The vision is very good, but the wrong treasure is bet, and the crime and punishment of the corporate live broadcast model are slightly roared

Edit | Yu Bin

Produced by | Chaoqi Network "Yu see column"

Since the COVID-19 pandemic swept the world in 2020, working from home and socializing from home has become a new trend. Home office is inseparable from a series of social activities such as meetings, training, promotion, etc., how to complete it efficiently and stably, and various online service systems for enterprises have also come into being, and the fastest growing is the enterprise live broadcast industry.

As the head enterprise in the field of enterprise live broadcasting, Wei Roar has been deeply engaged in this field for up to 12 years, and the service content has expanded from the original content dissemination to training live broadcast, exhibition live broadcast and so on. From the perspective of promoting the digital transformation of enterprises, it should be a good thing to explore a broader market, but for the visionary micro-roar, this bet may be difficult to achieve.

Corporate live broadcasting is booming, and the first-mover advantage of micro-roar is lost

As early as 2020, some relevant institutions speculated according to the survey data that the scale of China's enterprise live broadcast service market will reach 19.129 billion yuan in 2024. Therefore, becoming the first echelon of corporate live broadcasting is the common goal of many players located on this track.

Founded in 2010, Wei Roar seems to have foreseen all this in advance and completed its own market layout very early, which can be described as taking advantage of the opportunity. When Wei Roar packaged itself in marketing, it has repeatedly praised itself with labels such as "occupying 75% of the corporate live broadcast market" and "serving more than 400,000 companies".

Source: 36Kr Research Institute

It is undeniable that when the enterprise live broadcast has not yet exploded, it does occupy a place in this relatively unpopular market, but in today's market audience is further expanded and the acceptance of enterprises is increasing, the data of micro-roar does not seem to have much practical significance.

Moreover, as capital enters this hot track, the industry is also reshuffling.

According to the monitoring data released by the Ministry of Commerce, as of the first half of 2020, the number of domestic e-commerce live broadcasts exceeded 10 million, the number of active anchors soared to 400,000, the number of participants exceeded 50 billion, and the number of goods on the shelves exceeded 20 million. It can be seen that only in the vertical field of e-commerce live broadcasting, there has been an explosive trend. The reason why e-commerce live broadcasting can achieve such good results is actually the positive feedback of the market to the live broadcasting industry.

As a unique model in the live broadcasting industry, the market demand for corporate live broadcasting has also risen. But this service is not only born in recent years, in fact, as early as 2010, the enterprise live broadcast service has emerged, but the initial purpose is only content dissemination.

At that time, the slight roar into the game can also be said to be opportune. However, with the change of time, the mission and demand scenarios carried by enterprise live broadcasting have undergone important changes. Especially after live broadcasting has become an important part of corporate marketing promotion and business social networking, enterprises have achieved digital transformation and are actively embracing live broadcasting as a form of marketing promotion.

However, unlike 2C's entertainment live broadcast and e-commerce live broadcast, enterprise live broadcast is mostly customized services, which is fundamentally different from 2B's live broadcast demand. Moreover, when the 2C model of live broadcasting is becoming more and more mature, the 2B model of enterprise live broadcasting has the tendency to be replaced by it.

For example, in the past, TV stations that needed to rely on corporate live broadcasting systems and large-scale live events that needed to set up live broadcasting equipment can gradually be broadcast live on social media platforms, and the status of corporate live broadcasting has been further weakened.

Moreover, the representative enterprises that do corporate live broadcasting in China, in addition to micro-roar, there are also 263 exhibition and television interaction, Polyway, micro-praise and so on. It has been observed that the services provided by such platforms are not much different, and can even be described as similar, which has also led to a particularly fierce competition in the entire enterprise live broadcast market.

