Copywriting for Moments of Graduation Season:

1. After graduation, I hope we can shine in the years when we can’t see each other.

2. When parting, others said to cherish, but I want to wish you all the best.

3. This summer, many years later, it will become that summer!

4. This is the way a person lives. There will be some people who will get close to you for various reasons and then disappear quickly.

5. Xia Feng takes away only the unconcealed enthusiasm, and can’t take away the countless memories between us.

6. Starlight doesn’t ask travellers, time pays off.

7. Always young, always tears in your eyes.

8. What worries me recently is that small farewells always make people feel lonely, so I plan to accumulate those short-lived encounters and farewell episodes little by little and cherish it.

9. The encounter does not necessarily have an ending, but it must be meaningful!

10. We smiled and said goodbye, but we knew that goodbye was far away.

11. Regardless of whether you are splendid or depraved in the future, whether it is smoke or heavy wine, heavy rain, or sunny weather, wind or cloud, I wish you always happy. 12. Leave with a smile in the corridor of the acquaintance. 13. Since then, the mountains are high and the rivers are long, no longer ask about the return date. 14. I just stood in the sunset for a while, and we graduated. 15. In the WeChat list, there are more people who don’t contact often… 16, I hope the future can be rushed, and there is youth to look back. 17. You are bored and feel reluctant when you lose it. 18. All the beginnings are flowers that bloom from parting. 19. Youth, no matter how long or short, will always end. 20. The youth is in turmoil, and we are separated in scribbles. 21. When you are apart, you must look twice, because the sentence of frequent contact is false. 22. Ewha thanked Chunhong, and the years were too hurried. Suddenly, I have become a passer-by, only wishing to meet each other. 23. I wish the world continue to lively, and I wish you the same look! 24. The sun was shining on graduation day, just like the first time I saw it three years ago. 25. So thank you very poorly, because Japan will be longer. 26. I once thought that school uniforms are a kind of restraint, but later I learned that it was the most carefree day! 27. The bridges are strong and the tunnels are bright. 28. The blue sky of yesterday disappeared into the crowd with the young man waved his hand. 29. I look forward to seeing you after the goodbye, and I miss you sweetly when I separate. 30. This is the most boiling chapter in our hot youth. Graduation season WeChat graphic layout style:

After upgrading to the latest version of WeChat on the computer, you can see the “Circle of Friends” icon on the left after logging in to your account. Click the “Circle of Friends” icon to browse your own circle of friends on the computer. Through personal testing, we know that the Moments page supports the front-end top function, the left side is the message and refresh buttons, and the right side is the top, minimize and close buttons. The Moments page cannot be viewed in full screen for the time being, the page width remains unchanged, and the length can be adjusted freely within a certain range.
When browsing Moments, videos and pictures can be entered on the full screen, and the shocking effect brought by the large screen does not require language to describe. Like the mobile terminal, you can like and comment in text emojis for your circle of friends. You can also slide the mouse wheel upwards on the Moments page to refresh. This operation is similar to the sliding and dragging of the finger on the phone or tablet.

Sou Yisou brings new functions and interfaces: the upper left corner of the page is the forward, back and refresh buttons, and the right is the top, minimize, maximize and close buttons. This is a completely streamlined browser. It can be seen from the page that the content that can be searched includes articles, emoticons, official accounts, mini programs and Moments, which are basically Tencent’s own traffic pools. When entering the search results page, the search results will be divided into 9 categories: in addition to the above 5 categories, four new categories have been added: video, encyclopedia, news, and Q&A. Through the personal test, we can see that there are still some bugs in the full-screen mode, such as zooming issues, unresponsive clicks, and other issues. I hope that we can continue to fix them in the future. The search results are mainly derived from Sogou and Tencent’s own content, which are Tencent’s exclusive advantages and have great competitiveness. Through these two upgrades, users can more easily browse and reply to Moments, which further enhances the user experience. The brand-new search function opens up a channel for users to search for exclusive WeChat content. Not only has it added a new way for users to obtain and read WeChat exclusive content, but it has also brought higher productivity in writing work. If you add a public search content port in the follow-up process, I believe Sou Yisou will become a search tool favored by more users. This may be one of WeChat’s ambitions. Qi Yan Ji Yu: Regarding the two new functions of WeChat, Qi Ji’s idea is this: Whether it is a computer browsing Moments or the new search function, it brings more convenience to users and makes it easier for users to use WeChat better. From the perspective of ordinary users, this upgrade of WeChat is quite good, and both new features are worthy of praise! Users who have a need for WeChat on the computer side may wish to try these two new features. I am Qi Ji, and the above are Qi Ji’s thoughts. It is not easy to create codewords. If you like, remember to follow Qi Ji’s ideas, you can also like, forward and comment. More interesting digital information is waiting for you to chat. The picture comes from the Internet, invaded and deleted!

