According to the latest rumors on the Internet (by special author Wang Changyou), Tencent's Wangka users have exceeded 100 million, accounting for more than 50% of China Unicom's 4G users. Since its launch last year, Tencent Wangka has led the flow of 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-directed volume, and they are still vigorously promoting nationwide coverage. Even so, the madness and popularity of Tencent's Wangka have not diminished, especially in the post-95 student-centered youth group, which has a high reputation and share. In this way, it has brought us an unavoidable question. How can the nation's unlimited cards be able to pass through the Tencent Wangka?
First, in the end is an affordable card or gimmick card, user consumption sees
In terms of attributes, the feature of Tencent Wangka is that the amount of Internet-targeted traffic is not limited, that is, traffic is free when using a specific APP application, and in addition, universal traffic needs to be paid. Therefore, from this point of view, the Tencent Wang card is not a real unlimited card, even if it does not consider the speed limit. The country's unlimited number of cards is free for all applications. It is truly a nationwide, unlimited quantity, and is a true "Shenzhou line." Therefore, from this perspective, the country's unlimited number of cards is a truly affordable card. From the package price and user ARPU, Tencent Wang card series, the cheapest king card is started at 19 yuan, the average user's consumption has reached 19+30 yuan, accounting costs down to 49 yuan. There is unconfirmed news that China Unicom's Tencent Wang card user ARPU has reached 50 yuan. The country’s unlimited number of cards is subject to problems such as inter-provincial settlement, and the starting price of packages is slightly higher. Some operators have introduced 49 yuan, and some operators have issued 50 yuan. From this information, Wangka is not as cheap as it is advertised.
The Beijing Evening News reporter found through investigation that these traffic cards that claim to be free of traffic are not really free to use at will, but are directed exclusively to their App or website and are free of advertisements, subtitles, and barrage in App software. Free flow range. Xiao Cui, who was interviewed by Beijing Evening News reporter, complained to reporters that he usually inserted a "King Wang card." When using WeChat, he occasionally jumped to a third-party platform and would be deducted if he were not careful. Sometimes using an applet can even "run" traffic inexplicably. Therefore, even if we do not consider the "second-hop charge" and other issues of Internet-directed unlimited cards, Wangka's fees are actually equivalent to the country's unlimited amount of cards.
Second, the rapid increase in user DOU, won the favor of young groups of users
According to the 2017 report released by the China Internet Information Center, the proportion of people aged 29 and below in the age structure of Chinese Internet users is as high as 53.7%. In terms of network usage frequency, users after the 95th and 00th are the most active group of people. At the same time, the population base after 90 and 00 has reached 330 million, which has surpassed 220 million after 80 and has become the backbone of the Chinese Internet. According to the special statistics released on the Internet, on the working day, about 60% of young people spend more than 2 hours a day on leisure and entertainment, and even more than 5 hours on weekends. After 70, 80 after the "bubble bar", after 95 here became a "bubble net." The channels for leisure and entertainment to obtain information are mainly social circles and public numbers. They love movies, love variety entertainment, and also love the second element. Compared with previous generations, they love games, e-sports, video and animation, and anime in comparison with previous generations. . Internet companies are good at seizing the preferences and spending habits of young group users, and publishing Tencent’s “Notice on Further Upgrading Outer Chain Management Rules†to block other short videos as a means to nurture their own microvision. As a result, this announcement made it impossible for chatter, quick hands, seconds, and other platforms to share content on WeChat. Everyone can use this as a guide to think hard.
