这一场封杀就像亚马逊森林中的一场火灾，然而亚马逊森林并不在乎一场火灾，更不在意某一颗植物的死活，因为新的植物总会生长出来。只要这有阳光，有雨水。
企微会在今年4月份左右猛打 RPA，这是我去年 11 月份就预测了的。现在果不其然，这次打击比以往任何时候来得都厉害，斩草除根，赶尽杀绝，现在一些大的 RPA 服务公司已经只有退费一条路可以走了。
一、矛盾的始末
企微的打击之比我预测的晚了 1 个月，有些人说我预测得准，其实不是，我是逻辑推理出来的。原因很简单——去年这个时刻，微信开始收席位费，而到现在，第一批的席位费已经要到期了。
企业微信与品牌方的关系不同于抖音。抖音账号是不要钱的，收费方式是广告费，你给我钱，我给你曝光，就结束了，一事一清。而企业微信与品牌之间是服务关系，人家今天交了席位费，明天因为搞 RPA 被封了，人家品牌方说那不玩了，然后法务找上门，说席位费你没有履约，你违约，企微怎么办？
现在 RPA 玩得最凶的、对企微生态伤害最大的，而恰恰是那帮交了席位费后肆无忌惮的大企业。企微肯定早就不想忍了，明年还能这么玩吗？如果要立规矩，一定是在他们续费前就立下来，有些东西势必要说清楚一些——席位费不等于保护费，不代表你可以胡作非为。
而你能说这些大企业可恶吗？也不完全是。
原本没有席位费的时候，私域的成本其实没那么高的，所以私域团队随便做做不至于亏本。而当有了席位费， 100 万私域每年光席位费 10 万块钱，既然钱已经交了，就要想办法赚出来，但多数企业能想到的多赚钱的办法，就是多发消息，多发消息就要借助 RPA，形成了“道高一尺魔高一丈”的对立局面。
这篇文章，我想深入跟你聊聊，未来私域行业会走向何方，而我们，又该提前做些什么。
二、双刃剑 RPA 的前世今生
RPA，全称Robotic Process Automation，即机器人流程自动化。通过电脑操控手机，模拟真人动作，实现一对一的精准私信营销。 数字化转型网（www.szhzxw.cn）
Part1：初显威力
我之前在的公司，应该算是整个在线教育行业玩 RPA 玩得最好以及最早的公司。由于我们的增长非常厉害，所以流量经常是以每周几十万人的数量增长，但这就导致了一个问题：那个时候还没有企业微信，只有个微。这么多人加过来，光是通过好友请求、给对方发送欢迎语等无脑的手动操作，就需要占用大量的人力——显然，这对一家在北京，人力成本巨高的公司来说根本不现实。
于是我们自研了一套工具。用一台电脑连接数十台手机，类似下图，但我们的规模远比下图大得多，大到半层楼全都是这种手机，光电费都高得吓人。
但通过这种形式，我们解放了巨大的人力：
好友加进来，机器人自动通过好友请求，并发送几段欢迎语；
好友扫码进群，机器人在群内欢迎对方，并发送我们的活动规则。
甚至，我们还能自动识别竞品，竞争对手入群会被机器人第一时间踢掉。
甚至，用户截图证明他帮我们分享了朋友圈，机器人还能自动审核这张图片，判断用户的分享是否符合要求。 数字化转型网（www.szhzxw.cn）
靠着这种模式，我们只用100多人，就管理了几百万的私域用户和几十万个微信群——全都在个人微信上。可以说，没有 RPA，就没有我们公司的健康上市。
可以这样说：在 RPA 出现之前，微信营销（当时还不叫私域）对企业只是一个笑话，效率太低，不可控；而 RPA 的出现改变了成本结构，让微信营销成为了值得被企业重视的一件事。
再武断一点说：没有 RPA，就没有今天私域的繁荣。 数字化转型网（www.szhzxw.cn）
Part2：发展失控与企微的出现
微信开始打击 RPA 大概是在 2017 年，这个时候 RPA 已经被更多公司掌握，并且产生了服务商——有的只是提供账号托管工具，有的则连着账号一起提供。
于是，局面开始失控。当年发生了一件事，就是这种技术被做灰产的人掌握，他们建一个 40 人群，其中 39 个人都是机器人的托，1 个真实用户。是的，这并不是一个笑话，而是一个真实的案例。这直接导致微信对 RPA 的重视达到了前所未有的高度，行业内最大的 RPA 供应商被瞬间清盘，我们也一下子被封了好多账号。
2018 年，微信猛打 RPA，个人微信几乎已经没有发展空间了，而同年，微信推出了企业微信，人们惊奇地发现，原本付费才能用的一些 RPA 功能，比如自动通过好友、自动建群等，企业微信都可以免费使用，而且过去个人微信一天只能加 50 人，而企业微信一天能加 500 人。于是，没有人顾得上为死去的服务商感到惋惜，大家开始纷纷涌入企业微信。
