“All capital is running into small programs this year, and at least a few billion will be invested in small programs throughout the year.†Based on this judgment, Zhu Xiaohu, the managing director of Jinshajiang Venture Capital, felt that he was standing on a crater, a small program erupting crater. The 500-day small program on the line is like a magical window. Through this window, more and more people have seen the huge opportunities in the WeChat ecosystem. The achievements of these opportunities are WeChat’s more than 1 billion monthly activities. More than 50% of the users on WeChat use the mobile phone, which is the low-line urban traffic blue sea brought by WeChat leads the channel sinking. Now, WeChat hopes that the user's usage time can be longer, so it needs to accommodate more scenes. The source capital CEO Zheng Xiaole compares these scenes to “time-filled stuffâ€. The light source served as a financing consultant for fun headlines, fast hands, and Haro bicycles, and realized the value behind the sinking channel earlier. If we make a rough summary, we find that the emerging WeChat startup projects are mainly concentrated in three directions: e-commerce, content payment and small games. In the direction of e-commerce, there will be more than 100 billion in the GMV in 2017 and a gathering of 10 billion yuan; Content payment is represented by ten-point reading, thousands of chats, lychee micro-courses, and technical service provider Xiao Getong; The mini-game started with a jump, and there were a number of small-screen games that quickly appeared. Among them, the king of the mind, the king of the pinball, and the pirates came to the foremost. Obviously, these successful projects will attract more and more entrepreneurs to WeChat gold, but are they ready? What kind of game should I use to pan for gold? Where is the red line of WeChat traffic? Is WeChat a million-dollar monthly omnipotent? Tencent, which is questioned without dreams, is its top product, WeChat, open or closed? It’s too late to go to WeChat gold. Before the fight, China had not seen e-commerce with a valuation of more than 15 billion US dollars in six or seven years, and the traffic was too expensive.†The founder of Global Catcher, the original Taobao Golden Crown seller Li Wei at the internal sharing meeting of GGV Jiyuan Capital Said, Global Catchers use WeChat social traffic for distribution, Li Wei expects its GMV to reach 10 billion by the end of 2018. Gu Chengwen, managing director of Panda Capital, recalled that in 2014 and 2015, they invested in a lot of e-commerce companies, but they fell into a very painful situation in 2016. At that time, everyone felt that they had turned into an inverted triangle on the customer. The funnel, everyone is facing the problem of traffic bottlenecks. “Everyone is too hungry for a company that can create new traffic.†Zheng Xiaole told Fenghuang.com. The situation of “flow is too expensive†is being dispelled today in the WeChat ecosystem. At the same sharing meeting with GGV Jiyuan Capital, Chen Qi, CEO of the Beauty United Group, mentioned that WeChat currently has two major traffic pools, the largest of which is in various WeChat groups and the other is a circle of friends. Chen Qi also revealed an unconfirmed statement, "I heard that WeChat search has exceeded Baidu, and now it is uncertain, but this is inevitable." Maitreya, vice president of micro-selection operations, told Phoenix Technology: "The price of a micro-selection code is 1000 yuan, up to 5000 friends, but this is a theoretical value. After you really fill 5,000 friends, your circle of friends may be restricted, so our experience comes. Look, generally a micro-selection code plus more than 3,000 friends is almost the same, so that the cost of a WeChat fan is only 0.2 yuan -0.3 yuan." Micro-selection is a joint venture established by Jingdong and Meilian United Group. The brand is positioned as “WeChat Good Store Daquanâ€. After entering through the small program, you will see the collection of merchants of various categories on the interface. The code is actually the personal micro-signal operated by the merchant itself, and there will be a “talking chat†in the merchant interface. Li Kefeng, vice president of Jingdong Group and chairman of Jingdong Mall Technical Committee, provided a set of data. A merchant in Jingdong adopted the spread mode of Jingfu Small Business Mall Zhongfu Bag, which once achieved a diffusion ratio of 5.2 times, the new visitor ratio. Accounted for 22%. Different from the inverted triangular funnel-type platform flow faced by e-commerce in the past, Li Kefeng analyzed: "WeChat does not have a fixed amount of traffic to the merchant. It may be shared by one person from the bottom to another. It may eventually be shared with hundreds of millions of users, so the traffic does not depend on the traffic that the platform gives it, but depends on the traffic. As for how you use the social relationship chain in WeChat ecosystem, it is very good to embed in the WeChat scene, resulting in fission spread." At the end of April, Jingdong officially launched the Kepler small program platform, which can provide a small program generation platform for brand owners. At the same time, it also prepared many marketing products for Jingdong, including Jingdong direct investment, Jingdong rice, Beijing powder. Planning and social Rubik's Cube, etc., then Jingdong will focus on building the precipitation of the flow to the fission ecology, to do price