For example, several years ago, iOS 10 introduced a feature called “CallKit”:

You can make WeChat voice calls and other Internet calls have the same experience as mobile phone calls, and you can answer calls on the lock screen.

So the iOS version of WeChat has also adapted CallKit and introduced a very useful function: voice calls are answered by the system phone.

But unfortunately, it didn’t take long for this function to go online because of some force majeure: it would cause harm to the interests of peer operators in the country.

So it was jointly blocked in 2018, which caused Apple and WeChat to cancel this feature…

So now iPhone users will experience this tedious process when they receive a WeChat voice call on the lock screen:

You don’t know who called if you don’t unlock it. You must unlock it, open WeChat, and wait for the software to start before you can answer or hang up.

After the whole operation, there must be at least 5~6 seconds…

Guo Guo once successfully missed the boss’s phone call because of this cumbersome answering procedure, and lost a month’s chicken legs…

Recently, many netizens said that they had received a call from WeChat inexplicably.

It is consistent with the previous experience of CallKit when it was still alive: it can connect to voice calls on the lock screen like a phone call.

Picture from @IT 之家

And the call log can also be automatically saved in the system call!

For example, the netizen who broke the news received a WeChat call (dog head) from “Long Ge”

Picture from @IT 之家

So some netizens joked: You can use CallKit because the other party is “Brother Dragon”~

But I, a loyal user who regards WeChat as a first love, failed to qualify for the test…

However, since so many users have re-used the CallKit function, it shows that WeChat still wants to bring this good function online again.

After all, this function is really much more practical than the “small tricks” such as shooting and status.

But it should be noted that this function can be used in WeChat version 8.06 or 8.07.

And it is only open for some users, only in the grayscale test…

Don’t be sad for users who don’t use it. This time, WeChat 8.0.7 is not only the only easter egg called CallKit.

Although this update log is still a familiar sentence:

Solved some known issues…

However, Careful Guo found that four other details of the new version of WeChat have been optimized:

Added “Creator Center”

In the new version of WeChat, the “Creator Center” column is added to the homepage of the personal video account, which includes:

Setting of 6 modules: certification, original plan, product window, creation guide, live broadcast income, and live broadcast task.

In this way, the design integrated into the same page is not only more concise than the original layout, but also more concentrated in functions.

I have to say that WeChat is really serious about the polishing of small details, it is really yours, small and beautiful~

The second detail of the new version of WeChat’s video account is that during the live broadcast:

Added close likes and open file presentations

These two optimizations can be set in advance before the broadcast, or they can be turned on during the live broadcast.

Then should I say something small and beautiful: You are so thoughtful and considerate…

After turning on the “Turn off likes” function, it means that others cannot like this on your live broadcast.

Turning on the file presentation function is to project the documents, PPT, and tables you want to share in the live broadcast room.

You can select files in storage locations such as chat, favorites, phone albums, and iCloud.

Good guy, this file presentation function is obviously for online meetings and online teaching.

It’s hard to say that WeChat has to learn Dingding, and set up an online education area, and then cooperate with the school to complete online check-in and assignments.

Don’t be afraid that everyone will be unified to the app store at that time: give Xiao Ermei “full score in installments”, 1 point per period (dog head)

A joke is a joke, but for many popular science and guidance bloggers, the file presentation function can be regarded as an “artifact”.

The third small detail is still the video number, it is:

Rich settings for live broadcast preview

In the new version of WeChat, you can also set the broadcast time and live broadcast theme when launching the live broadcast preview.

Among them, the time can be set to one month later at the latest, and there is a 60-word limit for the live broadcast theme introduction.

After reading this gadget, the first scene that came to my mind was to “convene a parent meeting”…

The fourth detail is to further clarify the relationship between status and video number:

Video number content can be selected for status background

In the new version of WeChat, when setting the status, it is supported to directly select the content of the personal video number.

And the content you can choose is not limited to the content you have published; it also includes likes, favorites, recommend for me, and follow.

So, a one-sentence summary is that except for a practical function of CallKit tested in grayscale, the others are all bells and whistles…

Of course, the above new experiences are only related to iOS users, but Android users don’t have to be sad:

First of all, Android users don’t need CallKit at all, or it has already been implemented.

Do you see which Android user needs to unlock the WeChat voice call when the lock screen is locked?

With the remaining 4 detailed optimizations, Android users should not update small and beautiful for these “interesting gameplay”.

So it’s better to say that iPhone users envy you Android users, after all, it’s very easy for you to pick up WeChat voice.