对于守规矩的企业，他们仅仅是通过 RPA 提升运营效率，企业微信是他们很好用的工具；而对不守规矩的企业，比如搞垃圾暴力营销的，也通过这种形式被管控起来——过去封只封一个账号，现在封直接封主体。 数字化转型网（www.szhzxw.cn）
神只创造规则，而不干预个体的发展。如果说微信是一个小世界，那么张小龙就是这个世界的神，而企业微信，就是张小龙创造的规则：守规矩的留下，我帮你降低成本，你能活得更好；不守规矩的自然变成了被孤立的少数，也自然会遭到更大压强的打击。
企业微信绝对是一招妙手：
- 它分流了原本通过个人号进行商业运营的行为，保护了个人号的清爽环境；
- 它降低了企业的微信运营成本，企业可以以更低的门槛来通过微信服务用户；
- 它为超大型企业提供了解决方案，让这些过亿用户量的企业拥抱微信成为现实；
- 微信也可以借机获取更多用户消费行为喜好，积累更多大数据资产。
但现在也遇到了很多新的问题，比如：
- 企业微信同时兼具 OA（企业内部办公协作工具） 和 SCRM（客户信息管理和联络工具） 的功能，但两者自身存在矛盾，因为客户信息冗杂，反而降低了员工内部沟通协作的效率，以及造成信息管理的不便甚至泄露的风险。所以我看过的一些私域玩得好的企业，反而不会太用企微做 OA，用飞书或者钉钉居多。 数字化转型网（www.szhzxw.cn）
- 企业微信作为一个“垃圾站”，容纳了大多数原本存在于个人号端的营销信息，让个微变得更加清爽，原本是微信生态的功臣。但从企微的动作来看，微信内部对此似乎并不满意，就像是埋怨“垃圾站”当中的垃圾过多一样，非常无厘头。企微也在努力解决这个问题，但力度小了会让内部不满意，力度大了可能会让“垃圾”重回个微，也与它自身存在的目的相背离。
Part3：RPA 今天存在的问题
RPA 发展到今天，已经形成了两种完全不同的用法。
一种是走精细化运营路线，能够围绕用户的生命周期进行运营。以我正在孵化的卖茶叶的项目为例，用户加好友之后，我会通过 RPA 的形式每天对用户推送不同的消息，挖掘喜好、教育需求。而如果用户购买了某款产品，我也可以通过 RPA 给用户推送物流进度，询问满意度等。通过这种形式，我减少了无效营销信息对用户的触达，用户被服务的感受更强，对我们的信任度也更强。
显然，这是一种非常健康，3方共赢的模式。企业微信为这类做法的企业也开放了很多绿灯，比如更多的接口功能等。企业微信的服务商也在努力推进这种形式，做成了程序化，我们叫做 MA（自动化营销），只是 MA 每天面向每个用户只能群发 1 次，虽然不像 RPA 可以发无数次，但这对正常经营客户关系的企业来说一定程度上够用了。 数字化转型网（www.szhzxw.cn）
而另一种则是暴力触达路线，利用 RPA 能力无节制地发送更多垃圾消息给用户。比如某电商平台也在自营私域，他们在 618 期间，平均每 10 分钟就要往群里发 2~3 条产品推广信息，根本不管用户是否需要。这种行为不亚于踹开你的门，然后把传单呼到你的脸上，小广告贴到你的冰箱上。但这类企业却也正是企业微信营收的大头，是他们最头疼的。
在我看来，过去有一些企业确实做得太过分了。在他们眼中，私域的生意是这样的：我既然花了席位费，既然花了引流的成本把用户加进来，那我就要考虑回本，能 3 个月回本绝不考虑 6 个月。所以他们的做法非常激进——疯狂发消息，要么你删了我，要么我转化了你。
在这种大环境下，用户对于添加企业微信这件事变得非常抵触，从而造成全行业加微转化率降低、加微成本提高：从 4 年前的 2 块钱，提高到现在接近 20 块钱。
且这种打法具有侵略性和同化性——他们的做法让原本打算认真经营客户关系的企业也经营不下去了，打不过就只能加入，也开始疯狂攫取，于是进一步推高了整个行业的成本。
Part4：热带雨林的自然选择哲学
我们把微信生态比作一个热带雨林，而后者这种侵略性的打法，过去攫取资源，以伤害环境和其他植物为代价来获得自身发展，最终会导致占满整个雨林，而雨林也因此死气沉沉。
但要分辨这种植物也很困难，比如一天发几次算正常，超过几次算伤害环境，很难界定，界定也要成本。尤其是当整个生态中 95% 都属于后者时，那就没必要界定了。那么最好的方式就是一把火全部烧掉，重新开始，并改造土壤让这种植物无法卷土重来。即便某些正向的植物也会被因此烧毁，但这不过是微不足道的代价而已。 数字化转型网（www.szhzxw.cn）
亚马逊森林并不在乎一场火灾，因为只要有阳光和雨水，就一定会有新的植物生长出来。只要人们还在用微信，当中就一定存在生意机会，企业必须通过微信来服务消费者，消费者也同样需要被企业服务。所以打击 RPA 不会是私域的毁灭，仅仅是每过几年都会发生一次的适者生存而已。
