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微信的星辰与大海:11亿月活用户和8万亿元码上经济

2020年1月10日 09:15  21世纪经济报道  

DAODU:ZAITENGXUNYONGBAOCHANYEHULIANWANGDEGUOCHENGZHONG,WEIXINCHULEWEIJITUANDEBDUANYEWUTUOZHANTIGONGQIANGYOULIDE“WUQI”WAI,TAYEZHENGZAIZIJIDESHENGTAITIXINEI,JIASUDUICHANYESHENGTAIDEFUNENG。

“ZHANGXIAOLONGHUICHULAIMA?”ZHEISHI2020WEIXINGONGKAIKEZHAOKAIZHIQIAN,ZHUBANFANGDEGONGZUORENYUANBEIWENJIZUIDUODEWENTI。DANZHIDAOGONGKAIKEQIANYE,GONGZUORENYUANDEHUIFUDOUSHI“BUZHIDAO”。

ZUOWEITENGXUNGONGSIGAOJIZHIXINGFUZONGCAI、WEIXINSHIYEQUNZONGCAI,ZHANGXIAOLONGSHIWEIXINZHEIKUANGUOMINJIAppDEZHANGDUOZHE。QUNIANDEWEIXINGONGKAIKE,ZICHENGBUHUIYANJIANGDEZHANGXIAOLONGTAOTAOBUJUEDIJIANGLESIXIAOSHI,TACONGWEIXINDEDANSHENGDAOHOUMIANGEXIANGGONGNENGDEFAZHAN,ZHUYIJINXINGLEXIANGJIE,SUOYIWAIJIEYEFEICHANGGUANZHU,JINNIANZHANGXIAOLONGHUIJIANGXIESHENME?

1YUE9RI, 2020WEIXINGONGKAIKERUQIERZHI。YIKAICHANG,ZHANGXIAOLONGMEIYOUCHUXIANZAIXIANCHANG,ERSHITONGGUOSHIPINDEXINGSHIJINXINGLEYUE12FENZHONGDEYANJIANG。TABIAOSHI,JINNIANTASHIGUYIBULAIXIANCHANG,ERSHIXIWANGBASHIJIANRANGJITONGSHI,RANGTAMENJIWAIJIEDAILAIWEIXINTUANDUIDESIKAO。

WEIQIYITIANDEWEIXINGONGKAIKE,BAOHAN1GEZHULUNTANHE11GEFENLUNTAN。QUANBUJIESHUHOU,YIWEISHUXIWEIXINDECANHUIRENSHIXIANGJIZHEBIAOSHI,ZHANGXIAOLONGSIHUSHIYOUYIZAISHOULIANZIJIDEGUANGMANG,YINWEIRUGUOTAHAIXIANGQUNIANNEIYANGYANJIANG,WAIJIEDEZHUYILIYIDINGHUIDOUJIZHONGZAITASHENSHANG。

21SHIJIJINGJIBAODAOJIZHEZHUYIDAO,ZHANGXIAOLONGDESHIPINYANJIANGSUIRANZHIYOUYUE12FENZHONG,DANGANHUOMANMAN,QIWEIRAOXINXIHULIANCHANSHULEZIJIDEQIGESIKAO,ERZHEIXIESIKAOJIBENDOUSHICONGYIGECHANPINDEYONGHUTIYANJIAODUCHUFA。

DANJINNIANDEWEIXINGONGKAIKE,ZHENGTIFANGXIANGZAICHAOZHEBDUANNEIRONGQINGXIE,BIRUCONGZHULUNTANDEANPAISHANG,XIAOCHENGXUHEQIYEWEIXINBEIPAIZAILEQIANLIANGMINGCHUCHANG,ERXIAWUDE11CHANGFENLUNTAN,YEJIHUDOUYUBDUANXIANGGUAN。

张小龙的“C”

ZHANGXIAOLONGSHIYIGEYOUXIUDECHANPINJINGLI,TADEHENDUOCHANPINLINIAN,YIJINGCHENGWEIQITARENDEJIEJIANDUIXIANG,DANDUITAERYAN,WEIXINMIANQIANZESHIYIGEWURENQU。

ZHANGXIAOLONGSHUO,WEIXINTUANDUIXIANZAIMIANLINDEWENTIYIJINGCONGZAOQIDE“ZENMEZUO”BIANCHENGLEXIANZAIDE“ZUOSHENME”。WEIXINYIJINGBUXUYAOWEIYONGHUZENGZHANGZAITOURUGUODUOJINGLI,TAXUYAODE,ZHISHIBUDUANBAXIANYOUDEGONGNENGZUODAOGENGHAODETONGSHICHUANGZAOCHUGENGDUORANGYONGHUMANYIDEXUQIU。

DANWENTIYEZAIYUCI,YONGHUDETILIANGYIJINGGUOYUPANGDA,YIGEGONGNENG,YIFANGMIANTAHENNANRANG11YIYONGHUTONGSHIMANYI,LINGYIFANGMIAN,WEIXINYEWUFAYUZHIZHEIGEGONGNENGZAI11YIYONGHUDESHENGTAIZHONGHUICHANSHENGSHENMEFANYING。

