The latest rumors on the Internet (common author Wang Changyou) show that Tencent Wangka has more than 100 million users, accounting for more than 50% of China Unicom's 4G subscribers. Since its launch last year, Tencent Wangka has led the pace of traffic competition so far. Due to the needs of industry competition, China Mobile and China Telecom have also launched their own unlimited packages, including local unlimited and Internet orientation, and are still promoting the country unlimited. Even so, the madness and enthusiasm of Tencent Wangka has not been reduced, especially in the group of young people who are mainly after 95s and students, with a high reputation and market share. In this way, it will bring you an unavoidable problem. How can the national unlimited card be used for Tencent Wangka?
First, whether it is an affordable card or a taro card, the user consumption sees the difference
From the perspective of attributes, Tencent Wang card is characterized by unlimited Internet traffic, that is, the traffic is free when using a specific APP application, and the general traffic other than this needs to be paid. Therefore, from this perspective, Tencent Wangka is not a true unlimited card, even if the speed limit is not considered. The national unlimited card is free for all applications, and it is truly an unlimited amount of travel throughout the country. It is a real “Shenzhou lineâ€. Therefore, from this perspective, the national unlimited card is a real affordable card. From the package price and user ARPU point of view, Tencent Wangka series, the cheapest Dawang card is 19 yuan start, the average user's consumption has basically reached 19 + 30 yuan, the cost of accounting has reached 49 yuan. There is unconfirmed news that China Unicom's Tencent Wangka user ARPU has also reached about 50 yuan. Due to problems such as inter-provincial settlement, the starting price of the package is slightly higher. Some operators have introduced 49 yuan, and some operators have introduced 50 yuan. From this information, Wangka is not as cheap as the propaganda.
The reporters of the Beijing Evening News found through investigation that these traffic cards claiming to be free of traffic are not really free to use, but only the orientations exclusive to their apps or websites are free, and the advertisements, subtitles and barrage in the App software are not in the Free flow range. Xiao Cui, who was interviewed by the Beijing Evening News reporter, complained to reporters that he usually used the WeChat when he inserted the "Dawang Card" and occasionally jumped to a third-party platform. If he accidentally, he would be charged. Sometimes using a small program can even "run" traffic inexplicably. Therefore, even if the "two-hop charging" of the Internet-oriented unlimited card is not considered, the cost of Wangka is actually equivalent to the cost of the national unlimited card.
Second, quickly improve user DOU, win the favor of young group users
The 2017 report released by the China Internet Information Center shows that in the age structure of Chinese netizens, the proportion of people aged 29 and below is as high as 53.7%. In terms of network usage frequency, users after 95 and 00 are the most active group. At the same time, the population base after the 1990s and after 00 reached 330 million, which has surpassed the 220 million after the 80s and became the backbone of the Chinese Internet. According to the special statistics released on the Internet, on weekdays, about 60% of young people spend more than 2 hours a day on leisure and entertainment, and more than 5 hours on weekends. After the 70s and 80s, the "bubble bar" became a "bubble net" after 95. The channels for leisure and entertainment to obtain information are mainly social circles and public numbers. They love movies, love variety, and love the second element. Compared with previous generations, they love games, esports, video and animation, and animation after 95s. . Internet companies are good at seizing the hobbies and consumption habits of young group users, and Tencent has released the "Announcement on Further Upgrading External Chain Management Rules" to block other short videos as a means to cultivate their own microvision. The result is that this announcement allows multiple platform content such as vibrato, fast hands, and second shots to be shared with WeChat. Everyone can learn from this and think about it.