不需要太久，森林又可以变得郁郁葱葱。而倘若没有这场大火，那些弱小但善良的植物反而没有生存的机会。灾难，反而是上帝给这个世界的仁慈。 数字化转型网（www.szhzxw.cn）
三、大火后，森林将走向何方
我很高兴看到企微做了这样的选择。对于现在还没有做私域，或者没有通过 RPA 来做疯狂推送的企业，这波必然是利好，虽然会有阵痛，但带来的是大量的新机会——全行业添加用户的成本会降低，用户的删除率会降低。以及，必然会有更多良性做私域的企业涌现出来，创造出更多好故事来供大家学习模仿。
以及，这里我大胆对未来做一个预测：企微将会对群发收费。
原因前文也有提到，今天企微与企业的矛盾在于：席位费的收取，让企业私域固定成本增加，即便只是持有用户，不做动作，成本也摆在那里，这就逼着企业要做一些动作，哪怕只是发发广告。
席位费，是在激发企业的恶，且让这种恶变得天经地义。 数字化转型网（www.szhzxw.cn）
现在微信生态中，90% 的噪音是这样产生的：反正发消息不要钱，哪怕骚扰了 10 万个用户只赚了 100 块钱，这 100 也是我赚的，至于骚扰，跟我有啥关系。原罪就在于“骚扰无成本，利润进腰包”。
而“骚扰无成本”是建立在有 RPA 的基础上，这就是企微打击 RPA 的核心原因。
而干掉 RPA，原本无成本的触达，现在必须要员工手动实现，员工有成本，且成本高昂，这自然会干掉大多数的营销骚扰，但问题在于：这让那些原本健康运营的企业也做不下去了。
有没有一种办法，能清晰简单地分辨两者呢？有，答案就是“触达产值”。
健康运营的企业因为更爱用户，舍不得伤害骚扰，所以他们每次触达 1 次用户，能够创造的收入是很高的；而广告党则不在意用户，用户也被骚扰麻木了，所以每次触达 1 次用户，创造的收入是很低的。
既然能分辨，有没有办法干掉前者，留下后者呢？当然也有，答案就是“触达成本”。
杀头的买卖有人做，赔本的买卖没人做。如果让每次触达有成本，这个成本高于后者的收入，低于前者的收入，就会自然扼制后者，甚至教育后者称为前者，学会尊重用户。这个成本，我们可以称之为“触达成本”。 数字化转型网（www.szhzxw.cn）
而现在企微选择的是干掉 RPA，让原本机器完成的动作需要人工完成，这就把“触达成本”抬到了太高，二者会被同时杀死，企微也没有赚到任何钱，甚至可能连原来的席位费都收不到了。
而假设企微官方对触达收费，则会变成这么一种局面：
- 你既然交了席位费，那我保你一定次数免费群发，正常经营都够用了
- 在此基础上，如果你想更多触达，那你自己掂量掂量赚不赚钱，如果是赚钱的，说明你的用户认可你，你大胆发，也跟我分一点；如果不赚钱，那你自己反思反思该不该发。
以及，并不是按照群发 1 次收取固定费用，而是面对触达人数的不同进行收费。比如每触达 1000 人收 X 元的形式，这在广告行业很常见，叫做千次触达成本（CPM）。这也让企业思考，哪些用户是要触达的，哪些是没必要触达，徒增成本也徒增骚扰的。因此，这也倒逼企业做好精细化运营、精细化分层的工作，这样的企业会获得更大的优势，成为新的市场标杆，让更多企业效仿。
这里立个字据，我是私域行业第一个公开提出“单/千次触达成本”和“单/千次触达产值”这个概念的，而这个概念，必然会成为私域未来 2 年最重要的关键词。不信等等看。
ps：其实在去年 10 月份我就已经在私下的一些场合提出了，但没有公开，你就当我今天刚提吧。
为触达收费，这是一个 3 方共赢的局面。经济学最大的魅力莫过于此：通过一双看不见的手来调节市场，而不是下手去做一系列花里胡哨的微操。 数字化转型网（www.szhzxw.cn）
未来 2 年，哪些是企微对行业应该负的责任
今天做私域的企业，根据规模可以分成 3 类。
一类是头部大企业。
过去私域行业存在很大的误区，认为要私域要向头部企业学习，但其实，这些企业由于品牌知名度存在，在哪里卖货都能卖得掉，所以他们只需要粗放地放优惠即可，RPA 对它们也是最奏效的，打法反而是最没有技术含量的。 数字化转型网（www.szhzxw.cn）
这些企业私域规模最大，声量也最大。他们的席位费也是企微的主要营收，也是过去几年企业微信最在意的。但由于头部企业只有这些，该付费的已经付费了，所以到了今年，这部分只是存量市场，已经饱和了，如果明年企微的营收还想翻几倍增长，核心战场一定不在这里了。
第二类是腰部企业。