BIRUZHIQIAN,WEIXINXIANDINGYIGEYONGHUZUIDUOZHINENGYOU5000GEHAOYOU。ZHANGXIAOLONGTOULU,MUQIANYOUJIANGJINYIBAIRENYIJINGJIEJIN5000HAOYOU,SUIRANZHEIXIEKENENGBUSHIZHENZHENGYIYISHANGDEHAOYOU,DANYECUSHIWEIXINYAOKUODAHAOYOUSHUMU。

TIGAOHAOYOUSHULIANGSHANGXIANZHEIGEGONGNENGHENHAOSHIXIAN,DANZHANGXIAOLONGTANYAN,DUIYUZHEIGEGONGNENGKENENGDAILAIDEYINGXIANG,TAHUIGANDAOCHENGHUANGCHENGKONG,YEHUIFANFUSIKAO。TAJULISHUO,“DANGSHI‘FUJINDEREN’SHANGXIANSHI,WOZIJIQISHIDOUYOUYINYINDEBUAN,YINWEIYAOBAYONGHUHEFUJINDERENDEJIEXIANDAPO,WOBUZHIDAOTASHIHAOSHIHUAI。”

XINGONGNENGDEWUFAYUZHI,WEIXINCIQIANYIJINGYOUGUOTAIDUODEQIANCHEZHIJIAN。BIRUGONGZHONGHAO,ZHANGXIAOLONGZAIYANJIANGZHONGBIAOSHI,GONGZHONGHAODANGNIANJIUYOULIANGGEXIAOXIAOSHIWU,YIGESHIGONGZHONGPINGTAIHENZHANGSHIJIANDOUZHIYOUPCBAN,ZHEIXIANZHILENEIRONGCHUANGZUOZHEDEFANWEI;LINGYIGESHI,GONGZHONGPINGTAIDEYUANSHIXIANGFASHIQUDAIDUANXINCHENGWEIYIZHONGJIYULIANJIEPINPAIHEDINGYUEYONGHUDEQUNFAGONGJU。

DANZUIHOU,GONGZHONGHAOCHENGWEIYIGEWENZHANGZUOWEINEIRONGDEZAITI,CHENGWEILEMEITIDEYIGEQUDAOPINGTAI。KEZAIZHANGXIAOLONGZUICHUDESHEXIANGZHONG,QUNFADENEIRONGBUSHIZHONGDIAN,GEZHONGGEYANGDEXINGSHIDOUKEYI。

ZHUNQUELAISHUO,ZHEIQISHIBINGBUSHIWEIXINDESHIWU,ERSHIYONGHUDUIGONGZHONGPINGTAIZHEIYIGONGNENGDEXUANZE,SHITABIANCHENGLEXIANZAIZHEIGEYANGZI。

ZHANGXIAOLONGJUEDE,XIANGDUIGONGZHONGHAOERYAN,WEIXINQUESHAOLEYIGERENRENKEYICHUANGZUODEZAITI,YINWEIBUNENGYAOQIUSHIYIYONGHUMEIGERENDOUNENGTIANTIANXIEWENZHANG。YINCI,TAYETOULU,DUANNEIRONGYIZHISHIWEIXINFALIDEFANGXIANG,SHUNLIDEHUA,JINQIBIANHUIHEDAJIAJIANMIAN。

CONGZHANGXIAOLONGLINIANDEJIANGHUAZHONGKEYIGANSHOUDAO,TASHIYIGEDUICHANPINYOUZHINIANDEREN,ZAIZHENGGEJITUANNEI,TENGXUNZONGBANYEJIYULETAJIDADEKONGJIAN,RANGTAQUJIANSHOUZIJIRENWEIZHENGQUEDEYIXIEYUANZE。

DANGTIAN,ZHANGXIAOLONGTANDAOWEIXINDEJIAZHISHIZAICIBIAOSHI,CONGQIAN,YIGERENDESHIJIEDEDAXIAO,SHIYOUTAJIAODEXINGZOUBANJINGLAIJUEDINGDE,XIANZAIYIGERENDESHIJIEDEDAXIAO,SHIYOUTASUOHUODEDEXINXIDEKUANGUANGDULAIJUEDINGDE。ERXINXIDEKUANGUANGDUHEZHILIANG,YIZHISHIWEIXINYAOJIEJUEDEWENTI。

微信的“B”

2018NIAN9YUE30RI,TENGXUNJINXINGDEZUZHIJIAGOUDIAOZHENGMINGQUELEYONGBAOCHANYEHULIANWANGDEJITUANZHANLVE,DANGSHI,TENGXUNDEJIGEZHUYAOCHANPINSHIYEQUNDOUJINXINGLEJIAODADEDIAOZHENG,WEIYOUWEIXINSUOZAIDEWEIXINSHIYEQUNMEIYOUBIANHUA。

