光大证券:腾讯(00700.HK)推企业微信新版本 或是未来大规模挖掘社交电商价值前奏
光大证券近日发表报告,就腾讯(00700.HK)旗下企业微信新版本发布会作点评,指微信是中国最成功C端(消费者端)-即时通讯产品,提高了11亿用户的信息流通效率,数字化时代,内地许多行业从增量市场向存量市场转变,由资源驱动向信息驱增长转变,信息流通与利用效率亟待提高,企业微信极有可能在此趋势中起关键作用,而B端(企业端)企业市场有大量连接需求,相信企业微信空间广阔。
该行指,企业微信已得到众多企业用户的使用与认可,企业用户已被250万真实企业采用,月活跃用户达6,000万人,企业微信覆盖50+行业,80%国内500强已开企业微信,而企业微信拥有21,000+合作夥伴,每天有超过470万个企业系统连接企业微信上高效运行。
光大证券指,企业微信3.0此次围绕「人即服务」为核心设计,目的在於打造一套符合微信官方标准的自有流量运营模式,或是未来微信大规模挖掘社交电商价值的前奏。
该行表示,企业微信3.0的核心设计思路「人即服务」,其本质与直播电商相近,亦是实现线下导体的线上化,指企业微信3.0更新的重要意义在於,提供了微信官方提供的标准化的自有流量运营方法论和工具,包括了包括客户联系、客户群、客户朋友圈在内的整套系,相较於微信体系内「群控」、「微商」等经营模式,企业微信的这套营运模式能规避被清理和封禁的风险,同时由於企业微信的官方认证性质,消费者的信任成本得以大幅降低,更利於关系建立和交易的促成。
该行指,企业微信3.0是腾讯产业互联网的一块重要拼图,可见公司的ToB业务正在稳步推进,企业微信或将推动公司电商生态、企业服务生态快速发展,维持对其「买入」评级及目标价416元。
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