Editor's introduction: Nowadays, the relatively common office software on the market, namely Qiwei, DingTalk, and Feishu, and the functional positioning, design style, product entry point, and even future development direction of these office software are different. How do you think about it? Let's take a look at the author's interpretation.
Office software that grew up under the epidemic has gradually formed a trend of "three countries standing". What is the difference between the positioning of DingTalk, Feishu and Qiwei? And what are the advantages of each? How will we "line up troops" in the future? This article analyzes this, let's take a look.
In terms of team size and product size. As of October 2021, there are about 700 people in the micro team, 5,000 in the Feishu team, and about 2,000 in the DingTalk team. According to QuestMobile data (October 2021), the monthly active users of Qiwei are 88.89 million, Feishu is 4.6 million, and DingTalk has reached a maximum of 196 million. 3 months have passed, and the above data should be more than that. It is foreseeable that in the future, Feishu's product scale growth potential is huge.
One or three functional keywords
To get to know a person, we can start by looking at his resume. Similarly, to understand a product, we can start with the official introduction. Open the App store to search for each of the three products, and we can see the descriptions of the three products on their own. Core information I list below.
1. The key word of Micro: connection
Enterprise WeChat is a corporate communication and office tool created by the Tencent WeChat team for enterprises. Consistent communication experience with WeChat, all-round connection to WeChat, to help enterprises communicate and manage efficiently.
- Familiar communication experience, and efficient work chat with colleagues. [As easy to use as WeChat]
- Connect to WeChat in all directions. 【Message Exchange】【Customer Contact】【Customer Group】【Customer Circle of Friends】
- Integrate multiple productivity tools and office applications. 【Meeting】【Micro-document】【Enterprise Mailbox】【Schedule】【Micro-disk】
2. The key word of Feishu: collaboration
Fly book, which defines the way advanced teams work. One-stop seamless office collaboration, team up and down alignment goals, full activation of organizations and individuals. Feishu 5.0 makes the organization develop more agile, the business flow more efficient, and the individual collaboration more enjoyable.
- Define how the next generation works. Efficient meeting with "flying reading meeting", full collaboration with flying book documents, target landing with flying book OKR.
- A seamless collaboration experience from a single source. Feishu "seamlessly opens up" powerful functions and open applications such as instant communication, video conferencing, calendar, cloud documents, OKR, etc., completely bidding farewell to fragmented multi-system and fragmented collaboration experience!
- Pleasure is a form of productivity. Documents are liked so that creators are recognized. Emoticon replies, let encourage ubiquitous personal status, customize the navigation bar order.
3. DingTalk keyword: management
DingTalk is an enterprise-level collaborative office and application development platform built by Alibaba Group, which helps tens of millions of enterprises reduce communication, collaboration and management costs, improve office efficiency, realize organizational digitalization and business digitization, and help future organizations release digital productivity.
- Provide focused, efficient and safe instant messaging solutions, [DING, mission will be achieved] [DingTalk secret chat, read and burn]
- Provide free OA office system tailored for enterprises. 【Intelligent office application】Provide OA functions such as attendance, check-in, approval, log, announcement, leave, reimbursement, and business trip, and fully realize intelligent mobile office.
- Provide a full set of solutions for online classes in schools, educational institutions, etc., and stop classes without stopping.
Two or three product entry angles
1. The entry point of Micro is: people
Perhaps it inherits Tencent's own people-centered product concept. Enterprise WeChat backs on WeChat, cutting into products from a human point of view. Digitize people and relationships to accelerate consensus efficiency and improve organizational effectiveness with "connectivity."
From the keyword "connection", it can also be seen that micro is very suitable for communication inside and outside the organization. The two keywords of enterprise WeChat publicity are "marketing" and "growth", that is, enterprise WeChat can rely on the entrance advantage of seamless communication with WeChat, becoming the first choice for teams that need to communicate with a large number of external customers, and it is most suitable for realizing sales, customer service, home-school interaction and other internal and external interconnection scenarios.
2. The entry point of Feishu is: tools
Arming tools with algorithms is what Byte is good at, and Feishu represents advanced productivity tools. Through the product matrix play, Feishu provides users with a one-stop "seamless" office and collaboration experience. Instant communication, video conferencing, cloud documents, calendars and other powerful features and open applications, focus on efficient work, pleasant and coherent experience is easy to let users reach the state of flow.
The cultural attributes of bytes contain an emphasis on the creative ability of the individual. In the past two years, Feishu has been continuously strengthening the suite capabilities, from the synergy suite to the manpower suite to the various fields of the organization, Feishu through the strengthening of heavy collaboration, light management, which can maximize the stimulation of employees' personal creativity.