discounts, coupons, blessing bags, purchases and so on. It is worth mentioning that Jingdong is buying and selling. As a similarly-packed business, Jingdong has been launched in 2016 and launched in March this year. At present, Jingdong is regarded as the main expansion of Jingdong in low-tier cities. , is responsible for the Jingdong WeChat Hand Q Division. Zhang Jing, the head of the business department, told Fenghuang.com that the various marketing tools, social skills and understanding of users in WeChat ecosystem will be precipitated to give Jingdong a purchase, and let it go out as a product form. Jingdong's supplements are sinking. Jingdong will buy out like an independent air force or an independent force. The reason why e-commerce has become the first direction in the rapid development of WeChat ecosystem is that it has been a business model that has been verified in the PC era. Gu Chengwen divided the main entrepreneurial direction in WeChat into two ways of summarizing. One is that this model has been verified in the era of PC and mobile Internet. It was originally an independent model, but it was replaced by a carrier. Put it on WeChat to do it. Nowadays, the market is relatively hot, this kind of opportunity, e-commerce, content payment, small games as the first march, because such opportunities are easier to reason, Gu Chengwen told Phoenix.com, "the original proven model, now more Excellent, higher efficiency to achieve it, it is natural." The other way is that in the past it was considered difficult to do. Gu Chengwen gave an example, such as personal-to-individual travel direction, which requires a high threshold of trust. Now the startup team is counting on some new changes in WeChat, because the first is that WeChat has a low threshold; the second WeChat can naturally be seamlessly combined with online and offline; the third WeChat has better social variables. Adding these three elements together will lead to a pattern that can't be run through, which is another type of opportunity. What is the difference in the gameplay in WeChat? Maitreya just ended the business conference of micro-selection investment. He found that the biggest pain point of many merchants at present is that they will not play in WeChat. Many businesses do business in WeChat, and they are still doing business for Taobao. For example, most merchants will Send a Taobao password in WeChat, then lead the user to Taobao. In Maitreya's eyes, this is not really a business in WeChat. "For many businesses, they think it might be a small program, or a subscription number, the service number is OK, in fact, these are not, the complete WeChat ecosystem is to combine these links, around a Goal to advance." In the process of user growth, the “North Star Index†is often used, also called OMTM (One metric that matters). Once this indicator is established, it will guide the whole company up and down like the Polaris and move in the same direction. For example, total sales (GMV) is for e-commerce and monthly for instant communication. Most of the startup's "North Star indicators" in the WeChat ecosystem may be as large as possible. In social software, you need to get enough traffic. Jing Min, a partner of Jingwei China, believes that in essence, the services you provide must allow users to pay and be satisfied, because users will be fissile. What is fission? That is, you are willing to share and recommend this good thing to another person. Wei Ying, the CEO of second-hand book e-commerce and catching fish, believes that the most important thing for the product is to gain the recognition of the core users and influence the two or three people around him, and the growth rate will achieve geometric multiples. The group's gameplay is also iterative. Before that, everyone is doing a large group of hundreds of people. This group is often not focused enough. Users feel that they are being harassed. Finally, the group is muted. Instead, some groups with common preferences and small groups are getting more and more Popular, Maitreya continued to try, and finally decided to solve the problem of traffic through the personal number, to achieve personalization of the enterprise. According to Fenghuang.com, Handu Yishe has nearly 2,000 personal numbers on the micro-election. If you add 3,000 friends to each personal number, it is 6 million fans. Maitreya said, "If these 2,000 numbers are simultaneously Sending a circle of friends is equivalent to a free circle of friends who don’t want money." Today, doing business in WeChat, the operational logic is not the operation of goods, but the operators, through the discovery of the value of people, split more users. Therefore, we have seen new traffic games such as grouping, distribution, rebates, and blessing bags. As a coffee that relies entirely on the WeChat ecosystem, even before the small program era, even coffee introduced a fissile game of blessing bags - each ordering user will get a blessing bag for free, including 50 different types of coupons, and through the blessing bag Each new person will receive 0.35 cups of coffee rewards, receive more than 30 people through a single blessing bag, and get 0.1 cups of coffee rewards; even coffee can be realized in just 3 hours through a two-week development of a small program. More than 100,000 people have successfully assembled. In the content payment area, you may have already brushed a number of course posters in your circle of friends. After the user has shared the invitation posters to the circle of friends, he has generated his own exclusive link, and the friend purchases the course through this link. After that, the user will form a binding relationship with the user, and will directly return the user to the WeChat red envelope. The technology providers behind this gameplay are mostly goslings. As of May 10, the total revenue of Xiaoyuetong has exceeded 1 billion yuan. The technology and service side behind this knowledge realization has obtained a large number of head customers from the media, publishing houses and educational institutions, including Wu Xiaobo Channel. 