For example, Alipay's top-level logic should be "safe and reliable", but it was once launched with various social entertainment functions, which caused an impact on users. Unfortunately, if the underlying logic remains unchanged, the seven problems raised by Zhang Xiaolong will be difficult to fundamentally solve. Only containment, because these problems themselves are accompanied by these foundations of WeChat. It's not really changing, and it's not changing. Fourth, general demand saturation The second dilemma faced by WeChat is that it has formed a clear "mental positioning" in people's minds. You know exactly what scenarios, needs, and situations you need to use WeChat. Does that sound like an "advantage"? Yes, but this advantage also determines that it is difficult for WeChat to have a major "boundary" breakthrough. Specifically, there are three problems.
1. General demand saturation In the era of product winning theory, what people like to say most is to seize people's general needs, seize the greatest common divisor of needs, and achieve the ultimate in solutions. To be more specific, it is just need, pain point, high frequency, and standardization. From this point of view, WeChat has indeed achieved the ultimate in requirements related to "information communication"; all sms marketing service general requirements in this field have been basically successfully met, but new general requirements are so scarce that they can't be found. Next, WeChat faces almost all non-universal and non-standard requirements.