3. The entry point of DingTalk is: organization
As an intelligent mobile office platform produced by Alibaba for global enterprise organizations, DingTalk is very distinctive of Alibaba and implements the team concept of "strong management and efficient execution".
DingTalk emphasizes top-down management, suitable for centralized, strong execution teams. Strong oppressive functions such as Ding and check-in and punch card have won the favor of the boss, and in the early days, they have accumulated a large number of customers. Compared with Feishu's focus on the pleasant collaboration of high-brain output teams, DingTalk advocates efficient and customized enterprise digital transformation.
Three, three team style mapping
1. The style of Qiwei is a bit like: Shu
From the three brothers Taoyuan Jieyi to the three Gu Maolu to invite Mr. Out of the Mountains, Liu Beishanglai is known for his benevolence and righteousness, and has always taken advantage of this connection in being a human being. From this point of view, it is a bit like micro-micro.
Recently, Micro Micro has joined hands with Tencent Conference and Tencent Documents to create an integrated office collaboration suite, which is the "three knots" of Tencent's own brothers. At the same time, with the help of WeChat's strong connection and interoperability capabilities, the enterprise WeChat also has a "foreign aid think tank" that is completely different from the other two, just like Zhuge Zhi in the Shu Kingdom, mutual achievements.
2. The style of Feishu is a bit like: Wu
Young and promising, late-mover, since ancient Jiangdong is multi-talented. Whether it is Byte or Feishu, he is the youngest rising star among the three, growing rapidly and occupying the market with fresh ideas and playing styles. The combination of tools and punches symbolizes the future way of working, which is somewhat similar to the Eastern Wu.
3. DingTalk's style is a bit like: Wei
With the largest number of people and the strongest fighting force, occupying the most extensive territory, the State of Wei is DingTalk. As the greatest statesman and military figure, Cao Cao's organizational management and leadership skills also reflectEdNgtalk's understanding of product positioning and organization. Here to say more, the whole paragraph is pure entertainment, the future of the three products and historical development and the final historical facts have no connection, please do not sit in the number.
Fourth, the future development direction
In general, after the three companies have gained a firm foothold by virtue of their respective characteristics and advantages, they are also aware of the limitations and shortcomings of their own development, and gradually expand to the fields that their opponents are good at.
1. Micro: Connect and ➡ collaborate
Enterprise WeChat, Tencent Documents, Tencent Conference, as the rapid rise of the "one door and three masters" during the epidemic period, have made rapid progress. However, internally, it has been criticized for belonging to different business groups because of their independent data and fragmentation.
Finally, in the recent enterprise WeChat 4.0 version took a step forward, documents and meetings were integrated into the enterprise WeChat. To a certain extent, this has brought a large degree of improvement to the user's immersive experience. It is expected that in the future, "one door and three masters" can have a better collaborative promotion and experience.
2. Feishu: Collaborative ➡ management
The flattening emphasized byte culture allows individual creative ability to be released to the greatest extent. Feishu's collaborative ability also allows the efforts of every employee to be seen. It is even said that after getting the internal, the superior will use the flying book to write a weekly work report to the subordinate.
But synergy and flattening do not mean that organizational management is not carried out. Under the slogan of "advanced organization, first use Feishu", although Feishu said at the 5.0 version conference that the customer group has quickly "broken the circle" and initially formed a product matrix. However, the vast majority of case companies are advanced manufacturing, new consumption, new energy vehicles and Internet high-tech.
It is obvious that this degree of circle breaking is far from the goal of bytes, and whether Feishu can explore more areas in the future, embrace traditional types of enterprises, and expand the matrix still needs to continue to wait and see.
3. DingTalk: Management open ➡
Relying on service bosses and strong management, DingTalk started with, although it quickly accumulated a number of users of centralized organizations in the early stage. However, the resulting user perception is something that young employees and even young bosses do not agree with. Therefore, DingTalk is developing in the direction of expanding the function to deepening the value.
In addition to dingtalk documents, dingtalk conferences, dingtalk projects, etc., DingTalk provides a low-code platform for secondary development of enterprises and the ability to open access third-party vertical SaaS. In the future, platform openness and customization will slowly reverse the mind of the user from overbearing to good consultation.
#专栏作家 #
Xiaowu, WeChat public account: experientialism, everyone is a product manager columnist. Senior interaction designer of Tencent, former interaction designer of Innovation Factory and Sina Weibo. Focus on social innovation and entertainment product design.
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