Killing each other is turned on, WeChat turns off the subtext behind Apple users' appreciation

　　According to the latest news released by WeChat's first-hand official event information public account "WeChat Pai", affected by Apple's new regulations, from 17:00 on April 19, 2017, the IOS version of WeChat public platform appreciation function will be turned off, and other versions of WeChat appreciation function will not be affected. WeChat Pai pointed out that after long-term communication and coordination with Apple, we finally chose to adjust the IOS version of WeChat appreciation function, which is a deep regret for the inconvenience caused.

　　Apple also responded to this time. Apple pointed out that WeChat can choose to provide in-app purchases to let users appreciate their favorite public account operators. Just like we provide this option to all developers, WeChat only needs to use the in-app purchase system to develop correctly.

　　As an APP with 800 million users and Apple as a mobile phone brand with nearly 100 million users in China, the two companies have differences on user appreciation, which will undoubtedly have a great impact on each other. It is understood that the reason why Apple allows WeChat users to purchase in-app is mainly to share the profits generated by WeChat purchases.

　　Close the ecological battle behind Apple users' appreciation

　　In fact, based on the current user size of WeChat and Apple and the system that has been built by each other, the closing of praise is actually more like a battle based on the two major ecological systems. A very important point that can really allow both parties to persist without making concessions is that they have a very strong user base. In the future, the battle between WeChat and Apple is expected to occur, and this may be caused by the gap between different ecological systems.

　　The closedness of the Apple ecosystem is in conflict with the WeChat ecosystem. Closure is a big feature of Apple's system. Through this system that seems quite closed to the outside world, Apple can not only realize the free flow of users within the system, but also increase the cost of users' exit by establishing a so-called technological "moat". For elements outside that want to enter this system, it can also charge "tolls". This time, WeChat turned off the appreciation function of Apple users and used the transfer form to make money, which is actually just to avoid "tolls".

　　WeChat is an existence that is open to both the IOS system and the Android system. It is this openness that determines that it can have 800 million users. Although Apple's system is relatively closed, after years of accumulation and ecology creation, Apple users have formed a completely own usage habit. When Apple closes its entry door, it will have a great impact on WeChat, especially for the operators of WeChat official accounts.

　　In essence, behind closing the appreciation of Apple users is more like Apple's wishful thinking. This is due to the closure of the Apple ecosystem. It is precisely because of the closure of Apple that it is incompatible with the external world. It is this incompatibility that leads to it being able to charge fees through various ways and constantly fight with external companies and business formats. The disagreement with WeChat this time is another true manifestation of this phenomenon.

　　From the software side, although Apple's IOS system has great advantages compared to Android system, we cannot deny that Android system always has an absolute advantage in quantity. If Apple lacks progress in hardware innovation, the installed capacity of IOS system will decrease with the decline in Apple's hardware sales. If this momentum is not curbed, Apple will undoubtedly fall into a greater passiveness.

　　Although Apple won a game with its advantages in the ecosystem this time, we should also see that the users who lost well-known in this battle are the ones. If Apple continues to make strategic stop losses by losing users' interests, then in the near future, users are likely to choose to vote with their feet and escape from Apple.

　　Therefore, an ecosystem is actually a double-edged sword. If you want to rely on the ecosystem to blindly realize your own profits and not look at the most fundamental users, then users may be the ruler of the world because the ecosystem comes to accompany you, and will also leave you because the ecosystem has caused harm to them. Therefore, when we build an ecosystem, we should always put users first. Only by truly letting users participate can we fundamentally win users. At present, many websites are beginning to regard the construction of the ecosystem as the top priority of development. Taking the crowdfunding industry as an example, platforms represented by JD.com crowdfunding, Jumi crowdfunding, and Suning crowdfunding are driving the development of crowdfunding projects by deeply participating in the crowdfunding ecosystem. Users' participation in crowdfunding can increase their understanding of the project, and can make these websites themselves have richer attributes, thereby gaining more development directions that can be explored.

　　The landed traffic entrance is the top priority in ecosystem construction. Although WeChat continues to enrich the ecosystem through the development of new products such as official accounts, service accounts, mini programs, WeChat indexes, etc., WeChat has always been a "virtual kingdom" based on hardware. If users want to join this "virtual kingdom", they must use a certain hardware to enter. If the hardware entrance is missing, the software will become a virtual existence and users will not be able to access it at all.

　　Therefore, in the process of building an ecosystem, we must always grasp the traffic entrance and focus more on the traffic entrance that can be implemented. This situation is more obvious in the creation of the APP ecosystem, because all APPs must be assembled on hardware for users to use, and the installed capacity of each software corresponds to the number of users of this software. Therefore, in the process of building an ecosystem, it is necessary to grasp the user entrance, and the construction of the APP ecosystem is to grasp the number of APP software installed capacity.

　　A strong enough technical barrier can become a battle against competition. Although the user's traffic entrance is the core link in establishing an ecosystem, even if the traffic entrance is grasped and the lack of strong technical barriers is lacking, users will still face the risk of being strangled after entering. The dilemma that WeChat encountered this time was brought about by the strong technical barriers established by Apple. With the technical advantages of the IOS system itself, Apple can fully control the source of appreciation of users, and then put pressure on WeChat or the benefits it wants.

　　Whether in the current Internet era or the upcoming intelligent era, technology is the core of the core. Only by having a complete set of advanced technologies can the construction of the ecosystem have the final "killing move". Because the advantages of technology represent the rules of the game you set. Only when others want to enter your ecosystem and get a share of the ecosystem you build, they must follow your rules of the game. If others don’t follow your rules of the game, technology will become a deep "moat" for us to fight external competition and ultimately win us the right to negotiate.

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