由于过去官方和媒体对头部的选出，这些企业也在效仿头部，但因为受众广泛度、自身知名度、产品溢价能力、规模不够等原因，即便模仿头部打法，但他们的私域团队并不赚钱，仅仅是维持生计。归根结底，病因是盲从，而非实事求是。
我曾用这样一句话调侃：“砍柴的跟着放牛的躺着玩了一天，人家的牛吃饱了，你的柴呢”？显然，他们需要实事求是，发展自己的打法而不是一味效仿头部。总之，面对这些企业，我认为企微和一些垂直媒体应该减少宣扬头部品牌，以免对他们造成误导。同时，放更多注意力去发掘和扶持更多腰部企业的优秀私域案例，让这些企业找到新的出路。 数字化转型网（www.szhzxw.cn）
面向这类企业，我有一门《私域策略课》，主打一个实事求是，围绕你的生意类型来制定私域策略。口碑极好，放到文末，感兴趣可以报名学习。
第三类是小企业。
比如十来家的连锁门店，或者年营收不过亿的电商企业，或者有一定影响力的知识 IP 等。
这类企业又分为 2 类，一类是之前已经做过私域的，一类是还没开始做的。
前者失败率高达 90%，原因在于高昂的基础成本。 数字化转型网（www.szhzxw.cn）
- 做电商的，先买个X赞，做知识付费的，先买个小X通，一年 1 万出去了…
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- 购买席位费，先买 50000 人的规模不多吧？一年 5000 又出去了…
- 购买 AI 外呼和短信通道，几万块又出去了…
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- 买 10 台手机，红米 note10 不能再低了，1 万又出去了…
- 如果是放弃自己做，找代运营陪跑，3 万一个月不算贵…
- 自己折腾没结果，报个线下课，老板带着私域负责人，一次学习，2 万块钱又出去了…
- 如果下定决心打算认真做，还要考虑把几个工具之间的接口进行打通，2 个人力 3 个月干不明白，十来万的工资又出去了…
- 这还没算招聘、基础员工培训管理、工位费、五险一金。如果干不明白，解散，遣散也是成本。
所以，不管啥企业，但凡做私域，起码先准备 30~50W，半年时间。所以现在找我陪跑的企业，我都会把上面这个账算给对方听，拿不出这个预算，我也不忍心收你这个钱。
有钱还不行，老板还不能撒手不管，因为私域团队跟线下团队、电商团队之间也存在天然矛盾，时不时需要老板出来拍板，要么怎么总有人说私域是一把手工程呢。
但这种规模的企业，自己还在生死线上，老板过年算一算，一年到手能有几十万就不错了，所以敢尝试私域的，要么是一开始没算明白成本的，要么是真正的勇士。
小老板之间存在圈子，那些还没做私域的，会盯着正在做私域的企业观察，结果一看一个不吱声，自己也就打消了念头。
但这些中小企业，恰恰是中国民营经济中的主力，相信光是这些企业的认证费，对今年的企微来说也是主要收入的一部分了。如果企微还想要实现 10 倍的收入增长，核心市场也只能是在这里。即便不从营收的角度，而是考虑生态，企微也需要想办法降低他们的私域成本，引入更多玩家，因为这帮小企业才是真正把用户当人看的。 数字化转型网（www.szhzxw.cn）
比如：
- 推出 1000 一年的微商城和在线课堂，企业少花1万，企微多赚1000。只要基础功能即可，个性化的功能交给服务商去做。
- 推出专席客服，1 个客服员工通过官方提供的客服接口，一台电脑即可承接更多用户，而不是非要拿着十几台手机来回切换。省了 SAAS 钱，省了手机钱，提高了客户/销售比，提升了回复速度。
- 推出官方版 MA，优化标签管理等功能，让更多企业体验到精细化运营带来的正反馈…
这样一定伤了很多服务商的利益，但就像前文中说的一样，覆巢之下安有完卵？守着高利润率，没有客户，最终利润率也只能被高昂的销售成本吃掉，难道可以不死？服务商的收费方式有很多，最归根结底是从企业赚的钱里分到的，这是价值回归，请认清现实。
翻译：
Enterprise micro blocking RPA is a prelude to private Domain 3.0
This closure is like a fire in the Amazon forest, but the Amazon forest does not care about a fire, much less the death of a plant, because new plants will always grow. As long as there’s sun and rain.