For iPhone users, from receiving the WeChat voice call to successfully answering/hanging up, the process is so angry that people want to throw the phone directly…

Of course, because I am poor, I dare not throw (dog head)

The malware affected 128 million iPhone users. The XcodeGhost malware was spread by hackers through the hidden installation of a version of Xcode programming software, then sharing on forums for iOS developers. Some of these malicious applications at that time included many popular names such as WeChat, the Chinese version of Angry Birds 2. Statistics show that about 2500 applications were infected with malware and up to 203 million users who downloaded these anti-malware applications Security experts believe that the XcodeGhost malware can collect information such as infected application name, device model, network information and some other data. Later, Apple said it did not record the data associated with the user’s identity, or the iCloud login password was collected. After the problem was discovered, Apple asked developers to use the official version of Xcode to compile the app before re-releasing it on the App Store. According to the 9to5mac Apple also strengthens the security process when installing Xcode, checking the application’s malicious code before releasing it on the App Store after the incident.

The scent of luosifen almost resembles a durian, so strong it can smell over the entire restaurant and the surrounding streets. It is this special taste that has made the Chinese online community fiercely divided. “It’s rotten but it tastes great. The more you eat the more you get addicted,” commented one person. The rotten snail noodle dish is increasingly popular in China despite conflicting comments. Photo: Handout. Another wrote: “I am a loyal fan of luosifen. I often tell my friends who dare not try this dish: ‘How do you know how it tastes if you don’t try it?'”. However, the number of people who hate luosifen is as much as the number of people who love this dish. “It smells terrible. When you eat, the smell will make you lose your appetite, ”wrote one on WeChat. “When I eat luosifen at home, everyone in the family stays away from me,” wrote another. “They told me to take the bowl and go out to eat. They dare not even touch the bowls and pots used to cook my vermicelli.” Sometimes the controversy was so great that the police had to get into it. In November 2019, a Chinese student in Italy was fined $ 48 for cooking luosifen at home after his neighbor called the police for smelling a biological weapon, B eijing Evening News reporting. Luosifen consists of many ingredients, in which bamboo shoots and snails are said to create the distinctive flavor of the dish. Photo: CNN. Luosifen consists of noodles, broth stewed from river snails, pork or beef bones, pickled bamboo shoots. Additional ingredients can include peanuts, fried beans, black mushrooms, dried radish. The strong odor comes from bamboo shoots that have been fermented according to a secret recipe. Bamboo shoot is considered as the soul of luosifen because it is the amino acid from the fermentation process that helps the dish taste fresh, delicious and addictive. Ten years ago, luosifen was not known by many people and was limited to the Liuzhou region. However, now this dish is becoming very popular among young Chinese. In 2014, the pre-packaged luosifen was produced for the first time. Last year, sales of packaged luosifen made by factories in Liuzhou reached 11 billion yuan ($ 1.7 billion), CCTV reporting. During the Singles Day 2020 shopping festival, this vermicelli is one of the 20 best-selling products on the online shopping platform Taobao.

