Liuduren and Zhang Xingliang: What are the “three new things” of SaaS innovation?

Zhang Xingliang: Thanks to Yiou for the invitation. As an old friend, I came to the scene to discuss SaaS with you. To give a brief introduction, Liudu Renhe (EC) is a company jointly invested by Tencent and UFIDA. Tencent is the largest social network platform in China, and UFIDA is the largest enterprise software company in China. We have made a connector in the middle. In 2013, we released a product called SCRM (Social Customer Relationship Management System). We hope that it will help all companies connect to social networks, open up the company's external processes, allow external information to enter the company, and form data to drive backwards. The generation of internal enterprise processes and business.

After the release of SCRM, this product has subverted many people’s views on CRM. CRM used to help managers manage sales, but we believe that the future of CRM is to drive business through data and help sales. People improve efficiency. Since its release, this software has been used by more than 30,000 companies. A large number of sales staff have six to seven million contacts with customers every day. These connections include phone calls, WeChat, QQ, emails, SMS and other social tools.

? The success of SaaS products lies in finding the "motivating force to fly"

The theme I share today is "The Flying Dream of SaaS", which is also my thinking during this period. Before talking about how SaaS can fly, we first look at the question: why can airplanes fly? When humans first dreamed of flying, they saw that birds could fly, so humans made many devices to imitate bird flight. However, the problem is that humans cannot fly with two wings. It was not until the Wright brothers understood the principles of aerodynamics that they were not the wings of a mocking bird, but the wings of an airplane. When pushed forward with power, you can fly, so you can fly by airplane today. The fundamental reason why an airplane can truly fly is not to imitate a bird, but to understand the essence of aerodynamics.

Many successful products mostly conform to this principle. When e-commerce emerged, in order to save store rent, physical stores moved online. At first, this move was undoubtedly imitating the flight of birds. But today we found that the advertising fee of Taobao Express is much higher than the store rent, and people will still choose to sell online. It can be seen that the value of e-commerce essentially lies in solving problems that cannot be solved by offline retail: first, online promotion, Flash sales can quickly solve the problem of inventory clearance; secondly, it is easy to solve the problem of gross profit margin online. Buy one get one free to sell high-margin products; most importantly, online transactions can estimate the sales for the next month. volume and customer acquisition ratio, and then reverse ordering, optimizing the supply chain, and obtaining higher profits. Therefore, simply imitating the flight of birds will not make you fly in the electronic commerce industry. Note: The picture elements in the above picture come from the Internet. If there is any infringement, please contact us to delete it

Similarly, everyone’s initial understanding of group buying is discounts, small profits but quick turnover. This is also learning from the bird’s flight. Likewise Can't fly either. We need to think about what problems group buying solves? Opening a restaurant requires a table turnover rate to calculate the sales cost per unit area. The faster the table turnover is, the stronger the restaurant's profitability. However, the offline table turnover rate is limited. Meituan fills the table turnover rate online through takeaways, which actually solves the problem. Only by tracing back to the root causes of problems that companies have not solved in the original scenario and finding a business model that can derive new value can they thrive.

When we talked about SaaS today, we were thinking about what were the three values ??of enterprise software in the past? The first is customized process, the second is safety, and the third is control. If you use cloud technology and mobile technology to realize these three values ??today, you have to reflect on whether you have reached the first stage, where people are imitating the flight of birds? So where is the real innovation and value of SaaS? Speaking of which, let’s first take a look at what changes have taken place in the company?

Today's business management has actually undergone very big changes. Today's business management is completely different from that of ten years ago, and many management concepts are also very different from those ten years ago. First of all, the main workforce of corporate employees ten or more than ten years ago were actually those born in the 1970s.

For example, people like us had many brothers and sisters when we were young, so our parents taught us to be obedient. When we grow up, we will be subject to military-style management, which will cultivate us with very strong execution ability. At that time, it happened to catch up with the rise of China's manufacturing industry, and a group of very obedient people were needed to enter the industrial chain that required strong execution capabilities.

In that era, the most important thing about business management was the management process. From the perspective of a typical production-oriented enterprise, one talent led a group of people to work, and the talent (manager) Efficiency is very important, but manpower is not. Therefore, the most typical of previous management software is that employees need to constantly enter various data and fill in various reports, so that managers can clearly see the management charts. This also leads to the previous software It is centered on management or control.

Today, great changes have taken place in China. The main people in the workplace have become those born in the 1990s, many of whom are only children and have been self-centered since childhood. After entering the workplace, his core ability is not execution, but being more creative or better at playing. In addition, the disappearance of the demographic dividend has made talents more valuable, and people born in the 1990s are more independent. Therefore, China's workplace has actually undergone fundamental changes. This change is that enterprises pay more and more attention to the efficiency of employees and require more and more self-motivated management of employees. This change in management concepts will definitely force the innovation of enterprise management software.