The industrial structure of enterprise live broadcasting is very clear, starting from CDN manufacturers and cloud service providers, leading to enterprise live broadcast service providers, and finally facing target customers, the advantage of micro roar is that it can provide one-stop interactive video solutions, but with the maturity of the industry, many companies can also pick up mobile phones to live broadcast, so the advantage of micro roar has basically disappeared.

Wei Roar's positioning of itself is an enterprise-level interactive video and platform, and the application scenarios include digital live marketing, corporate training, education and training, large-scale summit site, e-commerce live broadcast, privatization customization, etc., which have long become the standard of enterprise live broadcast service providers.

Taking Baidu's Baidu intelligent cloud live broadcast platform as an example, relying on Baidu Group's self-developed artificial intelligence technology, and backed by its real-time transcoding and global intelligent distribution system, the comprehensiveness and practicality of Baidu's intelligent cloud live broadcast function can be described as a comprehensive crushing micro-roar, and a highly compatible live broadcast architecture can also be selected for multiple custom solutions, the degree of customization is very high, and micro-roar can only sigh in this regard.

The market of enterprise live broadcasting has a very broad space for development in the future, and although Micro Roar preemptively attacked, it did not further expand its business territory to 2C or refine vertical areas, but has been deeply rooted in the 2B pattern, which is actually not a risk. It is foreseeable that once it loses its current leadership position, Wei Roar may only end up with a complete loss.

Pushing forward the whole chain of marketing services, the micro-roar ecosystem has been questioned

The threshold for enterprise live broadcasting is not high, so almost all industries can easily dock, and with the help of live broadcast platform, it is also easy to complete the online offline business, and at the same time, it can seamlessly connect the business between various departments, subvert the original sales model, and break the restrictions of time and space.

After tasting this sweetness, the company will definitely increase its follow-up investment, which also allows Wei Roar to see its own breakthrough: the whole chain of marketing services.

Dong Rufang, CMO of Micro Roar, said in an interview with the media that when Micro Roar realized that the simple live broadcast service could no longer satisfy customers, they began to try the multi-scene combination model to find more opportunities, which is the three sets of scenario-based solutions of live broadcast + scene, live broadcast + industry, and live broadcast + ability that Wei Roar later promoted.

In addition, Wei roar also relies on big data and supplemented by AI to integrate live video technology to build its own cloud platform. Micro-roar Zhike, micro-roar enterprise training, micro-roar classroom, micro-roar cloud and other sub-products have also followed, but when micro-roar conscientiously completed its own corporate live broadcast layout, latecomers have caught up, and even completed what it has always wanted to do but has not yet done: traffic precipitation and the construction of live broadcast ecosystem.

As a domestic Internet enterprise giant, Tencent has a huge data traffic and product ecosystem, and its Tencent Cloud Live Broadcast Service is a product specially designed for enterprise live broadcasting.

Tencent's strong team of engineers has created a set of solid technical barriers for cloud live broadcasting: strong compatibility, multi-platform interoperability, low cost, etc., not to mention its proud deep AI combination technology and security protection performance, which are all "black technology" that is beyond the reach of micro-roar.

Compared with ordinary entertainment live broadcasting, the requirements for compatibility and globality are higher, although micro-roar has been established for twelve years, but the user traffic has only had a wave of outbreak after the epidemic, the previous traffic in front of giants such as Tencent and Ali, almost negligible, so it also caused an embarrassing situation: once the Internet giants decided to stir up this muddy water, micro-roar almost no counterforce.

The second is that Wei Roar has continued to be in a sound live broadcast ecosystem in recent years, and Wei Roar Research Institute is one of them. The emergence of Wei Roar Research Institute aims to provide customers with marketing auxiliary services, as well as some basic functional teaching, to promote users' enthusiasm for use, and then enhance their dependence on live broadcast platforms. But judging from the actual operation of the Micro Roar Research Institute, this is just a vision. On the official website, it is seen that its research institute plate is almost in a state of abandonment, and the follow-up micro-roar has not used it to make an article.