According to the Nikkei Asian Review After a record $ 2.8 billion fine, trouble is not over for Alibaba’s billionaire Jack Ma. Because the corporation’s media empire worries the Chinese authorities. Alibaba is famous for e-commerce platforms like Taobao and Tmall. However, it also owns a media empire that includes media, media and broadcasting, social media platforms, video streaming websites, film production companies, and advertising agencies. . The above media platforms are effective tools to promote other Alibaba businesses. Like Alibaba, many tech companies are competing to build a vast ecosystem, from e-commerce to entertainment. Alibaba could continue to face trouble after a record $ 2.8 billion fine. Photo: Reuters. Communication power However, as the influence grew, Alibaba fell into the sights of the Beijing authorities. Fintech (financial technology) company Ant Group was asked to postpone its IPO (initial public offering) at the end of last year. By mid-March, Beijing asked Alibaba – which now owns the flyer South China Morning Post – divestments in the media sector due to fears of the company’s growing influence, according to the company Wall Street Journal. Out South China Morning Post Alibaba owns video streaming platform Youku and a 30% stake in social networking site Weibo. The group also invests in Bilibili, known as the Chinese version of YouTube, news conglomerate Yicai Media Group, news websites. 36Kr, Huxiu.com and Focus Media – China’s largest offline advertising agency. “To be fair, Alibaba’s control over information, media and personal data in China has outstripped the tech giants in other countries,” said Professor Zhu Ning at Hoc commented Shanghai Advanced Finance Institute. Alibaba’s control over information, media and personal data in China has outstripped tech giants in other countries. – Professor Zhu Ning Last December, the business news site Huxiu – funded by Ant – has targeted Chinese antitrust regulations. Huxiu warns that Beijing’s tightening of regulation will affect Internet companies and hurt the country’s economy. The article was published after China’s market regulator opened an investigation against Alibaba. The four-month investigation ended with a record 18 billion yuan ($ 2.8 billion) fine for Ma’s group. However, the post was removed from Huxiu’s website shortly after. The site also stopped posting news for a month. Last year, Weibo was also found to have deleted posts, closed comments, and removed highly searched topics in an attempt to quell rumors related to a senior Alibaba executive. Alibaba is Weibo’s second largest shareholder and largest ad customer. “Alibaba’s power to shape public opinion is amazing,” the paper said People’s Daily of the Chinese state. Alibaba invests heavily in the media sector, including newspapers, electronic media and broadcasting, social networking platform … Photo: Nikkei Asian Review. As the user’s information source increasingly depends on technology platforms, the influence of these platforms on the public opinion increases. That forces the Chinese regime to change its attitude. In fact, in 2014, the Chinese government openly encouraged the traditional media and Internet companies to further combine and invest in each other. At the moment, authorities are concerned that Alibaba’s excessive control over the media will help it strengthen its dominance in many other sectors outside of e-commerce and finance. online. Media investments mean a lot for Alibaba, analysts say. Tencent Holdings – a rival of Alibaba – owns messaging app WeChat and ByteDance, the parent company of TikTok (known in China as Douyin). Meanwhile, billionaire Jack Ma’s group lacks self-developed media platforms to attract and retain users. “An ecosystem that lacks a media platform is at a disadvantage in terms of competition. Looking at competitors, Alibaba sees the benefits of having media resources,” Nikkei Asian Review quoted Mr. Martin Bao, an analyst at ICBC International in Shanghai, commented. Fierce competition Tencent’s 1 billion WeChat user platform is the driving force behind the growth of e-commerce site Pinduoduo. Tencent is the second largest shareholder in Pinduoduo. Thanks to the huge number of users, short video platform Douyin is also able to quickly grow its e-commerce business through live streaming. The media also helps increase advertising revenue. “Advertising is the core business of Internet corporations, bringing stable revenue and low cost,” Bao explained. Alibaba does not disclose advertising revenue in its financial statements. However, in 2017, Alibaba CFO Meggie Wu said 60% of the company’s revenue came from advertising platforms. Stores buy advertising space on Alibaba’s websites and corporate media partners. The Chinese regime’s message is very clear. They decide what people should pay attention to, not private corporations – Associate Professor Fang Kecheng According to research firm eMarketer, Alibaba accounts for more than 30% of the Chinese e-advertising market in 2020. The group cooperates with more than 4,000 media partners, 100,000 mobile applications, reaching 98% of the population. in a country with a billion people. Alibaba’s media investment “is primarily aimed at expanding the ecosystem at all costs to prevent other companies like Tencent and Baidu from dominating,” said Leo Sun, a technology expert at The Motley Fool. cyber “. Alibaba’s rivals also invest significantly in the media. For example, in 2020, Baidu spent $ 3.6 billion to acquire the social media platform Joyy’s live-streaming business. Tencent developed its own video platform and online news site, and invested in Kuaishou and Bilibili. The Alibaba founder’s influence in the Chinese business world attracts the attention of the Beijing authorities. Photo: Reuters. However, Mr. Sun believes that corporations like Tencent, Baidu and ByteDance are unlikely to fall into the sights of Beijing authorities like Alibaba. Their investments are still related to the core business and not as extensive as Alibaba. Meanwhile, Alibaba founders are often known for their unique ideas. Mr. Ma also likes to convey his message to a wide audience. He even opened a business school for Chinese business leaders. Ma’s influence in the business world caught Beijing’s attention. Sheet Financial Times reported that his school had been forced to stop training. “The Chinese government’s message is very clear. They decide what people should pay attention to, not private corporations,” said Associate Professor Fang Kecheng at the Zhongshan Zhongzheng University.

Unlike Taobao, which has a wide range of goods, JD’s label is that it has a complete after-sales service system and a good attitude towards customers, but the types of goods are not as comprehensive as Taobao. Therefore, JD has always been the first choice when buying more expensive products. However, there is still the problem. JD.com does not have that complete range of goods. This labeling impression has led to the fact that JD’s active population is not as large as that of the emerging e-commerce platform.

In order to expand the influence of the platform, JD.com has previously launched the “JD Shopping” applet on WeChat to obtain traffic from WeChat’s user groups. In the WeChat 10th Anniversary Open Class at the beginning of this year, the WeChat team revealed that daily active users of the Mini Program have exceeded 400 million.

In addition to JD.com, Taobao and Pinduoduo have also targeted these 400 million active users of WeChat Mini Programs. Pinduoduo has launched WeChat Mini Programs. Taobao Special Edition Mini Programs have also submitted applications to WeChat and are awaiting review. JD’s strategy is correct, but after other e-commerce platforms open WeChat mini-programs, JD will not have a clear advantage in this regard.

Because of this, JD.com made a bold decision. Instead, users can directly use the WeChat applet on JD’s platform. JD.com originally had Tencent’s investment, so the WeChat applet is naturally a convenient way for JD.com. Cooperation negotiations and mutual adaptation between the two are progressing very smoothly.

For ordinary consumers, when shopping on the JD platform, they can jump directly to the WeChat applet, the goods are more complete, and they don’t need to constantly change platforms, which is the best of both worlds. Moreover, the small program is small in size and does not take up too much phone storage, so you don’t need to download so many apps.

