Wechat Again Sealed Off A Brand Of Overnight Losing Thousands Of Customers, Hesitating At The Crossroads.

A few days ago, the news of "a large number of WeChat community operation tool user accounts was blocked" made community players again panic and anxiety. On the other hand, the operators were thankful that they were "ready to uninstall plug-in software in time" and "account size was not affected".

　　 WeChat's plug-in was hit again

According to a number of revelations, on the evening of May 25th, some WeChat community operation tool user accounts, represented by WeTool, were restricted to login. The length of the ban was 1 days, and the length was unlimited. The restricted account has received hints on the login page: the WeChat account was temporarily restricted to login by using WeChat plug-in, non official client or simulator. Please uninstall the corresponding illegal software as soon as possible.

Then, WeTool also issued an official announcement: "since May 25th, WeTool has received part of the user feedback issue. For security reasons, please suspend the use of WeTool. We are actively communicating with WeChat officials. Please wait for the next notification."

According to media research, some of the WeTool users including online training, fresh food, shoes and clothes, mother and baby industries are more or less restricted to login, but not all accounts are affected.

"We started using social management tools last year, mainly for signing in, popularizing knowledge, birthday reminders, raffle tickets and so on, so this time it has not been affected, everything is normal." A beauty club player said.

A person familiar with the matter pointed out: "according to the current known information, some of the marketing signs that use WeTool login and some of the sensitive words and marketing high-frequency words in the chat (such as recruitment agents, one button generation, etc.) are more likely to be restricted to login."

"As a WeChat community management tool, WeTool should be identified as WeChat's plug-in by WeChat official." A senior community operator pointed out that WeChat has been cracking down on plug-ins, and it is easier to concentrate on the intense promotion of e-commerce.

According to the WeChat personal account behavior specification, WeChat official is prohibited for plug-in behavior. Previously, the plug-in behavior was mainly red envelope plug-in, WeChat plug-in multi - open, one button forwarding plug-in behavior.

In June last year, the WeChat security center also issued a notice on cracking down on WeChat's marketing plug-in, cracking down on external functions such as violence and powder, messaging, one click, group push, automatic reply robot, global virtual positioning, WeChat group automatic promotion, micro signal batch adding and deletions, etc. the plug-in software developed on the basis of Xposed, substrate and other technical frameworks is defined as illegal. Businesses.

In response to the incident that some community operation tools account was closed recently, the media asked WeChat official's reply: "plug-in software is in the scope of WeChat's daily safety strike, and we have been strengthening crackdown and focusing on governance. Plug-in software not only destroys the ecological balance and normal operation of WeChat platform, but also provides convenient conditions for malicious marketing behavior, causing harassment to normal users. At the same time, we also urge users not to use such plug-in service, so they must not give their WeChat account, password and verification code to strangers, so as to avoid risks such as privacy, property safety and so on. "

WeChat officials stressed that the fight against plug-ins is a regular action, not a target for a management tool, and all accounts that have been complained by users and verified to have the use of plug-in behavior. According to the relevant laws and regulations of the state and the Tencent WeChat software licensing and service agreement, the WeChat user account usage specification. According to the degree of violation, it will be limited according to the principle of ladder punishment, including not limited to the function of restriction, and restricted entry.

　　 Community operation community operation tools

"Last night, I heard from the news that all the plug-in software was unloaded and I could not afford the risk." Many businessmen using WeChat community management tools said that although their accounts were not blocked, they made timely adjustments to protect their user assets.

There are also time to adjust the business to the media admits: "last night with the community operation tools hanging 80 accounts, has been sealed 2 accounts, thousands of customers have not, and now dare not log on to the plug-in software, waiting for WeChat to make new functions."

When WeChat's plug-in was hit in June last year, there were businessmen who expressed their concern: "WeChat is cracking down on personal number plug-ins. Where is the border? Where is the line? What is the bottom line? In particular, will there be any impact on private traffic? "

This time, the anxiety of these businessmen also spread among social players. According to a number of industry feedback: "businesses rely on the community to play private domain traffic is now very common, but private domain traffic operators generally need to use WeTool such third party tools to enhance operational efficiency, without tool support, operating costs will rise sharply. Is there any way out for private domain traffic? "

However, a community operator trader talked about this: "WeTool does not represent all community operation tools, nor does community operation tool mean community operation. This needs to be clearly distinguished. That is to say, tool level restrictions do not affect normal community operation.

She added that she has been working in deep farming communities and using social operation tools, but has never encountered any restrictions such as account restrictions, system failures, and penalties. "If there is no violation, my private traffic operation will not be affected." She told the media.