Data-driven business, SaaS software should be based on efficiency improvement

Traditional software is typically called "using solid processes to drive business." First, use information technology to solidify and standardize the process, and then ask employees to follow the process. The company's requirement is that management must be very standardized, but the new software actually uses data-driven processes. So where does the data come from?

We see another change in China’s entire business model, which is socialization. With the popularity of QQ, WeChat, and smartphones, everyone’s identity on the Internet has begun to be personified. In the past, when you met someone to discuss business, you would first meet him. The purpose of meeting was to gain mutual trust. But now you see, when I was sitting in the audience, many people added WeChat and read their avatars and Moments, and then they had a general understanding of each other, and could basically judge whether there was any possibility of cooperation. Therefore, the formation of network personification will cause business data to begin to migrate to the network.

We will see a lot of product information in WeChat, which used to appear in the form of H5 and web pages. But now many of them appear in the form of small programs. Why does WeChat release mini programs? I think there are two typical application scenarios for mini programs: The first scenario is that there is an offline entrance. For example, when I saw a Mobike bicycle, I could open WeChat and scan the QR code to ride it. After adjusting the mini program, I could just use it and leave. I went to a restaurant and saw a QR code that allowed me to pay by scanning the code. The mini program called up the order, paid the order, and left. This was the first scene of the mini program.

The second scene is communication between people. , WeChat has been completed, so when I negotiate business on WeChat, a business card, a receipt, and signing a contract can all be completed in the mini program. In the future, I think more processes will be migrated to mini programs. This action also illustrates a trend: communicating business processes on social networks has begun to become mainstream.

Nowadays, the business processes of enterprises have undergone great changes. What were the previous business processes? There is only boss to employee and employee to boss. If an employee initiates an approval order, the boss approves it, and the matter is over. Or if I initiate an internal purchasing order, the leader approves it, I pay the money, and then it's over. But this is not the case today. Take today's Innovation Summit of Yiou as an example. Yiou made an H5 invitation letter and sent it to employees. The employees forwarded it to the people they wanted to invite through social networks. After the invitees signed up, the business process began. Once started, the data begins to drive the company to generate a process table for meeting participants, and then drives employees to do reception and arrangement work. Not only invitations, but also many marketing activities have begun to migrate to social networks, and external business processes have been opened up and become a new mainstream.

In this way, the company gradually changed from the original dual structure to a three- or four-tier structure.

In the past, the assets of a company may only have two parts, namely, the number of employees and the number of fixed assets. In the future, enterprises will use digital assets, including customers, agents, upstream and downstream structures, etc. The organizational structure has changed from the original two layers to three layers. We need a system to support this external business process and three or three layers. Four layers of social organization.

In addition, the marketing model of enterprises has also undergone great changes. In the past, a PC was roughly equivalent to a browser, and a browser was roughly equivalent to Baidu. Most of the information came from search engines. Today, when everyone holds a smartphone, they rarely actively search. Instead, each App has become a fragmented operation. All information and advertisements come from the information flow push of these Apps, such as Toutiao and WeChat Moments. wait.

For enterprises at this time, they need to have their own customer database, refine the data from the customer database, and push it to the media, and the media will push it to social networks, and then push it to their customers. Once these customers become interested in the company's information, they will return to the company when they click, forming a closed loop. This is also a process of data-driven business processes

? The "new three things" replace the "old" Three things "have become the mainstream in promoting SaaS innovation

In the past, the three major values ??of software were customized services, security and control. But today the "old three things" will be replaced by the "new three things". The first new value is Social, where socialized external processes replace customized internal processes and connect the inside and outside of the enterprise through connections.

The second new value is Smart intelligence. Big data integrates external data to build customer portraits, and then AI reversely drives the effective sales of internal employees. The source of enterprise processes is no longer employees, but is a customer. When an employee imports his customer information, he will classify his customers and remind him to take corresponding sales actions for different customers. At this time, the employee does not become a controlled person, he becomes an information-based person. The most direct beneficiary.

The third new value is simplicity. Traditional enterprise software emphasizes security control. Such applications are complex and require educational process services. Once you do not follow my process, you will be punished in reverse. you. But in the future, with the popularity of terminals and data-driven development, software will become very simple. For example, in EC SCRM, when the business triggers data, the system will remind the corresponding executives to do the corresponding things in real time, and the efficiency will be greatly improved.

We insist on the innovation of "three new things" and integrate the values ????of the three S (Social, Smart, Simple) into CRM, so we call it SCRM social customer relationship management system, which is also We are innovating the value of SaaS, thank you all.