10 o'clock reading, Mi Meng, science captain, rice cake mother, etc. When Goose was previously launching a group game, he found a science education institution "science captain" to do grayscale testing, and found that the sales volume of the column was increased by about 10 times by simply using the marketing tool of the group. Fan Xiaoxing, co-founder of Xiao Getong, revealed that in March of this year, 20% of Xiaoyetong’s customer transactions were from transactions brought by coupons, rebates, and groupings. In the eyes of Wang Daoping, a partner of Huachuang Capital, this kind of traffic play such as grouping and distribution on the basis of WeChat will not only be much faster and more efficient, but also much larger in scale. WeChat red line In WeChat's circle of friends, there has always been a mysterious "sentimental threshold". Once the amount of forwarding is too large, the threshold is triggered, and it will encounter current limit or even stop, which is often touched by many screen projects. Red line. A few days ago, the friend circled the screen and didn't go home at 3 o'clock in the morning. Because of the breakthrough of the WeChat forwarding limit, the friend circle was only visible. The two founders of the friend's impression, Li Haoyang and Wei Zhicheng, are deeply involved in the virus spread on WeChat. They have used various H5 forms to create the explosion. The first small screen program a year ago was anonymous. "It was from their hands. At the same time, anonymous chat was also the first small program that was suspended due to violations because of allegedly induced sharing. In order to increase the number of uses of each QR code, Li Haoyang and Wei Zhicheng also created a way to search for passwords in the QR code. They gave each QR code a three-digit password, from 001-999, to a The QR code becomes 999 QR codes and can be used 999 times. In fact, the number of times they were stopped by the micro-envelopes increased more than 20 times. This also made Li Haoyang and Wei Zhicheng probably understand the red line of WeChat in the collision. For small program code and H5, WeChat friends circle will first have a hard threshold in technology, Li Haoyang concluded: "In the circle of friends, 80%-90% is due to excessive spread, and touched the threshold red line of public opinion monitoring. This threshold is more than 100,000 times in 24 hours. The so-called threshold is the forwarding of friends circle. The amount is large, only the circle of friends, group sharing even 1 million WeChat will not be sealed. Wait until the next day, WeChat friends circle will release the spread." However, Fan Xiaoxing told Phoenix.com that "In fact, WeChat has been adjusting, and the data we know may not be the same every time." In addition to inducing sharing and thresholds, WeChat also has some relatively subjective blocking criteria. WeChat is very opposed to low intelligence, such as test games that have no scientific basis at all; for example, things that consume mutual goodwill or trust between people, WeChat does not want it to appear, Li Haoyang told Phoenix.com, "Like these Something may not reach the tenth of the threshold limit, as long as WeChat finds it will break it." The impression of friends will now make their own small programs change from "quick explosion" to "slow explosion" and control the data growth at a certain rate. Wei Zhicheng believes that "the explosion is too fast, the heat is fast and fast, and it is common. It is said that there will be such a law. And your things are always blocked, this is hurting the user experience." Incompetent WeChat Tao Tian, ​​the person in charge of Taobao Technology, said in an interview with Fenghuang.com that it is testing the small programs in the hands of the Taotao Ecology to make the services in the Taotao system lightweight. For the social e-commerce of the WeChat ecosystem with high momentum, Nantian believes that: "If you rely on large traffic and easy to get a good e-commerce, then in the PC era, pats can already kill Taobao. It is a good thing to compete, but how to better serve consumers, Taobao has its own philosophy." The most important pirate model (AARRR) in the growth hacker, user acquisition is only the first step in the entire user life cycle, followed by user activation, user retention, revenue acquisition, and user self-propagation. Zheng Xiaole said to Phoenix Net Technology, "I think that all the application scenarios of the small program, there may be some challenges in retaining." Because the entrance is decentralized, the purchase made through the link shared by friends, the next time will not Let the user go back to this entrance. In Wang Daoping’s eyes, the traditional e-commerce associations are very focused on retention, because for them, the users who stay are called users, and those who can’t stay are not called users. However, on WeChat, in fact, retention has become weaker. Is