Wang Kun, Vice President of Kechuangren 36氪: Enterprise service products should pay attention to user experience, and 36氪 will launch the Chinese version of the “Magic Quadrant”

Wang Kun, Vice President of 36氪, Head of Enterprise Service Review
Wang Kun has nearly 10 years of experience in Internet product design, operation and team management. Before joining 36Kr, he worked for many top Internet companies such as 360, Baidu, and NetEase, and has comprehensively traded many well-known products such as NetEase News, NetEase Open Course, Baidu Video, and 360 Browser. Has rich experience in product design and operation from 0-1; has experience in design and operation of overseas products. Has long-term observation and deep thinking on consumer Internet and industrial Internet.

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The product dream comes from the support
In 2012, the pattern of the first half of the Internet was established, the e-commerce battle was anticlimactic, the video sector merged with excellent land, and the grand delisting marked the PC online game market entering a bottleneck period. On the other side, the protagonist of the second half came on stage, WeChat users exceeded 200 million, and the number of mobile netizens exceeded personal computers for the first time...
This year, Wang Kun graduated from Beijing Post. Most of the classmates and friends chose the direction of communication, or joined the research institute system, or joined the operator system, but Wang Kun chose to join 360 among many high-quality offers from state-owned enterprises, foreign companies, and research institutes, and became an Internet industry. product person.
Interesting to say, this important choice about the direction of life came from a cheer. In 2011, a friend of Wang Kun entered the finals of the Baidu University Student Innovation Competition. In order to create some momentum at the selection site, he invited several friends to the scene to take the lead.
At the final scene, other friends abide by the duty of the atmosphere group, they should cheer and applaud, but Wang Kun was stirred up by one wonderful product after another, and his life dream: "That was the first time I learned about Internet products. , is also the first time I realized that relying on one product, one team, can really change the way most people live, which is so meaningful."
In the next few years, from 360 to Baidu to NetEase, Wang Kun continued to accumulate and form unique product insights, and greatly expanded his horizons in the process of constantly challenging difficult innovations.
Kechuang people: In your work experience before joining 36Kr, which work experience was the most rewarding for you?
Wang Kun: The experience of serving as the business leader of NetEase's public course was a public welfare product, so there were not many resources and a small team, but we still made a great improvement in user experience, and then brought A huge increase in the data.
Only when you are in charge of an overall business will you find that you have to expand from professional capabilities to general capabilities, you have to consider more things, growth, experience, business level and even the possibility of the team's future... This process forces you to think holistically Ascension, and this improvement is not a one-time, more like aroused oneself to a state of initiation, embarked on a road of progress and no retreat.