However, the JD WeChat applet function has just been launched, and currently there are not many keywords that support jumps. We wait for JD and WeChat to continue to adapt in depth. In the future, JD and WeChat may realize in-depth data exchange. JD.com supports WeChat applet jumps, which will become another trump card for JD.com to compete with Taobao and Pinduoduo.

Recently, the WeChat official account’s message area has been updated with a small feature in Grayscale. The main features of this round of upgrade are as follows: support multiple rounds of interaction between users and authors, but currently does not support many-to-one interaction in a single message, it is still one-to-one The original author only needs to select user messages, and his own replies will naturally be brought along. After having this function, he needs to manually select his own messages. It should be noted that if the author has more than 3 replies, the rest of the replies will be collapsed.

Picture source @槽边前事

Of course, the author can still delete or cancel the selection of inappropriate comments.This is also to ensure that there will not be some extreme comments in the message area, and these comments are not a good thing for the platform and the official account.

In addition, it needs to be stated that this function is still in the gray test stage, and only some WeChat accounts will receive the push of this function.

Is it really useful?

I believe that most readers, like Xiaolei, are at a loss when they see this feature. Why does WeChat launch this feature? Does it mean that WeChat believes that today’s official accounts lack a certain degree of interactivity and urgently need to fundamentally increase user activity?

In fact, the building function of the message area of ​​the official account was opened last year, but at that time it was limited to one-to-one multi-round interaction between the author and the person who left the message.For readers, this function can greatly shorten the distance between readers and authors, because it is difficult for any author to explain the truth in an article, and it allows the author and readers to have more in-depth exchanges.

The further upgrade of the message function will naturally help increase the activity and interactivity of readers. Compared with the previous users can only interact with the author, now readers can directly interact with other readers. This operation would have brought many possibilities. For example, like-minded netizens on a certain topic can get to know each other by leaving messages, and it is even possible to add WeChat friends to each other, thereby once again increasing user stickiness.

Xiao Lei also mentioned many times in the article before that, compared to the brother QQ, WeChat pays more attention to life-based social interaction, and has a higher stickiness for daily life.However, it can be seen from the upgrade of the message area of ​​the official account that WeChat already has the idea of ​​developing “stranger social interaction”, but how to differentiate from QQ in the field of stranger social interaction depends on the follow-up of WeChat. Operate.

All things have advantages and disadvantages. Although this WeChat update can increase the user’s activity in the official account’s message area to a certain extent, it is precisely because the messages become rich and colorful that it will also bring many hidden dangers to management. If a reader publishes some illegal comments, if there is a problem, is the role of the official account operator or the reader of the message to bear the responsibility?

Secondly, some readers will use this loophole to carry out advertising operations in the message area of ​​the official account, which is a very bad experience for operators and other readers.

Finally, for large accounts with a large number of fans, each article may have to review thousands of comments and delete those public opinions that may be risky. This is very stressful for operators.Perhaps it is for these reasons that WeChat chose to test this feature on a small scale.

Why does WeChat dare to do this?

Xiao Lei couldn’t help asking, why does WeChat make such a risky operation?

As a national-level application, any change in WeChat affects the daily lives of many ordinary users, so every move will be pushed under a magnifying glass for inspection. In this regard, Zhang Xiaolong also complained: “There are 500 million people in the country every day. Tucao WeChat, there are 100 million people teaching me how to make products.” This self-knowledge made WeChat enter a state of extreme caution in the early years, and it can even be described as “toothpaste squeezing” in terms of feature updates.

It is precisely because of the concept of “restraint” that WeChat has missed a lot of traffic dividends. From the “Q3 Mobile Internet Industry Data Research Report 2020” released by Jiguang Data, in the field of short video, Tencent’s Weishi has entered into It is late, and Douyin and Kuaishou have already opened a long distance in terms of daily active users.Although Tencent is still the top spot in the social field, in other areas, Tencent needs to accelerate its pace of innovation.

The same is true for attempts to upgrade the message area of ​​the official account. In this highly competitive era, platform traffic has reached a bottleneck period. If the WeChat official account wants to capture traffic from opponents, it has to adopt more radical methods. Although the operation of “mutual evaluation” may bring some pressure to operators in the short term, from the perspective of user experience, this function can complement the official account articles, and the reading experience will be greatly increased.

WeChat is updated frequently, but not enough

It has to be said that after several major iterations of WeChat, although the main functions of WeChat have not changed significantly compared with the original WeChat, there are a lot of new features that WeChat has continuously added over the years, but not all new features will be affected by users. For high-frequency use, such as “Sou Yi Sou” and “Pai Yi Pai” functions, basic users will not touch it again after the early adopter is over.