The principles of Marxist philosophy have taught us to learn to distinguish between major and minor contradictions and learn to distinguish between major and minor aspects of contradiction. When analyzing, solving and dealing with problems, we must not only see the main aspects of major contradictions and contradictions, but also adhere to the key points and be good at grasping the key points. We must also see the secondary aspects of secondary contradictions and contradictions, adhere to the two-point theory, learn to look at the issue comprehensively, and achieve the unity of the two-point theory and the key theory. At present, the big video + large traffic + unlimited amount has been a remarkable feature of the post-4G era. Therefore, whether it is to increase the level of incremental customer acquisition, or to enhance the ability to maintain inventory, improving user DOU has become the top priority of operators, which is the main contradiction that needs to be resolved. And to enhance the user DOU, it is inevitable to start with the content. At this stage, the main carrier of content is video + games. So where does the content come from? The resources of the content are mainly dominated by the Internet represented by BATJN (N refers to NetEase, which uses the initials of its company name NetEase). Therefore, according to such logical reasoning, it is natural to upgrade the user DOU to cooperate with BATJN and others. The reason why China Unicom has achieved the rapid improvement of user DOU in the short term is inseparable from the support of BATJ after the mixed change. China Telecom and NetEase jointly promoted the NetEase red card is also this gameplay. Perhaps it is this form of recognition. China Mobile has recently strengthened its cooperation with BATJN and continued to launch new products. In cooperation with Tencent, it launched a WeSim card targeting users' outbound business, and jointly launched a small solution to solve the user's shopping needs with Ali. Leica and Leica.
Third, control the online entrance, and draw closer to the user
If we further subdivide the online behavior after 95, we will find that the high-life scene exposure is its main feature, that is, the daily offline behavior is transferred to the line. Social networking is a rigid demand for the post-95s; games are important entertainment consumption after the 95s, and they prefer high-competition games, and will tap potential social value; video animation has reached 41.2% penetration after 95s. . From individuals to groups, and then from groups to corporate behaviors, there is a reference. Here, only the post-95 is taken as an example to illustrate the role of the line. These behaviors are an important basis for operators to consider when formulating various marketing strategies. Let us look at the business scope of BATJN, and its core business focus is on solving user pain points.
After the above analysis, the operator's business behavior must also be extended from the line to shorten the distance from the user. This high-exposure live scene online entrance has become a top priority. All kinds of Wangka and Baoka are through the powerful implantation and promotion of BATJN, and they have gained customers through the mountain and the countryside, thus harvesting user traffic. Tencent Wangka is finding the weaknesses of operators who are trying to gain customers by strengthening offline, and has achieved rapid expansion. What can be done by "one click" on the user line, why should I go to the business hall? The current offline channels generally face problems such as fewer shop users and poor ping performance, which is a direct reflection of users' demands. Operators who have solved the user's good demands have won the favor of users. Therefore, to meet the Tencent Wangka, or even to defeat the Wangka in the competition, you must seize the entrance to the online scene with high exposure. From this perspective, the competition of operators will extend to the level of online entry competition.
Fourth, with all kinds of novelty, seize the user's "eyes shine"
Why can WeChat gather a large number of users in the short term? We have not seen the large-scale promotional advertisements of WeChat, and we have not seen the promotion and promotion under WeChat. In fact, the case of WeChat's successful acquisition of customers has brought a lot of inspiration to operators. WeChat's shake, I believe most readers have used it. Tencent Wangka is using the first "unlimited" to rely on the similar word-of-mouth, and has taken the lead in attracting users' attention. The fast-paced life, everyone is passing by, grabbed the eye, and seized the consumption. This may be the "eyeball economy" in economics.
Now all operators have launched various names of Wangka, Overlord Card, Devil King Card, and even Wang Zhongwang Card, but for the time being, they have not achieved the effect of Tencent Wangka. Because for the vast majority of users, they simply can not identify the ownership of the various Wangka operators, remembering the Tencent Wangka. From this dimension, the national unlimited card, in addition to the current real material, is also famous. Give the national unlimited number of cards a name that makes it easier for everyone to remember, and perhaps has a greater promotion effect than the national unlimited.
From the perspective of marketing, users are the first; from the operator's organizational path from user to business to revenue, users are also the first. Therefore, after meeting the needs of users, operators can consider how to achieve business and revenue growth. And this is also the most direct basis for solving all competitions with various Wangka.
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