The comment model cuts into the trillion-dollar enterprise service market
With the success of one product after another, Wang Kun has become famous in the industry, and he often thinks about his future choices: "Product capabilities can be combined with many scenarios, but I am not very interested in killing time scenarios. With the growth of experience, I increasingly hope to find a track that can continue to create incremental value."
Wang Kun and 36氪 became attached, and she has a sense of being a real palace for fans: Since entering the workplace, 36氪 has always been Wang Kun’s preferred channel for information about the technology industry.
At that time, 36氪 CEO Feng Dagang repeatedly thought about “how to achieve the second take-off of enterprises through product strategy”, and he delineated the second curve of 36氪 in the enterprise service market: In terms of capabilities, 36氪 has a distinct enterprise service gene, and its enterprise database There are more than 1 million companies, of which 260,000 are enterprise service companies. In terms of goals, the market size of To B in Europe and the United States is close to 1:1 compared to To C. Compared with the two, the Chinese enterprise service market obviously has huge potential.
Given the direction, it is difficult to choose the correct entry point. In Feng Dagang's view, information asymmetry, excessive dispersion of supply and demand, and inability to scale quickly are the three big mountains that hinder the large-scale development of the service track of Chinese enterprises. How to level the information gap? The answer is an objective, fair and intelligent public information and trading platform that provides sales data, real evaluations, horizontal comparisons, decision reports and online trading and service scenarios.
Aiming to build a super information platform for the trillion-dollar market of enterprise services, it is bound to need an excellent product leader to take the lead.
At the beginning of 2021, Wang Kun and Feng Dagang met for the first time, and their views on the enterprise service track were highly consistent, and the two hit it off.
Kechuang people: Platform products are generally large in scale. What elements should be paid attention to at the beginning of design, and what kind of thinking framework should be established?
Wang Kun: A new product needs to go through three stages from creation to development: the first is to verify the requirements, the next is to grow rapidly and achieve scale, and the third stage is to close the loop of commercialization and achieve breakthrough.
In the first stage, the core element is to verify the needs of target customers. Accurately delineating the relatively vertical target customers in the initial stage and accurately locking their relatively rigid and high-frequency needs are our most important tasks at the moment.
Kechuang people: What is the necessity of review products in the enterprise service market? Are there any successful precedents in the European and American markets?
Wang Kun: The particularity of the enterprise service market determines that transactions in the market not only have a long cycle and high risks in the decision-making stage, but also face the problems of long cycle and high risks in the delivery stage. In such a market, the value of platform-based products cannot escape from two core efficiencies: transaction efficiency and delivery efficiency.
There are many mature platform service providers in the western enterprise service market, such as Gartner, which focuses on information technology research and analysis, and G2, a comment platform founded in 2012. China's enterprise service software market started relatively late, but matured very quickly. After 2019, both the buyer and seller markets have become relatively mature, especially the phrase "no buying habits" that has been criticized for a long time has become a thing of the past. Many young People have been using paid tools to optimize their studies and works since their student days, and more and more startups are adopting the cloud-native model.
However, the Chinese enterprise service market is still in the early stage of development. At this stage, the seller lacks the ability to acquire customers on a large scale, the cost of customer acquisition remains high, and the buyer lacks the ability to make accurate decisions. Comment platforms can solve these problems very effectively.
At such a stage, it should be a good time to create a review platform-type product that serves the enterprise service market.
Questions about the soul of platform products during the start-up period:
Buyers and sellers, which came first, the chicken or the egg?
Kechuang people: shouldering the heavy responsibility of the second curve of 36氪, what problems of target customers does this product hope to solve?
Wang Kun: In the field of enterprise services, 36Kr Enterprise Service Dianping hopes to improve the matching and transaction efficiency of China's enterprise service market.
Buyer's pain points: First, the market is opaque, and there is a huge information gap between buyers and sellers. When a problem occurs, the enterprise does not know which solutions, products and services are available in the market that can help them solve this problem; second, the decision-making risk is high, the entire decision-making cycle for enterprises to purchase software is very long, and the people involved in decision-making have different roles. The process is long and complicated. Once the inappropriate software is selected, the time, human and capital costs of replacing the service are high, so the decision-making risk is high.
Sellers’ pain points: First, the demand for “being seen”. In the past two years, a group of excellent SaaS unicorns have emerged on the vertical track, and they generally have demands that are seen by more enterprise users. The second is to reduce the cost of customer acquisition. The high cost of customer acquisition is a long-term pain point for B-end companies. The sales and marketing costs of the SaaS industry generally account for more than 55%, resulting in limited profit margins for companies, and there are few companies that make real scale profits. . Manufacturers generally hope to reduce high customer acquisition costs, increase renewal rates, and tap the deep value of users' entire life cycle.
Kechuang people: In the start-up stage with limited resources, for platform products with relatively complex target customers and scene pain points, the choice of strategy is very important. How do you decide the first battlefield of 36氪 enterprise service reviews?
Wang Kun: To serve those small and medium-sized enterprises that have the purchasing needs of enterprise service products, but are eager to increase the correctness of decision-making and reduce the risk of decision-making, and help them improve the correctness of their purchasing decisions. This is the focus of our efforts in the first stage.
When entering the procurement decision-making stage, buyers in the enterprise service market often encounter two problems. The first is compliance, and the second is the accuracy of procurement decisions. For small and medium-sized enterprises, it is difficult for them to improve the accuracy of decision-making. The cost required, this is the most prominent product value of 36 krypton enterprise service reviews.

