!
After browsing the news, Zhang Shuo took out his mobile phone again, turned into a like maniac, and liked all the posts in his WeChat Moments. The post from his little secretary in his WeChat Moments was the funniest - "I gain three pounds during the holidays."
During the New Year’s Eve dinner, Versailles is not forgotten.
Anyone who has used Weixin Moments can intuitively feel that Weixin's simple, refreshing, and privacy-focused interactive interface is completely different from ICQ or space dynamics.
The essence is also the difference between the mobile terminal and the PC terminal.
To be honest, the current mobile phone ICQ, the underlying logic is still stuck in the PC era, basically copying the functions of the PC side. No wonder the daily active users of the original time and space are still showing a downward trend.
Being abandoned is inevitable.
Subsequent updated versions of mobile phone ICQ have been moving closer to Weixin.
…………
New Year's Day.
Zhang Shuo's family returned to his hometown in Chong County to pay New Year's greetings.
Because he had a response plan in advance, Zhang Shuo seemed to be able to deal with the heavy blockage from his uncle, brother-in-law, and cousins. Anyone who came to him would always say one thing - "Go to my dad!"
Then he sneaked to the mountains to play by himself.
These people all found Zhang Zhandong again, and Zhang Zhandong had to organize a temporary family meeting to announce the establishment of the Prodigal Son Fund, but he still couldn't resist everyone's curiosity.
Grandpa: "What is chicken essence?"
Uncle Zhang Zhanbei: "Why did you choose such an unlucky name?"
Zhang Kai: "Can I apply now? I want to open a store in Chong County."
"It's just a preliminary idea now, and the specific charter will have to wait until after the Lantern Festival." Smart Zhang Zhandong did not even reveal the specific amount of the fund.
Although Zhang Shuo wants to spend 15 million, he cannot just squander it to everyone. He still has to make a steady flow of money. Most of the funds will not be deposited in the bank, but will be used to buy liquor stocks.
Used for value preservation and appreciation.
Zhang Shuo cannot always be a money-spender and constantly inject new funds into the prodigal fund.
After all, he was on official salary, and Zhang Zhandong was very prestigious at home. He had already said so, and no matter how much others had other intentions, they would not be able to question him too harshly.
Even if this matter is over for now.
As a result, as soon as Zhang Shuo came back from the mountain, his grandfather mentioned to him that the village was going to build an ancestral hall.
have to!
Another thing that needs to be done.
Of course, this does not mean that Zhang Shuo is required to pay for the construction of the ancestral hall alone, but that Zhang Shuo, as the richest person in the village, should take the lead in donating the most money.
"This is a major event to honor our ancestors, and the donation list must be engraved on a monument." Grandpa paid special attention to it.
Zhang Shuo can understand.
In southern rural areas, after living conditions improve, there are usually three major events that cannot be avoided in the village. The first is to build the ancestral hall, the second is to build the village temple, and the third is to rebuild the genealogy.
The importance is even higher than building roads.
When raising money for road construction, there may be one or two families who are unwilling to pay, but when it comes to building an ancestral hall, there is absolutely no problem. No matter how poor the family is, they will donate money.
No one wants to be stabbed in the back in the village.
We cannot insult our ancestors!
"I fully support this. Let my dad decide how much money to spend. It will be spent from the fund and donated collectively in the name of the Zhang family." Zhang Shuo still passed the blame to Lao Zhang.
He doesn't want to be in the limelight.
"That's the idea. You haven't started a family yet, and you haven't separated from your father, so you should write your father's name on the donation." Grandpa was very reasonable.
"right."
Zhang Shuo breathed a sigh of relief quietly.
"Then, kid, when are you going to get your wife?" Grandpa asked.