WeChat has been repairing and patching its own functions, but the needs of users have not been fully satisfied. “It is recommended to add the function of querying who has read Moments”, “It is recommended that WeChat add mailbox function”, “Group owner group management message withdrawal function”” It would be great if there is a read function.” And so on, the sound is still lingering. Of course, not every update in WeChat is this kind of fun feature, and in many ways it will also listen to the user’s voice. For example, there was a period of time before many young people clamored to change the WeChat account, and WeChat also gave feedback on this. After the update, the WeChat account that could not be changed in the past can be changed once a year.

Although this ten-year-old national-level software still has flaws, the update of the official account’s message area is a signal. Through such small updates, it will provide a steady stream of vitality for WeChat and continue to improve user stickiness.

The user class of WeChat is complex, with different cultural levels and needs, and it is difficult for everyone to adjust. Therefore, the current WeChat may not dare to “innovate” easily.So from an overall point of view, although WeChat lags behind in the “innovative” level of functions, there are also many helplessnesses. Because of such restrictions, “toothpaste squeezing” changes are more reasonable for WeChat.

Recently, JD.com officially announced that JD Luxury Products will tailor a unique customized cooperation model for Louis Vuitton. Now, consumers enter the JD APP, search for “LV” in the search bar, and they will directly enter the official WeChat applet of Louis Vuitton. According to the official statement, this is a breakthrough attempt by Louis Vuitton and JD.com in digital channel innovation to ensure that customers can get a genuine exclusive consumption experience.

Jumping directly to the WeChat applet from JD.com is an unprecedented experience for users. Unlike Baidu, which is a big open source applet alliance, before 2021, WeChat applets are actually relatively closed. WeChat users cannot jump to Mini Programs through other applications, cannot jump to Mini Programs through web pages, and cannot share Mini Programs to Moments (currently the grayscale test function). Can the intercommunication between JD.com and WeChat Mini Programs be the starting point for the opening of WeChat Mini Programs?

Cause and effect

First of all, I need to explain that before this official cooperation, including Taobao, Tmall Mall and Jingdong Mall, Louis Vuitton officially did not log on to any domestic e-commerce platform. At that time, I searched for LV (Louis Vuitton) on JD.com and Taobao. Otherwise, I couldn’t get the relevant search results, or they were all products on the shelves of third-party merchants.

(Source: Weibo)

So what kind of results will you get when you search now? According to Xiao Lei’s actual experience, after users search for the “LV” keyword, the results are no longer full-screen products listed by third-party merchants. Jingdong Mall will automatically pop up LV’s promotional page. After the user clicks on the content of the page, he needs to authorize his WeChat account to log in, and he will automatically be redirected to the official WeChat applet of Louis Vuitton, where he can browse and purchase freely.

Interestingly, before this, foreign luxury goods merchants such as Armani, Louis Vuitton, Swarovski, GUCCI, etc. have not been very cold to domestic e-commerce websites. According to Ian Rogers, chief digital officer of the LVMH group, Louis Vuitton did not enter JD.com and Tmall. This is not because the domestic e-commerce platform is not suitable, but because they feel that their brand appeal is strong enough and they have their own regular customers. source.

That being the case, why is LV now willing to “commit” to Jingdong Mall? I personally think that in the cooperation between the two, the WeChat applet plays a key role. As Jingdong said, LV’s unique customized cooperation model is unprecedented in the industry. After LV entered JD.com, JD.com did not assume the function of sales channels, but played more of the role of brand marketing. In the words of industry insiders, with the help of the WeChat applet, JD can fully play the role of the “second official website” of luxury brands.

For LV, JD’s consumer groups cannot be ignored. According to official data, as of December 31, 2020, JD.com has more than 470 million active purchasers, and the core user group is also rising. These consumer groups will bring good potential user conversion for luxury brands. In addition, last year’s top search keyword for JD Luxury Products was LV, which shows that consumers are paying attention to it. The cooperation between Louis Vuitton and JD.com is expected to bring sufficient traffic to its WeChat Mini Program.

On the other hand, luxury goods are not something commonly used by civilians. If there is no WeChat applet, JD.com and LV promote similar cooperation, and ultimately they can only direct users to the download page of the LV Mall application. In this case, the user conversion rate is not ideal. In contrast, the WeChat applet does not require users to download and install, and click to jump to use it directly. It has a better experience than the App, and the user conversion rate is more ideal.

As for JD.com, as early as 2019, JD.com has already begun preparations for small programs. By 2020, the JD Mini Program Open Platform will be officially launched, announcing the seamless connection between JD and WeChat platforms. After JD.com and WeChat mini programs are interoperable, the new mini program services will be able to enjoy the user and traffic dividends of the two ecosystems of JD and WeChat. Through this cooperation, JD can better tap the user potential of its own platform and attract more manufacturers to come to cooperate.

On the other hand, the official entry of the LV brand can serve as a role of de-forgery and authenticity. Prior to this, even if LV officially did not enter the major platforms, there are many Louis Vuitton on the domestic e-commerce platform, including genuine products purchased from offline containers, self-counterfeit counterfeit products, and various products with different ingredients. After LV settled in, Jingdong could no longer search for corresponding keywords, and would only jump directly to the official mall. This will not only ensure that LV’s brand value is not stigmatized, but also better protect the rights and interests of JD luxury users.