36氪Enterprise Service Review Automation Report Page

Competitive barriers
Real third-party evaluation system
Kechuang people: The competition barrier of platform products is an interesting topic. On what value points are the competition barriers of 36氪Enterprise Service Review built?
Wang Kun: First of all, 36Kr has accumulated industry influence and brand awareness for many years.
Second, the core value of review platforms is their authenticity. To create value for buyers and sellers, the evaluation system must be based on the authenticity of the evaluation. We use the method of machine + manual to establish a strict classification of 1 to 5 levels, and only the review content of 3 to 5 levels will be entered into the review report. Frankly speaking, the way to obtain comments from B-end users is still different from that of C-end users, such as Dianping. The former costs more because the motivation for user comments is weaker. But since we are sure of its value, we have to overcome no matter how difficult it is. We organize teams to go deep into industrial parks, shared office spaces, and office buildings across the country to find real and specific users and decision makers, and get real comments on the spot.
This year we plan to do at least 300 ground push events.
Kechuangren: It sounds like a very heavy model. What means do you plan to use to increase the cost of obtaining reviews in the future?
Wang Kun: The key point is whether it can really form an influence. Once the effective coverage of the top products is formed, the value of our automated reporting will be recognized by the market, and the seller will definitely let his customers enter this platform and form reviews. an inevitable result.
Kechuangren: This is a reasonable prediction, but will seller-driven reviews affect the objectivity of reviews?
Wang Kun: The leading players in any field will not reject the real voice of customers. In addition, there are not many really effective communication channels between the transaction parties of enterprise service products, most of which are key people to key people, but what about the real users of the products? Their voices are often ignored. Solving user demands is not only to solve the boss's demands, but also to truly solve the core demands of users, solve the real pain points in the development of enterprises, and listen to the real experience of real users.
36氪Enterprise service reviews can be used as a more comprehensive, more three-dimensional, and more dimensional information feedback channel, which can help seller companies obtain richer real information and then iterate products.
Kechuangren: What are the differentiating advantages of 36氪Enterprise Service Dianping compared to other types of platforms in the enterprise service field, such as cloud vendors?
Wang Kun: The essence of cloud manufacturers is an ecosystem based on their own products. Our identities are different, our practices are different, and the value we create for the industry is also different. In contrast, we are an objective, fair, and independent third-party platform, not only not players, not clubs, nor even referees. The real referees are real users.

Future: Enhance interaction, increase classification dimension
Create a Chinese version of the "Magic Quadrant"
Kechuang people: 36氪Enterprise Service Review has been online for nearly a year. Has it played a role in promoting the enterprise service market as expected?
Wang Kun: Using data to illustrate, our software product library has completely covered the head and mid-waist products in China's SaaS industry, with an overall coverage rate of 60%+, and the number of buyer users reached and served through the platform every month reaches 60w+ ; Among them, more than 80% of the self-draining reviews from 36氪 enterprise service reviews; under our strict screening conditions, more than 20,000 real reviews have been entered, and this year’s goal is to exceed 100,000.
From the perspective of data growth rate, the influence of 36Kr enterprise service reviews is constantly increasing, and we have many key actions to enhance the influence of the industry in the future. For example, it is expected to release the evaluation standard system of China's enterprise service industry in the second half of this year. 36氪Enterprise Service Review contains four main databases, software product database, user review database, key person database and knowledge map database. Based on the four databases, we have the ability to create the Chinese version of the “Magic Quadrant”.
The current business team is also looking for independent financing opportunities.
Kechuang people: Key people and industry experts have appeared in your description many times. The subjective impression of people is important, but how to eliminate the evaluation bias caused by subjective judgment? Or can you introduce the model for selecting industry experts for 36氪enterprise service reviews?
Wang Kun: There are two main criteria for the selection of experts: the first is the non-relevance of interests, that is, you cannot work in SaaS vendors; the second is the influence of the SaaS industry, and the judgment of influence will have many subdivisions.
Kechuang people: The transaction decision-making chain in the enterprise service market is very long. In view of this characteristic, what follow-up plans do we have to optimize transaction efficiency?
Wang Kun: Let’s talk about the plan for the buyer first:
First of all, we observe that many buy-side decision makers have the need to communicate with other real users, and we are building a question-and-answer community where users can interact directly, which will become a useful supplement to automated evaluation reports. Offline communication and discussion activities will also become one of our special services.
Second, the enterprise service industry is a very broad concept. The types of products and the value of the scenarios are complex. In order to help buyers find the products they need more quickly, more dimensional classification and search functions are being developed.
For sellers, we will continue to help them increase the scale of customer acquisition leads and reduce customer acquisition costs. We will not only improve the accuracy of leads through optimization of search and classification functions, but also provide more service support in the conversion process. In addition, the platform will organize various group buying and discount activities to provide accurate traffic support for participating companies.
Kechuangren: Now that you have become a massive information node in the Chinese enterprise service market, in your opinion, what super variables are likely to appear in the Chinese enterprise service market in the future?
Wang Kun: First, data security, this variable has appeared. Whether it is changes in international relations or due to the demands of enterprises themselves, localization and localization will become irreversible trends.
Second, the weight of user experience continues to increase. In the past, the disconnected state of decision makers and users may be gone forever. From what we have observed, the actual user experience has become an important factor in purchasing decisions, and “whether it can be implemented” has become a decision. The factors that the user must consider, and the core factor of landing is whether the user is willing to use the product. This puts forward higher design requirements for enterprise service products.

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