On the other hand, Tencent Cloud, whether it is the support of small and medium-sized enterprises, or cloud + ecology, and even the well-known developer conference, etc., are the embodiment of Tencent's ambition to establish a cloud live broadcast ecosystem, and it has indeed done this. And for the so-called full-chain marketing services, Tencent is also playing well.

How to obtain the best marketing effect of enterprise live broadcasting is the key to the publicity effect in the early stage, which is recognized in the industry. The plan given by Wei Roar for the early publicity is: through its own official channels and customized channels to promote.

However, because Micro Roar has always been aimed at 2B users since its birth, there are deficiencies in the three dimensions of wide, full and deep coverage, but these are the strengths of Tencent, Ali and Baidu. This set of marketing theories is completely fine, but it is a bit embarrassing to put it at the level of specific implementation.

Micro roar is still planning around the 2B market, but the market will eventually be saturated one day, how to expand their revenue channels as soon as possible in the current situation that still occupies most of the country, is the key to whether micro roar can continue its dynasty, and now go to fight with big manufacturers to fight technology, it will only be a failure.

Immerse yourself in hard research and development, and it is difficult to escape the technical trap

Since its birth, Wei roar has taken the technical route, founder and CEO Lin Yanting said in an interview that the characteristics of Wei Roar are technology-driven enterprises, and what they want to create is a closed loop of "becoming a single". CMO Dong Rufang also gave a detailed answer to this.

Micro roar this "into a single" closed loop, the starting point is the data traffic when the enterprise live broadcast, after the summary will flow into the CRM system, by the intelligent AI system according to the predetermined information in advance of the secondary classification, labeling can complete the subsequent sales distribution, further enhance the sales volume. And according to the introduction of micro-roar, this system can also re-precipitate information for subsequent tracking.

This feature seems to be very powerful, and it is claimed that it will continue to make it "warm and dynamic" in the future. But in fact, this is the customer management system commonly used by enterprises at present. Whether it is DingTalk or enterprise WeChat, in fact, there is already this function, and DingTalk, enterprise WeChat and various collaborative tools are more conducive to the connection between departments.

Obsessed with the dream of technology, Wei roared, and only officially launched its own enterprise-level interactive video cloud platform in September last year: Wei Roar Cloud Workshop. The cloud workshop, which claims to have taken three years of practice to officially launch, has not splashed too much until today, and even is still pulling more peers into the game. I'm afraid that Wei roar has not yet realized that when Tencent, Ali, and Baidu have laid out cloud platforms, there is no market for it.

In addition, Wei Roar has always claimed that it can quickly intervene and build a live broadcast platform in 8 minutes, but for enterprise users who are accustomed to solving problems with money, spending money to give all this to experienced talents is the best choice, so they do not need this process of self-creation too much, but like to be a hand-throwing treasurer.

The pride of the R& D personnel of Wei Roar for their self-research ability is beyond reproach, but they can work hard and ignore the actual needs of the market, and in the end, they can only end up with a hard time. When any enterprise makes development decisions, it is necessary to have a process of market research and project establishment, and the actual ability and the time node of the launch must be taken into account at the beginning of the project. The project establishment department of the micro-roar seems to be missing this consideration, misestimating the competition after the official launch, which is one of the key reasons why they are overtaken in a straight line.

epilogue

Micro roar specializing in the enterprise live broadcast market is not a fortunate thing, deep ploughing in the enterprise market, in terms of brand image can be further precipitated, in terms of customer recognition can also have a certain accumulation, but deep ploughing in the single market is also easy to let themselves fall into revenue risk, once the industry scandal, it is possible to collapse.

With a large number of capital entering the live broadcast field, the competition in the market will further intensify, and the micro roar that has not yet found its own product advantages will probably be squeezed into the second echelon, and will be filled by Tencent, Ali, and Baidu. In this way, there are still many variables in who the final winner of the enterprise live broadcast war is.