An open avenue

From the data point of view, the WeChat applet is undoubtedly quite successful. According to the data released on the WeChat Open Course PRO in 2021, the trading ecology of WeChat Mini Programs is maintaining a positive and rapid development. In 2020, the average annual DAU of mini programs will exceed 400 million, and the annual cumulative transaction volume will increase by more than 100% year-on-year. Thanks to the widespread popularity of mini programs in the retail scene, more diversified mini program services have been accepted by users, and the annual per capita transaction amount has increased by 67%.

On the other hand, according to the “2020 Semi-Annual Report on WeChat Mini Programs” released by QuestMobile. As of June 2020, WeChat Mini Program traffic has maintained a double-digit growth. The monthly coverage of users has reached 830 million, an increase of 11.6% compared to last year. The number of Mini Programs with monthly active users of more than one million has exceeded 1,000, and the number of users per capita has exceeded 1,000. The number of uses has also increased to 9.8, and the number of active days per capita has increased by 23.8% year-on-year.

Relying on the advantages of the traffic end, the WeChat applet ecosystem has maintained rapid development, which can be said to be the top stream of the domestic applet ecosystem. Relying on its close relationship with Tencent, JD has been accelerating the sinking of small programs. Previously, JD.com had launched multiple official accounts and mini programs such as “JD Shopping” and “Jingxi” on WeChat, and used multiple mini programs to complete business district segmentation and obtain traffic from WeChat’s active user groups. Even Taobao and Xianyu, who were once the same rivals, hope to find new sources of traffic through the WeChat applet.

However, the so-called mini program ecology is never exclusive to one family. In addition to WeChat, whether it is foreign Facebook, Google or domestic Baidu, Ali, ByteDance, 360, Kuaiapp, Meituan, Jingdong, etc., have launched their own small program platforms. In the face of external shocks brought by many new players, Tencent WeChat has an advantage, but it also needs to do something to stabilize its position.

Fundamentally, the successful realization of this cooperation is indeed due to the increasingly open WeChat applet environment. In the past, we referred to the characteristics of WeChat Mini Programs as “decentralization.” In short, it emphasizes the tool characteristics of small programs, and users “use it and leave.” Except for the official entrance provided by WeChat, users can only use commonly used applets through the drop-down menu. There is no way to share applets to Moments, and there is no possibility to open applets through external links.

At the WeChat session of the Tencent Global Digital Ecosystem Conference held in September 2020, the Tencent WeChat team once stated: “In the past, the WeChat applet jump rules were relatively closed, resulting in services in some scenarios that could not be satisfied with applets. WeChat will continue to The ability to jump will continue to be opened up.” Judging from the official scenarios, it includes mini programs jumping to mini programs, APP jumping to mini programs, HTML jumping to mini programs, etc. Today, the cooperation between JD and LV is realized through the function of APP to jump to the applet.

In addition, the sharing capabilities of WeChat Mini Programs have also been opened up. Prior to this, WeChat users could only share mini programs to the chat window, but did not have the ability to share mini programs to Moments. Currently, the “Share to Moments” function has been tested in grayscale. After completing the sharing scene of the applet, a good WeChat applet service is more likely to emerge and be seen by users.

It is conceivable that the WeChat mini-programs will become more and more open in the future. After the jump function is fully released, WeChat can achieve the effect of multiple small program traffic entrances to jointly divert traffic. For example, if a user enters a designated brand in the JD search box, he can directly reach the mini program of the corresponding brand through the associated word below. In addition, the WeChat Mini Program can reach users through public account articles, video account works, Moments sharing, group chat sharing, etc., to gain more traffic.

On the other hand, judging from the fact that the open platform of JD’s applet can connect to the WeChat applet platform, the future WeChat applet may embark on a unique open ecosystem. Through WeChat open source docking, more Internet platforms will be launched on WeChat applet. program. This approach can not only reduce the cost of platform construction, but also break the boundaries of different small program platforms, allowing each platform to jointly operate users, forming an opening centered on WeChat small programs. Once this kind of ecology is established, barriers will be formed and it will be difficult to break through by latecomers. The ecology of WeChat applets will also become more prosperous.

Recently, the WeChat official account’s message area has been updated with a small feature in Grayscale. The main features of this round of upgrade are as follows: support multiple rounds of interaction between users and authors, but currently does not support many-to-one interaction in a single message, it is still one-to-one The original author only needs to select user messages, and his own replies will naturally be brought along. After having this function, he needs to manually select his own messages. It should be noted that if the author has more than 3 replies, the rest of the replies will be collapsed.

Picture source @槽边前事

Of course, the author can still delete or cancel the selection of inappropriate comments.This is also to ensure that there will not be some extreme comments in the message area, and these comments are not a good thing for the platform and the official account.