Enterprises will hit RPA around April this year, which is what I predicted in November last year. Now, sure enough, the crackdown is more severe than ever, eliminating the root, and now some of the big RPA service companies have only a way to return the fee.
First, the beginning and end of the contradiction
The blow of enterprise micro is one month later than I predicted, some people say that I predicted accurately, in fact, I am logical reasoning out. The reason is simple – this time last year, wechat began to collect seat fees, and now, the first batch of seat fees have been due.
The relationship between enterprise wechat and brand parties is different from that of Douyin. Tiktok account is free, the fee is advertising fee, you give me money, I give you exposure, it is over, one thing is clear. And the relationship between the enterprise wechat and the brand is a service relationship, people paid the seat fee today, tomorrow because of RPA was blocked, people’s brand said that it does not play, and then the legal department came to the door, said that the seat fee you did not perform the agreement, you breached the contract, how do enterprises micro?
Now RPA plays the most ferocious, the biggest damage to the micro ecology of enterprises, and it is precisely that the gang of unscrupulous large enterprises after paying the seat fee. Enterprise micro certainly did not want to endure, next year can still play so? If rules are to be established, they must be established before they are renewed, and some things must be made clear – seat fees are not equal to protection money, and they do not mean that you can act recklessly.
And can you call these big businesses hateful? Well, not exactly.
When there was no seat fee, the cost of private domain was not so high, so the private domain team did not lose money. And when there is a seat fee, 1 million private domain annual light seat fee of 100,000 yuan, since the money has been paid, it is necessary to find a way to make money, but most companies can think of more ways to make money, is to multiple messages, multiple messages with the help of RPA, forming a “high one foot the devil is high” opposition situation.
In this article, I want to talk to you deeply about where the private domain industry will go in the future, and what we should do in advance. 数字化转型网（www.szhzxw.cn）
Second, double-edged sword RPA past and present life
RPA, full name Robotic Process Automation, that is, robotic process automation. Through computer control of mobile phones, simulate real action, to achieve one-to-one accurate private marketing.
Part1: First show of force
The company I worked for was probably the best and earliest RPA player in the entire online education industry. Because our growth was very strong, traffic often grew by hundreds of thousands of people per week, but this led to a problem: there was no enterprise wechat at that time, only a micro. So many people add up, just through the friend requests, send each other a greeting and other mindless manual operations, require a lot of manpower – obviously, this is not realistic for a company in Beijing, labor costs are extremely high.
So we developed a set of tools. Using a computer to connect dozens of mobile phones, similar to the picture below, but our scale is much larger than the picture below, so large that half a floor is full of such mobile phones, the electricity bill is very high.
But in this way, we free up enormous human power:
Friends add, the robot automatically through the friend request, and send a few paragraphs of welcome;
Friends scan the code into the group, the robot welcomes each other in the group, and sends our activity rules. 数字化转型网（www.szhzxw.cn）
Even, we can automatically identify competing products, and competitors will be kicked out of the group by the robot.
Even, the user’s screenshot proves that he has helped us share the circle of friends, and the robot can automatically review this picture to determine whether the user’s sharing meets the requirements.
With this model, we managed millions of private users and hundreds of thousands of wechat groups with just over 100 people – all on personal wechat. It can be said that without RPA, there would be no healthy listing of our company. 数字化转型网（www.szhzxw.cn）
It can be said that: before the emergence of RPA, wechat marketing (then not called private domain) was just a joke for enterprises, too inefficient and uncontrollable; The emergence of RPA has changed the cost structure, making wechat marketing a thing worthy of attention by enterprises.
To be more assertive: without RPA, there would be no private domain prosperity today.
Part2: Uncontrolled development and the emergence of micro-enterprises
Wechat began to crack down on RPA probably in 2017, this time RPA has been mastered by more companies, and there are service providers – some only provide account hosting tools, and some provide accounts together. 数字化转型网（www.szhzxw.cn）
So things got out of hand. One thing that happened that year was that this technology was mastered by people who were doing ash production, and they built a group of 40 people, 39 of whom were the hosts of the robot, and 1 real user. Yes, this is not a joke, but a real case. This directly led to wechat’s attention to RPA reaching an unprecedented height, the largest RPA supplier in the industry was liquidated in an instant, and we were also shut down a lot of accounts.
In 2018, wechat hit RPA, personal wechat has almost no room for development, and in the same year, wechat launched enterprise wechat, people were surprised to find that some of the RPA functions that were originally paid to use, such as automatic through friends, automatic group building, etc., enterprise wechat can be used for free, and in the past, personal wechat can only add 50 people a day. And enterprise wechat can add 500 people a day. As a result, no one felt sorry for the dead service providers, and everyone began to pour into corporate wechat.