DANZHEIBINGBUDAIBIAOWEIXINSHIYEQUNMEIYOUBDUANYEWU,QIAQIAXIANGFAN,YONGYOU11YIYUEHUOYONGHUDEWEIXIN,TAYIJINGBUJINJINSHIYIKUANSHEJIAOGONGJU,QIBEIHOUGENGSHIYIGEJUDADESHENGTAI。ZAIZHEIGESHENGTAIZHONG,B2B2CSHIZUIDIANXINGDEMOSHI,BDUANQIYETONGGUOYUWEIXINLIANJIE,BIANKEYICHUDADAOSHUYIYIJIDEYONGHU。

JUDANGTIANXIANCHANGFABUDE《MASHANGJINGJIYINGXIANGLIBAOGAO》XIANSHI,YIXIAOCHENGXU、GONGZHONGHAO、WEIXINZHIFUDENGGONGJUWEIHEXINDEWEIXINKAIFANGSHENGTAI,TONGGUOYIMEIERWEIMAGENGJIANDANDILIANJIEREN、WU、FUWU,SHIXIANLEJIAZHILIANDAOJIAZHIWANGSHENGJI,JIDAJIFALESHANGYEJIAZHILIEBIAN。2019NIAN,WEIXINCUISHENGMASHANGJINGJIGUIMOTUPO8WANYIYUAN。

ZUOWEIWEIXINGONGKAIKEDIYIGEDENGCHANGDEYEWUCHANPIN,XIAOCHENGXUGONGBULE2019NIANDECHENGJIDAN:2019NIAN,XIAOCHENGXURIHUOYUEYONGHUCHAOGUO3YI,LEIJICHUANGZAO8000DUOYIJIAOYIE,TONGBIZENGZHANG160%。

DUIYU2017NIAN1YUECAISHANGXIANDECHANPINERYAN,ZHEIGECHENGJIYIJINGZUGOUYOUXIU。ANZHAOWEIXINZUICHUDUIXIAOCHENGXUDEDINGYI,TASHIYIZHONGBUXUYAOXIAZAI,ANZHUANGJIKESHIYONGDEYINGYONG,YONGHUSAOYISAOHUOZHESOUYIXIAJIKEDAKAIYINGYONG,YETIXIANYONGWANJIZOUDELINIAN。

SHANGXIANYINIANDUO,XIAOCHENGXUDESHULIANGJIUTUPOLEBAIWANDAGUAN。2019NIAN,XIAOCHENGXUDERENJUNFANGWENCISHUTONGBITISHENG45%,RENJUNSHIYONGXIAOCHENGXUGESHUTONGBITISHENG98%。ZHONGZHONGJIXIANGLAIKAN,XIAOCHENGXUZHENGZHUJIANCHENGWEIRENMENSHENGHUOZHONGDE“BIXUPIN”。

XIAOCHENGXUTUANDUIDEFUZERENZAIJIESHOU21SHIJIJINGJIBAODAOJIZHEDECAIFANGSHIBIAOSHI,XIAOCHENGXUDEPUJIBUJINFANYINGZAIYONGHUCENGMIAN,ZAISHANGJIACENGMIAN,ZHIQIANHENDUOPINPAIYIKAISHIDOUZHISHIBAXIAOCHENGXUDANGZUOYIGECHANGSHIDEXIANGMU,DANXIANZAI,XIAOCHENGXUYUNYINGYIJINGCHENGWEIYIGECHANGTAIHUA。

《MASHANGJINGJIYINGXIANGLIBAOGAO》DEYANJIUXIANSHI,WEIXINTONGGUOERWEIMAJIANLIREN、WU、ZUZHIDEFANZAISHANGYELIANJIEHESHEJIAOLIANJIE,YIGONGZHONGHAOWANCHENGXINXICHUANBO,YIXIAOCHENGXUWANCHENGCHANPINHEFUWUDETIGONG,YIWEIXINZHIFUWANCHENGZUIZHONGDEJIAZHICHUANDI,XINGCHENGLEYIWEIXINYONGHUWEIJICHU,YIERWEIMASHENGTAIFUWUSHANGWEIZHICHENG,YICHANPINHEFUWUGONGYINGSHANGWEICHUKOUDEWEIXINMASHANGJINGJISHENGTAITIXI。

MUQIAN,WEIXINSHANGXIANDEXIAOCHENGXUCHAOGUO100WANGE,YONGYOUCHAOGUO150WANKAIFAZHE、8200DUOGEDISANFANGPINGTAI,WEIXINGONGZHONGHAOTUPO2000WANGE;WEIXINZHIFUBANGKAYONGHUCHAO8YI,WEIXINZHIFUSHENGTAIFUWUSHANGCHAOGUO30000JIA,FUGAICHAO300ZUOCHENGSHI,FUWUSHUQIANWANJIAXIANXIAMENDIAN。

YOUCIKEYIKANCHU,ZAITENGXUNYONGBAOCHANYEHULIANWANGDEGUOCHENGZHONG,WEIXINCHULEWEIJITUANDEBDUANYEWUTUOZHANTIGONGQIANGYOULIDE“WUQI”WAI,TAYEZHENGZAIZIJIDESHENGTAITIXINEI,JIASUDUICHANYESHENGTAIDEFUNENG。

编 辑:章芳
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