In addition, it needs to be stated that this function is still in the gray test stage, and only some WeChat accounts will receive the push of this function.

Is it really useful?

I believe that most readers, like Xiaolei, are at a loss when they see this feature. Why does WeChat launch this feature? Does it mean that WeChat believes that today’s official accounts lack a certain degree of interactivity and urgently need to fundamentally increase user activity?

In fact, the building function of the message area of ​​the official account was opened last year, but at that time it was limited to one-to-one multi-round interaction between the author and the person who left the message.For readers, this function can greatly shorten the distance between readers and authors, because it is difficult for any author to explain the truth in an article, and it allows the author and readers to have more in-depth exchanges.

The further upgrade of the message function will naturally help increase the activity and interactivity of readers. Compared with the previous users can only interact with the author, now readers can directly interact with other readers. This operation would have brought many possibilities. For example, like-minded netizens on a certain topic can get to know each other by leaving messages, and it is even possible to add WeChat friends to each other, thereby once again increasing user stickiness.

Xiao Lei also mentioned many times in the article before that, compared to the brother QQ, WeChat pays more attention to life-based social interaction, and has a higher stickiness for daily life.However, it can be seen from the upgrade of the message area of ​​the official account that WeChat already has the idea of ​​developing “stranger social interaction”, but how to differentiate from QQ in the field of stranger social interaction depends on the follow-up of WeChat. Operate.

All things have advantages and disadvantages. Although this WeChat update can increase the user’s activity in the official account’s message area to a certain extent, it is precisely because the messages become rich and colorful that it will also bring many hidden dangers to management. If a reader publishes some illegal comments, if there is a problem, is the role of the official account operator or the reader of the message to bear the responsibility?

Secondly, some readers will use this loophole to carry out advertising operations in the message area of ​​the official account, which is a very bad experience for operators and other readers.

Finally, for large accounts with a large number of fans, each article may have to review thousands of comments and delete those public opinions that may be risky. This is very stressful for operators.Perhaps it is for these reasons that WeChat chose to test this feature on a small scale.

Why does WeChat dare to do this?

Xiao Lei couldn’t help asking, why does WeChat make such a risky operation?

As a national-level application, any change in WeChat affects the daily lives of many ordinary users, so every move will be pushed under a magnifying glass for inspection. In this regard, Zhang Xiaolong also complained: “There are 500 million people in the country every day. Tucao WeChat, there are 100 million people teaching me how to make products.” This self-knowledge made WeChat enter a state of extreme caution in the early years, and it can even be described as “toothpaste squeezing” in terms of feature updates.

It is precisely because of the concept of “restraint” that WeChat has missed a lot of traffic dividends. From the “Q3 Mobile Internet Industry Data Research Report 2020” released by Jiguang Data, in the field of short video, Tencent’s Weishi has entered into It is late, and Douyin and Kuaishou have already opened a long distance in terms of daily active users.Although Tencent is still the top spot in the social field, in other areas, Tencent needs to accelerate its pace of innovation.

The same is true for attempts to upgrade the message area of ​​the official account. In this highly competitive era, platform traffic has reached a bottleneck period. If the WeChat official account wants to capture traffic from opponents, it has to adopt more radical methods. Although the operation of “mutual evaluation” may bring some pressure to operators in the short term, from the perspective of user experience, this function can complement the official account articles, and the reading experience will be greatly increased.

WeChat is updated frequently, but not enough

It has to be said that after several major iterations of WeChat, although the main functions of WeChat have not changed significantly compared with the original WeChat, there are a lot of new features that WeChat has continuously added over the years, but not all new features will be affected by users. For high-frequency use, such as “Sou Yi Sou” and “Pai Yi Pai” functions, basic users will not touch it again after the early adopter is over.

WeChat has been repairing and patching its own functions, but the needs of users have not been fully satisfied. “It is recommended to add the function of querying who has read Moments”, “It is recommended that WeChat add mailbox function”, “Group owner group management message withdrawal function”” It would be great if there is a read function.” And so on, the sound is still lingering. Of course, not every update in WeChat is this kind of fun feature, and in many ways it will also listen to the user’s voice. For example, there was a period of time before many young people clamored to change the WeChat account, and WeChat also gave feedback on this. After the update, the WeChat account that could not be changed in the past can be changed once a year.

Although this ten-year-old national-level software still has flaws, the update of the official account’s message area is a signal. Through such small updates, it will provide a steady stream of vitality for WeChat and continue to improve user stickiness.

The user class of WeChat is complex, with different cultural levels and needs, and it is difficult for everyone to adjust. Therefore, the current WeChat may not dare to “innovate” easily.So from an overall point of view, although WeChat lags behind in the “innovative” level of functions, there are also many helplessnesses. Because of such restrictions, “toothpaste squeezing” changes are more reasonable for WeChat.