The principles of Marxist philosophy have taught us that we must learn to distinguish between primary and secondary contradictions, and learn to distinguish between major and minor aspects of contradictions. When analyzing, solving, and dealing with problems, we must not only see the main contradictions and major aspects of the contradictions, but also insist on the key points and be good at grasping the key points. We must also look at the minor aspects of minor contradictions and contradictions, adhere to the two-point theory, learn to look at the issue in a comprehensive manner, and achieve the unity of the two points theory and the key point theory. At present, the large video + large flow + unlimited amount has been a significant feature of the post 4G era. Therefore, whether it is to increase the level of incremental gains, or to enhance the ability to maintain stocks, upgrading users' DOUs has become the primary task of operators, which is the main contradiction to be resolved. To improve users' DOUs, they must start with 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 now dominated by the Internet, represented by BATJN (N refers to NetEase, which uses its company name NetEase). Therefore, in accordance with this kind of logical reasoning, the promotion of user DOUs naturally needs cooperation with BATJN and other big companies. The reason why China Unicom has achieved a rapid increase in user DOUs in the short term is inseparable from BATJ's support after mixed changes. China Telecom and Netease push the NetEase red card is also such a game. Perhaps it is precisely to recognize this form. China Mobile has recently strengthened its cooperation with BATJN and continued to launch new products, including the cooperation with Tencent to launch a WeSim card targeting users' outbound business. Together with Alibaba, it has launched a small solution to meet customers' shopping needs. Leica and Leica cards.
Third, to control the online entrance, close to the distance between the user
If we further subdivide the Internet behavior after the 95th, we will find that the exposure of high-life scenes is its main feature, which is to transfer the daily offline behavior to the online. Social network is a rigid demand for the post-95 era; games are important entertainment consumption after the 95th, and they prefer games with high collaboration, and will tap potential social value from it; the penetration rate of video animation after 95% has reached 41.2%. . From individuals to groups, then from group to corporate behavior, there is a reference. Here only after 95 as an example to illustrate the role of the line. These actions are an important basis for operators to consider when formulating various marketing strategies. Let's look at BATJN's business scope again. Its core business focus is to solve users' pain points.
After the above analysis, the operator's business behavior must also be extended from the online and shorten the distance with the user. Among them, the high-visibility online portal of life has become a top priority. Various king cards and treasure cards were promoted and promoted through BATJN's powerful implants, and they achieved customer access through the mountains and the countryside, thereby harvesting user traffic. Tencent Wangka is the one that has found the weaknesses of operators who are trying to gain access to offline services and has achieved rapid expansion. What can be accomplished by "one click" on the user's line, why go to the business hall? Nowadays, the problems faced by the offline channels, such as the low number of users visiting the store and the poor efficiency of the floor, are directly reflected by the users’ demands. The operators who have solved the good demands of users have also been favored by users. Therefore, to face the Tencent Wangka, even to defeat Wangka in the competition, we must seize the entrance of the high-profile scenes of life online. From this point of view, operators' competition will have to extend to the level of competition for online portals.
Fourth, with all kinds of novelty, to seize the user's "light up"
Why can WeChat aggregate a large number of users in the short term? We did not see any large-scale promotional ads for WeChat, nor did we see promotion and marketing under WeChat. In fact, the case of WeChat successfully acquiring customers has brought a lot of inspiration to operators. WeChat shakes, I believe most readers have used. Tencent Wangka is using the decisive "unlimited" to rely on a similar wave of word of mouth, the first to attract the user's eye. In the fast-paced life, everyone is passing by, catching the eyeball and seizing the consumption. This may be the "eyeball economy" in economics.
Now all operators have launched various names of King Card, King Card, Devil Card, and even King Wang Card, but for the time being has not yet reached the effect of Tencent Wangka. Because for the vast majority of users, they simply can not identify the ownership of all Wangka's operators, and the heart is Tencent Wangka. From this perspective, in addition to the current real materials, the country’s unlimited cards are also known for their amazing reputation. Giving a nationwide unlimited card a name that is easier for everyone to remember may be even more effective than the country's unlimited amount.
From the point of view of marketing, the user is the first person; from the perspective of the operator from the user to the business to the organization of the revenue, the user is also the first person. Therefore, after satisfying user requirements, operators can consider how to achieve business and revenue growth. And this is also the most direct basis for solving all competitions with various king cards.
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