For rule-abiding enterprises, they only improve operational efficiency through RPA, and enterprise wechat is a very useful tool for them; The unruly enterprises, such as those engaged in junk violence marketing, are also controlled in this form – in the past, only one account is blocked, and now the main body is directly blocked. 数字化转型网（www.szhzxw.cn）
God only creates rules and does not interfere with individual development. If wechat is a small world, then Zhang Xiaolong is the god of this world, and the enterprise wechat is the rules created by Zhang Xiaolong: stay by the rules, I help you reduce the cost, you can live better; The unruly will naturally become an isolated minority, and will naturally be hit by greater pressure.
Enterprise wechat is definitely a trick:
It diverts the behavior of commercial operation originally through personal number and protects the clean environment of personal number.
It reduces the operating cost of wechat for enterprises, and enterprises can serve users through wechat with a lower threshold; 数字化转型网（www.szhzxw.cn）
It provides a solution for very large enterprises, so that these enterprises with more than 100 million users embrace wechat to become a reality;
Wechat can also take the opportunity to obtain more user consumption behavior preferences and accumulate more big data assets.
But now there are also many new problems, such as:
Enterprise wechat also has the functions of OA (internal office collaboration tool) and SCRM (customer information management and contact tool), but there are contradictions between the two, because the customer information is miscellaneous, but it reduces the efficiency of internal communication and cooperation of employees, and causes inconvenience and even the risk of information management. So I have seen some private domain play well enterprises, but will not use enterprise micro OA, with flying books or nails. 数字化转型网（www.szhzxw.cn）
Enterprise wechat, as a “garbage station”, accommodates most of the marketing information that originally existed in the personal account end, making a micro more refreshing, and was originally a champion of wechat ecology. However, from the point of view of the actions of enterprises, wechat internal seems not satisfied with this, just like complaining about too much garbage in the “garbage station”, which is very absurd. Enterprise micro is also trying to solve this problem, but a small effort will make internal dissatisfaction, and a large effort may let the “garbage” return to a micro, which also deviates from the purpose of its own existence.
Part3: Problems with RPA today
Today, RPA has evolved into two completely different uses.
One is to take a refined operational route, able to operate around the user’s life cycle. Take the tea selling project I am incubating as an example. After users add friends, I will push different messages to users every day through the form of RPA to dig out preferences and educational needs. And if the user buys a certain product, I can also push the logistics progress to the user through RPA, ask for satisfaction and so on. In this way, I reduce the reach of ineffective marketing messages to users, and users have a stronger feeling of being served and a stronger trust in us.
Obviously, this is a very healthy, win-win model for all three parties. Enterprise wechat has also opened a lot of green lights for enterprises with such practices, such as more interface functions. Enterprise wechat service providers are also trying to promote this form, made into a program, we call MA (automated marketing), but MA can only be sent to each user 1 times a day, although unlike RPA can be sent countless times, but this is enough for the normal business customer relationship enterprises to a certain extent.
The other is the brute force touch route, using RPA capabilities to send more spam messages to users. For example, an e-commerce platform is also in the private domain, they in the 618 period, the average every 10 minutes to the group to send 2-3 product promotion information, regardless of whether the user needs. It’s no less than kicking in your door and then blasting flyers in your face and putting little ads on your fridge. However, this kind of enterprise is also the biggest share of enterprise wechat revenue, which is their most headache. 数字化转型网（www.szhzxw.cn）
In my opinion, some companies have really gone too far in the past. In their eyes, the private domain business is like this: since I have spent the seat fee, since I have spent the cost of drainage to add users to it, then I have to consider the return of the cost, can return the cost of 3 months never consider 6 months. So what they do is very radical – crazy messages, either you delete me or I turn you.
In this environment, users have become very resistant to adding enterprise wechat, resulting in a reduction in the industry-wide micro conversion rate and an increase in micro costs: from 2 yuan four years ago to nearly 20 yuan now.
And this way of playing is aggressive and assimilative – their approach makes it impossible for companies that originally intended to seriously manage customer relationships to operate, and they can only join and start frantically grabbing, thus further driving up the cost of the entire industry.
Part4: The Philosophy of natural selection in tropical rainforests
We compare wechat ecology to a tropical rainforest, and the latter this aggressive approach, in the past to seize resources, at the cost of harming the environment and other plants to obtain their own development, will eventually lead to the occupation of the entire rainforest, and the rainforest is therefore dead. 数字化转型网（www.szhzxw.cn）
However, it is also difficult to distinguish this plant, such as a few times a day is normal, more than a few times is harmful to the environment, it is difficult to define, and it also costs to define. Especially when 95% of the whole ecology belongs to the latter, there is no need to define. So the best thing to do is burn it all down, start over, and modify the soil so that the plant can’t come back. Even if some positive plants are burned, this is a small price to pay.