There are also brand community operators who think from the perspective of WeChat platform: "people in the traffic circle and WeChat marketing circle know that some WeChat plug-ins can easily realize the functions of violence plus powder, one key group sending, WeChat group automatic promotion, and so on, so as to facilitate the operation of WeChat. However, some users use it for malicious marketing, which is a violation, and WeChat naturally wants to manage it. " In its view, WeChat's attack on personal number plug-in is actually a fight against illegal profit making mode, which is an inevitable move as a healthy and open ecosystem.

Another industry player expressed different opinions: "WeChat's attack on malicious marketing is good and understandable, but this time the title incident happened too abruptly, and not all accounts that used a community operation tool were malicious marketing, so it was hard to avoid accidental injury." He affirmed the existence value of some functions of community operation tools, but also worried that blows caused by blows would cause people to lose confidence in the operation of social / private traffic.

In addition to social operation tool users, this action has also led to panic among community operation tool service providers. A community service provider said: "WeChat's attack on personal data plug-in is not the first time, it has been hitting, and the intensity has been bigger than once, and the survival space of social operation tools has been repeatedly compressed. It is wise to find a way out before it is too late.

Another practitioner expressed pessimism. He said: "the whole community operation service industry is facing challenges of change and adjustment. At present, it is very difficult to achieve a smooth transition, and the whole industry is hopeful."

"Although community operation tools have solved some customers' needs, such demand is not the demand of WeChat / Tencent, Tencent also needs to guard its own traffic sites." He added.

　　 WeChat's private traffic business?

When it comes to the normative issues of WeChat community operation, it often leads to the discussion of WeChat in the industry. This time is no exception.

"If the third party community operation tools can not be used, and continue to operate private domain traffic, I am afraid we must put WeChat's Exploration on the agenda. After all, it is the official tool of WeChat." An industry observer said, "enterprise WeChat needs and basically has multiple management capabilities. If micro dealers and community managers are using WeChat, DAU will be impressive, and WeChat will certainly be willing to push products in its own system.

This conjecture is not a case in point, and even an unconfirmed screenshot of WeChat's product manager has been circulated on the Internet. The WeChat product manager on the screenshot said she wanted to know if the enterprise had the will to move WeChat's customers and customers to WeChat.

Judging from the current feedback, brand businesses do have the intention to transfer customer assets to WeChat. "Our main points of consideration include two aspects: first, we can not afford to lose the WeTool again." WeChat is the official tool and the risk will be even smaller. Two, WeChat has its own advantages, such as avoiding customers taking away customers resources, WeChat buddies, customer circles and internal synergies. "One of the businessmen said.

It is understood that WeChat has now launched a lot of operational tools, such as the welcome reply, group sending, label management, binding applet, group code and so on. Among them, tag management refers to supporting the sending of text / pictures / small programs according to the labels of customers, which can distribute coupons in a targeted manner and promote sales transformation; binding small programs means that customers can open small program stores or member centers from the enterprise micro signal business cards; and the WeChat customer group of enterprises. The "live code" function refers to a two-dimensional code or small program (never expired) button corresponding to multiple WeChat groups. Users will randomly join the existing group chat after sweeping the code.

If the plug-in tools are repeatedly banned, if enterprises want to effectively precipitate and manage WeChat customer resources, there is only the option of "WeChat insurance". One industry insider pointed out.

Just now, the "WeChat team" has launched a latest news on WeChat, which reminds users that "now you can add WeChat as your friend." It is understood that enterprise WeChat supports binding personal number WeChat, from WeChat friends to add to WeChat, through sweep up or add enterprise WeChat business card to WeChat to complete transfer.

However, there are also many people questioned about the use of WeChat as a social operation tool: "the upper limit of the number of WeChat customer groups is only 200 people, and the upper limit of WeChat group is 500 people. The small number of groups will lead to a sharp increase in the number of social groups. In addition, the WeChat community operation tool is not perfect, compared with WeTool and other social operation tools, such as batch group invitation, automatic kick, multi group forwarding, friend to heavy, intelligent robot, group statistics and other functions, the enterprise WeChat still has room for improvement.

Taking into account these factors, some businesses are still on the sidelines of WeChat, and the cost of rashly shifting private territory traffic positions needs careful assessment.

In response to this round of WeChat titles, the industry has also summarized some experiences for reference.

1, for a single account, avoid adding more WeChat friends in a short time or adding frequently in a short time. In addition, a micro signal corresponds to one device and can not change the login equipment frequently.

2, for group management, temporarily replace the social group owners as non marketing numbers. After marketing information is popularized, maintain the normal community and wait for the official handling of WeChat.

3, there are also many social operation tools on the market that are not affected, and can be replaced if necessary.

4, start exploring WeChat, and take account of the transfer position to prepare ahead of schedule.