the opening rate and the like." In Gu Chengwen’s observation, “In fact, the best companies are spending the most effort to make users retain and wake up, because if you always do new, this is just the initial stage of a company. You observe the core of the fight now. All are old users who are pulling back." Goose is currently doing some better courses, and the repurchase rate can reach more than 50%. In solving a series of problems such as user stickiness and subsequent course opening rate and repurchase rate, Goose will put some customers' Operational odds are made into a generalized demand. For example, the "punch training camp" function launched by Goose is because the operation director of the 10 o'clock reading has similar needs. Goose is the function of this small program, and then open to all customers - let the user get the experience of punching cards. Sharing out, while doing a good job of data accumulation, to bring a sense of accomplishment to the user, while Fan Xiaoxing said that the Goose Pass has also set up a prize pool, and all users who have completed the punch card can all get the bonus. The point system of the second-hand items exchange system "shared things", the innovation is to replace the money with "small red flowers", improving the efficiency of the goods. In terms of retention, the partner said that Peng Gang said that “the secret weapon†is to reward the giver with points, and also stimulate the shiper: “Happiness says that we pay great attention to the acquisition and encouragement of core users. Who are our core users? Our users send out 3 things, which are basically addictive, especially female users. This giver group is mainly a small mother group. They will feel very helpful to others." In addition to focusing on improving user retention, it is also an ability to identify differentiated people. On the vertical track, Wang Liang, the founder of YHOUSE, who is eating and drinking, is convinced that PK is the ability to find quality users, rather than wide-spreading to find a large number of users, "now the entire Internet horizontal track, like a lot of more The company's coming out is definitely not a big probability event, but the vertical Internet companies, their appearance will become more and more normal." At present, YHOUSE's single user has achieved profitability, that is, to see the cost of a single user. Is it lower than the income earned from the user? Open WeChat, closed WeChat QuestMobile's "2018 China Mobile Internet Spring Report" pointed out: The total duration of mobile Internet usage is growing, with the fastest growth being short video. In the proportion of user time, the short video increased from 1.5% in March last year to 7.4% in March this year. The report pointed out that the time for users to use instant messaging is obviously shifted to short video, and the duration of instant messaging users has been from last March. 37.9% fell to 32%. The user's length of use has been robbed, which is something that WeChat can't tolerate. As Luo Zhenyu said, entering the second half of the Internet, all products will eventually compete for the user's time. Tencent's 3 billion yuan gold restarts short video micro-vision, and today's headline's vibrato has become the biggest enemy of micro-vision, which also makes the contradiction between Tencent and today's headline escalation. Since the media "ZTalk@é’é¾™è€è´¼" also counted Tenex's 12 excuses for the ban on headlines, the plots are very similar. Each time Tencent banned the headlines, the headline complained, and Tencent made an excuse to explain the response. For this series of events, an investor told Phoenix Network Technology: "The so-called Tencent gives people a relatively open feeling. It's just a feeling. I don't mean that Tencent is not open, but it is always a business society. Tencent has its own strong interests. It can't do public welfare. Tencent is very open. But when you want to touch its interests, how can it be so open?" On the other hand, Wu Bing, vice president of Changqing Investment, said in the article of Chapter 42 that many companies' development paths are staged from the WeChat traffic, and users will eventually be guided to a certain carrier. on. According to Caijing, more and more people are gradually guiding users from WeChat to their own apps. As a key enterprise that Tencent has already led two rounds, many founders Huang Wei stressed, "We are now ordering orders from APP. Far more than 50%." In the eyes of Zheng Xiaole, "for the more complex and interesting headlines, they are all centralized businesses, and they need to direct traffic to themselves. The means of decentralization is just a way for them to get traffic; but for a special native. Decentralized products, such as the small game 'Pirates Come', are created entirely for the social ecology of WeChat applets, and that would be much better." Perhaps because of the success of many games, gatherings, small games, etc., many people have unrealistic imaginations about WeChat ecology. More and more people go to WeChat gold, but the essence of all businesses will eventually fall back to service. The product itself. In addition to e-commerce, small games and content payments, what is the next big entrepreneurial direction in WeChat? What new ways of playing on WeChat traffic? How to achieve user retention after getting a customer? Where is the next company that can create new traffic, is it vibrating and fast?
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