The Amazon forest does not care about a fire, because as long as there is sunshine and rain, new plants are bound to grow. As long as people are still using wechat, there must be business opportunities, enterprises must serve consumers through wechat, consumers also need to be served by enterprises. So cracking down on RPA won’t be the destruction of the private domain, just the survival of the fittest that happens every few years. 数字化转型网（www.szhzxw.cn）
It doesn’t take long for the forest to become lush again. And without the fire, those small but good plants would not have had a chance to survive. Disaster is God’s mercy to the world.
Third, where the forest will go after the fire
I am glad to see that Qiwei has made this choice. For enterprises that have not yet done private domain, or have not done crazy push through RPA, this wave is bound to be good, although there will be pain, but it will bring a lot of new opportunities – the cost of adding users across the industry will be reduced, and the deletion rate of users will be reduced. In addition, there will inevitably be more benign private domain enterprises to emerge, creating more good stories for everyone to learn to imitate.
And here I dare to make a prediction for the future: micro enterprises will charge for mass distribution.
The reason is also mentioned in the previous article, today’s contradiction between enterprises and enterprises is that: the seat fee is charged, so that the fixed cost of the enterprise private domain increases, even if it is only to hold users, do not do action, the cost is also placed there, which forces enterprises to do some actions, even if it is just to issue advertising.
The seat fee is to stimulate the evil of enterprises, and make this evil become natural.
Now in the wechat ecosystem, 90% of the noise is generated in this way: anyway, send a message without money, even if the harassment of 100,000 users only earn 100 yuan, this 100 is also my income, as for harassment, what does it have to do with me. The original sin is that “harassment costs nothing and profits go into your pocket.” 数字化转型网（www.szhzxw.cn）
The “harassment without cost” is built on the basis of RPA, which is the core reason why enterprises are cracking down on RPA.
And eliminating RPA, which was originally cost-free to reach, now has to be manually achieved by employees, employees have costs, and the cost is high, which will naturally eliminate most marketing harassment, but the problem is: it makes those otherwise healthy businesses can not do it.
Is there a way to clearly and simply tell the difference between the two? Yes, the answer is “hit production value”. 数字化转型网（www.szhzxw.cn）
Healthy operation of the enterprise because more love users, reluctant to hurt harassment, so each time they touch the user, can create a high income; The advertising party does not care about the user, the user is also numb by harassment, so each time it reaches the user, the revenue created is very low.
If we can tell, is there a way to kill the former and keep the latter? Of course, the answer is “cost of reach.”
There are people who kill heads. There are no people who lose money. If each touch has a cost, the cost is higher than the latter’s income and lower than the former’s income, it will naturally choke the latter, and even educate the latter to call the former and learn to respect users. This cost, we can call “touch cost”.
And now the enterprise micro choice is to kill RPA, so that the original machine to complete the action needs to be manually completed, which raises the “touch cost” to too high, the two will be killed at the same time, the enterprise micro also did not earn any money, and may not even receive the original seat fee. 数字化转型网（www.szhzxw.cn）
If enterprises and micro officials charge for access, it will become such a situation:
Since you have paid the seat fee, then I guarantee you a certain number of free mass distribution, normal operation is enough
On this basis, if you want to reach more, then you weigh whether to make money, if it is profitable, it means that your users recognize you, you are bold, and I share a little; If you don’t make money, then you should reflect on whether you should send.
Moreover, instead of charging a fixed fee for one mass delivery, the fee is charged according to the number of people reached. For example, the form of X yuan per 1000 contacts, which is very common in the advertising industry, is called the cost of 1,000 contacts (CPM). This also makes enterprises think about which users are to be reached, which are not necessary to reach, increasing costs and increasing harassment. Therefore, this also forces enterprises to do a fine operation, fine hierarchical work, such enterprises will gain greater advantages, become a new market benchmark, so that more enterprises to follow. 数字化转型网（www.szhzxw.cn）
I am the first private domain industry to publicly put forward the concept of “single/thousand touch cost” and “single/thousand touch output value”, and this concept will inevitably become the most important keyword of private domain in the next two years. Wait and see.
ps: In fact, in October last year, I already raised it in private on some occasions, but not publicly, so you can consider it as I just mentioned it today.
Charging for access is a win-win situation for all three parties. The greatest beauty of economics is that it regulates markets by an invisible hand, rather than by a series of fancy maneuvers.
In the next 2 years, what are the responsibilities of enterprises and micro-enterprises for the industry
Companies that do private domain today can be divided into three categories according to their size.
One is the head of large enterprises.
In the past, there is a big misunderstanding in the private domain industry, thinking that to learn from the head enterprise, but in fact, these enterprises because of the existence of brand awareness, where to sell goods can be sold, so they only need to put extensive concessions, RPA is the most effective for them, but it is the least technical content. 数字化转型网（www.szhzxw.cn）
These enterprises have the largest private domain size and the largest sound volume. Their seat fee is also the main revenue of micro enterprises, and it is also the most concerned about wechat enterprises in the past few years. But because the head of the enterprise only these, the pay has been paid, so by this year, this part is just the stock market, has been saturated, if next year the enterprise micro revenue also want to increase several times, the core battlefield must not be here.
The second category is waist enterprises.
Due to the selection of the head by the official and media in the past, these companies are also following the head, but because of the wide audience, their own visibility, product premium ability, and insufficient scale, even if they imitate the head playing method, their private domain team does not make money, just to make a living. Ultimately, the cause is blindness, not truth.
I have used such a sentence to ridicule: “The wood chopping followed the cattle lying to play all day, other people’s cows are full, your wood?” Obviously, they need to be realistic and develop their own style of play rather than imitate the head. In short, in the face of these enterprises, I think micro enterprises and some vertical media should reduce the publicity of head brands, so as not to mislead them. At the same time, pay more attention to discover and support more excellent private domain cases of waist enterprises, so that these enterprises can find a new way out.
For this kind of enterprise, I have a “private domain strategy course”, focusing on a realistic, around your business type to develop a private domain strategy. Excellent reputation, to the end of the article, interested can sign up for learning. 数字化转型网（www.szhzxw.cn）
The third category is small businesses.
For example, there are more than ten chain stores, or e-commerce enterprises with annual revenue of not more than 100 million, or knowledge IP with certain influence.
This kind of enterprise is divided into two categories, one is already done before the private domain, one is not yet started to do. 数字化转型网（www.szhzxw.cn）
The former has a 90% failure rate due to high base costs.
Do e-commerce, first buy a X praise, do knowledge pay, first buy a small X pass, 10,000 a year out…
Buy an SCRM tool, 10,000 a year and go out again…
Buy a seat fee, first buy 50,000 people is not a large scale? Five thousand a year and out again…
Buy AI outbound calls and SMS channels, tens of thousands of dollars went out again…
Enterprise micro certification, public number certification, open platform certification, video number certification, 1200 yuan out, once a year…
Buy 10 mobile phones, Red rice note10 can not be lower, 10,000 and go out…
If you give up doing it yourself, find a generation operation to run with, 30,000 a month is not expensive…
He did not toss the result, reported a line class, the boss with a private domain responsible person, a study, 20,000 dollars and went out… 数字化转型网（www.szhzxw.cn）
If you are determined to do it seriously, but also consider the interface between several tools to open up, 2 people do not understand for 3 months, and 100,000 wages went out again.
This does not include recruitment, basic staff training management, station fees, five insurance and one fund. If you do not understand, dissolution, demobilization is also the cost.
Therefore, no matter what enterprise, if you do private domain, at least prepare 30~50W, half a year. So now looking for me to run with the enterprise, I will calculate the above account to the other party, can not take out this budget, I do not have the heart to charge you this money.
Money is not good, the boss can not give up, because there are natural contradictions between the private domain team and the offline team, the e-commerce team, and from time to time, the boss needs to come out to make a decision, or how there are always people who say that the private domain is a leader project. 数字化转型网（www.szhzxw.cn）
But this scale of enterprises, they are still on the line of life and death, the boss calculates the New Year, a year can have hundreds of thousands of good, so dare to try the private domain, either did not understand the cost at the beginning, or is a real warrior.
There are circles between small bosses, those who have not yet done private domain, will stare at the enterprise that is doing private domain observation, and the result is a look at a silent voice, and they will give up the idea.
However, these small and medium-sized enterprises are precisely the main force in China’s private economy, and I believe that the certification fees of these enterprises are also a part of the main income of enterprises and micro-enterprises this year. If the enterprise micro also wants to achieve 10 times revenue growth, the core market can only be here. Even if not from the perspective of revenue, but to consider the ecology, enterprises also need to find ways to reduce their private domain costs, introduce more players, because these small businesses are really the users as people.
For example: 数字化转型网（www.szhzxw.cn）
Launched 1000 year micro mall and online classroom, enterprises spend 10,000 less, enterprises earn 1,000 more. As long as the basic functions can be, personalized functions to the service provider to do.
Launched a special customer service, a customer service staff through the official customer service interface, a computer can undertake more users, rather than have to hold a dozen mobile phones to switch back and forth. Save money on SAAS, save money on mobile, improve customer/sales ratio, and improve response speed.
Launch the official version of MA, optimize label management and other functions, so that more companies can experience the positive feedback brought by fine operation.
This must have hurt the interests of many service providers, but as I said before, there are eggs under the nest? Keeping a high profit margin, no customers, and ultimately the profit margin can only be eaten by the high cost of sales, can you not die? There are many ways to charge service providers, and the most important thing is to share the money earned by the enterprise, which is the return of value, please recognize the reality. 数字化转型网（www.szhzxw.cn）
本文由数字化转型网（www.szhzxw.cn）转载而成，来源于考拉啥都写；编辑/翻译：数字化转型网宁檬树。
